Cognitive Neuroscience in Information Systems Research

Ting-Peng Liang


Behavior research is a major stream in information systems (IS) research. Traditionally,researchers follow theories and paradigms developed in psychology, sociology, and verify theirapplicability in information technology adoption and related issues. Questionnaire is the majorinstrument for investigation. This, however, has a limitation in that it is hard to verify whether thereported data truly reflect the actual mental situation of the subject. It is well-known that humansubjects have cognitive restrictions in reporting their implicit attitudes. Therefore, a fewtechniques have been developed to improve data quality and to avoid problems such ascommon method biases, unreliable or invalid data.

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