A Review of Neural Marketing and Its Application in Sports (Review of Experimental Studies)
SOREN Student Sports & Health Open Researches e-Journal: New-Approaches,
Vol. 2 No. 4 (1400),
15 Esfand 2022
,
Page 10-19
https://doi.org/10.22037/soren.v2i4.37811
Abstract
Successful sports marketing begins with understanding why and how consumers behave. To be successful in sports marketing, we need to incorporate the impact of important psychological variables into our research and decisions so that we can properly analyze consumer behavior. The behavior of a sports consumer in the face of a product or service depends entirely on her/his mind. Neuromarketing can detect conscious and unconscious reactions in people's minds. Traditional marketing, unlike neural research, does not have the ability to detect these emotions. In neural methods, unlike the traditional method, the unconscious causes of buying and the effect that advertising has on people's minds over time are discovered. This article has been done based on reviewing studies in the field of neural marketing in order to increase awareness and knowledge of this field in sports. Based on previous studies, it can be said that neural sports marketing from an empirical perspective is done in four groups: consumer decision making and the formation of consumer preferences, brain reward system interaction with marketing, consumer motivational and emotional responses, and neural foundations of memory. This emerging discipline connects neuroscience to sports consumer behavior, which, despite its perceived benefits, is still in its infancy in sports research. Now the future of neural marketing science is in a new field. Therefore, this study presents new concepts and research proposals in the field of sports.
- Sports Marketing
- Preference
- Brand
- Neuromarketing
How to Cite
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