Cognitive and Neuroscience Research in IS
Permanent URI for this collectionhttps://hdl.handle.net/10125/107420
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Item type: Item , Neuromarketing Techniques to Enhance Consumer Preference Prediction(2024-01-03) Eisenberg, David; Pias, Tanmoy Sarkar; Fresneda, Jorge; Fjermestad, JerryThis study evaluates the time-tested method of consumer self-reported measures against advanced neuromarketing algorithms to evaluate experience products. To do so, the authors utilize data from the public DEAP database, which contains both self-reports and EEG measurements of the same subjects. With self-reported measures of valence, arousal, and dominance, the authors then evaluate consumer liking, comparing effectiveness of three different methods: (1) the FFT-analysis of EEG, to (2) self-reported ratings, and (3) a combined method of EEG analysis with self-reported ratings. Results suggest that neuromarketing methods when combined with self-reported measures, will substantially increase accuracy, precision, recall, and F1 scores. Moreover, with the exception of utilizing self-reported valence, dominance and arousal combined, the FFT-analysis of EEG was a more powerful predictor of liking than self-reported measurements. Implications for digital marketing, management and business ethics are discussed.Item type: Item , Is this nuclear material secure? Examining trust in voice user interfaces for international nuclear safeguards seal examination(2024-01-03) Divis, Kristin; Coram, Jamie; Howell, Breannan; Gastelum, ZoeVoice user interfaces (VUIs) as decision aids are becoming increasingly popular in both everyday interactions (e.g., mobile assistants on personal phones) and high-risk, high-consequence security settings such as international nuclear safeguards. It is important that users have appropriately calibrated trust in these VUIs. Here, we bridge the domains of international nuclear safeguards, trust in technology, and VUI guidelines by examining human performance and trust in a VUI digital assistant for a safeguards seal examination task. This study serves as the foundation for future work investigating the impact of factors such as explainability, provenance, confidence, and granularity information on user trust in VUIs. This research will help establish best practice guidelines for VUIs within the context of international nuclear safeguards, which may also be applied to other national security VUI applications.Item type: Item , Introduction to the Minitrack on Cognitive and Neuroscience Research in IS(2024-01-03) Shen, Jia; Fjermestad, Jerry; Suchow, Jordan