THOUGHT PROCESSES BEHIND DECISIONS
The possibilities are innumerable in a world where nothing is left to calculate guess work. With due credit to neurology, one will be able to get an accurate idea about oneâ€™s intentions and will be able to understand the actual pulse that triggers decisions. The application of neurology has been tremendously successful in understanding consumersâ€™ behavior and how consumers respond to advertising.
Neuro Marketing is about measuring the quantum and location of neural response in the brain to a set of marketing stimuli. When say 4-5 alternative advertisements are exposed to a consumer, one of them may trigger a response in the short term memory area and another in the long term memory area. Some of them may lead to impulse primarily in the rational side of the brain and yet others in the emotional side. Careful measurements can reveal some finer details of the responses such as intensity or even brief nature of the emotion. This can help in a better and measured choice of one stimulus over others.
One of the crucial reasons that contribute to the accuracy of such a study is the fact that since the samples are measured clinically, it eliminates any possibilities of aberrations which could have otherwise occurred in the case of oral responses.
The oral responses sought in conventional research are easily subject to cultural biases of saying the socially correct things as against neural response study which is supposedly better because it is based on involuntary responses measured clinically.
Organizations expend huge sacks of money in understanding their employees and finding novel ways to motivate them. Traditional feedback forms and other archaic surveys have obviously helped firms chalk out half-baked predictions and learn manipulated facts about their people.
Neurology on the other hand, offers a much more comprehensive and true picture. In the study of organizational behavior, neurology could assist us to learn why one chooses an organization over the other. This would bring out vital inputs not only on how employees perceive an ideal employer, but would also unearth learning about how they perceive different organizations and the attributes that they associate with them.
The human brain needs to be aware of the passage of time to react. It allows the brain to tell our bodies that morning is over, noon is setting in or evening is settling in. With the passage of time, the brain asks the body to progressively get tired. They way the brain identifies this change in time is by observing the change in light, outside the office. Following this, it is found that the productivity of employees in an office that is exposed to outside light changes, as opposed to that of those who are only exposed to artificial light which is constant from morning to evening. Both the samples are said to experience different stress levels and consequently different productivity levels.
To conclude Neurology has tremendous potential in HR. Neurology can definitely help better understanding of the organizational behavior of a person because every human behavior is guided by the brain. Studying the way the brain functions can help HRD improve the overall motivation levels in the office.