Researchers from ETH Zurich, the University of Zurich and Columbia University, New York have recently developed a computer model that can predict a person’s certain basic decisions. The details of this model were recently published in the journal Nature Neuroscience.
The model, so developed, is said to predict on situations that do not have much to do with a person’s decisiveness but with the way his/her brain processes information. One of such decisions can be of selecting which food item to consume. The model provides results with high accuracy.
How this model works
The model is based on subjective valuation structure that is stored in one’s brain. The brain uses this structure to store information, memories, and experiences in regard to past decisions. In addition to this, it is also capable of storing new experiences.
Because the brain is constantly taking in information all the time through sense organs like eyes, ears, nose etc, this internal structure helps in relieving the brain’s burden. Hence, increasing its efficiency.
To check the reliability of the model, people assessed 60 everyday products from a Swiss supermarket. These people were asked about the quantity they wanted to consume of each of these 60 products. To measure the variability of brain signals to produce such ratings, this process was performed twice.
In the second phase of this study, these same people were asked to choose one out of two products. The same study was done on the data fetched to the computer and to their surprise, the results matched at every step.
Application of this model
Neurologist Rafael Polanía, leader of the model, said, “The new model accurately predicts which food the test subject will choose in the vast majority of cases and also how often you will change your mind”.
Polanía added, “We can apply this model to all decisions that are based on subjective valuations. For instance, marketing experts could use it to better predict which products will resonate with the public. Economists could use it for calculating prices more accurately.”
Along with a few certain decisions, this model may soon also be capable of taking a few health-based decisions. Polanía’s team is currently working on adding this feature to the model.