Title of article
Investigating the cognitive process of attention while watching sports advertisements in interested and non-interested people using Electroencephalogram technology
Author/Authors
Aminiroshan ، Zahra Department of Sport Management - Faculty of Sport Sciences - Ferdowsi University of Mashhad , Gholamian ، Javad Department of Sport Management - Faculty of Sport Sciences - Ferdowsi University of Mashhad , Mahmoudi ، Ahmad Department of Sport Management - Faculty of Sport Sciences and Health - University of Tehran , Pirjamadi ، Sahar Department of Sport Management - Faculty of Physical Education and Sport Sciences - University of Allameh Tabataba’i
From page
393
To page
408
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 30 students of Birjand University who were selected randomly as a sample. To collect data, the General Health and Sanchez-Torres Questionnaire (2021) was used. Then to record the brain signal, the 21-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.
Keywords
Advertising , Attention Index (AI) , Brain Waves , Interest in Sport , Sport
Journal title
Iranian Journal of Management Studies (IJMS)
Journal title
Iranian Journal of Management Studies (IJMS)
Record number
2772007
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