Neuroscientist, a world expert on the psychological science of smell and someone that im eager to have as a colleague and a friend. In addition to numerous awards and grants for Research Record accumulated over the last 30 years including more than 80 original research host, multiple scholars handbooks and several academic and popular books including the College Textbook sensation and perception the Fifth Addition the sense of desire discovering and thats disgusting unraveling the mysteries of propulsion. She is a soughtafter professional consultant in various industries and is frequently called upon as an Expert Witness in cases involving olfaction. Among commitments as two things are likely to work with dr. Rachel herz adjunct professor and i love dealing with her with studies at brown for Research Teaching and projects related to food. This evening you are in for quite a treat to hear her latest and fascinating book why you eat what you eat the Science Behind a relationship with food. Please join me in welcoming dr. Rachel herz. [applause] thank you so much emily and i hope i can live up to that introduction and thank you for being here. What i thought it would do is give you a sample from my book reading various sections to you and afterwards well have a q a and see what happens. Not necessarily in the order that things are written the book im going to start off with something which is in the beginning in a chapter and im going to read to you about happiness. Its not surprising people at the proverbial have less control over their ability to resist and. Extra liking for sweet tea is coupled with extra pressure or media. Sweet lovers get more happiness from sweet treats and experience stronger positive moves from eating sweets than those who arent as drawn to sugary foods. How much of a sweet treat you have determines how much people like you and how like you are. In an Extensive Research project at north Dakota State University in Gettysburg College in pennsylvania david done eating sweets and being sweets were highly correlated. First it was confirmed that we believe liking sweets and being sweets are connected. Strangers who were described as liking honey were rated as friendlier more cooperative and more compassionate than strangers who were described as liking grapefruit lemons, bitter or sour salty and spicy taste. To further experiment show people who reported higher preferences for sweet foods were indeed more cooperative kinder and exhibited more outgoing behaviors such as helping in a local Disaster Relief effort for completing a survey to assist a stranger. Another study demonstrated after brief taste of the sweet foods such as chocolate compared to nonsweet foods such as a cracker people felt they became more agreeable and proving it wasnt just talk. They also volunteered or their time to help someone else get this means a little sugar can give off more sugar. Tasting Something Sweet makes us happier regardless of how much of a sweet tooth we have. Sweet treats brighton or mitt appeared in the flipside how sweet something tastes is affected by the mood you are in. A study conducted at the university of minnesota investigators how stressed might be able to change taste perception. Participants watched a nature film for 30 minutes and i must stress that the under 130 minutes of distressing time including preparing a public speech doing difficult mental arithmetic problems and submerging their hands in ice water for 30 seconds. Each day following the stressful experience participants rated the intensity in practice and pleasantness. Feeling feeling stressed the ercis relaxin has no impact on how pleasant they were rated to be a ghana ghana stressed that it takes a sweets though not salty sour or perceive is noticeably weaker. In other words stress make sugar taste sweet. This means we need more sweetness to get the bang for a buck we are looking for when we are stressed out which may cause us to go for extra sweet treats when we are frazzled and tense. Tasting a little sugar can make a swig of that would need to be careful not to over indulge when we are not feeling so nice. Now im going to move on to a section on the psychological aspects of the things that influence how we consume food and the consequence of eating and we do a section called the milkshake placebo from a chapter mind over munchies. The placebo effect and which will we thank alters how we feel can be a foundation in an emergency situation. Aganay wind Pain Medicine is in short supply has convinced the soldier that a pill is more than one something the sugar amazingly applied. A wide range of other placebo effects rarely occur. If employees are told their jobs have exercise benefits they will lose more weight than they are coworkers who are given this information. People are convinced theres a correlation between athleticism and visual acuity youtube better on a vision after working a. Of sleepdeprived individuals believe decaf coffee will relieve their fatigue and mental thoughts and runners getting a shot of saltwater and telling them they are getting a performanceenhancing drug will run faster and report spending less energy and having a speedier recovery. These are just a few examples. Believing that we will feel healthier stronger because we have taken a magical pill is powerful selffulfilling effect that the mind over matter changes are just that, distractions, mental control and positive emotional states generally within our conscious awareness in the up consequences on other psychologically driven state such as energy level and perception is not surprising for what would be surprising is if a mind implements what we seem to have no conscious control over such is our metabolism. In a fascinating experiment colleagues did a shape testing study. In one session of volunteers evaluated a french vanilla shakes served in a bottle with a label indulgent and you learn tagline decadent but smooth rich and delicious on the package. On another they were given a french vanilla shake taglines guiltfree satisfaction and promoted as having 0 and sirrotta checker. On both nutrition stats are highly visible. The topline content rang in at 6 hundred and 20 for indulge in but only 140 for unbeknownst to the participant to shake was identical opposed sessions and contain 340 calories. The experiment involved more than just drinking milkshakes. Both sessions separated by one week an intravenous catheter was placed in the partisan as arms of blood could be drawn before they drank the shake when i first tasted the shake in a happen now or after they finished. A hormone secreted by the gut when the stomach is empty. It signals the brain that its time to eat. Adrenaline flows from that haslam so we burn fewer calories when we have to hunt for food for sustenance. After hard email it signals the brain to stop feasting. This drop also wraps up the metabolism so they can burn the calories we have just ingested. By contrast after eating a salad holds addressing levels barely budged. In theory the rise and fall of adrenaline occurs in proportion to the calories we have consumed. In order to achieve a healthy metabolic balance. The communication between her brain and metabolism dont always follow the same theological rules. The study found when participants drank the indulgent shake their adrenaline levels rose after the first taste and 30 minutes later dropped an astonishing three times more compared to when they drank the other shake. When they drank the low calorie shake their levels remained virtually flat. In other words at the participant believed they were drinking a high calorie milk shape their body responded as if they just consume three times more calories than when they thought they had down the low calorie shake her despite the fact that the two shakes were the same and the number of calories they contained were high. This means simply believing you have consumed a whole lot of calories speeds up your metabolism. You burn more calories and makes you feel less hungry and your assessment of the energy content of what you have ingested. A milkshake magician who is now at Stanford University told National Public radio that labels are just labels. They grow a set of beliefs and our Police Matter and virtually every domain in everything we do. The cautionary takehome message is that buying foods with low calorie labels may backfire by slowing down your metabolism so you burn fewer calories than if you didnt know how many calories were in the low yogurt. The bodys attempt to convince yourself what youre eating his extravagant even when it isnt. This is very hard publish some labels on containers to carry content. The better alternative would be to take the full full calorie version of whatever youre buying since the calorie difference isnt that much. A half a cup of whole milk in frozen yogurt with three and 4 grams of is only 1100 for calories. Not only will your metabolism not be suppressed the higher content will make you feel full for longer. Beware that lowfat often means high sugar. Our physical environment has a tremendous impact on our experience of food in the consequence of eating psychological and physiological whether we want them to or not. Now im going to move further ahead into how the environment can influence our experience of food and our interactions with it and this is about how the shopping environment influences what we buy when we are at the grocery store. This is a section called byob or bring your own bag and youre buying indulgences. Increasingly stores are compelling customers to bring their own shopping bags. By penalty or persuasion protests of 201530 u. S. Cities have imposed some sort of fear regulation of the use of thin film disposable bags. Elsewhere too the process of bringing your own reusable bag is becoming they were awarded in many stores encourage this process such as donating money to a charity of your choice are entering you in a raffle to win free groceries. Bringing your own reusable bag is certainly good for the environment but can also youre purchasing behavior in ways you may never have imagined. In a groundbreaking collaboration Business School professors from Harvard University and Duke University conducted an analysis of shoppers behave for large commercial Grocery Stores in california between 2005 and 2007. Using data obtained from royalty cards the researchers were able to ascertain what the shopper spot and whether the shopper brought their own bag. Total information was collected for 884 households and almost 143,000 shoppers. The results in the twoyear study revealed two major findings. Shoppers who brought there on bag bought more than shoppers who relied on the stores bag. Second byob shoppers put more indulgent foods such as deserts candies and chips at the checkout. Consumers who favor organic items are likely to care about the environment and therefore are already consciences about bringing their own bag. This study demonstrates anyone is buying organic planet by Reusable Bags because buying it makes you think about the environment as it itself is an environmental events only environmentally friendly item. Since organic products are considered to be more environmentally ethical bank to mention the products into the shopping cart those organic avocados go. Seeing food as a classic example. The effects can also be more subtle. For instance when people see a picture of an exclusive restaurant before eating a they eat with better table manners and if they were shown as something completely irrelevant. This is what you need to do as little kids. [laughter] white is an earth friendly bag encourage you to buy more food friendly treats . You feel virtuous because of your bag. This leads to feeling entitled to giving yourself a pat on the back because you have done a good deed and it comes in the form of tasty calories. People do not by themselves in a candy bar. Theyre more likely to purchase organic over conventional eggs. You have to feel like youre being virtuous over your own free will even though it still another observation is if a shopper had children buy groceries for the family there is no difference in the number of organic things they brought. You have to buy food just for yourself or this to take hold. A fir for the factor was whethee cost of those trees were made filling. Theres a big sign with the price rewarding yourself was eliminated because seam price tags reminds you to be thrifty. That only happens if you bring your own bag freely. If they you buy freer fewer treats in the first place. The bottom line is that shoppers who bring their own bags are more likely to treat their environment and themselves well. Doing something virtuous might not be as grand. Really doing something beneficial to yourself. When the cards of over a thousand shoppers were tracked to us from a after shopping in the britches produce aisle customers next to was one of the vice sections, the alcohol or ice can department. We report our Good Behavior we are especially assiduous about balancing act when it comes to calorie intake. In a recent study that followed hundred 26 people over six weeks more weight someone had lost the less they would loosen where they would gain the next week. Were good at keeping our behavior and weight balanced whether we like words that are not. Its why diets fail. We extend this far beyond food and eating. Will we make more decisions in one aspect it can make us feel entitled to act morally and others. Move back and talk about my favorite since which is the sense of smell and reach a section called aroma kit craving distractors. 2013 the study conducted in the United Kingdom exposed women who are trying to diet to the sense of fresh oranges or chocolate into session separated by a week. The faster for at least two hours and neither had chocolate and broke it into pieces are segmented in orange. In each case they inhaled the aroma several times. It was then removed and then they participate in the snack in which orange slices, cereal bars and chocolate were placed on a tray participants could help themselves to judge how good it was. They then came back a week later and were exposed to the aroma they had not been exposed to. No differences were found and how they rated the two sessions. On the day they smelled fresh oranges they consumed 60 less calories than the day they did when they smelled chocolate. One is that since a warm starts the memory sensors in her brain acute and memory reminding dieters of their longterm weight loss goals grapefruit aroma affects the same way. Alternatively, the sense of chocolate solar the participants were driven to eat a balanced meal because they couldnt resist the chocolate aroma. Chocolate is by far the most craved food in western culture. Attempting to resist it only increases your desire for it. This fits with the elaborated intrusion of desire. Once you fixated on it thinking about it more makes a craving stronger. Industrially they conducted experiments and found non chocolate aromas and nonfood aromas can help reduce cravings for chocolates by intruding into our food fantasies. In the first study they presented College Students with High Resolution photographs of appetizing chocolate such as chocolate cake and brownies. His display for five seconds and they were to think about the food and how much they wanted to eat it. While there thinking about it they simultaneously sipped water, nonfood order such as jasmine or food order such as green apple. On then rated how much they wanted to eat it. What they smelled had a big impact on what they wanted tea. When they smelled jasmine it was 13 less than when they sniff green apple or water. It went on to show that nonfood orders are better than others at reducing our food urges. For this study they compare the effectiveness of when participants were presented with things such as pizza and ice cream a pitcher was first shown for five seconds and the participant was told to imagine eating it. This time all their thinking about it that either smelled an unfamiliar order to smell like lupita known good way heard meaningless words or stared at a blank computer screen. The blue light smell reduce craving by sweet foods. The 2016 study further confirmed that between tempting treat and food aromas when they were shown pictures of chocolate desserts and charlottes citrusy sat there and cravings with 30 lower by contrast when they smelled vanilla the craving shut up by 20 . Most likely grapefruit olive oil, clean and fresh mint to censor the secret to diet therapy. Nonfood aromas help us resistor temptations by triggering associations that distract us. Sense of Healthy Foods can remind us of our food intentions as in the study discussed in which it was introduced and for dessert. In other cases since connected can make things more decadent and so were satisfied by eating less of it. A simple technique to try is a nonfood order when youre daydreaming about donuts what about your aroma now get back to work. The fact that your ability to smell is extremely cute at this time of day. We dont have a stash of aromas try a different sent from the library which has over 200 different every day since. This crayon, green health and citrus and sweet decadent aromas. Odors trigger most memories. Find some that triggers personal memories. Similar take a trip down memory lane to transport you back so moment when you are fulfilled inspire you with feelings of confidence can deliver a punch of positive emotion to give you the fortitude to move further. The key is to find the aroma thats particular to you. Once you found aromas that carry you to special moments in time uplift to try inhaling one when a craving hits. Even after the intensity fades now that youre free oriented yourself your crib and should be diminished so you can get on with what youre doing. Odors and taser powerful sensory forces guide and shaper experiences in extraordinary ways. There many others sensory and psychological factors that play roles and whether we reach for a burger banana and how much we eat when we do. Thank you. [applause] anyone has question the should be a microphone movement. [inaudible] i wonder what the factory be on a negative smell how that would affect you regarding your desi desire. Im good talking and inspiring. Theres two things going on. This case it was just to be a nonfood order so the food to not relate but if it were in