Canadian - Austrian Research Collaboration in NeuroIS (Vienna, June 9th 2016)

©Copyright Riedl & Léger 2016

Canadian - Austrian researchcollaboration in NeuroISPROF DR RENÉ RIEDLUniversity of Applied Sciences Upper Austria and University of Linz

PROF DR PIERRE-MAJORIQUE LÉGER,Co-Director, Tech3LabHEC Montréal

© Copyright Riedl & Léger 2016

What is NeuroIS ?


NeuroIS: The Basic Idea

IT BEHAVIOR

BIOLOGY

▪ Body physiology ▪ Brain anatomy & functionality ▪ Hormones ▪ Genes


Why Neuroscience?NEW MEASUREMENT TOOLS

“The telescope created astronomy by elevating the science from pure cosmological speculation. The microscope made possible similar advances in biology. The same is true of economics. Itsboundaries have been constantly reshaped by tools such as mathematical, econometric, and simulation methods. Likewise, the current surge of interest in neuroscience by psychologists emerged largely from new methods, and the methods may productively blur the boundaries of economics and psychology.”

Camerer et al. (Journal of Economic Literature, 2005, pp. 11-12)


Traditional ApproachEXAMPLE: SHOPPING BEHAVIOR

INDEPENDENT VARIABLE DEPENDENT VARIABLE

e.g., perceived trustworthiness of ebay offer

or purchase intention


NeuroIS ApproachEXAMPLE: SHOPPING BEHAVIOR

IT ARTIFACT (e.g., GUI)

MEDIATOR VARIABLE

IS RELEVANT VARIABLES


So what is NeuroIS? “NeuroIS is a subfield in the IS literature that relies on neuroscience and neurophysiological theories and tools to better understand the development, use, and impact of information technologies (IT). NeuroIS seeks to contribute to (i) the development of new theories that make possible accurate predictions of IT-related behaviors, and (ii) the design of IT artifacts that positively affect economic and non-economic variables (e.g., productivity, satisfaction,adoption, well being).”

Riedl et al. (2010, p. 245), Communications of the AIS


HEC MontréalTech3Lab


Largest NeuroIS lab in the world


Funding agencies supporting HEC Montréal Tech3Lab

© Copyright Riedl & Léger 2016© copyright Léger et Sénécal 2015

HEC Montréal Tech3Lab: 7 experimental rooms

© Copyright Riedl & Léger 2016© copyright Léger et Sénécal 2015

HEC Montréal Tech3Lab: Broad range of tools for NeuroIS research


HEC Montréal Tech3Lab: Research in collaboration with industry


HEC Montréal Tech3Lab: Ecologically valid research environment


Unique visualization technology developed in Canada at HEC

Eye fixations Triangulation and machine learning Visualization of emotion and/or cognitive states at fixation

Georges, V., Courtemanche, F., Senecal, S., Baccino, T., Fredette, M., & Leger, P. M. (2016, May). UX Heatmaps: Mapping User Experience on Visual Interfaces. In Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems (pp. 4850-4860). ACM.


Scientific collabora-tion between Austria and Canada


Gmunden Retreat on NeuroIS : Since 2009


Collaborative research projects

2012-2015 « Mobile Usage, its Antecedents

and Consequences: A Multi-Method

Research Program », Subvention de

développement de partenariat,

Chercheurs : S. Senécal, H. Barki, A.-F.

Cameron, J. Deschênes, P.-M. Léger, A.

Ortiz-de-Guinea, S. Tams, R.Titah, R. Riedl

2012-2015 « Consumers’ Online Cognitive

Scripts: Activation and Formation »,

Subvention du savoir,

Chercheurs : S. Senécal, M. Fredette, P.-M.

Léger, R. Riedl.

2016-2018 « Cognitive load and website

customization », Subvention du savoir,

Chercheurs : S. Senécal, M. Fredette, P.-M.

Léger, R. Riedl.

©Copyright Riedl & Léger 2016

2016 : New book by Riedl and Léger at Springer