Abstract:Background. Attention is considered as a resource for storing and processing memory activities. Without attention, no perceptual processing takes place in the brain as the information (whether visual or auditory) cannot enter the brain. Objectives. The purpose of this study was to investigate and compare the attention of individuals to sports and nonsports advertising using brain activities. Methods. It was a quasi-experimental study investigating two advertisements (sports and non-sports) of Apple Company on … Show more
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