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Open Access
Article
Publication date: 11 April 2022

Nairana Radtke Caneppele, Fernando Antonio Ribeiro Serra, Luis Hernan Contreras Pinochet and Izabela Martina Ramos Ribeiro

The purpose of this study is to understand how neuroscientific tools are used and discussed in ongoing research on strategy in organizations.

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Abstract

Purpose

The purpose of this study is to understand how neuroscientific tools are used and discussed in ongoing research on strategy in organizations.

Design/methodology/approach

The authors used a bibliometric study of bibliographic pairing to answer the research question. They collected data from the Web of Science and Scopus databases using the keywords “neuroscience*,” “neurostrategy*” and “neuroscientific*.”

Findings

This study presents a framework that relates fundamental aspects discussed in current research using neuroscientific tools: Neuroscience and its research tools in organizations; emotions and information processing; interdisciplinary application of neuroscientific tools; and moral and ethical influences in the leaders' decision-making process.

Research limitations/implications

The inclusion of neuroscientific tools in Strategic Management research is still under development. There are criticisms and challenges related to the limitations and potential to support future research.

Practical implications

Despite recognizing the potential of neuroscientific tools in the mind and brain relationship, this study suggests that at this stage, because of criticisms and challenges, they should be used as support and in addition to other traditional research techniques to assess constructs and mechanisms related to strategic decisions and choices in organizations.

Social implications

Neuroscientific methods in organizational studies can provide insights into individual reactions to ethical issues and raise challenging normative questions about the nature of moral responsibility, autonomy, intention and free will, offering multiple perspectives in the field of business ethics.

Originality/value

In addition to presenting the potential and challenges of using scientific tools in strategic management studies, this study helps create methodological paths for studies in strategic management.

Details

RAUSP Management Journal, vol. 57 no. 3
Type: Research Article
ISSN: 2531-0488

Keywords

Article
Publication date: 7 March 2018

Carmen Olsen and Anna Gold

Drawing on the literature from cognitive neuroscience and auditing research on professional skepticism (PS), this paper identifies new research questions, determinants, and…

Abstract

Drawing on the literature from cognitive neuroscience and auditing research on professional skepticism (PS), this paper identifies new research questions, determinants, and theories that may resolve current problem areas in PS research. We identify the following PS research areas that neuroscientific perspectives can potentially improve: 1) theory, 2) trust, 3) trait and state skepticism, 4) deception/fraud detection, and 5) skeptical judgment and action. The paper concludes with a discussion of the critical question of whether integrating a neuroscientific perspective in PS research is worthwhile and provides further direction for future research.

Article
Publication date: 5 March 2020

Rachana Chattopadhyay

The purpose of this paper is to provide an overview of the advancement of neuroscience research works in the domains of marketing management and organizational behavior and its…

Abstract

Purpose

The purpose of this paper is to provide an overview of the advancement of neuroscience research works in the domains of marketing management and organizational behavior and its future scope for expansion in the area of organizational behavior.

Design/methodology/approach

A total of 77 neuroscience research articles in the area of marketing management and organizational behavior published between 2004 and 2017 were reviewed, and a possible future direction for neuroscience research in the area of organizational behavior was identified in this article.

Findings

Findings from neuroscience research works suggest that tools and techniques that are useful in the neuroscience domain are also quite powerful and reliable in the context of organizational behavior research. Here, it should be noted that not all of these are independently powerful. Therefore, in certain cases, it is desirable to use neuroscience techniques in association with existing methods.

Originality/value

Neuroscientific research works in the context of the marketing domain were started with the motivation to identify the neural signaling in association with different marketing initiatives. However, the research works have proceeded much deeper and entered into the field of consumer psychology. Further research shows that neuroscience techniques are quite useful in the understanding of consumer behavior and can be extended in the field of organizational behavior. In this study, the authors have provided the future direction of neuroscience research works in the area of organizational behavior.

Details

Management Research Review, vol. 43 no. 9
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 20 February 2018

Nick Lee, Laura Chamberlain and Leif Brandes

To grow, any field of research must both encourage newcomers to work within its boundaries, and help them learn to conduct excellent research within the field’s parameters. This…

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Abstract

Purpose

To grow, any field of research must both encourage newcomers to work within its boundaries, and help them learn to conduct excellent research within the field’s parameters. This paper aims to examine whether the existing body of neuromarketing literature can support such growth. Specifically, the authors attempt to replicate how a newcomer to the field of neuromarketing would go about orienting themselves to the field and learn how to conduct excellent neuromarketing research.

Design/methodology/approach

A total of 131 papers, published in the areas of “neuromarketing” and “consumer neuroscience” were downloaded and then identified as conceptual or empirical in nature. A separate database was created for each type of research paper and information was recorded. For both conceptual and empirical papers, the citation details, notably year of publication, journal, journal ranking and impact factor were recorded. Papers were then descriptively analysed with regards to number of publications over the years, content and journal quality.

Findings

It is found that interest in the field is growing, with a greater variety of topics and methods appearing year on year. However, the authors also identify some issues of concern for the field if it wishes to sustain this growth. First, the highly fragmented literature and the lack of signposting makes it very difficult for newcomers to find the relevant work and journal outlets. Second, there is a lack of high-quality, user-oriented methodological primers that a newcomer would come across. Finally, neuromarketing as it appears to a newcomer suffers from a lack of clear guidance on what defines good vs bad neuromarketing research. As a large majority of the reviewed papers have appeared in lower-ranked journals, newcomers might get a biased view on the acceptable research standards in the field.

Originality/value

The insights from the analysis inform a tentative agenda for future work which gives neuromarketing itself greater scientific purpose, and the potential to grow into a better-established field of study within marketing as a whole.

Details

European Journal of Marketing, vol. 52 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Book part
Publication date: 6 December 2018

James Giordano and Kathinka Evers

Extant and newly developing techniques and technologies generated by research in brain sciences are characteristically employed in clinical medicine. However, the increasing…

Abstract

Extant and newly developing techniques and technologies generated by research in brain sciences are characteristically employed in clinical medicine. However, the increasing capabilities conferred by these approaches to access, assess and affect cognition, emotion and behavior render them viable and attractive for engagement beyond the clinical realm, in what are referred to as “dual-use” applications. Definitions of what constitutes dual-use research and applications can vary so as to include utilization in the public sector for lifestyle or wellness purposes – with growing participation of a do-it-yourself (i.e., biohacking) community, and an iterative interest and use in military and warfare operations. Such uses can pose risks to public safety, and challenge research ethics’ principled imperative for non-harm (although while complete avoidance of any harm may be in reality impossible, certainly any/all harms incurred should be minimized). Thus, it is important to both clarify the construct of dual-use brain research and address the ethical issues that such research fosters. This chapter provides a review and clarification of the concept of dual-use brain science, and describes how current and emerging tools and techniques of brain research are actually or potentially employed in settings that threaten public health and incur ethical concerns. Key ethical issues are addressed, and recommendations for ethical guidance of potentially dual-use research are proposed.

Details

Ethics and Integrity in Health and Life Sciences Research
Type: Book
ISBN: 978-1-78743-572-8

Keywords

Article
Publication date: 16 July 2021

Jeandri Robertson, Caitlin Ferreira, Mignon Reyneke and David Rosenstein

This methodological paper aims to demonstrate the potential benefits of using consumer neuroscientific methodologies to measure consumers’ subconscious responses when consuming…

Abstract

Purpose

This methodological paper aims to demonstrate the potential benefits of using consumer neuroscientific methodologies to measure consumers’ subconscious responses when consuming wine during a taste experiment. By comparing conscious and subconscious evaluations during a tasting experience this study illustrates how this methodology offers a more nuanced understanding of the consumer evaluation of wine during a consumption experience.

Design/methodology/approach

The research made use of a single-case taste test experiment whereby a wine expert blind-tasted 20 white wine varietals. Throughout each tasting, subconscious responses were measured using electroencephalography (EEG), combined with conscious measures of stated preferences using a questionnaire.

Findings

Stark differences were observed between the results of the conscious and subconscious wine evaluation measures, underscoring the complex nature of consumer decision-making and preference development. This study practically demonstrates the use and value of EEG as a consumer neuroscientific methodology in a wine marketing context.

Originality/value

This paper demonstrates the value of neuroscience techniques in identifying differences in the conscious and subconscious wine evaluation measures. This study practically demonstrates the use and value of EEG as a consumer neuroscientific methodology in a wine marketing context.

Details

International Journal of Wine Business Research, vol. 34 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

Open Access
Article
Publication date: 12 March 2018

Eveline Maria van Zeeland-van der Holst and Jörg Henseler

The concept of trust suffers from conceptual confusion. The current perspectives on trust within the B2B marketing domain could be visualised as a big box of which the borders are…

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Abstract

Purpose

The concept of trust suffers from conceptual confusion. The current perspectives on trust within the B2B marketing domain could be visualised as a big box of which the borders are defined by the disciplines marketing, economics, psychology and sociology. The purpose of this paper is to enlarge the box by introducing neuroscientific insights on trust to the B2B marketing domain.

Design/methodology/approach

By a literature study on neuroscientific insights on trust, this paper examines how neuroscience can help to solve existing problems within trust research and how it can address problems that otherwise might not be considered.

Findings

The neural coordinates of trust not only show that trust entails cognitive and affective elements, but also that these elements are so intertwined that they cannot be completely separated. What can and should be separated are the concepts of trust and distrust: the neural coordinates of trust are clearly different from the neural coordinates of distrust. Furthermore, there are personal differences in the ease of trusting others, which are not only caused by previous experiences but also by differences in resting patterns of frontal electroencephalographic asymmetry and by differences in hormonal state.

Research limitations/implications

Specifically, the neural difference between trust and distrust might shape the future research agenda for trust research within industrial marketing. It is likely that the process of distrust goes quick, whereas trust comes more slow. This is reflected in the dual processing theory, which is seen as a paradigm shift in the psychology of reasoning.

Originality/value

New perspectives and directions for trust research are presented. The distinction between trust and distrust is connected to approach- and avoidance-motivated behaviour, which is highly relevant for deepening the studies on trust within industrial marketing.

Details

IMP Journal, vol. 12 no. 1
Type: Research Article
ISSN: 2059-1403

Keywords

Article
Publication date: 10 April 2007

Carl Senior, Hannah Smyth, Richard Cooke, Rachel L. Shaw and Elizabeth Peel

To describe the utility of three of the main cognitive neuroscientific techniques currently in use within the neuroscience community, and how they can be applied to the emerging…

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Abstract

Purpose

To describe the utility of three of the main cognitive neuroscientific techniques currently in use within the neuroscience community, and how they can be applied to the emerging field of neuromarket research.

Design/methodology/approach

A brief development of functional magnetic resonance imaging, magnetoencephalography and transcranial magnetic stimulation are described, as the core principles are behind their respective use. Examples of actual data from each of the brain imaging techniques are provided to assist the neuromarketer with subsequent data for interpretation. Finally, to ensure the neuromarketer has an understanding of the experience of neuroimaging, qualitative data from a questionnaire exploring attitudes about neuroimaging techniques are included which summarize participants' experiences of having a brain scan.

Findings

Cognitive neuroscientific techniques have great utility in market research and can provide more “honest” indicators of consumer preference where traditional methods such as focus groups can be unreliable. These techniques come with complementary strengths which allow the market researcher to converge onto a specific research question. In general, participants considered brain imaging techniques to be relatively safe. However, care is urged to ensure that participants are positioned correctly in the scanner as incorrect positioning is a stressful factor during an imaging procedure that can impact data quality.

Originality/value

This paper is an important and comprehensive resource to the market researcher who wishes to use cognitive neuroscientific techniques.

Details

Qualitative Market Research: An International Journal, vol. 10 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Book part
Publication date: 19 August 2015

Daniella Laureiro-Martínez, Vinod Venkatraman†, Stefano Cappa, Maurizio Zollo and Stefano Brusoni

This chapter discusses the practical challenges and opportunities involved in merging the two fields of cognitive neurosciences and strategic management, starting from the premise…

Abstract

This chapter discusses the practical challenges and opportunities involved in merging the two fields of cognitive neurosciences and strategic management, starting from the premise that the need to marry them is justified by their complementarities, as opposed to the level of analysis on which they both focus. We discuss the potential benefits and drawbacks of using methods borrowed from cognitive neurosciences for management research. First, we argue that there are clear advantages in deploying techniques that enable researchers to observe processes and variables that are central to management research, with the caveat that neuroscientific methods and techniques are not general-purpose technologies. Second, we identify three core issues that specify the boundaries within which management scholars can usefully deploy such methods. Third, we propose a possible research agenda with various areas of synergy between the complementary capabilities of management and neuroscience scholars, aiming to generate valuable knowledge and insight for both disciplines and also for society as a whole.

Details

Cognition and Strategy
Type: Book
ISBN: 978-1-78441-946-2

Keywords

Book part
Publication date: 17 October 2011

Ilpo Helén

Depressive disorder has been defined by increasingly specific neurophysiological mechanisms and features during the past two decades. At the same time, depression has grown into…

Abstract

Depressive disorder has been defined by increasingly specific neurophysiological mechanisms and features during the past two decades. At the same time, depression has grown into an epidemic proportion and become a major public health problem. Consequently, the scope of depressive experience and conduct has also widened and the meaning of depression has multiplied and become equivocal. This chapter analyses how this tension is handled in current Western mental health care. The focus of the study is the role of neuroscientific views in mental health reasoning and practice. The empirical case is the mental health discussion in Finland from the late 1980s to the present day. The analysis of the historical change in understandings of depression in Finnish psychiatry and mental health care provides a view of the relevance of neuroscientific models in defining depressive illness and outlining diagnostic and treatment practices. Moreover, the analysis brings forth the relationship of neuroscientific concepts to other ways of defining depression – epidemiology, diagnostic classification, psychodynamic and other psychological theories – within clinical reasoning. A conclusion to be drawn from the analysis of the Finnish case is that neurobiological concepts of depression have only limited influence on the ways in which the disorder is conceived within the practical context of mental health care. It seems that the idea of depression as a multi-factorial disorder remains a good enough conceptual framework for clinical practice. Even the influence of neurosciences on treatment is still somewhat marginal. Within current practices of depression management, it is not the brain that is treated but risks, symptoms, and persons.

Details

Sociological Reflections on the Neurosciences
Type: Book
ISBN: 978-1-84855-881-6

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