the so called all the topics, i'm much up to you from trouble fixing new culture. and in 15 minutes, let's say together parts of our community life on the service of this research is now on these committed coin is great for investing the invest. these are the everyone here just wants to get into big old, quite a bit, coins, digital gold. and we wanted to stay here in central and south america. they're known as big green arrows, digital gold, diggers. investors from all over on moving to latin america in search of bit going treasure. nowhere is the crypto currency value is more highly than here. but for many, the frenzy ends in ruin. we were promised high speed rail, but so far there is no sign of the coin in latin america starts august 18th on d. w. the

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, a like decipher, sometimes fabricated and distilled for better for, for work our home manipulated by our emotions.

the, the hello, everyone, thanks for coming. when it comes to using emotions to manipulate, we have to go back to basics. the brain has a rational part of it 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, if you 1st need to over whelmed, the calculating part is shown to calculate during a performance. emotions are the chief allies of mental, as like fabiola guy who play on people's perceptions as he demonstrates expertly

here, left out to the kid. 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 the full kind of work on their emotions. i give a broad scope of 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 with 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 that 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 persuading 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 the basic test will assess your cognitive abilities. anyone can do it for this, but then 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 have 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 be manipulated stress levels are cranked up a notch it's impossible you can't do it. no, the 1st i ecologist, bouncer my lives on ski. the reactions are entirely predictable. c so to the case at the expense, what this experiment shows is known as learned helplessness. if you actually learn the feeling of failure to initiate, stuck, sorry, 8, so good. and in a situation like this, what are the feelings of shame, or even real anger towards yourself can become very strong. now 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 vision. it is circle as a failure securities through the district. i just go ahead

for the last part is no longer reg. 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 as soon as i see 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 so sexy, learned helplessness is a kind of a rapid onset depression. all you, instead of doing what you have to do is stress. and that's the times as you did, and you slip into a sort of compression, making it almost impossible to do 2 plus 2 seem 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 exercise, just like these to see if it's a general feeling of assurance, gross fuel and confidence and more success. a method of success.

this experiment was 1st conducted in the 70 is and resonates in our daily lives. when we have on attainable goals or are constantly being bullied, say at school or at work, these emotions become very familiar with the calm. but we usually have a grip on our emotions in the 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. it been while incidental emotions are the ones to be wary. i was in was strongly for this mission the imagined exhibit. imagine having to choose between 2 fragrances in a store. culturally do smell of 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 has integral emotion. i'm thinking that the some emotions are useful and positive for decision making, while others are more damaging. losing us with us against the dental emotions, on the other hand, should always be avoided. so for example, is from the emotion you feel because a certain music is playing in the store or because of the assistance smile. so he and he's on the decision was although they impact your decision points to dress for

those emotions for distract from the choice to. so you need to be aware of those emotions, like what's miss you or the way or 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 is a merged, known as neural marketing, that links neuro science and marketing or marketing is a deal 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. so we're 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 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 records the an 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 what i should get should did for my kids. i wasn't mature attracted by that space, but i didn't wonder why it 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 a little 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 all is 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 can 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. that's stuff that's going on in people science and many european countries. brain imaging is only allowed for medical purposes, but this doesn't keep multinational companies from conducting these types of experiments abroad. well, few are prepared to admit many use these techniques well with function or i, we can measure brain exhibit did a very detail scale about fuel millimeters. basically what happens is that when

brain cells can act as an increase in blood flowing 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 are showing their participants. the commercials that we are testing. yeah. and you analyze all those data time line 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 they introduced fia, and 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. it is typically how i effect of commercial works. you introduce a problem and showed a solution. and then there is a and value of distilling 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 for us to m or i a sales go up with 16 to 20. sometimes even 30 percent. the brain imaging gives advertisers almost unlimited ways to manipulate consumers and create the most striking commercial but to get their messages across. they also borrow methods from

theater and entertainment that have been used for thousands of years. it's the largest pool of inspiration to arouse emotional alexis, myisha leak, has created numerous works for a theater and cinema. playing with emotions is an essential ingredient for his success on us, and that there is a veritable austin, a love techniques for transmitting the emotions you want to convey with consummate . the question is, how do you provide to that emotion? it don't provide, get through empathy. no, but said an audience copy moved. if it doesn't empathize with the carriage, do you think the guessing that once we emphasize with that he rose. if something terrible happens to them, we feel sad for them feeling lanes with facebook. like, why is this something wonderful happens, we're happy for them to who to with 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 that wrong. the 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 a proven method in the world of cinema was used at the rain dance international film festival in london. of this small, portable box records, the audiences and motions 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 graph. but the amount of emotion

identifying the amount of the most and 11 explain $410.00 to attract viewers in the so here we collect both of the data. so the additional levels and the emotional reaction here we can compare 2 of the individuals from the, from the, with you. so here we can see that someone has the reactive very much during the viewing. i hear one other individual that was more sweat. so he was more relaxed during the 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 kotik, 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 which parts of the, the late deed, so we can get on in, but for a more input for the content. so we can track the audience to be mars after i. so the graphic i can pretty pop people react on all the things we have tested on the end, they come on worse the every filmmaker dreams of high profile awards. and this kind of research has proved very useful all the it with certain limitations. hoping that when we made the movie edmunds, we did a few test screenings. and it was interesting because it allowed us to tweak the film tight and upset in the sequences that were too long ago. but the creator has the final what we just mentioned. you try to lead the visual, the level of emotion, what story to tell, because that's up to the creator of it. there's no software to say, well,

this is perfect, but we'd all be using it all fits, you know, if i say don't, don't think of stuck with the manipulating emotions is not just a slight 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 as shame and guilt, and trust the behavioral sciences. want to understand how one person's emotions can influence another's or even an entire group, the

in the southern italian regional pool. yeah. researchers wanted to test social emotions at a large music festival. a few new experiments based on gambling and trust, were set up to study theories that cannot be observed in the laboratory. the, just that the see is a professor of applied economics that france has national center for scientific research, who specializes in behavioral economics. we don't, that was the setup we want to analyze, has the incidence of specific emotions on that such as how true is uh and i can trust on if i am guilty. yeah. it's pretty expensive. these emotions are interrelated. 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 went into the vision for when we're going to give people an 8 year old voucher. but so not unless they have to decide whether to keep it or give it away the limits of it similar can assume people are selfish or individualistic and don't care much about others and see for them. yeah. so 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 year old 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 in the game play throughout the evening, allowed researchers that tested the behavior of the concert goers. they were divided by how they acted selfishly. for 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. would it get to me to choose, what did you choose? fancy the, the, she need the simplest 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 because he changed her choice at this she said she had reduced her chances of winning because she felt guilty of some of the massage, a lot of effort. it sends it more positive message to the other players and picking up the concept focus edition, he realized he didn't trust our people. so she decided to show him she's a better, more selfless person than he think before. look it up to about 50 pounds of pain. so can you see 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, 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 to be put to shame, which comes from revealing one's self and to be a selfish person in the people at the concert proved to be more out through istic and researchers initially thought this seems to be a positive influence of the group and that particular contact keith, we should because someone checked and they are feeling a range of emotions and experiences like to make them more generous than most economical. sadler, this sort of generals maybe because there are a lot of them as a principal or maybe because of the festive atmosphere. i'm not singing dancing and having fun, real cookies. all he did when again giving an idea is that cultural events play a role in creating generosity with jeanette outage in the visit. the 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 specter of an on democratic regime. the sooner we active voting and choosing a candidate is emotional that on the job in was the last thing we face the selection on a few ideas. a few criteria is not a complete program or a complete analysis of design humans. i just know that rational, we're rather irrational, there's one or 2 and then if i using the flows and now thinking the when i is simply the one who has the best mastery of human psychology and to something about

the use of emotions as a weapon of mass persuasion has often re to have a 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 in hatred, terrorist groups and as white supremacist groups and other types of extreme ideological groups are people who are using that language just to get their message out and to recruit people into their cause, the manhattan at new york university is department of social and cognitive psychology. professor j van bible as closely monitoring new attempts that political

manipulation hey billy, 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 ukraine call whistleblower. yeah, i think it's right. he's using a lot of these moral emotional words and his tweets perhaps and draw engagement on twitter. the beach of donald trump's media release 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 that these researchers trawled social networks in search of a very characteristic emotional vocabulary. 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 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 treat is, is associated with greater sherry and, and greater lakes among the 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 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 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 fake 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 capital. 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 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 a 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. the 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. so these aren't really all these algorithms tools are being trained to detect things in the image. it's a mathematical process that looks at millions and millions of images occasionally and learns what a car is pretty much what a person is capable and what an emotion is. as a skinny most of the day and then so we will go through the 3 emotions and we will test the software.

can you try 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? 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 facial michael expressions to detect the motions for a specific purpose who is on the emotion recognition can be used for a range of purposes depending on scale. for example, across the territories, if it's 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 go home to presume within pacific

for example, city. but it could replace the smiley buttons. you press to say whether you are satisfied by showing if a 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 emotions linked to the answers given you see if there's also potential feedback for interview ways to improve the interview process. you also finding out which subjects they may be comfortable or uncomfortable with and practicing for a job interview and will $44.00 interviews in general diligently. but the technology also raises many societies and ethical issues. and it predict the behavior based on a simple expression for specialist such as well movie. these

technologies must be handled with great care, but we are already familiar with them in certain contexts we added except taking emotions in, say, apple, it's the same is reasonable. so the idea of as, as a fading negative emotions can allow us to take measures and prevent dangerous events. though yes, i for security purposes in sensitive areas. so funny, you clean power plants, airports. yeah. why not? because we know there arose in an airport. we have lawyers, what, but in the streets? no, no, i don't know how we industry with that authorization. it's a real problem. it's one of the products 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. the

or, 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's the prospect of unwanted surveillance of performance and productivity losing. what's your inner emotions, reflect your private sophia's continue to? it's only natural to communicate by conveying emotion stuff. we're going to shock with i'm angry, you will react and x amount. you will affect your behavior. vicar. emotions can be conveyed and shed if you so choose me or cut us about the constant tracking of emotions is the violation of alice. i college it is dangerous because it goes beyond acceptable limit, guessing, also investigative, sending in itself. and by the best that the, our world is changing, but we can still choose to control the use of these technologies and learn how to

support attempted manipulation. by questioning our emotions, he can computers read minds all over the world. scientists are studying communications between the mind and computers. artificial intelligence began decoding or thoughts long ago. is it just a matter of time before it's able to completely understand how see tomorrow

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