







































Education, Society and Human Studies 
ISSN 2690-3679 (Print) ISSN 2690-3687 (Online) 

Vol. 5, No. 1, 2024 
www.scholink.org/ojs/index.php/eshs 

27 

Original Paper 

Investigating the Impact of Neuromarketing on Consumer 

Purchase Intention (Case Study of Sports Goods Customers in 

Ardabil City) 
Mehrdad Moharramzadeh1, Abbas Naghizadeh Baghi2, Farzad Nobakht2, & Akbar Mahdavi3* 

1 Professor of Sports Management, Mohaghegh Ardabili University, Ardabil, Iran 
2 Associate Professor of Sports Management, Mohagheg Ardabili University, Ardabil, Iran 
3 Master’s degree in sports management, director of physical education, Karaj, Iran 
* Akbar Mahdavi, Master’s degree in sports management, director of physical education, Karaj, Iran 

 

Received: June 19, 2023       Accepted: February 22, 2024     Online Published: March 3, 2024 

doi:10.22158/eshs.v5n1p27                    URL: http://dx.doi.org/10.22158/eshs.v5n1p27 

 

Abstract 

The purpose of this research was to investigate the effect of neuromarketing on consumer purchase 

intention (a case study of sports goods customers in Ardabil city). The current research is applied 

research in terms of purpose and descriptive-analytical in terms of nature and content. The statistical 

population of this research includes all private sports clubs and sellers of sports goods in Ardabil city, 

the sample size was 352 people considering that the statistical population is unlimited and the 

sampling method was clustered. The measurement tools include neuromarketing questionnaire (Azeimi 

et al., 2015) and consumer purchase intention questionnaire (Mahdavi, 2015). The content and form 

validity of the questionnaires were confirmed by the management professors and then Cronbach’s alpha 

reliability (AVE) was reported as 0.83 for the neuromarketing questionnaire and 0.88 for the consumer 

purchase intention questionnaire, respectively. The structural equation method was used for analysis 

using Imus version 23 and SPSS version 19 software. The findings of the research showed that 

neuromarketing has an effect on the purchase intention of sports goods consumers. Therefore, it can be 

concluded that the use of neuromarketing can influence the senses and minds of customers and make 

consumers’ minds ready for repeat purchases. 

Keywords 

neuromarketing, consumer purchase intention, Ardabil 
 

 



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1. Introduction 

Neuromarketing is the application of tools, achievements and tests from the scientific disciplines of 

psychology and neuroscience and neurology in order to measure and measure biological reactions in 

the face of marketing stimuli (marketing strategies, communications, advertising, new products and 

existing products). The concept and term of neuromarketing was first proposed in 1990 by 

psychologists and researchers at Harvard University. This technology discusses a model in which the 

main part of the intellectual body of human activity (more than 90%) happens in the subconscious of 

their brain; which is in the lower part of controlled consciousness (Jaafari, 2022). Neuromarketing 

offers more depth and accuracy in market research than qualitative research alone. Studies have shown 

that data collected from neural experiments predicts future trends more accurately than traditional 

market research. Assessing physiological proxies for brain activity circumvents deficiencies such as 

incomplete recall and participant dishonesty. Whether due to pressure to please or embarrassment, 

consumer responses are not necessarily an accurate representation of the brain’s actual response. One 

of the biggest advantages of neuromarketing is the ability to better understand the decision-making 

process of consumers with less influence on those decisions due to the talents of the brand, style, 

product, market, genre etc. (Nazadi, 2022). Customer purchase intention is defined as the desire and 

intention of the consumer to purchase a particular product or service from a seller. The intention to 

purchase the product comes from the customers’ perception of the service providers’ performance. It 

means that the consumer has confidence in the seller or brand in terms of service. It also shows whether 

customers are willing to buy more from a particular organization. Finally, it is the purchase intention 

that turns the consumer into a customer. Purchase intention refers to the probability that a customer will 

choose a particular brand when purchasing an item from a category of products (Crosno et al., 2006). 

Purchase intention is the probability of buying a certain product by the consumer in the future. 

Purchase intention is also said to the extent that a customer buys a specific product and changes 

direction to other products at the same time and moment (Yu & Danso, 2001). Purchase intention is 

defined as a situation in which the consumer is inclined to buy a specific product under specific 

conditions (Shah et al., 2012). Marketers should pay more attention to their opinions, needs and desires 

in order to retain, attract and repurchase customers and provide better services and by examining the 

problems and dealing with these problems and ultimately increasing their satisfaction, which is related 

to increasing the perceived quality of them, it leads to the intention of customers to buy sports goods. 

For this reason, most sports marketers use types of marketing such as neuromarketing, which has a 

great impact on the brain and nerves of customers, to retain and attract customers and finally 

repurchase all types of sports goods. The main problem here is the quality perceived by the customers, 

considering the advancement of technology and technology in the production and manufacturing of all 

kinds of sports goods, as well as the existence of sports goods manufacturers and having a large variety, 

which can expand the purchase intention of the customers and cause them to buy again to be. Therefore, 



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managers of sports clubs and sellers of sports goods must develop the quality of sports goods in the 

minds of customers in order to promote and expand the purchase intention of customers using 

neuromarketing. Therefore, according to the previous statements of the researcher, in this research, she 

seeks to investigate the question of whether neuromarketing has an effect on the purchase intention of 

sports goods consumers. 

Neuromarketing uses behavioral cognitive science in a market research setting to assess consumer 

response to marketing stimuli. According to today’s needs, paying attention to this science in marketing 

and advertising is very effective and important. Neuromarketing is a new science in marketing, which 

is a combination of two marketing sciences and neuroscience, which takes into account the functioning 

of the brain, and all marketing operations are carried out. Neuromarketing efforts can be profitable and 

effective in attracting customers at a lower cost for smaller businesses. The purpose of neuromarketing 

is to better convey marketing messages to others and increase the probability of purchase by the 

audience, which reduces marketing and advertising budgets and It also aims to collect empirical data 

using neuroscience techniques to better understand consumer behavior and develop more effective 

marketing campaigns and products. Neuromarketing researchers apply biometrics to the traditional 

focus group through technologies such as electroencephalography, which track participants’ neural 

responses to elements of a particular brand. A variety of neuromarketing methods are used to obtain 

and decode brain data to reveal the consumer’s unconscious decision-making processes (Najafi, 2021). 

One of the stages of purchase decision is the purchase intention, which studies the behavioral reason of 

the consumer to buy a particular brand. Researchers have introduced various factors that influence 

consumers’ purchase decisions (Keller & Lehman, 2006). The relationship between behavioral 

intention and behavior shows that people tend to engage in behaviors that they intend to do (Yaghoubi 

& Shakeri, 2020). Purchase intention expresses the consumer’s desire to buy a product or receive a 

special service in the future. In other words, increasing purchase intention means increasing the 

probability of purchase (Schiffman & Kanuk, 2007). According to Cresno, Ferling and Skinner, 2009, 

purchase intention refers to the probability that customers will purchase a specific brand of a product 

class in a given purchasing situation. Often, the purchase intention scale is used to identify the 

possibilities of buying goods during a certain period of time. Day states that volitional scales can be 

more effective than behavioral scales in achieving the customer’s decision, because customers may buy 

under compulsion (Hu, 2010). When a consumer has a desire to buy from a store, this desire is 

expressed in the form of a commitment that leads her to actual purchase behavior (Schiffman & Kanuk, 

2007). It is necessary to study neuromarketing and customers’ intention to purchase sports goods as an 

attractive and vital category in marketing, and for the success of these two variables, the quality 

perceived by the customer should be increased. Therefore, it is necessary for sports marketers to pay 

enough attention to perceived quality as one of the important and essential factors for sales growth and 

increasing and attracting customers. As a result, it is important to address the issue of purchase 



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intention and perceived quality of sports goods customers as the main pillar of sports goods marketing. 

Therefore, in this research, the researcher seeks to investigate the impact of neuromarketing on the 

consumer’s purchase intention (a case study of sports goods customers in Ardabil city) that with the 

results and findings of this research, people who are somehow related to sports goods can attract more 

customers and Identify different methods and ways. 

In 2023, Gharbi et al concluded in a research that social media marketing activities have a direct, 

positive and significant effect on repurchase intention and sustainable social connection and customer 

satisfaction. In a research, Nezadi (2022) concluded that customers and consumers of sports services in 

taekwondo clubs in Tehran are encouraged to repurchase the club’s services with neuromarketing 

stimuli along with satisfaction and loyalty. Davari (2022) concluded in a research that impulse 

marketing and its dimensions have an effect on the impulse buying behavior of sports brand buyers, 

and nervous marketing and its dimensions have an indirect effect on the impulse purchase behavior of 

sports brand buyers through passion for the brand. Liu et al. (2018) concluded in a research that social 

and informational benefits have positive effects on attitude, which in turn significantly affect revisit 

intention and brand trust, and the moderating effect of community type. Online was significant in 

predicting the relationship between attitude and impulse purchase, but not between attitude and revisit 

intention. 

 

 
 
 

Figure 1. Research Conceptual Model 
 

2. Methodology 

The current research is applied research in terms of purpose and descriptive-analytical in terms of 

nature and content. Also, the current research is of the type of causal modeling or structural equation 

modeling and the relationship between the variables was tested. Also, this research was based on field 

data collection and questionnaire. Regarding the collection of information related to the literature of the 

subject and the background of the research, library methods were used, and field methods were used to 

collect information to confirm or reject the research hypotheses. The target population of this research 

includes all customers of sports stores in Ardabil city. The population of the current research includes 

the customers and sellers of sports goods in Ardabil city, which due to the unavailability of the study 

population, the statistical population was determined as unlimited. The sample of this research includes 

all athletes, sellers and customers of sports goods in Ardabil city, and the sample size was determined to 

be 384 people based on Morgan’s table due to the unlimited statistical population that After collecting 

the questionnaires, it was found that 32 of the questionnaires could not be used due to incomplete 

Neurological marketing Consumer purchase 

intention 



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answers, and therefore the data of 352 questionnaires were analyzed. In this research, the sampling 

method was clustered. First, the city of Ardabil was divided into six clusters and randomly selected a 

number of clusters; So that a total of 6 regions are selected and According to the number of stores and 

clubs in each region, a number of stores and sports clubs were selected randomly. To measure the 

neuromarketing variable, the questionnaire used by Azimi et al. (2015). This questionnaire consists of 

17 questions in 4 dimensions, the dimensions of the above questionnaire are 1- consumer trust (from 

questions 1 to 5), 2- variety of products (from questions 6 to 9), 3- use of the five senses (from 

questions 10 to 13) and 4- emotional experiences caused by consumer purchases (from questions 14 to 

17). A questionnaire used by Mahdavi in her research in 2016 was used to measure the variable of 

consumer purchase intention. This questionnaire is made of 6 questions in one dimension, and the 

scoring method of this questionnaire is based on a 5-point Likert scale, which ranges from completely 

disagree to completely agree. In this research, Cronbach’s alpha method, which is the basis of 

reliability measurement in most researches, has been used. The content and form validity of the 

questionnaires were confirmed by the management professors and then the Cronbach’s alpha reliability 

of the neuromarketing questionnaire was 0.837 and the Cronbach’s alpha reliability of the consumer 

purchase intention questionnaire was 0.882. In order to analyze the hypotheses of the research, the 

method of structural equations was used using the software of Imus version 23 and SPSS version 19. 

 

3. Analysis of Findings 

The distribution of respondents is according to gender: 149 people, i.e., 42.3% are men, and 203 people, 

i.e., 57.7% are women. The distribution of the respondents according to their marital status is that 145 

people, i.e., 41.2%, are single and 207 people, i.e., 58.8%, are married. The distribution of respondents 

based on age shows that the lowest age range is less than 30 years old with a frequency of 19 people, 

i.e., 5.4%, and the highest age range is between 35 and 40 years old with a frequency of 123 people, i.e., 

34.9%. The distribution of the respondents according to the level of education shows that a doctorate 

with a frequency of 8 people, i.e., 2.3%, and a bachelor’s degree with a frequency of 155 people, i.e., 

44%, are respectively the lowest and the highest level of education of the respondents. The distribution 

of respondents based on sports history shows that less than 5 years with a frequency of 43, i.e., 12.2%, 

between 5 and 10 years with a frequency of 136, i.e., 38.6%, between 10 and 15 years with a frequency 

of 116, i.e., 33%, and more than 15 years with The frequency is 57, that is, 16.2%. 

Basic measurement equations 

The primary measurement model of the research, which examines the relationship between latent and 

manifest variables, was implemented in the Imus version 23 software, and it can be seen in the three 

modes of non-standard estimation, standard estimation and the significance of the coefficients in three 

Figures 1 and 2. 



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Figure 2. Primary Measurement Model in the Mode of Estimation of Unstandardized 

Coefficients 

 

 

Figure 3. Primary Measurement Model in the Mode of Estimation of standardized Coefficients 

 

Initial measurement model fit  

Fit means matching the observed model in the research sample with the expected model in the real 

society. 

 



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Table 1. Fit Indices of the Primary Measurement Model 

Fit indices Fit index rate Limit Amount obtained 

CMIN/DF Thrifty indicators smaller than 3 1.625 

RMSEA Thrifty indicators smaller than 0.08 0.058 

PNFI Thrifty indicators Greater than 0.5 0.662 

GFI Absolute indices Greater than 0.8 0.889 

AGFI Absolute indices Greater than 0.8 0.894 

NFI Comparative indicators Greater than 0.9 0.921 

NNFI=TLI Comparative indicators Greater than 0.9 0.930 

CFI Comparative indicators Greater than 0.9 0.987 

RFI Comparative indicators Greater than 0.9 0.917 

IFI Comparative indicators Greater than 0.9 0.903 

 
Among the 5 comparative indices mentioned in the table of main sources of structural equations, at 

least three indices must be greater than 0.9. The structural model has a good status in all three 

indicators, absolute, absolute and comparative. 

In order to establish the reliability and validity of the structure, the following 9 conditions must be met. 

Failure to establish even one condition will destroy the construct validity and the results will be 

discredited because the researcher’s results in a quantitative survey must be reliable and generalizable 

as well as valid or valid. 

 

Table 2. Checking the Reliability and Validity of the Structure 

 CR AVE MSV ASV 

Neurological marketing 0.709 0.837 0.454 0.316 

Consumer purchase intention 0.813 0.882 0.166 0.091 

 
Table 3. Fornell and Larcker’s Divergent Validity Analysis 

 New educational technology Consumer purchase intention 

Neurological marketing  0.713 

Consumer purchase intention 0.408  

 
If you pay attention to the Fornell and Larcker table, fortunately, the square root of the AVE of each 

variable is greater than the correlation of that variable with other variables. Considering that it was 

found in the initial measurement model that it has two necessary conditions for the implementation of 

the structural model, i.e., the validity and reliability of the structure and the fit, so there is no need for a 

modified measurement model and we directly carry out the structural model of the research. 



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Figure 4. Analysis Model of Neuromarketing Effect on Consumer Purchase Intention in 

Non-standard Estimation Mode 

 

 
Figure 5. Analysis Model of Neuromarketing Effect on Consumer Purchase Intention in Standard 

Estimation Mode 

 

 



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Table 4. Analysis of the Impact of Neuromarketing on Consumer Purchase Intention 

Result P T-VALUE direct route Hypothesis analysis 

Meaningful 0.002 3.072 0.33 effect of neuromarketing on consumer 

purchase intention 

 

Table 4 shows the results of investigating the path coefficient of the impact of neuromarketing on the 

purchase intention of consumers of sports goods in Rasht city. According to the above table, the beta 

coefficient in this path is 0.33, T-Value is 3.072 and p is 0.002. Considering that the t-value is outside 

(1.96 and -1.96), at the confidence level of 0.99, hypothesis H0 is rejected and hypothesis H1 is 

confirmed. That is, neuromarketing has a significant effect on the purchase intention of consumers of 

sports goods in Ardabil city On the other hand, in Table 4, the intensity and impact is determined by 

beta or the path coefficient, which beta is 0.33, which means that the direction is positive and direct, the 

intensity of the effect is 0.33. That is, if we change one unit of the exogenous variable of the 

consumer’s purchase intention, it changes by 0.33 units of the neuromarketing endogenous variable in 

the same direction. In other words, neuromarketing had a positive and significant effect on the purchase 

intention of sports goods consumers in Ardabil city. 

 

5. Conclusion 

The hypothesis of the research showed that neuromarketing has an effect on the consumer’s intention to 

buy sports goods in Ardabil city. Therefore, in the above explanation, it can be said that today 

companies produce sports goods that have legal ownership and they can influence consumer behavior 

and buy and sell products and provide security and stability from the future for their income and 

products and directly and indirectly affect consumers with these benefits that makes consumers want to 

buy products from their desired brands. Therefore, companies producing sports goods should seek to 

create a special and necessary passion in the minds of consumers. unitel the tell consumers that what 

they are buying is the best product or service available and that they think it is better than the products 

of competitors. Therefore, the interest and participation in neuromarketing can make customers 

satisfied with their purchases, and these customers’ purchases cause profits for the benefit of 

manufacturing companies. According to the findings and discussions, it can be concluded that 

customers make their decisions on a mental, emotional, and instinctive level. And due to the 

development and expansion of sports at the global level, the sports goods production industry is 

considered one of the main pillars of any country’s economy. And customers have a key role in that, in 

the meantime, the role and importance of neuromarketing due to its direct impact on the growth and 

survival of manufacturing companies competing in the market has caused the perceived quality to be 

understood and accepted by customers today. And the direction of their activity should be towards the 

intention of buying customers and considering that Ardabil city is one of the most populated and 



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sports-friendly cities and athletes in this city use up-to-date and appropriate sports goods and 

equipment. Therefore, the supply of quality sports goods and providing better services to consumers at 

a high level permanently makes the companies producing sports goods compete to attract consumers 

and buy customers. If the customers are satisfied with the quality of the goods and services of the 

sports goods manufacturing companies, they can make repeated purchases. 

 

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