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korean management review - Vol. 47 , No. 5
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[ Article ]
korean management review - Vol. 47, No. 5, pp. 1111-1137
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 31 Oct 2018
Received 24 Jul 2018 Accepted 24 Aug 2018
DOI: https://doi.org/10.17287/kmr.2018.47.5.1111

Neuroscience-based Exploratory Approach to Measuring the Business Problem-solving Creativity from the Perspective of SIAM(Search for Ideas Associative Memory) Model: Emphasis on fNIRS(functional near-infrared spectroscopy) Method
Jae Kwan Ryu* ; Kun Chang Lee**
*Master Student, SKK Business School, Sungkyunkwan University, First Author (ryujae92@skku.edu)
**Professor, SKK Business School/SAIHST(Samsung Advanced Institute for Health Sciences & Technology), Sungkyunkwan University, Corresponding Author (kunchanglee@gmail.com)

아이디어 연상기억 탐색 (SIAM) 모형에 기반한 비즈니스 문제해결 창의성 측정을 위한 뉴로과학 관점의 탐색연구: 근적외선 분광학 (fNIRS) 방법을 중심으로
류재관* ; 이건창**
*(주저자) 성균관대학교 경영대학 석사과정 (ryujae92@skku.edu)
**(교신저자) 성균관대학교 경영대학/SAHIST 교수 (kunchanglee@gmail.com)
Funding Information ▼
Abstract

This study aims to propose a novel method of measuring the BPSC (Business Problem-Solving Creativity) from the neuroscience perspective of fNIRS (functional near-infrared spectroscopy). Neuroscience literature shows that there exist very few studies on the BPSC itself which is known to specifically activate frontal cortex areas of human brain. From the view of this, we know that it is necessary to use a specific neuroscience approach focusing on the analysis of blood hemodynamic changes in the frontal cortex areas. To fill the research void like this, this study adopts fNIRS method to measure the changes of blood hemodynamic level occurring in the frontal cortex areas when users are solving the business problem-solving tasks. To enhance rigor, the experiment settings are designed to include (1) positive-negative emotion induction by music, (2) near-stimuli, far-stimuli based on SIAM (Search for Ideas Associative Memory) model, and (3) business problem-solving method by using cognitive map. Experimental results obtained from 28 qualified participants reveal that (1) the BPSC level changes signifcantly with positive and negative emotion, and (2) statistically significant activations are found in Brodmann 9, 10, 45, 46 areas in the frontal cortex, depending on the near-stimuli and far-stimuli.

초록

본 연구에서는 의사결정자가 긍정 감정과 부정 감정을 가질 때에 비즈니스 문제해결 창의성인 BPSC(Business Problem-Solving Creativity)가 어떻게 달라지는지를 뉴로과학 관점에서 분석하고자 한다. 뉴로과학 연구결과에 의하면 전두엽의 혈역학적 차이에 따라 창의성이 달라지는 것으로 알려져 있지만, 사용자의 BPSC에 초점을 맞추어서 전두엽의 혈역학 분석결과를 뉴로과학 관점으로 분석한 연구는 드물다. 이에 따라 본 연구에서는 근적외선 분광학(fNIRS: functional near-infrared spectroscopy) 방법에 기반한 뉴로과학 실험분석 결과를 제시한다. BPSC를 측정하기 위하여 본 연구에서는 긍정감정과 부정감정을 음악으로 유도하고, 그에 따라 사용자들이 비즈니스 문제해결 과제를 얼마나 창의적으로 해결하는지를 측정하였다. 정교한 실험결과를 얻기 위하여 아이디어 연상기억 탐색(SIAM: Search for Ideas Associative Memory) 모델에 기반하여 근(近) 자극과 원(遠) 자극을 주어서 자극별로 BPSC에 어느정도의 차이가 있는지를 fNIRS 장치로 측정하였다. 28명의 피실험자를 대상으로 실험한 결과 긍정감정, 부정감정에 따라 BPSC에 유의미한 차이가 발생하는 것이 확인되었고 아울러, 근 자극과 원 자극에 따라 BPSC의 수준차이가 발생하고 아울러 전두엽에서 혈역학적 차이가 뚜렷하게 발생하는 것이 확인되었다. 그리고 두뇌의 브로드만 영역별 혈역학적 활성화 정도를 분석한 결과 긍정감정, 부정감정, 그리고 근 자극 및 원 자극에 따라 피실험자의 전두엽내 브로드만 9번, 10번, 45번, 46번 영역의 혈역학적 변화량이 통계적으로 의미있는 차이를 보였다.

Keywords: Neuroscience, functional near-infrared spectroscopy(fNIRS), Business problem-solving creativity, Search for Ideas Associative Memory (SIAM) model, positive emotion, negative emotion
키워드: 뉴로과학, 근적외선 분광학, 비즈니스 문제해결 창의성, 아이디어 연상기억 탐색, 긍정감정, 부정감정
Acknowledgments

This work was supported by the National Research Foundation of Korea(NRF) grant funded by the Korea government (MSIP; Ministry of Science, ICT & Future Planning) (No. 2017R1A2B4010956).

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• 저자 류재관은 현재 성균관대학교 경영대학 경영정보전공 석사과정 중이다. 경남대학교 경영대학 경영정보학과를 졸업하였다. 주요 연구분야는 데이터 마이닝, 뉴로 사이언스, 의사결정지원시스템, 뇌-컴퓨터 인터페이스(BCI) 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 활동 하고 있다. 주요 연구분야는 창의성과학, 뉴로과학을 이용한 의사결정분석, 인공지능 기반 의사결정, 상황인지 및 예측 모델링, 그리고 휴먼-로봇 인터랙션(HRI) 등이다.

 
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