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Cognitive Neuroscience in Information Systems Research

Cognitive Neuroscience in Information Systems Research
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Author(s): Yeli Zhao (School of Business Administration, Chinese University of Petroleum, Beijing, China)and Keng Siau (Department of Business & Information Technology, Missouri University of Science and Technology, Rolla, MO, USA)
Copyright: 2016
Volume: 27
Issue: 1
Pages: 16
Source title: Journal of Database Management (JDM)
Editor(s)-in-Chief: Keng Siau (City University of Hong Kong, Hong Kong SAR)
DOI: 10.4018/JDM.2016010103

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Abstract

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.

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