The Role of Famous Athlete Endorsement in Consumers' Attention to Sports Products: Alpha and Beta Brain Waves

Neuromarketing techniques have expanded significantly in recent years. Therefore, in the present research, the role of endorsement strategy on the consumers’ attention to sports products is investigated by examining alpha and beta brain waves. The research method was done experimentally. The statistical population consisted of 20 males and females in the age range of 25 to 35 years. Images according to the endorsement strategy used with Enobio, a 20-channel electroencephalography device to record waves and measure attention. Frontal (F3, F4, FZ), central (C3, C4, CZ), temporal (T7, T8), occipital (O1, O2) and parietal (PZ) brain regions examined. In order to extract waves from quantitative electroencephalography data, Matlab 2013 b software was used. Mann–Whitney U test used to analyze the data using SPSS 22 software. The results showed that there is a significant difference between alpha and beta waves between two groups, without endorsement and with endorsement images, so the endorsement strategy reduces the amount of alpha waves and increases the amount of beta waves in different areas of the brain. Endorsement can attract the attention of the consumer significantly. It can be employed as an effective method to attract the attention of consumers and promote them to purchase sports product.