NeuroIS: The Potential of Cognitive Neuroscience for Information Systems Research

Information Systems Research Articles in Advance, pp. 1–18, 2010, ISSN1047-7047, EISSN1526-5536

33 Pages Posted: 20 Dec 2013

See all articles by Angelika Dimoka

Angelika Dimoka

Temple University - Department of Marketing and Supply Chain Management; Center for Neural Decision Making, Temple University

Paul A. Pavlou

Temple University - Department of Management Information Systems; Temple University - Department of Strategic Management

Fred Davis

University of Arkansas - Sam M. Walton College of Business

Date Written: July 10, 2008

Abstract

This paper introduces the idea of drawing upon the cognitive neuroscience literature to inform IS research (herein termed “NeuroIS”). Recent advances in cognitive neuroscience are uncovering the neural bases of cognitive, emotional, and social processes, and they offer new insights into the complex interplay between IT and information processing, decision-making, and behavior among people, organizations, and markets. The paper reviews the emerging cognitive neuroscience literature to propose a set of seven opportunities that IS researchers can use to inform IS phenomena, namely (1) localizing the neural correlates of IS constructs, (2) capturing hidden mental processes, (3) complementing existing sources of IS data with brain data, (4) identifying antecedents of IS constructs, (5) testing consequences of IS constructs, (6) inferring the temporal ordering among IS constructs, and (7) challenging assumptions and enhancing IS theories. The paper proposes a framework for exploring the potential of cognitive neuroscience for IS research and offers examples of potentially fertile intersections of cognitive neuroscience and IS research in the domains of design science and human-computer interaction. This is followed by an example NeuroIS study in the context of e-commerce adoption using fMRI, which spawns interesting new insights. The challenges of using functional neuroimaging tools are also discussed. The paper concludes that there is considerable potential for using cognitive neuroscience theories and functional brain imaging tools in IS research to enhance IS theories.

Keywords: cognitive neuroscience, functional brain imaging; NeuroIS, neuroeconomics, neuromarketing

Suggested Citation

Dimoka, Angelika and Pavlou, Paul A. and Davis, Fred, NeuroIS: The Potential of Cognitive Neuroscience for Information Systems Research (July 10, 2008). Information Systems Research Articles in Advance, pp. 1–18, 2010, ISSN1047-7047, EISSN1526-5536. Available at SSRN: https://ssrn.com/abstract=2369341

Angelika Dimoka

Temple University - Department of Marketing and Supply Chain Management ( email )

Philadelphia, PA 19122
United States

Center for Neural Decision Making, Temple University ( email )

Philadelphia, PA 19122
United States

HOME PAGE: http://www.fox.temple.edu/minisites/neural/index.html

Paul A. Pavlou (Contact Author)

Temple University - Department of Management Information Systems ( email )

1810 N. 13th Street
Floor 2
Philadelphia, PA 19128
United States

Temple University - Department of Strategic Management ( email )

Fox School of Business and Management
Philadelphia, PA 19122
United States

Fred Davis

University of Arkansas - Sam M. Walton College of Business ( email )

Fayetteville, AR 72701
United States

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