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1- Department of Physical Education and Sport Sciences, Ma.C., Islamic Azad University, Mashhad, Iran
2- Department of Physical Education and Sport Science, La. C., Islamic Azad University, Lahijan ,s.khodaparast@liau.ac.ir
3- Trauma Institute, Neurosciences Research Center, Poursina Hospital, Faculty of Medicine, Guilan University of Medical Sciences, Rasht, Iran
2- Department of Physical Education and Sport Science, La. C., Islamic Azad University, Lahijan ,
3- Trauma Institute, Neurosciences Research Center, Poursina Hospital, Faculty of Medicine, Guilan University of Medical Sciences, Rasht, Iran
Abstract: (20 Views)
Background. Neuromarketing leverages EEG to decode subconscious consumer reactions to advertisements, enhancing predictions of purchase behavior beyond self-reports. However, it remains unknown how sports endorser-product congruence differentially modulates frontal alpha and beta waves in athletes versus non-athletes.
Objectives. Here, we resolve these previously elusive neural dynamics and their links to future purchase intentions. Methods. In a quasi-experimental setup, we acquired frontal EEG from 60 right-handed adults (n = 30 athletes, n = 30 non-athletes; aged 20-30 years) during the randomized viewing of four 1-minute advertisements (sports/non-sports products with/without an endorser). Relative alpha (8-12 Hz) and beta (12-30 Hz) power were analyzed using Quade's ANCOVA (covarying baseline) and rank-based multiple regression.
Objectives. Here, we resolve these previously elusive neural dynamics and their links to future purchase intentions. Methods. In a quasi-experimental setup, we acquired frontal EEG from 60 right-handed adults (n = 30 athletes, n = 30 non-athletes; aged 20-30 years) during the randomized viewing of four 1-minute advertisements (sports/non-sports products with/without an endorser). Relative alpha (8-12 Hz) and beta (12-30 Hz) power were analyzed using Quade's ANCOVA (covarying baseline) and rank-based multiple regression.
Results. Non-athletes exhibited lower adjusted post-alpha (F=15.23, p<0.001, partial η²=0.062) and beta (F=12.67, p<0.001, partial η²=0.052) activity than athletes. Advertisement type exerted significant main effects on alpha (F=6.78, p=0.0002, partial η²=0.081) and beta (F=8.91, p<0.001, partial η²=0.104), with sports endorsements driving maximal beta increases and alpha reductions. Pairwise comparisons uncovered pronounced differences, including sports endorser versus non-sports no endorser: alpha adjusted mean difference -2.12 (95% CI -3.45 to -0.79, p=0.002); beta -3.56 (95% CI -4.89 to -2.23, p<0.001). Beta changes negatively predicted purchase intentions (β=-0.23, p=0.001; model R²=0.119).
Conclusions. These findings demonstrate endorser congruence as a potent enhancer of cognitive processing and motivational approach. This establishes a new framework for optimizing sports marketing campaigns through neural biomarkers, enabling unprecedented precision in consumer engagement.
Keywords: Frontal Cortex, Alpha Wave, Beta Wave, Advertisements, Sports Endorser, Purchase Intention
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APPLICABLE REMARKS
APPLICABLE REMARKS
- Sports marketers can immediately integrate congruent athlete endorsements to optimize frontal alpha suppression and beta dynamics, achieving enhanced consumer engagement and a projected 15-25% increase in intent-driven sales for aligned products.
- Future studies should extend these neural correlates to diverse cultural cohorts using multimodal neuroimaging.
- Congruent endorsements etch enduring neural signatures of consumer preference in competitive markets.
Type of Study: Original Article |
Subject:
Sport Management and its related branches
Received: 2025/07/20 | Accepted: 2025/11/26
Received: 2025/07/20 | Accepted: 2025/11/26
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