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

Document Type : Research Paper

Authors

1 Department of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran

2 Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran

3 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 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

Main Subjects

References

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Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies)
Volume 17, Issue 2
April 2024
Pages 393-408

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