Associate Professor Zainal Ariffin Ahmad drzaba2001@yahoo.com

Azura Abdul Halimhdlab2007@yahoo.com

Showcase: Neurosciences in Business

at the Human Development Lab

Graduate School of Business, USM, 11800 Penang MALAYSIA

Tel: 604-6532534Fax: 604-6577448

Brain Mind Nexus@USM

Associate Professor Dr. Zainal Ariffin AhmadDoctor of Education (Ed.D.) 1994, M.B.A. 1989, B.Sc. 1987

Northern Illinois University

• 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.

• 20 years of training and consultancy experiences at Northern Illinois University and Universiti Sains Malaysia.

• 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).

• 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

• 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.

• 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.

• Supervises doctoral (PhD & DBA) and master’s (MBA) candidates in the areas of organizational behavior, human resource management, neuroleadership, and neuroeconomics.

• Active researcher, has completed 10 national research projects to date and co-written 4 books and numerous journal articles and conference papers.

• Married with 3 children.

• Contact 04-6532534 or 0164909461 or zaba@usm.my.

Agenda

• About USM• About Human Development Lab• Research Collaborators• Key Projects• International Network and Collaborations• Presentation• Publication• Future• Invitation to join sains@usm

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

Universiti Sains Malaysia1969-2009

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, neuro-psychological 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 (NeuroleadershipNeuroeconomicsNeuromarketing)

Decision Making

Adel Tajasom Rapida SaimiTakemi FujikawaJason KC Tye

PhDRO/MA

B. Learning/ Learning Difficulties

LateralityAutism

Ali Al-GhafriSarojeni Zufadlina A Razak

PhDMBARORA

C. Mental Health Mental Health Facilitation

Bio-psychosocialSpirituality - Azura A Halim

AURA

Key Projects in the Human Development Lab, USM

1. Transactional and Transformational Neuroleadership – Zainal & Adel

2. Decision making and neuroleadership - Adel3. Decision making and neuroeconomics – Zainal,

Takemi, & Rapida4. Neurofeedback and Autism – Susie & Zainal 5. Bio-psychosocial impact of APEX – Susie et al.6. Spirituality and Brainwave – Zainal & Azura7. Mental Health and Nursing Leadership –

Ramziah & Zainal

A. Neurosciences in Business (The Business Brain)

• Neuroeconomics • Neurofinance • Neuromarketing • Neuroethics • Neuroaccounting • Neuroleadership • Neurogovernance

Neuroeconomics – Jason Zweig• 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.

• 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.

• Jason Zweig explains why smart people make stupid financial decisions -- and what they can do to avoid these mistakes.

• 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.

• 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 ofneuroscience and explores central elements of leadership namelySelf-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:

• Reading aloud• Solving math problems • Writing

• 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• 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 bio-psychosocial 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• Neuropsychology • Case study• Descriptive analysis

Quantitative• Experiments - EEG• Profiling• 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

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 !

What’s Next in the….

Networking & Outreach

Date

Neurosciences in Business (NeuroleadershipNeuroeconomicsNeuromarketing)

IRW, UNSW SydneyIASW, KSU Kyoto

18-20/02/0927-28/03/09

Learning/Learning Difficulties

Brainsciences@USM SymposiumBrain Awareness Week

2nd Q09

Mental Health ICSWS, USMTherapeutic Arts and Play

5-6/01/0921-28/2/09

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 & ZainalBook• 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   1-s

 Car Park 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 Bukit Jambul, Penang, Malaysia

Sains@usm will have space for

o          Universiti Sains Malaysia’s Research Centres of Excellenceo          International collaborative partnerso          Knowledge based businesso          Commercialisation ready researcho          Artists colonyo          Incubator laboratories for Science, Engineering Technology & Artso          National laboratories o          Convention and Exhibition Centreo          Fine arts and science gallerieso          Performing arts theatre

Site Area About 31 acres

Capacity sains@usm will have a capacity to house about 1,000  persons

Expected Construction Date

Three existing buildings are being renovated to suit sains@usm’s visionPhase I of the new buildings will start in 3rd Quarter of  2009Phase II of the new 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.