بررسی پردازش امواج مغزی جهت ارزیابی کارایی تبلیغات نام نمای نایکی بر تصمیم به خرید ورزشکاران

نوع مقاله: مقاله پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت بازاریابی ورزشی، گروه تربیت بدنی، دانشکده علوم تربیتی و روانشناسی، دانشگاه محقق اردبیلی، اردبیل، ایران

2 استادیار مدیریت ورزشی،گروه تربیت بدنی، دانشکده علوم تربیتی و روانشناسی، دانشگاه محقق اردبیلی، اردبیل، ایران

3 استاد مدیریت ورزشی، گروه تربیت بدنی، دانشکده علوم تربیتی و روانشناسی، دانشگاه محقق اردبیلی، اردبیل، ایران

چکیده

امروزه پژوهش های بازاریابی به عنوان یکی از مهمترین ابزارهای شکل دهنده تصمیم گیری مدیران از اهمیت خاصی برخوردار هستند. نورومارکتینگ به عنوان روش نوین بازاریابی می تواند به بازاریابان کمک کند تا درک بهتری از مصرف کننده ها داشته باشند. هدف از پژوهش حاضر، پردازش امواج مغزی جهت ارزیابی کارایی تبلیغات نام نمای نایکی بر تصمیم به خرید ورزشکاران است. پژوهش حاضر ازنظر هدف کاربردی و به روش نیمه آزمایشی از نوع کور یک‏طرفه است. جامعه آماری تحقیق را دانشجویان زن و مرد مقاطع کارشناسی، ارشد و دکترا با داشتن سابقه ورزشی و عضو بودن در تیم‌های ورزشی دانشگاه محقق اردبیلی در سال تحصیلی 97-96 تشکیل دادند (N=80). که 40 نفر از آن‏ها از طریق نمونه ‏گیری احتمالی محدود از نوع طبقه ای (همگی راست‏ دست، در رده‏ی سنی 25-18 سال) به‌عنوان نمونه آماری در نیمه دوم سال 1396 انتخاب شدند. امواج مغزی آزمون‌شوندگان با استفاده از نرم‌افزار Brain Mapping و به‌وسیله تحلیل‏ های ریاضی به عدد تبدیل شد. برای تجزیه‌وتحلیل داده‏ های پرسش‏نامه از نرم‌افزار SPSS استفاده شد؛ از آزمون t زوجی، آزمون t مستقل، تحلیل واریانس با اندازه‌های مکرر و آزمون تعقیبی LSD برای آزمون فرضیه‏ها استفاده شد. یافته‏ های آماری تفاوت تأثیر تبلیغات بر تصمیم به خرید مردان و زنان ورزشکار را به‌طور واضح نشان داد (007/0=P). یافته‏ ها هم‌چنین تفاوت فعالیت فرکانس امواج مغزی (آلفا، بتا، دلتا و تتا) در پیش، هنگام و پس از مشاهده ‏ی تبلیغات در میان ورزشکاران هر چهار گروه را به‌طور واضح نشان می‏ دهد. بر اساس یافته‌های این پژوهش می‌توان گفت بازاریابان با درک کارکردهای مغز انسان در رفتار خرید مصرف‌کننده برای دسترسی به اهداف خود، می‌توانند تبلیغات خود را مناسب با نظر مخاطبانشان بسازند.

کلیدواژه‌ها


عنوان مقاله [English]

A Study of BrainWave Processing to Evaluate the Effectiveness of Nike Brand Advertising on Athletes' Decision to Buy

نویسندگان [English]

  • Masoud Darabi 1
  • Nasrin Azizian Kohan 2
  • Mehrdad Moharamzadeh 3
1 M.Sc. in Sports Management, Faculty of Educational Science and Psychology, University of Mohaghegh Ardabili , Ardabil, Iran.
2 Assistant Professor of Sports Management, , Faculty of Educational Science and Psychology, University of Mohaghegh Ardabili , Ardabil, Iran,
3 Professor of Sports Management, , Faculty of Educational Science and Psychology, University of Mohaghegh Ardabili , Ardabil, Iran,
چکیده [English]

Abstract
Today, marketing research is one of the most important tools of managers' decision making. Neuromarketing as a new way of marketing can help marketers gain a better understanding of consumers. The purpose of the present study was to analyze brain waves to evaluate the effectiveness of Nike brand advertising on athletes' decision to buy. The purpose of this study is to apply a quasi-experimental one-way blind method. The statistical population of the study consisted of male and female undergraduate, postgraduate and postgraduate students with sporting experience and membership in the sports teams of Mohaghegh Ardabili University in the academic year of 1997-96 (N = 80): Forty of them were selected as the statistical sample in the second half of the year 1396 through restricted probability sampling (all right-handed, in the age range of 18-25 years). The brain waves of the testers were converted to numbers using Brain Mapping software. SPSS software was used for data analysis. Paired t-test, independent t-test, repeated measures ANOVA and LSD test were used to test the hypotheses. Statistical findings showed a significant difference between the effect of advertising on the purchase decision of men and women athletes (P = 0.007). The findings also clearly show the difference in brain wave frequency activity (alpha, beta, delta, and theta) before, during, and after viewing advertising among athletes in all four groups. Based on the findings of this study, marketers can understand how the human brain functions in consumer buying behavior to reach their goals, and can tailor their ads to their audience.

کلیدواژه‌ها [English]

  • Brain waves
  • Neuromarketing
  • brand
  • Athletes
  • Advertising
  • Decision to buy

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