مروری بر بازاریابی عصبی و کاربرد آن در ورزش (بررسی مطالعات تجربی)
مجله سلامت و ورزش: رویکردهای نوین (سورن),
دوره 2 شماره 4 (1400),
15 اسفند 2022
,
صفحه 10-19
https://doi.org/10.22037/soren.v2i4.37811
چکیده
بازاریابی ورزشی موفق با درک چرایی و چگونگی رفتار مصرفکننده آغاز میشود. برای موفقیت در بازاریابی ورزشی، باید تاثیر متغيرهاي مهم روانشناسی را در تحقیقات و تصمیمات خود جای دهیم تا بتوانیم رفتار مصرفکنندگان را به درستی تحلیل کنیم. رفتار یک مصرفکننده ورزشی در مواجهه با کالا یا خدمت، کاملاً بستگی به ذهن او دارد. نورومارکتینگ، میتواند واکنشهای خودآگاه و ناخودآگاه ذهن افراد را کشف کند. بازاریابی سنتی برخلاف تحقیقات عصبی توانایی کشف این احساسات را ندارد. برخلاف روش سنتی در روشهای عصبی، علل ناخودآگاه خرید و تأثیری که تبلیغات در گذر زمان بر ذهن افراد میگذارد کشف میشود. این مقاله در جهت افزایش آگاهی و شناخت بیشتر این حیطه در حوزه ورزش بر اساس مرور مطالعات حوزه بازاریابی عصبی صورت گرفته است. بر اساس بررسیهای صورت گرفته بر روی مطالعات پیشین میتوان گفت که بازاریابی عصبی ورزشی از دیدگاه تجربی در چهار گروه تصمیمگیری مصرفکننده و شکلگیری ترجیحات مصرفکنندگان، تعامل سیستم پاداش مغز با بازاریابی، پاسخهای انگیزشی و عاطفی مصرفکنندگان و مبانی عصبی حافظه انجام میپذیرد. این رشتهی نوظهور و تازه، علوم اعصاب را به رفتار مصرفکننده ورزشی متصل میکند که علیرغم سودمندیهای متصور، در تحقیقات ورزشی هنوز در مراحل ابتدايي به سر میبرد. هماکنون آینده علم بازاریابی عصبی در میدان جدیدی قرار دارد به همین منظور این مطالعه با ارائه مفاهیم کاربردی و پیشنهادات پژوهشی جدید حوزه ورزش را مطرح میکند.
- بازاریابی ورزشی
- ترجیح
- نام تجاری
- نورومارکتینگ
ارجاع به مقاله
مراجع
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