The Effect of Identification on Attitude toward Advertisements of Celebrity Athlete Using Neuromarketing Technique

The purpose of this study was to determine the effect of identification on attitude toward advertisements of celebrity athletes using Neuromarketing technique. This study was applied in terms of aims and in terms of nature was semi-experimental. The statistical population of this study included all physical education students of Tehran University and Shahid Beheshti in the academic year of 96-95 (N=1500). The sample of 300 students was selected, as a research prototype, through stratified random sampling according to Morgan table. Considering the existence of two distinct categories in this study, the final sample selected for brain scan was 30 students. The instruments of this study included: Cohen and Press (2003) scale and the G-tek Austrian Electroencephalographic device. The overall model used to conduct this study was composed of several main stages. The first stage was distributing the questionnaire among the primary samples; the second step was to select the final sample by analyzing the questionnaires; third, observe and record the brain waves of the final samples before ad and the fourth stage, advertising clip play backed and recorded their brain waves while viewing the ad. The results of this study indicate that the identification has a positive impact on changing attitudes towards the advertising of sports celebrities. Other results showed that the high identification group at T3 and low identification group at Fz had more activity than other areas.