بررسی رابطه بهخاطرسپاری پیامهای بازرگانی و هیجانات دیداری و شنیداری با استفاده از رویکرد بازاریابی عصبی.

In this study, the relationship between commercial ads and audiences’ audiovisual emotions has been investigated using neuromarketing approach. Considering research objective, it’s an applied study and regarding method it’s an experimental study. The statistical population of the study includes audience of commercial ads and the statistical sample includes 14 males and 5 females in the range of 22 to 55 years old which selected using purposive sampling method. In data gathering phase, customers’ brain reactions were recorded using Electroencephalogram applying OpenBCI processing software with a sampling rate of 512, in the range of 7-13 HZ and 30 frames per second using FP1. After elimination of the artifacts and calculating data average in the Excel software, commercial ads were classified into three special and one ordinary commercial ads. Analyzing the research data using SPSS software indicates that, there is a significant correlation between the emotions and feelings while watching the special commercial ads and the remembered words, sounds and images. Furthermore, there is not a significant relation between the emotions and feelings while watching the ordinary commercial ads and the remembered words, sounds and images. [ABSTRACT FROM AUTHOR]