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1- Department of Sport Management, Faculty of Sport Science, Ferdowsi University of Mashhad, Mashhad, Iran
2- Department of Sport Management, Faculty of Sport Science, Ferdowsi University of Mashhad, Mashhad, Iran , mortezaazimzade@um.ac.ir
3- Department of Biomedical Engineering, Mashhad Branch, Islamic Azad University, Mashhad, Iran
Abstract:   (288 Views)
Background. Attention is considered as a resource for storing and processing memory activities. Without attention, no perceptual processing takes place in the brain as the information (whether visual or auditory) cannot enter the brain.
Objectives. The purpose of this study was to investigate and compare the attention of individuals to sports and non-sports advertising using brain activities.
Methods. It was a quasi-experimental study investigating two advertisements (sports and non-sports) of Apple Company on 30 volunteers (15 men and 15 women). The Neuroguide software was used to convert electroencephalographic data to quantitative data. Repeated measures ANOVA was used for testing hypotheses in SPSS software.
Results. The results showed that there was a significant difference between watching sports and non-sports advertising on peoplechr('39')s attention; in other words, sports advertising was able to reduce alpha in the frontal and pre-frontal brain while this decrease did not occur when viewing non-sports advertising. There was no significant difference in attention between men and women.
Conclusion. Sport has the potential to attract peoplechr('39')s attention, which is one of the main goals of companies and industry owners and can attract more attention in people to the advertised product, resulting in better brand retention and recall, and thus increasing promotional product or brand purchases.
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APPLICABLE REMARKS
  • Considering the expansion and specialization of studies in the field of sports marketing, a study can also examine and compare the impact of sport on the attention of different groups of society such as athletes, non-athletes, fans, non-fans.
  • The other research can investigate the impact of age on attention to sports and non-sports advertising.
  • Another study can investigate and compare the amount of attention paid to national sports advertising with international samples.
  • Attention taking to sport ads should be compared using other neuromarketing tools such as ocular trackers, FMRIs, and so on.
  • The impact of sports scenes and advertising on other factors influencing advertising success, such as being pleasant, retention in mind, re-branding, etc. should be carefully examined considering different bands' changes and comparing them to non-sports advertising.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2019/10/28 | Accepted: 2019/12/21

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