Documentary about love, seduction and power ice. Cold passion starts october 8th on d, w. Ah, who has never played the emotion cards again, an advantage or when someone over joy, fear, anger, surprise, our main emotions are powerful, weapons of persuasion and manipulation. Emotions shape are mental abilities and our Decision Making occasionally causing us to lose all sense of reason. From neural marketing, to fake news and surveillance, tracking emotions as part of our modern societies and emotions have become a major commodity for retailers. Industrialists and political leaders alike deciphered sometimes fabricated and distilled for better or for worse. We are all manipulated by our emotions. Ah ah no, hold on. Hello everyone. Thanks for coming. When it comes to using emotions to manipulate, we have to go back to basics. We see that the brain has a rational part which calculates like a computer, while another part handles emotions and makes decisions more spontaneously. So if you want to manipulate someone using a motion to compel, if you 1st need to overwhelm the calculating part is shown to calculate ah, during a performance emotions are the chief allies of mentalist like fabulous, only god who play on peoples perceptions as he demonstrates expertly here without a klett, ill try a little test fit lou be as honest as possible. Think im a 3 digit number, was she then shouted out loudly and spontaneously with anymore for cutting work on their emotions. I give a broad scope. I think about 3 digit number cuz they start to think of a number, its and right away, as i impose a restriction, it with 3 numbers, need to be the same. And audit emotionally, its powerful. It breaks the process. Tell me on the count of 3123333. Thank you very much. I say yes, knowing isnt it . Ah, i just said 3. The brain has to decide quickly, emotionally, but its panicking and grabs on to whatever it just hurt 3 and triples it. Ah, this kind of trick guides are decisions under pressure, our brain is forced to make a quick choice. This little manipulation is one of the basic techniques of magic. Huh. But emotions arent just used for manipulation, and magic shows. We all use them to communicate and get what we want. Theyre also a weapon of persuasion. One we often use unconsciously from an early age to get attention or comfort. Later we use their power to exert our influence over others. Hello, please take is 8th. Oh, oh, yeah. Researchers and experimental psychology have shown that emotions can be used to completely disconcert someone in just a few minutes. Liberated just this test will assess your cognitive ability. Anyone can do it for this to 10 up. Today. It was designed for a 10 year old children. Several candidates are asked to complete a puzzle. The 3 part task is to be completed as quickly as possible. But its rig mm. The candidates on the right of the screen will easily solve the puzzle because the test theyve been given is very easy. Ah. Meanwhile, the candidates on the left have been given an unsolvable task. Ah, congratulations, you passed. Ah, its frustrating. You werent able to do it. Ah, i didnt manage but you can make up for it with this 2nd exercise. Got ah, the scenario repeats itself. The same candidates are successful. Well, for those being manipulated stress levels are cranked up a notch. Its impossible. And you cant do it. No. Her psychologist benjamin lives on ski. The reactions are entirely predictable. C so could the kiss explain what this experiment shows is known as learned helplessness, a food you actually learn the feeling of failure, denisha, childrens touch theory. Its a bit and in a situation like this is for the feelings of shame, or even real anger towards yourself can become very strong. Relent all this women, all these emotions, crease stress to some feeling of helplessness over diesel and censure. Not going to be able to do it in that it. The stress levels increased. It left with a plan, you become locked in, a vicious it is circle as a failure or sacrifice to the to shake. I just go ahead and the last part is no longer rigged. Both sides get the same easy test. Ah, the previous winners are flying, while the others are still fearful of failure. Caused entrees, it will be well stop there and ill tell you what just happened. The 1st 2 test were impossible, he garcia would possibly either see ah, the experiment fooled the candidates who got what suddenly new you seen how in less than 5 minutes you can begin to feel stupid and lose your self confidence because youre overwhelmed by your emotion. Was english oh, something i was feeling a little confused. I felt like he said, a little stupid. You actually become resign, you left with frustration. Helplessness is so a total loss of confidence. These have been many lumpy. So said, learned helplessness is a kind of rapid onset depression. All you, instead of doing what you have to do it less stress in my nest, the ties as you disease and you slip into a sort of depression, making it almost impossible to do to plus tube with seemed to fail due pro, many burnout develops in a very, very short period of time because i cool should for whoever succeeds, the process is the exact opposite. So there so self confidence increase, etc. Along with concentration and powers of memorization in which are important and exercises like these is cheaper. If the general feeling of assurance grows fueling confidence and more success, it damage your success with this experiment was 1st conducted in the seventys and resonates in our daily lives. When we have unattainable goals or are constantly being bullied, say at school or at work, these emotions become very familiar with that. But we usually have a grip on our emotions. Similarly with dill, they control our brains and influence our every choice. In geneva, professor david xander is director of the swiss center for effective sciences. He studies the role emotions play in Decision Making, custom upholding that when making choices. Yeah, 2 types of emotions influence our decisions. Yes. Yes, him tag, real emotions and incidental emotional. She dont fully integral 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 filled with missy mm. As in igloo to imagine having to choose between 2 fragrances in a store. Culturally, you smell both perfumed, le, and it would be logical to use your sensory, emotional growth of pleasure. You feel, for example, to choose between the 2 doses integral emotion on think it, it mm. Some emotions are useful and positive for Decision Making, while others are more damaging, losing a strong acid, incidental emotions on the other hand, should always be avoided. So for example, this from the emotion you feel because a certain music is playing in the store or because of the assistance smile. So hell jumanda says him was although they impact your decision once he dressed those emotions distract from the choice impact it. So you need to be aware of those emotions for smithy, ah, be where indeed. Because these small Decision Making flaws are constantly being exploited in our daily lives. O stores, brands and sales people are armed with a battery of techniques to influence us and make us consume more and more. In recent years, emotions have become a valued commodity. A new discipline has emerged known as neuro marketing, that link neuroscience and marketing. Your marketing is a field that has been around for about 1015 years. It is very popular and widely used by most major brands. The idea is that when you understand the consumer from an emotional perspective, youre able to cater to them better at the end of the day, what is really important for people to know is that you dont always behave the way you say youre going to behave. You act on the way you feel diana lu kaci is a director of a company that specializes in neural marketing and follows the emotions of customers in real time as they shop at a high tech store in montreal. So were here in a typical retail environment where many products are competing for your attention. You see areas with very popular items. So you may recognize areas that have sales going on and different promotions. All of these things are designed to capture your emotions and to make sure that they keep you in here for as long as possible. So its going to be pretty interesting to see what triggers an emotion with people as they go shopping. Ah, today were, were going to be doing is trying to understand how you feel about the shopping environment and whats going to grab your attention and so on. Over here, ferdinand is going to be tracking and recording your emotional state via an e g headset. So this just requires the brain activity at the service of your brain, and it gives us an indication to let us know how you feel about different products around you though youre going to see in the store. Ah, this is an electro in stella gram headset. It measures electrical activity in the outer parts of the brain. Small sensors on the skull, measure neuron activity, and provide symbol information about the type of emotions that play joy and surprise. Or conversely, fear and stress. In addition to the core emotions such as fear and joy, where 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. Oh, after browsing a few departments, something seems to catch her eye. Ah, well, i should get she did for my kids. I was naturally attracted by that space but i, i didnt wonder why it is. I was just attracted there. They are to the lights, although close the rest of the shop is more rough, more the colds. This one is a well softer, warmer use, more willing to go into it. Ah, the young woman clearly let herself be influenced by her environment. She followed her emotions rather than assessing how useful the product might be. Neural marketing uses these techniques to help increase sales at a variety of retailers. Stores and brands are always going to try to get your attention. Theyre always going to try to get you to buy more things if a part of the store is optimized, so that its appealing to the eye and it sounds good, it feels right. Thats really what its about. Its about optimizing their 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 retailer. Ah, ah, narrow marketing is now everywhere in stores. Ah, we are constantly being influenced every time we shop often without us even realizing it, we are more likely to fill larger baskets, for example. So we dont feel like were leaving empty handed. Prices are also rounded down to the nearest cent so that they always look a little cheaper. And then theres special packaging and product information. It means some of our Decision Making is not always supported by reason. Like the scenes of compulsive buying, where emotions are manipulated to push people into making quick choices. The applications are endless. The most effective scientific tools are available to companies all over the world. And they allow our emotions to be captured without us even noticing. I at the university of amsterdam brain and emotion specialists in the University PsychologyDepartment Found that a neural Marketing Company dedicated to brain imaging professor victor lama has looked at the emotions of nearly 50000 people, creating a gold mine for retailers hoping to create advertising that compels us to buy their product. Ah, when we get a particular new advertisement, we can say, well this is going to be successful or not. So we can actually predict effectiveness, ridiculous. You have like 80 percent, because you with the f m or i. You can gauge all the emotions and all the unconscious of the stuff thats going on in peoples hands in many european countries, brain imaging is only allowed for medical purposes. But this doesnt keep Multinational Companies from conducting these types of experiments abroad. While few are prepared to admit it, many use these techniques well with functional morrison. When brain cells get active as we increase in bluff wrong in several reaches of the brain, so we can really make a full map. But whats going on the whole brain functional m, r, i makes it possible to precisely see any hint of emotion experts can unlock the most intimate secrets of our grey matter. The volunteer is watching a commercial during this m r i so right now we have started experiments and were showing the participants, the commercials that were testing. Yes. And you analyze all those data time light for how they responded to what they saw on screen with by compiling brain scans from dozens of participants, experts can predict which adds will have the biggest impact. Mm. There is a sort of aysa recipe. You see they introduce fear and then negative emotions are involved, then they enter do as a solution. Possibly, if emotions come in and then at the end, even more positive emotions are activated. This typically how a effect of commercial works. You introduce a problem, a showed a solution, and then there is and value, ah, distilling emotions, whether negative or positive without us even being aware of it is one of the recipes for success. Ah, the emotions are based on neural networks. The brain doesnt lie. And when you look in the subconscious day, you can predict behavior after m, r, i a seals go up with 16 till 20. Sometimes you feel citizen ah, brain imaging gives advertisers almost unlimited ways to manipulate consumers and create the most striking commercials. But to get their messages across, they also borrow methods from theater and entertainment that have been used for thousands of years. Its the largest pool of inspiration to arouse emotion. Alexis, me, shelley, has created numerous works for a theater and cinema. Playing with emotions is an essential ingredient for his success. Yeah, awesome. There is a veritable austin, all of techniques for transmitting the emotions you want to convey with holl smith. The question is what, how do you provoke that emotion . If you provoke it through empathy, no pets with said to an audience cant be moved if it doesnt empathize with the characters together. Get upset once we empathize with our heroes. If something terrible happens to them, we feel sad for them getting involved with priest. Boy, likewise, theres Something Wonderful happens. Were happy for them. Who push, ah empathy is the ingredient that creates a connection with the audience. Ah, Research Shows that a person with empathy can feel the emotions of others as if they wore their own. Ah, in the theater and in cinema, the audience, his emotions are closely scrutinized and measuring viewers. Emotions is now just another step in film production. And in the business of manipulation, a proven method in the world of cinema was used at the rain Dance InternationalFilm Festival in london. Ah, this small, portable box records the and says emotions to provide film producers with valuable information about how to make a movie more appealing we can identify and the type of promotion with socio graph by the amount of emotion ah, identify and the amount of the emotional levels explain port and to attract the audience. So here we collect both of the data. So the additional levels and emotional reaction here we can compare 2 of the individuals from the, from the audience. So here we can see that someone has the reactive very much during the viewing. I hear one other individual that was more flat, so he was more relaxed during the viewing. Ah, measuring emotions provides a key piece of data to identify the most powerful moments. We can identify how effective this feel is which characters are there one of the most attractive for the audience, which plots or sequences are the best for the commercial or the trailers. But also with sparse would be the late deed, so we can get an in but full or more impact for the content. So we can attract the audience to be mares i, after i saw their graphic, i can pretty people react and all their fin. We have tested at the end, they have a worse ah, every filmmaker dreams of high profile awards. And this kind of research has proved very useful, albeit with certain limitations. Corner where we made the movie edmund, we did a few test screenings, and it was interesting because it allowed us to tweak the film, tighten up certain sequences that were too low. But the creator has the final word. We get rich nukes i to, i need the visual, the level of emotion. What story to tell, cuz thats up to the creator of it to. Theres no software to say, well, this is perfect. What would all be using . It fits you also had on tonka focus aqua ah, manipulating emotions is not just a lie way to encourage consumption. It also serves higher purposes, such as bringing us joy or creating surprise for us as individual. Primary emotions like these are the easiest ones to arouse. But there is another set of emotions, the ones anchored, and another persons gaze, the so called social emotions, such as shame, guilt, and trust, ah, behavioral sciences. Want to understand how one persons emotions can influence anothers, or even an entire group. Here in the Southern Italian region of puja researchers wanted to test social emotions at a large music festival. A few new experiments based on gambling, entrust. Were set up to study theories that cannot be observed in the laboratory. Giuseppe at an assay is a professor of applied economics that france has National Center for scientific research, who specializes in behavioral economics. But there was a set up. We want to analyze the incidence of specific emotions that such as al theresa called trust and kill yesterday. Since and these emotions are interrelated, i thought the la lateem of about 20 scientists had a unique playground. A crowd of 80000. 00 during each game to strangers were recruited to try and when was that . Isnt it when were going to give people an 8 euro voucher at santa and they have to decide whether to keep it or give it away the limits of it, sam. Okay. Assume people are selfish. It individualistic legally and dont care much about others. Okay. For any al city i, contestants were given a series of cups within a tub. The cup with the most white balls had the best chance of winning the 8 euro voucher, while the one with only one white ball had the lowest chance of winning. After selecting a cup, candidates were asked to close their eyes and pull out a single ball. If they picked a white ball, they won the voucher. But if they got an orange ball, the voucher went to the other contestant. The game played throughout the evening, allowed researchers to test the behavior of the concert goers. They were divided by how they acted selfishly, or altruisticall