The integration of neuroscientific methods in Information Systems (IS) research to better understand how the brain interacts with IS-relevant context has gained in importance. Many papers that highlight the potential of neuroIS and that discuss methodological issues associated with using functional brain imaging already exist. However, neuroIS researchers have to keep in mind that the emergence of complex mental processes such as trust in IS contexts is based on activity in a network of brain regions rather than on activity in one area alone. Accordingly, we introduce psycho-physiological interaction (PPI) analysis, a technique that one can use to analyze fMRI data. Specifically, we review how one can conduct PPI analysis, provide a concrete research example, and show how this analysis can inform IS trust research. Thus, we introduce neuroIS researchers working in the domain of functional brain imaging to advanced fMRI analyses methods and show, based on the example of trust, how these methods can enhance our understanding of the nature of IS constructs.
Hubert, M., Linzmajer, M., Riedl, R., Hubert, M., Kenning, P., & Weber, B. (2017). Using Psycho-physiological Interaction Analysis with fMRI Data in IS Research: A Guideline. Communications of the Association for Information Systems, 40, pp-pp. https://doi.org/10.17705/1CAIS.04009