The effectiveness of watching teaser ads on the index of brain wave preference to the desire to buy sports products

Document Type : Research Paper


1 Department of Sports Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

2 Department of Sports Sciences, Kish International Campus, University of Tehran, Kish, Iran

3 1. Department of Sports Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran


Due to the importance of marketing and the rapid increase in the use of marketing incentives in recent years, the study examined the effectiveness of watching the sports brand advertising teaser on the index of preference to buy sports products. A total of 39 male and female students and professional athletes of the University of Tehran, all of whom were upright and had no history of head or neck disease, were selected for the experiments. Data collection tools were an electroencephalography device and questionnaire. The research included six main stages of sample selection, an examination by a physician, filling in the written consent of the subject, answering the pre-test questionnaire, examining the brain frequency bands while watching sports brands promotional videos, and finally filling out the post-test questionnaire. The results of this study were collected, analyzed, and evaluated using SPSS 25 software and descriptive statistics and inferential statistics. The results of this study also show that the preference index, when watching a sports brand promotional video, had a significant effect on the desire to buy sports products. Also, brain waves (alpha, beta, theta, and delta) had a significant effect on the desire to buy sports products while watching the sports brand promotional video.


Main Subjects

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