Cognitive Neuroscience in Information Systems Research
This paper reviews cognitive neuroscience and several neurophysiological tools (e.g., fMRI, PET, EEG, MEG, and eye tracking). The strengths and weaknesses of such tools for information systems research are presented. The paper provides examples of existing cognitive neuroscience studies in varies areas, such as neuroeconomics, neuromarketing, and eye tracking. In addition, this paper provides an overview of brain areas that response to various mental processes, and discusses the localization and functionality of each brain area. Because of the popularity of eye-tracking research in information systems, measurements and metrics related and derived from eye-tracking technique (e.g., fixation, saccades and scanpath) are described and discussed in this paper. Opportunities for applying cognitive neuroscience techniques to IS research as well as future research directions are also discussed.
Zhao, Y., & Siau, K. (2018). Cognitive Neuroscience in Information Systems Research. Applications of Neuroscience: Breakthroughs in Research and Practice, pp. 158-175.
The definitive version is available at https://doi.org/10.4018/978-1-5225-5478-3.ch009
Business and Information Technology
International Standard Book Number (ISBN)
Book - Chapter
© 2018 IGI Global, All rights reserved.