Neurophysiological methods in entrepreneurial finance: a deep dive into EEG and eye-tracking

Oguzhan Okumus, Silvia Stroe and Charlotta Sirén

Chapter 16 in Field Guide to Entrepreneurial Finance, 2026, pp 309-332 from Edward Elgar Publishing

Abstract: Technological advances in neuroscience have made neurophysiological research methods accessible to various fields of study, opening up a variety of novel research questions and theoretical angles to be explored. However, despite these developments, the field of entrepreneurial finance has been slow to adopt these methodologies. Neurophysiological methods have significant potential to deepen the understanding of key factors influencing both investor and entrepreneur decision making by providing objective, real-time insights into cognitive and emotional processes that traditional methods often overlook. This chapter provides an overview of neurophysiological methods, along with their respective strengths and limitations. Two of the methods: electroencephalogram (EEG) and eye-tracking are the specific focus. Finally, this chapter identifies promising directions for future research in entrepreneurial finance and suggests how these methods might contribute to them.

Keywords: Neurophysiological Methods; Decision Making; Investors; Entrepreneurs; EEG; Eye-tracking (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035342495
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