Indian Institute of Management Ranchi and Central Institute of Psychiatry at Ranchi are pleased to announce the call for research papers and contributions for the First International Conference on Neuromanagement during December 9 – 11, 2013.
Human behavior has been studied by philosophers, theologists, psychologists, historians and management experts. There is no dearth of theories on human motives, attitudes and behavior. Despite all the models and methods, no one has been successful in predicting human behavior even with a reasonable degree of accuracy. Marketers are at a loss to understand why people buy or not buy certain brands even with help of extremely sophisticated research tools. It has not been possible to predict what makes a leader tick or what makes a person successful. Several concepts like fame, beauty, and trust are difficult to explain using traditional theories.
However the new developments in the field of neurosciences have given us an opportunity to peep in to the black-box called brain. Fundamentally neuroscience is concerned with the scientific study of nervous systems; a branch of biology. Over a period of time, the discipline has become a highly interdisciplinary science that collaborates with chemistry, computer science, engineering, linguistics, mathematics, medicine and allied disciplines, philosophy, physics, management and psychology.
Neuromarketing is a new field of marketing which uses neuroscience and medical technologies such as Event-related Potential/Electroencephalography (ERP/EEG), functional Magnetic Resonance Imaging (fMRI) and other physiological measurement, for example, eye movement, to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one’s physiological state (heart rate, respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it. It can help us study the consumers’ sensor-motor, cognitive, and affective response to marketing stimuli. Researchers use the brain scan technologies to measure changes in activity in parts of the brain and to learn why consumers make the decisions they do, and what part of the brain is telling them to do it (http://www.cma.zju.edu.cn/neuro/Neuromarketing.asp).
Neuro finance is helping behavioral finance people sharpen their theories on financial decision making by giving based on how the brain reacts when one is faced with decision choices. The same applies to neuroleadership too where leadership traits such as creativity, stress management, decision making are studied using genetics and neurosciences and can be used to identify leadership potential in individuals. Several subjective concepts, such as aesthetics, beauty, credibility, risk, trust etc. are also studies using neuro sciences.
This conference is organized to bring together the scholars working in the inter disciplinary areas of biological sciences like neuroscience and genetics and social science like business, economics and decision-making and discuss the hot topics such as neuromarketing, neuroeconomics, neuroleadership, neurofinance, consumer neuroscience and so on. Papers are invited for the following tracks and related areas.
Track I: Neuromarketing
Neuromarketing is the outcome of integration between the neurosciences and the principles of marketing. Neuromarketing helps us to understand better the cognitive, affective and behavioral outcomes of a consumer. Papers in this track should highlight on such areas where brain science and marketing meet. Focus could be on increasing sales, product design, branding, buying behavior, marketing strategies, advertising or on the BUY BUTTON itself.
Track II: Neurofinance
Neurofinance focuses on identifying cognitive processes that facilitate individuals to a take an optimal decision. It also helps us to develop a understanding of behavioral economics. It is a cross disciplinary field integrating neuroscience to that of finance. Papers in this track would include decision making, information processing, investment behavior, risk taking and the like.
Track III: Neuroleadership
It is primarily the synchronization of neurosciences and leadership behavior. It helps in the better understanding of leadership behavior, management training, developing leaders and the list is exhaustive. Papers are invited in this track which have a focus on developing leadership skills, personal effectiveness,
Track IV: Cognitive neuroscience and Organizational Behaviour
“Cognitive Neuroscience—with its concern about perception, action, memory, language and selective attention—will increasingly come to represent the central focus of all Neurosciences in the 21st century”- Eric R. Kandel, M.D. (Nobel Laureate). Cognitive neuroscience is dedicated to understanding human thought process, the cause that generates behavior. Papers relating to perception, attention, thinking, reasoning and other higher order mental functions as relevant for the study of organizational behavior would be considered in this track. The applications in the areas of creativity & innovation, complex decision making, group behavior etc. would ideally be suited for this track.
Track V: Ethical issues in Neuro research
Many advocate that marketing is manipulation. But how far that is ethical lies the big question. Both parties are aware of the process and yet the feeling of free will exists. Neuromanagement offers a deeper understanding of consumer behavior. But how far that is ethical is the question. Ethical dilemmas threaten the existence of this field. Papers addressing these issues would be a part of this track.
Prof. M J Xavier
Indian Institute of Management
SuchanaBhawan, Audrey House Complex,
Meur’s Road, Ranchi – 834008, Jharkhand, India
Suchana Bhawan, Audrey House Complex,
Meur’s Road, Ranchi – 834008,
Dr. Nishant Goyal
Central Institute of Psychiatry