스포츠정보 데이터 추출을 위한 실험적 솔루션으로서의 뉴로마케팅

Abstract

This study brings to the forefront possible implications of the neuro-marketing technology as a more scientific research technique that is expected to replace the traditional consumer study in many cases, exploring beneficial aspects of that technology, which aims at appealing to consumers at the unconscious level. Neuro-marketing that claims to be grounded in brain science is still in a fledgling stage. However, as demand from the industry grows, this new area appears to get more and more attention from the academic community. Especially a plurality of approaches to neuro-marketing research are already found in the areas of product and design development, brand power creation, and effective advertising, and this robust academic interest has led to several successful cases of industrial applications. The promising areas where neuro-science can be applied to the sports-related industry range from advertisement effect analysis of sports events, to analysis of spacial layout for sports product stores and sports facilities, sports-related brand image analysis, design effect analysis and testing in sports products, and analysis of athletic performance at sports venues. At this time, making more efforts to advance research in the field of combining neuro-science and sports science, in addition to those academic initiatives so far, will contribute to gaining a stronger foothold for sports science.