Identification and Prioritization of Factors Affecting Neuromarketing in Sport Based on Analytical Hierarchy Process (AHP)

Using analytical hierarchy process (AHP), the aim of this study was to identify and prioritize the factors affecting neuromarketing in sports.
Societies and statistical samples in qualitative section were including 9 doctors of neurologists and neuroscience professionals and 8 marketers and experts in the field of marketing and neuromarketing. To this end, by preparing the couple scale questionnaires using AHP and confirm its validity by six experts, weighting and ranking of different factors were analyzed by the Expert choice software.
Software output analysis revealed that stimulation of the consumer feeling using their five senses (with weight of 0.303) is the most important factor that influence neuromarketing in sports followed by metaphor and memories associative as the second crucial factor. In addition, quality with grade importance was the most important factor in attracting trust component.
Identify and prioritize the factors affecting neuromarketing can help the managers and sport marketers to know how human brain reacted to the messages designed by the sport advertising and the methods that increase the likelihood of consumer to purchase sport products. In addition, neuromarketing could be helpful to decrease costs of advertisements in sport.