Application of Neuromarketing Tools in Sports
SOREN Student Sports & Health Open Researches e-Journal: New-Approaches,
Vol. 2 No. 4 (1400),
15 March 2022
,
Page 1-9
https://doi.org/10.22037/soren.v2i4.37818
Abstract
Neuromarketing is a branch of neuroscience research that aims to better understand the consumer of goods or services through unconscious processes and in sports marketing to explain the preferences, motivations, and expectations of the sports consumer, predict behavior and explain success or failure messages Used for sports advertising. A review of related articles shows that the use of neural imaging tools has the potential to provide valuable insights into the sports consumer and its intentions, and can develop sports marketing research. In this regard, the present study begins with the analysis of gaps in traditional marketing research. Then, examines and discusses the advantages and limitations of using these relatively new alternative methods, such as neuroimaging or brain signal analysis in sports neuro-marketing research. Also, it provides insights for research in this field by providing an overview of neural marketing techniques to researchers in the field of sports. Finally, this research concludes by predicting the evolutionary needs of using these tools.
- EEG
- MEG
- Eye Traking
- Facial Coding
- Sports Neuromarketing
How to Cite
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