Document Type : Original Article
Researchers
1 Department of Exercise Physiology, Faculty of Physical Education and Sports Sciences, Allameh Tabataba'i University, Tehran, Iran
2 Mashhad Branch, Islamic Azad University, Mashhad, Iran
3 Lahijan Branch, Islamic Azad University, Lahijan, Iran
Ministerial Ethics Committee
Advertising creators and providers should focus on at least one element in advertising that cannot be ignored by consumers, and this element can be celebrity endorsement or so-called endorsement (Kong et al., 2019; Lopez). - Gonzales et al., 2018). Therefore, definitely the only reason that justifies the use of famous people for authentication; The use of characteristics related to the endorser and mental imagery in people so that they attribute the image of the endorser to the product or service and buy it (Skurano et al., 2018).
Although many researches have been done in the field of validation; But studies that evaluate the brain's response to the presence of sports endorsers in advertisements and the future purchase intention of customers have not been done; The information that customers see with their eyes is directly entered into their brains and what kind of reactions are given to the stimuli in their brains, need to be identified with the advanced devices of neuromarketing science. For example, electroencephalography and efnieres). These devices help to evaluate the brain response of the customers to the endorsement that is done using the advertisements of famous people and according to the interest of the people, more professional advertisements for it. designed so that we can increase the effectiveness of advertisements and have more sales and customer attraction by means of it.