نشریه مدیریت ورزشی

نقش آگهی‌های تبلیغاتی مرتبط با ورزش در پارک در تغییرات امواج مغزی افراد با استفاده از QEEG

نوع مقاله : مقاله پژوهشی

نویسندگان

مجتبی قاسمی سیانی 1
سردار محمدی 2
محمد سلطان حسینی 3

1 دانشجوی دکتری مدیریت بازاریابی ورزشی، دانشگاه کردستان، سنندج، ایران

2 دانشیار، گروه تربیت بدنی و علوم ورزشی، دانشگاه کردستان، سنندج، ایران

3 دانشیار، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه اصفهان، اصفهان، ایران

https://doi.org/10.22059/jsm.2020.299301.2430
چکیده
هدف از تحقیق حاضر بررسی نقش انواع آگهی‌های تبلیغاتی منطقی و هیجانی مرتبط با ورزش در پارک در تغییرات امواج مغزی افراد با استفاده از الکتروانسفالوگرافی کمی بود. تحقیق حاضر، کاربردی و نیمه‌تجربی بود. جامعة آماری تحقیق شهروندان شهر اصفهان بودند که تاکنون برای فعالیت ورزشی به پارک‌ها مراجعه نکرده‌اند. افراد 25 تا 35 ساله و تعداد 24 نفر (12 زن و 12 مرد) به‌عنوان نمونه انتخاب شدند. امواج مغزی افراد در دو مرحلۀ پیش‌آزمون (مشاهدة صفحة سفید) و پس‌آزمون (مشاهدة تصاویر منطقی و هیجانی) ثبت شد. از QEEG برای ثبت و کدنویسی امواج مغزی، و به‌منظور تحلیل داده‌ها از آمار توصیفی و استنباطی (ویلکاکسون) با نرم‌افزار SPSS استفاده شد. نتایج نشان داد امواج مغزی افراد در مرحلۀ پس‌آزمون (مشاهدۀ تصاویر منطقی و هیجانی) نسبت به مرحلة پیش‌آزمون (مشاهدة صفحة سفید) کاهش یافت، که این کاهش هنگام مشاهدة تصاویر هیجانی بیشتر بود. از آنجا که کاهش امواج آلفا نشان‌دهندة افزایش توجه و بار شناختی است، به متولیان امر ورزش همگانی و به‌خصوص ورزش در پارک‌های شهر اصفهان پیشنهاد می‌شود به‌منظور تهییج شهروندان به ورزش و فعالیت بدنی در پارک‌ها از جاذبه‌های تبلیغاتی، به‌ویژه جاذبه‌های هیجانی، استفاده کنند.

کلیدواژه‌ها

الکتروانسفالوگرافی
بازاریابی عصبی
جاذبه‌های منطقی
جاذبه‌های هیجانی
نیمه‌تجربی

عنوان مقاله English

The Role of Sports-Related Advertising in the Park in Brainwave Changes of People Using QEEG

نویسندگان English

Mojtaba Ghasemi Siani 1
Sardar Mohammadi 2
Mohammad Soltan Hosseini 3
1 PhD Student in Sport Marketing Management, University of Kurdistan, Sanandaj, Iran
2 Associated professor, Department of Physical Education and Sports Science, University of Kurdistan, Sanandaj, Iran
3 Associated professor, Faculty of physical education and sport sciences, University of Isfahan, Isfahan, Iran
چکیده English

The purpose of the present study was to investigate the role of rationale and emotional advertising appeals related to sport in the park on brainwave changes of people with using quantitative electroencephalography (QEEG). The present study was practical and semi-experimental. The statistical population of the present study was the citizens of Isfahan city who have not yet visited the parks for sports activities. People in the age range of 25 to 35 years and 24 people (12 women and 12 men) were selected as the sample. Sample brainwaves were recorded in two stages: pre-test (observation of white screen) and post-test (observation of rational and emotional Ads). QEEG device were used for recording and coding sample brainwaves, and descriptive and inferential statistics (Wilcoxon test) were used for data analysis with SPSS software. The results showed that the brainwaves decreased in the post-test phase (observation of rational and emotional Ads) compared to the pre-test phase (white screen observation), which this reduction was greater when viewing emotional Ads. Since the decrease in alpha waves indicates an increase in attention and cognitive load, Officials of sport for all, especially sport in Isfahan city parks are suggested to use advertising appeals, especially emotional advertising appeals, in order to stimulate and persuasion of the citizens to engage in sport for all and physical activity in the parks.

کلیدواژه‌ها English

Electroencephalography
Emotional Appeals
Neurological Marketing
Rational Appeals
Semi Experimental
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نشریه مدیریت ورزشی
دوره 13، شماره 4
زمستان 1400
صفحه 1197-1213

  • تاریخ دریافت 21 اسفند 1398
  • تاریخ بازنگری 07 مرداد 1399
  • تاریخ پذیرش 26 شهریور 1399

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