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

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.

Advertising, Attention Index (AI), Brain Waves, Interest in Sport, Sport