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Author
Rutkowska Anna (University of Warmia and Mazury in Olsztyn)
Title
Modern Neuroimaging Methods in Contemporary Neuroeconomics and Neuromanagement
Nowoczesne metody neuroobrazowania we współczesnej neuroekonomii i neurozarządzaniu
Source
Olsztyn Economic Journal, 2022, nr 17 (2), s. 247-263, bibliogr. s. 260-263
Keyword
Ekonomia, Nauka, Zarządzanie
Economics, Science, Management
Note
JEL Classification: D87, D91, A12, C90, M31
streszcz., summ.
Abstract
Współczesne realia społeczno-gospodarcze implikują interdyscyplinarne podejście badawcze do psychologiczno-ekonomicznych uwarunkowań zjawisk i zachowań podmiotów rynkowych. Coraz większą rolę w identyfikacji mózgowych korelatów procesów decyzyjnych na gruncie naukowym i biznesowym odgrywa neuronauka. Celem artykułu jest przedstawienie nowoczesnych metod neuroobrazowania stosowanych najczęściej na gruncie ekonomii i zarządzania, a także określenie ich użyteczności w aspekcie poznawczym i aplikacyjnym. Artykuł ma charakter teoretycznych rozważań i stanowi tło teoretyczne do przeprowadzenia własnych badań empirycznych. Mając na uwadze konieczność interdyscyplinarnego podejścia do badania zachowań konsumenckich, dokonano przeglądu wybranej literatury przedmiotu z zakresu neuroekonomii i neurozarządzania. Syntetycznie scharakteryzowano istotę neuroobrazowania, przedstawiono wybrane wyniki badań, a także możliwość wykorzystania metody funkcjonalnego rezonansu magnetycznego (fMRI) i elektroencefalografii (EEG) w obszarze neurofinansów, neuromarketingu i neurozarządzania. Badania literaturowe służyły podkreśleniu rosnącej roli holistycznego podejścia badawczego do analizy konsumenta oraz ukazaniu przydatności metody fMRI i EEG na gruncie badań ekonomicznych. Praktycznym aspektem wykorzystania metody fMRI i EEG w sferze biznesowej jest możliwość optymalnego dostosowania oferty produktowo-usługowej do potrzeb i preferencji konsumentów. Pomimo wielu zalet neuroobrazowania, należałoby jednak zwrócić większą uwagę na kwestie etyczne prowadzonych badań i komercyjnego wykorzystania wyników badań. (abstrakt oryginalny)

In the modern world, an interdisciplinary approach is required to study the psychological and economic underpinnings of market phenomena as well as the behaviors and attitudes of market actors. Neuroscience plays an increasingly important role in the identification of brain correlates of decision making processes in research and business. The aim of this study was to present modern neuroimaging methods that are most widely used in economic sciences and management, and to determine their theoretical and practical relevance. The study provides a theoretical background for empirical research that can be conducted independently. Research into consumer behavior should involve an interdisciplinary approach, therefore selected literature on neuroeconomics and neuromarketing was reviewed. The role of neuroimaging was synthetically described, the results of selected research studies were presented, and the implications of functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) for neurofinance, neuromarketing, and neuromanagement were analyzed. The purpose of the literature review was to emphasize the growing significance of a holistic approach to consumer research and to discuss the applicability of fMRI and EEG in economic research. In business, both neuroimaging methods can be applied to optimize products and services to ensure that they meet customer needs and preferences. Neuroimaging techniques have many advantages, but attention should also be paid to ethical considerations in research and commercialization of research results. (original abstract)
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ISSN
1897-2721
Language
eng
URI / DOI
http://dx.doi.org/10.31648/oej.8767
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