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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 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.


Net EU contribution
€ 501 809,76
Camino de vera sn edificio 3a
46022 Valencia

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Este Comunitat Valenciana Valencia/València
Activity type
Higher or Secondary Education Establishments
Other funding
€ 0,00

Participants (7)

Partners (2)