PassiveValueMarkers
Financiado
Identification and change of passive value markers in the laboratory and natural...
Identification and change of passive value markers in the laboratory and naturalistic environments
When you look at a given object - are you calculating its value even if not prompted to doWhen you look at a given object - are you calculating its value even if not prompted to do so? Most theories of valuation claim that choice,...
When you look at a given object - are you calculating its value even if not prompted to doWhen you look at a given object - are you calculating its value even if not prompted to do so? Most theories of valuation claim that choice, prompt or in general elicitation are needed to induce valuation. However, the well-known mere exposure effect dating back to 1968, suggests that merely viewing an item can induce valuation and even enhance value. In this proposal I aim to demonstrate that valuation is an early and automatic process relying on visual, attentional and motor systems. PassiveValueMarkers offers a novel framework to identify biomarkers of value of individual items passively, without elicitation. The aims of PassiveValueMarkers are: 1) Identifying behavioural and neural passive markers for individual items using computational modelling in and influencing these markers ; 2) Detecting passive markers of value in gaze pattern analysis behaviourally and in the brain using fMRI; 3) Considering the gap that exists between laboratory studies and the real world, I will identify passive value markers in naturalistic virtual reality environments. The overreaching aim of this proposal is to develop a new theoretical framework on individual passive value construction and change. To do so, I will use a unique combination of neuroimaging, computational modelling, gaze-tracking analysis and virtual reality. This research will directly address an understudied area of how value for individual items is formed by the brain without active prompt or elicitation. Uncovering the mechanisms of passive value representation at the single item level and individualized per participant, will allow to design closed loop manipulations at the item level. This approach will serve as the basis for developing novel evidence-based methods for enhanced preference modification in healthy participants and in disorders with abnormal valuation such as addictions, mental illness, and eating disorders.
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Duración del proyecto: 59 meses
Fecha Inicio: 2023-07-01
Fecha Fin: 2028-06-30
Fecha Fin: 2028-06-30
Línea de financiación: concedida
El organismo HORIZON EUROPE notifico la concesión del proyecto el día 2023-07-01
Línea de financiación objetivo
El proyecto se financió a través de la siguiente ayuda:
ERC-2022-COG:
ERC CONSOLIDATOR GRANTS
Cerrada
hace 2 años
Presupuesto
El presupuesto total del proyecto asciende a
2M€
Líder del proyecto
TEL AVIV UNIVERSITY
No se ha especificado una descripción o un objeto social para esta compañía.
Perfil tecnológico
TRL
4-5
Perfil tecnológico
TRL
4-5