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Exploring the relationships between brain wave and customer-perceived value after watching sports products commercials

Author

Listed:
  • Nasim Iravaninezhad
  • Seyed Nasrollah Sajjadi
  • Ali Golbazi Mahdipour
  • Asghar Ranjbar Aghdam

Abstract

This study aims to investigate the changes in brain wave amplitudes while determining the customer-perceived value of sports products after watching advertising teasers. Brain response to the stimuli was investigated based on brain wave amplitudes obtained from Electroencephalography (EEG). Data were collected in six main stages, namely, subject selection, health examination by a physician, filling out a written consent, filling out a questionnaire, examination of brain wave amplitudes using EEG while watching sports advertising teasers. Results showed that the brain wave amplitudes had significant effects on the customer-perceived value of several sports brands, i.e., Adidas, Nike, Puma and Reebok. Furthermore, a multiple linear regression model based on the predictive variables, i.e., brain wave amplitudes, is presented to predict the customer-perceived value. The findings of this study can help brand owners evaluate the effectiveness of video advertising by increasing the willingness of customers to purchase their products.

Suggested Citation

  • Nasim Iravaninezhad & Seyed Nasrollah Sajjadi & Ali Golbazi Mahdipour & Asghar Ranjbar Aghdam, 2024. "Exploring the relationships between brain wave and customer-perceived value after watching sports products commercials," International Journal of Applied Management Science, Inderscience Enterprises Ltd, vol. 16(4), pages 397-413.
    • Handle: RePEc:ids:injams:v:16:y:2024:i:4:p:397-413
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