Neuromanagement uses cognitive neuroscience, among other

life science Life is a quality that distinguishes matter that has biological processes, such as signaling and self-sustaining processes, from that which does not, and is defined by the capacity for growth, reaction to stimuli, metabolism, energy t ...

fields, and technology to analyze economic and managerial issues. It focuses on exploring human brain activities and mental processes when people are faced with typical problems of economics and

management Management (or managing) is the administration of an organization, whether it is a business, a nonprofit organization, or a government body. It is the art and science of managing resources of the business. Management includes the activities o ...

. This research provides insight into human

decision-making In psychology, decision-making (also spelled decision making and decisionmaking) is regarded as the Cognition, cognitive process resulting in the selection of a belief or a course of action among several possible alternative options. It could be ...

and other general social behavior. The main research areas include decision neuroscience,

neuroeconomics Neuroeconomics is an interdisciplinary field that seeks to explain human decision-making, the ability to process multiple alternatives and to follow through on a plan of action. It studies how economic behavior can shape our understanding of the ...

neuromarketing Neuromarketing is a commercial marketing communication field that applies neuropsychology to market research, studying consumers' sensorimotor, cognitive, and affective responses to marketing stimuli. The potential benefits to marketers include ...

, neuro-industrial engineering, and neuro-information systems. Neuromanagement was first proposed in 2006 by Professor Qingguo Ma,Q. Ma, X. Wang, Cognitive neuroscience, Neuroeconomics, and Neuromanagement, Management World 10 (2006) 139-149. the director of Neuromanagement Laboratory of Zhejiang University.

Decision neuroscience

Decision neuroscience consists of the following aspects: * The neural basis of

and behavioral preferences; * the brain activities during decision-making process; * decision-making modeling incorporated with the characteristics of brain activities; and * the neural basis of game theory and game modeling.

Neuromarketing

Neuromarketing derives from research on neural features of

consumer behavior Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and pr ...

. Using neural activity to interpret consumer behavior provides insight into the neural mechanism underlying different consumer decision-making behavior.

Marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...

experts can then determine what will encourage different consumers to make a purchase and produce appropriate marketing strategy, including general marketing,

branding Branding may refer to: Physical markings * Making a mark, typically by charring: ** Wood branding, permanently marking, by way of heat, typically of wood (also applied to plastic, cork, leather, etc.) ** Livestock branding, the marking of animals ...

and how these relate to customer loyalty. Neuromarketing research is mainly composed of neuro-consumer behavior, neuro-marketing strategy and neuro-advertising.

Neuro-industrial-engineering

The concept of neuro-industrial engineering was conceived by Qingguo Ma. It is an interdisciplinary subject of cognitive neuroscience and

industrial engineering Industrial engineering is an engineering profession that is concerned with the optimization of complex process (engineering), processes, systems, or organizations by developing, improving and implementing integrated systems of people, money, kno ...

. Neuro-IE studies human cognition and uses advanced neuroscience and

biofeedback Biofeedback is the process of gaining greater awareness of many physiology, physiological functions of one's own body by using Electronics, electronic or other instruments, and with a goal of being able to Manipulation (psychology), manipulate t ...

technology to measure physiological responses in order to acquire data for further analysis, which provides insight into people's mental states without subjective consciousness control. Then this data, people's neuro activities with physiological and psychological states in the production process, are applied to operations management to improve processes for workers.Q. Ma, J. Bian, W. Ji, et al. Research on warnings with new thought of neuro-IE Procedia Engineering, 2011, 26: 1633-1638.

Neuro-Information-Systems (NeuroIS)

The concept of NeuroIS was formally proposed at the 2007

International Conference on Information Systems International Conference on Information Systems (ICIS) is an annual international conference for academics and research-oriented practitioners in the area of information systems. Previously known as the Conference on Information Systems (CIS), ICI ...

(ICIS). The proposal discussed four major opportunities for the application of cognitive theory, methods and techniques on information system issues, particularly in technology adoption and application, e-commerce and group decision support systems.A.Dimoka, P.A. Pavlou, and F. Davis. Neuro-IS: the potential of cognitive neruoscience for information systems research. in International Conference on Information Systems. 2007. Montreal. Subsequently, the study of NeuroIS has been published in

MIS Quarterly ''Management Information Systems Quarterly'', referred to as ''MIS Quarterly'', is an online-only quarterly peer-reviewed academic journal that covers research in management information systems and information technology. It was established in 19 ...

Information Systems Research ''Information Systems Research'' is a quarterly peer-reviewed academic journal that covers research in the areas of information systems and information technology, including cognitive psychology, economics, computer science, operations research, de ...

, as well as presented at ICIS and

Americas Conference on Information Systems The Americas Conference on Information Systems (AMCIS) is an annual conference for information systems and information technology academics and professionals sponsored by the Association for Information Systems. AMCIS is widely considered to be o ...

Neuro-entrepreneurship

This incorporates the interior characteristics of the entrepreneurs to study the neural basis of innovation. More important, neuroentrepreneurship focuses on what if often called the "entrepreneurial mindset" by looking at "what lies beneath" more surface level entrepreneurial thinking such as intentions. Neuroentrepreneurship thus offers new insights into understanding what happens in experiential learning as is essential in entrepreneurship education. Kaffka, G., & Krueger, N. (2018). The Entrepreneurial ‘Mindset’: Entrepreneurial Intentions from the Entrepreneurial Event to Neuroentrepreneurship. In ''Foundational Research in Entrepreneurship Studies'' (pp. 203-224). Palgrave Macmillan.

Neuromanagement Lab

Neuromanagement Lab was established in 2006 as one of the first labs established in China specialized in researches elucidating the micro-mechanisms of management activities in an interdisciplinary field integrating management science,

economics Economics () is the social science that studies the Production (economics), production, distribution (economics), distribution, and Consumption (economics), consumption of goods and services. Economics focuses on the behaviour and intera ...

, and cognitive neuroscience. The lab is located at

Zhejiang University Zhejiang University, abbreviated as ZJU or Zheda and formerly romanized as Chekiang University, is a national public research university based in Hangzhou, Zhejiang, China. It is a member of the prestigious C9 League and is selected into the na ...

and equipped with standard cognitive neuroscience and behavioral experiment rooms. The lab has recently focused on researches on interdisciplinary fields including Decision Neuroscience, Neuroeconomics, Neuromanagement, Neural-Industrial Engineering, Neuromarketing, and Social neuroscience. The Lab has undertaken over 30 national, ministerial or provincial-level projects since establishment. The project on Neuromarketing and the project on decision-making (both sponsored by the

National Social Science Foundation National may refer to: Common uses * Nation or country ** Nationality – a ''national'' is a person who is subject to a nation, regardless of whether the person has full rights as a citizen Places in the United States * National, Maryland, ce ...

of China) were the first projects approved in their academic fields. Moreover, the lab has hosted approximately 10 high-level academic symposiums, including the International Conference on Neuromanagement and Neuroeconomics.