تحقیقات بازار یابی نوین (Mar 2016)
The effectiveness of sports brand advertising on electroencephalographic changes and customers purchasing decision in neuromarketing
Abstract
The aim of study is investigate the effectiveness of sports brand advertising on electroencephalographic changes and purchasing decision among athletes (interested and uninterested) and non-athletes (interested and uninterested) in neuromarketing. In this study are discussed “Adidas sports brand advertising” as independent variable in this study, “Brainwave activity” and “purchasing decision” as the dependent variable. This research is applied in terms of purpose and is single blind. The general model for the study, composed the six main elements. The first step was the selection of subjects and sampling with the informed consent form to participate in the research project which includes the demographic information and information about the history of the disease. Part II included the researcher made questionnaire on attitudes toward the your brand favorite before seeing ads which includes 26 questions of 4 components: (the amount of consumer attention to ads, the advertising tools, operating practices, advertising and broadcast advertising time). The next step was record the brain waves of people by using the tool ProComp 2 before viewing the ad. The third stage was record the brain waves of people by using the tool ProComp 2 while viewing the ads. The fifth stage, was recorded their brainwave activity after watching the ad. The final phase was questionnaire researcher made of the effects of advertising on purchasing decision consists of 26 questions of 4 components: (the amount of consumer attention to ads, the advertising tools, operating practices, advertising and broadcast advertising time). The study population consisted of all University of Tabriz students, including athletes and non-athletes were interested and interested in the Adidas brand. The statistical sample were approximately 40 students (10 sportsmen interested, 10 non-athletic people interested, 10 athletes uninterested and 10 athletes uninterested, all right-handed, in the age category 35-20 years and no history of illness and surgery in the head) Athletes were of the students who were active at least in category of two. Information became to the quantitative data using the BioGraph Infiniti software and 16spss. 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. Results showed differences in the impact of advertising on the decision to buy in interested and uninterested groups. That is, advertising had an impact on the decision to buy in interested persons (athletes and nonathletes). The results showed different frequencies of brain activity before, during and after viewing the advertising in people interested and uninterested. This results consistent with findings of other research.
