Scientific findings have suggested a two-fold structure of the cognitive process. By using the heuristic thinking mode, people automatically process information that tends to be invariant across days, whereas by using the explicit thinking mode people explicitly process information that tends to be variant compared to typical previously learned information patterns. Previous studies on creativity found an association between creativity and the brain regions in the prefrontal cortex, the anterior cingulate cortex, the default mode network and the executive network. However, which neural networks contribute to the explicit mode of thinking during idea generation remains an open question. We employed an fMRI paradigm to examine which brain regions were activated when participants (n = 16) mentally generated alternative uses for everyday objects. Most previous creativity studies required participants to verbalize responses during idea generation, whereas in this study participants produced mental alternatives without verbalizing. This study found activation in the left anterior insula when contrasting idea generation and object identification. This finding suggests that the insula (part of the brain’s salience network) plays a role in facilitating both the central executive and default mode networks to activate idea generation. We also investigated closely the effect of the serial order of idea being generated on brain responses: The amplitude of fMRI responses correlated positively with the serial order of idea being generated in the anterior cingulate cortex, which is part of the central executive network. Positive correlation with the serial order was also observed in the regions typically assigned to the default mode network: the precuneus/cuneus, inferior parietal lobule and posterior cingulate cortex. These networks support the explicit mode of thinking and help the individual to convert conventional mental models to new ones. The serial order correlated negatively with the BOLD responses in the posterior presupplementary motor area, left premotor cortex, right cerebellum and left inferior frontal gyrus. This finding might imply that idea generation without a verbal processing demand reflecting lack of need for new object identification in idea generation events. The results of the study are consistent with recent creativity studies, which emphasize that the creativity process involves working memory capacity to spontaneously shift between different kinds of thinking modes according to the context.

Access to this document was granted through an Emerald subscription provided by LINKOPINGS UNIVERSITET For Authors:If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comWith over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business, society, public policy and education. In total, Emerald publishes over 275 journals and more than 130 book series, as well as an extensive range of online products and services. Emerald is both COUNTER 3 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The importance of innovations in business management is a widely accepted hypothesis. Lately the research on innovation has widened to include consideration of the impact of social networks on the innovation. This paper aims to contribute to research on this approach by suggesting a framework for studying the social aspects of economic innovations. Design/methodology/approach -The paper discusses economic innovation as a product of organizational competencies, highlighting the importance of social network. Findings -This paper has three goals: we clarify the concept of economic innovation, we present the essential questions for studying the economic innovation process, and we present a proposal for an empirical approach and address problems in collecting data about economic innovations. Originality/value -The paper opens a new, socio-psychological approach to studying the innovation processes. It proposes a holistic approach to the phenomenon by combining these with the material aspects of an organization. The paper provides a scientific framework for a new research program.

<p class="Abstract"><strong>Abstract--</strong>The user’s emotional involvement plays an important role in adopting new technologies. The level of engagement with and adoption of new digital applications depends on various personal, contextual, and emotional factors. In our study, we assessed the personal factors, such as gender differences, of perceiving and adopting technologies such as virtual reality (VR), augmented reality (AR), and conventional video. Furthermore, we assessed what kind of emotions are involved in and invoked by the context of new technologies. This is a quantitative study in which students were asked to perform experiments on VR, AR, and conventional videos. After the experiments, participants were asked to fill out a predefined survey about their emotional reactions to the experiments. The results show, unlike the prior research, that female participants were more enthusiastic about the usage of new technologies than males. The user experience of VR, AR and conventional videos triggered more positive emotions among females than males. For practitioners, the results  suggest that the audio-visual technologies could engage more females than males. For academics, this study provides further research on how to trigger users to adopt new audio-visual technologies<em>. </em></p>

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PurposeThis study examines students' emotional responses to augmented reality (AR) applications and their willingness to share on social media. It also compares user experiences of AR and virtual reality (VR).Design/methodology/approachIn line with expectation disconfirmation theory, the study focuses on students' experiences in the post-adoption situation where they had gained actual experiences of AR applications. The participants in this case study included 100 undergraduate students from higher educational institutes.FindingsAugmentation as a value-creating mechanism seems to create surprising emotional reactions, as it created completely new and unexpected experiences for first-time users. This study also shows that positive user experiences increased the students' willingness to share AR content on social media channels. In addition, AR seems to be easier to adopt than does VR with “cardboard-style” VR headsets.Research limitations/implicationsMore research is needed to determine which specific features of AR applications and pedagogical methods create positively surprising emotional experiences that affect rewarding learning experiences and social media sharing.Practical implicationsThe results of this study allow designers and educators to select educational technologies that emotionally engage students to use and share them. Positively surprising emotional experiences are important for rewarding learning experiences. The findings also provide hints on the future preferences of new AR users.Originality/valueThis study created a new understanding of the emotional determinants of AR adoption and sharing on social media.

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Consumers can have difficulty expressing their buying intentions on an explicit level. The most common explanation for this intention-action gap is that consumers have many cognitive biases that interfere with rational decision-making. The current resource-rational approach to understanding human cognition, however, suggests that brain environment interactions lead consumers to minimize the expenditure of cognitive energy according to the principle of Occam's Razor. This means that the consumer seeks as simple of a solution as possible for a problem requiring decision-making. In addition, this resourcerational approach to decision-making emphasizes the role of inductive inference and Bayesian reasoning. Together, the principle of Occam's Razor, inductive inference, and Bayesian reasoning illuminate the dynamic human-environment relationship. This paper analyzes these concepts from a contextual perspective and introduces the Consumer Contextual Decision-Making Model (CCDMM). Based on the CCDMM, two hypothetical strategies of consumer decision-making will be presented. First, the SIMilarity-Strategy (SIMS) is one in which most of a consumer's decisions in a real-life context are based on prior beliefs about the role of a commodities specific to real-life situation being encountered. Because beliefs are based on previous experiences, consumers are already aware of the most likely consequences of their actions. At the same time, they do not waste time on developing contingencies for what, based on previous experience, is unlikely to happen. Second, the What-is-Out-therein the World Strategy (WOWS) is one in which prior beliefs do not work in a real-life situation, requiring consumers to update their beliefs. The principle argument being made is that most experimental consumer research describes decisionmaking based on the WOWS, when participants cannot apply their previous knowledge and situation-based strategy to problems. The article analyzes sensory and cognitive biases described by behavioral economists from a CCDMM perspective, followed by a description and explanation of the typical intention-action gap based on the model. Prior to a section dedicated to discussion, the neuroeconomic approach will be described along with the valuation network of the brain, which has evolved to solve problems that the human has previously encountered in an information-rich environment. The principles of brain function will also be compared to CCDMM. Finally, different approaches and the future direction of consumer research from a contextual point of view will be presented.