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

Document Type : Research Paper

Authors

1 PhD of Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Mashhad Ferdowsi, Mashhad, Iran

2 Assistant Professor of Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.

3 Assistant Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran.

4 Ph.D of Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Allameh Tabataba’I, Tehran, Iran

Abstract

This study aims to investigate the attention cognitive process while watching sport 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 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 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.

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