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

Document Type : Original article

Author

Assistant Professor, PhD in Cognitive Neuroscience, Faculty of Islamic Design, Tabriz Islamic Art University, Tabriz, Iran.

Abstract

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.

Keywords

References
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Neuropsychology
Volume 3, Issue 11 - Serial Number 11
March 2018
Pages 131-142
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