مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

پاسخ‌های عصبی به تبلیغات همسان براساس مؤلفه‌های شناختی و رفتاری: رویکرد بازاریابی عصبی

نوع مقاله : مقاله علمی-پژوهشی

نویسندگان
1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران.
2 استادیار، گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی ، رشت، ایران.
3 استاد، مرکز تحقیقات علوم اعصاب، پژوهشکده تروما، دانشگاه علوم پزشکی گیلان، رشت، ایران.
4 استادیار، گروه مدیریت، واحد بندرانزلی، دانشگاه آزاد اسلامی، بندرانزلی، ایران.
چکیده
پژوهش حاضر با تأکید بر بازاریابی عصبی، به بررسی رابطه بین فعالیت موج آلفا (13-8) و ترجیحات مصرف‌کنندگان در هنگام مشاهده تبلیغات همسان، براساس جنسیت و عدم تقارن نیمکره‌های مغزی می‌پردازد. هدف اصلی تحقیق، ارزیابی ارتباط بین فعالیت‌های مغزی و پیامدهای شناختی و رفتاری مصرف‌کنندگان است.
این مطالعه نیمه‌تجربی و کاربردی بوده و با نمونه‌ای شامل 20 نفر از کارکنان و دانشجویان دانشگاه علوم پزشکی گیلان انجام شد که همگی راست‌دست و بدون سابقه بیماری‌های مرتبط با سر بودند. نمونه‌ها به‌صورت غیرتصادفی و در دسترس انتخاب شدند. داده‌های این تحقیق با استفاده از دستگاه EEG ، ویدئو تبلیغاتی و پرسشنامه جمع‌آوری گردیده است. امواج مغزی حین تماشای تبلیغات همسان ثبت و سپس با پاسخ‌های پرسشنامه که توسط شرکت‌کنندگان پس از تماشا تبلیغات همسان تکمیل گردیده است، مقایسه شد. داده‌ها توسط نرم‌افزار متلب و نوروگاید پردازش و توسط نرم افزار متلب و ای ای جی لب به عدد تبدیل گردیدند. سپس تحلیل‌ها با استفاده از آزمون یو من-ویتنی و ویلکاکسون در نرم‌افزار اس پی اس اس 26 انجام گرفت.
یافته‌ها نشان داد، هیچ تفاوت معناداری در فعالیت موج آلفا بین زن و مرد در هنگام مشاهده تبلیغات همسان مشاهده نشد. اما تفاوت معناداری بین فعالیت موج آلفا در نیمکره‌های چپ و راست مغز در هنگام تماشا تبلیغ همسان فولکس واگن و شرکت هواپیمایی امارات، مشاهده شد. در سایر برندها این تفاوت به‌صورت حاشیه‌ای معنی‌دار است. یافته‌های حاصل از مقایسه تغییرات امواج مغزی شرکت‌کنندگان با پاسخ‌های پرسشنامه نشان داد، توان مطلق موج آلفا در نیمکره راست در اکثر شرکت‌کنندگان بالاتر از نیمکره چپ بوده است. همچنین، در مقایسه ترجیحات آزمون‌شوندگان با تغییرات موج آلفا، مشاهده شد که در برخی شرکت‌کنندگان ترجیح و احساسات نسبت به تبلیغات با تغییرات موج آلفا در نیمکره‌ها همخوانی دارد.
نتایج نشان می‌دهند با توجه به اینکه افزایش موج آلفا در نیمکره چپ همیشه به معنای دوست داشتن یا ترجیح نیست، اما تبلیغات و ترجیحات افراد به‌طور قابل‌توجهی با تغییرات امواج مغزی آلفا در نیمکره‌های مغز در ارتباط است. موج آلفا می‌تواند به عنوان شاخص‌هایی برای بررسی واکنش‌های احساسی و ترجیحات مصرف‌کنندگان استفاده شوند، اما تفاوت‌های معناداری از لحاظ جنسیت یا فعالیت نیمکره‌های مغز همیشه قابل تشخیص نیستند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Neural Responses to Native Advertising Based on Cognitive and Behavioral Components: A Neuromarketing Approach

نویسندگان English

Mina Montakhab Madani 1
Yalda Rahmati Ghofrani 2
Shahrokh Yousefzadeh Chabook 3
Rahmat Ali Saberi Haghayegh 4
1 PhD student, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.
2 Assistant Professor, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.
3 Professor, Neuroscience Research Center, Trauma Institute, Guilan University of Medical Sciences, Rasht, Iran.
4 Assistant Professor, Department of Management, Bandar Anzali Branch, Islamic Azad University, Bandar Anzali, Iran.
چکیده English

The present research, with an emphasis on neuromarketing, investigates the relationship between alpha wave activity (8-13 Hz) and consumer preferences while viewing native advertisements, based on gender and brain hemispheric asymmetry. The main objective of the study is to evaluate the connection between brain activity and the cognitive and behavioral outcomes of consumers.
This quasi-experimental and applied study was conducted with a sample of 20 employees and students from Guilan University of Medical Sciences, all of whom were right-handed and had no history of brain-related illnesses. The samples were selected non-randomly and based on availability. Data for this research was collected using an EEG device, video advertisements, and a questionnaire. Brainwaves were recorded while viewing native ads and then compared with the questionnaire responses that participants completed after watching the ads. The data were processed using MATLAB and NeuroGuide software, and EEG-LAB and MATLAB were used for numerical conversion. Statistical analyses were then conducted using the Mann-Whitney U and Wilcoxon tests in SPSS 26.
The findings revealed no significant difference in alpha wave activity between men and women during the viewing of native advertisements. However, a significant difference in alpha wave activity was observed between the left and right hemispheres of the brain when watching Volkswagen and Emirates Airline advertisements. For other brands, this difference was marginally significant. A comparison of participants' brainwave changes with their questionnaire responses showed that the absolute power of alpha waves in the right hemisphere was higher than in the left hemisphere for most participants. Additionally, when comparing participants' preferences with alpha wave changes, it was observed that in some participants, preferences and emotions towards advertisements aligned with the changes in alpha waves in the hemispheres.
The results suggest that while an increase in alpha waves in the left hemisphere does not always indicate liking or preference, advertisements and individual preferences are significantly related to changes in alpha brainwaves across the hemispheres. Alpha waves can serve as indicators for assessing consumers' emotional reactions and preferences, though significant differences based on gender or hemispheric brain activity are not always detectable.

کلیدواژه‌ها English

Alpha wave
Cognitive and behavioral components
Native advertising
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دوره 6، شماره 2 - شماره پیاپی 28
تابستان 1404
صفحه 138-170

  • تاریخ دریافت 23 شهریور 1403
  • تاریخ بازنگری 25 مهر 1403
  • تاریخ پذیرش 29 مهر 1403