[Music]
serge you you hear me’re governed yeah
because then I’m on stage I have
not much time what’s the
Text already seriously I dream of
90 bank agree it’s not for this
yeah ok good event no
problem not employees I remember
yeah ok now I am very
happy to be here among you
today
and really when I when I learned
I was going to attend a
ted conference
I thought you must Ryad
put the package requires you to do
something special
something that is they never
seen and phrases remember you
you in this case I vous me
Occasionally it happens suddenly I
decided to start by telling you
a story
then I know it’s not very original
However, this is my story and
This is why it is exceptional
1 I have an announcement to make I
stop smoking
[Applause]
it is heartwarming frankly
when it’s spontaneous like that
effectively
1 I started at the age of 40 years I
know is not very smart
I am 45 I know I will not do
five years is both nothing is
huge when you think about it, and especially
when we know the damage that can
cause to be there 1
Yet governments continue
to educate us about the dangers of
cigarette
1 you saw the last campaign
about neutral package and photos
which are associated small selection
you soft first though
blowing smoke in the face of a
Baby it was a little softer
Then you have the creepy
where it comes to the topic of death No.
coment and finally you have the trash
which are frankly limited and well
none of these photos made me
Stop
not this is an image that was traveling on
the humorous social networks that
was the trigger
amazing when you think because there
you and I could have done this
calculation relatively simple yes but there
it was displayed before my eyes with
an image that was far from
harmless so why does it work and I
will explain in 1972
Psychologists from the University of
Stanford conducted the experiment
following a marshmallow was offered
each child and the experimenter
out of the room and away
for a quarter of an hour before going out
of orders were given to children
they could be consumed
marshmallow immediately and experience
ended for them or wait
the experimenter returned and
receiving a second schema is
reward guess what made the
most children
actually they preferred the
immediate reward than
deferred makes our brain is
and programmed under certain
prospects under certain conditions
it actually prefers
perspective precisely of reward
Immediate a reward more
advantageous but deferred and
phenomenon is called discounting
hyperbolic
but it is not just for
children adults like you and me
they are also susceptible if I hold
asks for example to choose
earn between € 5 today
wiese or lurking in a month
most of you will choose
the first option
and when one scans the brain
people who are asking this
question
it is seen that light structures in
the brain involved in the
Network reward hence the choice
actually the immediate gain even if
a strictly logical point of view
this choice is not optimal if
Now I suggest you choose
earn between € 5 and 0 today
euro in a month or 0 euros
today and aims euro in a month
then you are much more likely
to choose the second offer yet
in absolute perspectives I would
gains are holed are identical
and if I could scan your brain
by offering this deal done
I would have seen light another network
structures involved in the
I would control our responses
impulsive and then also control
our choice is reflected in what
I did by offering the
7 this second proposal
how well I was doing the object
ie I have directed your
decision to a rational choice a little
the image of the cigarette pack me
encouraged to stop smoking
so what a cloud is a
English term meaning nudge
in fact these are incentives
non-binding aims
to promote virtuous behavior
For this they will press
predictability of our mistakes
judgment that called through
cognitive
and the image of judo using
the strength of his opponent
use it wisely snow
will rely on the strength of our way
cognitive passively to guide our
behavior towards many options
more reasoned and thoughtful I you
gave three examples of nods and you
specify on which cognitive biases it
relies
the first example is based on our
spontaneously playful nature but dom
prepare to enter the
innermost secrets of the gente
male
Welcome to men toilet
International Airport of Amsterdam
imagine that this little fly
strategically placed in the bottom of
the urinal has reduced by 80%
costs related to cleaning
bathroom
Why
[Applause]
Should you make a quick drawing it
fun as can be the same
bathroom
Unfortunately no scan could be
performed to see which area of
brain were activated
during this intimate moment 1
to simply say this device
relatively simple fact that the fly
allows us men to aim better
gives the second example is based
a phenomenon called the
social pressure to allow
Households control or reduce
their electricity consumption
the energy provider made their
follow a bill that included
in addition to personal consumption
here in blue consumption
the whole neighborhood and the
consumption of the nearest
responsible eco here and glass asselin
been added emoticons that a
smile or sulk according to consumption
household in question results
simple social comparison effect the
households / consumers
significantly decreased their consumption
the following month and under
consumers maintained their
Consumer equally low last
example is based on a bias
called through reciprocity
that we feel indebted
when someone will make us
a service
humanitarian suffering of Expenditure
useless related to what is called the
sweat inclusion that is actually
the help offered to people
that does not really require and sorting
is difficult because if you put in
creating conditions too
restrictive so we may exclude
people for whom the aid quickly
an orange had the following idea
rather than directly deliver
chlorine tablets to disinfect
consumption of water
it gave people good
they could exchange for free
in a center that was in
few kilometers from their village
against its country houses
gold result sweat Inclusion
but disappeared without
asu result of the inclusion actually
people began going task
search by including capsules
only when it really was
need
then the results that I have
shown through these three examples
are most likely meaning for you
However, for any conduct
sustainable and durable over time
Neuroscience has taught us that good
meaning not enough requires that
emotions take their rightful place and
the spot of the campaign you go
view will realize that some
[Music]
[Music]
2
continuously
[Music]
Yet all
[Music]
thank you thank you to them for them is
Powerful is not it what’s
happened actually during this
video we saw how research
a personal reward and
an immediate 2 euros shirt was
transformed into a selfless act
the benefits far the donation to
and this person completely unknown
is only possible not by appealing
to simple emotions like
angry disgust but the joy
arousing emotions in people
thoughtful and complex here
namely empathy so I
finishing we may want to say I
Perhaps the future of games tomorrow
What future for the games of tomorrow
our neuroscience knowledge will
allow us to design and matches
smarter note more in line with
ergonomics of brain function
and technology will have its full
role to revive swimming
really ingenious but also
allow their dissemination at
Global also starts tomorrow
already today this application
Literature allows you or you
are in the world to take
Pictures of waste or rubbish that
you see in the water you find
in the street in the nature and the
post the trick is that each photo
geotag is a date with you
thus creating a creating catalog
digital evidence and the
digital evidence will allow
create virtual class actions
mean that brands should encourage
invest more in collecting and
the collection and sorting of waste
issue and after tomorrow
why not robots and many swimmers
we are working not only for
elderly or those
disability sufferers in whom this
develops ever imagined crawler
that can help you stay
health to food choices
practicing healthy activities
necessary physical
imagine robots that can help
parents and teachers in education
your children to make them
all the more that the reagent is
especially in a responsible world
whose complexity continues to grow
Finally imagine robots that can
help you save more and that
but without depriving yourself by spending
better the possibilities are endless
and we no longer speak of intelligence
but artificial intelligence and
two men and wind machines
mutually
But that’s another story
by then not me it’s you can thank you
[Applause]
serge you you hear me’re governed yeah
because then I’m on stage I have
not much time what’s the
Text already seriously I dream of
90 bank agree it’s not for this
yeah ok good event no
problem not employees I remember
yeah ok now I am very
happy to be here among you
today
and really when I when I learned
I was going to attend a
ted conference
I thought you must Ryad
put the package requires you to do
something special
something that is they never
seen and phrases remember you
you in this case I vous me
Occasionally it happens suddenly I
decided to start by telling you
a story
then I know it’s not very original
However, this is my story and
This is why it is exceptional
1 I have an announcement to make I
stop smoking
[Applause]
it is heartwarming frankly
when it’s spontaneous like that
effectively
1 I started at the age of 40 years I
know is not very smart
I am 45 I know I will not do
five years is both nothing is
huge when you think about it, and especially
when we know the damage that can
cause to be there 1
Yet governments continue
to educate us about the dangers of
cigarette
1 you saw the last campaign
about neutral package and photos
which are associated small selection
you soft first though
blowing smoke in the face of a
Baby it was a little softer
Then you have the creepy
where it comes to the topic of death No.
coment and finally you have the trash
which are frankly limited and well
none of these photos made me
Stop
not this is an image that was traveling on
the humorous social networks that
was the trigger
amazing when you think because there
you and I could have done this
calculation relatively simple yes but there
it was displayed before my eyes with
an image that was far from
harmless so why does it work and I
will explain in 1972
Psychologists from the University of
Stanford conducted the experiment
following a marshmallow was offered
each child and the experimenter
out of the room and away
for a quarter of an hour before going out
of orders were given to children
they could be consumed
marshmallow immediately and experience
ended for them or wait
the experimenter returned and
receiving a second schema is
reward guess what made the
most children
actually they preferred the
immediate reward than
deferred makes our brain is
and programmed under certain
prospects under certain conditions
it actually prefers
perspective precisely of reward
Immediate a reward more
advantageous but deferred and
phenomenon is called discounting
hyperbolic
but it is not just for
children adults like you and me
they are also susceptible if I hold
asks for example to choose
earn between € 5 today
wiese or lurking in a month
most of you will choose
the first option
and when one scans the brain
people who are asking this
question
it is seen that light structures in
the brain involved in the
Network reward hence the choice
actually the immediate gain even if
a strictly logical point of view
this choice is not optimal if
Now I suggest you choose
earn between € 5 and 0 today
euro in a month or 0 euros
today and aims euro in a month
then you are much more likely
to choose the second offer yet
in absolute perspectives I would
gains are holed are identical
and if I could scan your brain
by offering this deal done
I would have seen light another network
structures involved in the
I would control our responses
impulsive and then also control
our choice is reflected in what
I did by offering the
7 this second proposal
how well I was doing the object
ie I have directed your
decision to a rational choice a little
the image of the cigarette pack me
encouraged to stop smoking
so what a cloud is a
English term meaning nudge
in fact these are incentives
non-binding aims
to promote virtuous behavior
For this they will press
predictability of our mistakes
judgment that called through
cognitive
and the image of judo using
the strength of his opponent
use it wisely snow
will rely on the strength of our way
cognitive passively to guide our
behavior towards many options
more reasoned and thoughtful I you
gave three examples of nods and you
specify on which cognitive biases it
relies
the first example is based on our
spontaneously playful nature but dom
prepare to enter the
innermost secrets of the gente
male
Welcome to men toilet
International Airport of Amsterdam
imagine that this little fly
strategically placed in the bottom of
the urinal has reduced by 80%
costs related to cleaning
bathroom
Why
[Applause]
Should you make a quick drawing it
fun as can be the same
bathroom
Unfortunately no scan could be
performed to see which area of
brain were activated
during this intimate moment 1
to simply say this device
relatively simple fact that the fly
allows us men to aim better
gives the second example is based
a phenomenon called the
social pressure to allow
Households control or reduce
their electricity consumption
the energy provider made their
follow a bill that included
in addition to personal consumption
here in blue consumption
the whole neighborhood and the
consumption of the nearest
responsible eco here and glass asselin
been added emoticons that a
smile or sulk according to consumption
household in question results
simple social comparison effect the
households / consumers
significantly decreased their consumption
the following month and under
consumers maintained their
Consumer equally low last
example is based on a bias
called through reciprocity
that we feel indebted
when someone will make us
a service
humanitarian suffering of Expenditure
useless related to what is called the
sweat inclusion that is actually
the help offered to people
that does not really require and sorting
is difficult because if you put in
creating conditions too
restrictive so we may exclude
people for whom the aid quickly
an orange had the following idea
rather than directly deliver
chlorine tablets to disinfect
consumption of water
it gave people good
they could exchange for free
in a center that was in
few kilometers from their village
against its country houses
gold result sweat Inclusion
but disappeared without
asu result of the inclusion actually
people began going task
search by including capsules
only when it really was
need
then the results that I have
shown through these three examples
are most likely meaning for you
However, for any conduct
sustainable and durable over time
Neuroscience has taught us that good
meaning not enough requires that
emotions take their rightful place and
the spot of the campaign you go
view will realize that some
[Music]
[Music]
2
continuously
[Music]
Yet all
[Music]
thank you thank you to them for them is
Powerful is not it what’s
happened actually during this
video we saw how research
a personal reward and
an immediate 2 euros shirt was
transformed into a selfless act
the benefits far the donation to
and this person completely unknown
is only possible not by appealing
to simple emotions like
angry disgust but the joy
arousing emotions in people
thoughtful and complex here
namely empathy so I
finishing we may want to say I
Perhaps the future of games tomorrow
What future for the games of tomorrow
our neuroscience knowledge will
allow us to design and matches
smarter note more in line with
ergonomics of brain function
and technology will have its full
role to revive swimming
really ingenious but also
allow their dissemination at
Global also starts tomorrow
already today this application
Literature allows you or you
are in the world to take
Pictures of waste or rubbish that
you see in the water you find
in the street in the nature and the
post the trick is that each photo
geotag is a date with you
thus creating a creating catalog
digital evidence and the
digital evidence will allow
create virtual class actions
mean that brands should encourage
invest more in collecting and
the collection and sorting of waste
issue and after tomorrow
why not robots and many swimmers
we are working not only for
elderly or those
disability sufferers in whom this
develops ever imagined crawler
that can help you stay
health to food choices
practicing healthy activities
necessary physical
imagine robots that can help
parents and teachers in education
your children to make them
all the more that the reagent is
especially in a responsible world
whose complexity continues to grow
Finally imagine robots that can
help you save more and that
but without depriving yourself by spending
better the possibilities are endless
and we no longer speak of intelligence
but artificial intelligence and
two men and wind machines
mutually
But that’s another story
by then not me it’s you can thank you
[Applause]
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