Integrating TAM with EEG Frontal Asymmetry

Recent evolution in the Information Systems (IS) community has involved neuroscience tools and methods in order to develop new theories concerning Human-Computer Interaction (HCI) and further understand IS acceptance models. Thus, the field of NeuroIS has emerged. Moreover, NeuroIS researchers have proposed encephalograph (EEG) as valuable usability metric. Particularly, EEG frontal asymmetry has been related to approach/withdraw behaviour and positive/negative affect concerning users’ perceptions. Furthermore, Technology Acceptance Model (TAM) has been established as the most notable model regarding IS acceptance. This study is a first attempt to integrate EEG frontal asymmetry with TAM in order to associate brain activation with the two most important variables of TAM: Perceived Usefulness and Perceived Ease of Use. Specifically, thirty one undergraduate students were chosen to use a Computer-Based Assessment (while being connected to the EEG) in the context of an introductory informatics course. Results indicate a direct positive association of frontal asymmetry on the aforementioned variables. These findings suggest that frontal asymmetry could be useful for validating and developing Information Technology (IT) theories, as well as designing and explaining the acceptance and adoption of new IS systems or products.