| A Neuro-Sensory Model of Sports Marketing: From Brain Stimulation to Emotional Fan Experience |
| Paper ID : 1792-SPORTCONGRESS |
| Authors |
|
Ali Nasiri * PhD. Department of Sport Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba'i University, Tehran, Iran. |
| Abstract |
| Introduction: In recent years, the integration of neuroscience and marketing has led to the emergence of innovative approaches such as neuromarketing and sensory marketing. These approaches provide a deeper understanding of the neural and emotional mechanisms underlying consumer and spectator behavior in sports. The present study aims to develop a neuro-sensory model of sports marketing, explaining how non-invasive brain stimulation—particularly repetitive transcranial magnetic stimulation (rTMS)—alongside multisensory stimuli, influences emotional experience and fan loyalty (1). Methods: This study adopts a descriptive–analytical and conceptual interdisciplinary approach. Theoretical data were gathered through a systematic review of literature in neuroscience, neuromarketing, sensory marketing, and brain stimulation. Drawing on sensory–neural processing models and empirical findings on the effects of rTMS in modulating emotional neural networks, a conceptual framework of the neuro-sensory sports marketing model was proposed. Results: Conceptual analysis suggests that multisensory stimuli (visual, auditory, olfactory, tactile, and kinesthetic) activate cortical regions associated with emotion, pleasure, and memory, thereby shaping fans’ emotional perception and decision-making behavior. Evidence from neuroscience indicates that brain stimulation, particularly rTMS, can modulate beta and alpha wave activity, enhance emotional engagement and cognitive focus, and ultimately strengthen brand loyalty and fan experience in sports contexts. Conclusion: The proposed neuro-sensory sports marketing model integrates brain stimulation technologies such as rTMS with neurophysiological assessment tools (EEG, Eye Tracking, GSR), offering a novel framework for managing fan experience and optimizing marketing strategies in the sports industry. This model provides a foundation for developing the concept of brain-based sports marketing, representing the next generation of neuroscience-informed sports management. |
| Keywords |
| Neuromarketing, Sensory Marketing, Repetitive Transcranial Magnetic Stimulation (rTMS), Neuroscience, Fan Experience, Brand Loyalty, Brain Stimulation |
| Status: Abstract Accepted (Poster Presentation) |
