The Effect of The Role and Context on The Perception of Product Advertising: Quantitative Electroencephalographic Study

The aim of this study was to investigate the effect of role and field effect on product perception. This study was a causal-comparative study. The statistical population of this study was all male students of Islamic Art University of Tabriz in the year 2018. At first, randomly, 30 people were selected from those who were eligible for testing, then a video clip was presented in two stages (once the rules of the law were applied in the articles of the law and once the rule of law was not observed) At the same time, quantitative electroencephalography was recorded in the delta, theta, alpha and beta frequency bands. The data were analyzed by multivariate analysis of variance and all stages were calculated using SPSS version 23 software. The findings showed that there was a significant difference in beta frequency in two stages of video clip presentation (P 0.05) . Based on the findings of this research, it can be said that the products that the gistalt's role and law are observed in are more likely to attract the attention of the user.