| Comparison of Beta Wave Responses of The Prefrontal Cortex To Sports And Non-Sports Product Advertisements With And Without The Presence of A Sports Endorser |
| Paper ID : 1662-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 (FP1, FP2, FPz, F3, Fz, F4, F7, F8). Participants watched four Advertisement videos from sports and non-sports brands, with and without the presence of Ronaldo. Brain activity in the Beta (12–30 Hz) band was analyzed to assess indicators of attention. Results: No significant interaction was detected between group and advertisement type (F = 0.98, p = 0.41). A robust main effect of group emerged (F = 10.78, p < 0.001, partial η² = 0.11), with non-athletes demonstrating reduced beta power compared to athletes (mean difference = -2.78, 95% CI = [-4.12, -1.44]). A significant main effect of advertisement type was evident (F = 9.12, p < 0.001, partial η² = 0.13), where in non-sports advertisements without endorsers yielded the lowest beta activity, in contrast to the elevated beta activity in sports advertisements with endorsers. Conclusion: The heightened beta in athletes denotes amplified attentional and cognitive arousal to ads, especially with endorsers, reflecting neural optimization from experience. Non-athletes' subdued beta implies lesser workload or disinterest, particularly in non-sports without endorsers, suggesting relevance modulates effort. Collectively, this underscores endorsers' capacity to heighten cognitive integration, fostering intent via active processing. |
| Keywords |
| Beta Wave, Electroencephalogram, Endorsement, Consumer Interest, Advertisement |
| Status: Abstract Accepted (Poster Presentation) |
