مروری بر بازاریابی عصبی و کاربرد آن در ورزش (بررسی مطالعات تجربی)

Successful sports marketing begins with understanding why and how consumers behave. To be successful in sports marketing, we need to incorporate the impact of important psychological variables into our research and decisions so that we can properly analyze consumer behavior. The behavior of a sports consumer in the face of a product or service depends entirely on her/his mind. Neuromarketing can detect conscious and unconscious reactions in people's minds. Traditional marketing, unlike neural research, does not have the ability to detect these emotions. In neural methods, unlike the traditional method, the unconscious causes of buying and the effect that advertising has on people's minds over time are discovered. This article has been done based on reviewing studies in the field of neural marketing in order to increase awareness and knowledge of this field in sports. Based on previous studies, it can be said that neural sports marketing from an empirical perspective is done in four groups: consumer decision making and the formation of consumer preferences, brain reward system interaction with marketing, consumer motivational and emotional responses, and neural foundations of memory. This emerging discipline connects neuroscience to sports consumer behavior, which, despite its perceived benefits, is still in its infancy in sports research. Now the future of neural marketing science is in a new field. Therefore, this study presents new concepts and research proposals in the field of sports.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

Global, regional, and national burden of disorders affecting the nervous system, 1990–2021: a systematic analysis for the Global Burden of Disease Study 2021

BACKGROUND: Disorders affecting the nervous system are diverse and include neurodevelopmental disorders, late-life neurodegeneration, and newly emergent conditions, such as cognitive impairment following COVID-19. Previous publications from the Global Burden of Disease, Injuries, and Risk Factor Study estimated the burden of 15 neurological conditions in 2015 and 2016, but these analyses did not include neurodevelopmental disorders, as defined by the International Classification of Diseases (ICD)-11, or a subset of cases of congenital, neonatal, and infectious conditions that cause neurological damage. Here, we estimate nervous system health loss caused by 37 unique conditions and their associated risk factors globally, regionally, and nationally from 1990 to 2021. METHODS: We estimated mortality, prevalence, years lived with disability (YLDs), years of life lost (YLLs), and disability-adjusted life-years (DALYs), with corresponding 95% uncertainty intervals (UIs), by age and sex in 204 countries and territories, from 1990 to 2021. We included morbidity and deaths due to neurological conditions, for which health loss is directly due to damage to the CNS or peripheral nervous system. We also isolated neurological health loss from conditions for which nervous system morbidity is a consequence, but not the primary feature, including a subset of congenital conditions (ie, chromosomal anomalies and congenital birth defects), neonatal conditions (ie, jaundice, preterm birth, and sepsis), infectious diseases (ie, COVID-19, cystic echinococcosis, malaria, syphilis, and Zika virus disease), and diabetic neuropathy. By conducting a sequela-level analysis of the health outcomes for these conditions, only cases where nervous system damage occurred were included, and YLDs were recalculated to isolate the non-fatal burden directly attributable to nervous system health loss. A comorbidity correction was used to calculate total prevalence of all conditions that affect the nervous system combined. FINDINGS: Globally, the 37 conditions affecting the nervous system were collectively ranked as the leading group cause of DALYs in 2021 (443 million, 95% UI 378–521), affecting 3·40 billion (3·20–3·62) individuals (43·1%, 40·5–45·9 of the global population); global DALY counts attributed to these conditions increased by 18·2% (8·7–26·7) between 1990 and 2021. Age-standardised rates of deaths per 100 000 people attributed to these conditions decreased from 1990 to 2021 by 33·6% (27·6–38·8), and age-standardised rates of DALYs attributed to these conditions decreased by 27·0% (21·5–32·4). Age-standardised prevalence was almost stable, with a change of 1·5% (0·7–2·4). The ten conditions with the highest age-standardised DALYs in 2021 were stroke, neonatal encephalopathy, migraine, Alzheimer's disease and other dementias, diabetic neuropathy, meningitis, epilepsy, neurological complications due to preterm birth, autism spectrum disorder, and nervous system cancer. INTERPRETATION: As the leading cause of overall disease burden in the world, with increasing global DALY counts, effective prevention, treatment, and rehabilitation strategies for disorders affecting the nervous system are needed

Global, regional, and national cancer incidence, mortality, years of life lost, years lived with disability, and disability-Adjusted life-years for 29 cancer groups, 1990 to 2017 : A systematic analysis for the global burden of disease study

Importance: Cancer and other noncommunicable diseases (NCDs) are now widely recognized as a threat to global development. The latest United Nations high-level meeting on NCDs reaffirmed this observation and also highlighted the slow progress in meeting the 2011 Political Declaration on the Prevention and Control of Noncommunicable Diseases and the third Sustainable Development Goal. Lack of situational analyses, priority setting, and budgeting have been identified as major obstacles in achieving these goals. All of these have in common that they require information on the local cancer epidemiology. The Global Burden of Disease (GBD) study is uniquely poised to provide these crucial data. Objective: To describe cancer burden for 29 cancer groups in 195 countries from 1990 through 2017 to provide data needed for cancer control planning. Evidence Review: We used the GBD study estimation methods to describe cancer incidence, mortality, years lived with disability, years of life lost, and disability-Adjusted life-years (DALYs). Results are presented at the national level as well as by Socio-demographic Index (SDI), a composite indicator of income, educational attainment, and total fertility rate. We also analyzed the influence of the epidemiological vs the demographic transition on cancer incidence. Findings: In 2017, there were 24.5 million incident cancer cases worldwide (16.8 million without nonmelanoma skin cancer [NMSC]) and 9.6 million cancer deaths. The majority of cancer DALYs came from years of life lost (97%), and only 3% came from years lived with disability. The odds of developing cancer were the lowest in the low SDI quintile (1 in 7) and the highest in the high SDI quintile (1 in 2) for both sexes. In 2017, the most common incident cancers in men were NMSC (4.3 million incident cases); tracheal, bronchus, and lung (TBL) cancer (1.5 million incident cases); and prostate cancer (1.3 million incident cases). The most common causes of cancer deaths and DALYs for men were TBL cancer (1.3 million deaths and 28.4 million DALYs), liver cancer (572000 deaths and 15.2 million DALYs), and stomach cancer (542000 deaths and 12.2 million DALYs). For women in 2017, the most common incident cancers were NMSC (3.3 million incident cases), breast cancer (1.9 million incident cases), and colorectal cancer (819000 incident cases). The leading causes of cancer deaths and DALYs for women were breast cancer (601000 deaths and 17.4 million DALYs), TBL cancer (596000 deaths and 12.6 million DALYs), and colorectal cancer (414000 deaths and 8.3 million DALYs). Conclusions and Relevance: The national epidemiological profiles of cancer burden in the GBD study show large heterogeneities, which are a reflection of different exposures to risk factors, economic settings, lifestyles, and access to care and screening. The GBD study can be used by policy makers and other stakeholders to develop and improve national and local cancer control in order to achieve the global targets and improve equity in cancer care. © 2019 American Medical Association. All rights reserved.Peer reviewe

Global, regional, and national burden of disorders affecting the nervous system, 1990–2021: a systematic analysis for the Global Burden of Disease Study 2021

BackgroundDisorders affecting the nervous system are diverse and include neurodevelopmental disorders, late-life neurodegeneration, and newly emergent conditions, such as cognitive impairment following COVID-19. Previous publications from the Global Burden of Disease, Injuries, and Risk Factor Study estimated the burden of 15 neurological conditions in 2015 and 2016, but these analyses did not include neurodevelopmental disorders, as defined by the International Classification of Diseases (ICD)-11, or a subset of cases of congenital, neonatal, and infectious conditions that cause neurological damage. Here, we estimate nervous system health loss caused by 37 unique conditions and their associated risk factors globally, regionally, and nationally from 1990 to 2021.MethodsWe estimated mortality, prevalence, years lived with disability (YLDs), years of life lost (YLLs), and disability-adjusted life-years (DALYs), with corresponding 95% uncertainty intervals (UIs), by age and sex in 204 countries and territories, from 1990 to 2021. We included morbidity and deaths due to neurological conditions, for which health loss is directly due to damage to the CNS or peripheral nervous system. We also isolated neurological health loss from conditions for which nervous system morbidity is a consequence, but not the primary feature, including a subset of congenital conditions (ie, chromosomal anomalies and congenital birth defects), neonatal conditions (ie, jaundice, preterm birth, and sepsis), infectious diseases (ie, COVID-19, cystic echinococcosis, malaria, syphilis, and Zika virus disease), and diabetic neuropathy. By conducting a sequela-level analysis of the health outcomes for these conditions, only cases where nervous system damage occurred were included, and YLDs were recalculated to isolate the non-fatal burden directly attributable to nervous system health loss. A comorbidity correction was used to calculate total prevalence of all conditions that affect the nervous system combined.FindingsGlobally, the 37 conditions affecting the nervous system were collectively ranked as the leading group cause of DALYs in 2021 (443 million, 95% UI 378–521), affecting 3·40 billion (3·20–3·62) individuals (43·1%, 40·5–45·9 of the global population); global DALY counts attributed to these conditions increased by 18·2% (8·7–26·7) between 1990 and 2021. Age-standardised rates of deaths per 100 000 people attributed to these conditions decreased from 1990 to 2021 by 33·6% (27·6–38·8), and age-standardised rates of DALYs attributed to these conditions decreased by 27·0% (21·5–32·4). Age-standardised prevalence was almost stable, with a change of 1·5% (0·7–2·4). The ten conditions with the highest age-standardised DALYs in 2021 were stroke, neonatal encephalopathy, migraine, Alzheimer's disease and other dementias, diabetic neuropathy, meningitis, epilepsy, neurological complications due to preterm birth, autism spectrum disorder, and nervous system cancer.InterpretationAs the leading cause of overall disease burden in the world, with increasing global DALY counts, effective prevention, treatment, and rehabilitation strategies for disorders affecting the nervous system are needed

کاربرد ابزارهای بازاریابی عصبی در ورزش

Neuromarketing is a branch of neuroscience research that aims to better understand the consumer of goods or services through unconscious processes and in sports marketing to explain the preferences, motivations, and expectations of the sports consumer, predict behavior and explain success or failure messages Used for sports advertising. A review of related articles shows that the use of neural imaging tools has the potential to provide valuable insights into the sports consumer and its intentions, and can develop sports marketing research. In this regard, the present study begins with the analysis of gaps in traditional marketing research. Then, examines and discusses the advantages and limitations of using these relatively new alternative methods, such as neuroimaging or brain signal analysis in sports neuro-marketing research. Also, it provides insights for research in this field by providing an overview of neural marketing techniques to researchers in the field of sports. Finally, this research concludes by predicting the evolutionary needs of using these tools.بازاریابی عصبی شاخه‌ای از تحقیقات علوم اعصاب است که هدف آن درک بهتر مصرف­‌کننده کالا یا خدمات از طریق فرآیندهای ناخودآگاه است و در بازاریابی ورزشی برای توضیح دادن ترجیحات، انگیزه­‌ها و انتظارات مصرف­‌کننده ورزشی، پیش‌­بینی رفتار و توضیح موفقیت‌ها یا شکست پیام‌های تبلیغاتی ورزشی کاربرد دارد. مرور مقالات مرتبط نشان می‌دهد که استفاده از ابزارهای تصویربرداری عصبی، پتانسیل ارائه بینش ارزشمندی را در مورد مصرف‌کننده ورزشی و موارد مدنظر آن دارد و می‌تواند تحقیقات بازاریابی ورزشی را توسعه دهد. در این راستا، پژوهش پیش رو با تجزیه و تحلیل شکاف‌های موجود در تحقیقات بازاریابی سنتی آغاز می‌شود. سپس، مزایا و محدودیت‌های استفاده از این روش‌های جایگزین نسبتاً جدید، مانند تصویربرداری عصبی یا تجزیه و تحلیل سیگنال‌های مغزی در تحقیقات بازاریابی عصبی ورزشی را مورد بررسی و بحث قرار می‌دهد. همچنین با ارائه تصویر کلی از تکنیک‌های بازاریابی عصبی به پژوهشگران حوزه ورزش دیدگاه‌هایی برای پژوهش در این حوزه ارائه می‌کند. در نهایت این پژوهش با پیش­‌بینی نیازهای تکاملی استفاده از این ابزارها به پایان می‌رسد

Impacts of game attractiveness and color of message on sport viewers' attention to prosocial message: an eye-tracking study

Purpose – Recently, neurophysiological tools have been popularly utilized in sport marketing research. Among them, eye tracking, a pervasive sensor technology, has received a growing interest to examine the effects of advertising through sport on viewer attention. While there is a plethora of evidence in advertising that supports the positive effects of various advertising types and locations on viewer attention in various sport contexts, little is known about the role of a prosocial overlay advertisement on viewer attention when watching televised football matches.  Design/methodology/approach – To identify the research gap, we first reviewed the relevant sport marketing and neuroscience research on advertising effectiveness. We selected a prosocial message displayed on an overlay signage as an advertising format during a football match. Adopting a quasi-experimental research design, the participants’ attention to the prosocial messages was measured using eye-tracking technology (pupil model) in a laboratory. Findings – We found that the colors of prosocial messages and game attractiveness had significant effects on viewer attention to the prosocial message. Originality/value – In this study, we seek to add advertisement color, as well as game attractiveness to the extant knowledge in marketing literature as effective advertising factors in capturing viewers’ attention. These variables can offer marketers new insights in designing effective advertisements for the context of televised sports events in a specialized field. </p

Prevalence and intensity of catastrophic health care expenditures in Iran from 2008 to 2015: a study on Iranian household income and expenditure survey

Abstract Background Households exposure to catastrophic health expenditure is a valuable measure to monitor financial protection in health sector payments. The present study had two aims: first, to estimate the prevalence and intensity of catastrophic health expenditures (CHE) in Iran. Second, to investigate main factors that influence the probability of CHE. Methods CHE is defined as an occasion in which a household’s out-of-pocket (OOP) spending exceeds 40% of the total income that remains after subtraction of living expenses. This study used the data from eight national repeated cross-sectional surveys on households’ income and expenditure. The proportion of households facing CHE, as a prevalence measure, was estimated for rural and urban areas. The intensity of CHE was also calculated using overshoot and mean positive overshoot (MPO) measures. The factors affecting the CHE were also analyzed using logistic random effects regression model. We also used ArcMap 10.1 to display visually disparities across the country. Results An increasing number of Iranians has been subject to catastrophic health care costs over the study period in both rural and urban areas (CHE = 2.57% in 2008 and 3.25% in 2015). In the same period, the overshoot of CHE and the mean positive overshoot ranged from 0.26% to 0.65% and from 12.26% to 20.86%, respectively. The average absolute monetary value of OOP spending per month has been low in rural areas over the years, but the prevalence of CHE has been higher than urban areas. Generally put, rural settlement, higher income, receiving inpatient and outpatient services, and existence of elderly people in the household led to increase in CHE prevalence (p < 0.05). Interestingly, provinces with more limited geographical and cultural accessibility had the lowest CHE. Conclusions According to the findings, Iran’s healthcare system has failed to realize the aim of five-year national development plan regarding CHE prevalence (1% CHE prevalence according to the plan). Therefore, revision of financial health care protection policies focusing on pre-payments seems mandatory. For instance, these policies should extend the interventions that target low-income populations particularly in rural areas, provide more coverage for catastrophic medical services in basic benefit packages, and develop supplementary health insurance