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The Role of fMRI in Management Discussed at Temple Conference


September 4th, 2014

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The way a brain functions has been a source of human curiosity throughout time. Over the past few decades, researchers have used a number of neuroscience methods including functional magnetic resonance imaging (fMRI) as a means to achieve a more-thorough understanding of how a human brain works.

The Center for Neural Decision Making (CNDM) at Temple University’s Fox School of Business has been at the forefront of this area, with research focused on integrating information from different methodologies to better understand human decision making.

Prior to the Academy of Management annual meeting, held in Philadelphia, the CNDM co-hosted a workshop with the Technology and Innovation Management group at MTEC, ETH Zurich on July 31 at Temple University. The workshop, titled, “Defining a Role for Neuroscience in Strategic Management,” provided a forum for leading researchers in the field of management to explore the use of methods in cognitive neuroscience in their research., by including both practical demonstration of some methods and presentations about designing and analyzing fMRI studies.

“There’s a lot of potential to improve our fMRI training methods and expand on our current practices. I want to help improve our teaching methodology and explain why it is that we use fMRI,” said Dr. Daniella Laureiro-Martinez, of ETH Zurich. Laureiro-Martinez made the conference’s first presentation, which included discussions about how to design an fMRI study and work within the limitations of the scanning environment.

“People often underestimate the nuances of designing an fMRI experiment,” said Dr. Vinod Venkatraman, an Assistant Professor of Marketing at the Fox School of Business and Associate Director of the CNDM. “When dealing with neurophysiological signals, it becomes increasingly difficult to block out the noise and focus on the desired signals. A good experimental design is one that eliminates most prejudices unrelated to the task of primary interest. Because conducting an experiment using fMRI technology is expensive and timely, having a good experiment design could prevent wasting time or money on ineffective studies.”

Despite the fact that fMRI technology has come a long way since its first use in the 1990s, there are improvements that can be made. Crucially, discussions in the conference focused on how these developments can be used to inform research in other areas like strategic management. Discussions also centered on ethical considerations and consequences of neuroscience experiments for managers.

The CNDM team and the Fox School of Business aim to be at the forefront of the area of applied neuroscience, extending findings from basic neuroscience to more applied areas in Business. They are continuing to find new ways to improve how to make study results more palatable and how more can be learned about the human brain and consumer behavior. The ultimate goal is to expand their work in the industry, helping companies understand how and why you would do a study on the human brain.

“Hopefully our future holds more fruitful collaborations with corporations and industry partners, taking our academic knowledge and studies and applying it to their practical use,” said Khoi Vo, Senior Research Associate at the Center for Neural Decision Making. “We hope to provide them with the necessary data, as well as the education and tools to understand and apply it to real-world decisions.”

 

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