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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 45, No. 4, pp.1147-1172
ISSN: 1226-1874 (Print)
Print publication date 31 Aug 2016
Received 20 Apr 2015 Revised 20 Jan 2016 Accepted 10 May 2016
DOI: https://doi.org/10.17287/kmr.2016.45.4.1147

불확실성을 수반한 경영의사결정 시 긍정-부정감성이 비즈니스 문제해결 창의성에 미치는 효과에 관한 뉴로사이언스 기반의 실증 연구

최도영* ; 이건창**
*(주저자) 대전대학교 경영학과 조교수 dychoi@dju.kr
**(교신저자) 성균관대학교 경영대학/SAIHST 교수 kunchanglee@gmail.com
Neuroscience Analysis Approach to Investigating the Effect of Positive and Negative Emotion on Decision-Maker’s Business Problem-Solving Creativity under Uncertainty
Do Young Choi* ; Kun Chang Lee**
*Assistant Professor, Department of Business Administration, Daejeon University, First Author dychoi@dju.kr
**Professor, SKK Business School/SAIHST(Samsung Advanced Institute for Health Sciences & Technology), Sungkyunkwan University, Corresponding Author kunchanglee@gmail.com

초록

본 연구에서는 경영의사결정 과제 수행 시 의사결정자의 감성이 의사결정의 대안선택 성향과 성과에 어떠한 영향을 미치고 어떠한 인지적 특정을 갖는지 확인하기 위하여, 행동실험을 수행함과 동시에 뉴로사이언스 연구방법 중 하나인 뇌파(EEG) 측정을 통한 실증적 연구를 수행하였다. 특히 본 연구에서는 의사결정자가 불확실성이 수반된 경영 의사결정문제를 해결하고자 할 때 긍정, 부정감성이 의사결정의 성과, 즉 비즈니스 문제해결 창의성에 어떻게 영향을 주는지를 뉴로사이언스 관점에서 분석하고자 한다. 이를 위하여 부정적 감성상태와 긍정적 감성상태의 두 그룹으로 구분된 피실험자들에게 퍼지인식도를 작성하는 경영의사결정 과제를 수행하게 하였으며, 과제 수행 시 피실험자들의 뇌파활동과 의사결정 활동의 결과물에 대한 성과, 즉 비즈니스 문제해결 창의성을 측정 하였다. 연구 결과 불확실성에 대처하는 의사결정자의 의사결정 성향과 의사결정 성과에 있어서 부정적 감성 그룹과 긍정적 감성 그룹 간에 유의한 차이가 있는 것으로 확인되었다. 특히, 부정감성 그룹이 긍정감성 그룹보다 불확실성에 보다 관대한 성향을 보였으며, 의사결정의 성과가 더 큰 것으로 나타났다. 이러한 결과는 우려 등과 같은 부정적 감성이 경영의사결정 상황과 같은 맥락에서 긍정적 감성보다 높은 비즈니스 문제해결 창의성 성과를 낼 수 있음을 보여주는 것이라 할 수 있다. 또한, 과제 수행 시 측정한 뇌파 데이터의 분석결과, 부정감성 그룹과 긍정감성 그룹 간에 의사결정 과제 수행 시 활성화되는 뇌파의 종류와 발현되는 부위간에 유의미한 차이가 있는 것이 확인되어, 인지 과정 상에도 차이가 있음을 확인하였다. 즉, 의사결정 과제 수행 시 부정감성 그룹에게는 창의성 발현과 관련된 뇌 영역 및 뇌파 활성화 수준이 상대적으로 높게 나타났으며, 이를 통해 행동실험의 결과를 뉴로사이언스 방법으로도 지지할 수 있음을 알 수 있었다.

Abstract

By using neuroscience methods as a main vehicle, this study aims to analyze empirically how decision-maker’s perceived positive and negative emotions affect his/her business problem-solving creativity under uncertainty. Especially, we investigate decision-maker’s cognitive processes involved in decision-making processes, and then apply neuroscience method based on EEG (Electroencephalogram) measurement. For the sake of experiments, participating subjects were divided into two groups – negative emotion induced group and positive emotion induced group. Then they were asked to conduct managerial decision-making tasks with uncertainty. Participants’ EEG signal data were collected when they perform task execution, and their BPSC(Business Problem-Solving Creativity) level was measured by creativity professionals based on their submitted FCM(fuzzy cognitive map) outputs after experiments. The results showed that there were statistically significant differences between the negative emotion induced group and the positive emotion induced group in the perspective of the decision-making tendency coping with uncertainty and the BPSC level. Furthermore, two groups – negative emotion induced group and positive emotion induced group - had also significant differences in the brain area and brainwave which were activated during the decision-making tasks. Firstly, as a hypothesis we predicted that two groups – subjects in negative emotion states and subjects in positive emotion states - would have difference of the selection tendency between certain decision-making alternative and uncertain decision-making alternative. The results showed that negative emotion induced groups had decision tendency to prefer uncertain decision-making alternative. This result supported the previous literature which addressed negative emotion take more preferably risks than positive emotion does. Secondly, regarding the BPSC level, we predicted that there would be significant differences in the perspective of the BPSC level between two groups – negative emotion induced group and positive emotion induced group. After expert-evaluation of the BPSC level measured by FCM, we found that the quality of those FCMs submitted by those subjects in two emotion groups had shown significant difference in the BPSC level. Especially, the BPSC level of negative emotion induced group was higher than that of positive emotion induced group. Considering the literature review results where there exist conflicting studies regarding how emotion could influence on creativity, this study could provide robust empirical results manifesting how positive and negative emotions have effect on the BPSC level when decision-makers are working on business problems under uncertainty. Thirdly, the results of EEG analysis – brainwave and brain activation area during task execution – were very suggestive of understanding cognitive processes and creative decision-making with uncertainty. There were significant differences in the brainwave and activated brain area during the execution of managerial decision-making task between two groups - negative emotion induced group and positive emotion induced group. More specifically, the subjects in the negative emotion induced group had alpha-wave activated more in the area of prefrontal cortex and left temporal cortex. Moreover, negative emotion induced group had relatively more beta-wave activated in the left temporal cortex. Meanwhile, the brainwave and brain area which were activated more in the subjects in positive emotional state were gamma-wave in the left temporal cortex.

The findings of this research have several implies compared with previous literature. Firstly, previous literature regarding creativity addressed that creative task makes alpha-wave activated more. The result of this research also showed that negative emotion induced group who had relatively high creativity level was more activated with alpha-wave. In this way, this study could support the previous literature. Secondly, the interpretation of cognitive process related with creative decision-making is as follows. There exist conflicting explanation in the previous literature regarding the interrelation between alpha-wave and beta-wave. That is, several researchers addressed that beta-wave could have influence on the suppress of alpha-wave during cognitive task, and other researcher addressed that alpha-wave and beta-wave were activated simultaneously with cognitive task. The result of this research showed that alpha-wave and beta-wave of negative emotion induced group were activated more simultaneously, which supported the previous literature which alpha-wave and beta-wave are activated simultaneously. Meanwhile, the relatively more activated brain wave of positive emotion induced group was gamma-wave. Considering gamma-wave is activated when demanding highly cognitive processes, positive emotion induced group used highly cognitive effort compared with negative induced group. The result of our study provides important findings regarding brain wave activation when creative decision-making demanding highly cognitive effort. Beta-wave and gamma-wave which considered as the brain wave related with highly cognitive process were activated in both negative emotion induced group and positive emotion induced group. However, considering negative emotion induced group had more highly activation level of alpha-wave and activation area of prefrontal cortex and temporal cortex compared to positive emotion induced group, it could be interpreted that negative emotion induced group had more highly creativity level when demanding highly cognitive effort. This result coincides with the result which was investigated with behavioral experiment of this study.

Keywords:

Decision-making, Uncertainty, Business Problem-Solving Creativity, Electroencephalogram(EEG), Neuroscience

키워드:

의사결정, 불확실성, 비즈니스 문제해결 창의성, 뇌파, 뉴로사이언스

Acknowledgments

이 논문은 2014년 교육부의 재원으로 한국연구재단의 지원을 받아 수행된 연구임(NRF-2014S1A3A2038108).

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• 저자 최도영은 현재 대전대학교 경영학과 생산운영관리 전공 조교수로 재직 중이다. 서울대학교 경영대학을 졸업하였으며, KDI국제정책대학원에서 경영학석사, 성균관대학교에서 MIS/생산운영관리로 경영학박사를 취득하였다. 주요 연구분야는 에이전트기반 모델링 및 시뮬레이션, 인공신경망, 소셜네트워크 분석, 의사결정, 감성공학, 뉴로사이언스 등이다.

• 저자 이건창은 한국과학기술원(KAIST) 경영과학과에서 석사 및 박사를 취득하고 현재 성균관대학교 경영대학과 삼성융합의과학원(SAIHST)에서 교수로 재직 중이다. 그는 또한 창의성과학연구원(CSRI: Creativity Science Research Institute) 원장으로 활동하고 있다. 주요 연구분야는 창의성과학, 뉴로과학을 이용한 의사결정분석, 감성과학, 인공지능 기반 의사결정, 상황인지 및 예측 모델링, 그리고 휴먼-로봇 인터랙션(HRI) 등이다.