IDEAS home Printed from https://ideas.repec.org/a/bco/mbrqaa/v26y2023p38-52.html
   My bibliography  Save this article

The Role of Famous Athlete Endorsement in Consumers' Attention to Sports Products: Alpha and Beta Brain Waves

Author

Listed:
  • Behzad Izadi

    (university of kurdistan)

  • Ali Ghaedi

    (Imam Ali University)

Abstract

Neuromarketing techniques have expanded significantly in recent years. Therefore, in the present research, the role of endorsement strategy on the consumers’ attention to sports products is investigated by examining alpha and beta brain waves. The research method was done experimentally. The statistical population consisted of 20 males and females in the age range of 25 to 35 years. Images according to the endorsement strategy used with Enobio, a 20-channel electroencephalography device to record waves and measure attention. Frontal (F3, F4, FZ), central (C3, C4, CZ), temporal (T7, T8), occipital (O1, O2) and parietal (PZ) brain regions examined. In order to extract waves from quantitative electroencephalography data, Matlab 2013 b software was used. Mann–Whitney U test used to analyze the data using SPSS 22 software. The results showed that there is a significant difference between alpha and beta waves between two groups, without endorsement and with endorsement images, so the endorsement strategy reduces the amount of alpha waves and increases the amount of beta waves in different areas of the brain. Endorsement can attract the attention of the consumer significantly. It can be employed as an effective method to attract the attention of consumers and promote them to purchase sports product.

Suggested Citation

  • Behzad Izadi & Ali Ghaedi, 2023. "The Role of Famous Athlete Endorsement in Consumers' Attention to Sports Products: Alpha and Beta Brain Waves," European Journal of Studies in Management and Business, EUROKD, vol. 26, pages 38-52.
    • Handle: RePEc:bco:mbrqaa::v:26:y:2023:p:38-52
    DOI: 10.32038/mbrq.2023.26.03
    as

    Download full text from publisher

    File URL: https://api.eurokd.com/Uploads/Article/577/mbrq.2023.26.03.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.32038/mbrq.2023.26.03?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Michel Wedel & Rik Pieters, 2000. "Eye Fixations on Advertisements and Memory for Brands: A Model and Findings," Marketing Science, INFORMS, vol. 19(4), pages 297-312, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rik Pieters & Michel Wedel, 2012. "Ad Gist: Ad Communication in a Single Eye Fixation," Marketing Science, INFORMS, vol. 31(1), pages 59-73, January.
    2. Pieters, Rik & Wedel, Michel, 2020. "Heads up: Head movements during ad exposure respond to consumer goals and predict brand memory," Journal of Business Research, Elsevier, vol. 111(C), pages 281-289.
    3. Wang, Qiuzhen & Cui, Xiling & Huang, Liqiang & Dai, Yiling, 2016. "Seller reputation or product presentation? An empirical investigation from cue utilization perspective," International Journal of Information Management, Elsevier, vol. 36(3), pages 271-283.
    4. Erfgen, Carsten & Zenker, Sebastian & Sattler, Henrik, 2015. "The vampire effect: When do celebrity endorsers harm brand recall?," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 155-163.
    5. Pieters, R. & Wedel, M., 2011. "Consumer attention to advertising," Other publications TiSEM 8c04b01b-73f6-4f3a-a99c-8, Tilburg University, School of Economics and Management.
    6. Ran, Tao & Yue, Chengyan & Rihn, Alicia, 2015. "Are Grocery Shoppers of Households with Weight-Concerned Members Willing to Pay More for Nutritional Information on Food?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(3), pages 1-18, November.
    7. Dena Yadin & Inbal Yahav & Lior Zalmanson & Nira Munichor, 2024. "Resolving the Ethical Tension Between Creating a Civil Environment and Facilitating Free Expression Online: Comment Reordering as an Alternative to Comment Moderation," Journal of Business Ethics, Springer, vol. 192(2), pages 261-283, June.
    8. Huddleston, Patricia T. & Behe, Bridget K. & Driesener, Carl & Minahan, S., 2018. "Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 85-93.
    9. Serhat Peker & Gonca Gokce Menekse Dalveren & Yavuz İnal, 2021. "The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study," Future Internet, MDPI, vol. 13(1), pages 1-18, January.
    10. Yu, Yining & Zhou, Xinyue & Wang, Lei & Wang, Qiuzhen, 2022. "Uppercase Premium Effect: The Role of Brand Letter Case in Brand Premiumness," Journal of Retailing, Elsevier, vol. 98(2), pages 335-355.
    11. Valters Kaže & Gatis Bolinskis & Jevgenijs Kurovs, 2022. "An Image-Based Approach to Measuring Human Values," Societies, MDPI, vol. 12(6), pages 1-17, December.
    12. Maurizio Canavari & Andreas C. Drichoutis & Jayson L. Lusk & Rodolfo M. Nayga, Jr., 2018. "How to run an experimental auction: A review of recent advances," Working Papers 2018-5, Agricultural University of Athens, Department Of Agricultural Economics.
    13. Alicia L. Rihn & Chengyan Yue, 2016. "Visual Attention's Influence on Consumers’ Willingness‐to‐Pay for Processed Food Products," Agribusiness, John Wiley & Sons, Ltd., vol. 32(3), pages 314-328, July.
    14. Michel Wedel & Rik Pieters & Ralf Lans, 2023. "Modeling Eye Movements During Decision Making: A Review," Psychometrika, Springer;The Psychometric Society, vol. 88(2), pages 697-729, June.
    15. Majid Zahmati & Seyed Morteza Azimzadeh & Mohammad Saber Sotoodeh & Omid Asgari, 2023. "An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement," Electronic Commerce Research, Springer, vol. 23(3), pages 1665-1676, September.
    16. Tonia Ruppenthal, 2023. "Eye-Tracking Studies on Sustainable Food Consumption: A Systematic Literature Review," Sustainability, MDPI, vol. 15(23), pages 1-32, November.
    17. Bradlow, Eric T. & Gangwar, Manish & Kopalle, Praveen & Voleti, Sudhir, 2017. "The Role of Big Data and Predictive Analytics in Retailing," Journal of Retailing, Elsevier, vol. 93(1), pages 79-95.
    18. Rik Pieters & Luk Warlop & Michel Wedel, 2002. "Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory," Management Science, INFORMS, vol. 48(6), pages 765-781, June.
    19. Urszula Garczarek-Bąk & Andrzej Szymkowiak & Piotr Gaczek & Aneta Disterheft, 2021. "A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 171-185, March.
    20. Robert B. Noland & Marc D. Weiner & Dong Gao & Michael P. Cook & Anton Nelessen, 2017. "Eye-tracking technology, visual preference surveys, and urban design: preliminary evidence of an effective methodology," Journal of Urbanism: International Research on Placemaking and Urban Sustainability, Taylor & Francis Journals, vol. 10(1), pages 98-110, January.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bco:mbrqaa::v:26:y:2023:p:38-52. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sara Gunen (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.