A Decade of NeuroIS Research

Risk, Trust, and Emotion in Online Pharmacy Medication Purchases: Multimethod Approach Incorporating Customer Self-Reports, Facial Expressions, and Neural Activation

BACKGROUND

Online pharmacies are used less than other e-commerce sites in Germany. Shopping behavior does not correspond to consumption behavior, as online purchases are predominantly made for over-the-counter (OTC) medications.

OBJECTIVE

The objective of this study was to understand the purchasing experiences of online pharmacy customers in terms of critical factors for online pharmacy adoption.

METHODS

This study examined the perceived risk, perceived trust, and emotions related to purchasing medications online and, consequently, the purchase intention toward online pharmacies. In a within-subjects design (N=37 participants), 2 German online pharmacies with different perceptions of risk and trust were investigated for their main business, namely OTC and prescription drugs. The results of a preliminary study led to 1 online pharmacy with high and 1 with significantly low self-reported risk by the prestudy sample. Emotions were measured with a multimethod approach during and after the purchase situation as follows: (1) neural evaluation processes using functional near-infrared spectroscopy, (2) the automated direct motor response during the use of the online pharmacy via facial expression analysis (FaceReader), and (3) subjective evaluations through self-reports. Following the shopping experiences at both pharmacies for both product types, risk, trust, and purchase intention toward the pharmacies were assessed using self-assessments.

RESULTS

The 2 online pharmacies were rated differently in terms of risk, trust, emotions, and purchase intention. The high-risk pharmacy was also perceived as having lower trust and vice versa. Significantly stronger negative emotional expressions on customers' faces and different neural activations in the ventromedial prefrontal cortex and dorsomedial prefrontal cortex were measured when purchasing prescription drugs from the high-risk pharmacy than from the low-risk pharmacy, combined with OTC medications. In line with this, customers' self-ratings indicated higher negative emotions for the high-risk pharmacy and lower negative emotions for the low-risk pharmacy. Moreover, the ratings showed lower purchase intention for the high-risk pharmacy.

CONCLUSIONS

Using multimethod measurements, we showed that the preceding neural activation and subsequent verbal evaluation of online pharmacies are reflected in the customers' immediate emotional facial expressions. High-risk online pharmacies and prescription drugs lead to stronger negative emotional facial expressions and trigger neural evaluation processes that imply perceived loss. Low-risk online pharmacies and OTC medications lead to weaker negative emotional facial expressions and trigger neural evaluation processes that signify certainty and perceived reward. The results may provide an explanation for why OTC medications are purchased online more frequently than prescription medications.

Videoconference fatigue from a neurophysiological perspective: experimental evidence based on electroencephalography (EEG) and electrocardiography (ECG)

In the recent past, many organizations and people have substituted face-to-face meetings with videoconferences. Among others, tools like Zoom, Teams, and Webex have become the "new normal" of human social interaction in many domains (e.g., business, education). However, this radical adoption and extensive use of videoconferencing tools also has a dark side, referred to as videoconference fatigue (VCF). To date only self-report evidence has shown that VCF is a serious issue. However, based on self-reports alone it is hardly possible to provide a comprehensive understanding of a cognitive phenomenon like VCF. Against this background, we examined VCF also from a neurophysiological perspective. Specifically, we collected and analyzed electroencephalography (continuous and event-related) and electrocardiography (heart rate and heart rate variability) data to investigate whether VCF can also be proven on a neurophysiological level. We conducted a laboratory experiment based on a within-subjects design (N = 35). The study context was a university lecture, which was given in a face-to-face and videoconferencing format. In essence, the neurophysiological data-together with questionnaire data that we also collected-show that 50 min videoconferencing, if compared to a face-to-face condition, results in changes in the human nervous system which, based on existing literature, can undoubtedly be interpreted as fatigue. Thus, individuals and organizations must not ignore the fatigue potential of videoconferencing. A major implication of our study is that videoconferencing should be considered as a possible complement to face-to-face interaction, but not as a substitute.

Negative psychological and physiological effects of social networking site use: The example of Facebook

Social networking sites (SNS), with Facebook as a prominent example, have become an integral part of our daily lives and more than four billion people worldwide use SNS. However, the (over-)use of SNS also poses both psychological and physiological risks. In the present article, we review the scientific literature on the risk of Facebook (over-)use. Addressing this topic is critical because evidence indicates the development of problematic Facebook use ("Facebook addiction") due to excessive and uncontrolled use behavior with various psychological and physiological effects. We conducted a review to examine the scope, range, and nature of prior empirical research on the negative psychological and physiological effects of Facebook use. Our literature search process revealed a total of 232 papers showing that Facebook use is associated with eight major psychological effects (perceived anxiety, perceived depression, perceived loneliness, perceived eating disorders, perceived self-esteem, perceived life satisfaction, perceived insomnia, and perceived stress) and three physiological effects (physiological stress, human brain alteration, and affective experience state). The review also describes how Facebook use is associated with these effects and provides additional details on the reviewed literature, including research design, sample, age, and measures. Please note that the term "Facebook use" represents an umbrella term in the present work, and in the respective sections it will be made clear what kind of Facebook use is associated with a myriad of investigated psychological variables. Overall, findings indicate that certain kinds of Facebook use may come along with significant risks, both psychologically and physiologically. Based on our review, we also identify potential avenues for future research.

Visual Attention to Novel Products - Cross-Cultural Insights From Physiological Data

The study aims to investigate visual attention and perceived attractiveness to known versus unknown (novel) products above and beyond self-report applying physiological methods. A cross-cultural exploratory approach allows for comparing results gathered in the United States and China. We collected field data on physiological parameters accompanied by behavioral data. Mobile eye-tracking was employed to capture attention by measuring gaze parameters and electrodermal activity serves as indicator for arousal at an unconscious level. A traditional scale approach measuring perceived attractiveness of known versus novel products provide insights at a conscious level. US-American and Chinese consumers in our sample indeed process novel products differently. This can be observed at an unconscious and conscious level. Different gaze movements and arousal levels are observed at an unconscious level. Regarding behavioral data, the level of vertical orientation shapes the perceived attractiveness of novel products at a conscious level. The study showcases how physiological methods complement behavioral ones when investigating visual attention to products. It underlines varying conscious as well as unconscious visual attention and attractiveness ratings comparing known versus novel products, driven by cultural differences. Data from a field setting further enrich the implications derived for new product development and applied marketing.

Future of industry 5.0 in society: human-centric solutions, challenges and prospective research areas

Industry 4.0 has been provided for the last 10 years to benefit the industry and the shortcomings; finally, the time for industry 5.0 has arrived. Smart factories are increasing the business productivity; therefore, industry 4.0 has limitations. In this paper, there is a discussion of the industry 5.0 opportunities as well as limitations and the future research prospects. Industry 5.0 is changing paradigm and brings the resolution since it will decrease emphasis on the technology and assume that the potential for progress is based on collaboration among the humans and machines. The industrial revolution is improving customer satisfaction by utilizing personalized products. In modern business with the paid technological developments, industry 5.0 is required for gaining competitive advantages as well as economic growth for the factory. The paper is aimed to analyze the potential applications of industry 5.0. At first, there is a discussion of the definitions of industry 5.0 and advanced technologies required in this industry revolution. There is also discussion of the applications enabled in industry 5.0 like healthcare, supply chain, production in manufacturing, cloud manufacturing, etc. The technologies discussed in this paper are big data analytics, Internet of Things, collaborative robots, Blockchain, digital twins and future 6G systems. The study also included difficulties and issues examined in this paper head to comprehend the issues caused by organizations among the robots and people in the assembly line.

The infamous “Like” feature - A neuro perspective

With the recent rise of excessive use of social media and its damaging effects, there is an urgent need to systematically recognize how users behave towards the “Like” button, which has been considered the most toxic feature on social media. To date, scholars know little about the neurophysiological responses of users towards the ‘Like’ feature despite its pervasiveness. Thus, through the lens of cybernetic theory, this research measured user behavior towards the “Like” feature by experimenting with two neuro tools (i.e., electrocardiogram (EKG/ECG) and electroencephalography (EEG)). Sixteen participants, allocated within three separate groups, completed a simple experimental task of ‘’liking’’ content. Unexpectedly, the findings revealed that participants who frequently and infrequently received “Likes” shared similar biometrics (i.e., high neurophysiological activities). Furthermore, this research raised concerns over the underlying AI algorithms related to recommendation engines/systems.

The psychobiological links between chronic stress-related diseases, periodontal/peri-implant diseases, and wound healing

Chronic stress is a relevant disease to periodontal practice, encompassing 25%-28% of the US population (American Psychological Association 2015). While it is well established that chronic psychologic stress can have significant deleterious systemic effects, only in recent decades have we begun to explore the biochemical, microbial, and physiologic impacts of chronic stress diseases on oral tissues. Currently, chronic stress is classified as a "risk indicator" for periodontal disease. However, as the evidence in this field matures with additional clinically controlled trials, more homogeneous data collection methods, and a better grasp of the biologic underpinnings of stress-mediated dysbiosis, emerging evidence suggests that chronic stress and related diseases (depression, anxiety) may be significant contributing factors in periodontal/peri-implant disease progression and inconsistent wound healing following periodontal-related therapeutics. Ideal solutions for these patients include classification of the disease process and de-escalation of chronic stress conditions through coping strategies. This paper also summarizes periodontal/implant-related therapeutic approaches to ensure predictable results for this specific patient subpopulation.