Investigating Types of Advertising Appeals and Cognitive and Emotional Processes of Sport Consumers in Neuromarketing: A Systematic Review

Document Type : Original Article

Authors

1 Master student in marketing management in sport, Department of Physical Education, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran.

2 Department of Sport Sciences, Tarbiat Modares University, Tehran, Iran.

3 Assistant professor, Department of Psychology, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran.

Abstract

Advertising costs billions for many industries, including the sports industry, but many fail to accomplish their goals for various reasons. Poor advertising is caused by ignorance of the customer's needs. Neuromarketing made companies more aware of their clients and target market and examines unconscious responses to commercials and products, unlike traditional marketing. Knowing these factors helps companies build ads more accurately and cheaply. This research aims to conduct a systematic analysis of valid experimental tests in the field of neuromarketing. Specifically, we will focus on studies that utilize electroencephalogram and eye tracker to investigate advertising appeals and the cognitive and emotional processes of consumers. The objective is to analyze the data from these papers. To conduct an analysis, we will examine the number of publications per year, the publishers involved, the keywords employed, the methods utilized, the gender of participants, the issue of advertising stimulation, the style of advertising attractiveness, and the emotional and cognitive processes included. Our literature review was based on the Boland method (2017). A keyword search yielded 171 publications, which we refined using the Prisma standard guide (2009). This identified 43 English Scopus empirical studies from 2008 to 2023, which we categorized and sorted. Although the sports industry has smaller turnover than others, it can provoke powerful emotions and attract many people. Due to the specific nature of sports, emotive ads work better than others. According to the findings, the use of the eye tracking system is expanding. Among the cognitive and emotional processes, it was found that attention is used more than other processes.

Keywords

Main Subjects

References

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Journal of New Studies in Sport Management
Volume 6, Issue 2
May 2025
Pages 75-107

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