Non-invasive brain stimulation in information systems research: A proof-of-concept study.

Abstract

One of the founding experiments in the field of Neuro-Information-Systems (NeuroIS), which aims at exploring the neural correlates of the technology acceptance model, suggests that perceived ease of use (PEoU) is associated with activity in the dorsolateral prefrontal cortex (DLPFC) while perceived usefulness is associated with activity in the insula, caudate nucleus and anterior cingulate cortex. To further assess the link between DLPFC and PEoU, transcranial direct current stimulation (tDCS) was applied over bilateral DLPFC (F3 and F4) immediately before an online shopping task. Forty-two participants were divided in three stimulation groups: left anodal/right cathodal, left cathodal/right anodal and sham. No change in PEoU was observed post stimulation but participants in the left anodal/right cathodal stimulation group took longer to make a purchase compared to sham stimulation and had different visual fixation patterns over the buy buttons. This is, to our knowledge, the first use of non-invasive brain stimulation in the field of NeuroIS. Although the involvement of DLPFC in PEoU could not be confirmed, the present study suggests that non-invasive brain stimulation may be a useful research tool in NeuroIS.