הפוטנציאל של נוירופיזיולוגיה לקידום המחקר בתחום הניהול וההתנהגות הארגונית

Despite the well-known biases associated with traditional research tools such as self-report questionnaires, these tools remain widely used in research of organizational behavior and management. These biases, including social desirability, experimenter demand effects, halo effects, order effects, endogeneity, retrospection, and others,primarily stem from the subjective nature of these tools. Such biases limit the ability of traditional research instruments to reliably and accurately capture psychological phenomena and identify underlying mechanisms. As a result, organizational behavior researchers face constraints in their efforts to understand complex organizational phenomena. One promising solution, gaining traction in recent years, is the integration of objective and precise tools from social psychophysiology and brain science. These tools-which include electrocardiograms (ECG), electrodermal activity (EDA),electroencephalography (EEG), functional near-infrared spectroscopy (fNIRS), and others, allow researchers to capture both situational (state-level) psychological responses and stable individual traits in an objective, accurate, and non-invasive manner. Recent technological advancements have made these devices increasingly accessible and user-friendly. Some are even wearable, enabling their use outside the laboratory in field research settings.