Examining the role of advertising in the mental process of consumers of sports products
Poster Presentation
Paper ID : 1182-SSRC
Authors
1PhD Student in Sports Management, Faculty of Sports Sciences, Mashhad Branch, Islamic Azad University, Mashhad Iran.
2Associated Professor, Department of Sports Management, Faculty of Sports Sciences, Mashhad Branch, Islamic Azad University, Mashhad Iran
3Assistant Professor, Department of Sports Management, Faculty of Sports Sciences, Mashhad Branch, Islamic Azad University, Mashhad Iran.
4Assistant Professor, Department of Sports Management, Faculty of Sports Sciences, Mashhad Branch, Islamic Azad University, Mashhad Iran
Abstract
Today, the cognitive processes and the effects of advertising on the minds and brains of customers are very important for business owners, and business owners should know how they can have a better effect on the minds of customers. 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 34 university students, including athlete and non-athlete men and women, 17 athlete and 14 non- athletic that all right hand 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_25. 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. Result showed differences in the impact of external sport advertisement on the attitude in athletes and non-athletic groups. That is advertising had an impact on the decision to buy in athletes and non-athletes. The results showed different frequencies of brain activity before during and after viewing the external advertising in athletes and non-athletes. This result consistent with findings of another research.
Keywords