Transcript Universiti Sains Malaysia (USM) and the Accelerated

Showcase:
Neurosciences in Business
at the Human Development Lab
Associate Professor Zainal Ariffin Ahmad
[email protected]
Azura Abdul Halim
[email protected]
Brain Mind Nexus@USM
Tel: 604-6532534
Fax: 604-6577448
Graduate School of Business, USM, 11800 Penang MALAYSIA
Associate Professor Dr. Zainal Ariffin Ahmad
Doctor of Education (Ed.D.) 1994, M.B.A. 1989, B.Sc. 1987
Northern Illinois University
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Currently, Head, Human Development Lab at the Graduate School
of Business, Universiti Sains Malaysia conducting research using
behavioural, neuropsychological and neuroimaging techniques to
investigate the neural mechanisms of learning, decision making, and
mental health.
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20 years of training and consultancy experiences at Northern Illinois
University and Universiti Sains Malaysia.
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Conducts seminars, workshops & in-house training for academic,
public sector and corporate clients on skills-based training (e.g.
managerial, communication, facilitation, presentation, supervisory,
teamwork, networking skills).
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Consultancies with corporate clients for climate & employee
satisfaction survey, strategic planning, leadership, adult learning,
human resource management, diversity, cross-cultural
communication, quality and productivity.
Associate Professor Dr. Zainal Ariffin Ahmad
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Selected clientele list include Siemens, Otis, Sharp-Roxy, Bosch,
FMM, Intel and Motorola as well as SITU, Koperasi Tunas Muda Sg
Ara, Jabatan Pembangunan Koperasi and Health Management
Institute, Ministry of Health.
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Serves as advisor to the Electronic Manufacturing Services
Benchmarking Council (EMSBC) under the Malaysian Productivity
Corporation and a frequent guest lecturer for the Malaysian Public
Services Department and INTAN.
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Supervises doctoral (PhD & DBA) and master’s (MBA) candidates in
the areas of organizational behavior, human resource management,
neuroleadership, and neuroeconomics.
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Active researcher, has completed 10 national research projects to
date and co-written 4 books and numerous journal articles and
conference papers.
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Married with 3 children.
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Contact 04-6532534 or 0164909461 or [email protected].
Agenda
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About USM
About Human Development Lab
Research Collaborators
Key Projects
International Network and Collaborations
Presentation
Publication
Future
Invitation to join sains@usm
Universiti Sains Malaysia
1969-2009
MISSION
To lead and innovate in achieving excellence at the international
level through:
• advancing and disseminating knowledge and truth;
• instilling qualities that stress academic excellence and
professionalism;
• developing holistic individuals; and
• providing a strong commitment towards the society’s aspiration, the
country’s vision, and universal aspirations
MISSION
• To provide research, services, and
training on learning, decision making, and
mental health for Malaysia and Southeast
Asia.
• HDLab is the NBCC-I collaborative site to
serve the mental health needs of countries
around the Southeast Asia region.
The HD Lab focuses on the following three
programmatic areas:
1. Research on neural mechanism of decision
making, learning/difficulties and mental health.
2. Services – assessment/screening, resource/
support groups, and information/public
education activities (e.g. Brain Awaress Week).
3.Training/Teaching – professional training
programs in counseling and teaching (MHF).
HD Lab
Research Focus
• Our group is interested to relate the
mechanics of brain activity to measurable
behaviour.
• We combine behavioural, neuropsychological and neuroimaging
techniques to investigate the neural
mechanisms of decision making, learning,
and mental health.
Human Development Lab
(HD Lab) Focal Areas
Discipline
Focus Area
Candidate
Level of Study
A. Neurosciences
in Business
(Neuroleadership
Neuroeconomics
Neuromarketing)
Decision
Making
Adel Tajasom
Rapida Saimi
Takemi Fujikawa
Jason KC Tye
PhD
RO/MA
B. Learning/
Laterality
Learning Difficulties Autism
Ali Al-Ghafri
PhD
Sarojeni
MBA
Zufadlina A Razak RO
RA
C. Mental Health
Bio-psychosocial AURA
Spirituality - Azura
A Halim
Mental
Health
Facilitation
Key Projects in the
Human Development Lab, USM
1. Transactional and Transformational
Neuroleadership – Zainal & Adel
2. Decision making and neuroleadership - Adel
3. Decision making and neuroeconomics – Zainal,
Takemi, & Rapida
4. Neurofeedback and Autism – Susie & Zainal
5. Bio-psychosocial impact of APEX – Susie et al.
6. Spirituality and Brainwave – Zainal & Azura
7. Mental Health and Nursing Leadership –
Ramziah & Zainal
A. Neurosciences in Business
(The Business Brain)
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Neuroeconomics
Neurofinance
Neuromarketing
Neuroethics
Neuroaccounting
Neuroleadership
Neurogovernance
Neuroeconomics – Jason Zweig
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What happens inside our brains when we think
about money? Quite a lot, actually, and some of
it isn't good for our financial health.
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The brain has been built to make basic
decisions about risk and reward. We don't
have financial circuitry in the brain. We haven't
evolved to make decisions specifically about
money.
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Jason Zweig explains why smart people make
stupid financial decisions -- and what they can
do to avoid these mistakes.
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Zweig, a veteran financial journalist, draws on
the latest research in neuroeconomics, a
fascinating new discipline that combines
psychology, neuroscience, and economics to
better understand financial decision making. He
shows why we often misunderstand risk and
why we tend to be overconfident about our
investment decisions.
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Offers some radical new insights into investing
and shows investors how to take control of the
battlefield between reason and emotion.
Neurosciences in Business
• Researchers have applied neurosciences to areas like economics,
finance and marketing.
• Arizona State University and Emory University - Business school
professors and neuroscientists to use electro-encephalograph
(EEG) machines and fMRIs to study the brain waves or images of
executives rather than those of traditional undergraduates
• Stanford University, Carnegie Mellon University and the
Massachusetts Institute of Technology - used functional Magnetic
Resonance Imaging (fMRI) to identify parts of the brain that
influence buying decisions.
• Scientists at Gallup Organization - brain research helps managers
understand why praise works: it boosts levels of dopamine, a
chemical linked to joy. http://sgml.asu.edu/news/wsj.shtml
Neurosciences in Business
“Decision Making”
Neuroleadership is the study of leadership through the lens of
neuroscience and explores central elements of leadership namely
Self-awareness, Awareness of others, Insight, Decision making,
and Influencing. http://www.neuroleadership.org/
Neuromarketing uses neuroimaging techniques to visualize the brain
area activated by stimuli related with advertising, marketing and
communication.
Neuroeconomics uses brain scans to explore economic decisions and
draw from experimental economics and psychology.
The common ground is “decision making”
Research Questions we seek answers:
1. Neuroleadership - What drives the managers' leadership behaviour
in the brain (Self-awareness, Awareness of others, Insight, Decision
making, Influencing)?
2. Neurobehaviour (Productivity) - Is there any difference in the brain
patterns of managers or subordinates or students - between high
performers and low performers, etc?
3. Neuromarketing - what parts of the brain influences buying decision?
(Carnegie Mellon and MIT are doing this)
4. Neuropsychology (Human Resources) - how does praises work in
the brain to motivate employees?
5. Neuroethics - what drives ethical/non-ethical behaviour in the brain?
6. Neurofinance - can we understand how the brain makes financial
decisions?
Research Questions we seek answers:
7. Neuroaccounting - Is mathematics good for the brain?
8. Neuroeconomics - How does playing Nintendo or Sudoku or
videogames improve memory?
9. Neuroeconomics - What happens inside our brains when we think
about money?
10. Neuroeconomics - why do smart people make stupid financial
decisions?
11. Islamic neurosciences - how does reading AlQuran/
prayers activate the brain?
12. Neuroreligion - How does meditation improve the brain?
B. Learning/Learning Disabilities
• The Human Development Lab serves as a
resource center and facilitates support groups
for ADHD, Autism, Dyslexia, and affiliates with
existing NGOs in areas of brain disorders/mental
health/learning disabilities.
• Adults, Babies, and Children
with Learning Difficulties Club
(ABCD) RM20,000 Grant/year
C. Mental Health
• Mental Health Facilitation –
• 10-14 March 2008 – National Board of Certified
Counselors International (NBCCI) trained 18
USM faculty and staff as certified trainers for
Mental Health Facilitation (MHF).
• USM is the first university in the world to be
trained by NBCCI as MHF trainers in Malaysia
and Southeast Asia.
• 8-10 November 2008 – NBCCI trained 16 USM
faculty and staff in multicultural counseling.
USM MHF Trainers (2008)
Mentor Health Facilitator
• Mental Health Facilitator (MHF) is an individual
who have the knowledge and skills to increase
the available mental health resources.
• MHF will undergo 30 hours of training in
knowledge and practical aspects of the helping
skills, mental disorder, disaster/trauma,
community service and referral to service
providers.
• USM Human Development Lab is responsible to
facilitate the MHF training in USM, Malaysia and
Southeast Asia.
Spirituality and Brainwaves
Ryuta Kawashima (Train the Brain)
argues that the brain is activated the
most by 3 activities:
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Reading aloud
Solving math problems
Writing
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Given these activities are evident to
reading the Al’Quran, we further his
findings by looking whether reading
passages would have the same effect.
Reading AlQuran using EEG
Design of Experiment
• Experiment 1 – Read the Al Fatihah in
Arabic with proper format (read aloud,
count off)
• Experiment 2 – Read the Al Fatihah
silently
• Experiment 3 – Read the translation only
• Experiment 4 – Read unfamiliar ayat or
passage for the AlQuran
MSc and PhD in Neurosciences
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Research Thrusts Areas
- Molecular and Cellular neurosciences
- Behavioral neurosciences
- Systems neurosciences
- Developmental neurosciences
- Cognitive neurosciences
- Theoretical and computational neurosciences
- Neurological diseases and aging
- Neural engineering
- Neurolinguistics
- Neurosciences education: undergraduate models, best practices
- Interface of neurosciences with all liberal arts disciplines
- Neurosciences and society, philosophy of neurosciences
- Interdisciplinary research
- Neurosciences and popular culture
- Neurosciences and the media
- Neuromarketing and neuroeconomics
MBBS/MD or equivalent degree;
BSc (Hons) in Medical Sciences/ Biotechnology/Biology/ Chemistry/Physics
or other related fields from a recognised university.
Research Collaborators
• Professor Susie See Ching Mey, School of Educational Studies
• Professor Jafri Malin Abdullah, School of Medical Sciences
• Associate Professor Zainal Ariffin Ahmad, Graduate School of
Business
• Associate Professor Ismail Baba, Dr Azlinda Azman, School of
Social Sciences
• Dr Melissa Ng Lee Yen Abdullah, Dr Nik Rosila Nik Yaacob,
Dr Rahimi Che Aman, Dr Abdul Rashid Mohamad, School of
Educational Studies
• Dr Jason KC Tye, School of Art
• Dr Nurulain Abdullah Bayanuddin, Wellness Centre
• Matron Ramziah Ahmad, Malaysian Nurses Association
International
Network and Collaborators
1. National Board for Certified Counselors
International – Mental Health Facilitation
2. Malaysian Nurses Association
3. Qualitative Research Association Malaysia
4. University of New South Wales, Sydney
May we invite KSU:
5. Kyoto Sangyo University
Groundwork
• Literature survey and review
• Identification, sourcing and purchasing the
research materials, neurofeedback (EEG) and
psychological instruments
• Identification and selection of documentary
materials (primary, secondary, oral), areas for biopsychosocial measurement, and respondents
• Acquisition, translation and adaptation of the
psychological instruments
• Pilot test the psychological instruments
Note: Discounts – NEO and OSI-R from PAR 30%
Bar-On and SA-45 from MHS 30%
Methodology
Experiments and Observations
HD Lab is equipped with one-way observations room,
standardized psychological tests, on-line softwares, and resource
materials for conducting experimental design, case studies, and
multimodel interventions in cognitive behavior therapy.
Qualitative
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Neuropsychology
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Case study
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Descriptive analysis
Quantitative
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Experiments - EEG
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Profiling
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Statistical analysis
Measurements
• Neurofeedback
EEG 32 channel Geodesic 300 system
fMRI 1.5T available for experimental economics
via USM Advanced Medical and Dental Institute
• Neuropsychological – standardized instruments,
NP case study, profiling
Cutting Edge Research in USM:
EEG in Neuroscience Research
What’s Next in the….
We have …
• the EEG machine & Brain Trainer
Research University grants –
Neurofeedback,Neuropsychological
Emotional Intelligence, Mental
Health, Learning Disabilities, KITP
• Brain Awareness Week 2008, BAW
2009 Conference
• 2 Research Officers
• PhD 2 (KITP), 1 (Neuroleadership)
• Post-doc positions available …
• We invite you !
Networking
&
Outreach
Date
Neurosciences in
Business
(Neuroleadership
Neuroeconomics
Neuromarketing)
IRW, UNSW Sydney
IASW, KSU Kyoto
18-20/02/09
27-28/03/09
Learning/Learning
Difficulties
Brainsciences@USM
Symposium
Brain Awareness Week
2nd Q09
Mental Health
ICSWS, USM
Therapeutic Arts and Play
5-6/01/09
21-28/2/09
Publications 2009
Articles
• Mental Health in Asian Countries – Susie, Zainal, & Jason
• Neuroleadership – Adel & Zainal
• Neuroeconomics – Zainal & Adel
• Neuromarketing – Zainal & Rapida
• Autism – Susie & Zainal
• Music & EEG – Jason KC & Zainal
• Hearing Impaired & EEG – Aznan & Zainal
• Learning & EEG – Ali, Hairul & Zainal
Book
• Sustainability for Human Diversity in Malaysia – Susie & Zainal
• Transdisciplinary Brainscience@USM – Zainal & Susie
Future
• Brain Mind Nexus to be housed at the
SAINS@USM http://sains.usm.my/
• USM trying to secure 7T fMRI
• Setting up of Transdisciplinary Studies
sains@usm Bukit Jambul
An integrated community
for incubation and
nurturing of start-ups from
USM’s research
community as well as
others from any parts of
the world- bring together
science, technology & the
arts…better solutions,
better products for a
sustainable tomorrow
http://www.usm.my/ver4en/sains_walk.asp
Components
Floor Area (sq ft)
%
Height
Incubators
634,100
44.5
2 to 6-s
SAINS Sdn Bhd Administration Block
86,000
6.0
3-s
Convention and Exhibition Centre
117,800
8.3
3-s
Multistorey Car Park and Commercial Block
146,100
10.3
4-s
Hotel with Club Facilities
225,000
15.8
10-s
Apartments for lease
148,800
10.4
8-s
Incubator
21,000
1.5
3-s
International School
40,000
2.8
4-s
Child Care Center
3,500
0.2
1-s
Surau
2,500
Car Park
1-s
2584 bays
Total
1,424,800
100
Design Team Scientige Sdn Bhd (lead consultant), Prisma Athira Architect and SKA Landscape
Architect. (sains@usm is a team effort with input from many USM faculties
including architects, engineers, humanities, social sciences, pure sciences, fine arts
and the Vice Chancellor)
Location
Sains@usm
will have
space for
Bukit Jambul, Penang, Malaysia
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Universiti Sains Malaysia’s Research Centres of Excellence
International collaborative partners
Knowledge based business
Commercialisation ready research
Artists colony
Incubator laboratories for Science, Engineering Technology & Arts
National laboratories
Convention and Exhibition Centre
Fine arts and science galleries
Performing arts theatre
Site Area
About 31 acres
Capacity
sains@usm will have a capacity to house about 1,000 persons
Expected
Three existing buildings are being renovated to suit sains@usm’s vision
Construction Phase I of the new buildings will start in 3rd Quarter of 2009Phase II of the new
Date
buildings will start in 2nd Quarter of 2011
Expected
Completion
Date
Phase I to complete in 4th Quarter of 2011Phase II to complete in 4th Quarter of
2013
References
Dvorak, P. & Badal, J (2007). This Is Your
Brain on the Job. September
20,2007; Page B1
http://sgml.asu.edu/news/wsj.shtml
The Business Brain In Close-Up: Can
neuroscience offer insights into the 'soft' art
of leadership? BusinessWeek, July 23,
2007.