Embracing brain and behaviour: Designing programs of complementary neurophysiological and behavioural studies

NeuroIS-the methods and knowledge of neuroscience applied to the information systems (IS) domain-has become an established research field within the IS discipline. A key advantage of NeuroIS is its ability to provide insights into human cognition beyond those obtained using behavioural techniques alone. Nevertheless, in neuroscience, there is renewed interest in examining behaviour together with neurophysiological methods to better inform our understanding of neural processes. In this research opinion article, we argue that in the field of NeuroIS, there is an opportunity for hybrid programs of study that combine neurophysiological and behavioural methods in a complementary manner. We outline four strategies for designing complementary neurophysiological and behavioural experiments in a research program: (1) observe the relationship between neural processes and behavioural change; (2) combine neurophysiological and behavioural methods to enhance internal, external, and ecological validity; (3) extend, rather than replicate, experiments based on theory; and (4) use neurophysiological and behavioural experiments together to evaluate IT artefact design. By applying these strategies, researchers can more effectively design programs using complementary neurophysiological and behavioural methods, which, in turn, can help to provide richer insights into the phenomena under study as well as accelerate the advancement of IS knowledge.