Marco Hubert
Zeppelin University
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Featured researches published by Marco Hubert.
Management Information Systems Quarterly | 2010
René Riedl; Marco Hubert; Peter Kenning
Research provides increasing evidence that women and men differ in their decisions to trust. However, information systems research does not satisfactorily explain why these gender differences exist. One possible reason is that, surprisingly, theoretical concepts often do not address the most obvious factor that influences human behavior: biology. Given the essential role of biological factors-and specifically those of the brain-in decisions to trust, the biological influences should naturally include those related to gender. As trust considerations in economic decision making have become increasingly complex with the expansion of Internet use, understanding the related biological/brain functions and the involvement of gender provides a range of valuable insights. To show empirically that online trust is associated with activity changes in certain brain areas, we used functional magnetic resonance imaging (fMRI). In a laboratory experiment, we captured the brain activity of 10 female and 10 male participants simultaneous to decisions on trustworthiness of eBay offers. We found that most of the brain areas that encode trustworthiness differ between women and men. Moreover, we found that women activated more brain areas than did men. These results confirm the empathizing- systemizing theory, which predicts gender differences in neural information processing modes. In demonstrating that perceived trustworthiness of Internet offers is affected by neurobiology, our study has major implications for both IS research and management. We confirm the value of a category of research heretofore neglected in IS research and practice, and argue that future IS research investigating human behavior should consider the role of biological factors. In practice, biological factors are a significant consideration for management, marketing, and engineering attempts to influence behavior.
Communications of The Ais | 2017
Marco Hubert; Marc Linzmajer; René Riedl; Mirja Hubert; Peter Kenning; Bernd Weber
The integration of neuroscientific methods in Information Systems(IS) research to better understand how the brain interacts with IS relevant context has gained in importance. Many papers that highlight the potential of neuroIS and that discuss methodological issues associated with using functional brain imaging already exist. However, neuroIS researchers have to keep in mind that the emergence of complex mental processes such as trust in IS contexts is based on activity in a network of brain regions rather than on activity in one area alone. Accordingly, we introduce psycho-physiological interaction (PPI) analysis, a technique that one can use to analyze fMRI data. Specifically, we review how one can conduct PPI analysis, provide a concrete research example, and show how this analysis can inform IS trust research. Thus, we introduce neuroIS Researchers working in the domain of functional brain imaging to advanced fMRI analyses methods and show, based on the example of trust, how These methods can enhance our understanding of the nature of IS constructs.
Journal of Economic Psychology | 2015
Anja Achtziger; Marco Hubert; Peter Kenning; Gerhard Raab; Lucia A. Reisch
WiSt - Wirtschaftswissenschaftliches Studium | 2009
Marco Hubert; Peter Kenning
Psychology & Marketing | 2013
Marco Hubert; Mirja Hubert; Arnd Florack; Marc Linzmajer; Peter Kenning
Journal of Business Research | 2017
Marco Hubert; Arnd Florack; Rafael Gattringer; Tim Eberhardt; Ellen Enkel; Peter Kenning
international conference on information systems | 2012
Marco Hubert; Marc Linzmajer; René Riedl; Peter Kenning; Mirja Hubert
Journal of Economic Psychology | 2015
Tina Strombach; Marco Hubert; Peter Kenning
Marketing Review St. Gallen | 2009
Marco Hubert; Mirja Hubert; Jens Sommer; Peter Kenning
ACR North American Advances | 2011
Mirja Hubert; Marco Hubert; Oliver B. Büttner