POORNAPRAJNA CENTRE FOR NEURO-MANAGEMENT & STRATEGIC BRAIN RESEARCH

POORNAPRAJNA CENTRE FOR NEURO-MANAGEMENT & STRATEGIC BRAIN RESEARCH

www.pimbrain.in

Introduction

Decision modelers are frequently criticized for failing to provide accurate representations of the neuro-psychological substrates of decisions. Several authors maintain that recent neuropsychological findings enable choice modelers to overcome this alleged shortcoming. Some advocate a realistic interpretation of neuro-psychological models of choice, according to which these models posit sub-personal entities with specific neuro-psychological counterparts and characterize those entities accurately. Neural - Management / Neuropsychology and Neural Sciences are an interdisciplinary field that seeks to explain human decision making, ability to process multiple alternatives and follow a course of action. In the last decade, the development of neuroscience knowledge and tools allowed a growing interest in research linking neuroscience techniques to psychology, marketing, management, economics, and sociology. It studies how managerial behaviour can shape considerate of the mind and how neuro-scientific findings can constrain and guide models of neural management. Converging into a unified discipline, neural studies investigate the neuro - aspects of management decisions. The inter disciplinary field of scholarship draws on Management theories, Economic theories, Psychological theories, Statistics theories, Mathematical theories, Operational Research theories, Computing theories, Experimental Economic theories, Neuroscience theories, Hematology theories, Ophthalmology theories, Dermatology theories and Physiology theories to develop a comprehensive with the ultimate aim of creating a (single) general theories understanding of human decisions. Neuromanagement provides Biologists, Economists, Psychologists and Social Scientists with a deeper understanding of how they make their own decisions and how others decide. Neuroscience, when allied with Psychology and Economics, creates powerful new models to explain why we make decisions.

Rationale

The subject of Neuromanagement needs to be introduced to the Scholarly population of India with its epicenter being at the Poornaprajna Institute of Management, Udipi, Karnataka State, India. There seems to be a great opportunity to bring in an academic revolution in India by disseminating the essence of Neuromanagement (Neuroeconomics) by establishing the PP Centre for Neuro-management & Strategic Brain Research.

Aim and Scope

Economics, Psychology and Neuroscience are converging today into the unified discipline of Neuroeconomics with the ultimate aim of providing a single, general theory of human choice behaviour. Neuromanagement development offers a new perspective in the techniques and theories in management issues, referring particularly to the cognitive characteristics of the brain and providing important new insights regarding human behaviour. Neuromanagement can provide social scientists and future managers with a deeper understanding of how they make their own decisions, and how others decide. How does our brain arrive at a ‘good’ or ‘fair’ decision? What does our brain perceive as valuable and how do we learn the value of features of our environment? Is it possible to use recordings from consumers' brains to predict their purchasing intentions?

The aim and scope of the proposed PP Center for Neuro-management & Strategic Brain Research is to bring together advanced global Researchers and funding in NeuroScience, Management, Contemplative Behavioral Sciences, Psychology, Economics and related disciplines for intensive and advanced study of the rapidly growing interdisciplinary field of neural - management. The Centre would offer and provision theoretical and experiment work by measuring brain activity in management decision making in human subjects to develop a comprehensive understanding of human decisions.

Mission

PP Centre for Neuro-management & Strategic Brain Research aspires to be the “go-to” place for real dialogue between Brain Researchers, cognitive scientists, and Educational Researchers, so that researchers around the world can share ways to improve cross-disciplinary research necessary for this dialogue. It is proposed that the decision-making processes, in the PP Centre for Brain Research and Integrated Neuromanagement, would be experimented with use of neuro - managerial methodology. All theories and concepts being practiced would be simulated.

Eyes are the window to the soul, but they are also the gateway to knowledge about how people gather information and what influences their actions and decisions. It is proposed that the decision-making processes, in the PP Centre for Brain Research and Integrated Neuromanagement, would be experimented with use of eye tracking methodology. The decision human beings make most often during the course of a day is undoubtedly the decision about where to look next. Eye tracking is used in various psychology and neuroscience fields to understand how and why eye movements are made and how we gather information visually. Eye tracking refers to the process of measuring where we look, known as our point of gaze. An eye tracker that records the position of the eyes and the movements they make carries out these measurements. Questions that research pose are: What are the mechanisms that keep gaze stable with either stationary or moving targets? How does the motion of the image on the retina affect vision? Where do we look - and why - when performing a complex task? How can the world appear clear and stable despite continual movements of the eyes? By attempting to find answers to these issues, the role of prediction, learning and attention during pursuit is better understood. Future decision-making research would benefit from greater integration with attention research.

It is proposed that the decision-making processes, in the PP Centre for Neuro-management & Strategic Brain Research, would be experimented with use of skin conductance methodology. The skin has electric properties that change on the relatively short time scale of seconds and are closely related to psychological. Skin conductance response (SCR) is an indirect measure of sympathetic autonomic activity that is associated with both emotion and attention. In humans, the amplitude of SCRs is related to the level of arousal elicited by visual stimuli with either positive or negative emotional valence. Sweating is controlled by the sympathetic nervous system, and skin conductance is an indication of psychological or physiological arousal. If the sympathetic branch of the autonomic nervous system is highly aroused, then sweat gland activity also increases, which in turn increases skin conductance. The proposed PP Centre for Neuro-management & Strategic Brain Research would make efforts to experiment and conduct theoretical studies on measurement of a particular type of visceral change, skin conductance response to address how humans attribute value to the choices they make. After reviewing the physiological mechanisms that control skin conductance, experimenters would make an unfamiliar attempt with the technique to replicate procedures and extend methodology into new areas that build upon the principles. Researchers would probe the neural underpinnings of decision making to illustrate how psycho physiological techniques can be used both to address normal decision making and characterize the deficits in decision making.

Mission of proposed PP Centre for Neuro-management & Strategic Brain Research will be to:

Foster research on the foundations of cognitive behavior by promoting collaboration and discussion among Scholars from the Department of Management / Economics / Psychology / Leadership and other Faculties.

Ensure the continued advancement of the field of neuromanagement by supporting young researchers

PP Centre for Neuro-management & Strategic Brain Research shall promote this mission through annual meetings for presentation of original theory and research, and through educational programs to rigorous modeling and promote development of a common language and set of methodological tools for the field.

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