This tutorial will discuss a set of guidelines for conducting a functional Magnetic Resonance Imaging (fMRI) study in IS research. Given the increased interest in using neuroimaging tools in the IS discipline, this tutorial aims at presenting the key steps needed to conduct an fMRI study. The tutorial will capture the four key steps needed to undertake an fMRI study: (1) formulating the research question, (2) designing the fMRI protocol, (3) analyzing fMRI data, and (4) interpreting fMRI results. These steps will be illustrated with several comparative studies between psychometric self-reported measures of various IS constructs with their corresponding brain activations when subjects responded to the psychometric measures of these constructs while their brain activity was captured in an fMRI scanner. This tutorial will also discuss the extent and meaning of the correlations between the psychometric measures and the corresponding brain activations, drawing comparisons among these correlations in the more affective versus the more cognitive areas of the brain. The relative predictive power of brain and self-reported data will also be discussed. Finally, detailed guidelines for designing high-quality fMRI studies and for capturing the full descriptive and predictive power of brain data will be derived.
Dimoka, Angelika, "Tutorial on the use of functional Magnetic Resonance Imaging (fMRI) in IS Research" (2010). AMCIS 2010 Proceedings. 196.