Presentation at the residence of the Canadian ambassador in Vienna on June 9th 2016 on the collaboration between HEC Montréal, University of Applied Science Upper Austria and University of Linz.

1. ©Copyright Riedl & Léger 2016
Canadian - Austrian research
collaboration in NeuroIS
PROF DR RENÉ RIEDL
University of Applied Sciences Upper
Austria and University of Linz
PROF DR PIERRE-MAJORIQUE LÉGER,
Co-Director, Tech3Lab
HEC Montréal

2. © Copyright Riedl & Léger 2016
What is NeuroIS ?

3. © Copyright Riedl & Léger 2016
NeuroIS:
The Basic Idea
IT BEHAVIOR
BIOLOGY
▪▪ Body physiology
▪▪ Brain anatomy & functionality
▪▪ Hormones
▪▪ Genes

4. © Copyright Riedl & Léger 2016
Why Neuroscience?
NEW MEASUREMENT TOOLS
“The telescope created astronomy by elevating
the science from pure cosmological speculation.
The microscope made possible similar advances
in biology. The same is true of economics. Its
boundaries have been constantly reshaped by
tools such as mathematical, econometric, and
simulation methods. Likewise, the current surge
of interest in neuroscience by psychologists
emerged largely from new methods, and the
methods may productively blur the boundaries
of economics and psychology.”
Camerer et al. (Journal of Economic Literature, 2005, pp. 11-12)

5. © Copyright Riedl & Léger 2016
Traditional Approach
EXAMPLE: SHOPPING BEHAVIOR
INDEPENDENT VARIABLE DEPENDENT VARIABLE
e.g., perceived
trustworthiness of ebay offer
or
purchase intention

6. © Copyright Riedl & Léger 2016
NeuroIS Approach
EXAMPLE: SHOPPING BEHAVIOR
IT ARTIFACT
(e.g., GUI)
MEDIATOR VARIABLE
IS RELEVANT VARIABLES

7. © Copyright Riedl & Léger 2016
So what is NeuroIS? “NeuroIS is a subfield in the IS literature that
relies on neuroscience and neurophysiological
theories and tools to better understand the
development, use, and impact of information
technologies (IT). NeuroIS seeks to contribute
to (i) the development of new theories that
make possible accurate predictions of IT-related
behaviors, and (ii) the design of IT artifacts
that positively affect economic and non-economic
variables (e.g., productivity, satisfaction,
adoption, well being).”
Riedl et al. (2010, p. 245), Communications of the AIS

8. © Copyright Riedl & Léger 2016
HEC Montréal
Tech3Lab

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Largest NeuroIS lab
in the world

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Funding agencies supporting
HEC Montréal Tech3Lab

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© copyright Léger et Sénécal 2015
HEC Montréal Tech3Lab:
7 experimental rooms

12. © Copyright Riedl & Léger 2016
© copyright Léger et Sénécal 2015
HEC Montréal Tech3Lab:
Broad range of tools for
NeuroIS research

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HEC Montréal Tech3Lab:
Research in collaboration
with industry

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HEC Montréal Tech3Lab:
Ecologically valid research
environment

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Unique visualization technology developed in Canada at HEC
Eye fixations Triangulation and machine learning Visualization of emotion and/or
cognitive states at fixation
Georges, V., Courtemanche, F., Senecal, S., Baccino, T., Fredette, M., & Leger, P. M. (2016, May). UX Heatmaps: Mapping User Experience on Visual
Interfaces. In Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems (pp. 4850-4860). ACM.

16. © Copyright Riedl & Léger 2016
Scientific collabora-
tion between
Austria and Canada

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Gmunden Retreat
on NeuroIS :
Since 2009

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Collaborative research projects
2012-2015 « Mobile Usage, its Antecedents
and Consequences: A Multi-Method
Research Program », Subvention de
développement de partenariat,
Chercheurs : S. Senécal, H. Barki, A.-F.
Cameron, J. Deschênes, P.-M. Léger, A.
Ortiz-de-Guinea, S. Tams, R.Titah, R. Riedl
2012-2015 « Consumers’ Online Cognitive
Scripts: Activation and Formation »,
Subvention du savoir,
Chercheurs : S. Senécal, M. Fredette, P.-M.
Léger, R. Riedl.
2016-2018 « Cognitive load and website
customization », Subvention du savoir,
Chercheurs : S. Senécal, M. Fredette, P.-M.
Léger, R. Riedl.

19. ©Copyright Riedl & Léger 2016
2016 : New book by
Riedl and Léger at
Springer