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
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