I really glad to see that there is still
in many people in the room because when
I was thinking about doing psychology
nirakar conference I thought I will be
as welcome as Zuka back in data privacy
conference or something but you still
there for the moment so everything is
cool while I was preparing this talk I
realized that I was quite optimistic
because 45 minutes to teach you what I
try to learn in hundreds of hours will
be a bit difficult I know that you were
all brilliant minds and your big brains
but I have a small data rate for
transferring information so I will try
to condense as much as possible and I
propose that I will take you to a
journey where I will leave all the small
details on the side and try to explain
you more or try to make you feel on our
brain is working and I propose that we
take that because we're in a cure
conference in the reverse engineering of
the human but first I have a little
question just to warm up your mind also
it's already well done I think knowing
that the brain has an average of 86
billion neurons how many connections
between neurons that what you call
synapse is can we find in the brain of
an adult and little int with on average
between 7,000 and 50,000 connection per
neurons to other neurons it's a lot 100
to 500 millions if you want to compare
with core i7 the biggest one there is
something like 2.6 billion secrets in
there so the brain is still better than
this but it's like comparing oranges and
Apple it doesn't mean a lot so far so
let's go to our little assignment
we need to act humans
I propose that we will use two
well-known representant of the human
species bobbin Alice it seemed that
those two together because they
exchanged a lot of messages recently but
let's see let's start with the hardware
rivers I mean I'm not really good a cure
but most of the time we start with the
other words what you will in front of
you so good-looking
I guess you won't look at the
cryptography the same way next time what
do we have a body would be different for
the male and the woman which if you look
at it you have a big microprocessor with
some Isaac on the side to do some
specific tasks to HD cameras colors
colors on in the middle nuts on the side
and with a really good movement
detection to microphone one speaker
sometime I 5 or some of them and a
really really big artist accepts we can
put a lot of things in it but it's
really out retrieve that's something you
will see after just four you know
because there is a myth that we are
multitasking that's not true we do time
sharing and as you can see the more you
increase the task the better we become
that's obvious oh and yes it's true for
women to look at the CPU it's a bit
different from all each region has some
function the font of the brain is used
to do all the executive function the
sorting prioritization we have the the
part of the wind that manage the the
muscle the sensors the eyes the ears
everything is there and you have a big
USB called the spinal cord that will
transfer information to the rests
that's just for you a bit for fun but
you will see if you take a section of
the brain you will see there that's each
part of your body has a specific
location in the brain to managers in the
sensors and also the motors and the
little dwarf that you see there it's a
human with the proportion of the size of
the neurons that you have in the brain
big ends just a little first tip if you
have to ask someone and he can works
also with your kids when you ask someone
to do something just touch him on the
end thank you on the shoulder it will
increase likely that this person will do
what you ask
just because you become a bit intimate
somewhere you when should let's continue
there is a database there a big one you
can see on the picture
it's rigidly you know but there is a lot
of those nerves that we used to
communicate we have the same in the
brain nerves adjusts then writes an
axiom with electrical current going
through it it always goes into one
direction to the other one although it's
not always true but most of the time it
going to the Dom the dendrite to the
neurons and the little yellow gain that
you see are just there to make the
current flow faster that's why kids are
a bit clumsy because they don't have it
yet before seven years old so the
current is much smaller slower with them
why am I talking about it it's because
there is something quite interesting in
the in the nerves at the end when you
have the connection between the
terminals axioms and the next neurons
exchange of information is going that
electrical I'll tow it sometime the case
we will see it but chemical meaning that
the neurons just release a little
chemical particle that will be captured
by the other one and will trigger a new
signal you see the chemical the electric
the thing with the chemical is that it's
a bit slower but it allows you to go
faster because it increased again and
also you can release some proportion of
those chemical substance that we call
neurotransmitters while the electrical
one it's just on and off I need some
short distance you just find them in the
brain why are we talking about this is
because those neurotransmitter there is
a bit more than 200 different kind of
them and two you see the the glutamate
and you get the gaba and 99% of all the
one you use
but you're the one interesting dopamine
serotonin oxytocin you maybe every other
about it the neurons that's you do
specific neurotransmitter every specific
function in the brain and will give
specific reaction into our behaviors
just also to understand because I'm an
IT guy I did psychology after I mean
it-it's 1-0 it's easy to understand it's
logical the brain imagined 7,000
connection between each neuron 15,000
it's a lot of possibilities and you have
some of those neurotransmitter the
glutamate with excitatory and the other
one were inhibitory meaning if I have
just an electrical current going to the
end of my neurons
sending a signal to the next one he
reach a certain threshold the next
current goes to the next one
but if before that I have a current on
another kind of neuron with inhibitors
and then oops too fast okay but then you
will not reach this threshold and
nothing happen that's two neurons when
you have 7,000 it's really difficult to
predict what will figure on your nose or
not
so basically the brain is really an
allergic modern digital that's for sure
and nothing is never guaranteed that's
why we're sometimes erratic anything can
change it so we talk sometime about
neurotransmitters and also about almonds
they can be we can use the same name
because they're the same clinical
component except that the
neurotransmitter and the neurons your
Monza in your bloodstream most of the
time they are used to communicate with
the entire body when I take some
hormones like testosterone or cortisol
courtesan is the amount of stress it
will increase my outweighed my breathing
it will also shut down some part of my
brain just because cortisol is the
amount of stress and stresses you know
something that is triggered when you
have you feel fear and if you feel fear
and you're in front of let's say a big
Lions in the jungle you're not supposed
to do oh it's a nice day today a lot of
people you know is the Lions and here's
the exit and you just have to run
through all the exits that's what you're
supposed to do so coach is always just
switch off all your power that you just
say it's a nice day we'll just say
problem/solution all those neurons and
we have a lot of them you've seen one of
them one specific kind of them using
dopamine endorphins Col the reward
system every time you have desire that
you have pleasure that you were craving
for you or anything that you want food
or something that's a responsible it's a
culprit and that will be your fun to add
people because it works really well and
it makes us addict of whatever you want
the good thing is that it's always the
same path always the same neurons and
anything you will supply to him that
will trigger it we work so sometimes you
can just replace one trigger by another
one for the brain is the same
and so you can have the same result even
if you meaning if I don't give to
someone what he wants which I give him
something else that will trigger the
same path it works too so he can be
quite creative
oh and just forget also that's something
behaviorism you know Pavlov most of you
the dogs right the little belly gives
food and the next time that you bring
the bed the thing is when you want to
ever when we want to reinforce a
behavior you need to give the reward
just after the little stimulus if you
wait too long it loses the effects so do
it fast it brings us because it was a
short pass on the other wire the fact
that between neurotransmitter and
chemical and some behavior there is a
direct link some give you will trigger
some hormones release some hormone
release will trigger some behavior or
change in behaviors and yes the brain is
strongly influenced by some chemicals
you don't need a PhD for that it means
that the best activity can probably be
defeated by a few beer and a tall order
stuff too and I know it was then we go
to the software the operating system you
see the version human is there for what
one hundred and twenty thousand years we
still have the same brain doesn't change
the software it evolves with all of us
but just for each of us but the biggest
part is still the same so it's version
1.3 or something like this minor updates
but we have a lot of fork of its meaning
it's really difficult to predict what it
will give for you for me for anyone here
you need to adapt to everybody the brain
has two main function
the first global eats to survive and in
order to do that it's it has to make
sense of the world you have seen all
those sensors those motors it's a lot of
information you have to treat process
all that in order to make sense it is a
lot of pattern analysis we are really
good in pattern analysis little riddle
what's next hmm it's one treat five
seven that's easy
most of you can do it I mean that's why
our brain is there the thing is let's
try this one
it's a difficult one in fact if there is
a logic I don't know it's I try to find
something without logic the thing is all
you feel when you see that and you are
not able to solve the the thing I don't
know for you with me it makes me crazy
or brain doesn't like not understanding
a pattern it makes us stressed the thing
is when I have that kind of thing what
do you see a cube but it's not a cube
I mean our brain doesn't like something
you can understand some sometimes we
just invent and fill the gap
that's what create the illusions same
thing here we see things who doesn't see
the triangle everybody where is there a
triangle there nowhere we just fill the
gaps same thing here it's a cube okay
let's say remove some of them you still
see a cube somewhere why there is
nothing we fill the gap and sometimes
even if it doesn't make sense we
continue and you can look at it and know
that it doesn't make sense and you still
see it
that's the asic processors you know the
thing that they've been trained to do
some work they do it really well really
fast but sometimes they screwed up one
other thing that you need to know to ask
someone is that if you make something
that is inconsistent that will trigger
those stress
there will be more vigilance and they
will start using another system that
will be much more difficult to action
yeah yeah I don't click too fast but a
and B same color then look snag
pay attention is the same color it means
that the context will change everything
the way your brain will work what do you
see
Circle so long circle what do you see
and then and now I add information more
and more and all together they form
something and know what you see is a
face while it was just a few circle in
lines and it's really difficult to block
that meaning we have those as it
processes that we can react because they
do something but we cannot stop them
even if sometimes we know that it's live
another thing that is quite special
specific to our brain is that that's a
table the other one to do they look the
same no but you know there are tables
you not have to think about it meaning
what we do grouping categorization and
we also know that tables with chairs a
part of the furnitures
when I say a draw me a table what do you
do which one you select most of the time
the easy one is what we call the
stereotypes or the prototypes in facts
for every representation of an object
there is divert a simple version that
allows us to ever an ID an image of it
and that's what create also the
stereotypes why do you see there a man
with a bird Caucasian blue eyes marine
cap and if I ask you what you know about
this man you will maybe say oh you must
be out working social firstable the
stereotypes no if I tell you on those
tools picture there is one worse serve
time in jail
which one the thing is if I do that no
it's back on the list of the several
guys the other one did time same thing
here if you have to choose you will say
hmm tattoo probably bad except if you
have tattoo yourself and still basically
the contexts and some little details
will allow you to be anyone anybody and
to make people believe anything because
when they don't have the information
they fill the gap and you can feed them
before roasting it's something that we
call the yellow effects
it's a tendency to use information that
we have and project it to something else
for which we don't have information just
to explain it simply if you're good
looking people will think that you are
smarter than most of the people if you
were a suit you probably some authority
position your director or something if
you have dirty clothes you over you're
probably less organized than anybody
else
I mean where is it true nowhere but
that's what we think we use that all the
time sales men fall for cars why is
there always a woman beside a car
because people believe that if the woman
is really beautiful
hey and I have the car I would have done
woman it's an association and in fact
you can have the yellowest act is the
same woman but you wanting the same
thing with the right picture because
there was a dog just at if four people
were alone single picture with a dog or
cat works better always it makes you
look like you most social nice kind and
cetera always the details if I'm a man I
have a suit a white shirt a bird I have
a dog a kid in my in my hand people will
trust me it's like it if I very nice
Metallica t-shirts a dirty jeans maybe
not why it's because our brain is doing
something quite simple a it will be P
equals C so a equals C it's busy and we
do that with words also chocolate
dessert coffee pancakes just by reading
the names you already start thinking
about the dessert that you just add and
if I talked about the little disordered
yesterday with the ice cream you know
Vania bourbon on the top of a really
warm chocolate cake you may be already
angry now just words we'll figure the
same reaction in your brain that the
real deal
that's magic now we can make things
appear storytelling is even something
that is way beyond you the words when
you tell a story to people you can see
their brain light up on your memory
machines it's like they were living the
thing and if they can identify
themselves to your story Wow
bingo when you go to a movie that's what
happened if it's a good movie I mean you
know one of the movie to which people
identify themselves most is Star Wars in
us under didn't us I mean was the
lightsaber at home a real one I mean was
flew an x-wing nobody was a Chewbacca in
driving as a co-pilot nobody so it
doesn't mean to be really just mean that
you feel something in connection because
you suffer the same way because anything
you've probably books that move you that
made you tear or the change your life
they were just words on paper but words
can do that we'll come back at it the
thing is the microprocessor Nozick's
they work two different ways the
stereotypes is part of the the fast way
of processing the data they work really
well they're energy efficient you don't
have to focus you don't have to to say I
want to do that it's like the illusion
you don't have to think about it you
just come like this but if you want to
think about something and say hey what
they are saying is it true really then
you need to focus then it will take time
energy a lot of efforts focus most of
the time we use the fast mode when do we
use the other one it seems that with a
in psychology model called the directors
processing model you
the theory is that whenever someone says
something to you
you will believe it except if before
something trigger your vigilance the guy
already told you five lies in the past
probably you won't listen all he's doing
some strange face what we're talking
maybe you want but most of the time he
gets in and it's told and it's flag as
true that's what happened when you go to
school and your kid they tell you a lot
of things and you say yeah it's true of
course you see you're powerful it can be
manipulating people you just say things
if you say the right way he doesn't
figure any vigilance that's it
you've just implanted stuff into their
brain in fact we can even created false
memories in your brain there was a
really nice experiment where they asked
people to watch a movie of woman driving
his car and then having an accident and
to the first group they said eh did the
woman pass the red lights and to the
other one that didn't ask anything and
then they asked both groups to watch two
movies one with the red lights and one
with we thought and I said which one was
the original movie so the one with women
they asked was did she pass the red
light they saw they say yes the one with
the red light except that there was no
red light in the original movie if you
tell them yes we implanted the memory
into your brain and say no no way I'm
sure of it if you want to influence
people there is for trick-or there is
more than this Ombuds time time pressure
you know it's night if you have any
phishing email it's always urgent why is
it version because it's surged and the
slow model is slow you don't have time
you take the first one so you go back to
stereotypes all the time when you need
to study stereotype the only thing that
you do you
people you have five seconds to answer
poof stereotypes Authority is the same
if someone asked you to do something in
his your boss jump yes sir
jump you don't start to to ask question
emotions oh that's a real powerful one
we'll discuss our and this story also
because the way you have experiment
experimented any situation before will
modify the way you will experiment it
after you know the saying I don't know
if it's in the same English but if you
have been born with what water we will
take ok we will pay attention with cold
water - it's always true your history is
modifying the way you will think if you
have been bitten by a dog once you will
be really cautious with all the dogs
even with the nice one
it change your perception everything
there is a frame it's a context and
context is everything
that's the different emotion that you
can have much you will come back to that
just saying if you want to play will on
Ramon rewards with someone smile don't
look sad if you want to use the thority
look angry there's a wait work - if you
want to - see were the directors in a
company it's easy
they always a guy where the visit the
face a bit looking like they're angry
all the time
busy and angry all the time managers if
you want to look at eristic bit sad
helped me it works really well so
motivation that comes from the CIA they
have a very good man you know what they
do those - the manipulating people and
they all say there is four triggers fear
rewards altruism
and self coherence fear is a strong
emotion there was a dedicated path also
in the nerves for that it goes
everywhere when there is fear everything
change the way you think change the way
your body relaxed for the rewards we
talk about it
your craving for its sugar sex all the
time
money food how it fits me something
different and there is a reason why it
is there is that as a specially if we
want to build something we need to work
together and if you do something for
someone there is is more likely that you
will do something for you so we tend to
do things for the others and we kind of
like it self coherence is basically what
I told you before that we try to see
pattern and we own that it they make
sense but we won't wear the same pattern
for us that you are playing on our self
the story that we tell about ourselves
to be career on to if I say hey I like
animals I am a vegetarian and then I
will go to eat a steak something go
wrong oh I will have to change the label
and say I'm a what they call at
flexitarian know something I will say
yeah but I was really hungry I need to
eat something when you not in that state
of coherence we call that cognitive
dissonance it's something that is quite
often used to make people change their
behavior you just pinpoint what is wrong
in in their story and then their stress
and they need to change something it's
quite good motivation another thing that
you can do it's also change the the
frame and a bit manipulated that's our
house if you look at it it's for sale
you will maybe say hey it was eight
hundred thousand euro okay no
you put a price on it three million it's
way too expensive I mean three millions
guy okay how much does it cost you do
you think and now you come with 1
million it's cool anchoring you provide
the numbers even if the number is a
realistic you redefining the norm and
people will move it above and you can do
the same below if you make it for if you
say it's for sale four thousand euro
people will say seven hundred thousand
even professionals even if you tell them
that you're tricking them so the summary
for that you find a frame the contexts
if you need to ask someone with if
defining the frame you can do whatever
we can all become monsters in the right
context think about war people when they
come back from war they're still dads
that still normal people but they're
they kill people
some even torture others why because
there is a frame that says it's a load
if you play a video game is the same you
change the frame and know you can you
can drive five 300 kilometres powers in
a city in some games you can shoot
people you don't become a maniac or a
killer after that because you feed your
friend back to normal life but if you
can define a frame in which what you
expect from people it's acceptable
perfect you just need to come with the
right story always be consistent it must
make sense the minute he doesn't make
sense
vigilance and you lose everything pick a
motivation for the change and use the
emotion accordingly so stay consistent
and then really find a norm what you had
with what you expect from them is not
something that they do normally change
UNAM explain them that's for everybody
else it's normal in that framework and
it will work they will do it because
that's the right thing to do that's it I
hope I wasn't too complicated any
question any questions we're all too
short I have a question for you right at
the beginning you said if you want to
get somebody to do something for you
touch them but when I've worked for
people bosses and things when the boss
comes and does that kind of touch you on
the shoulder like you're doing great
work I always feel the guy is being
completely false yeah yeah there is some
subtlety there are you it's indeed if
you come here no it's just thank you you
see it's it should be natural same thing
if it's not consistent I had a boss she
was a loom not really lie by the people
and at some point there was you know
those survey and in a survey they said
yeah the management doesn't care for us
and she told me what should I do
should I go there and say hello to all
of them every morning say nobody will
believe it it's not you I mean if you do
it
tomorrow they will say something is
happening no but she just needed to do
it sometimes just listen so there is a
pattern you can change a bit the pattern
but not too much either any any other
questions you're thinking about bosses
touching you on the shoulder as you say
it in the beginning
this topic is obviously much much wider
than this presentation and will not fit
for the 45 minutes what will be the best
book for this topic you would suggest to
low to read I'm starting the lists it
will be on the slide but you can already
start with okay you already manipulating
me right yes mr. melodrama
hello thank you for the presentation do
you have any tricks to try not to remove
all the manipulation but to try to
abstract yourself from those those
techniques you want to just wish I
understand you you mean to avoid to
avoid being manipulations when you know
the tricks you see them coming I mean
you know this amid those seminars last
week I explained people that's we use
something called implicit you go to a
garage you see the car and the guys
coming says oh in which color do you
want to take it implicitly it means you
want to take the car he asked a question
but he is telling you that you were you
desire the car or something and they
used that trick all the time also this
asks for something small and then they
go further there is a lot of things that
are used to manipulate people the good
thing is you can try to learn all of
them and I'm not sure I've finished with
that because I have a long list of thing
to read or you can just come back to
what is important for me I have my
values I have the things that are
important for me people ask me to do
something is it really something I want
to do but the thing is it means that you
have to come back to your slow thinking
all the time so it's not always easy so
what do you do you know the people you
can trust and you know when you're not
sure when you're not sure just pay
attention but the thing they use most of
the time is pressure the time pressure
so as soon as someone is saying it's
urgent or hurry up
just slow down
any thanks great talk
do you have any recommendations for
let's say people our times now and our
politics because I see these tricks
being played heavily currently yeah with
internet speed Tara Facebook etc it's
like four slow down right go to nature
politician the user in the book that's
really an excellent book can man won the
Nobel Prize of economy in two thousand
something he's a psychologist
psychologist Nobel Prize have economy
why because he showed that we do not
think in a rational way before that
economists say people are rational and
he showed clearly that it was not the
case and one of the thing in that he was
in that they discovers that when you ask
a person a complicated question we tend
to answer using a simplest question
meaning it's we just votes who read the
the program of all the or for the
candidates Wow congratulation that's
devotion most of us didn't do I tried
with my wife which why I said with she
is a PhD I added I mean with and we are
not able to understand what was
different for me from one to another so
at the end you cannot answer the
question which one you want to vote so
what do you do most all time you vote
for the guy you know you vote for the
guy that isn't as nice smile
in fact there is a lot of studies
showing that in the u.s. elections it's
80 percent of the time is the tallest
guy that win it's a bit strange now
so not the question for me is this
cross-cultural there's no personal
things work working across cultures so
cultural is something that defined you
the context so some of the thing would
not work in some culture of course
touching people I would not recommend it
in your culture of course so you need to
always to adapt as I said there is seven
billion fork of the program so you need
to understand what is different the
thing is even in if you talk about
countries
yes subcultures in the in each countries
sometimes you have more difference
between Antwerp and shallower that
between Brussels and Barcelona same
country but skirt cultural difference so
you need to just take the time to
understand people when you are when you
do the fishing stuff I'm starting a PhD
on fishing
nobody is doing fishing anymore because
fishing doesn't work what they are doing
is most pier fishing now even if it's
large because you take something that
people know where you know or they will
react the last thing was football there
was thing about the election why because
it's something that you have in common
on which you can it's a trigger you can
average it but if you talk about
football in I don't know which country
doesn't like football and it'll be
nobody ready
yeah maybe in America indeed they will
say American football but if you say
soaker tub yeah it doesn't work so you
need to define what's what click in each
country in in structure ok any any more
questions
ok so let's break for 3 minutes thank
you very much
you