Introduction: Identifying the impact of advertising practices on perceptions and behavioral responses to the purchase of men and women has become an important issue in marketing science. This can be very effective in the advertising industry of sports goods. To this end, the aim of this study was to investigate the difference between the effect of advertising on male and female athletes on the level of desire to buy sporting goods.
Methods: This research was semi-experimental and used the standard questionnaire of experience, trust and attractiveness of famous people in Ohanian advertisements (1990) and the standard questionnaire of brand-product enthusiasm, Zichkowski model (1985). The validity of the questionnaires was confirmed by experts and its reliability using Cronbach's alpha method (α = 0.90) and (α = 0.93) was confirmed. The statistical sample of this study included 60 students of physical education in Kermanshah Azad University. The data were first collected using descriptive statistics and analyzed using SPSS23 software and statistical methods of dependent sample and Cohen's d-test.
Results: The results showed that the use of male athletes in sports advertising has a more positive effect on people's desire to buy. Also, women are more likely to buy sporting goods under the influence of advertising, attitudes and desires.
Conclusion: The effect of advertising on men and women is different. However, this effect is greater in the group of women because women are better listeners and are more exposed to the change of opinion caused by the effect of advertisements