Neural Correlates of Technological Ambivalence: A Research Proposal
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Transcript of Neural Correlates of Technological Ambivalence: A Research Proposal
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Neural Correlates of Technological Ambivalence:
A Research Proposal Hillol Bala1, Elise Labonte-LeMoyne2, and Pierre-Majorique Léger2
1 Indiana University 2 Tech3Lab, HEC Montreal
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Emotions in IS research
Positive:
opportunity, acceptance,
perceived usefulness,
perceived enjoyment
Treated as a binary variable
Negative:threat, resistance, perceived anxiety, technostress
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Ambivalence
“The experience of simultaneously positive and negative orientations toward a person, goal, task, idea, and such appears to be quite common…but it is poorly understood” (Ashforth et al., 2014)
Prior IS studies have investigated coping or adaptation behavior
Stein et al. MISQ (2015)
Pinsonneault, A., Beaudry, A. MISQ (2005)
Beaudry, A. MISQ (2010)
Bala, H., Venkatesh, V. Management Science (2015)
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Research question
1) What are the neural correlates of ambivalence?
2) How is ambivalence towards technology neurophysiologically
different from only a positive or negative state?
3) Can we tease apart the sequence in which the positive and
negative states occur when ambivalence is present?
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Increased activation in the anterior cingulate cortex (ACC)ACC: activated during tasks requiring cognitive controlAmbivalence: state of conflict requiring additional processing and control
(Cunningham et al., 2004)
Increased activation in the prefrontal cortex (PFC)PFC: complex cognitive behavior and decision makingAmbivalence: more effortful information processing
(Cunningham et al., 2003; Nohlen et al., 2014)
Negative correlation between ambivalence and activation in the posterior cingulate cortex (PCC) and the temporo-parietal junction (TPJ)
PCC and TPJ: Social brain networkAmbivalence: Reflecting on one’s own attitude in relation to different situations and opinions of relevant others may help individuals to construct a less conflicted attitude
(Nohlen et al., 2014)
Prior ambivalence research in neuroscience
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Proposed study design
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Task design
• Objective : 45 participants
• EEG
• 150 trials• 50 positive
• 50 negative
• 50 incongruent (to induce ambivalence)
Context/Technology
Question:Do you intend to
use?
+
Feature 1And
Feature 2
Yes No
1000 ms
5 contexts for pretests
Unlimited
30 trials / context
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Two features of the email system will be presented.
Your company is planning to replace the currentemail system and install a different email system.
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To answer yes, press the green button.
To answer no, press the red button.
According to these features
Do you intend to use this system if it was indeedimplemented in your company?
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Will improve your performance
Will be useful to you
and
Green : yes Red : no
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Will degrade your effectiveness
Will be hard to learn
and
Green : yes Red : no
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Will be complex to use
Will improve your performance
and
Green : yes Red : no
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Contexts
Non-work related system/technology
1. You just tried the new version of the operating system (OS) of your smartphone on your friend’s phone (she has the exact same phone).Your company is planning to install a new version of the current operating system in all the office computers including yours.• Do you intend to install this OS on your smartphone? Yes / No
2. You just tried a new smartphone in a showroom.• Do you intend to buy this new smartphone? Yes / No
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Contexts
Work-related system/technology
1. Your company is planning to implement a new ERP system that you are expected to use on a daily basis to perform your tasks.
2. Your company is planning to install a new version of the current operating system in all the office computers including yours. The new operating system.
3. Your company is planning to replace the current email system and install a different email system.• Do you intend to use this system if it was indeed implemented in your
company?
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EEG setup
64 preamplifiedelectrodes
Acticap by
Brain Vision
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Results from pretests3 subjects
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EEG Analysis
Traditional ERP
Independent component analysis (ICA)
Dipole fitting
Cluster Analysis of dipoles
Plotting of event-related spectral perturbations
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Evoked potential
Positive
Negative
Ambivalence
600-800 ms
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Cluster 3
Prefrontalcortex
Components
Average location of components
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Ambivalence Negative Positive
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Cluster 7
Posteriorcingulate cortex
Components
Average location of components
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Ambivalence Negative Positive
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Next step45 participants
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To be determined
Which context/features are the most interesting?
fNIRS prefrontal cortex?
What is the relationship with the choice?
Can we predict it?
Where should we publish?