Sport Management Studies

Determining the ability of consumer mental processes (athlete and non-athlete) of sports products according to the role of neuromarketing of domestic and foreign brands

Document Type : Research Paper

Authors

1 Phd.student of Physical education department, Mashhad branch, Islamic Azad university, Mashhad, Iran

2 Associate professor of Physical education department, Mashhad branch, Islamic Azad university, Mashhad, Iran

3 Associate professor of the faculty of educational sciences and psychology and a member of the cognetive science research core of Ferdowsi university of Mashhad, Iran

4 Assistant Professor, Department of Medical Engineering, Mashhad Branch, Islamic Azad University, Mashhad, Iran

Abstract
The purpose of this study was to analysis of the electroencephalography signal to assess the effect of internal & external -sport advertising and attitude of athletes and non-athletes among them. In this study “Internal and external sport advertising “was independent variable and “Brain wave activity “and “attitude of athlete and non-athlete” are dependent variable. This research is applied in terms of purpose and in nature is semi-experimental. Statistical community of the present study consist of 32 university students, including athlete and non-athlete men and women, 16 athlete and 16 non-athletes that all right-handed in the age category 20-35 years and no history of illness and surgery in the head. Information for quantitative analysis using Matlab19 software and SPSS 22. Data analysis was performed using descriptive and inferential statistics Kolmogorov-Smirnov Test was used for study normality of data distribution and was used paired T Test analysis of variance with repeated measures and the approach of Wilks Lambda to test the hypothesis. Results showed differences in the impact of external sport advertisement on the attitude in athletes and non-athletes’ groups.

Keywords

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Sport Management Studies
Volume 15, Issue 79
July and August 2023
Pages 167-184

  • Receive Date 13 April 2022
  • Revise Date 09 November 2022
  • Accept Date 23 January 2023

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