| A COMPARATIVE ANALYSIS OF ALPHA WAVE OF PREFRONTAL CORTEX RESPONSES TO SPORTS AND NON-SPORTS PRODUCT ADVERTISEMENTS WITH AND WITHOUT THE PRESENCE OF A SPORTS ENDORSER AND ITS RELATIONSHIP TO FUTURE PURCHASE INTENTION |
| Paper ID : 1658-SPORTCONGRESS |
| Authors |
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Fatemeh Ghorbanalizadeh Ghaziani *1, Siavash Khodaparast2, Amir Moghadam3, Alia Saberi4 1Sports Management Department, Mashhad branch, Islamic Azad University, Mashhad, Iran. 2Department of Physical Education and Sport Sciences, Islamic Azad University, Lahijan Branch, Lahijan, Iran 3Department of Physical Education and Sport Sciences, Islamic Azad University, Mashhad Branch, Mashhad, Iran 4Department of Neurology, Neurosciences Research Center, Faculty of Medicine, Poursina Hospital, Guilan University of Medical Sciences, Rasht, Iran |
| Abstract |
| Introduction: Despite extensive research on endorser effects (1), few studies have used EEG to assess brain responses to sports endorsers and their association with future purchase intentions. Visual stimuli from advertisements enter the brain directly and produce responses that can be measured by EEG, which can predict consumer behavior more accurately than traditional surveys (2). In the context of neuromarketing in sports, EEG helps tailor advertisements to consumer interests, increasing impact and sales (3). Methods: This quasi-experimental study was conducted in a laboratory setting with a pretest-posttest design. 60 participants (athletes and non-athletes,) voluntarily participated. EEG data were recorded with a 16-channel g.USBamp device from the frontal and prefrontal areas. Participants watched four Advertisement videos from sports and non-sports brands, with and without the presence of Ronaldo. Brain activity in the alpha (8–12 Hz) band was analyzed to assess indicators of attention. Results: No significant interaction between group (athletes vs. non-athletes) and advertisement type (F=1.23, p=0.31), indicating that the effects of advertisement types on alpha waves are consistent across groups. However, a significant main effect of group was observed (F=12.45, p<0.001, partial η²=0.14), with non-athletes showing less adjusted post-test alpha suppression compared to athletes (mean difference=-3.45, 95% CI [-4.67, -2.23]), A significant main effect of advertisement type emerged (F=8.67, p<0.001, partial η²=0.12), with varying levels of alpha suppression across non-sports advertisements without endorsers elicited the highest alpha activity while sports advertisements with endorsers produced greater suppression. Conclusion: The greater alpha suppression in athletes indicates heightened cognitive engagement and attention to advertisements, particularly those with sports endorsers, reflecting neural efficiency from expertise. Non-athletes' higher alpha suggests relaxation or disengagement, especially in non-sports without endorsers, implying lower relevance reduces processing demands. Endorsers and sports content overcome perceptual homogeneity by boosting attention, potentially elevating purchase intent through sustained engagement. |
| Keywords |
| Endorsement,, Electroencephalogram, Consumer Interest, Alpha Wave, Advertisement |
| Status: Abstract Accepted (Poster Presentation) |
