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Using Neuroscience theories and tools to inform information system research

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Guest speaker at Price College of Business at Oklahoma University.

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Using Neuroscience theories and tools to inform information system research

  1. 1. PIERRE-MAJORIQUE LÉGER, Ph.D. Co-director, Tech3Lab Department of Information Technologies, HEC Montréal November 2015 Using neuroscience theories & tools to inform system research
  2. 2. © Copyright Tech3Lab 2015 Prof. Pierre-Majorique Léger, Ph.D. Full Professor Director ERPsim Lab Co-director Tech3Lab pml@hec.ca Grad studies Post-Doctorate Labs Visiting Professor Lab Serious games to learn enterprise systems and business analytics https://www.researchgate.net/profile/Pierre-Majorique_Leger
  3. 3. EASE OF USE? © Copyright Tech3Lab 2015© Copyright Tech3Lab 2015
  4. 4. EASE OF USE?
  5. 5. EASE OF USE?
  6. 6. EASE OF USE?
  7. 7. © Copyright Tech3Lab 2015 UXManaging Business User Experience Business intelligence Marketing and electronic commerce Information technologies Innovation 2013
  8. 8. Management comittee SYLVAIN SÉNÉCAL, Ph.D. Co-director Full Professor FRANÇOIS COURTEMANCHE, Ph.D. Research professional MARC FREDETTE, Ph.D. Researcher Associate Professor PIERRE-MAJORIQUE LÉGER, Ph.D. Co-director Full Professorn ELISE LABONTÉ-LEMOYNE, Ph.D. Post-Doctoral researcher
  9. 9. © Copyright Tech3Lab 2015 Financing Agencies
  10. 10. © Copyright Tech3Lab 2015 Tech3Lab 2015 : The most important UX Lab in North America
  11. 11. © Copyright Tech3Lab 2015 SECTION 1 Emotion and Attention in HCI SECTION 2 Mobility and tactile interfaces in HCI SECTION 3 Learning and adaption in HCI
  12. 12. SECTION 1 Emotion and Attention in HCI
  13. 13. © Copyright Tech3Lab 2015 What is eye-tracking?
  14. 14. © Copyright Tech3Lab 2015 Tobii EyeTracker X60 © Copyright Tech3Lab 2015
  15. 15. © Copyright Tech3Lab 2015 Tobii EyeTracker X60 © Copyright Tech3Lab 2015
  16. 16. © Copyright Tech3Lab 2015 Source: http://eyetracking.me/?page_id=9 What is Eye Tracking
  17. 17. © Copyright Tech3Lab 2015 Processing order: Gaze path
  18. 18. © Copyright Tech3Lab 2015 Visual attention: Heatmap
  19. 19. © Copyright Tech3Lab 2015 !! ! Figure 1. Illustration of pupillary responses in cognitive task execution, (A) Mental multiplication task and pupil size change, (B) Difficulty effect on pupil dilation evoked by mental multi- plication of two numbers displayed together for eight seconds (adopted from Klingner's Dissertation (Figure 5.5) [1]). (B) (A) Source: Hossein & Yeasin, 2014
  20. 20. © Copyright Tech3Lab 2015
  21. 21. © Copyright Tech3Lab 2015 Emotional attention: Heatmap technology developed at Tech3Lab Courtemanche, F., et al., Method and Product for Visualizing the Emotions of a User, in Provisional patent application 2015. p. p. 14.
  22. 22. SECTION 2 Mobility and tactile interfaces in HCI
  23. 23. The effect of touching on advertising effectiveness • Need for touch +• Tact ile device = • Up to 2X more chances to recognize brands Senecal, S., Leger, P. M., Fredette, M., Courtemanche, F., Cameron, A. F., Mirhoseini, S., & Riedl, R. (2013). Touch Screen as Input Device: Does it Influence Memory Retrieval?.
  24. 24. The touch effect virtually touching the product has significant effect on brand and product recognition
  25. 25. The impact of treadmill desk on cognition Seated condition Walking condition Treamill habituation Reading task while walking Reading task while seated Adjustment of equipment 5 min. 40 min. 10 min. 10 min. 10 min. EEG Recall task Post- experimental survey ▪▪ Proportion of EEG frequency band power for electrodes with significant differences between groups Labonté-LeMoyne, É., Santhanam, R., Léger, P. M., Courtemanche, F., Fredette, M., & Sénécal, S. (2015). The delayed effect of treadmill desk usage on recall and attention. Computers in Human Behavior, 46, 1-5.
  26. 26. Avec la permission de ICI Radio-Canada Texting while walking: An Expensive Switch Cost Courtemanche, F., Léger, P.-M., Cameron, A.-F., Faubert, J., Labonté-LeMoyne, É., Sénécal, S., Fredette, M. et Bellavance, F. (2014). «Texting While Walking: Measuring the Impact on Pedestrian Visual Attention», Gmunden Retreat on NeuroIS 2014, Gmunden, Autriche, 5-7
  27. 27. SECTION 3 Learning & adaption in HCI
  28. 28. Measuring brain activity
  29. 29. © Copyright Tech3Lab 2015 1011
  30. 30. © Copyright Tech3Lab 2015
  31. 31. © Copyright Tech3Lab 2015
  32. 32. © Copyright Tech3Lab 2015 ÜííéWLLìéäç~ÇKïáâáãÉÇá~KçêÖLïáâáéÉÇá~LÉåLÉLÉQLqÉíêáë|alp|NV=ÜííéWLLìéäç~ÇKïáâáãÉÇá~KçêÖLïáâáéÉÇá~LÉåLÉLÉQLqÉíêáë|alp|NVUSKéåÖ= USKéåÖ
  33. 33. © Copyright Tech3Lab 2015 Learning in the brain Source: Hill and Schneider, 2006
  34. 34. Controlled processing Automatic processing Learning in the brain Source: Hill and Schneider, 2006 Rapid acquisition Easy alteration of memory Slow and high effort Deteriorates under stress Slow acquisition Difficult to alter Fast and low effort Robust under stress Reduction of control network activation which scaffold learning
  35. 35. http://upload.wikimedia.org/wikipedia/en/e/e4/Tetris_DOS_19 http://upload.wikimedia.org/wikipedia/en/e/e4/Tetris_DOS_1986.png 86.png Source: Haier, 1992 Amateur Expert
  36. 36. ALPHA relaxed/reflecting alert/working drowsy/ideating sleep/dreaming deep dreamless BETA THETA DELTA
  37. 37. © Copyright Tech3Lab 2015 Astronaut/aquanaut Nicole P. Stott and Ross Hein, a professional aquanaut from the University of North Carolina at Wilmington (UNCW), assist University of Cincinnati physician Tim Broderick apply a net with electrodes for an electroencephalogram (EEG) study
  38. 38. © Copyright Tech3Lab 2015 ALPHA relaxed/reflecting alert/working drowsy/ideating sleep/dreaming deep dreamless BETA THETA DELTA Pope, Alan T., Edward H. Bogart, and Debbie S. Bartolome. “Biocybernetic system evaluates indices of operator engagement in automated task.” Biological psychology 40.1 (1995): 187-195.
  39. 39. © Copyright Tech3Lab 2015 ERPsim on SAP HANA Now available on SAP HANA Automated administrative tasks Simulated market Simulated passing of time Business analytics Business decisions Virtual System ParticipantsERP System 1 1 2 2 3
  40. 40. FLOW = Difficult y and Compet ency + Psychophysiological stat e of t he learner Predicting the flow state 16% 18% © Copyright Tech3Lab 2015 Léger, Pierre-Majorique, et al. “Neurophysiological correlates of cognitive absorption in an enactive training context.” Computers in Human Behavior 34 (2014): 273-283.
  41. 41. © Copyright Tech3Lab 2015 Attentional heatmap in during software interaction
  42. 42. © Copyright Tech3Lab 2015 Mobile Eye-tracking Assessing attention and behaviour in software and mechanical development
  43. 43. © Copyright Tech3Lab 2015 Understanding problem solving Assessing selective attention in a multiplan environment
  44. 44. © Copyright Tech3Lab 2015 Monitoring learner’s engagement in real-time
  45. 45. © Copyright Tech3Lab 2015 Hypothèse Générer des émotions compatibles avec l’engagement dès la prise en main du jeu Mesures Activité électrodermale, mouvement oculaire et rythme cardiaque L’effet des types de tutoriel de jeu sur l’intention d’utilisation d’applications mobiles Chercheur : Pierre-Majorique Léger, Ph.D. (HEC Montréal) Partenaire industriel : Hibernum Créations inc Financement : CRSNG EGP 484281 – 15 Carte de chaleur oculométrique Parcours oculaire
  46. 46. © Copyright Tech3Lab 2015 Effet de la réduction de l’émotion négative liée au design sur l’efficacité des applica- tions éducatives et de formation Chercheur : Pierre-Majorique Léger, Ph.D. (HEC Montréal) Partenaire industriel : HMH Tribal Nova Financement : CRSNG EGP 485446 - 15 Carte de chaleur oculométrique Parcours oculaire Hypothèse Maintenir l’apprenant dans un état compatible avec la volonté de persévérer Mesures Mesure de la charge mentale avec le diamètre de la pupille et l’analyse automatique des émotions faciales
  47. 47. Flow of player (A) = Difficult y + Compet ency + Player (A) + Player (B) Predicting flow in multiplayer context 66% Bastarache, Léger, Courtemanche, Sénécal and Fredette (2015) Measuring Flow Using Psychophysiological Data in a Multiplayer Gaming Context, Information Systems and Neuroscience, Lecture Notes in Information Systems and Organisation.
  48. 48. Conclusion
  49. 49. © Copyright Tech3Lab 2015 Upcoming book at Springer: R. Riedl, P.-M. Léger Fundamentals of NeuroIS Information Systems and the Brain Series: Studies in Neuroscience, Psychology and Behavioral Economics ▪▪ Provides the fundamentals of NeuroIS ▪▪ Guides the reader to theories and tools which are relevant for this field ▪▪ Contains tutorial-like illustrations which enhance understanding ▪▪ Written by experts in the field
  50. 50. © Copyright Tech3Lab 2015 SECTION 1 Emotion and Attention in HCI SECTION 2 Mobility and tactile interfaces in HCI SECTION 3 Learning and adaption in HCI
  51. 51. Thank you!

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