Sport Management Journal

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

Document Type : Research Paper

Authors

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

https://doi.org/10.22059/jsm.2020.299301.2430
Abstract
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.

Keywords

Electroencephalography
Emotional Appeals
Neurological Marketing
Rational Appeals
Semi Experimental
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Sport Management Journal
Volume 13, Issue 4
Winter 2022
Pages 1197-1213

  • Receive Date 11 March 2020
  • Revise Date 28 July 2020
  • Accept Date 16 September 2020

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