رسول نوروزی سیدحسینی

Advertising costs billions for many industries, including the sports industry, but many fail to accomplish their goals for various reasons. Poor advertising is caused by ignorance of the customer's needs. Neuromarketing made companies more aware of their clients and target market and examines unconscious responses to commercials and products, unlike traditional marketing. Knowing these factors helps companies build ads more accurately and cheaply. This research aims to conduct a systematic analysis of valid experimental tests in the field of neuromarketing. Specifically, we will focus on studies that utilize electroencephalogram and eye tracker to investigate advertising appeals and the cognitive and emotional processes of consumers. The objective is to analyze the data from these papers. To conduct an analysis, we will examine the number of publications per year, the publishers involved, the keywords employed, the methods utilized, the gender of participants, the issue of advertising stimulation, the style of advertising attractiveness, and the emotional and cognitive processes included. Our literature review was based on the Boland method (2017). A keyword search yielded 171 publications, which we refined using the Prisma standard guide (2009). This identified 43 English Scopus empirical studies from 2008 to 2023, which we categorized and sorted. Although the sports industry has smaller turnover than others, it can provoke powerful emotions and attract many people. Due to the specific nature of sports, emotive ads work better than others. According to the findings, the use of the eye tracking system is expanding. Among the cognitive and emotional processes, it was found that attention is used more than other processes.

The present research aimed to explore the role of modern sports technologies in the advancement of athletic sports, employing a mixed-method design. The qualitative phase utilized purposeful and criterion-oriented sampling methods, along with semi-structured interviews, while data collection and analysis were conducted using the thematic analysis method (Brown and Clark, 2006). In the quantitative phase, a questionnaire was developed, incorporating the dimensions and components identified in the qualitative phase. A random sampling method was employed, and Cochran's formula was utilized to determine the sample size, resulting in a determination of at least 384 samples. Ultimately, 356 questionnaires were collected. Descriptive statistics and Friedman's ranking test were employed for the quantitative data analysis. The findings revealed that the development of athletic sports through modern technologies comprises five main components: (1) factors influencing the development of athletic sports through technology, (2) the progression of athletic sports, (3) the challenges encountered in the development of athletic sports through technology, (4) the opportunities for enhancing athletic sports through technology, and (5) the consequences arising from the development of athletic sports through technology.

Physical inactivity is a major risk factor for non-communicable diseases (NCDs) and mortality. Encouraging individuals to be more physically active is a crucial strategy for reducing these health risks. In this context, understanding the hidden drivers behind people's mobility preferences is particularly important. Researchers use nudges as a behavioral tool to describe effective motivations in decision-making and choices, which can lead to predictable outcomes without excluding alternative options or relying on financial incentives. Using nudges in real-world conditions to promote physical activity has been the subject of various studies. However, there is still a lack of understanding of the current state and future research directions. To address this gap, this paper utilizes a bibliometric tool to analyze 119 nudge-related studies in the field of physical activity published in Scopus, providing a comprehensive overview of their structure, themes, and conceptual evolution. The analysis showed an increasing trend in research on nudges and physical activity, with a notable number of publications in 2023, especially in the field of medicine. American and European researchers have made substantial contributions, highlighting the importance of both individual and public health in developed nations. The ability of health-oriented tools to promote physical activity has also been emphasized, and some studies have investigated nudge theory in both nutrition and physical activity simultaneously. The results show that the topic of nudges and physical activity is a new interdisciplinary research area with practical implications for public health policy, and there is also considerable potential for further research in this field.