Handbook of Research Methodologies and Design in Neuroentrepreneurship
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Handbook of Research Methodologies and Design in Neuroentrepreneurship

Edited by Mellani Day, Mary C. Boardman and Norris F. Krueger

This Handbook provides an overview of neuroscience-driven research methodologies and how those methodologies might be applied to theory-based research in the nascent field of neuroentrepreneurship. It presents the current thinking and examples of pioneering work, serves as a reference for those wishing to incorporate these methods into their own research, and provides several helpful discussions on the nature of an answerable question using neuroscience techniques. It includes concrete examples of new ways to conduct research that can shed light onto such areas as decision-making and opportunity recognition, allowing us to ask different, perhaps better, questions than ever before.
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Chapter 3: Human psychophysiological and genetic approaches in neuroentrepreneurship

Marco Colosio, Cristiano Bellavitis and Aleksei A. Gorin

Abstract

The field of neuroscience has considerably expanded in the last decades. Researchers have used neuroscientific techniques to study a wide range of phenomena in entrepreneurship, business, economics, and marketing fields. The purpose of this chapter is to provide in a single source an outlook on the state-of-the-art techniques in cognitive neuroscience useful to address questions within business and economics realms. Here we particularly focus on two groups of highly insightful and non-invasive techniques: electrophysiologics (EEG, MEG, ECG, EMG, EOG, eye tracking, and electrodermal activity) and behavioral genetics (twins studies, family studies, adopted studies, psychoneuroendocrinology). The techniques can complement more commonly used methodologies (such as fMRI) to provide a holistic picture of the phenomena under study. We further highlight the advantages and disadvantages of each technique and conclude providing examples of potential research questions that can be answered using each instrument.

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