Nowoczesne metody neuroobrazowania we współczesnej neuroekonomii i neurozarządzaniu
Anna Rutkowska
Wydział Nauk Ekonomicznych, Uniwersytet Warmińsko-Mazurski w Olsztyniehttps://orcid.org/0000-0003-1174-7743
Abstrakt
Współczesne realia społeczno-gospodarcze implikują interdyscyplinarne podejście badawcze do psychologiczno-ekonomicznych uwarunkowań zjawisk i zachowań podmiotów rynkowych. Coraz większą rolę w identyfikacji mózgowych korelatów procesów decyzyjnych na gruncie naukowym i biznesowym odgrywa neuronauka. Celem artykułu jest przedstawienie nowoczesnych metod neuroobrazowania stosowanych najczęściej na gruncie ekonomii i zarządzania, a także określenie ich użyteczności w aspekcie poznawczym i aplikacyjnym. Artykuł ma charakter teoretycznych rozważań i stanowi tło teoretyczne do przeprowadzenia własnych badań empirycznych. Mając na uwadze konieczność interdyscyplinarnego podejścia do badania zachowań konsumenckich, dokonano przeglądu wybranej literatury przedmiotu z zakresu neuroekonomii i neurozarządzania. Syntetycznie scharakteryzowano istotę neuroobrazowania, przedstawiono wybrane wyniki badań, a także możliwość wykorzystania metody funkcjonalnego rezonansu magnetycznego (fMRI) i elektroencefalografii (EEG) w obszarze neurofinansów, neuromarketingu i neurozarządzania.
Badania literaturowe służyły podkreśleniu rosnącej roli holistycznego podejścia badawczego do analizy konsumenta oraz ukazaniu przydatności metody fMRI i EEG na gruncie badań ekonomicznych. Praktycznym aspektem wykorzystania metody fMRI i EEG w sferze biznesowej jest możliwość optymalnego dostosowania oferty produktowo-usługowej do potrzeb i preferencji konsumentów. Pomimo wielu zalet neuroobrazowania, należałoby jednak zwrócić większą uwagę na kwestie etyczne prowadzonych badań i komercyjnego wykorzystania wyników badań.
Słowa kluczowe:
neuroekonomia, neurozarządzanie, neuromarketing, funkcjonalny rezonans magnetyczny (fMRI), elektroencefalografia (EEG)Bibliografia
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Wydział Nauk Ekonomicznych, Uniwersytet Warmińsko-Mazurski w Olsztynie
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