A roundup of media mentions featuring faculty and staff from the Fox School of Business and the School of Sport, Tourism and Hospitality Management.
Fox School in Financial Times
Recently, business schools are weaving into their curriculum study in neuroscience. Fox’s Dr. Angelika Dimoka, the director of Temple’s Center for Neural Decision Making, speaks with Financial Times about Fox’s PhD program in this space. Read more>>
Leading by example
The Philadelphia Eagles’ Brandon Brooks, a Super Bowl champion, is also a champion of mental health awareness. Honors students in a leadership course led by Fox’s Dr. Crystal Harold invited Brooks to Alter Hall to speak with Fox students at a de-stress event. 6 ABC and student newspaper The Temple News provide coverage. Read more>>
‘Performing at the highest level’
Fox’s Dr. Crystal Harold is among the recipients of Temple University’s annual teaching, research, and creativity awards. Temple Now, the university’s weekly newsletter, announces all of the 2018 awardees. Read more>>
Technically Philly | April 9, 2018
Three leaders of a local venture firm—including its CEO—have stepped down recently, amid calls from its investor groups for speedier returns on its stake sell-offs. Fox’s Dr. TL Hill provides subject-matter expertise on these processes. Read more>>
The Legal Intelligencer | April 5, 2018
Fox’s James Lammendola contributes an op-ed to The Legal Intelligencer, detailing a nonprecedential opinion by the Superior Court. Read more>>
Sydney Morning Herald | April 3, 2018An editorial in Australia’s second-largest daily newspaper discusses the pitfalls of a current marketing strategy, and it cites the research work of Fox’s Dr. Joydeep Srivastava. Read more>>
Media requests: Please send requests to Christopher A. Vito, associate director of communications & media relations, Temple University’s Fox School of Business, at firstname.lastname@example.org
Angelika Dimoka’s job is to get inside your head.
As the director of the Center for Neural Decision Making at the Fox School of Business, Dimoka finds how you make the choices you do—and she does not need to ask you.
Instead, she looks to the human body for answers.
A trained biomedical engineer and neuroscientist, Dimoka came to the Fox School in 2008 to study how people make decisions. From air traffic controllers to victims of traumatic brain injuries to average consumers, Dimoka and her colleagues investigate—and predict—our everyday choices.
Getting inside your head
In 2008, Dimoka established the Center for Neural Decision Making, the first neuroscience center located within a business school, and currently the largest such center in the country.
“[The Center’s goal] is to provide a more objective understanding of the driving forces of a subject’s decision making,” says Dimoka, who is also an associate professor in the Department of Marketing. In the past, researchers have had to rely on self-reported data, asking consumers why they choose this product or made that decision. This, however, left room for error, as perhaps the consumer could not—or would not—divulge the true reason for their decision.
Today, with state-of-the-art tools like eye tracking machines, heart rate monitors, and MRI scanners, the Center’s research eliminates the subjective bias of decision-making research. “We don’t have to ask the subject anymore,” says Dimoka. “We can observe their physiological state.”
Dimoka and her colleagues, Vinod Venkatraman and Crystal Reeck, assistant professors of marketing, use these tools to study the body’s responses in experiments like the ability to recall print ads versus digital ads.
“With eye trackers, we can observe where the subject is looking at any given point,” says Dimoka, allowing the researcher to understand exactly what information the subject is taking in at what time. Heart rate monitors, skin conductors, and breathing monitors analyze the person’s emotional state—whether you sweat more, breath heavier, or have a faster heartbeat when making a decision.
What the brain reveals
The Center also has a new functional magnetic resonance imaging (fMRI) machine, brought to campus this fall in partnership with the College of Liberal Art’s Department of Psychology and with support from the National Science Foundation. “The fMRI scanners show us the brain’s functionality,” Dimoka says. “We can put people in the scanner and observe how their brains function when they make decisions.”
The areas of the brain that activate during different activities can reveal how consumers take in information and make decisions. Consider what happens when a person looks at a physical advertisement versus a digital advertisement. In a series of experiments funded by the Office of the Inspector General at the U.S. Postal Service, Dimoka and her colleagues studied subjects’ brains as they reviewed ads in both print and online formats.
“The area of the brain associated with memory, the hippocampus, showed higher levels of activation for ads that subjects had seen before in a physical format,” says Dimoka, “as opposed to digital ads.” By using the brain scanning tools, the researchers found that print is still sticky, even in today’s digital age.
The third phase of the experiments are currently underway. Dimoka says this new round will further investigate generational differences and brand awareness.
Are there any differences between the purchasing decisions of Millennials and Baby Boomers when looking at online versus print ads? “We did find some preliminary results [from earlier experiments] that were quite interesting,” Dimoka says, “and the opposite of what you would expect.” The full results will be published later this summer.
The Center investigates all kinds of decision making—including consumer, financial, and privacy decisions—that can have real impact on average people and companies. The impact of their work extends from marketing to fields like management information systems and finance.
For example, Crystal Reeck, assistant professor of marketing, found that how you review your choices during the decision making process can impact your ability to be patient. She is currently working on a study that involves how people disclose private information.
Companies are also affected by the Center’s work. “By looking at the brain of how 30 subjects were responding,” says Dimoka, “we can predict how millions of consumers in the United States would decide.”
“That’s the magic, the power of these tools.”
Learn more about Fox School Research.
Even in today’s digital age, a printed advertisement is more likely to stick with a consumer than its online counterpart.
Mixed-media marketing campaigns are much more likely to succeed when they incorporate a print medium, according to researchers from Temple University’s Fox School of Business.
Neuromarketing research by three Fox School professors explored which combination of digital and print media left the strongest imprint on the brain. A grant from the United States Postal Service Office of the Inspector General (USPS OIG) helped finance the study.
The laboratory component of their study asked participants to view the same combination of advertisements on two occasions over a two-week period. The study relied on traditional, self-reported measures and the recording of brain activity through a functional magnetic resonance imaging (fMRI) scanner.
When test subjects submitted to self-reported measures, the researchers found that the participants who had seen advertisements in only one format (whether twice in print or twice in digital, as opposed to one of each) were best at recalling the ads and their content.
According to data procured from the fMRI portion of the study, there was evidence that the same format shown twice, particularly with the physical format, produced associations with higher memory. Lastly, greater activation in brain areas that have been associated with desirability or subjective value was found for products advertised twice in the physical format, denoting greater engagement of these regions in the computations of the underlying subjective value and desirability.
“The primary finding for us was that sequencing, the order in which a test subject saw the ads, does not seem to matter as much as the presence of a physical component,” said Dr. Angelika Dimoka, Associate Professor of Marketing and Management Information Systems. “Under these circumstances, we noticed a stronger activation of the memory center of the brain. This is known as the hippocampus, which is located in the medial temporal lobe.”
Dimoka completed the study with Dr. Paul A. Pavlou, the Milton F. Stauffer Professor of Marketing and Management Information Systems, and Dr. Vinod Venkatraman, Assistant Professor of Marketing. Dimoka and Venkatraman serve as Director and Associate Director, respectively, of Temple’s Center for Neural Decision Making.
The research team’s findings complemented their May 2015 study. This previous study, also commissioned by the USPS OIG, sought a better understanding of consumer decision making through human response to physical, printed media and its digital counterpart. (In that study, printed ads generated a greater neural response than did digital ads.)
“Our newer study differed, in that we examined whether sequencing would play a role,” said Pavlou, who also serves as the Fox School’s Senior Associate Dean of Research, Doctoral Programs, and Strategic Initiatives. “In the end, it did not matter whether a physical ad was viewed before or after a digital ad had been viewed, so long as a physical ad was included somewhere within the combination.”