Human psychophysiological and genetic approaches in neuroentrepreneurship

The field of neuroscience has considerably expanded in the last decades. Researchers have used neuroscientific techniques to study a wide range of phenomena in entrepreneurship, business, economics, and marketing fields. The purpose of this chapter is to provide in a single source an outlook on the state-of-the-art techniques in cognitive neuroscience useful to address questions within business and economics realms. Here we particularly focus on two groups of highly insightful and non-invasive techniques: electrophysiologics (EEG, MEG, ECG, EMG, EOG, eye tracking, and electrodermal activity) and behavioral genetics (twins studies, family studies, adopted studies, psychoneuroendocrinology). The techniques can complement more commonly used methodologies (such as fMRI) to provide a holistic picture of the phenomena under study. We further highlight the advantages and disadvantages of each technique and conclude providing examples of potential research questions that can be answered using each instrument.