مطالعات مدیریت ورزشی

تحلیل فعالیت های مغزی مشتریان در رویارویی با تبلیغات

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری مدیریت ورزشی/دانشکده تربیت بدنی و علوم ورزشی/دانشگاه فروسی مشهد/مشهد/ایران

2 استادیار/گروه مدیریت ورزشی/ دانشکده علوم ورزشی/دانشگاه فردوسی مشهد/مشهد/ایران

3 استاد، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران

4 گروه مهندسی پزشکی، دانشکده مهندسی، دانشگاه آزاد مشهد، مشهد، ایران

چکیده
عدم تقارن مغز در ناحیه پیشانی به عنوان ابزاری همه جانبه برای درک واکنش‌های مغزی به محرک در فرآیندهای شناختی و عاطفی بکارگرفته می‌شود و با احساسات مرتبط است. به همین دلیل از مهم‌ترین ابزارها در زمینه بازاریابی و تبلیغات شناخته شده است. در همین راستا هدف از اجرای این تحقیق بررسی تغییرات ناحیه فرونتال مغز در ارتباط با عدم تقارن حاصل از مشاهده تبلیغات بازرگانی می‌باشد که با استفاده از دستگاه الکتروآنسفالوگرافی انجام گرفت. روش تحقیق پژوهش حاضر نیمه‌تجربی و جامعه‌ی آماری تحقیق را دانشجویان دانشگاه فردوسی و سایر دانشگاه‌ها و موسسات آموزشی فعال در مشهد تشکیل دادند. از بین این افراد،30 نفر به عنوان نمونه تحقیق انتخاب شدند. بمنظور ثبت، تمیزکردن داده‌ها و تبدیل داده‌های دستگاه الکتروآنسفالوگرافی به داده‌های کمی از نرم‌افزار وین ای.ای.جی، نوروگاید، متلب و برای آزمون فرضیه‌های تحقیق از نمرات استاندارد، آزمون آنالیز واریانس تی تک‌نمونه‌ای، آزمون تی مستقل و نرم افزار اس.پی.اس.اس24 استفاده شد. نتایج بدست آمده اختلاف معنی‌داری را در شاخص خوشایندی در سطح 05/0 بین حالت ورزشی و غیر ورزشی نشان داد. همچنین در سطح معنی‌داری 05/0 شاخص خوشایندی درافرادی که علاقمند به ورزش بودند نسبت به افراد غیر علاقمند بیشتر بوده و اختلاف معناداری داشت. بنابراین می‌توان گفت استفاده از عناصر و فاکتورهای ورزشی در تبلیغات قادراست احساس مطلوب و خوشایندی را در افراد نسبت به محصول تبلیغ شده ایجاد کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

ANALYSIS OF CUSTOMER’S BRAIN ACTIVITY IN ENCOUNTER OF ADVERTISING

نویسندگان English

  • zahra aminiroshan 1
  • seyed morteza azimzadeh 2
  • mahdi talebpour 3
  • Majid ghoshuni 4
1 Phd of sport management/ faculty of sport science and physical education/ferdowsi university of Mashhad/Mashhad/Iran
2 Assistant Professor/ Department of Sport management,/Facultyof sport science/Ferdowsi University of Mashhad,/Mashhad, Iran
3 Professor/ Department of Sport management,/Facultyof sport science/Ferdowsi University of Mashhad,/Mashhad, Iran
4 Department of Biomedical Engineering,/Islamic Azad University of Mashhad/Mashhad/ Iran
چکیده English

The brain Frontal asymmetry is known as a comprehensive tool for perceiving brain interactions both cognitively and emotionally and has been proven to be correlated with emotions. For this reason, it is known as one of the most important tools in the field of marketing and advertising. This research mainly is aimed at investigating the changes of Frontal zones of brain from the observation of commercial advertising, which was performed using electro-encephalography. The research method was semi experimental and the population of this study included students of the Ferdowsi University of Mashhad. The sample of the study was randomly selected from among the community members and consisted of 30 students. In this research, the WinEEG, Neuro Guide and MATLAB software was used to convert electroencephalographic data to quantitative data and to test the hypotheses of the research, standard score, one sample t-test, independent t-test and SPSS software we used. Results indicated a significant difference in pleasure index between sport advertising and non-sport advertising and joy brought by sport ads was enjoyable for all of people. Also, results showed that in 0.05 level people who were interested in sports, there was a significant difference compared to people who were not interested. Therefore, it can be said that the utilize of sports component and factors in advertising is able to create a desirable and pleasant feeling in people towards the advertised product.

کلیدواژه‌ها English

  • Sport
  • Video Advertisements
  • brain activity
  • EEG Frontal Asymmetry
  • Pleasure
  1. Abdavi, f., & dehghanpouri, h. (2016). The effectiveness of sports brand advertising on electroencephalographic changes and customers purchasing decision in neuromarketing. New Marketing Research Journal, 5(4), 99-118. (in Persian)
  2. Aminiroshan, Z., Azimzadeh, S. M., Talebpour, M., & Ghoshuni, M. (2021). The Effect of Sport Events Environments  on Audience Attention to Advertising Using Brain Activity. Annals of Applied Sport Science, 9(1), 1-9.
  3. Ausín, J. M., Bigne, E., Marín, J., Guixeres, J., & Alcañiz, M. (2021). The background music-content congruence of TV advertisements: A neurophysiological study. European Research on Management and Business Economics, 27(2),1-14.
  4. Baraybar-Fernánde, A., Baños-González, M., Barquero-Pérez, Ó., Goya-Esteban, R., & de-la-Morena-Gómez, A. (2017). Evaluation of Emotional Responses to Television Advertising through Neuromarketing. Comunicar: Media Education Research Journal, 25(52), 19-28.
  5. Borawska, A., & Łatuszyńska, M. (2020). The use of neurophysiological measures in studying social advertising effectiveness. Procedia Computer Science, 176, 2487-2496.
  6. Briesemeister, B. B., Tamm, S., Heine, A., & Jacobs, A. M. (2013). Approach the good, withdraw from the bad—a review on frontal alpha asymmetry measures in applied psychological research. Psychology, 4(03), 261-267. doi:10.4236/psych.2013.43A039
  7. Coan, J. , & Allen, J. J. (2003). Frontal EEG asymmetry and the behavioral activation and inhibition systems. Psychophysiology, 40(1), 106-114. doi:10.1111/1469-8986.00011
  8. Custdio, P. (2011). Use of EEG as a neuroscientific approach to advertising research. Master thesis, Faculdade de medicina, Universidade de Lisboa.
  9. Darabi, M., Azizian Kohan, N., Moharamzade, M., & Nobakht, F. (2018). Processing and analysis of electroencephalography signal to evaluate the effect of sport advertisement on customers. Journal of Advanced Sport Technology, 3(1), 15-27.
  10. Davidson, R. J. (2004). What does the prefrontal cortex “do” in affect: perspectives on frontal EEG asymmetry research. Biological psychology, 67(1-2), 219-234. doi:10.1016/j.biopsycho.2004.03.008
  11. Deng, L., & Wang, G. (2019). Application of EEG and Interactive Evolutionary Design Method in Cultural and Creative Product Design. Computational intelligence and neuroscience, 6, 1-16. doi:10.1155/2019/1860921
  12. Esmaeili, M., & Amani, G. (2018). The role of attitude towards sports advertising on perceived value and purchase intention (case study: Customers of Chabahar free zone). Research in Sports Management and Motor Behavior, 8(16), 125-137 (in Persian)
  13. Farzi, H., Yousefi, B., & Sadeghi Boroujerdi, S. (2019). The Effect of Identification on Attitude toward Advertisements of Celebrity Athlete Using Neuromarketing Technique. Sport Physiology & Management Investigations, 11(4), 75-187. (in Persian)
  14. Fischer, N. L., Peres, R., & Fiorani, M. (2018a). Frontal Alpha Asymmetry and Theta Oscillations Associated With Information Sharing Intention. Frontiers in behavioral neuroscience, 12, 1-12. doi:10.3389/fnbeh.2018.00166
  15. Galang, C. M., & Obhi, S. (2019). Social power and frontal alpha asymmetry. Cognitive neuroscience, 10(1), 44-56. doi:10.1080/17588928.2018.1504763
  16. Ghasemi Siani, M., Mohammadi, S., & Soltan Hosseini, M. (2022). The Role of Sports-Related Advertising in the Park in Brainwave Changes of People Using QEEG. Journal of Sport Management, 13(4), 1197-1213. doi:10.22059/jsm.2020.299301.2430. (in Persian)
  17. Ghaedi, A., Izadi, B., Ghasemian, M. R. (2020). Measuring brainwaves, arousal, pleasure and decision to purchase sport service industry. Sport Management, 13(2), 639-658.(in Persian)
  18. Harmon‐Jones, E., & Gable, P. A. (2018a). On the role of asymmetric frontal cortical activity in approach and withdrawal motivation: An updated review of the evidence. Psychophysiology, 55(1), 1-23. doi:10.1111/psyp.12879
  19. James, J. D. (2011). Attitude toward advertising through sport: A theoretical framework. Sport Management Review, 14(1), 33-41. doi:10.1016/j.smr.2009.12.002.
  20. Jesulola, E., Sharpley, C. F., Bitsika, V., Agnew, L. L., & Wilson, P. (2015). Frontal alpha asymmetry as a pathway to behavioural withdrawal in depression: Research findings and issues. Behavioural Brain Research, 292, 56-67. doi:10.1016/j.bbr.2015.05.058
  21. Kordlu, H., Elahi, A., & Khodayari, A. (2015). The cause and effect relation between beliefs, attitude toward advertising through sport and attitude toward common advertising: the results of structural equations model. Sport management Review, 30, 203-224. (in Persian)
  22. Koronios, K., Dimitropoulos, P., Travlos, A., Douvis, I., & Ratten, V. (2020). Online technologies and sports: A new era for sponsorship. The Journal of High Technology Management Research, 31(1), 100373.
  23. Masanovic, B. (2018). Attitudes of consumers from Autonomous Province of Vojvodina toward advertising through sport in relation with the frequency of watching sports events. Sport Mont, 16(3), 91-96. doi:10.26773/smj.181016
  24. Masanovic, B., Zoric, G., & Gardasevic, J. (2017). Attitudes of Turkish consumers toward advertising through sport among the frequency of watching sports events. Journal of Anthropology of Sport and Physical Education, 1(1), 3-7.
  25. Muratovic, A., Bjelica, D., & Popovic, S. (2014). Examining beliefs and attitudes toward advertising through sport among montenegrin consumers. Facta Universitatis, Series: Physical Education and Sport, 95-104.
  26. Ohme, R., & Matukin, M. (2012). A small frog that makes a big difference: Brain wave testing of TV advertisements. IEEE pulse, 3(3), 28-33.
  27. Ohme, R., Reykowska, D., Wiener, D., & Choromanska, A. (2010). Application of frontal EEG asymmetry to advertising research. Journal of Economic Psychology, 31(5), 785-793. doi:10.1016/j.joep.2010.03.008
  28. Popović, S., Jakšić, D., Matić, R., Bjelica, D., & Maksimović, N. (2015). Examining Beliefs and Attitudes toward Advertising through Sport among Serbian Consumers. Studia sportiva, 9(1), 225-231.
  29. Ramsøy, T. Z., Skov, M., Christensen, M. K., & Stahlhut, C. (2018). Frontal brain asymmetry and willingness to pay. Frontiers in neuroscience, 12, 1-12.
  30. Reznik, S. J., & Allen, J. J. (2018). Frontal asymmetry as a mediator and moderator of emotion: An updated review. Psychophysiology, 55(1), 1-32, e12965. doi:10.1111/psyp.12965
  31. Riebe, E., Wright, M., Stern, P., & Sharp, B. (2014). How to grow a brand: Retain or acquire customers? Journal of Business Research, 67(5), 990-997. doi:10.1016/jbusres.2013.08.005
  32. Shakibaei Fard, E., Jamshidian, L., & Tork Far, A. (2020). Islamic Marketing Development Model Framework in Iranian Sport. Sport management Studies, 12(63), 261-280. doi:10.22089/smrj.2020.8539.2918 (in Persian).
  33. Sharifi, M., Pool, J. K., Jalilvand, M. R., Tabaeeian, R. A., & Jooybari, M. G. (2019). Forecasting of advertising effectiveness for renewable energy technologies: A neural network analysis. Technological Forecasting and Social Change, 143, 154-161.
  34. Simmonds, L., Bellman, S., Kennedy, R., Nenycz-Thiel, M., & Bogomolova, S. (2020). Moderating effects of prior brand usage on visual attention to video advertising and recall: An eye-tracking investigation. Journal of Business Research 111, 241-248.
  35. Solimani, M., Barani, M., Inanloo, S., & Khojasteh, A. (2020). Modeling Customer Buying Behavior Sports Stores at The Time of the Corona Virus Outbreak (Proceedings and Post-Futures). Sport management Studies, 12(62), 291-314. doi:10.22089/smrj.2020.8819.3002 (in Persian).
  36. Smith, E. E., Reznik, S. J., Stewart, J. L., & Allen, J. J. (2017). Assessing and conceptualizing frontal EEG asymmetry: An updated primer on recording, processing, analyzing, and interpreting frontal alpha asymmetry. International Journal of Psychophysiology, 111, 98-114.
  37. Vecchiato, G., Babiloni, F., Astolfi, L., Toppi, J., Cherubino, P., Dai, J., . . . Wei, D. (2011). Enhance of theta EEG spectral activity related to the memorization of commercial advertisings in Chinese and Italian subjects. Paper presented at the 2011 4th International Conference on Biomedical Engineering and Informatics (BMEI).
  38. Vecchiato, G., Cherubino, P., Trettel, A., & Babiloni, F. (2013). Neuroelectrical brain imaging tools for the study of the efficacy of TV advertising stimuli and their application to neuromarketing: Springer.
  39. Vecchiato, G., Kong, W., Giulio Maglione, A., & Wei, D. (2012). Understanding the impact of TV commercials. IEEE pulse, 3(3), 42-47. doi:10.1109/MPUL.2012.2189171
  40. Zhao, G., Zhang, Y., Ge, Y., Zheng, Y., Sun, X., & Zhang, K. (2018). Asymmetric hemisphere activation in tenderness: evidence from EEG signals. Scientific reports, 8, 1-9. doi:10.1038/s41598-018-26133-w

 

مطالعات مدیریت ورزشی
دوره 16، شماره 83
فروردین و اردیبهشت 1403
صفحه 147-166

  • تاریخ دریافت 17 بهمن 1400
  • تاریخ بازنگری 06 آبان 1401
  • تاریخ پذیرش 13 آبان 1401

صفحه اصلی

اصول اخلاقی

ارسال مقاله

اخبار و اعلانات

اطلاعات آماری نشریه

تماس با ما