Why and how to design complementary NeuroIS and behavioral experiments

Abstract

Neurophysiological methods offer insights into human cognition that cannot be obtained using traditional methods. However, they are often limited by the artificiality of an experimental setting or the intrusiveness of the method. For these reasons, it is often advisable to complement a NeuroIS experiment with a behavioral experiment, either in a laboratory or field setting. The purpose of this paper is to discuss four guidelines for why and how to effectively design complementary behavioral and NeuroIS experiments. These include: (1) extend NeuroIS experiments with behavioral experiments using theory, rather than replicate; (2) select a behavioral study to enhance ecological and external validity; (3) use the results of each methodology to inform the other; and (4) use NeuroIS and behavioral studies in tandem to inform IT artifact design. By applying these points, researchers can more effectively design complementary NeuroIS and behavioral experiments that together provide richer insights into phenomena under study.