Fans’ brain responses to social responsibility of famous athletes

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ELAHI ALIREZA; Taheri Kia Maryam; Javadi Amir Homayoun; Akbari Yazdi Hosein

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Journal Paper

Paper Information

Journal: Advances in Cognitive Sciences Year:2022 | Volume:23 | Issue:4 Page(s): 145-158

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Information Journal Paper

Title

Fans’ brain responses to social responsibility of famous athletes

Author(s)

ELAHI ALIREZA | Taheri Kia Maryam | Javadi Amir Homayoun | Akbari Yazdi Hosein | Issue Writer Certificate

Keywords

Electroencephalography

Neuro-marketing

Gender differences

Social responsibility in sports

Abstract

Introduction: The present study aimed to evaluate fans’ brain responses to elite athletes’ social responsibility activities and reflect on their socially supportive behaviors. Methods: The fans’ brain responses to the social responsibility activities by an elite athlete were explored utilizing the neuromarketing approach and a quasi-experimental research design. Results: The electroencephalographic (EEG) findings from a total number of 29 participants in the study revealed that the social responsibility of the elite athlete compared with an infamous counterpart could induce different brain responses in the fans. In addition, elite athlete's social responsibility activities could increase tendency for socially supportive behaviors by the participants (P=0. 001). The same hypothesis in terms of dividing the participants into male and female groups was also significant only in the females (P=0. 001). Conclusion: The present results study can have implications for organizations and marketers seeking to use athletes in their social marketing and business advertising. Moreover, the findings related to Gender differences demand serious attention from sports managers and marketers.

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APA: Copy

ELAHI, ALIREZA, Taheri Kia, Maryam, Javadi, Amir Homayoun, & Akbari Yazdi, Hosein. (2022). Fans’ brain responses to social responsibility of famous athletes. ADVANCES IN COGNITIVE SCIENCE, 23(4 ), 145-158. SID. https://sid.ir/paper/954945/en

Vancouver: Copy

ELAHI ALIREZA, Taheri Kia Maryam, Javadi Amir Homayoun, Akbari Yazdi Hosein. Fans’ brain responses to social responsibility of famous athletes. ADVANCES IN COGNITIVE SCIENCE[Internet]. 2022;23(4 ):145-158. Available from: https://sid.ir/paper/954945/en

IEEE: Copy

ALIREZA ELAHI, Maryam Taheri Kia, Amir Homayoun Javadi, and Hosein Akbari Yazdi, “Fans’ brain responses to social responsibility of famous athletes,” ADVANCES IN COGNITIVE SCIENCE, vol. 23, no. 4 , pp. 145–158, 2022, [Online]. Available: https://sid.ir/paper/954945/en

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