Advances in Cognitive Sciences

fa رویکرد مشاهده‌ای تأثیر تاییدکننده‌های ورزشی مشهور بر توجه به تبلیغات (کاربرد دستگاه ردیاب چشم) An observational approach to the influence of famous sports endorsers on advertising attention (using eye-tracking technology) علوم اعصاب شناختی پژوهشي اصیل Research <div style="text-align: justify;">مقدمه: هدف پژوهش نیمه‌تجربی حاضر تعیین تاثیر صحه‌گذاری ورزشکاران مشهور بر توجه به تبلیغات محصول ورزشی (کفش) و غیرورزشی (یارانه ‌همراه) بود. روش‌ کار: تعداد 35 نفر مرد در محدوده سنی 26-19 به عنوان نمونه از بین دانشجویان دانشگاه‌های تهران انتخاب شدند. به منظور تهیه محرک‌های پژوهش، فیلم‌های تبلیغاتی از صحه‌گذاری ورزشکار مشهور و غیرمشهور تهیه و محتوای آنها توسط متخصصان حوزه تبلیغات و بازاریابی ورزشی تأیید شد. از ابزار ردیاب حرکات چشم مدل توبی برای ثبت توجه افراد به تبلیغات استفاده شد. از آزمون رگرسیون چندگانه توسط نرم‌افزار SPSS-22 برای تحلیل داده‌ها استفاده شد. یافته‌ها: نتایج نشان داد میزان توجه افراد به تبلیغات متناسب بین محصول و صحه‌گذار بیشتر از تبلیغات عدم تناسب بین محصول و صحه‌گذار است. تبلیغ کفش ورزشی توسط یک ورزشکار غیرمشهور نسبت به ورزشکار مشهور، تعداد تثبیت‌ها را به طور معنادار کاهش می‌دهد. بنابراین با توجه به نتایج پژوهش راهبرد تناسب بین محصول و صحه‌گذار نسبت به راهبرد عدم تناسب محصول و صحه‌گذار توجه مصرف‌کننده را بیشتر به خود جذب نموده است. نتیجه‌گیری: حضور یک ورزشکار مشهور در تبلیغات می‌تواند توجه مخاطب را به خود جلب کند. افراد به کلیپ‌های خنثی و فاقد تبلیغات که در آنها صحه‌گذاران در مورد زندگی شخصی خود اطلاعات می‌دهند بیشتر از کلیپ‌های تبلیغاتی و صحه‌گذاری توجه دارند. رویکرد مشاهده‌ای با استفاده از ابزار ردیاب چشمی تاثیرگذاری صحه‌گذار مشهور و مسیر نگاه منبع انسانی پیام را بر توجه بصری مخاطب به تبلیغات تائید می‌کند.</div> <div class="WordSection1">Introduction Advertising is one of the crucial marketing mix tools (1). Advertisements play an effective role in companies’ and organizations’ business policies and strategies (2). Companies focus on advertising campaigns to draw customers’ attention to products and brands and influence them (3). Increasing the attractiveness and effectiveness of advertising has always been one of the fundamental challenges of companies, forcing them to seek to create and use new methods in the advertising industry. Famous people can attract positive reactions to advertisements and increase people’s willingness to buy more than ordinary and non-famous people (4). Celebrity endorsements increase brand recall and advertising (5), strengthen brand loyalty (7), and positively affect word-of-mouth advertising (8). One of these methods is using famous people in advertising, known as endorsement. The main question that arises is why do companies use celebrity endorsements as a promotional strategy. Methods The current research is both practical and innovative. It employs an experimental and semi-experimental approach, utilizing eye-tracking technology for data collection. This device minimizes the need for pre-tests and post-tests by the recording of people’s gazes from before watching commercials to after them. Furthermore, the presence of neutral promotional films was considered as a control group. The statistical population of the research was made up of students of Tehran universities. Sampling was done non-randomly and voluntarily. According to the studies by Jandaghi et al. (2020) (20), Salehi et al. (2019) (21), and Hossein Abadi Sadh et al. (2016) (22), 35 participants aged 18 to 26 were selected for this research. In order to prepare the stimuli for the research, promotional videos of famous and non-famous sports endorsers were prepared, and experts in the field of sports advertising and marketing confirmed their validity. Multiple regression analysis using SPSS-22 software was used for data analysis. Results The results of the multiple regression analysis related to the average length of fixations in Table 2 showed that at the 95% confidence level, the average length of fixations has a statistically significant relationship with the type of advertisement (P<0.05) so that the average length of fixations for sports shoe advertising is significantly lower than the average. The length of fixations for the neutral video was (P=0.001). It was also observed that the average length of fixations for the advertisement of Labtab had a statistically significant difference from the neutral video (P=0.051).</div>   <div class="WordSection2"> Table 2. Examining the relationship between the average length of fixations and the type of advertisement and the type of advertiser (famous, non-famous) <table class="TableGrid2" style="border-collapse:collapse; border:none"> <tbody> <tr> <td style="border-bottom:1px solid black; width:234px; padding:0in 7px 0in 7px; border-top:1px solid black; border-right:1px solid black; border-left:1px solid black">Predictors</td> <td style="border-bottom:1px solid black; width:106px; padding:0in 7px 0in 7px; border-top:1px solid black; border-right:1px solid black; border-left:none">Count</td> <td style="border-bottom:1px solid black; width:180px; padding:0in 7px 0in 7px; border-top:1px solid black; border-right:1px solid black; border-left:none">The average of fixations</td> <td style="border-bottom:1px solid black; width:91px; padding:0in 7px 0in 7px; border-top:1px solid black; border-right:1px solid black; border-left:none">P</td> </tr> <tr> <td style="border-bottom:1px solid black; width:234px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:1px solid black" valign="top">Product (shoes)</td> <td style="border-bottom:1px solid black; width:106px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">-184.01</td> <td style="border-bottom:1px solid black; width:180px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">-295.26_-72.89</td> <td style="border-bottom:1px solid black; width:91px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">0.001</td> </tr> <tr> <td style="border-bottom:1px solid black; width:234px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:1px solid black" valign="top">Product (laptop)</td> <td style="border-bottom:1px solid black; width:106px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">-173.32</td> <td style="border-bottom:1px solid black; width:180px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">-282.98_-63.66</td> <td style="border-bottom:1px solid black; width:91px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">0.002</td> </tr> <tr> <td style="border-bottom:1px solid black; width:234px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:1px solid black" valign="top">Author (unknown)</td> <td style="border-bottom:1px solid black; width:106px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">-104.51</td> <td style="border-bottom:1px solid black; width:180px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">-218.92_9.89</td> <td style="border-bottom:1px solid black; width:91px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">0.073</td> </tr> <tr> <td style="border-bottom:1px solid black; width:234px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:1px solid black" valign="top">Shoe product * Author (unknown)</td> <td style="border-bottom:1px solid black; width:106px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">-57.66</td> <td style="border-bottom:1px solid black; width:180px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">-99.76_215.08</td> <td style="border-bottom:1px solid black; width:91px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">0.473</td> </tr> <tr> <td style="border-bottom:1px solid black; width:234px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:1px solid black" valign="top">Product (laptop)* Author (unknown)</td> <td style="border-bottom:1px solid black; width:106px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">91.22</td> <td style="border-bottom:1px solid black; width:180px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">-66.29_248.73</td> <td style="border-bottom:1px solid black; width:91px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">0.256</td> </tr> <tr> <td colspan="4" style="border-bottom:1px solid black; width:610px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:1px solid black" valign="top">Observations                                                                  432</td> </tr> </tbody> </table> Moreover, the results revealed that at the 95% confidence level, the average length of fixations has no statistically significant relationship with the type of advertiser (athlete) (P=0.073), meaningthat being famous or not an athlete has no effect on the average length of fixations. Based on the study’s findings, the type of advertisement does not influence the average length of time viewers fixate on it, regardless of whether the athlete featured is famous or not. The probability value for interaction effects is greater than 0.05, indicating no significant interaction between the type of advertisement and the athlete's fame. The results of the multiple regression analysis related to the average length of fixations in Table 3 showed that at the 95% confidence level, the number of fixations has a statistically significant relationship with the type of advertisement (P<0.05) so that the number of fixations for the Labtab advertisement is significantly higher than the number of fixations for the video was neutral (P=0.014). However, the number of fixations for the shoe advertisement did not show a statistically significant difference from the neutral video (P=0.051), indicating that the difference in the number of fixations between the lip swing and the neutral video is greater than the difference in the number of fixations between the sports shoe ad and the neutral video.</div>   <div class="WordSection3"> Table 3. Examining the relationship between the number of fixations and the type of advertising and the type of advertiser <table class="TableGrid2" style="width:615px; margin-left:9px; border-collapse:collapse; border:none" width="615"> <tbody> <tr> <td style="border-bottom:1px solid black; width:246px; padding:0in 7px 0in 7px; border-top:1px solid black; border-right:1px solid black; border-left:1px solid black" valign="top">Predictors</td> <td style="border-bottom:1px solid black; width:123px; padding:0in 7px 0in 7px; border-top:1px solid black; border-right:1px solid black; border-left:none" valign="top">Count</td> <td style="border-bottom:1px solid black; width:142px; padding:0in 7px 0in 7px; border-top:1px solid black; border-right:1px solid black; border-left:none" valign="top">Count of Fixations</td> <td style="border-bottom:1px solid black; width:104px; padding:0in 7px 0in 7px; border-top:1px solid black; border-right:1px solid black; border-left:none" valign="top">P</td> </tr> <tr> <td style="border-bottom:1px solid black; width:246px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:1px solid black" valign="top">Product (shoes)</td> <td style="border-bottom:1px solid black; width:123px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">2.22</td> <td style="border-bottom:1px solid black; width:142px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">-0.01_4.45</td> <td style="border-bottom:1px solid black; width:104px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">0.051</td> </tr> <tr> <td style="border-bottom:1px solid black; width:246px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:1px solid black" valign="top">Product (laptop)</td> <td style="border-bottom:1px solid black; width:123px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">2.27</td> <td style="border-bottom:1px solid black; width:142px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">0.57_-4.97</td> <td style="border-bottom:1px solid black; width:104px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">0.014</td> </tr> <tr> <td style="border-bottom:1px solid black; width:246px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:1px solid black" valign="top">Author (unknown)</td> <td style="border-bottom:1px solid black; width:123px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">0.26</td> <td style="border-bottom:1px solid black; width:142px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">-2.04_2.55</td> <td style="border-bottom:1px solid black; width:104px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">0.825</td> </tr> <tr> <td style="border-bottom:1px solid black; width:246px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:1px solid black" valign="top">Shoe product * Author (unknown)</td> <td style="border-bottom:1px solid black; width:123px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">3.43</td> <td style="border-bottom:1px solid black; width:142px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">-6.59_-0.28</td> <td style="border-bottom:1px solid black; width:104px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">0.033</td> </tr> <tr> <td style="border-bottom:1px solid black; width:246px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:1px solid black" valign="top">Product (laptop)* Author (unknown)</td> <td style="border-bottom:1px solid black; width:123px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">0.27</td> <td style="border-bottom:1px solid black; width:142px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">-2.89_3.43</td> <td style="border-bottom:1px solid black; width:104px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:none" valign="top">0.868</td> </tr> <tr> <td colspan="4" style="border-bottom:1px solid black; width:615px; padding:0in 7px 0in 7px; border-top:none; border-right:1px solid black; border-left:1px solid black" valign="top">Observations                                                                     432</td> </tr> </tbody> </table> </div> <div aria-label="Page Break" class="cke_pagebreak" contenteditable="false" data-cke-display-name="pagebreak" data-cke-pagebreak="1" style="page-break-after:always" title="Page Break"></div>Besides, the results showed that at the 95% confidence level, the number of fixations has no statistically significant relationship with the type of advertiser (athlete) (P=0.825). The interaction effect between the type of athlete and the sports shoe advertisement at the 95% confidence level shows that the impact of the advertisement on the number of fixations depends on the type of athlete (P=0.033). Specifically, ads featuring non-famous athletes significantly reduce the number of fixations compared to those with famous athletes. On the other hand, the interaction between athlete type and Lab Tab advertisement was not statistically significant (P=0.868). Conclusion Research results reveal an interaction effect between athlete fame (famous and non-famous) and shoe advertisements at a 95% confidence level. Specifically, the impact of sports shoe ads on the number of fixations varies based on whether the athlete is famous or not. Ads featuring non-famous athletes significantly decrease the number of fixations compared to those with famous athletes, aligning with findings by Grigaliunaite and Pileliene (2017) (17). The results of another part of the research showed that the presence of a famous athlete in advertisements can attract the audience’s attention. The findings of this part of the current research are in line with the results of Falsarella et al. (2017) (3), Ferguson and Mohan (2019) (10), Lee et al. (2017) (30), and Prakash and Shamla (2015) (31). Considering the fit between the product and the sports sponsor,  practical suggestions for usingadvertising managers are expressed to pay more attention to advertising: The obtained results show that featuring a famous athlete in advertisements can capture the audiences’ attention. This strategy can significantly boost audience engagement if the athlete is a good fit for the product or service.Studying the motivations, interests, and behaviors of the product target audience helps individuals choose the right sports endorser (Choosing the right sports endorser). Limited scientific evidence supports the effectiveness of traditional methods, such as questionnaires, in measuring advertising impact. Given this study’s experimental nature and innovative methodology, it can serve as a valuable guide for future researchers in the field. The observational approach using the eye tracking tool confirms the influence of the famous endorser and direction of the gaze of the human source of the message on the audience’s visual attention to advertisements. However, examining people’s feelings and tendencies while seeing sports sponsors can be measured through neuromarketing tools. Ethical Consideration Compliance with ethical guideline Among the ethical principles considered in this research were the voluntary participation of the participants, compliance with the principles of confidentiality, and obtaining the informed consent of the participants. Furthermore, the study has been approved by the Ethics Committee of the Research Institute of Physical Education and Sports Sciences (SSRI.REC-2305-2236 (R1)). Authors’ contributions This article is taken from the doctoral thesis of the first author in the Sports Management Department of Kharazmi University. All authors participated in ideation, writing, editing, and preparing the article’s final version.. Funding This research has not used any funds. Acknowledgments The authors would like to express their gratitude to all the participants and people who facilitated the implementation of this research in any way. Conflict of Interest The authors declare no potential conflict of interest.   تعداد تثبیت نگاه, اثربخشی تبلیغات, طول تثبیت نگاه, ردیاب چشم Fixation, Effectiveness of advertising, Duration, Eye-tracking 18 32 http://icssjournal.ir/browse.php?a_code=A-10-1829-1&slc_lang=fa&sid=1 Hamid Rodbari حمید رودباری Roodbari.hamd@yahoo.com 100319475328460017109 0009-0003-0488-5192 Yes PhD Student of Sports Management, Khwarazmi University, Tehran, Iran دانشجوی دکتری مدیریت ورزشی، دانشگاه خوارزمی، تهران، ایران Alireza Elahi علیرضا الهی 100319475328460017110 100319475328460017110 No Associate Professor of Sports Management, Khwarazmi University, Tehran, Iran دانشیار مدیریت ورزشی، دانشگاه خوارزمی، تهران، ایران Amirhomayun Javadi امیر همایون جوادی 100319475328460017111 100319475328460017111 No Associate Professor of Cognitive Neuroscience, Kent University, Kent, England دانشیار علوم اعصاب شناختی، دانشگاه کنت، کنت، انگلستان Hossein Akbari Yazdi حسین اکبری یزدی 100319475328460017112 100319475328460017112 No Assistant Professor of Sports Management, Khwarazmi University, Tehran, Iran استادیار مدیریت ورزشی، دانشگاه خوارزمی، تهران، ایران