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modelling and pRedicting Human decision-making Using Measures of subconscious Brain processes through mixed reality interfaces and biOmetric signals

Objective

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.

Field of science

  • /natural sciences/computer and information sciences/artificial intelligence
  • /natural sciences/biological sciences/neurobiology
  • /natural sciences/biological sciences/neurobiology/neuroscience/cognitive neuroscience
  • /natural sciences/biological sciences/neurobiology/neuroscience

Call for proposal

H2020-MSCA-ITN-2018
See other projects for this call

Funding Scheme

MSCA-ITN-ETN - European Training Networks

Coordinator

UNIVERSITAT POLITECNICA DE VALENCIA
Address
Camino De Vera Sn Edificio 3A
46022 Valencia
Spain
Activity type
Higher or Secondary Education Establishments
EU contribution
€ 501 809,76

Participants (7)

AALBORG UNIVERSITET
Denmark
EU contribution
€ 297 522
Address
Fredrik Bajers Vej 7K
9220 Aalborg
Activity type
Higher or Secondary Education Establishments
UNIVERSITATSKLINIKUM BONN
Germany
EU contribution
€ 252 788,40
Address
Venusberg-campus 1
53127 Bonn
Activity type
Higher or Secondary Education Establishments
UNIVERSITA DI PISA
Italy
EU contribution
€ 522 999,36
Address
Lungarno Pacinotti 43/44
56126 Pisa
Activity type
Higher or Secondary Education Establishments
UNIVERSITAT DE VALENCIA
Spain
EU contribution
€ 501 809,76
Address
Avenida Blasco Ibanez 13
46010 Valencia
Activity type
Higher or Secondary Education Establishments
ARTINIS MEDICAL SYSTEMS BV
Netherlands
EU contribution
€ 265 619,88
Address
Einsteinweg 17
6662 PW Elst
Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
G.TEC MEDICAL ENGINEERING GMBH
Austria
EU contribution
€ 264 207,24
Address
Sierningstrasse 14
4521 Schiedlberg
Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
NEURONS INC APS
Denmark
EU contribution
€ 297 522
Address
Anders Larsensvej 11
4300 Holbaek
Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)

Partners (2)

UNIVERSITAT LINZ
Austria
Address
Altenberger Strasse 69
4040 Linz
Activity type
Higher or Secondary Education Establishments
STICHTING KATHOLIEKE UNIVERSITEIT
Netherlands
Address
Geert Grooteplein Noord 9
6525 EZ Nijmegen
Activity type
Higher or Secondary Education Establishments