Innovating Works

RHUMBO

Financiado
modelling and pRedicting Human decision making Using Measures of subconscious Br...
modelling and pRedicting Human decision making Using Measures of subconscious Brain processes through mixed reality interfaces and biOmetric signals Recent breakthroughs in neuroeconomics are helping to understand how the human decision-making process takes place. Although latest advances have revealed that most of the brain processes that regulate our emotions, attitudes and... Recent breakthroughs in neuroeconomics are helping to understand how the human decision-making process takes place. Although latest advances have revealed that most of the brain processes that regulate our emotions, attitudes and decisions are beyond our consciousness (implicit processes), many companies are still making strategic decisions relying upon explicit measures such as questionnaires and focus groups. However, the consumer neuroscience market is rapidly growing and demands new knowledge, new skills and new approaches to adapt to the technological evolution of the sector but also for comprehending and communicating with consumers. These requests only find a partial match in existing doctoral programmes. RHUMBO addresses this challenge by delivering an innovative multinational, multi-sectorial, and multidisciplinary research and training programme in cognitive neuroscience, transparently immersive experiences and artificial intelligence with a focus on neuro-business. From the research point of view, RHUMBO will produce tools and models to predict human decision-making in business environments. RHUMBO will use mixed reality technologies (MRT) together with different biometric signals (fMRI, fNIRS, eye tracking, EEG, etc.), supported by artificial intelligence processing techniques, to examine consumer behavioural patterns during dynamic, complex and realistic situations for a deeper understanding of internal consumer psychological states. With this purpose, RHUMBO’s partnership aggregates relevant scientific staff from the academic and corporate worlds which will be involved in a high-level personalised training programme that will guarantee ESRs and future PhD students outstanding Career Opportunities in the consumer behaviour sector and beyond. RHUMBO will disseminate results to a wide spectrum of stakeholders, create awareness in the general public about neuroscience and encourage neuroscience vocational careers among young students. ver más
30/04/2023
UPV
3M€
Duración del proyecto: 56 meses Fecha Inicio: 2018-08-17
Fecha Fin: 2023-04-30

Línea de financiación: concedida

El organismo H2020 notifico la concesión del proyecto el día 2023-04-30
Línea de financiación objetivo El proyecto se financió a través de la siguiente ayuda:
MSCA-ITN-2018: Innovative Training Networks
Cerrada hace 6 años
Presupuesto El presupuesto total del proyecto asciende a 3M€
Líder del proyecto
UNIVERSITAT POLITÈCNICA DE VALÈNCIA Es la prestacion del servicio publico de la educacion superior mediante la docencia, el estudio y la investigacion. son funciones de la univ...
Total investigadores 683