Emerging Neurobusiness Applications Using Mobile Neuroimaging

Wednesday, November 3, 2021

4:00 PM-5:30 PM

BIOMED Seminar

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Title:
Emerging Neurobusiness Applications Using Mobile Neuroimaging

Speakers:
Rajneesh Suri, PhD
Vice Dean for Research and Strategic Partnerships
Professor of Marketing
LeBow Center for Neurobusiness Solutions and Behavioral Lab
LeBow College of Business
Drexel University

Hasan Ayaz, PhD
Associate Professor
CONQUER Collaborative
School of Biomedical Engineering, Science and Health Systems
Drexel University

Details:
The application of neuroscience and neuroengineering methodologies to the study of product marketing is a new research area at the intersection of neuromarketing, neuroeconomics, consumer neuroscience and neuroergonomics. This emerging multidisciplinary field aims to better understand consumers and their interaction with products and services beyond the traditional self-report surveys and articulated responses from focus groups. Operators, users and consumers make decisions every day, especially when deciding what system functions to use or products to purchase or consume, yet little is known about how advertising and preparation affects those decisions. Knowing the main factors that influence consumers’ choices provides important information for better understanding factors that affect consumers’ preferences and purchase decisions.

Currently, there is a disparity that current market research is not able to address between consumer attitudes and actual purchasing behavior. Therefore, by better understanding the factors influencing consumer preferences, it could lead to better success of products in the market. With traditional self-reported measures, consumers may not be able to fully articulate their preferences. Therefore, use of objective measures could complement self-reported measures to provide a richer more in-depth analysis of consumer decision making and preferences.

This presentation outlines the interdisciplinary collaboration of Biomedical Engineers and Market researchers, in order to create value for diverse stakeholders. By combining both self-reported, behavioral and neurophysiological measures we were able to comprehensively and objectively evaluate factors that may contribute to user experience. The findings of this research can be used to enhance our understanding of consumer or user interaction, inform design of new tools or services and provide guidance for further research in consumer neuroscience studies.

Biosketches:
Rajneesh Suri, PhD, focuses his research on how consumers form value using price and brand drivers. His work has been cited by national and local media outlets, and he has co- authored a book and published in multiple academic and practitioner business journals. Dr. Suri has been recognized as an outstanding teacher by the Academy of Marketing Science and the Marketing Management Association. He received a PhD in Marketing from the University of Illinois, an MBA from the Indian Institute of Management at Calcutta, and a BE in Mechanical Engineering from the University of Delhi. Previously, Dr. Suri held managerial positions with McKinsey, Unilever, HCL Technologies, and Suzuki Motors.

Hasan Ayaz, PhD, is an Associate Professor in the School of Biomedical Engineering, Science and Health Systems at Drexel University in Philadelphia, PA. Dr. Ayaz is pioneering the field of neuro-ergonomics—the study of the human brain in relation to everyday tasks—with applications ranging from aerospace to healthcare. His research includes neuro-engineering in human-computer interactions, as well as clinical and field applications of optical brain imaging. Dr. Ayaz received a BSc in Electrical and Electronics Engineering from Boğaziçi University, Istanbul Turkey, and an MS and PhD in Biomedical Engineering from Drexel University.