On the Use of Neurophysiological Tools in IS Research : Developing a Research Agenda for NeuroIS

This article aims to discuss the use of common neurophysiological tools, such as psychophysiological tools (e.g., EKG, eye tracking) and neuroimaging tools (e.g., fMRI, EEG) in Information Systems (IS) research. There is much interest in the social sciences in capturing objective data directly from the human body, and this interest has also been gaining momentum in IS research (termed NeuroIS). This article first introduces several commonly-used neurophysiological tools, and it then discusses several application areas and research questions where IS researchers can benefit from neurophysiological data toward developing a research agenda for NeuroIS. The proposed research areas are presented within four fundamental levels of analysis - individuals, groups, organizations, and markets - that are typically used to examine the use of IT. The article concludes with a set of recommendations on how to use neurophysiological tools in IS research along with practical suggestions for establishing NeuroIS as a viable sub-field in the IS literature