Mon, Feb 16, 2026
Volume 12, Issue 1 (Winter 2026 2026)
Caspian J Neurol Sci 2026, 12(1): 62-69 |
Back to browse issues page
Ethics code: IR/ethics.2024.79369.1073
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Ghorbanalizadeh Ghaziani F, Khodaparast S, Moghadam A. Frontal Gamma and Theta Responses to Sports and Non-sports Advertisements Featuring Celebrity Endors. Caspian J Neurol Sci 2026; 12 (1) :62-69
URL: http://cjns.gums.ac.ir/article-1-816-en.html
URL: http://cjns.gums.ac.ir/article-1-816-en.html
Frontal Gamma and Theta Responses to Sports and Non-sports Advertisements Featuring Celebrity Endors
1- Department of Physical Education and Sport Sciences, Ma.C., Islamic Azad University, Mashhad, Iran
2- Department of Physical Education and Sport Science, La.C., Islamic Azad University, Lahijan, Iran ,s.khodaparast@liau.ac.ir
2- Department of Physical Education and Sport Science, La.C., Islamic Azad University, Lahijan, Iran ,
Abstract: (13 Views)
Background: Modern consumer behavior is increasingly challenging the effectiveness of traditional advertising, with endorsements becoming a key means of standing out in competitive markets. However, it remains unclear how sports endorsements differently affect frontal gamma and theta brain waves in athletes versus non-athletes across various sports and non-sports products, as well as their potential to predict purchase intentions.
Materials & Methods: This quasi-experimental study with a pre- and post-test design assessed 60 participants (30 athletes and 30 non-athletes) who viewed matched 1-minute ads for sports (SIXPAD) and non-sports (Coca-Cola) products, with/without Ronaldo’s endorsement. Frontal EEG (16-channel, 4-8 Hz theta, 30-40 Hz gamma) was analyzed via nonparametric ANCOVA (controlling for baseline) and multiple regression.
Results: No group × advertisement interaction emerged; however, main effects of advertisement type revealed unprecedented differences in frontal gamma (F3, 232=4.56, P=0.004, ηp²=0.056) and theta power (F3, 232=3.45, P=0.017, ηp²=0.043). Pairwise comparisons revealed the highest gamma in sports ads without an endorser compared to non-sports ads without an endorser (mean difference=1.68; 95% CI, 0.57%, 2.79%; P=0.003) or with an endorser (mean difference =1.34; 95% CI, 0.23%, 2.45%; P=0.018). Theta peaked in sports with an endorser versus sports without an endorser (mean difference =2.34; 95% CI, 1.12%, 3.56%; P<0.001) or non-sports ads with an endorser (mean difference =1.56; 95% CI, 0.34%, 2.78%; P=0.012). Regression analysis revealed that gamma changes were positive predictors of purchase intent (β=0.18, t=3.00, P=0.003; model R²=0.119, P<0.001).
Conclusion: These findings establish endorser-product congruence as a modulator of high-frequency neural integration and memory encoding, thereby paving the way for neuromarketing tools that enhance the efficacy of sports campaigns and consumer loyalty.
Materials & Methods: This quasi-experimental study with a pre- and post-test design assessed 60 participants (30 athletes and 30 non-athletes) who viewed matched 1-minute ads for sports (SIXPAD) and non-sports (Coca-Cola) products, with/without Ronaldo’s endorsement. Frontal EEG (16-channel, 4-8 Hz theta, 30-40 Hz gamma) was analyzed via nonparametric ANCOVA (controlling for baseline) and multiple regression.
Results: No group × advertisement interaction emerged; however, main effects of advertisement type revealed unprecedented differences in frontal gamma (F3, 232=4.56, P=0.004, ηp²=0.056) and theta power (F3, 232=3.45, P=0.017, ηp²=0.043). Pairwise comparisons revealed the highest gamma in sports ads without an endorser compared to non-sports ads without an endorser (mean difference=1.68; 95% CI, 0.57%, 2.79%; P=0.003) or with an endorser (mean difference =1.34; 95% CI, 0.23%, 2.45%; P=0.018). Theta peaked in sports with an endorser versus sports without an endorser (mean difference =2.34; 95% CI, 1.12%, 3.56%; P<0.001) or non-sports ads with an endorser (mean difference =1.56; 95% CI, 0.34%, 2.78%; P=0.012). Regression analysis revealed that gamma changes were positive predictors of purchase intent (β=0.18, t=3.00, P=0.003; model R²=0.119, P<0.001).
Conclusion: These findings establish endorser-product congruence as a modulator of high-frequency neural integration and memory encoding, thereby paving the way for neuromarketing tools that enhance the efficacy of sports campaigns and consumer loyalty.
Keywords: Frontal cortex, Alpha wave, Beta wave, Advertisements, Sports endorser, Purchase intention
Type of Study: Research |
Subject:
Special
Received: 2025/11/20 | Accepted: 2025/12/15 | Published: 2026/01/11
Received: 2025/11/20 | Accepted: 2025/12/15 | Published: 2026/01/11
Send email to the article author
| Rights and permissions | |
 | This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
Copyright © The Author(s);
This is an open access article distributed under the terms of the Creative Commons Attribution License (CC-By-NC), which permits use, distribution, and reproduction in any medium, provided the original work is properly cited and is not used for commercial purposes.
Contact Information
