we have matches the documentary film on the science of emotions and the method suspended relation used by advertising agencies. politicians and social networks stay with us and you can for that, you're watching data view news. thank you for joining the, the system. the is, it is someplace how in key more people than ever on the move world wide in such a base in life. but it tries to get it in cardboard. that's the, that's the issue. and find out about baby story info,

migrant who has never played the emotion card to gain an advantage or when someone over joy, fear, anger, surprise, our main emotions are powerful, weapons of persuasion and manipulation, emotion shape our 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 decipher sometimes fabricated and distilled for better,

more for work. we are home manipulated by our emotions, the the hello, everyone. thanks for coming. when it comes to using a motions to manipulate, we have to go back to basics. the brain has a rational part of this which calculates like a computer, while another part handles and motions and makes decisions more spontaneous way. so if you want to manipulate someone using a motion to compel it, so you 1st need to offer well in the calculating part is shown to calculate during the performance. emotions are the chief allies of mental, as like fabiola guy who play on people's perceptions as he demonstrates expertly

here. let sounds good. i'll try a little tacit for to be as honest as possible. think i'm a 3 digit number. what she said, shouted out loudly and spontaneously with the full kind of work on their emotions. i give a broad scope and i think of a 3 digit number go. they start to think of a number. it's in right away. as i impose the restriction, it's what 3 numbers need to be the same and odd emotionally, it's powerful, but it breaks the process. tell me on the count of 312333. thank you very much. i said yes, knowing isn't it. i just said 3, the brain has to decide quickly, emotionally, but it's panicking even grabs onto whatever it just heard. 3 triples it, the, 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. the emotions aren't just used for manipulation and magic shows. we all use them to communicate and get what we want. they're also a weapon of persuade, and 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. please take his place. researchers and experimental psychology have shown that emotions can be used to completely disconcert someone in just a few minutes. just to face test will assess your cognitive abilities. anyone can do it for this to 10 o'clock. it was designed for 10 year old children.

several candidates are asked to complete a puzzle. the 3 part test is to be completed as quickly as possible. but it's rick the candidates on the right of the screen will easily solve the puzzle because the test they've been given is very easy. meanwhile the candidates on the left had been given in on solvable task. the congratulations you passed. it's frustrating. you weren't able to do it the didn't manage, but you can make up board with this 2nd exercise. got the

scenario repeats itself. the same candidates are successful. well, for those being manipulated stress levels are cranked up a notch. it's impossible. you can't do it. no, the 1st psychologist bouncer my lives on ski. the reactions are entirely predictable. c so to the case that explain what this experiment shows is known as learned helplessness. if you actually learn the feeling of failure diminishing, sorry, 8. so put in, in a situation like this, just because the feelings of shame, or even real anger towards yourself, can become very strong. all this women, all these emotions, crazy stress to some feeling of helplessness says over you don't understand it, you're not going to be able to do it to the stress levels increasing the left for the plan. you become locked in a vicious circle as

a failure securities through the district. i just go ahead the last part is no longer rig. both sides get the same easy test the, the previous winners are flying, while the others are still fearful of failure. cause and trace of will stuff the and i'll tell you what just happened because the 1st 2 tests were impossible. he got fed up with having the the experiment full the candidates. so you can watch something new. you've seen how in less than 5 minutes, you can begin to feel stupid and lose your self confidence because you're overwhelmed by your emotion that people who is on sale. i was feeling

a little confused. so like you said, a little stupid, you actually become resigned. left with frustration for the helplessness of song and total loss of confidence. in many a lucky sauce i learned help fitness is a kind of a rapid onset depression. all you instead of doing what you have to do the stress. and that's the times as you did, and you slipped into a sort of compression, making it almost impossible to do 2 plus 2 seemed to fail due for many burnout develops in a very, very short period of time. because i cool city for whoever succeeds the process is the exact opposite of this, so self confidence increase, etc. along with concentration and powers of memorization, the move which are important maintained exercises like these to see if it's a general feeling of assurance grows fuel and confidence and more success

a method of success. this experiment was 1st conducted in the seventy's and the 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 the people. but we usually have a grip on our emotions in the pitch moment. still, they control our brains and influence our every choice. in geneva, professor david xander is director of the switch center for effective sciences. he studies the role and motions play in decision making about posing this when making choices. 2 types of emotion was influenced our decisions and yes,

integrity emotions and to against the dental emotionlessly. don't fully, integrity, emotions are often useful and beneficial to decision making. you know, he'd been, well incidental emotions are the ones to be wary i was in was strongly for voice miss you imagine exhibit imagine having to choose between 2 regular. this is in a store called certainly do smell both present a lot and it would be logical to use your sensory emotion with some growth of pleasure. you feel, for example, to choose between the 2 adults as integral emotions. i'm thinking that the, some emotions are useful and positive for decision making, while others are more damaging. losing us with us against have dental emotions on the other hand should always be avoided. so for example, with some of the emotion you feel because a certain music is playing in the store or because of the assistance smile, so he is on the decision was although they impact your decision points to dress for

those emotions. what distract from the choice to so you need to be aware of those emotions, like what's mission be where indeed, because the small decision making flaws are constantly being exploited in our daily lives. 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 as a merged, known as neural marketing. that links neuro science and marketing or 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, you're able to cater to them better at the end of the day,

what is really important for people to know is that you don't always behave the way you say you're going to behave. you act on the way you feel diana lou katya as a director of a company that specializes in neural marketing and follows the emotions of customers and real time as they shop at a high tech store in montreal. of the so we're here in the 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 it's going to be pretty interesting to see what triggers and emotion with people as they go shopping. today what we're going to be doing is trying to understand how you feel about the shopping environment and what's going to grab your attention. and so over here,

ferdinand is going to be tracking and recording your emotional state via an e g headset. so this just record sabrina 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 that you're going to see in the store. this is an electro insightful gram headset. it measures electrical activity in the outer parts of the brain, the small sensors on this go measure neuron activity and provide simple information about the type of emotions that play joy and surprise, or conversely, fear and stress. in addition to the core emotions such as fear and joy, we're 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. after browsing a few departments, something seems to capture, right. the well i should get shifted for my kids. i wasn't sure attracted by is that space? cuz i didn't wonder why i just, i was just attracted there. they are to the lights articles. the rest of the shop is more rough, more codes, this one is love, softer, warmer use, more willing to go into it. 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 use as

these techniques to help increase sales and a variety of retailers. stores and brands are always going to try to get your attention. they're always going to try to get you to buy more things. if a part of the story is optimized so that it's appealing to be, i and the sounds good, it feels right. that's really what it's about. it's about optimizing that customer experience by maybe 5 percent or 10 percent, which, you know, it sounds like a very small difference, but it can mean millions of dollars for the retailers. normal marketing is now everywhere in stores. we are constantly being influenced every time we shop often without us even realizing it, we're more likely to fail larger baskets for example. so we don't feel like we're leaving empty handed. the prices are also rounded down to the nearest sense,

so that they always look a little cheaper. and then there's special packaging and product information. the it means some of our decision making is not always supported by reason. like these themes of compulsive volume, 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 the, at the university of amsterdam, brain and emotion specialists in the university psychology department found that a neural marketing company dedicated to brain imaging. the professor

victor lama has looked at the emotions of nearly $50000.00 people, creating a gold mine for retailers hoping to create advertising that compels us to buy their products the when we get to a particular new advertisement, we can say, well, this is going to be successful or not. so we've been actually predict effectiveness . we're looking to see if like 80 percent because you with the sri, you can gauge all the emotions and all the unconscious stuff, the stuff that's going on and in people science and many european countries. brain imaging is only allowed for medical purposes. it's about this doesn't keep multinational companies from conducting these types of experiments abroad. well, few are prepared to admit many use the techniques well, with punches i'm or i, we can measure brain exhibit did a very detailed scale of about few millimeters. basically what happens is that when

brain cells can act as, as an increase in bluff wrong in several regions of the brain. so we can really make a phone map. but what's going on is 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 we're showing the participants, the commercials that we're testing. yeah. and you analyze all those data time 9 for how they responded to what they saw on screen. by compiling brain scans from dozens of participants, experts can predict which ads will have the biggest impact. there is a sort of a set of recipes and you'll see the integers fear,

then negative emotions are involved. then they introduced a solution. possibly, if you motions comes in and then at the end, even more positive emotions are activated. there's typically how i effect of commercial works. you introduce a problem, it showed a solution, and then there is a end value of this feeling emotions whether negative or positive without us even being aware of it is one of the recipes for success. the emotions are based on their own. netflix to brain doesn't lie. and when you look into some concerns, the you can predict behavior us to m, r i a. so let's go over the $16.00 to $20.00, sometimes even 30 percent. the 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 the entertainment that have been used for thousands of years. it's the largest pool of inspiration to arouse emotional alexis, mutual leak, has created numerous words for theater and send them up. playing with emotions is an essential ingredient for his success on us, and that there is a veritable austin of love techniques for trends, meaning the emotions you want to convey with hoffman. the question is, how do you provokes that emotion? don't you provide get through empathy? no, but an audience copy moved if it doesn't empathize with the characters to unix. augusta once we emphasize with that, he rose. if something terrible happens to them, we feel sad for them feelings minds with facebook. like, why is this something wonderful happens? we're happy for them to move towards the

input. the is the ingredient that creates a connection with the audience. the research shows that a person with empathy can feel the emotions of others as if they were there wrong. 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, the proven method in the world of cinema was used at the rain dance international film festival in london. to this small, portable box records, the audiences emotions to provide film producers with valuable information about how to make a movie more appealing. we kind of didn't define the type of promotion we suppose to grab on the amount of emotion

identify and the amount of the most and 11 explain 410 to attract view of the in the so here we collect both of the data. so the additional levels and the emotional reaction here we can compare to of the individuals from the, from the, with young. so here we can see that someone has to react to very much during the viewing. i hear one other individual that was more flat, so he was more relaxed during this during the measuring emotions. provides a key piece of data to identify the most powerful moments we've identified. how effective this feeling is, which kind of, there's either one of the most attractive for the audience, which floats or sequences are the best for the commercial or the trailers. but also

with sparse would be the late deed, so we can get on in. but for a more input for the content, so we can attract the audience to be mars. after i saw the graphic, i can pretty pop people react on all the things we have tested on the end. they come on board the every filmmaker dreams of high profile awards. and this kind of research has proved very useful, albeit with certain limitations on the sheet. when we made the movie edmunds, we did a few test screenings, and it was interesting things because it allowed us to tweak the film, tightened up certain sequences that were too long. ago, but the create has the find a way we get mentioned, you try to lead the visual, the level of emotion. what story to tell, cuz that's up to the creator of it. there's no software to say, well,

this is perfect. well, we'd all be using all fits and also if they don't, don't think us that the manipulating emotions is not just a sly way to encourage consumption. it also serves higher purposes, such as bringing us joy or creating surprise for us as individuals. the primary emotions like these are the easiest ones to arouse, but there is another set of emotions, the ones anchored, and another person's gave. the so called social emotions. such a shame, guilt, and trust the behavioral sciences. want to understand how one person's emotions can influence on others or even an entire group. the,

in the southern italian region approve. the researchers wanted to test social emotions at a large music festivals. a few new experiments based on gambling and trust or set up to study theories that cannot be observed in the laboratory. the just at the scene is a professor of applied economics that frances national center for scientific research, who specializes in behavioral economics. we don't think was the setup. we want to analyze the incidence of specific emotions, so that such as altruism knuckle truss on it and killed. yeah, that's pretty extensive. these emotions are inter related. got it. going to be lower. the, the team of about 20 scientists had a unique playground,

a crowd of 80000. during each game to strangers were recruited to try and when the, when she got visited we're going to give people an 8 year old voucher. good. so not gonna say have to decide whether to keep it or give it away the limits of it's similar. can you assume people are selfish or individualistic and don't care much about others and people in the city? the contestants were given a series of cups within the tub. the tub 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 the after selecting a couple 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 contest at 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 doesn't know to win. instead, this would have been the altruistic choice. when he gets the media shows, what did youtube just fancy the the she need the selfish choice trying to secure victory. 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 the she started to feel guilty, but she could redeem herself into a single separate course. he changed her choice and then she said she had reduced her chances of winning because she felt guilty of some of the, such a lot of effort. it sends it more positive message to the other players and picking up different fisher concepts, book a physician. and he realized he didn't trust our people. so she decided to show him she's a better, more selfless person than he thinks she finds himself easy. and it worked against all logs, 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, you can see that people who are a little more generous. you have more guilt because there's another feeling that comes into play. and so you put a shame which comes from revealing one's self to be a selfish person. i have the people at the concert groups to be more out through instinct. and researchers initially thought this seems to be a positive influence of the group and the particular contact keith, we should because someone checked the, they are feeling a range of emotions and experiences that can make the more generous than most difficult people. sadler, this sort of generals maybe because there are a lot of them is expensive or maybe because of the best of atmosphere. i'm not thinking of dancing and having fun. real cookies on the deck when again, giving an idea is that cultural events play a role in creating generosity with jeanette outage in the visitor. 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, manipulating opinions can influence a vote, and raise the spectre of an undemocratic regime. the sooner we active voting and choosing a candidate is emotional and on the job in what's in it. look, let's say we base our selection on a few ideas. a few criteria is not a complete program or a complete analysis of design. humans a just know that rational, we're rather irrational, is one or 2. and if i using the flows and now thinking the winner is simply the one who has the best mastery of human psychology and talking about

the use of emotions as a weapon of mass. persuasion has often wreaked havoc. fake news is the most recent example. it serves the wave of emotions and most importantly of fear, the fear is one of the strongest emotions and it's very powerful. but there's other types of emotions that are very powerful, discussed contents and hatred, terrorist groups and as 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. the manhattan at new york university's department of social and cognitive psychology.

professor j van bible is closely monitoring new attempts that political manipulation the hey billy. hey, how's it going to be seen the news today? i haven't, what's the latest? you have the president's continuing to rage sunday about the you can call whistle blower. yeah, i think it's right. he's using a lot of these moral emotional words and this tweets perhaps and draw engagement on twitter. each of donald trump's media release is, is deciphered here among the leading politicians. he's perhaps the one who most exploits the power of emotion is the main ingredient of his politics, the, to prove it. these researchers trawled social networks in search of a very characteristic emotional vocabulary. one way is to take existing dictionaries or lexicons that basically list many words,

usually thousands of words that are typically associated with people expressing emotional language. so for us, since you have words like terrorism kill attack victim, and you can see that these are words that typically are evocative of emotional arousal in people the, their search engine targeted a total of more than 5000 powerful emotional words. scientists were then able to count the posts with that vocabulary. we find that when people use these types of language in their tweets, it's associated with greater sharing and greater lakes among people. so on average, we find about a 20 percent increase in sharing when people use more on emotional language in their tweets the, their analyses of the web go even further alongside the tweets from political

leaders that are widely shared across social networks. there's also the array of eroni us and the phone so fine information known as fake news. c 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 a motional content, it's designed to trigger outrage or anger or sadness or joy. and that emotional content just part of what helps us spread it. fake news spread 6 times faster on the web and traditional news. our brains can be blindly full, as illustrated by this big news item that went around the world in just a few days after donald trump's election victory in 2016. this is the largest audience to ever witnessing and argue ration periods,

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 capitol. and what you can see is that, 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. 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 it's circle. scientists have looked at how people saw these proud 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 belief that don't match reality. according to this researcher and cognitive psychology, this phenomenon is linked to the emotions that support people's political believes . we developed a theory about what we call the partisan brain and it's how i deputies 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 that's creating a negative emotion. and when they're 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 it. all of these things are various strategies that we can do to shut down information that's threatening to us. the research gives an insight into political leaders attempts and manipulation. the both donald from the united states and board as johnson in the u. k, have benefitted from fake news campaigns, skillfully orchestrated and widely shared across the web. the 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's every day. the thousands of emotional expressions that arouse us can be captured through our computers or smartphone. 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. security concerns linked to facial recognition of emotions include the threat of mass control and this started up in mess in the east of france. a team of computer scientists is developing facial recognition software to monitor emotions on these ongoing these algorithms. so that are being trained to detect things in the image. it's a mathematical process that looks at millions and millions of images occasional and learns what a car is pretty much what a person is scalable and what and the motion is the skinny. most of the, the men, so we will go through the 3 emotions and we will test the software.

can you try to, to do for our business? okay, perfect. perfect. we can see what's detected in the interface. it's a little box, is appear for each emotion. okay, and can we try to go to anger a full size? that's good. it just changed instantly so. so now we can do it for all the emotions, whether happiness, surprise, discussed, or fear. the idea is to capture a 100 and facial michael expressions to detect the motions for a specific purpose. the whole thing is on the emotion recognition can be used for a range of purposes depending on the scale. for example, across the territories, if he hits an effective way of monitoring wellbeing, so and seeing where it is more or less prevalent, is to try to make it as consistent as possible, the presume within placebo found,

for example, city. but it could replace the smiley buttons, you press to say whether you're satisfied by showing of the type of public transport is satisfactory or whether a place a cafe in area is pleasant to be in. the application could target the emotions of a city. but then there are potential person to person applications that fully, for example, during job interviews, also trauma bush, as well as the analysis of emotion is linked to the answers given you see if there's also potential feedback for interview ways to improve the interview process . so finding out which subjects they may be comfortable or uncomfortable with and practicing for a job interview and will 44 interviews in general feelings in your life. but the technology also raises many societies and ethical issues. kind of predict behavior based on a simple expression. for specialist such as hormone movie,

these technologies must be handled with great care, but we are already familiar with them in certain context on that except taking emotions in, say, apple, it's the same is reasonable. so the idea of anticipating negative emotions can allow us to take measures and prevent dangerous events. yes, i asked for security purposes in sensitive areas. so funny thing, nuclear power plants, airports. yeah. why not? because we know there are rules in an airport. we have lower see what, but in the streets. i don't know. i don't know how we industry, but with that authorization, it's a real problem. it's one of the problem today. one country is especially well known for its use of facial recognition to track citizens, 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. and

it could go beyond video surveillance with connected headsets and companies, or schools monitoring any slight variations and emotion. but as well as using the technology to improve learning or working conditions, there is the prospect of unwanted surveillance of performance and productivity losing, we'll see you in our emotions, reflect your private, sophia. it's only natural to communicate by conveying emotion. still shocked by i'm angry. you will react and that somebody will affect your behavior, vicar. emotions can be conveyed and shed if you. so choose me or talk to us about the constant tracking of emotions is the violation of alice. i college it. it's dangerous because it goes beyond acceptable limit guessing all is, well, that's good sending it so on find the best that the our world is changing, but we can still choose to control the use of these technologies and learn how to

afford attempted manipulation. by questioning our emotions, what the young women and young goes, all the most vulnerable in the song depends downtime. devastating by global warming are increasing and wisdom. the dangers of human trafficking, us survive, of tells the story of her time in captivity. and how she teaches other women and

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say they were about never giving up sports flies every weekend on dw the the the, this is the w news like from bullying me. shes vito balance to defend democracy in his country. members of the presidential god barricade presumed inside his palace to declare a cook, sparking protests in the capital. a top level of russia, africa, somebody gets underway in some petersburg president who is hosting various leaders .