W. Ah, who has never played the emotion cards again, an advantage or when someone over joy, fear, anger, surprise, our main emotions are powerful, weapons of persuasion and manipulation, emotions shape are mental abilities and our Decision Making occasionally causing us to lose all sense of reason. From neural marketing, to fake news and surveillance, tracking emotions as part of our modern societies and emotions have become a major commodity for retailers. Industrialists and political leaders alike, ah deciphered sometimes fabricated and distilled for better or for worse. We are all manipulated by our emotions. Ah ah no, hold on. Hello everyone. Thanks for coming. When it comes to using emotions to manipulate, we have to go back to basics. We see that the brain has a rational part which calculates like a computer, while another part handles emotions and makes decisions more spontaneously. So if you want to manipulate someone using a motion to compel, if you 1st need to overwhelm the calculating part is shown to calculate during a performance. Emotions are the chief allies of mentalist like fabulous, only god, who play on peoples perceptions as he demonstrates expertly here without klett. Ill try a little tacit fit, luna, be as honest as possible. Think of a 3 digit number was she then shouted out loudly and spontaneously anymore. For kind of work on their emotions. I give a broad scope, i think of a 3 digit number cuz they start to think of a number. Its and right away, as i impose a restriction, it with 3 numbers, need to be the same. And audit emotionally, its powerful. It breaks the process. Tell me on the count of 3123333. Thank you very much. I say yes knowing isnt it . Ah, i just said 3. The brain has to decide quickly, emotionally, but its panicking and grabs on to whatever it just hurt 3 and triples it. Ah, this kind of trick guides are decisions under pressure. Our brain is forced to make a quick choice. This little manipulation is one of the basic techniques of magic. Huh. But emotions arent just used for manipulation and magic shows. We all use them to communicate and get what we want. Theyre also a weapon of persuasion. One we often use unconsciously from an early age to get attention or comfort. Later, we use their power to exert our influence over others. Hello, please take is 8th. Oh, i, researchers and experimental psychology have shown that emotions can be used to completely disconcert someone in just a few minutes. Liberated just with this test will assess your cognitive abilities. Anyone can do it for this to 10 up. Today. It was designed for a 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. Ah, congratulations, you passed. Ah, its frustrating. You werent able to do it. Ah, i didnt manage but you can make up for it with this 2nd exercise. Got ah, the scenario repeats itself. The same candidates are successful. Well, for those being manipulated stress levels are cranked up a notch. Its impossible. And you cant do it. No. Her psychologist benjamin lives on ski. The reactions are entirely predictable. C so could the kiss explain what this experiment shows is known as learned helplessness, a food you actually learn the feeling of failure, denisha, childrens touch story. Its a bit and in a situation like this is for the feelings of shame, or even real anger towards yourself can become very strong. Relent 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 increased. It left for that and you become locked in. A vicious it is circle is a failure. Sacrifice to the, to shake. I just go ahead and the last part is no longer rigged. Both sides get the same easy test. Ah, the previous winners are flying, while the others are still fearful of failure. Cause entrees it will be will stuck there and ill tell you what just happened. The 1st 2 test were impossible, he garcia would possibly either see ah, the experiment fooled the candidates who got what . Suddenly you seen how in less than 5 minutes you can begin to feel stupid and lose your self confidence because youre overwhelmed by your emotion. Oh, isnt there . I was feeling a little confused. I felt like you said a little stupid. You actually become resigned. You left this frustration. Helplessness is so a total loss of confidence use at ammonia, lumpy so simply 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 disease and you slip into a sort of depression, making it almost impossible to do 2 plus tube with seemed to fail due pro, many burnout develops in a very, very short period of time because i cool should for whoever succeeds the process is the exact opposite. So self confidence increase, etc. Along with concentration and powers of memorization in which are important and can exercise is like these, its cheaper. Yeah, i think 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. Lou in geneva, professor david sander, is director of the swiss center for effective sciences. He studies the role emotions play and Decision Making. Conklin upholding this when making choices. Yeah, 2 types of emotions influence are a decision. Yes, him tag, real emotions and incidental emotional see dont fully integral emotions are often useful and beneficial to Decision Making. You had been while incidental emotions are the ones to be wary i was in was struggling with, with miss you. Ah, imagining the imagine having to choose between 2 fragrances in a store. Culturally, you smell both perfume, bella, and it would be logical to use your sensory emotion was dont grow the pleasure you feel, for example, to choose between the 2. Dont just integral emotion on to get it. Mm. Some emotions are useful and positive for Decision Making. While others are more damaging, lazy, mistral 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 assistant smile. So hell jumanda says him was although they impact your decision when to dress from those emotions, distract from the choices impact it. So you need to be aware of those emotions. My false mission. Ah, beware, 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 is a merged, 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 in 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 that 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. So its going to be pretty interesting to see what triggers and emotion with people as they go shopping. Ah, today 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 requires the brain activity at the service of your brain, and it gives us an indication to let us know how you feel about different products around you that youre going to see in the store. This is an electro and several, 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, were measuring more sophisticated and motion such as motivation and cognitive load and others that are tied directly to behavior. Every move and thought the young woman makes his carefully monitor. Ah, after browsing a few departments, something seems to catch her eye. I should get shifted for my kids. I was naturally attracted by that space that i, i didnt wonder why i just, 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 it. Ah, 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 uses 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. Thanks. If a part of the store is optimized so that its appealing to the eye and it sounds good, it feels right. Thats really what its about. Its about optimizing our 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, narrow 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 the 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 Psychology Department Found that a neuro 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, where we get to particularly new advertisement. We can say, well this is going to be successful or not. So we can actually predict effectiveness, ridiculously of like 80 percent because you with the f m or i. You can gauge all the emotions and all the unconscious of that 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 brain act. If you did a very detailed scale about fuel millimeters. Basically what happens is that when brain cells get actors as an increase in bluff wrong in several regions of 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 so right now we have started experiments and were showing the participants, the commercials that were testing. Yes. 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 introduced a solution. Positive emotions comes in, and then at the end, even more positive emotions are activated. Is typically how i 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 subconscious day, you can predict behavior after iraq, cisco of, with 16 to 20, sometimes for 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 michelle, he has created numerous works for a theater and cinema. Playing with emotions is an essential ingredient for his success. Yeah, awesome. And there is a veritable austin, a love techniques for transmitting the emotions you want to convey voicemail smith. 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 typically, doesnt it . Once we empathize with our heroes, if something terrible happens to them, we feel sad for them. Did he invite with chris poor . 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. Ah, in the theater 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, a proven method in the world of cinema was used at the rain Dance International Film 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, with young. 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. We can identify how effective this feel is. Which characters are there one of the most attractive for the audience . Which plots 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 at the end, they have a 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 newsletter, 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 a 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 puja, 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 at an aussie is a professor of applied economics that france has National Center for scientific research, who specializes in behavioral economics. Wanted to set up, we want to and i see incidents of specific emotions on that such as al theresa lack of trust on it and kill yell for a sense of these emotions are interrelated. I thought of the lot lateem 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 year old 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 outro istic 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. What else could i sent him a message addition . Ah, she started to feel guilty. But she could redeem herself. And kinda seem close by because she changed her choice and shes in shan reduced her chances of winning because she felt guilty if some unbundle massage. A lot of it sends a more positive message to the other player. Shes picking up to her because she wants that bush and she realized he didnt trust her vehicle. So she decided to show him shes a better, more selfless person than he thinks. Well look it up because she wants to feign sac kelly see. Mm hm. 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, if 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 chain. Yeah. Which comes with the more from revealing oneself to be a selfish person afternoon. Ah, people in 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 the one check the luck to not thought they are feeling a range of emotions and experiences. Can make them more generous than most i put in the catalog. And its sort of to gentles maybe because there are a lot of them as a country or maybe because of the festive atmosphere. A la singing, dancing and having fun rock could be done. He. Dec. Well again, getting idea is that cultural events play a role and creating generosity with jeanette outage in that as you go. Emotions then can be used to control an entire group or even society as a whole. But these contagious and collective emotions can also serve darker causes, oh, manipulating opinions can influence a vote and raise the spectre of an undemocratic regime. So why active voting and choosing a candidate is emotional. Now, canada, in was in it, ah, no question. We based our selection on a few ideas. A few criteria is not a complete program or a complete analysis because sunny humans a just not that rational where rather irrational is when you to you than it by using the flows in our thinking. The winner is simply the one who has the best mastery of human psychology and to help him 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, awe, 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. Terrorists groups and ass white, supremacist groups and other types of extreme ideological groups. Are people who are using that lang to get their message out to recruit people into their cause. Oh, manhattan. At new York Universitys Department of social and cognitive psychology, professor j van babel is closely monitoring new attempts that political manipulation a belly, a has a gun to seen the news today. I have and with 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 and his tweets perhaps to draw engagement on twitter. Each of Donald Trumps media releases as 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 expressing emotional language. So for instance, you have words like terrorism kill attack victim. And you can see that these are words that typically are evocative of emotional arousal and people do their Search Engine targeted a total of more than 5000. 00 to powerful emotional words. The scientists were then able to count the posts with that vocabulary. And we find that when people use these types of language in there to is associated with greater sharon and greater lakes among people. So on average we find about a 20 percent increase and sharing. When people use more on emotional language in their tweet. I, 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 seem 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 helps us 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 is 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 size is 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 me. 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 critical 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 in, 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 thats how identities shape our beliefs, why people are led to believe misinformation live 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 that, 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. And 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 trump in the United States and Boris 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 the scale of its influence could become even more worrying. Ah, security concerns linked to facial recognition of emotions include the threat of mass control in this start up in mass in the east of france. A team of computer scientists is developing facial Recognition Software to monitor emotions. Fontes and glazing on 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 is, pretty much what a person in skin and what an emotion is. Ethan is skinny amazon. Okay, and that is so we will go through a free 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 his own 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 is to try to make it as consistent as possible to own a presume wouldnt wish you well, for example, city, but it could replace the smiley buttons. You press to say whether you are satisfied by showing if the type of public transport is satisfactory or whether a place a cafe in 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 on such 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. You also 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 mom the way these technologies must be handled with great care, but we are already familiar with them in certain contexts. Well, that is exciting emotions in say, apple, it 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. Nuclear power plants, airports. Why not . We know there are rules in an airport. We have lower one, but in the streets. No. No alley. 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. Whos losing your inner emotions reflects your private self. Its only natural to communicate by conveying emotions. So when you get chocolate, im angry, you will react on that. It 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 baskets in the meta and by the basset. Ah, 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 or emotion. Ah, [000 00 00;00] ah, back to the new not 50 years, humans are ready to fly to be expensive. I forget. Most of the goals that this mission, john, an astronaut. Im exam back guest, explain the new race and to face the expectations of research and the impulses of them in the mission for the exploration of mob tomorrow. Today in 30 minutes on d. W. A. Across europe, in a motor home, in a way thats as environmentally friendly as possible. To us, americans take up a challenge with all its pitfalls. What to the experience in their e camper. Their travel blog is our series across europe in an event via your romance, 90 minutes on d. W. A. Were all set to go beyond a as we take on the world. Were all about the stories that matter to whatever it takes belief meant following dfw on fire made for mines. Ah ah, this is dw news live from brilliant russia formerly and illegally annex as for regions of ukraine. President who signs decrees to recognize them as russian
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