Angelika Dimoka

What does the brain tell us about trust and distrust? evidence from a functional neuroimaging study

Determining whom to trust and whom to distrust is a major decision in impersonal IT-enabled exchanges. Despite the potential role of both trust and distrust in impersonal exchanges, the information systems literature has primarily focused on trust, alas paying relatively little attention to distrust. Given the importance of studying both trust and distrust, this study aims to shed light on the nature, dimensionality, distinction, and relationship, and relative effects of trust and distrust on economic outcomes in the context of impersonal IT-enabled exchanges between buyers and sellers in online marketplaces. This study uses functional neuroimaging (fMRI) tools to complement psychometric measures of trust and distrust by observing the location, timing, and level of brain activity that underlies trust and distrust and their underlying dimensions. The neural correlates of trust and distrust are identified when subjects interact with four experimentally manipulated seller profiles that differ on their level of trust and distrust. The results show that trust and distrust activate different brain areas and have different effects, helping explain why trust and distrust are distinct constructs associated with different neurological processes. Implications for the nature, distinction and relationship, dimensionality, and effects of trust and distrust are discussed.

On product uncertainty in online markets: theory and evidence

Online markets pose a difficulty for evaluating products, particularly experience goods, such as used cars, that cannot be easily described online. This exacerbates product uncertainty, the buyers difficulty in evaluating product characteristics, and predicting how a product will perform in the future. However, the IS literature has focused on seller uncertainty and ignored product uncertainty. To address this void, this study conceptualizes product uncertainty and examines its effects and antecedents in online markets for used cars (eBay Motors). Extending the information asymmetry literature from the seller to the product, we first theorize the nature and dimensions (description and performance) of product uncertainty. Second, we propose product uncertainty to be distinct from, yet shaped by, seller uncertainty. Third, we conjecture product uncertainty to negatively affect price premiums in online markets beyond seller uncertainty. Fourth, based on the information signaling literature, we describe how information signals (diagnostic product descriptions and third-party product assurances) reduce product uncertainty. The structural model is validated by a unique dataset comprised of secondary transaction data from used cars on eBay Motors matched with primary data from 331 buyers who bid on these used cars. The results distinguish between product and seller uncertainty, show that product uncertainty has a stronger effect on price premiums than seller uncertainty, and identify the most influential information signals that reduce product uncertainty. The studys implications for the emerging role of product uncertainty in online markets are discussed.

Research Commentary---NeuroIS: The Potential of Cognitive Neuroscience for Information Systems Research

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.

How to conduct a functional magnetic resonance (fMRI) study in social science research

This research essay outlines a set of guidelines for conducting functional Magnetic Resonance Imaging (fMRI) studies in social science research in general and also, accordingly, in Information Systems research. Given the increased interest in using neuroimaging tools across the social sciences, this study aims at specifying the key steps needed to conduct an fMRI study while ensuring that enough detail is provided to evaluate the methods and results. The outline of an fMRI study consists of four key steps: (1) formulating the research question, (2) designing the fMRI protocol, (3) analyzing fMRI data, and (4) interpreting and reporting fMRI results. These steps are described with an illustrative example of a published fMRI study on trust and distrust in this journal (Dimoka 2010). The paper contributes to the methodological literature by (1) providing a set of guidelines for designing and conducting fMRI studies, (2) specifying methodological details that should be included in fMRI studies in academic venues, and (3) illustrating these practices with an exemplar fMRI study. Future directions for conducting high-quality fMRI studies in the social sciences are discussed.

Brain Mapping of Psychological Processes with Psychometric Scales: An fMRI Method for Social Neuroscience

INTRODUCTION The functional neuroimaging literature has used many stimuli (e.g., games, pictures, sounds) in fMRI studies to induce activation in brain areas related to psychological processes. To improve the link among psychological processes and their brain mapping, this study integrates the theory of measurement in the social sciences with the functional neuroimaging literature to propose a simple method that localizes the neural correlates of psychological processes using psychometric scales as stimuli to induce brain activation. MATERIALS AND METHODS Two fMRI studies were performed to illustrate this method with 30 subjects who responded to psychometric scales for four psychological processes on 7-point Likert-type anchors while their brains were being scanned in an fMRI. The first study examined two psychological processes-trust and distrust-whose neural correlates are known. The second study examined two psychological processes specific to technology use context-perceived usefulness and perceived ease of use-whose neural correlates are still unknown. RESULTS Results from the first fMRI study confirmed the neural correlates of trust in the caudate nucleus, putamen, anterior paracingulate cortex, and orbitofrontal cortex and of distrust in the amygdala and insular cortex, thus confirming the literature. The second fMRI study identified the neural correlates of perceived usefulness in the anterior cingulate cortex, caudate nucleus, and insular cortex and perceived ease of use in the dorsolateral prefrontal cortex, which are consistent with the technology use literature. DISCUSSION The proposed brain mapping method with psychometric scales can inform the neurological nature of psychological processes, challenge existing measurement assumptions, and help advance brain mapping.

Context may be King, but generalizability is the Emperor!

The relative importance of context and generalizability (or particularism and universalism) has long been debated in scientific research. Recently, Davison and Martinsons raised valid concerns about the possibility of false universalism in IS research, discussed its negative consequences, and made a call for explicitly including particularism in research design and reporting. In this commentary, we generally agree with the notion that context should matter more in IS research; yet, the importance of generalizability in research should not be downplayed. Specifically, we posit that generalizability should be given higher position in the scientific process and be the ultimate goal for researchers. Still, researchers need to fully understand the research context, which, in combination and replication, can help to cautiously make generalizable knowledge claims. Therefore, we characterize the relationship between context and generalizability as that of a “King” (as an analogy of the local role of context) versus the “Emperor” (as an analogy of the global role of generalizability).

Culture Differences, Difficulties, and Challenges of the Neurophysiological Methods in Marketing Research

ABSTRACT Given recent technological improvements, social consumer researchers are reaching out for disciplines such as neuroscience and biomedical engineering. The purpose of this article is threefold. First, we briefly review each neurophysiological method. Second, we present cultural studies in marketing showing the importance of using neurophysiological tools in different cultures. Third, we discuss reasons why some areas have not benefitted from this interdisciplinary approach yet. For that, we interviewed Latin American researchers because of the importance of this region and the very little academic discussion on the challenges and caveats associated with conducting consumer research in this region. We conclude the article with insights to overcome these challenges.

Introduction to the Minitrack Human-Computer Interaction: Informing Design Utilizing Behavioral, Neurophysiological, and Design Science Methods

Introduction to the Minitrack Human-Computer Interaction: Informing Design Utilizing Behavioral, Neurophysiological, and Design Science Methods.

Introduction to Human-Computer Interaction: Informing Design Utilizing Behavioral, Neurophysiological, and Design Science Methods Minitrack

Introduction to the Minitrack Human-Computer Interaction: Informing Design Utilizing Behavioral, Neurophysiological, and Design Science Methods.

Introduction to Human-Computer Interaction (HCI) Minitrack: Informing Design Choices Utilizing Behavioral, Neurophysiological, and Design Science Methods

Introduction to Human Computer Interaction.