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:: دوره 8، شماره 2 - ( بهار 1399 ) ::
دوره 8 شماره 2 صفحات 29-38 برگشت به فهرست نسخه ها
تأثیر محتوای تبلیغ بر توجه افراد: با بررسی توان باند آلفا
زهرا امینی روشن، سید مرتضی عظیم زاده*، مهدی طالب پور، مجید قشونی
گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، مشهد، ایران ، mortezaazimzade@um.ac.ir
چکیده:   (484 مشاهده)
مقدمه:‌ تبلیغات بی فایده خواهند بود اگر نتوانند توجه مخاطبان را به خود جلب کنند. هدف از این تحقیق بررسی تغییرات ناحیه فرونتال و پری‌فرونتال مغز در ارتباط با توان باند آلفا در حین تماشای تبلیغات بازرگانی بود. مواد وروش‌ها: طرح پژوهش نیمه تجربی بود و 30 شرکت‌کننده (15 مرد و 15 زن) دو تبلیغ (ورزشی و غیر ورزشی) را تماشا کردند. در این تحقیق نرم‌افزار نوروگاید برای تبدیل داده‌های الکتروآنسفالوگرافی به داده‌های کمی استفاده شد. یافته‌ها: نتایج تحقیق نشان داد که قدرت آلفا در زمان مشاهده تبلیغات ورزشی در میان تمامی افراد و در اکثریت کانال‌ها کاهش داشته است. این کاهش در هنگام مشاهده تبلیغات غیر ورزشی مشاهده نشد. این اختلاف از لحاظ تأثیر جنسیت بررسی شد و نتایج نشان داد که بین زنان و مردان اختلاف معنی‌داری وجود ندارد. نتیجه‌گیری: داده‌های ما نشان می‌دهد که استفاده از عناصر ورزشی ممکن است توجه را به سمت تبلیغات جلب کند و باعث ماندگاری و یادآوری بهتر حافظه شود.
واژه‌های کلیدی: علوم اعصاب، الکتروآنسفالوگرافی، توجه، ورزش، بازاریابی
متن کامل [PDF 1143 kb]   (101 دریافت)    
نوع مطالعه: پژوهشي | موضوع مقاله: تحقیقات پایه در علوم اعصاب
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Aminiroshan Z, Azimzade M, Talebpour M, Ghoshuni M. The Effect of Ad Content on Subjects' Attention: An Alpha Band Power Study. Shefaye Khatam. 2020; 8 (2) :29-38
URL: http://shefayekhatam.ir/article-1-2090-fa.html

امینی روشن زهرا، عظیم زاده مرتضی، طالب پور مهدی، قشونی مجید. تأثیر محتوای تبلیغ بر توجه افراد: با بررسی توان باند آلفا. مجله علوم اعصاب شفای خاتم. 1399; 8 (2) :29-38

URL: http://shefayekhatam.ir/article-1-2090-fa.html



دوره 8، شماره 2 - ( بهار 1399 ) برگشت به فهرست نسخه ها
مجله علوم اعصاب شفای خاتم The Neuroscience Journal of Shefaye Khatam
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