مقایسه تأثیر تبلیغات برند بر الگوی امواج مغزی مصرف کنندگان علاقمند و غیر علاقمند به برند

نوع مقاله: مقاله پژوهشی

نویسنده

استادیار، دکتری علوم اعصاب شناختی، دانشکده طراحی اسلامی، دانشگاه هنر اسلامی تبریز ، تبریز، ایران.

چکیده

مقدمه: پژوهش حاضر با هدف مقایسه تاثیر تبلیغات برند بر الگوی امواج مغزی مصرف کنندگان علاقمند و غیرعلاقمند به برند نایک انجام شد. روش: مطالعه حاضر از نوع علّی - مقایسه ای بود. جامعه آماری پژوهش حاضر دانشجویان پسر دانشگاه تبریز در سال تحصیلی 96-95 بودند. ابتدا با استفاده از اعلام فراخوان و پرسشنامه محقق ساخته میزان علاقمندی به برند، دانشجویان علاقمند و غیر علاقمند به برند شناسایی شدند و از این افراد به صورت تصادفی ساده 20 نفر علاقمند و 20 نفر غیر علاقمند به برند انتخاب شد. سپس کلیپ ویدیوئی تبلیغاتی که اصول نورومارکتینگ در آن رعایت شده باشد پخش و همزمان از این افراد در باندهای فرکانسی دلتا، تتا، آلفا و بتا ثبت الکتروانسفالوگرافی کمی به عمل آمد. سپس داده های استخراج شده با روش تحلیل واریانس چندمتغیره تجزیه و تحلیل شدند و کلیه مراحل توسط نرم افزار SPSSنسخه 19 محاسبه گردید. یافته ها: یافته های پژوهش نشان داد بین افراد علاقمند و غیر علاقمند به برند تبلیغاتی تفاوت معناداری وجود دارد. در فرکانس دلتا، تتا و آلفا بین دو گروه تفاوت معناداری وجود داشت (P0/05). نتیجه گیری: براساس یافته های این پژوهش می­توان گفت درک عملکردهای اولیه مغز انسان در بررسی رفتار خرید مصرف کننده با استفاده از دستگاه های الکتروفیزیولوژیک امکان پذیر    است.

کلیدواژه‌ها


عنوان مقاله [English]

Comparing the Effect of Brand Advertising on Brain wave Patterns of Consumer and Non-branded Consumers

نویسنده [English]

  • yazdan movahedi
Assistant Professor, PhD in Cognitive Neuroscience, Faculty of Islamic Design, Tabriz Islamic Art University, Tabriz, Iran.
چکیده [English]

Introduction: The present study was conducted to evaluate the effect of brand advertising on the brain wave pattern of interested and unproductive consumers of Nike brand. Method: This study was a causal-comparative study. The statistical population of the present study was male students of Tabriz University in the period of 2016-17. At first, using brand-name questionnaire and researcher-made questionnaire, brand-related students were identified as interested and uninvited students, and were randomly selected from 20 individuals and 20 uninitiated. Then the video clip that was used for Nor Marketing has been broadcast and at the same time a small amount of electroencephalography has been recorded in the delta, theta, alpha and beta frequency bands. Data were then analyzed by multivariate analysis of variance and all stages were calculated by SPSS software version 19. Findings: The results of the research showed that there is a significant difference between those who are interested and not interested in advertising brand. There was a significant difference between the two groups in the delta, theta, and alpha frequencies (P 0.05). Conclusion: Based on the findings of this research, it can be said that understanding the early functions of the human brain in the study of consumer purchasing behavior is possible using electrophysiological devices.

کلیدواژه‌ها [English]

  • Brand Advertising
  • Brain Wave Pattern
  • Neural Marketing
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