en مديريت ورزشی و شاخه‌های وابسته بدان Sport Management and its related branches مقاله اصیل Original Article <div style="text-align: justify;"><strong>Background. </strong>Neuromarketing leverages EEG to decode subconscious consumer reactions to advertisements, enhancing predictions of purchase behavior beyond self-reports. However, it remains unknown how sports endorser-product congruence differentially modulates frontal alpha and beta waves in athletes versus non-athletes.<br> <strong>Objectives.</strong> Here, we resolve these previously elusive neural dynamics and their links to future purchase intentions. Methods. In a quasi-experimental setup, we acquired frontal EEG from 60 right-handed adults (n = 30 athletes, n = 30 non-athletes; aged 20-30 years) during the randomized viewing of four 1-minute advertisements (sports/non-sports products with/without an endorser). Relative alpha (8-12 Hz) and beta (12-30 Hz) power were analyzed using Quade&#39;s ANCOVA (covarying baseline) and rank-based multiple regression.</div> <div style="text-align: justify;"><strong>Results. </strong>Non-athletes exhibited lower adjusted post-alpha (F=15.23, p<0.001, partial &eta;&sup2;=0.062) and beta (F=12.67, p<0.001, partial &eta;&sup2;=0.052) activity than athletes. Advertisement type exerted significant main effects on alpha (F=6.78, p=0.0002, partial &eta;&sup2;=0.081) and beta (F=8.91, p<0.001, partial &eta;&sup2;=0.104), with sports endorsements driving maximal beta increases and alpha reductions. Pairwise comparisons uncovered pronounced differences, including sports endorser versus non-sports no endorser: alpha adjusted mean difference -2.12 (95% CI -3.45 to -0.79, p=0.002); beta -3.56 (95% CI -4.89 to -2.23, p<0.001). Beta changes positively predicted purchase intentions (&beta;=0.23, p=0.001; model R&sup2;=0.119).</div> <div style="text-align: justify;"><strong>Conclusions.</strong> These findings demonstrate endorser congruence as a potent enhancer of cognitive processing and motivational approach. This establishes a new framework for optimizing sports marketing campaigns through neural biomarkers, enabling unprecedented precision in consumer engagement.</div> Frontal Cortex, Alpha Wave, Beta Wave, Advertisements, Sports Endorser, Purchase Intention 0 0 http://aassjournal.com/browse.php?a_code=A-11-25-4&slc_lang=en&sid=1 Fatemeh Ghorbanalizadeh Ghaziani ghorbanalizadeh.f@gmail.com 100319475328460017600 100319475328460017600 No Department of Physical Education and Sport Sciences, Ma.C., Islamic Azad University, Mashhad, Iran Siavash Khodaparast s.khodaparast@liau.ac.ir 100319475328460017601 100319475328460017601 Yes Department of Physical Education and Sport Science, La. C., Islamic Azad University, Lahijan Amir Moghadam moghaddam.a@mshdiau.ac.ir 100319475328460017602 100319475328460017602 No Department of Physical Education and Sport Sciences, Ma.C., Islamic Azad University, Mashhad, Iran Alia Saberi a_saberi@gums.ac.ir 100319475328460017603 100319475328460017603 No Trauma Institute, Neurosciences Research Center, Poursina Hospital, Faculty of Medicine, Guilan University of Medical Sciences, Rasht, Iran