A Study of BrainWave Processing to Evaluate the Effectiveness of Nike Brand Advertising on Athletes' Decision to Buy
Abstract<br />Today, marketing research is one of the most important tools of managers' decision making. Neuromarketing as a new way of marketing can help marketers gain a better understanding of consumers. The purpose of the present study was to analyze brain waves to evaluate the effect...
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| Format: | Article |
| Language: | fas |
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University of Kurdistan
2020-01-01
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| Series: | مطالعات رفتار مصرف کننده. |
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| Online Access: | http://cbs.uok.ac.ir/article_61304_4465ac744c12f29a34c1f7325ba877ec.pdf |
| _version_ | 1818252695184605184 |
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| author | Masoud Darabi Nasrin Azizian Kohan Mehrdad Moharamzadeh |
| author_facet | Masoud Darabi Nasrin Azizian Kohan Mehrdad Moharamzadeh |
| author_sort | Masoud Darabi |
| collection | DOAJ |
| description | Abstract<br />Today, marketing research is one of the most important tools of managers' decision making. Neuromarketing as a new way of marketing can help marketers gain a better understanding of consumers. The purpose of the present study was to analyze brain waves to evaluate the effectiveness of Nike brand advertising on athletes' decision to buy. The purpose of this study is to apply a quasi-experimental one-way blind method. The statistical population of the study consisted of male and female undergraduate, postgraduate and postgraduate students with sporting experience and membership in the sports teams of Mohaghegh Ardabili University in the academic year of 1997-96 (N = 80): Forty of them were selected as the statistical sample in the second half of the year 1396 through restricted probability sampling (all right-handed, in the age range of 18-25 years). The brain waves of the testers were converted to numbers using Brain Mapping software. SPSS software was used for data analysis. Paired t-test, independent t-test, repeated measures ANOVA and LSD test were used to test the hypotheses. Statistical findings showed a significant difference between the effect of advertising on the purchase decision of men and women athletes (P = 0.007). The findings also clearly show the difference in brain wave frequency activity (alpha, beta, delta, and theta) before, during, and after viewing advertising among athletes in all four groups. Based on the findings of this study, marketers can understand how the human brain functions in consumer buying behavior to reach their goals, and can tailor their ads to their audience. |
| first_indexed | 2024-12-12T16:28:16Z |
| format | Article |
| id | doaj.art-bba14aee7810427eb2bfb219b6db2078 |
| institution | Directory Open Access Journal |
| issn | 2717-0004 2717-0012 |
| language | fas |
| last_indexed | 2024-12-12T16:28:16Z |
| publishDate | 2020-01-01 |
| publisher | University of Kurdistan |
| record_format | Article |
| series | مطالعات رفتار مصرف کننده. |
| spelling | doaj.art-bba14aee7810427eb2bfb219b6db20782022-12-22T00:18:49ZfasUniversity of Kurdistanمطالعات رفتار مصرف کننده.2717-00042717-00122020-01-016211213361304A Study of BrainWave Processing to Evaluate the Effectiveness of Nike Brand Advertising on Athletes' Decision to BuyMasoud Darabi0Nasrin Azizian Kohan1Mehrdad Moharamzadeh2M.Sc. in Sports Management, Faculty of Educational Science and Psychology, University of Mohaghegh Ardabili , Ardabil, Iran.Assistant Professor of Sports Management, , Faculty of Educational Science and Psychology, University of Mohaghegh Ardabili , Ardabil, Iran,Professor of Sports Management, , Faculty of Educational Science and Psychology, University of Mohaghegh Ardabili , Ardabil, Iran,Abstract<br />Today, marketing research is one of the most important tools of managers' decision making. Neuromarketing as a new way of marketing can help marketers gain a better understanding of consumers. The purpose of the present study was to analyze brain waves to evaluate the effectiveness of Nike brand advertising on athletes' decision to buy. The purpose of this study is to apply a quasi-experimental one-way blind method. The statistical population of the study consisted of male and female undergraduate, postgraduate and postgraduate students with sporting experience and membership in the sports teams of Mohaghegh Ardabili University in the academic year of 1997-96 (N = 80): Forty of them were selected as the statistical sample in the second half of the year 1396 through restricted probability sampling (all right-handed, in the age range of 18-25 years). The brain waves of the testers were converted to numbers using Brain Mapping software. SPSS software was used for data analysis. Paired t-test, independent t-test, repeated measures ANOVA and LSD test were used to test the hypotheses. Statistical findings showed a significant difference between the effect of advertising on the purchase decision of men and women athletes (P = 0.007). The findings also clearly show the difference in brain wave frequency activity (alpha, beta, delta, and theta) before, during, and after viewing advertising among athletes in all four groups. Based on the findings of this study, marketers can understand how the human brain functions in consumer buying behavior to reach their goals, and can tailor their ads to their audience.http://cbs.uok.ac.ir/article_61304_4465ac744c12f29a34c1f7325ba877ec.pdfbrain wavesneuromarketingbrandathletesadvertisingdecision to buy |
| spellingShingle | Masoud Darabi Nasrin Azizian Kohan Mehrdad Moharamzadeh A Study of BrainWave Processing to Evaluate the Effectiveness of Nike Brand Advertising on Athletes' Decision to Buy مطالعات رفتار مصرف کننده. brain waves neuromarketing brand athletes advertising decision to buy |
| title | A Study of BrainWave Processing to Evaluate the Effectiveness of Nike Brand Advertising on Athletes' Decision to Buy |
| title_full | A Study of BrainWave Processing to Evaluate the Effectiveness of Nike Brand Advertising on Athletes' Decision to Buy |
| title_fullStr | A Study of BrainWave Processing to Evaluate the Effectiveness of Nike Brand Advertising on Athletes' Decision to Buy |
| title_full_unstemmed | A Study of BrainWave Processing to Evaluate the Effectiveness of Nike Brand Advertising on Athletes' Decision to Buy |
| title_short | A Study of BrainWave Processing to Evaluate the Effectiveness of Nike Brand Advertising on Athletes' Decision to Buy |
| title_sort | study of brainwave processing to evaluate the effectiveness of nike brand advertising on athletes decision to buy |
| topic | brain waves neuromarketing brand athletes advertising decision to buy |
| url | http://cbs.uok.ac.ir/article_61304_4465ac744c12f29a34c1f7325ba877ec.pdf |
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