Processing and analysis of electroencephalography signal to evaluate the effect of sport advertisement on customers

Document Type: Original research papers

Authors

1 University of Mohaghegh Ardabili

2 Assistant Prof. in Sport Management, University of Mohaghegh Ardebili

3 Professor in Sport Management, University of Mohaghegh Ardebili

4 University of Mohaghegh Ardabili, Ardabil, Iran

Abstract

The purpose of this study was to process and analysis of the electroencephalography signal to assess the effect of sport advertisement on the customers. Forty university student athletes, which were interested and uninterested to the Nike brand were selected (all right handed with 18-25 years old). They were 10 male interested athletic, 10 male uninterested athletes, 10 female interested athletes and 10 female uninterested athletes. When brain waves were registered by the electroencephalography device, Brian mapping software and math analysis used to change information to numeric data. Data analyzing by variant analysis test with Repeated Measures ANOVA and LSD test was done. The results showed that the activity of alpha, beta and theta waves in the interested group had a significant increase. Moreover, the activity of alpha and theta in uninterested group was not significantly different. Results showed that it's possible to find out the effect of sport advertisement Nike brand on brain waves (alpha, beta, delta and theta) by registering the customer's brain waves by electroencephalography. Moreover, by processing and analyzing the signals, we conclude that advertisements increase the amount of analytic and focused thinking, as well as arousal, and can play a significant role into decision making.

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