Center for Neural Decision Making

Angelika Dimoka, PhDDirector, Center for Neural Decision Making

Department of MarketingFox School of Business

Temple University

Guest Speaker: Paul A. Pavlou, PhD

Associate ProfessorDepartment of Management Information

SystemsFox School of Business

Temple University

Center for Neural Decision Making

Center for Neural Decision Making

http://evilcyber.com

Center for Neural Decision Making

http://www.compucount.org

Center for Neural Decision Making

http://martin-goulding.com

Center for Neural Decision Making

http://www.faa.gov

Center for Neural Decision Making

http://www.sytronics.com

Center for Neural Decision Making

DLPFC processing information

Center for Neural Decision Making

MRI scanners use RF signals to produce cross-sectional anatomical images

fMRI captures brain activity by measuring changes in blood flow

functionalfunctional Magnetic Resonance Magnetic Resonance Imaging (fMRI) Imaging (fMRI)

MRI Brain Activity

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fMRI

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functionalfunctional Magnetic Resonance Imaging Magnetic Resonance Imaging (fMRI) (fMRI)

MRI Activation

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fMRI

Increased localized neuronal activity

Increased metabolism Oxygen consumption increased 5%

Local VasodilationIncreased blood flow 50%

Decreased deoxy-Hb/voxel

Less spin dephasing from magnetic field inhomogeneity

Increased fMRI signal

Task

Source: Manbir Singh, USC

Center for Neural Decision Making

A

ACC

NA

CN

IC

PCC

Limbic System

OBF

Prefrontal Cortex

DLPFC

MPFC

iPC

VMPFC

H

Figure 2. The Major Areas of the Brain

DLPFC: Dorsolateral Prefrontal Cortex - VMPFC: Ventromedial Prefrontal Cortex - OBF: Orbitofrontal Cortex - MPFC: Medial Prefrontal Cortex - ACC/PCC: Anterior/ Posterior Cingulate Cortex - NA: Nucleus Accumbens - A: Amygdala - H: Hippocampus - CN: Caudate Nucleus - IC: Insular Cortex

Motor Cortex

Visual Cortex

Cerebellum

Brain Stem

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NeutralStrongly Disagree

Strongly Agree

This system is easy to use

Center for Neural Decision Making

Decision NeuroscienceDecision Neuroscience

The use of neuroscience knowledge and functional brain imaging tools to inform decision making Identify the brain functionality that underlie human processes (thoughts, beliefs, emotions, behaviors, decisions)

Understanding decision-making by “looking under the hood”

Open the black box of the brain

Center for Neural Decision Making

Center for Neural Decision MakingCenter for Neural Decision Making

Center for Neural Decision Making

Center’s ObjectivesCenter’s Objectives

Foster the advancement of decision neuroscience by enabling inter-disciplinary collaboration and knowledge sharing

Better understand decision making by building models that correspond to how the brain works

Design tools to enhance decision making, such as decision aids and advice-giving systems

Center for Neural Decision Making

I can’t think

http://www.newsweek.com/2011/02/27/i-can-t-think.html

Center for Neural Decision Making

Reducing Information Overload of Reducing Information Overload of Air Traffic ControllersAir Traffic Controllers

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Problem:Problem: Information Overload due to Information Overload due to Complex Decision Environment Complex Decision Environment

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Solution:Solution: Interfaces that facilitate decision-Interfaces that facilitate decision-making making

by reducing information overload by reducing information overload Advances in computational technologies enable interfaces that facilitate decision-making by:

Highlighting or emphasizing primary information

Downplaying or filtering out redundant information

Automating complex calculations and simple decisions

Streamlining routine tasks and straightforward decisions

Substituting difficult/complex tasks with easier/simpler ones

Moving decision-making to more appropriate times (down-time)

Center for Neural Decision Making

Rationale for fMRI StudyRationale for fMRI Study

fMRI data objectively capture level of information overload (i.e., DLPFC) and other emotional processes (e.g., stress)

fMRI data can capture the brain’s functionality in real-time to measure degree of information overload and other (unwanted) adverse emotional processes at all times

Design of interfaces can be guided, tested, and refined by fMRI data that directly measure brain activity

Air Traffic Controllers would engage in experimental scenarios of increasing level of complexity equipped with computer interfaces within an fMRI scanner:

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Experimental SetupExperimental Setup

Simulated Interfaces (DESIREE & TGF) Basic En Route Automation Modernization system Advanced Automation Support

Conflict probe & Traffic management advisory tools

Scenarios Volume of traffic Vertically transitioning aircrafts Aircraft constrained by Miles-In-Trail restrictions Traffic on separate but crossing trajectories Traffic on conflicting crossing trajectories

Center for Neural Decision Making

Leve

l of

bra

in

acti

vity

Task difficulty

DLPFC: dorsolateral prefrontal cortex

Pilot fMRI ResultsPilot fMRI Results

Amygdala Insular Cortex

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Information Overload DLPFC activation with increased task difficulty Sudden drops in DLPFC activation during difficult

tasks coupled with amygdala and insular cortex activation

Reduction in Information Overload with enhanced computational interfaces Healthy levels of DLPFC activation throughout study Prevent spikes and drops in DPLFC activation Prevent unwanted adverse emotional reactions

Pilot fMRI ResultsPilot fMRI Results(“Real-time” measurement of brain activity

with fMRI)

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Design ImplicationsDesign Implications

Design of computational interfaces that reduce information overload and facilitate decision-making based on real-time brain activity (through fMRI data)

Guiding design of specific decision-making interventions that prevent information overload at specific difficult tasks

Refinement of context-specific computational interfaces that are guided by brain’s underlying activity

 

Center for Neural Decision Making

Decision Neuroscience can provide foundations for a deeper and richer understanding of decision making

Build models based on how the brain works

Design tools to enhance human decision-making

Opening the ultimate “black box”: Opening the ultimate “black box”: Measuring the brain at Measuring the brain at workwork

How Do We How Do We ReallyReally Decide? Decide?

Center for Neural Decision Making

Annual Interdisciplinary Annual Interdisciplinary Symposium on Decision Symposium on Decision

NeuroscienceNeuroscience

fox.temple.edu/neural

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Thank youThank you