Volume 21, Issue 2 (Summer 2019)                   Advances in Cognitive Sciences 2019, 21(2): 74-82 | Back to browse issues page


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Sadeh D, Saeednia H, Steidl P, Heidarzadeh K. Impact of branding social responsibility on the memory of consumers using brain waves analysis. Advances in Cognitive Sciences. 2019; 21 (2) :74-82
URL: http://icssjournal.ir/article-1-886-en.html
1- PhD Student, Department of Business management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2- Associate Professor, Department of Business management, North Tehran Branch, Islamic Azad University, Tehran, Iran
3- PhD, Department of Business management, Vienna University, Vienna, Austria.
4- Associate Professor, Department of Business management, Science and Research Branch, Islamic Azad University, Tehran, Iran
Abstract:   (1086 Views)
Introduction: On the basis of the scientific evidence illustrating that emotions dominate the cognitive and behavioral processes. Emotions are required to be taken into account in advertising because the advertisement of branding social responsibility for organizations can be considered an emotional potential for promotion and a competitive strategic..
Methods: The research was an exploratory-laboratory method. In order to record brain signals, the Electroencephalography instrument using through the EEG EPOC + 14 Electrode wireless device was applied. After clearing the signals using Emotive 3D Brain Visualizer, the frequency band and its position were extracted. The statistical population of the study consisted of two groups of 25 people (examination and control), which is a stimulus in the form of advertising for the examination group with a social nature and for the control group with a completely economic nature.
Results: Three-dimensional analysis of the brain in terms of brain wave production showed that the examination group had a significant frequency with respect to the nature of the high-frequency stimulus in the theta wave; also, the results of ANOVA confirm this.
Conclusion: The results indicated that branding social responsibility could be effective in terms of its impact on the brain on brand reminders. This finding confirms previous studies that theta frequency band can affect memory if it exists
Full-Text [PDF 2011 kb]   (193 Downloads)    
Type of Study: Research | Subject: Special
Received: 2018/04/4 | Accepted: 2018/07/19 | Published: 2019/09/21

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