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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.

Coordinator

UNIVERSITAT POLITECNICA DE VALENCIA
Net EU contribution
€ 501 809,76
Address
Camino De Vera Sn Edificio 3a
46022 Valencia
Spain

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Region
Este Comunitat Valenciana Valencia/València
Activity type
Higher or Secondary Education Establishments
Other funding
€ 501 809,76

Participants (7)

AALBORG UNIVERSITET
Denmark
Net EU contribution
€ 346 613,13
Address
Fredrik Bajers Vej 7k
9220 Aalborg

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Region
Danmark Nordjylland Nordjylland
Activity type
Higher or Secondary Education Establishments
Other funding
€ 346 613,13
UNIVERSITATSKLINIKUM BONN

Participation ended

Germany
Net EU contribution
€ 203 635,10
Address
Venusberg-campus 1
53127 Bonn
Region
Nordrhein-Westfalen Köln Bonn, Kreisfreie Stadt
Activity type
Higher or Secondary Education Establishments
Other funding
€ 203 635,10
UNIVERSITA DI PISA
Italy
Net EU contribution
€ 522 999,36
Address
Lungarno Pacinotti 43/44
56126 Pisa

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Region
Centro (IT) Toscana Pisa
Activity type
Higher or Secondary Education Establishments
Other funding
€ 522 999,36
UNIVERSITAT DE VALENCIA
Spain
Net EU contribution
€ 501 809,76
Address
Avenida Blasco Ibanez 13
46010 Valencia

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Region
Este Comunitat Valenciana Valencia/València
Activity type
Higher or Secondary Education Establishments
Other funding
€ 501 809,76
ARTINIS MEDICAL SYSTEMS BV
Netherlands
Net EU contribution
€ 265 619,88
Address
Einsteinweg 17
6662 PW Elst

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SME

The organization defined itself as SME (small and medium-sized enterprise) at the time the Grant Agreement was signed.

Yes
Region
Oost-Nederland Gelderland Arnhem/Nijmegen
Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
Other funding
€ 265 619,88
G.TEC MEDICAL ENGINEERING GMBH
Austria
Net EU contribution
€ 264 207,24
Address
Sierningstrasse 14
4521 Schiedlberg

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SME

The organization defined itself as SME (small and medium-sized enterprise) at the time the Grant Agreement was signed.

Yes
Region
Westösterreich Oberösterreich Steyr-Kirchdorf
Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
Other funding
€ 264 207,24
NEURONS INC APS
Denmark
Net EU contribution
€ 297 522,00
Address
Anders Larsensvej 11
4300 Holbaek

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SME

The organization defined itself as SME (small and medium-sized enterprise) at the time the Grant Agreement was signed.

Yes
Region
Danmark Sjælland Vest- og Sydsjælland
Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
Other funding
€ 297 522,00

Partners (2)

Partner

Partner organisations contribute to the implementation of the action, but do not sign the Grant Agreement.

UNIVERSITAT LINZ
Austria
Net EU contribution
€ 0,00
Address
Altenberger Strasse 69
4040 Linz

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Region
Westösterreich Oberösterreich Linz-Wels
Activity type
Higher or Secondary Education Establishments
Other funding
€ 0,00
Partner

Partner organisations contribute to the implementation of the action, but do not sign the Grant Agreement.

STICHTING RADBOUD UNIVERSITEIT
Netherlands
Net EU contribution
€ 0,00
Address
Houtlaan 4
6525 XZ Nijmegen

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Region
Oost-Nederland Gelderland Arnhem/Nijmegen
Activity type
Higher or Secondary Education Establishments
Other funding
€ 0,00