Usage of Neuroscience Tools in the Decision-Making Process: Current State of the Art
DOI:
https://doi.org/10.23925/2178-%200080.2025v27i2.67427Palavras-chave:
revisão sistemática da literatura, ferramentas neurocientífica, de decisãoResumo
Esta Revisão Sistemática da Literatura (RSL) visa identificar a literatura existente sobre o uso de ferramentas de neurociência em estudos de tomada de decisão. Uma RSL foi conduzida de acordo com diretrizes estabelecidas e com ferramentas específicas para apoiar o processo. A revisão resultou na seleção de 10 estudos primários dentre 2.250 iniciais. Apesar de destacar os benefícios das ferramentas de neurociência, sua integração na tomada de decisão permanece limitada à análise de padrões de comportamento em estágios específicos do processo decisório. Os autores fornecem um guia de pesquisa com questões em aberto para o avanço deste campo. Este trabalho mapeia o panorama tecnológico, identifica os estágios aplicáveis e elucida os benefícios das ferramentas de neurociência na tomada de decisão, oferecendo insights valiosos sobre seu uso e suas vantagens.
Referências
Alsharif, AH., Salleh, NZM., Alrawad, M. and Lutfi, A. (2024), “Exploring global trends and future directions in advertising research: A focus on consumer behavior”. Current Psychology, 43, 6193–6216. https://doi.org/10.1007/s12144-023-04812-w.
Astor, PJ., Adam, MTP., Jerčić, P., Schaaff, K. and Weinhardt, C. (2013), “Integrating Biosignals into Information Systems: A NeuroIS Tool for Improving Emotion Regulation”, Jornal de Journal of Management Information Systems, 30(3), 247–278. https://doi.org/10.2753/MIS0742-1222300309.
Bender, C. S., and Leodir Lobler, M. (2023). How Complex Is It To Understand Complexity? A systematic study of complexity and decision making. Revista Administração Em Diálogo - RAD, 25(1), 64–84. https://doi.org/10.23925/2178-0080.2023v25i1.56458
Belton, V. and Stewart, T. (2002), Multiple Criteria Decision Analysis: An integrate approach, Springer Science & Business Media.
Berčík, J., Mravcová, A., Sendra Nadal, E., López Lluch, D.B. and Farkaš, A. (2024), “FaceReader as a neuromarketing tool to compare the olfactory preferences of customers in selected markets”, Spanish Journal of Marketing - ESIC, doi: https://doi.org/10.1108/SJME-03-2023-0050.
Bidgoli, H. (1989), Decision Support System – Principles and practice, West Publishing Company, New York.
Brereton, P., Kitchenham, BA., Budgen, D., Turner, M. and Khalil, M. (2007), “Lessons from applying the systematic literature review process within the software engineering domain”. Journal of systems and software, 80(4), 571-583. https://doi.org/10.1016/j.jss.2006.07.009.
Casado-Aranda, L-A. and Sanchez-Fernandez, J. (2022), “Advances in neuroscience and marketing: Analyzing tool possibilities and research opportunities”, Spanish Journal of Marketing - ESIC, 26(1), 3-22. https://doi.org/10.1108/SJME-10-2021-0196.
Chen, K., Zhang, W., and Jiang, P. (2022), “Ratings or Sales? The Neural and Psychological Processes of Online Experience Product Purchase: Evidence from a Sample of Chinese University Students”. Behavioral Sciences, 12(12), 499. https://doi.org/10.3390/bs12120499.
Cinel, C., Valeriani, D. and Poli, R (2019), “Neurotechnologies for human cognitive augmentation: Current state of the art and future prospects”. Frontiers in human neuroscience, 13(13). https://doi.org/10.3389/fnhum.2019.00013.
Duarte, RB., da Silveira, DS., de Albuquerque Brito, V. and Lopes, CS. (2020), “A systematic literature review on the usage of eye-tracking in understanding process models”. Business Process Management Journal, 27(1), 346-367. https://doi.org/10.1108/BPMJ-05-2020-0207.
da Silva, ALCDL., Costa, APCS. and de Almeida, AT. (2022), “Exploring cognitive aspects of FITradeoff method using neuroscience tools”. Annals of Operations Research, 312(2), 1147-1169. https://doi.org/10.1007/s10479-020-03894-0.
Fabbri, SCPF., Felizardo, KR., Ferrari, FC., Hernandes, ECM., Octaviano, FR., Nakagawa, EY. and Maldonado, JC. (2013), “Externalizing tacit knowledge of the systematic review process”, IET software, 7(6). https://doi.org/10.1049/iet-sen.2013.0029.
Galvão, MCB. and Ricarte, ILM. (2019), “Revisão Sistemática da Literatura: Conceituação, produção e publicação”, Logeion: Filosofia Da Informação, 6(1), 57–73. https://doi.org/10.21728/logeion.2019v6n1.p57-73.
Gerpott, FH., Lehmann-Willenbrock, N., Silvis, JD. and Van Vugt, M. (2018), “In the eye of the beholder? An eye-tracking experiment on emergent leadership in team interactions”, The Leadership Quarterly, 29(4), 523-532. https://doi.org/10.1016/j.leaqua.2017.11.003.
Harris, JM., Ciorciari, J. and Gountas, J. (2018), “Public health social media communications and consumer neuroscience”, Cogent Psychology, 5(1). https://doi.org/10.1080/23311908.2018.1434058.
Hernandes, E., Zamboni, A., Fabbri, S., and Thommazo, AD. (2012), “Usando GQM e TAM para avaliar StArt – Uma ferramenta que suporta Revisão Sistemática”. CLEI Electronic Journal, 15(1), 3.
Issac, AC. and Issac, TG. (2020), “Unravelling the Nexus between neuroscience and leadership research: A biblio-morphological analysis of the extant literature”, Management Decision, 58(3), 448-464. https://doi.org/10.1108/MD-01-2019-0017.
Jai, TM., Fang, D., Bao, FS., James, III RN., Chen, T. and Cai, W. (2021), “Seeing it is like touching it: Unraveling the effective product presentations on online apparel purchase decisions and brain activity (An fMRI Study)”, Journal of Interactive Marketing, 53(1). https://doi.org/10.1016/j.intmar.2020.04.005.
Keeney, RL. (1992), Value Focused Thinking: A path to creative decision-making. Harvard, University Press.
Kitchenham, B. and Brereton, P. (2013), “A systematic review of systematic review process research in software engineering”, Information and software technology, 55(12). https://doi.org/10.1016/j.infsof.2013.07.010.
Kitchenham, B. and Charters, S. (2007), Guidelines for performing systematic literature reviews in software engineering, EBSE Technical Report, United Kingdom.
Massaro, S. (2017), “Neuroscience Methods: A Framework for Managerial and Organizational Cognition”, Galavan, RJ., Sund, KJ. and Hodgkinson, GP. (Ed.) Methodological Challenges and Advances in Managerial and Organizational Cognition (New Horizons in Managerial and Organizational Cognition, Vol. 2), Emerald Publishing Limited, Leeds, 241-278. https://doi.org/10.1108/S2397-52102017010.
Parra Vargas, E., Philip, J., Carrasco-Ribelles, LA., Alice Chicchi Giglioli, I., Valenza, G., Marín-Morales, J. and Alcañiz Raya, M. (2023), “The neurophysiological basis of leadership: a machine learning approach”, Management Decision, 61(6), 1465-1484, https://doi.org/10.1108/MD-02-2022-0208.
Petticrew, M. and Roberts, H. (2006), Systematic Reviews in the Social Sciences: A Practical Guide. Blackwell Publishing Professional.
Pinochet, L. H. C., Sanches, B. K. R., Lopes, E. L., and Bueno, R. L. P. (2018). Fatores Antecedentes do Uso da Pesquisa Operacional como Ferramenta Estratégica nas Organizações. Revista Administração Em Diálogo - RAD, 20(2), 94–122. https://doi.org/10.23925/2178-0080.2017v20i2.35999
Radtke Caneppele, N., Ribeiro Serra, FA., Contreras Pinochet, LH. and Ramos Ribeiro, IM. (2022), “Potential and challenges for using neuroscientific tools in strategic management studies”, RAUSP Management Journal, 57(3), 235-263. https://doi.org/10.1108/RAUSP-01-2021-0014.
Roselli, LRP., Frej, EA. and de Almeida, AT. (2018), “Neuroscience Experiment for Graphical Visualization in the FITradeoff Decision Support System”. In: Chen, Y., Kersten, G., Vetschera, R. and Xu, H. (Eds) Group Decision and Negotiation in an Uncertain World. GDN 2018. Lecture Notes in Business Information Processing, 315, Springer, Cham. https://doi.org/10.1007/978-3-319-92874-6_5.
Roselli, LRP., de Almeida, AT. and Frej, EA. (2019), “Decision neuroscience for improving data visualization of decision support in the FITradeoff method”, Operational Research, 19(4), 933-953. https://doi.org/10.1007/s12351-018-00445-1.
Roselli, LRP. and de Almeida, AT. (2020), “Analysis of graphical visualizations for multi-criteria decision making in FITradeoff method using a decision neuroscience experiment”, International Conference on Decision Support System Technology, 384, 30-42. https://doi.org/10.1007/978-3-030-46224-6_3.
Roselli, LRP., Pereira, LDS., da Silva, ALCDL., de Almeida, AT., Morais, DC. and Costa, APCS (2020), “Neuroscience experiment applied to investigate decision-maker behavior in the tradeoff elicitation procedure” Annals of Operations Research, 289(1), 67-84. https://doi.org/10.1007/s10479-019-03394-w.
Sánchez-Fernández, J., Casado-Aranda, LA. and Bastidas-Manzano, AB. (2021), “Consumer neuroscience techniques in advertising research: A bibliometric citation analysis”, Sustainability, 13(3), 1589. https://doi.org/10.3390/su13031589.
Simon, HA. (1971), Administrative Behavior – a study of decision-making process in administrative organization, The MacMillan Company, New York.
Sinha, R., Kyriaki, L., Cross, ZR., Weigall, IE. and Chatburn, A. (2021), “Combining Neurophysiological and Psychological Indicators to Understand Individual and Team Cognition and Decision-Making”, Galavan, R.J. and Sund, K.J. (Ed.) Thinking about Cognition (New Horizons in Managerial and Organizational Cognition, Vol. 5), Emerald Publishing Limited, Leeds, 31-56. https://doi.org/10.1108/S2397-521020210000005003.
Solnais, C., Andreu-Perez, J., Sánchez-Fernández, J. and Andréu-Abela, J. (2013), “The contribution of neuroscience to consumer research: A conceptual framework and empirical review”, Journal of economic psychology, 36, 68-81. https://doi.org/10.1016/j.joep.2013.02.011.
Souza, E., Moreira, A. and Goulão, M. (2019), “Deriving architectural models from requirements specifications: A systematic mapping study”, Information and Software Technology, 109, 26-39. https://doi.org/10.1016/j.infsof.2019.01.004.
Tronco ,PB., Löbler, ML., Santos, LGD. and Nishi, JM. (2019), “Heurística da Ancoragem na Decisão de Especialistas: Resultados Sob Teste de Manipulação”, Revista de Administração Contemporânea, 23, 331-350. https://doi.org/10.1590/1982-7849rac2019170347.
Vincke, P. (1992), Multicriteria Decision-Aid. John Wiley & Sons.
Yazid, AF., Munirah, S., Razzak, A., Kamarudin, S., and Mohamad, NA. (2020), “Decision-Making Analysis using Arduino-Based Electroencephalography (EEG): An Exploratory Study for Marketing Strategy”, International Journal of Advanced Computer Science and Applications, 11. https://doi.org/10.14569/IJACSA.2020.0110927.
Zhu, S., Qi, J., Hu, J. and Hao, S. (2022), “A new approach for product evaluation based on integration of EEG and eye-tracking”, Advanced Engineering Informatics, 52, 101601. https://doi.org/10.1016/j.aei.2022.101601.
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2025 Luiza Vilaça da Rocha, Denis Silva da Silveira, Taciana de Barros Jeronimo

Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.

Este obra está licenciado com uma Licença Creative Commons Atribuição 4.0 Internacional.





