through neuro science, but also with the help of psychology and behavioral economics. they get a pretty good idea of what makes us text. and they use this knowledge to get us to buy more of that stuff. i'm going to give you full examples of this that you've probably seen in your everyday life. one day where you down, our brain operates them to different thinking most. that's what's called system one, which is fast, unconscious and automatic. and then the system to which is deliberate and conscious . it takes a lot of effort to ask you, what is your name? system one will immediately have an answer to that question. but if i ask you what is 23 times 48, you're going to have to switch the system to require effort. why? imagine you're going grocery shop. you have to find your way around the different ios and make loads of decisions in a short amount of time. when you finally get to the checkout counter, your tires. one way in which you can get somebody to be more system on oriented is

actually through wearing them down. the system to very resource intensive requires a lot of metabolic resources. when we're tired, when we're malnourished, we're much more likely to go with them much more impulsive, the one response, and that's fine, right? at the end of the shopping trip retailers tempt you with loads and loads of sugary snacks that you might just pick up at the very last moment. and shopping malls exploit the same situation there, confusing and overwhelming. they're quite frankly exhausting. so you're more prone to spend money on something you might not even need to. they tell you what the right price is. that's how you walk into a store and you see a bottle of wind from. i don't know. let's say $15.00 to brain doesn't really know if this is a loss or if this is not a loss. let's immediately start to look for some context. typically, people don't really have a sense of crisis, but they don't know how much wind should cost or what device price wind. this is

moran surf computer, how neuroscientist and business professor. the people who create their, their kind of impression of the price range not by knowledge information, but other, by assembling the oddity and the store will happily give your brain the reality to let on, to placing a 2nd bottle next to its costing $50.00. now your brain things for $15.00, that's actually a pretty good deal. so it's very likely you're going to buy this bottle. our brains are like ships. we're looking for places to anchor. right. and adding any sort of context or understanding of value. having an anchor helps 3, they keep you on the treadmills. another quick of our brain that brands are using us, that is constantly seeking pleasure. keywords seeking, once you're experiencing a thing that you wanted, you don't just get them back in that here pleasure for a long time. it's not the type of emotion which is enduring over time. and that's

a very, very good thing for brand. because pleasure. so fleeting brands keep sending us to what's called the hit on a treadmill. the i phone thick, the iphone 6. this is i thought, by phone, phone 12, by 8th, it's a brand new physical design and you're loving it. and just like clockwork. 12 months later, a s comes up, whatever pleasure you got from achieving and purchasing the font is now immediately gone. and now you're looking to again jump on the head on a treadmill and look chase the next pleasure. full. they hide little nudges in plain sight. so do you remember the cinema story from the beginning? subliminal marketing message is like this. so things that we can pick up on consciously or actually niggle in most countries have a few companies let the thought, well, why don't we just hi them in plain sight. check out this ad from kfc. see anything

unusual? well, look again, there's an actual dollar bill photo shopped into the burger, which happens to cost $1.00. and check out this can. coca cola made it look like it, smiling to tie in with its brand image of happiness. and literally every ad for watch at the time is set to 10 past 10 because that makes it look like to watch just smiling at you. these types of subtle hints that called primers. so i would say right now because of the work that said that we still teach that's been in school in the middle school as kind of a mechanism people should be aware of because it implements a fit for a, for the motions that it doesn't work. why not try it? if you find something that you see what you know, you're not compelled by some difficult course to go out and go over that you can buy it. but if you're already feeling like buying a lot, maybe you've already favorable for the brand. you know that additional data point

is going to push you maybe a little bit further. and this is not limited to visual triggers. an experiment showed that if a wind store plays french music, customers buy more french wine, different plays german music, they buy more german. one lot of this stuff is having an archives for companies and it is in their best interest not to reveal it. but we would be silly to think that this isn't part of the experiential design that companies are creating to better engage with consumers. so where does this leave us? are we ultimately just puppets, without a will of our own buying whatever corporations throw away? or do we have a choice of mindless behavior is federal control is also there and in between the wide gray area. and we can whole data between whether they choices that are very informed and very kind of low for

impulsive and not to know if you like something that's going to be the most important determinant of whether or not you choose to spend money on it, or your time on it or your resources in general on it. and that speaks a lot to the power that we have as consumers and individuals. know, neuro marketing is a very powerful tool. it gives companies access to something that even we don't have access to most of the times, our subconscious. but just knowing that and knowing how a brain works can already help us make that decision. a little spooky though, isn't it. maybe we should just hand control of our lives over to the advertising executives and be done with it. i mind on the only thing though, the market is want access to. they also want together hands on our data by my thing as much information as possible about shopping, how they can work out what we're likely to buy in the future. that's the principle

behind the so called test supermarket, swear, and exchange for your data. you can have access to a range of products, some of which aren't even on the market yet. for the fetch, our reports from vienna. the shelves are full of various products. a lot of space for the customer. everything is clean and tidy. i feel like being in a very conventional supermarket, but a lot of items are not even available. yes, you know, regular supermarket, how about a smoothie for dogs? that's not the only unusual product. here you can find aside a drink with vinegar, flavor, or water with at a temp, but with these items succeed in a regular supermarket, that's what companies want to find out here before the launch a new product. the manager of the story explains how it works. first, you have to register to become a so called test customer. please press one and

a nice and easy individual sign up for a subscription, and then they can shop every month to test and evaluate the products. they can buy a minimum of 55 years worth of products per month for me to name and even to test. one thing that's hard to overlook. there is a lot of cameras here more than a regular store. they are gathering data on how long you spend looking at a product and which package and you choose the customers to shop, you know, they are being watched. isn't the most of the thing. i don't think that's a problem. as it's you know, beforehand, more or less what's involved in this thing. chris damn pace, 12 euros and $0.90 a month to shop for items for 55 years. what made it into his basket today? on a legal spread case, a crime sausages made it meet and vege and something for the kids in the team. the

some of these products already trying to see it looks like sometimes it's just about testing new packaging can familiar branson different packaging? so what helps increase stamps? that's really exciting parts of how product is being developed. take the cheese, but there's one in a big packet that you might pick up 1st and also one in a small packaging guy. and then the client feedback is the currency here. the more feedback you give when checking out the more money you're given to spend. so am i basically buying these products with my data? i asked the founder, he's currently in cologne, germany, where he's opening another store with the same concept into confusion space or there's no cast data. it's merely about identifying people as a target group done who are immediately anonymized. we're coming and registering

their behavior. done, the data law is not passed on kicked off. you know what, let's research a market research and advertising because that's all this laboratory supermarket is . but most of us, if you have to ask whether these consumers are actually representative of the entire population of people who register here. or of course, open to innovation for you on and back into store. people are ready to check out their items. who knows, which of the products they're buying here today will actually make it into a real supermarkets. but even if they do, they could soon get replaced. they changed but do they really next time your taste change? ask yourself whether it's you that's made the change or in fact, the market as i'm starting to wonder if i've ever made a truly independent decision in my life. that's all from this addition of made fee

that we use fitness magazine. thanks for joining us. and we'll see you next time because the news, the news,

the news, the news the the the into the conflict with tim sebastian libya has a new international unity which promises free election by the end of this year. but the road blocks, it faces our arms militia groups, so whole power throughout the country. i guess this week is coming via libya. is

this a b u n in geneva? how will this new government succeed? conflict in 30 minutes upon dw, the when i came, she was still up. oh, they raped her, forced her to marry. they tied her up. mm. so they could have her life would be the same. in 75 minutes on d w. ah, excuse me, tips for your bucket list, the momentum corner check for for me

and some great helpful memorials to boot the w travel off. we go all the news, how it takes me into tele, feels jewish life in europe. i went home, producer owner and journalist eve kogan mont, are exploring, building into history and the present to that i would never think live so openly and so freely and constantly remind myself, i grew up in a completely different way because i'm a fraud. it's

julie. she years, the 2 port documentary starts july 5th on d, w. i. i use this is the w news live from berlin. a fresh push for peace in libya. international leaders gather in berlin for talks aimed at bringing stability to a walk or torn country elections and libya are set for the end of this year if the violence doesn't get in the way. also coming up hong kong, most vocal pro democracy, newspaper publishers, it's final edition. after 26 years,

the apple daily is whole thing operations to protect staff from china's national security along also bring you the latest from the euro. 2020, at a close shave for germany. a team made it through to around 16 in the end, but only after a nerve shredding 90 minutes again hungry. ah, i'm wearing boot crap that have you with us. international leaders have held talks here in berlin aimed at securing a lasting peace deal in libya. the country has been unstable since 2011 when a nato back uprising top of long time dictated market duffy leaders discuss the withdrawal of foreign fighters and upcoming elections in december. it's hope the vote will finally bring some stability to the country. the he got off to

a confusing start. the american top diplomat meets his german counterpart in berlin despite you could welcome both men that they share the same vision for libya. we share the goal of a sovereign stable unified, secure libya, free from foreign interference. it's what the people who deserve it's critical to regional security as well, which is the table for permanent members of the un security council together with other regional powers. and for the 1st time, representatives from libby is transitional government progress on the military and political for the 1st one of the main goal was ensuring elections planned for december. go ahead. we are supporting the election because this is the, this is the, you know, the way for democracy in libya and build english government. however, we understand there is a lot of security challenges in the ground. one of a challenges is the presence of thousands of foreign troops. the mercenaries inside

libya, as finished, we will not let our will not rest until the last foreign troops of less libya. and that's, that is why we have gathered here for a 2nd time at the libya conference off the loop. and that is what we will work towards. one job, i know that i'm on libya has been in crisis ever since the ouster of new market duffy in 2011. following his full arm to greets, refused to disband, and regional rival, which grew elections failed to bring the country any closer live or governments was set up in the western and eastern parts of a country. in tripoli, a government recognized by many western nations, while another regime established itself into brook. in october 2020, the warring sides agreed to a cease fire event formed a transitional government. the elections this december will finally give the libyan people say, some affair. it may only be

a small step on the long road to lasting peace. earlier we spoke with honest, i'll go mighty founder of the subject institute, an independent thing. take based in tripoli. we asked him whether livia is ready for democracy. really good question. assuming she's on the, we'll need to see if the status of the process that we got and in january complete the process, it's partially complete with the political level to the unified. we now haven't gotten to the military level and the economic level, some of the grid and military is literally unified, but it's not coming in action and having them successfully, it's not it's difficult. the thing is, the hardest thing in the one having a democratic election that allows for the parliament respected by to distribute the

stickly active. but he doesn't want to be observing some book to him. that's going to be the major question. your military doesn't want to be subservient to an appointed board, elected the government. that is a very, very dangerous thing for election process complete. let's turn now to some other stories making news around the world. relatives have been waiting for information about loved ones following an explosion in ethiopia as conflict region. witnesses say dozens of people were killed or wounded on tuesday in an air strike on a market. in the town of tow, goga, health workers said soldiers had blocked. medical teams from traveling to the c 9 catalog, separate as leaders walk free from prison on wednesday, vowing to win independence from spain. their release came a day after the 7 men and 2 women were pardon for their role in staging a band referendum on the session. the spanish government said the measure was

a necessary step towards national feeling. anti virus software pioneer john mccarthy has been found dead in his jail cell in spain. the discovery came shortly after a court approved his extradition to the united states, where he's wanted for tax evasion. prison spoke to him and said he had apparently committed suicide. as 26 years in operation, hong kong popular pro democracy newspaper. apple daily has printed its final edition staff a. the paper was forced to close after beijing enacted a sweeping national security law arresting journalists and pro democracy activists . the move could have chilly consequences for the future. a free speech in hong kong. it's been a popular paper in hong kong, mixing racy gosset with pro democracy politics and criticism of china. but recently apple, davy had only been making it to the new stance under increasing pressure from new

york. thirty's. last year, police rated the papers newsroom and arrested owner jimmy lie on suspicion of colluding with foreign forces. further raid and sweeping new national security laws have now for the paper to close. 5 of his other executives with detained last week . and police have also frozen the company's assets effectively choking its operations. and sudden the papers closure immediately brought people out onto the street in support. while journalists warned the chilling effect apple daily shut down would have on press. freedom will be very worried that there are consequences of writing an article. i'm afraid that it will make society feel or how i feel now that people can be put in prison because of what they write. it leads to a huge worry for the cities. freedom of speech, as the press is rolled for the last time,

printing as many as 1000000 copies before the paper and its website shut down. those stairs are likely to become a reality. these protest as though we're keen to get the last copies as another part of that press freedom fell silent later today, outgoing german chancellor under the macklin set to give what will likely be hor, her file speech to parliament? it's familiar territory for the woman who's lead germany for almost 16 years. there been many notable moments and our political correspondence. i mean young brings you the best of them. the non con you germany can do more. i'm convinced germany can make it. opa dealing europe succeed together and i could say europe will only succeed together my into the year. we will conquer this

virus. i'm sure that we can accomplish that. the 2nd in the color of her jackets may have changed. but over the 16 years of her chancellor, shipped much about angle america has remained constant. since her 1st government policy statement has chancellor in 2005, she's faced a litany of crying sees the financial crash, max migration, the pandemic, whatever the strains behind the scenes her performance is in parliament, always showed the mac kilian focus. if you for holding, we want to create the conditions, said that in 10 years germany is once again among the top 3 in europe. i think that's a legitimate and important goal. it's been not before that. i'm still convinced britton's departure from the you must be an orderly one, latania. oh. and several times a year always before the summits. but on other occasions to the chancellor gave a big speech in the bone to start the tenant the boot. we all know the pictures of

the desperate people of african refugees on fragile bows. we cannot just watch it happen to then. michael was seldom a sparkling orator, but there was usually plenty of me, always well prepared, mostly sober and measured in tone. and at times she spoke with inspiration. please don't drive the ice is all your movies. this is a unique opportunity to make our interests and our values a reality of living. oh, live far too much. that's what we're seeing on a daily basis. attacks on jews on foreign violence and hate speech. we have to fight against it. mrs. be. can miss steps such as leaving her face mask on the left and were rare. in fact, the cobra 19 pandemic has given a new value to medical solid style. whatever the color of the jackets that quality of come confidence is a big part of what people will remain the medical for i'm in the,

i'm convinced that in the end and this is my firm belief, and it's my mission, which i will continue to fulfill until the end of my term together, we can be successful in conquering the pandemic and leading our country back into better times in the 2 year or 2020 in group f labeled the group of death. but on wednesday it was the group of heartbreak gets fortunes constantly swung back and forth. jeremy was on the verge of elimination, trailing twice against hungry, but in the end, save themselves thanks to a good goal, any 84th minute. the 2 to draw these germany through to the knockout round. and in the other game between title holders, portugal and world champions, france similar drama and the same result. 22 at the end. the hero here christiano ronaldo who's gone twice to spare portugal the faith of going home early. so let's

check out those standing of group f where we saw the world champions, france finish top there followed by germany in 2nd and raining european champions. that's portugal inferred, all 3 of those teams will advance the last 16 of the tournament hungry. you see there at the bottom. that means they're going home. finally, after almost 2 weeks of group stage football, your a 2020 has reached the knockout rouse after 2 days of rest. the round of 16 start saturday. let's take a look now. we'll kick off with wales facing denmark, italy, in austria, and on sunday we move to the netherlands. play in the czech republic, followed by a high profile match belgium against portugal should be a good one. monday we'll see, croatia face spain, france against switzerland, tuesday. wait for it, england in germany, that's going to be a big one to in for that and don't miss sweden and ukraine thereafter. so germany a scrape through, but it was a knuckle biting, 90 minutes for fans,

expecting more from their team. you could be forgiven for thinking the german team hadn't made it through to the round of 16. the fans leaving the stadium, bailey showed joy little euphoria inside the stadium. it was pretty much the same difficult. we found it difficult to create opportunities, didn't manage to get behind the opposing line. we weren't really good when we lost the boat. fortunately in the end, we kept up morale and some good never gets liked, does money in the pay y'all mile off. it was clear that we faced a lot of resistance in the grid. it was perhaps the most difficult group in terms of opponents. we now have 2nd place we're going to england and that was great news too. of course, in london to play against england at wembley, england. you don't need that every day. so that's enough for today. please be more

convincing. next week at wembley dawson, germany really tormented themselves. i have to say the result. yeah. it's okay. the latest thing i've ever seen. i'm completely disappointed in a catastrophically bad german team. the sporting performance forgettable. but the message of l g d t. so with arity that was sent around the world from the munich game will certainly be remembered. just saw there of a drama on the patrons overshadowed by a rift that took place off of it ahead of the match, the leaf a block to request from the city of munich to illuminate the stadium in rainbow colors in support of hungry l g b t, community after a discriminatory law was passed there, jaretha called the request a political statement that would violate its neutrality, but that didn't stop soccer fans across germany from doing that very thing. we're gonna leave you now with some of the images of the colors they had to show

the the the fight against the corona virus pandemic. how has the rate of infection been developing? what does the latest research say? information and contact the corona virus not change because of 19 special next on dw.