Ah, oh, hello everyone. Thanks for coming. When it comes to using emotions to manipulate, we have there also a weapon of persuasion. One, we often use unconsciously from an early age to get attention or comfort. Ready later, we use their power to exert our influence over others. Hello, please take is 8th. Oh, oh, yeah. Researchers and experimental psychology have shown that emotions can be used to completely disconcert someone in just a few minutes. Liberty just with this test will assess your cognitive ability. Anyone can do it sophistic than a baltic tooth. It was designed for 10 year old children. Several candidates are asked to complete a puzzle. The 3 part task is to be completed as quickly as possible. But its rig mm. The candidates on the right of the screen will easily solve the puzzle because the test theyve been given is very easy. Ah. Meanwhile, the candidates on the left have been given an unsolvable task. Congratulations you past oh, its frustrating. You werent able to do it. Ah, i didnt manage, but you can make up for it with this 2nd exercise. Good, ice maker. Oh, its impossible. He cant do it. No. Ah, for psychologist benjamin lives on ski. The reactions are entirely predictable. C so could the case explain what this experiment shows is known as learned helplessness, a food you actually learn the feeling of failure will denisha just stuck. Sorry, its a bad and in a situation like this, look at the feelings of shame or even real anger towards yourself can become very strong. Let all this women, all these emotions, crease stress to some feeling of helplessness over diesel and censure. Not going to be able to do it in that it, the stress levels increase just left for the plan. You become locked in a vision that is circle is a failure or sacrifice to the to shake. I just go ahead the last part is no longer rigged. Both sides get the same easy test. The previous winners are flying, while the others are still fearful of failure. Caused entrees, it will be well stop there and ill tell you what just happened. The 1st 2 tests were impossible, he got fer, it would match up was hebrew. Irish the experiment fooled the candidates who got what sunny new youve seen, how in less than 5 minutes, you can begin to feel stupid and lose your self confidence. Because youre overwhelmed by your emotion. Eligible was english. Oh, listen, i was feeling a little confused. So i felt like he said it a little stupid. You actually become resigned. You left with frustration and helplessness. You saw a total loss of it is ah discipline then. Yeah, lucky, so said, learned helplessness is a kind of rapid onset depression. All you instead of doing what you have to do it less stress in a nest. The ties as you is and you slip into a sort of depression, making it almost impossible to do 2 plus tube seemed to fail due for many burnout develops in a very, very short period of time. Because i cool, sued for whoever succeeds the process is the exact opposite, is odessa, self confidence increase, etc. Along with concentration and powers of memorization in which are important and exercises like these is cheaper ethic, the general feeling of assurance grows fueling confidence and more success. It damage your success with this experiment was 1st conducted in the seventys and resonates in our daily lives. When we have unattainable goals or are constantly being bullied, say at school or at work, these emotions become very familiar with that. But we usually have a grip on our emotions. The mom with still they control our brains and influence our every choice. In geneva, professor david xander is director of the swiss center for effective sciences. He studies the role emotions play in Decision Making. Contact upon when this, when making choices. Are 2 types of emotions influence our decision. Yes, integral emotions and incidental emotion asi dont fully integral emotions are often useful and beneficial to Decision Making. It been while incidental emotions are the ones to be wary. I was in was struggling fullest misha. Ah, in as in igloo, the imagine having to choose between 2 fragrances in a store. Culturally, you smell both per fella and it would be logical to use your sensory, emotional growth of pleasure. You feel, for example, to choose between the 2 adults is integral emotion, arent they got it . Mm. Some emotions are useful and positive for Decision Making, while others are more damaging. Lizzie, mr. Acid, incidental emotions on the other hand, should always be avoided. So for example, this from the emotion you feel because a certain music is playing in the store or because of the assistance smile. So hell giovanna says in was although they impact your decision when to address those emotions, distract from the choices impact it. So you need to be aware of those emotions, my foss, misha, ah, be where indeed. Because these small Decision Making flaws are constantly being exploited in our daily lives, o stores, brands and sales people are armed with a battery of techniques to influence us and make us consume more and more. In recent years, emotions have become a valued commodity. A new discipline has emerged known as neuro marketing, that links neuroscience and marketing here, marketing is a field that has been around for about 1015 years. It is very popular and widely used by most major brands. The idea is that when you understand the consumer from an emotional perspective, youre able to cater to them better at the end of the day, what is really important for people to know is that you dont always behave the way you say youre going to behave. You act on the way you feel diana lu kaci is a director of a company that specializes in neural marketing and follows the emotions of customers real time as they shop at a high tech store in montreal. So were here in a typical retail environment where many products are competing for your attention. You see areas with very popular items. So you may recognize areas that have sales going on and different promotions. All of these things are designed to capture your emotions and to make sure that they keep you in here for as long as possible with them. So its going to be pretty interesting to see what triggers an emotion with people as they go shopping. Today were, were going to be doing is trying to understand how you feel about the shopping environment and whats going to grab your attention. And so on. Over here, ferdinand is going to be tracking and recording your emotional state via an e g headset. So this just records the brain activity at the surface of your brain, and it gives us an indication to let us know how you feel about different products around you though youre going to see in the store. This is an electro insightful, a gram headset. It measures electrical activity in the outer parts of the brain. Small sensors on the skull, measure neuron activity, and provide symbol information about the type of emotions that play joy and surprise. Poor conversely, fear and stress. In addition to the core emotions such as fear and joy, where measuring more sophisticated emotions, such as motivation and cognitive load and others that are tied directly to behavior, every move and thought the young woman makes is carefully monitor. Oh, after browsing a few departments, something seems to catch her od ah, well actually i shouldnt, for my kids. I was naturally attracted by that space that i, i didnt wonder why it is. I was just attracted there. They are to the lights, although clothes, the rest of the shop is more rough, more the colds. This one is a well softer, warmer, use, more willing to go into. Its blue. The young woman clearly let herself be influenced by her environment. She followed her emotions rather than assessing how useful the product might be. Neural marketing used as these techniques to help increase sales at a variety of retailers. Stores and brands are always going to try to get your attention. Theyre always going to try to get you to buy more things if a part of the store is optimized, so that its appealing to be, i n a sounds good, it feels right. Thats really what its about. Its about optimizing that Customer Experience by maybe 5 percent are 10 percent, which, you know, it sounds like a very small difference, but it can mean millions of dollars for the retailer. Ah, neural marketing is now everywhere in stores. We are constantly being influenced every time we shop often without us even realizing it, were more likely to fill larger baskets, for example. So we dont feel like were leaving empty handed. Prices are also rounded down to the nearest cent so that they always look a little cheaper. And then theres special packaging and product information. It means some of our Decision Making is not always supported by reason. Like these scenes of compulsive buying, where emotions are manipulated to push people into making quick choices. The applications are endless. The most effective scientific tools are available to companies all over the world. And they allow our emotions to be captured without us even noticing. I at the university of amsterdam brain and emotion specialists in the University PsychologyDepartment Found that a neural Marketing Company dedicated to brain imaging professor victor lama has looked at the emotions of nearly 50000 people, creating a gold mine for retailers hoping to create advertising that compels us to buy their product. Ah, when we get to particularly new advertisement, we can say, well this is going to be successful enough. So we can actually predict effectiveness, ridiculously of like 80 percent. Because you with the a from or i. You can gauge all the emotions and all the unconscious stilton stuff thats going on in peoples hands in many european countries, brain imaging is only allowed for medical purposes. But this doesnt keep Multinational Companies from conducting these types of experiments abroad. While few are prepared to admit it, many use these techniques well with functional m r i with the measure range. If you did a very detailed scale about few millimeters, basically what happens is that lent brain cells get actors as an increase in blood flowing several reaches off the brain. So we can really make a phone map. But whats going on . The whole brain functional m, r, i makes it possible to precisely see any hint of emotion experts can unlock the most intimate secrets of our grey matter. The volunteer is watching a commercial during this m r i. Mm hm. So right now we have started experiments and were showing the participants, the commercials that were testing. Yeah. And you analyze all those data time light for how they responded to what they saw on screen with. By compiling brain scans from dozens of participants, experts can predict which ads will have the biggest impact. Mm. There is a sort of aysa recipe. You see, they introduce fear, then negative emotions are involved, then they introduce a solution. Positive emotions comes in and then at the end, even more positive emotions are activated. This typically how a effect of commercial works you introduce the problem is showed a solution. And then there is and value, ah, distilling emotions, whether negative or positive without us, even being aware of it is one of the recipes for success. Ah, the emotions are based on their own networks. The brain doesnt lie. And when you look into sub conscience there, you can predict behavior after iraq, cisco of, with 16 to 20, sometimes even 30 percent. Ah, brain imaging gives advertisers almost unlimited ways to manipulate consumers and create the most striking commercials. But to get their messages across. They also borrow methods from theater and entertainment that have been used for thousands of years. Its the largest pool of inspiration to arouse emotion. Alexis, me, shelley, has created numerous works for a theater and cinema. Playing with emotions is an essential ingredient for his success. Yeah, awesome. There is a veritable austin, all of techniques for transmitting the emotions you want to convey. Ruthless with the question is what, how do you provoke that emotion . If you provoke it through empathy . Nope, its ah said to an audience cant be moved if it doesnt empathize with the characters together. Get upset once we empathize with our heroes. If something terrible happens to them, we feel sad for them. Did he involved with priest . Boy. Likewise, theres Something Wonderful happens. Were happy for them who push, ah empathy is the ingredient that creates a connection with the audience. Research shows that a person with empathy can feel the emotions of others as if they wore their own in the theatre and in cinema, the audience, his emotions are closely scrutinized and measuring viewers. Emotions is now just another step in film production. And in the business of manipulation, of proven method in the world of cinema was used at the rain Dance InternationalFilm Festival in london. Ah, this small, portable box records, the audiences emotions to provide film producers with valuable information about how to make a movie more appealing. We can identify and the type of promotion with social graph. But the amount of emotion, ah, identify and the amount of the emotional levels explain port and to attract the odeon. So here we collect both of the data. So the additional levels and emotional reaction here, we can compare 2 of the individuals from the, from the audience. So here we can see that someone has the reactive very much during the viewing. I hear one other individual that was more flat, so he was more relaxed during the viewing. Ah, measuring emotions provides a key piece of data to identify the most powerful moments weakened identified how effective this feel is. Which characters are there one of the most attractive for the audience . Which blogs or sequences are the best for the commercial or the trailers. But also wed sparse would be the late deed, so we can get an in but the full or more impact for the content. So we can attract the audience to be mares i after i saw the graphic i country, the people react and all the fin we have tested and the and a half or worse. Ah, every filmmaker dreams of high profile awards. And this kind of research has proved very useful, albeit with certain limitations corner where we made the movie edmund, we did a few test screenings and it was interesting because it allowed us to tweak to film, tighten up certain sequences that were too long ago. But the creator has the final word, we get rich, nuclear, too, individual level of emotion. What story to tell . Cuz thats up to the creator of it. Theres no software to say, well, this is perfect. What would all be using . It fits, you know, if i dont, dont go think asagwa ah, manipulating emotions is not just a lie way to encourage consumption. It also serves higher purposes, such as bringing us joy or creating surprise for us as individual primary emotions. Like these are the easiest ones to arouse, but there is another set of emotions, the ones anchored, and another persons gaze, the so called social emotions, such as shame, guilt, and trust, ah, behavioral sciences. Want to understand how one persons emotions can influence on others or even an entire group. Here, in the Southern Italian region of polio, researchers wanted to test social emotions at a large music festival. A few new experiments based on gambling, entrust. Were set up to study theories that cannot be observed in the laboratory. Giuseppe auto nazi is a professor of applied economics that france has National Center for scientific research, who specializes in behavioral economics. We wanted to set up, we want to and i see incidents of specific emotions, all that such as al theresa lack of trust on him and guilty, alfred. Sense of these emotions are interrelated. I think that would be a lot of the team of about 20 scientists had a unique playground, a crowd of 80000. 00 during each game to strangers were recruited to try and when was that . Isnt it . When we were going to give people an 8 euro voucher at santa and they have to decide whether to keep it or give it away the limits of it. Sam. Okay. Assume people are selfish. It individualistic legally and dont care much about others. Okay. For in your city, ah, contestants were given a series of cups within a tub. The cup with the most white balls, had the best chance of winning the 8 euro voucher, while the one with only one white ball had the lowest chance of winning. After selecting a cup, candidates were asked to close their eyes and pull out a single ball. If they picked a white ball, they won the voucher. But if they got an orange ball, the voucher went to the other contestant. The game played throughout the evening, allowed researchers to test the behavior of the concert goers. They were divided by how they acted selfishly, or altruistically. Take this participant, she 1st had to select a cup. The one with the most white balls would have given her the best chance of winning and would have been the most selfish choice. The other would have increased her chance of losing and allow this man who she doesnt know to win. Instead, this would have been the altruistic choice. When it gets me to shame, what did you choose fancy . Ah, she made the selfish choice, trying to secure victory. Ah, but the scientist added a bit of guilt. So he sent a message to the other team, informing them of her selfish choice. She felt guilty of some im not going massage. A lot of it sends a more positive message to the other player. Shane, pick it up to participants at bush, and she realized he didnt trust her to call. So she decided to show him shes a better, more selfless person than he thinks. Well look it up because she wants to pain sac policy and it worked against all odds guilt one out, and the girl agreed to change her choice. 600 people participated in the test of the concert. While many tended toward selfishness, the results also revealed altruism. Look at you compare these results with laboratory data. I think you can see that people who are a little more generous is to have more guilt because theres another feeling that comes into play and to get from the jail, which comes to them from revealing oneself and to be a selfish person. I. People at the concert proved to be more altruistic than researchers initially thought. This seemed to be a positive influence of the group and the particular context. Keith mission was to want shuttle collapse, will not talk. They are feeling a range of emotions and experiences that can make them more generous than most hypothetical thought long. And this sort of kid channels may be because there are a lot of them is offensive or maybe because of the festive atmosphere. Laughing dancing, and having fun rock could be done. He. Dec. Well, again, getting idea is that cultural events play a role and creating generosity. Jeanette outage in the visitor, ah, emotions then can be used to control and entire group, or even society as a whole. Ah, but these contagious and collective emotions can also serve darker, causes a manipulating opinions can influence a vote and raise the spectre of an undemocratic regime. So why active voting and choosing a candidate is emotional. The canada in was in it. Ah no quest we based asked election on a few ideas. A few criteria is not a complete program or a complete analysis is sunday. Humans a just not that rational where rather irrational is so new to you than if by using the flows in our thinking. The winner is simply the one who has the best mastery of human psychology and do something ah, the use of emotions as a weapon of mass. Persuasion has often wreaked havoc, fake news. As the most recent example. It serves the wave of emotions and most importantly of fear, ah, fear is one of the strongest emotions and its very powerful. But theres other types of emotions that are very powerful, disgusts, contempt and hatred. Terrorist groups and ass white supremacist groups and other types of extreme ideological groups are people who are using that language to get their message out and to recruit people into their cause. Ah, manhattan at new York Universitys Department of social and cognitive psychology, professor j van babel is closely monitoring new attempts that political manipulation hey, billy. Hey, hows it going to seen the news today . I have it was the latest you have the president s continuing to rage sunday about the ukraine call whistleblower. Yeah, i think its right. Hes using a lot of these moral emotional words in his tweets perhaps to draw engagement on twitter. I each of Donald Trumps media releases is deciphered here among leading politicians. Hes perhaps the one who most exploits the power of emotions. Its the main ingredient of his politics a to prove it. These researchers trawled social networks in search of a very characteristic emotional vocabulary. In one way is to take existing dictionaries or lexicons that basically lists many words, usually thousands of words that are typically associated with people express in emotional language. So for instance, you have words like terrorism kill attack victim, and you can see that these are where that typically are evocative of emotional rosalind people their Search Engine targeted a total of more than 5000. 00 powerful emotional words. Scientists were then able to count the posts with that vocabulary. And we find that when people use these types of language in their tweets, its associated with greater sharing and greater lakes among people. So on average, we find about a 20 percent increase in sharing when people use moreland, emotional language in their tweets their analyses of the web go even further alongside the tweets from political leaders that are widely shared across social networks. Theres also the array of erroneous and falsified information known as fake news. C there was a massive study that found that fake news was more likely to spread farther than real news. And the reason seemed to be because it was had emotional content. Its designed to trigger outrage or anger or sadness or joy. And that emotional content is part of what help spread it with fake news spread 6 times faster on the web than traditional news. Oh, our brains can be blindly fool, as illustrated by this fake news item that went around the world in just a few days after Donald Trumps election victory in 2016. This was the largest audience to ever witness an inaugurating period, both in person and around the globe. This statement by the white house spokesman was quickly refuted by the american press, supported by aerial photographs of the crowd gathered in front of the capital. And what you can see is that the crowd sizes are remarkably different. Brock obama had a vastly larger crowd, so we knew that he was lying to the american public. And so why are they telling people that because they wanted to shape their perceptions of what was actually happening. Bmw, a political polling firm surveyed a 1000 people in an attempt to identify those who may have believed this fake news. And those who faced with the evidence continued to believe it when political scientists have looked at how people saw these crowd sizes for donald trump versus brock obama, they found that about 15 percent of Trump Supporters got it wrong. They saw this much smaller crowd is larger. And so what it suggests is that trump, voters are expressing beliefs that dont match reality. According to this researcher and cognitive psychology, this phenomenon is linked to the emotions that support peoples political beliefs. We developed a theory about what we call the partisan brain and its how identities shape our beliefs, why people are led to believe misinformation lies propaganda. So what might be happening for people inside the brain is it might be really threatening when they see that the crowd is smaller for trump, and thats creating a negative emotion. And when theyre presented with evidence that contradicts at it, threatens their status, it threatens their sense of belonging. And so they engage in all of these patterns of activation in their brain to suppress it. All of these things are various strategies that we can do to shut down information thats threatening to us. The research gives an insight into political leaders, attempts and manipulation. Both donald tromp in the United States and bore as johnson and the u. K. Have benefited from fake news campaigns, skillfully orchestrated and widely shared across the web. For social networks in particular are bursting with the type of emotional data left by users. That is a mine of information for anyone wanting to manipulate people every day. The thousands of emotional expressions that arouse us can be captured through our computers or smartphones. But this massive surveillance of our state of mind is also invading the public arena. And a scale of its influence could become even more worrying. Ah, security concerns linked to facial recognition of emotions include the threat of mass control and this start up in mass. In the east of france, a team of computer scientists is developing facial Recognition Software to monitor emotions. Only that ability, you saw these algorithms so are being trained to detect things in the image. Its a mathematical process that looks at millions and millions of images keys, you know, and learns what a car isnt. Image one, a person in skin and what an emotion is ethan skinny machine i put in that is so we will go through a 3 motions and we will test the software. Can you try to to before i finish . Ok, buffet, perfect. We can see whats detected in the interface. You little boxes appear for each a motion. Ok, and i can, we try to go to anger. Nothing. Thats good. It just changed instantly. So now we can do it for all the emotions, whether happiness, surprise, disgust, or fear. The idea is to capture a 100 facial micro expressions to detect emotions for a specific purpose. Level can use only emotion recognition can be used for a range of purposes depending on scale for, for example, across territories. If its an effective way of monitoring well being. So and seeing where it is more or less prevalent, isnt to try to make it as consistent as possible on the prism wouldnt with cb. Mm. Well, for example, any but it could replace the smiley buttons you pressed to say whether you are satisfied mom by showing if a type of public transport is satisfactory or whether a place a cafe, an area is pleasant to be end of the application could target the emotions of a city of it, then there are potential person to person applications deploy for example, during Job Interviews, which on the bush as well as the analysis of emotions linked to the answers given you see theres also potential feedback for interviewees. Ok to improve the interview process usual finding out which subjects they may be comfortable or uncomfortable with and practicing for a Job Interview or for interviews in general, launching i but the technology also raises many societal and ethical issues. And it predict behavior based on a simple expression. Oh, for specialists such as will ma movie, these technologies must be handled with great care. But we are already familiar with them in certain contexts. Netflix is taking emotions in, say, apple, its seems reasonable. Sure. The idea of anticipating negative emotions can allow us to take measures and prevent dangerous events. Yes, for security purposes in sensitive areas of anything, you can power plants, airports. Why not . We know there are rules in an airport. We have low or what, but in the streets . No, i dont know how we are in the street with that authorization. Its a real problem that will hopefully today, one country is especially well known for its use of facial recognition to track citizen china. The country has now set up hundreds of millions of cameras across its territory to create a vast social Rating System for its population. I and it could go beyond Video Surveillance with connected headsets in companies or Schools Monitoring any slight variations and emotion. Ah, but as well as using the technology to improve learning or working conditions, there is the prospect of unwanted surveillance of performance and productivity ah, losing your inner emotions reflects your private so its only natural to communicate by conveying emotions. So can you get shock with im angry, you will react and you will affect your behavior. The emotions can be conveyed and shared if you so choose me cut us. But the constant tracking of emotions is the violation of our psychology. Its dangerous because it goes beyond acceptable limits, and also the skus in the meter, and the best that the our world is changing. But we can still choose to control the use of these technologies and learn how to thwart attempted manipulation by questioning our emotions. Ah, [000 00 00;00] ah, to india, the glaciers or melting Climate Change shows its true phase in the indian state. Mash del pradesh, the solution. Reducing c o 2 through e buses. Will this was in 30 minutes on d. W. Off the coast of grease russian oil is being sold illegally. An Investigative Team documents the criminal activity on the you can see as greek should toners pump oil from russian tanka, they violate the you, oil embargo on the massive scale focus on 90 minutes on d. W. Imagine how many portion of lunch us heard out in the world right now. Climate change very often story. This is life less the way from just one week. How much work can really get we still have time to go. Im going all with his subscriber all morning. He was like oh ah ah, this is the w news coming to live from berlin. Hurricane ian ripped into parts of the us state of florida, putting inundate cities. The power goes out from millions of residents and Authorities Say the worst isnt over as the storm slows but brings more rain also coming up, we do not accept the sham referenda and any kind of annexation in ukraine. European union plans further sanctions after moscow says occupied regions of