serge you hear me you’re in control yeah
because there I’m on stage I did not
not much time what is the
already serious text I dream of a
bank at 90 okay it’s not for this
ok event ok yeah no
problem not employed I remember
now ok yeah I am very
happy to be here among you
today
really and when I when I learned
that I was going to participate in a
ted conference
I said to myself ryad you have to
put the package you have to do
something exceptional
a thing that is they never have
seen and who the phrases remember you
of you in this case I vouvoie of
now and then it happens to me
decided to start by telling you
a story
so I know it’s not very original
however this is my story and
that’s why it’s exceptional
1 I have an announcement to make to you I
stop smoking
[Applause]
it’s warm to the heart frankly
when it’s spontaneous like that
effectively
1 I started at the age of 40 I
know it’s not very clever
I have 45 I know I do not do them
five years it’s both nothing is
huge when you think about it and especially
when we know the damage that can
cause to be there 1
yet the authorities never stop
to educate ourselves about the dangers of
cigarette
1 you saw the last campaign
about the neutral package and the photos
associated with it small florilège
you first have the soft though
to spit smoke in the face of a
baby we knew a little more soft
then you have the creepy
there we approach the theme of death no
coment and finally you have the trash
which are frankly limited and well
none of these photos prompted me to
Stop
no it’s a photo that circulated on
humorous social networks that has
been the click
amazing when you think about it because
you, like me, could have done this
relatively simple calculation yes but there
it was posted before my eyes with
an image that was far from
innocuous so why does it work and I
will explain to you in 1972
psychologists from the University of
stanford led the experiment
following a marshmallow was offered to
each child then the experimenter
came out of the room and leave
for a quarter of an hour before going out
of instruction was given to children
they could either consumed the
chamallow in a row and the experience
was ending for them or wait
that the experimenter come back and
receive a second pattern one
reward guess what did the
large majority of children
actually they preferred the
immediate reward to that
deferred in fact our brain is
so programmed under certain
prospects under certain conditions
he actually prefers the
perspective of a reward
immediate to a reward more
advantageous but deferred and
phenomenon is called discounting
hyperbolic
but it’s not just for
kids adults like you and me
they are also sensitive hold if I
ask you for example to choose
between winning 5 euros today
or wiese lurking in a month the
the vast majority of you will choose
the first option
and when we scan the brain of
people who are asked this
question
we see that we light structures in
the brain that intervene in the
reward network from where the choice
actually of immediate gain even though
from a strictly logical point of view
this choice is not optimal if
now I propose you to choose
between winning 5 euros today and 0
euros in a month or 0 euros
today and targets euros in a month
then you will be much more inclined
to choose the second offer yet
in absolute terms the prospects I would say
of winnings are holed are identical
and if I could scan your brain
by offering you this deal in fact
I would have seen another network come on
structures that intervene in the
control I would say of our answers
impulsive and then also the control of
our choices actually reflected what is this
that I did by proposing the
second proposition of 7 this
way well I was the subject
that is, I have oriented your
decision towards a rational choice a little
the image of the pack of cigarettes that took me
prompted to stop smoking
so what is a cloud that is a
English term which means boost
in fact these are incentives
non-compulsory
to promote virtuous behavior
for that they will rely on the
predictability of our mistakes
judgment that’s called bias
cognitive
so the image of the judoka who uses
the strength of his opponent for
use it wisely snow
will rely on the strength of our biases
cognitive to passively orient our
behaviors towards options a lot
more reasoned and thoughtful I you
gave three examples of nods and you
specify on which cognitive bias it
relies
the first example is based on our
spontaneously playful nature but dom
get ready to enter the
most intimate secrets of the gente
male
welcome to the men’s toilets
amsterdam international airport
do you figure that this little fly
placed strategically in the bottom of
the urinal has reduced by 80%
the costs of cleaning the
bathroom
Why
[Applause]
do you have to do a brief drawing on
have fun as we can even
bathroom
unfortunately no scan could be
realized to see which area of the
brain were activated
during this intimate moment 1
to put it simply this device
relatively simple does that fly
allows us men to better aim
gives it the second example builds
on a phenomenon that is called the
social pressure to allow
households to control or reduce
their electricity consumption
this energy supplier has made them
follow a bill on which appeared
in addition to personal consumption
here in blue the consumption of
the whole neighborhood as well as the
consumption of the most neighbors
eco responsible here in glass and asselin
been added an emoticons that
smiled or sulked according to consumption
of the household in question results by
simple effect of social comparison the
households / consumers
significantly lowered their consumption
the following month and the sub
consumers have maintained their
consumption just as low the last
example relies on a bias that
is called the reciprocity bias which
makes us feel indebted for
someone when this one make us
a service
humanitarian aid suffers from expenses
useless related to what is called the
sweat inclusion ie in fact of
the help that is offered to people
that does not really require and sorting
is difficult because if we put in
place conditions a little too much
restrictive then we risk excluding
people for whom help is fast
to an orange had the following idea
rather than delivering directly
chlorine tablets to disinfect
drinking water
she gave people good
they could exchange for free
in a center that was in
a few kilometers from their village
against his country houses
gold result sweat inclusion a
almost disappeared without
result in inclusion as a fact
people began going task
search by whose capsules
only when she really had
need
then the results that I have you
shown through these three examples
most likely make sense to you
however, for a behavior to be
sustainable and sustainable in time
neuroscience have taught us that the good
meaning was not enough it is necessary that the
emotions take their rightful place and
the campaign spot that you go
visualize will concretize a little this
[Music]
[Music]
2
continuously
[Music]
yet of all
[Music]
thank you for them thanks for them it’s
powerful is not that what
happened in fact during this
video we saw how research
a personal reward and
immediate a t-shirt at 2 euros was
turned into a selfless act
to the far-off benefits the gift to a
totally unknown person and this
is not possible not by appealing
to simple emotions like the
anger the disgust the joy but in
arousing people’s emotions
thoughtful and complex here in
the occurrence empathy then I
end we would like without I would say
maybe the future of tomorrow’s games
what future for the matches of tomorrow
our knowledge in neuroscience goes
allow us design and matches
smarter note more conform to
the ergonomics of brain function
and the technology will have its full
role to play in order to revive swimming
really ingenious but also
enable their dissemination at
world besides tomorrow begins
already today this application
literature allows you or that you
be in the world to take
pictures of trash or rubbish that
you see in the water that you find
in the street in nature and the
post the trick is that each photo
is geotag with a date you
create a catalog that creates
a digital testimony and these
digital testimonials will allow to
create virtual class actions that
mean that brands should encourage
invest more in pickup and
collection and sorting of waste
question and after tomorrow
why not robot swimmers and well
we are working on it and not just for
older people or those
with disabilities where this is
already developed imagined robots
that can help you stay in good
health to make food choices
healthy by practicing activities
physical requirements
imagine robots that can help
parents and teachers in education
of your children to make them
especially since reactive is
all the more responsible in a world
whose complexity continues to grow
imagine finally robots that can
help you save more and this
without depriving you but by spending
better the possibilities are multiple
and we would not talk about intelligence anymore
artificial but of intelligence and in
two men and wind machines are
mutually
But that’s another story
by then it’s not me it’s you can thank you
[Applause]
”
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