[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.88,0:00:02.10,Default,,0000,0000,0000,,Alright.
Dialogue: 0,0:00:02.13,0:00:05.10,Default,,0000,0000,0000,,I'd like to start\Nwith a small imagination exercise.
Dialogue: 0,0:00:05.72,0:00:09.32,Default,,0000,0000,0000,,Imagine you're sitting at this table,\Nfacing me right now.
Dialogue: 0,0:00:09.34,0:00:13.32,Default,,0000,0000,0000,,Now, I'm going to ask you\Nto push one of these cards towards me.
Dialogue: 0,0:00:13.35,0:00:17.39,Default,,0000,0000,0000,,So please imagine yourself\Npushing one of these cards towards me.
Dialogue: 0,0:00:19.03,0:00:21.80,Default,,0000,0000,0000,,OK, so take the number\Nmatching the card you pushed
Dialogue: 0,0:00:21.82,0:00:24.35,Default,,0000,0000,0000,,and remember it --\Nit's important for later.
Dialogue: 0,0:00:25.32,0:00:28.29,Default,,0000,0000,0000,,Now, I'm going to flip\Nthrough this deck of cards
Dialogue: 0,0:00:28.32,0:00:31.38,Default,,0000,0000,0000,,and ask you to choose a card\Nthat you will see in the deck.
Dialogue: 0,0:00:31.40,0:00:32.55,Default,,0000,0000,0000,,Are you ready?
Dialogue: 0,0:00:36.01,0:00:39.30,Default,,0000,0000,0000,,Alright, now that you have\Nyour card in mind,
Dialogue: 0,0:00:39.32,0:00:41.91,Default,,0000,0000,0000,,add the value of your card\Nto your previous number.
Dialogue: 0,0:00:42.70,0:00:46.04,Default,,0000,0000,0000,,For example, if you chose\Nthe six of clubs, add six,
Dialogue: 0,0:00:46.07,0:00:47.92,Default,,0000,0000,0000,,if it's an ace, add one,
Dialogue: 0,0:00:47.94,0:00:50.50,Default,,0000,0000,0000,,and take 11 for any picture cards.
Dialogue: 0,0:00:51.94,0:00:54.54,Default,,0000,0000,0000,,Have you got your final number in mind?
Dialogue: 0,0:00:55.20,0:00:56.35,Default,,0000,0000,0000,,Perfect.
Dialogue: 0,0:00:56.37,0:00:59.69,Default,,0000,0000,0000,,So please take the item\Nmatching your final number.
Dialogue: 0,0:01:01.23,0:01:03.18,Default,,0000,0000,0000,,Now, here's what's funny.
Dialogue: 0,0:01:03.20,0:01:05.93,Default,,0000,0000,0000,,There are going to be\Na lot of people watching this video,
Dialogue: 0,0:01:05.96,0:01:10.10,Default,,0000,0000,0000,,and you all have different quirks\Nwith different preferences.
Dialogue: 0,0:01:10.68,0:01:12.43,Default,,0000,0000,0000,,And yet,
Dialogue: 0,0:01:12.46,0:01:16.81,Default,,0000,0000,0000,,the vast majority of you right now\Nis thinking about a kiwi,
Dialogue: 0,0:01:16.83,0:01:19.63,Default,,0000,0000,0000,,or, if you're left-handed,\Nprobably a corn on the cob.
Dialogue: 0,0:01:20.43,0:01:22.84,Default,,0000,0000,0000,,Yes, I just tricked you.
Dialogue: 0,0:01:22.86,0:01:24.96,Default,,0000,0000,0000,,And I used your psychological biases
Dialogue: 0,0:01:24.99,0:01:27.61,Default,,0000,0000,0000,,to influence both of your decisions.
Dialogue: 0,0:01:28.65,0:01:29.97,Default,,0000,0000,0000,,I work in the MAGIC Lab
Dialogue: 0,0:01:29.100,0:01:32.37,Default,,0000,0000,0000,,at Goldsmiths University of London,
Dialogue: 0,0:01:32.40,0:01:36.35,Default,,0000,0000,0000,,which is not only a place\Nwhere we make assistants vanish,
Dialogue: 0,0:01:36.38,0:01:40.61,Default,,0000,0000,0000,,but where we use magic tricks\Nto study psychological processes,
Dialogue: 0,0:01:40.64,0:01:45.09,Default,,0000,0000,0000,,such as attention, perception,\Ndeception and free will.
Dialogue: 0,0:01:46.30,0:01:50.64,Default,,0000,0000,0000,,I am fascinated by the subtle factors\Nthat influence our choices,
Dialogue: 0,0:01:50.66,0:01:54.21,Default,,0000,0000,0000,,and how understanding our flaws\Ncan give us back some power.
Dialogue: 0,0:01:55.45,0:01:59.39,Default,,0000,0000,0000,,Magic tricks provide a powerful tool\Nto investigate this,
Dialogue: 0,0:01:59.41,0:02:01.82,Default,,0000,0000,0000,,and our experiments have shown that.
Dialogue: 0,0:02:02.93,0:02:09.20,Default,,0000,0000,0000,,First, we humans tend to go\Nfor the easiest decisions.
Dialogue: 0,0:02:10.06,0:02:11.65,Default,,0000,0000,0000,,With the card trick I did,
Dialogue: 0,0:02:11.68,0:02:15.21,Default,,0000,0000,0000,,most people tend to choose\Nthe card that I want them to choose,
Dialogue: 0,0:02:15.23,0:02:18.30,Default,,0000,0000,0000,,because I'm presenting it\Na bit longer than the others.
Dialogue: 0,0:02:18.33,0:02:21.40,Default,,0000,0000,0000,,And it becomes the easiest\Noption for your brain.
Dialogue: 0,0:02:21.76,0:02:22.91,Default,,0000,0000,0000,,In our case,
Dialogue: 0,0:02:22.93,0:02:26.25,Default,,0000,0000,0000,,the majority of you probably chose\Nthe ten of hearts, right?
Dialogue: 0,0:02:26.61,0:02:29.21,Default,,0000,0000,0000,,And a lot of other tricks\Nare based on this principle
Dialogue: 0,0:02:29.24,0:02:30.54,Default,,0000,0000,0000,,of easy decision.
Dialogue: 0,0:02:31.12,0:02:33.42,Default,,0000,0000,0000,,Because magicians are very aware
Dialogue: 0,0:02:33.45,0:02:38.56,Default,,0000,0000,0000,,that our brain, not to say "we,"\Ntends to be a bit lazy.
Dialogue: 0,0:02:39.50,0:02:43.69,Default,,0000,0000,0000,,The exercise we did with the four cards\Nis also a good example of this.
Dialogue: 0,0:02:43.100,0:02:46.38,Default,,0000,0000,0000,,It's based on another trick\NI investigated,
Dialogue: 0,0:02:46.40,0:02:48.54,Default,,0000,0000,0000,,where I ask participants\Nto physically push
Dialogue: 0,0:02:48.56,0:02:50.32,Default,,0000,0000,0000,,one of the four cards towards me.
Dialogue: 0,0:02:50.35,0:02:54.76,Default,,0000,0000,0000,,We found that around 60 percent of people\Nchoose the third card from the left,
Dialogue: 0,0:02:54.79,0:02:56.20,Default,,0000,0000,0000,,and if they were left-handed,
Dialogue: 0,0:02:56.22,0:02:59.02,Default,,0000,0000,0000,,they typically chose\Nthe second card from the left.
Dialogue: 0,0:02:59.05,0:03:02.18,Default,,0000,0000,0000,,This is based on the easy-option\Nprinciple again,
Dialogue: 0,0:03:02.21,0:03:04.49,Default,,0000,0000,0000,,because the card that most people choose
Dialogue: 0,0:03:04.51,0:03:07.52,Default,,0000,0000,0000,,is the most easy to reach\Nby the dominant hand.
Dialogue: 0,0:03:09.05,0:03:11.68,Default,,0000,0000,0000,,So, I knew that most of you
Dialogue: 0,0:03:11.70,0:03:14.43,Default,,0000,0000,0000,,would end up with one\Nof these two numbers,
Dialogue: 0,0:03:14.46,0:03:16.30,Default,,0000,0000,0000,,and this allowed me to estimate
Dialogue: 0,0:03:16.32,0:03:19.03,Default,,0000,0000,0000,,the two most probable things\Nyou would end up with.
Dialogue: 0,0:03:20.29,0:03:24.60,Default,,0000,0000,0000,,But this is not just about magic.
Dialogue: 0,0:03:25.07,0:03:29.36,Default,,0000,0000,0000,,It's also about how we are influenced\Nin our day-to-day lives.
Dialogue: 0,0:03:30.55,0:03:33.81,Default,,0000,0000,0000,,You know, stories and politicians
Dialogue: 0,0:03:33.83,0:03:37.13,Default,,0000,0000,0000,,play with your mind as well, all the time,
Dialogue: 0,0:03:37.16,0:03:40.57,Default,,0000,0000,0000,,because they also know\Nthat we tend to choose and like
Dialogue: 0,0:03:40.59,0:03:42.57,Default,,0000,0000,0000,,what's easily grabbed or seen.
Dialogue: 0,0:03:43.58,0:03:46.02,Default,,0000,0000,0000,,For instance, when you are in a store,
Dialogue: 0,0:03:46.05,0:03:48.44,Default,,0000,0000,0000,,choosing a bottle of wine or a bag of rice
Dialogue: 0,0:03:48.47,0:03:51.29,Default,,0000,0000,0000,,among many lined up on vertical shelves,
Dialogue: 0,0:03:51.31,0:03:53.23,Default,,0000,0000,0000,,your first instinct is to look
Dialogue: 0,0:03:53.26,0:03:57.67,Default,,0000,0000,0000,,only at the ones that are on the shelves\Nin front of your eyes, right?
Dialogue: 0,0:03:58.12,0:04:00.58,Default,,0000,0000,0000,,It's easier and requires less effort.
Dialogue: 0,0:04:01.70,0:04:04.24,Default,,0000,0000,0000,,Did you know that many brands\Nactually negotiate
Dialogue: 0,0:04:04.26,0:04:06.41,Default,,0000,0000,0000,,to be at eye-level\Non grocery store shelves
Dialogue: 0,0:04:06.43,0:04:08.97,Default,,0000,0000,0000,,because of that easy-option principle?
Dialogue: 0,0:04:10.06,0:04:14.39,Default,,0000,0000,0000,,And this is a tactic\Nthat many politicians use.
Dialogue: 0,0:04:15.06,0:04:18.79,Default,,0000,0000,0000,,When information is right in front\Nof our eyes on social media,
Dialogue: 0,0:04:18.82,0:04:20.34,Default,,0000,0000,0000,,it's easily accessible,
Dialogue: 0,0:04:20.37,0:04:23.31,Default,,0000,0000,0000,,and it absolutely affects\Nour voting behaviors.
Dialogue: 0,0:04:24.16,0:04:26.89,Default,,0000,0000,0000,,Political outcomes,\Nsuch as the Brexit referendum
Dialogue: 0,0:04:26.91,0:04:29.45,Default,,0000,0000,0000,,or the American election in 2016,
Dialogue: 0,0:04:29.48,0:04:32.65,Default,,0000,0000,0000,,were heavily influenced\Nby targeted advertising,
Dialogue: 0,0:04:32.67,0:04:34.48,Default,,0000,0000,0000,,making some information,
Dialogue: 0,0:04:34.51,0:04:37.17,Default,,0000,0000,0000,,which was not necessarily truthful,
Dialogue: 0,0:04:37.19,0:04:41.87,Default,,0000,0000,0000,,disproportionately easily accessible\Nand visible to specific audiences
Dialogue: 0,0:04:41.90,0:04:43.24,Default,,0000,0000,0000,,to influence their votes.
Dialogue: 0,0:04:44.37,0:04:47.61,Default,,0000,0000,0000,,But here is the good news.
Dialogue: 0,0:04:48.03,0:04:52.13,Default,,0000,0000,0000,,Some simple factors have an impact\Non how influencible we are.
Dialogue: 0,0:04:53.15,0:04:56.16,Default,,0000,0000,0000,,In an experiment using the trick\Nwith the four cards,
Dialogue: 0,0:04:56.19,0:04:58.85,Default,,0000,0000,0000,,we found that explicitly\Ninforming participants
Dialogue: 0,0:04:58.87,0:05:00.41,Default,,0000,0000,0000,,that they have a choice
Dialogue: 0,0:05:00.43,0:05:03.81,Default,,0000,0000,0000,,can actually lead them to make\Nmore deliberate decisions,
Dialogue: 0,0:05:03.84,0:05:07.38,Default,,0000,0000,0000,,as opposed to behaving in the way\Nwe are trying to make them behave.
Dialogue: 0,0:05:08.48,0:05:09.95,Default,,0000,0000,0000,,In other words,
Dialogue: 0,0:05:09.97,0:05:13.95,Default,,0000,0000,0000,,I either simply asked participants\Nto push one of the cards,
Dialogue: 0,0:05:13.97,0:05:15.82,Default,,0000,0000,0000,,or I said,
Dialogue: 0,0:05:15.84,0:05:18.22,Default,,0000,0000,0000,,"Choose a card, and then push it."
Dialogue: 0,0:05:18.64,0:05:20.69,Default,,0000,0000,0000,,And when asked to choose a card,
Dialogue: 0,0:05:20.71,0:05:24.50,Default,,0000,0000,0000,,the percentage of people who impulsively\Nchose the most reachable one
Dialogue: 0,0:05:24.52,0:05:28.14,Default,,0000,0000,0000,,dropped from 60 to 35 percent.
Dialogue: 0,0:05:28.80,0:05:34.60,Default,,0000,0000,0000,,So, it seems that when we are reminded\Nthat we have control over our choices,
Dialogue: 0,0:05:34.62,0:05:37.10,Default,,0000,0000,0000,,and know that our actions matter,
Dialogue: 0,0:05:37.12,0:05:39.32,Default,,0000,0000,0000,,as opposed to acting without thinking,
Dialogue: 0,0:05:39.35,0:05:41.78,Default,,0000,0000,0000,,we can actually make\Nmore personal decisions
Dialogue: 0,0:05:41.81,0:05:43.88,Default,,0000,0000,0000,,and are less easily influenced.
Dialogue: 0,0:05:44.40,0:05:45.88,Default,,0000,0000,0000,,Let me show you another trick,
Dialogue: 0,0:05:45.90,0:05:48.73,Default,,0000,0000,0000,,invented by a British\Nmentalist Derren Brown,
Dialogue: 0,0:05:48.75,0:05:50.11,Default,,0000,0000,0000,,to make my point.
Dialogue: 0,0:05:50.83,0:05:54.08,Default,,0000,0000,0000,,This one uses what's called\N"priming" in psychology.
Dialogue: 0,0:05:55.01,0:05:57.96,Default,,0000,0000,0000,,Priming happens when exposure to something
Dialogue: 0,0:05:57.98,0:06:00.73,Default,,0000,0000,0000,,influences your thoughts\Nand behavior later on,
Dialogue: 0,0:06:00.75,0:06:01.92,Default,,0000,0000,0000,,without you being aware
Dialogue: 0,0:06:01.94,0:06:04.94,Default,,0000,0000,0000,,that the first thing\Nis guiding you to a certain extent.
Dialogue: 0,0:06:05.32,0:06:07.82,Default,,0000,0000,0000,,The trick is usually done\Nin a more intimate context,
Dialogue: 0,0:06:07.85,0:06:09.66,Default,,0000,0000,0000,,where I would be directly facing you,
Dialogue: 0,0:06:09.68,0:06:12.06,Default,,0000,0000,0000,,but we'll give it a try together.
Dialogue: 0,0:06:12.08,0:06:14.77,Default,,0000,0000,0000,,Just focus on me as best as you can,
Dialogue: 0,0:06:14.79,0:06:18.82,Default,,0000,0000,0000,,but do not let me influence your choice.
Dialogue: 0,0:06:19.55,0:06:22.82,Default,,0000,0000,0000,,I'm going to try and mentally transmit\Nthe identity of a playing card
Dialogue: 0,0:06:22.85,0:06:24.05,Default,,0000,0000,0000,,I'm thinking of.
Dialogue: 0,0:06:24.08,0:06:25.23,Default,,0000,0000,0000,,Are you ready?
Dialogue: 0,0:06:26.16,0:06:29.01,Default,,0000,0000,0000,,OK, so first make the color\Nbright and vivid.
Dialogue: 0,0:06:29.03,0:06:30.73,Default,,0000,0000,0000,,Imagine a screen in your mind,
Dialogue: 0,0:06:30.75,0:06:34.36,Default,,0000,0000,0000,,and on the screen, the little numbers,\Nlow down in the corners of the cards,
Dialogue: 0,0:06:34.39,0:06:35.100,Default,,0000,0000,0000,,and then in the top of the cards.
Dialogue: 0,0:06:36.02,0:06:37.65,Default,,0000,0000,0000,,And then the things in the middle,
Dialogue: 0,0:06:37.67,0:06:39.16,Default,,0000,0000,0000,,in the center of the cards,
Dialogue: 0,0:06:39.19,0:06:41.06,Default,,0000,0000,0000,,the boom, boom, boom, the suits.
Dialogue: 0,0:06:41.86,0:06:43.06,Default,,0000,0000,0000,,Did you get it?
Dialogue: 0,0:06:44.55,0:06:47.86,Default,,0000,0000,0000,,OK, so I'm going to bet\Nthat the majority of you
Dialogue: 0,0:06:47.88,0:06:50.43,Default,,0000,0000,0000,,thought about the three of diamonds,
Dialogue: 0,0:06:50.45,0:06:53.52,Default,,0000,0000,0000,,but chose another card, right?
Dialogue: 0,0:06:54.40,0:06:55.82,Default,,0000,0000,0000,,As you might have noticed,
Dialogue: 0,0:06:55.84,0:06:59.54,Default,,0000,0000,0000,,I heavily tried to influence\Nyour choice with my gestures
Dialogue: 0,0:06:59.56,0:07:01.81,Default,,0000,0000,0000,,while giving you the instructions.
Dialogue: 0,0:07:01.83,0:07:03.32,Default,,0000,0000,0000,,By studying this trick,
Dialogue: 0,0:07:03.34,0:07:07.05,Default,,0000,0000,0000,,we found that around 18 percent of people\Nchoose the three of diamonds,
Dialogue: 0,0:07:07.07,0:07:10.51,Default,,0000,0000,0000,,and nearly 40 percent choose\Nthe three of any suit,
Dialogue: 0,0:07:10.53,0:07:14.83,Default,,0000,0000,0000,,while being completely oblivious\Nof the fact I was manipulating them.
Dialogue: 0,0:07:15.30,0:07:17.92,Default,,0000,0000,0000,,So what happened here?
Dialogue: 0,0:07:18.79,0:07:19.98,Default,,0000,0000,0000,,Because you were aware
Dialogue: 0,0:07:19.100,0:07:22.02,Default,,0000,0000,0000,,that I was trying\Nto influence your choice,
Dialogue: 0,0:07:22.05,0:07:24.84,Default,,0000,0000,0000,,you probably paid more attention\Nto what I was doing.
Dialogue: 0,0:07:24.87,0:07:28.54,Default,,0000,0000,0000,,And this led the majority of you\Nto choose more consciously
Dialogue: 0,0:07:28.57,0:07:30.70,Default,,0000,0000,0000,,than our participants\Nwho have no information
Dialogue: 0,0:07:30.73,0:07:33.37,Default,,0000,0000,0000,,about who I am, what I'm studying
Dialogue: 0,0:07:33.39,0:07:35.66,Default,,0000,0000,0000,,or what I'm trying to do with their minds.
Dialogue: 0,0:07:37.42,0:07:40.29,Default,,0000,0000,0000,,So the thing is,
Dialogue: 0,0:07:40.32,0:07:41.93,Default,,0000,0000,0000,,in all of our experiments,
Dialogue: 0,0:07:41.95,0:07:45.67,Default,,0000,0000,0000,,we managed to heavily influence\Npeople's card choices,
Dialogue: 0,0:07:45.69,0:07:49.51,Default,,0000,0000,0000,,while they report feeling completely free\Nand in control of their choice.
Dialogue: 0,0:07:50.01,0:07:51.91,Default,,0000,0000,0000,,And this lack of self-awareness
Dialogue: 0,0:07:51.93,0:07:54.22,Default,,0000,0000,0000,,makes politicians, companies
Dialogue: 0,0:07:54.24,0:07:57.76,Default,,0000,0000,0000,,and other people's influence\Nall the more powerful,
Dialogue: 0,0:07:57.78,0:08:01.08,Default,,0000,0000,0000,,because we might think we are in control\Nof our choice and beliefs
Dialogue: 0,0:08:01.11,0:08:02.39,Default,,0000,0000,0000,,when we are not.
Dialogue: 0,0:08:03.56,0:08:06.76,Default,,0000,0000,0000,,Politically or in our consumer behaviors,
Dialogue: 0,0:08:06.78,0:08:08.43,Default,,0000,0000,0000,,if we don't pay attention,
Dialogue: 0,0:08:08.46,0:08:12.50,Default,,0000,0000,0000,,misleading content or showy ads\Ncan just trick our mind.
Dialogue: 0,0:08:13.02,0:08:16.55,Default,,0000,0000,0000,,What if, in our day-to-day lives,
Dialogue: 0,0:08:16.58,0:08:20.88,Default,,0000,0000,0000,,we would stop more often\Nand consciously choose
Dialogue: 0,0:08:20.90,0:08:24.38,Default,,0000,0000,0000,,before acting on this impulsive,\Nreactive beast inside of us?
Dialogue: 0,0:08:25.10,0:08:27.73,Default,,0000,0000,0000,,We can actually act more consciously
Dialogue: 0,0:08:27.76,0:08:29.63,Default,,0000,0000,0000,,if we keep in mind
Dialogue: 0,0:08:29.65,0:08:32.48,Default,,0000,0000,0000,,that we have the capacity\Nto be influenced.
Dialogue: 0,0:08:32.51,0:08:33.66,Default,,0000,0000,0000,,Thank you.