Title of Dissertation:
Neural Value Representation and Cognitive Style – Psychological Underpinnings of Value-Based Corporate Leadership
Supervisor: Prof. Dr. Josef Wieland
University: Zeppelin Universität Friedrichshafen
Scholarship: KSG Scholarship
Cohort: 1. Cohort, 2014-2017
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Short Abstract
The PhD project investigates neural correlates of individual decision-making with regard to normative information in economic settings. In two studies, hypotheses were tested that address recruitment of specific brain areas for integration of value-based information. It is assumed that an abstract value is assigned to choice options in a decision-making process allowing to balance options not only with regard to potential gain in financial aspects, but also considering social and normative aspects. The literature suggests that distinct brain areas in the prefrontal cortex, which is important for higher cognitive functions such as reasoning and judging, are involved in attributing and integrating parameters for valuation, resulting in a subjective value triggering a choice.
The thesis aims at examining to which extent neuroscientific research can contribute to the study of behavioural business ethics and the conceptual framing of this field of research. In traditional moral philosophy, the distinction between deontological and utilitarian behaviour is drawn frequently and while this is a fundamental theoretical contribution, the question remains whether this is a valid approach for describing intentions and motivations of individuals in specific situations from the perspective of cognitive processing. Functional magnetic resonance imaging allows to identify relative activation of quite specific spatial regions in the brain. Experimental designs that rely on categorizable behavioural responses of subjects can suggest structure function relationships in the brain which can be put into context with aspects of observable behaviour. Studies on empathy (prosocial behaviour) and utility (expected value) have shown that preference can be shaped by several motives which correlate with activation in specific brain areas. It could even be shown that subjects derive from their typical choice patterns when the dorsolateral part of the prefrontal cortex was stimulated externally.
For the thesis, data of almost 50 subjects was acquired, prepared for preprocessing and taken into account for first and second level analysis. While in one study food brands were used to assess subjects’ processing of potentially rewarding input based on differing normative attributes, in another incentivized study subjects had the opportunity to maximize their financial outcome by engaging in unethical behaviour (i. e., cheating). Both studies reveal insights into decision-making processes in situations close to real-world scenarios. Data analysis could show evidence and tendencies regarding involvement of activation patterns allowing to better under-stand the motives for a certain decision. Further research will be necessary to evaluate the paradigms in terms of their predictive power considering real-world decision-making.
A theoretical reflection combines the approaches and suggests that individual decision-making can contribute to better understanding of corporate structures in consumer markets as motivations are based on criteria that established to evaluate distinct entities with regard to their favourability. Organizations (coming to the consumer most often in the shape of a brand) have the property of serving as the reference unit for such evaluations. Using the concept of brands in this regard can not only help to assess CSR activities as something inherent to economic activity and added value, but also allows for investigation of consumer attitudes by using concepts of empathy.
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PhD Related Publications
- Simmank, Fabian. "Shared temptations: An fMRI study of dishonest profit maximization." PsyCh journal 6, no. 4 (2017): 326-327.
- Fehse, Kai, Fabian Simmank, Evgeny Gutyrchik, and Anikó Sztrókay-Gaul. "Organic or popular brands—food perception engages distinct functional pathways. An fMRI stu-dy." Cogent Psychology 4, no. 1 (2017): 1284392.