Aminiroshan, Zahra, Gholamian, Javad, Mahmoudi, Ahmad, Pirjamadi, Sahar. (1402). Investigating the cognitive process of attention while watching sports advertisements in interested and non-interested people using Electroencephalogram technology. , 17(2), 393-408. doi: 10.22059/ijms.2023.337628.674912
Zahra Aminiroshan; Javad Gholamian; Ahmad Mahmoudi; Sahar Pirjamadi. "Investigating the cognitive process of attention while watching sports advertisements in interested and non-interested people using Electroencephalogram technology". , 17, 2, 1402, 393-408. doi: 10.22059/ijms.2023.337628.674912
Aminiroshan, Zahra, Gholamian, Javad, Mahmoudi, Ahmad, Pirjamadi, Sahar. (1402). 'Investigating the cognitive process of attention while watching sports advertisements in interested and non-interested people using Electroencephalogram technology', , 17(2), pp. 393-408. doi: 10.22059/ijms.2023.337628.674912
Aminiroshan, Zahra, Gholamian, Javad, Mahmoudi, Ahmad, Pirjamadi, Sahar. Investigating the cognitive process of attention while watching sports advertisements in interested and non-interested people using Electroencephalogram technology. , 1402; 17(2): 393-408. doi: 10.22059/ijms.2023.337628.674912

Investigating the cognitive process of attention while watching sports advertisements in interested and non-interested people using Electroencephalogram technology

Interdisciplinary Journal of Management Studies
دوره 17، شماره 2، تابستان 2024، صفحه 393-408    اصل مقاله (731.82 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22059/ijms.2023.337628.674912
نویسندگان
Zahra Aminiroshan1؛ Javad Gholamian1؛ Ahmad Mahmoudi* 2؛ Sahar Pirjamadi3
1Department of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
2Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran
3Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Allameh Tabataba’I, Tehran, Iran
چکیده
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.
کلیدواژه‌ها
Advertising؛ Attention Index (AI)؛ Brain Waves؛ Interest in Sport؛ Sport
مراجع
آمار
تعداد مشاهده مقاله: 1,277
تعداد دریافت فایل اصل مقاله: 1,249