Sport Management Studies

ANALYSIS OF CUSTOMER’S BRAIN ACTIVITY IN ENCOUNTER OF ADVERTISING

Document Type : Research Paper

Authors

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

Abstract
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.

Keywords

Main Subjects

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Sport Management Studies
Volume 16, Issue 83
March and April 2024
Pages 147-166

  • Receive Date 06 February 2022
  • Revise Date 28 October 2022
  • Accept Date 04 November 2022

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