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Measuring Brainwaves, arousal, pleasure and decision to purchase sports service industry

Document Type : Research Paper

Authors

1 PhD Student in Sport Marketing and Media, University Of Kurdistan, Sanandaj, Iran

2 Assistant Professor, Sport Management Group, University of Kurdistan, Sanandaj, Iran

3 Assistant professor, Faculty of physical education and sport sciences, Allameh Tabataba'i University, Tehran, Iran

Abstract

The purpose of this study was to investigate the role of the brainwaves, arousal, and pleasure on the decision to purchase the sports service industry. In terms of purpose, the study was an applied one which was done Semi-experimentally. The statistical sample of this study was 40 volunteers (20 women and 20 men) from students of physical education in the age range of 25 to 35 years. In order to provide the research tool, those images which were following research strategies were prepared and their content validity was confirmed by 10 sports marketing experts. An Electroencephalography device, a two-category questionnaire, and some self-assessment Manikins were used respectively to record the waves, to measure the purchasing decision and to measure arousal and pleasure. Matlab 2013 b software was used for extracting data. By using the SPSS 22 software, the descriptive and inferential statistical methods including analysis of variance with repeated measures and logistic regression were used to analyze data. The results showed that there was a significant difference (P <0.05) between the power of alpha wave in the frontal region of the brain in charitable strategies, validation, advertising and discount. Also, it was shown that the Neuropsychological responses explain a significant percentage of a consumer purchasing decisions. Therefore, marketers and researchers can provide more effective promotional activities for consumers based on their neuropsychological responses.

Keywords

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Sport Management Journal
Volume 13, Issue 2
June 2021
Pages 639-657
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History
  • Receive Date: 24 December 2019
  • Revise Date: 21 April 2020
  • Accept Date: 03 May 2020
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