Mental processes of consumers (athletes and non-athletes) of sports products with regard to neural function in viewing domestic and foreign brands using EEG
Subject Areas : Innovation in Sports Management
Reyhaneh Ajudan Gharaee
1
,
Mohammad Reza Esmaeilzadeh Ghandehari
2
*
,
Ali Ghanae Chamanabad
3
,
Ehsan Tahame
4
1 - PhD student in sports management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
2 - Associate Professor, Department of Physical Education, Faculty of Management, Mashhad Branch, Islamic Azad University, Mashhad, Iran
3 - Associate Professor, Ferdowsi University of Mashhad, Mashhad, Iran
4 - Assistant Professor of Physical Education Department, Mashhad Branch, Islamic Azad University of Mashhad, Iran
Keywords: advertising, neuromarketing, brain wave signal.,
Abstract :
The current research was carried out with the aim of investigating the neuromarketing of the cognitive processes of consumers of sports products at the same time as observing domestic and foreign brands. 6 sports advertisement clips, including 3 foreign brands and 3 domestic sports brands, were selected and recorded two by two. The statistical population includes 16 athletes and 16 non-athletes. The subjects are asked to first answer the EQG (Mental Health Questionnaire) questionnaire whose purpose is to measure the mental health of the individual. Next, a researcher-made questionnaire based on the brand name and consumer behavior components was given. The signal recording was done in the specialized medical engineering laboratory of Azad University, Mashhad branch. To record the EEG signal, channels that were confirmed in previous studies have been selected. Recording of brain waves while watching advertisements by the ERP device, which includes a special cap with 21 sodium chloride electrodes. To check each brand, attention was paid to the signal related to the brands and finally the optimal feature was extracted and also the features that had the most repetitions were selected. Descriptive statistics were used to analyze the research data. Features were extracted in all subjects (32 people) and 7 main channels and statistical analysis was performed on them. Finally, according to the classifier error rate of these features with test scores, the best features are determined. The purpose of neural network classification in this work is to determine the level of influence of advertisements on subjects. The results showed that out of 32 cases, it was wrongly classified in 6 cases. Therefore, it can be concluded that the effects of brands on people were close to each other. The advertisements used in the research have been able to have a positive effect on the advertised brand, and in the meantime, foreign brands were more influential than domestic brands on the research samples.
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