Investigating the cognitive process of attention while watching sports advertisements in interested and non-interested people using Electroencephalogram technology
Publish place: Iranian Journal of Management Studies، Vol: 17، Issue: 2
Publish Year: 1403
نوع سند: مقاله ژورنالی
زبان: English
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شناسه ملی سند علمی:
JR_JIJMS-17-2_003
تاریخ نمایه سازی: 28 اسفند 1402
Abstract:
This study aims to investigate the attention cognitive process while watching sports advertisements in interested and non-interested people using electroencephalogram technology. The research method was semi-experimental and the population included ۳۰ students of Birjand University who were selected randomly as a sample. To collect data, the General Health and Sanchez-Torres Questionnaire (۲۰۲۱) was used. Then to record the brain signal, the ۲۱-channel Electroencephalography Instrument was used. The results revealed a significant difference in attention index (AI) between sports advertising and non-sport advertising. Also, the attention index in people who were interested in sports showed a significant difference compared to those who were not. It can be concluded that sports are a suitable platform for advertising products so that it can create a positive effect through increasing the customers’ attention. The level of interest also in sports may be a persuasive calculation of consideration for publicizing.
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Authors
Zahra Aminiroshan
Department of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
Javad Gholamian
Department of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
Ahmad Mahmoudi
Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran
Sahar Pirjamadi
Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Allameh Tabataba’I, Tehran, Iran
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