Prediction of Attitudes toward Advertising through Sport Based on Their Beliefs: The case Study of Women in Zanjan

The aim of this study was to predict the individuals’ attitudes through their beliefs toward advertising using sport. The research method was descriptive correlation which was carried out as a field study. The statistical population consisted of those women who received advertising using sport via media. According to Cochran formula, 285 spectators were randomly selected and filled in the Questionnaire of Advertising through Sport by Pyun (2006). The results of the regression analysis revealed that all components of belief including product information, social role and image, pleasant, annoying, economical, materialism and falsity had the ability to predict the individuals’ attitudes toward advertising through sport (P≤0.05). The ‘economical’ component had the most effect and ‘materialism’ had the least effect on the individuals’ attitudes toward advertising through sport. According to these results, it is essential to pay attention to the quality and price of the products. On the other hand, those advertisements which are in line with the culture of society should be used so that they can be more effective and attract customers’ attention to the individuals’ attitudes toward advertising through sport.