با همکاری مشترک دانشگاه پیام نور و انجمن عصب روان‌شناسی

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
- Amanda S. Bruce, Rebecca J. Lepping, Jared M. Bruce, J.Bradley C. Cherry, Laura E. Martin, Ann M. Davis, William M. Brooks, CaryR. Savage, (2012). “Brain Responses to Food Logos in Obese and Healthy Weight Children”, the University of Kansas Medical Center Research Institute’s Clinical Pilot Program, www.jpeds.com, The Journal Of Pediatics, , p: 759-764
- Bagozzi RP, Gopinath M, Nyer PU. (1999). The role of emotions in marketing. J Acad Market Sci. 27(2): 184–206.
- Burne J. (2003). Inside the mind of the shopper: Neuromarketing Financial Times. 13.Christophe, Morin. (2011). “Neuromarketing:The New Science of Consumer Behavior”, Connsumer Cultur in Global Perspective, Pp: 130-135
- Deppe M, Schwindt. W, Kugel. H, Plassmann. H, Kenning P. (2005), “Nonlinear responses within the medial prefrontal cortexreveal when specific implicit information influences economic decision making”, Department of Neurology, Institute of Clinical Radiology, Apr; 15(2): Pp: 171-82
- Gazzaniga MS, Ivry RB, Mangun GR. (2008). Cognitive Neuroscience: The Biology of the Mind. 3rd ed. New York: Hardcover. p. 30-45.
- Giovanni, Vecchiato. Laura, Astolfi. Fabrizio, De. Vico, Fallani. Jlenia, Toppi. Fabio, Aloise. Francesco, Bez. Daming, Wei. Wanzeng, Kong. Jounging, Dai. Febo, Cincotti. (2011). “Enhance of theta EEG spectral activity related to the memorization of commercial advertisings in Chinese and Italian subjects”, Biomedical Engineering and Informatics (BMEI), 2011 4th International Conference on,Volume:3, Pp: 1-14 . - Glimcher PW, Camerer CF, Fehr E, Poldrack RA. Neuroeconomics: Decision Making and the Brain. New York: Academic Press. 2008.
- José Paulo, Santos. Daniela, Seixas. Sofia, Brandão. Luiz, Moutinho. (2011). “Investigating the role of the ventromedial prefrontal cortex in the assessment of brands", Original research article published, www.frontiersin.org, Pp: 1-8.
- José Paulo, Santos. Sofia,Brandão. Daniela, Seixas. (2010). “Neuromarketing: valence assessments of commercial brands. A Functional Magnetic Resonance Imaging (fMRI) study", Investigation Unit in Human Development and Psychology, ISMAI, Pp: 1-13.
- Kenning P, Plassmann H. (2005). Neuroeconomics: An overview from an economic perspective. Br Res Bull. 67(5): 343–54.
- Kenning, P., H. Plassmann, et al. (2007). “Neural correlates of ad liking. Proceedings of the Society for Consumer”, Psychology Conference. Las Vegas, Pp: 1-12.
- Lee N, Broderick A, Chamberlain L. (2007). What is ‘neuromarketing? A discussion and agenda for future research. Int J Psychol. 63: 199–204. - Michael. Deppe, Wolfram. Schwindt, Harald. Harald, Hilke. Plaßmann, Peter. Kenning, (2004). “Nonlinear Responses Withinthe Medial Prefrontal CortexReveal When Specific ImplicitInformation InfluencesEconomic Decision Making”, the Department of Neurology (MD), the Institute of Clinical Radiology (WS, HK), and the Department of Economics (HP, PK), University of Münster and University Hospital Münster, Germany, Pp: 117- 182.
- Milorad, Miljkovic. Slavko,Alcakovic. (2010). “Neuromarketing: Marketing Research Future?”, Menadzment, Marketing I Tragovina, Pp: 273-283.
- Morin C. Neuromarketing: (2011). The New Science of Consumer Behavior. Symposium: Consumer Culture in Global Perspective. 48: 131–5.
- Ohme, R., D. Reykowska, et al. (2010). “Application of frontal EEG asymmetry to advertising research”, Journal of Economic Psychology In Press, Corrected Proof, P: 82
- Patrícia, Figueiredo. Carlos, Manuel Pinho. Maria, Teresa. Carla, Cristina. (2010). "Use of EEG as a Neuroscientific Approach to Advertising Research", Dissertação para obtenção do Grau de Mestre em Engenharia Biomédica,Faculdade de medicina, Universidade de Lisboa, P.: 26- 42.
- Phil, Harris. (2008). “Neuromarketing marketing insights from neuroimaging research”, Department of Management and Marketing at the University of Melbourne, Faculty of Business and Economics, Pp: 20-22.
- Rafal, Ohmea. Dorota, Reykowska. Dawid, Wiener. Anna, Choromanska. (2010). “Application of frontal EEG asymmetry to advertising research”, Journal of Economic Psychology 31, journal homepage: www.elsevier.com, Pp: 785–793 .
- Solnais C, Andreu-Perez J, Sanchez-Fernandez J, Andréu-Abela J. (2013).The contribution of neuroscience to consumer research: A conceptual framework and empirical review. J Econ Psychol. 36: 68–81.
- Touhami ZO, Benlafkih L, Jiddane M, Cherrah Y, Malki HL, Benomar A. (2011). Neuromarketing: Where marketing and neuroscience meet. Afr J Bus Manage. 5(5): 1528-32.
- Veronica B. (2009). Brief History of Neuromarketing. J Bert Rus. 119-21.
- Williams, Jennifer. (2010). “Neuromarketing: Add It to the Marketing Toolbox”, Visibility Magazine, Web. 19 June, http://ww.visibilitymagazine.com,P: 1.
- Witchalls C. Pushing the buy button. Newsweek, (2004). http://www.commercialalert.org/issues/culture/ neuromarketing/pushing-the-buy-button.