The Role of Neuropsychological Reflexes of Promotional Activities of Malavan Club on Fans' Purchase Decision, Attendance Intention, and Support

Document Type : Original Article

Authors

1 Ph.D. Student, Department of Sports Management, Faculty of Sports Sciences, Shomal University, Amol, Iran

2 Assistant Professor, Iran University of Art, Tehran, Iran

3 Department of Physical Education and Sport Science, Lahijan Branch, Islamic Azad University, Lahijan, Iran

4 Assistant Professor, Sports Management Department, Imam Ali Military University

10.22034/jsmk.2025.67212.1119

Abstract

This study examines the impact of neuropsychological reflexes triggered by promotional activities of Malavan Club on fans' purchase decisions, attendance intentions, and support.
This semi-experimental research was conducted by analyzing neuropsychological reactions. The theoretical framework was based on the "Stimulus-Organism-Response" (S-O-R) model, where the club’s advertisements (stimulus) lead to psychological and neural changes (organism), resulting in supportive behaviors and purchase decisions (response). Data collection tools included an EEG device to record brain waves and a standard questionnaire to assess dependent variables. The statistical population consisted of male fans of Malavan Club who actively participated in fan activities between July and December 2023. A purposive sample of 50 participants was selected based on specific criteria. EEG data were recorded at the baseline and during the viewing of three promotional clips, followed by questionnaires completed after each clip. Data were analyzed using MATLAB and SPSS version 26, with paired t-tests and logistic regression employed for statistical analysis.
Results: Results showed that viewing the clips had a significant positive impact on increasing the fans' brain wave activity. The analysis of coefficients revealed that alpha waves positively influenced purchase decisions across all three clips. Additionally, alpha waves from the second and third clips had a significant positive effect on attendance intentions and fan support, whereas this effect was not significant for the first clip. Neuromarketing can serve as an effective tool for enhancing sports clubs' connections with fans and fostering positive interactions. Utilizing this approach in advertisement design can yield favorable outcomes.

Keywords

Main Subjects

References

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Journal of Sport Management Knowledge
Volume 3, Issue 1 - Serial Number 5
August 2025
Pages 118-135

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History

  • Receive Date: 25 February 2025
  • Revise Date: 20 May 2025
  • Accept Date: 22 May 2025

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