1 00:00:03,800 --> 00:00:06,680 Speaker 1: Welcome to Stuff to Blow your Mind from how Stuff 2 00:00:06,680 --> 00:00:14,080 Speaker 1: Works dot com. Hey, welcome to Stuff to Blow your Mind. 3 00:00:14,080 --> 00:00:16,920 Speaker 1: My name is Robert Lamb, and I'm Julie Douglas, and 4 00:00:17,239 --> 00:00:21,079 Speaker 1: you know Julie Popcorn. I've I've really been thinking a 5 00:00:21,079 --> 00:00:23,799 Speaker 1: lot about advertising recently. I'm just in all the ways 6 00:00:23,840 --> 00:00:26,639 Speaker 1: that it gets inside our head popcorn and uh and 7 00:00:26,640 --> 00:00:28,560 Speaker 1: and how the next thing we know, we're just uh, 8 00:00:29,120 --> 00:00:31,800 Speaker 1: we're just out there buying the products that these big 9 00:00:31,840 --> 00:00:34,880 Speaker 1: companies want us to buy. Popcorn. Yeah, I've I've heard 10 00:00:34,880 --> 00:00:38,440 Speaker 1: about this was um that this uh sort of messaging 11 00:00:38,479 --> 00:00:44,200 Speaker 1: that's subliminal. Um. I don't really think it excess I mean, um, god, 12 00:00:44,240 --> 00:00:47,760 Speaker 1: I'm gonna getting hungry. Um. But I mean when I 13 00:00:47,800 --> 00:00:51,120 Speaker 1: think about it, I always think about in the nineteen fifties, right, yes, indeed, 14 00:00:51,360 --> 00:00:55,840 Speaker 1: um especially, I mean basically the term for subliminal messaging 15 00:00:56,160 --> 00:00:59,240 Speaker 1: goes back to James Vickory, and he was a market 16 00:00:59,280 --> 00:01:02,600 Speaker 1: researcher now fifty seven. So you know, I'm instantly thinking, 17 00:01:02,800 --> 00:01:06,080 Speaker 1: you know, some of mad Men era type of stuff. Um, 18 00:01:06,120 --> 00:01:08,840 Speaker 1: And somewhere in a room smoking going I've got a 19 00:01:08,840 --> 00:01:11,840 Speaker 1: great idea. Yeah, I guess mad Men's a little lated 20 00:01:11,840 --> 00:01:14,560 Speaker 1: in this, but uh, anyway, he was big on the 21 00:01:14,600 --> 00:01:17,240 Speaker 1: idea of like, let's let's insert some images into these 22 00:01:17,280 --> 00:01:20,280 Speaker 1: movies in New Jersey and we'll just we'll just get 23 00:01:20,360 --> 00:01:21,600 Speaker 1: right in their brains. The next thing, you know, they 24 00:01:21,680 --> 00:01:23,880 Speaker 1: got it. They're gonna have to have coca cola or 25 00:01:23,880 --> 00:01:27,080 Speaker 1: even popcorn. That's right, that's that's the message, right, popcorn 26 00:01:27,600 --> 00:01:29,800 Speaker 1: and drink coca cola. Yeah, and they were flashing this 27 00:01:29,920 --> 00:01:33,360 Speaker 1: up for one three thousandth of a second, so it's 28 00:01:33,400 --> 00:01:35,880 Speaker 1: just you know, just flash like like to the point 29 00:01:35,880 --> 00:01:39,720 Speaker 1: where you know, supposedly you wouldn't even register, uh that 30 00:01:39,880 --> 00:01:42,319 Speaker 1: you saw it, but your brain would know it and 31 00:01:42,400 --> 00:01:44,520 Speaker 1: uh and then your brain would demand popcorn and coke. 32 00:01:44,640 --> 00:01:47,520 Speaker 1: Of course, this resulted in a whole new era of 33 00:01:47,560 --> 00:01:52,200 Speaker 1: advertising because people were just nuts about the subliminal advertising. Yeah, 34 00:01:52,240 --> 00:01:54,840 Speaker 1: and a lot of paranoia too, because it's the whole idea. 35 00:01:54,840 --> 00:01:57,680 Speaker 1: It's like you're inserting a random image and you're reprogramming 36 00:01:57,720 --> 00:02:00,480 Speaker 1: my brain, right, you're trying to manipulate me in the 37 00:02:00,520 --> 00:02:04,400 Speaker 1: government's involved and so on and so forth. Yeah, and 38 00:02:04,760 --> 00:02:06,200 Speaker 1: of course a lot of it turned out to be 39 00:02:06,480 --> 00:02:10,040 Speaker 1: kind of bunk. Yeah. Well, I mean he actually Uh, didn't. 40 00:02:10,040 --> 00:02:14,120 Speaker 1: He claimed that popcorn sales went up by eighteen percent 41 00:02:14,200 --> 00:02:18,440 Speaker 1: or something like that, or but this was a lot. Yes, 42 00:02:18,680 --> 00:02:20,600 Speaker 1: he said the coke sales went up by eighteen percent 43 00:02:20,639 --> 00:02:24,320 Speaker 1: and popcorn. So it's just according to him, it's just 44 00:02:24,360 --> 00:02:26,320 Speaker 1: like people aren't even finishing the movie. It's just turns 45 00:02:26,360 --> 00:02:30,600 Speaker 1: into an orgy of popcorn munching out out in the lobby. Right, 46 00:02:30,680 --> 00:02:33,040 Speaker 1: people are so excited about this. In between nineteen and 47 00:02:33,080 --> 00:02:37,440 Speaker 1: fifty and nineteen seventy, it's all the rage until want 48 00:02:37,440 --> 00:02:41,000 Speaker 1: want waht fcc Yep, they banned it and uh and 49 00:02:41,280 --> 00:02:45,120 Speaker 1: you can you continue to see see se uses off 50 00:02:45,160 --> 00:02:47,920 Speaker 1: and alleged uses of it pop up. There was an 51 00:02:47,960 --> 00:02:52,120 Speaker 1: instance in like a George W. Bush campaign, a bit 52 00:02:52,240 --> 00:02:54,440 Speaker 1: that had supposedly had a little bit of subliminal messaging 53 00:02:54,480 --> 00:02:56,519 Speaker 1: to threaten there this people got up in arms over. 54 00:02:56,960 --> 00:03:00,800 Speaker 1: And then there's the whole um uh side tangent of 55 00:03:01,120 --> 00:03:05,200 Speaker 1: satanic subliminal messaging and and you know the paranoria paranoia 56 00:03:05,280 --> 00:03:09,720 Speaker 1: over that. Right, most of that was pretty much distressed. 57 00:03:09,840 --> 00:03:12,200 Speaker 1: I can't remember which political figure this is. I can't 58 00:03:12,240 --> 00:03:13,560 Speaker 1: believe I can't remember this right now, but it was 59 00:03:13,680 --> 00:03:16,880 Speaker 1: a big Brujaja because they were filming him and there's 60 00:03:16,919 --> 00:03:20,320 Speaker 1: a bookcase behind him, but it was configured in such 61 00:03:20,360 --> 00:03:23,400 Speaker 1: a way that somehow, like the interstices of the bookcase 62 00:03:23,840 --> 00:03:26,680 Speaker 1: seemed to suggest across if you looked at it, which 63 00:03:26,720 --> 00:03:29,600 Speaker 1: you know, they said, okay, that's that's just a coincidence. 64 00:03:29,639 --> 00:03:32,280 Speaker 1: That's not really across behind me. But it was fascinating 65 00:03:32,320 --> 00:03:33,720 Speaker 1: because it was like, you know, what that does look 66 00:03:33,760 --> 00:03:36,960 Speaker 1: like across? So yeah, I mean, whether or not it's 67 00:03:37,440 --> 00:03:40,040 Speaker 1: meant to look like that or people are mean to 68 00:03:40,080 --> 00:03:44,880 Speaker 1: be inserting subliminal messages is still out there exactly. So, 69 00:03:45,160 --> 00:03:47,760 Speaker 1: I mean the big thing here is that, like anytime 70 00:03:47,800 --> 00:03:50,560 Speaker 1: you're trying to sell a product, or an experience or 71 00:03:50,760 --> 00:03:53,000 Speaker 1: or even a podcast, even though we don't charge for 72 00:03:53,040 --> 00:03:56,560 Speaker 1: this thing, you're gonna level any kind of skill you 73 00:03:56,600 --> 00:03:59,680 Speaker 1: can you can level to try and make people buy 74 00:03:59,680 --> 00:04:02,160 Speaker 1: it or buy into it. It's it's kind of like 75 00:04:02,160 --> 00:04:06,000 Speaker 1: the whole argument that, like the wars between armies, wars 76 00:04:06,000 --> 00:04:10,800 Speaker 1: are are one based on accumulating you know, tiny um 77 00:04:10,840 --> 00:04:15,120 Speaker 1: you know, relatively insignificant advantages, petty advantages, and if you 78 00:04:15,160 --> 00:04:17,560 Speaker 1: if you accumulate enough of these, then you can win 79 00:04:17,560 --> 00:04:21,200 Speaker 1: the battle and so you know, obviously market marketers are 80 00:04:21,200 --> 00:04:23,880 Speaker 1: gonna do is everything they can, everything from studies to 81 00:04:24,600 --> 00:04:27,800 Speaker 1: uh to throwing in maybe something subliminal, a little touches 82 00:04:27,880 --> 00:04:30,080 Speaker 1: like that. And as we're gonna explore in this podcast, 83 00:04:30,400 --> 00:04:34,159 Speaker 1: you know, different stimuli to affect our our sense of smell, 84 00:04:34,760 --> 00:04:37,919 Speaker 1: curing our site and uh and then where is this 85 00:04:37,960 --> 00:04:41,240 Speaker 1: going in the future? Right? Yeah, how are we? Uh? 86 00:04:41,360 --> 00:04:43,719 Speaker 1: How are we playing with these new technologies? You know, 87 00:04:43,800 --> 00:04:47,320 Speaker 1: are we actually aiding and abetting advertisers? And that's what 88 00:04:47,360 --> 00:04:49,520 Speaker 1: we're thinking of, Like how what are the different ways 89 00:04:49,560 --> 00:04:52,800 Speaker 1: that we're being manipulated at this very moment and also 90 00:04:53,000 --> 00:04:56,480 Speaker 1: submitting ourselves to be manipulated by And to that end, 91 00:04:56,640 --> 00:04:59,479 Speaker 1: I want to talk about scent. Yes, scent is a 92 00:04:59,520 --> 00:05:02,719 Speaker 1: big one. Uh, I mean our very sense of taste. 93 00:05:02,720 --> 00:05:04,240 Speaker 1: It's like a large percent of it is smell. I 94 00:05:04,279 --> 00:05:06,839 Speaker 1: mean it's wherever you go, smell is going to play 95 00:05:06,839 --> 00:05:09,760 Speaker 1: a huge role in what you you you take in. 96 00:05:09,839 --> 00:05:12,760 Speaker 1: We end up a like like I don't know if 97 00:05:12,760 --> 00:05:14,520 Speaker 1: you ever get this sort of like a not really 98 00:05:14,520 --> 00:05:16,599 Speaker 1: a deja but like a smell memory, Like suddenly you'll 99 00:05:16,600 --> 00:05:18,640 Speaker 1: smell something and you'll instantly be able to go back 100 00:05:18,680 --> 00:05:22,120 Speaker 1: to where you remember smelling that like, right, right, that's 101 00:05:22,160 --> 00:05:27,080 Speaker 1: actually called the Pristine effect by Marcel Proust. I'm sure 102 00:05:27,120 --> 00:05:30,400 Speaker 1: you know of the author. His novel Remembrance of Things 103 00:05:30,480 --> 00:05:33,800 Speaker 1: Past was the first to explicitly link smell in memory. 104 00:05:34,320 --> 00:05:36,920 Speaker 1: So he talked about the emotional power. Um, I think 105 00:05:36,920 --> 00:05:40,880 Speaker 1: it was matteling cakes and how that called up his 106 00:05:40,960 --> 00:05:43,839 Speaker 1: images of his childhood. Yeah, Like I'll like, you know, 107 00:05:43,839 --> 00:05:45,400 Speaker 1: it's like I'll be walking down the street and suddenly 108 00:05:45,440 --> 00:05:49,279 Speaker 1: I smell inexplicably the like like the house that I 109 00:05:49,320 --> 00:05:51,000 Speaker 1: lived in when I was seven or something, you know, 110 00:05:51,440 --> 00:05:52,960 Speaker 1: and you'll be it'll be the kind of thing where 111 00:05:52,960 --> 00:05:55,640 Speaker 1: you could never like there's you can't really access this 112 00:05:55,720 --> 00:05:58,520 Speaker 1: catalog of smells or I can't normally, but then suddenly 113 00:05:58,560 --> 00:06:00,200 Speaker 1: it's out of the blue and they're like, hey, there's that. 114 00:06:00,360 --> 00:06:03,240 Speaker 1: The link is made well. And that's because the odorant 115 00:06:03,240 --> 00:06:06,680 Speaker 1: patterns are interpreted as different smells in the olfactory bulb, right, 116 00:06:07,360 --> 00:06:10,720 Speaker 1: And because the factory bulb is part of your limbic system, 117 00:06:10,720 --> 00:06:13,240 Speaker 1: which is our emotional center of the brain. Smell is 118 00:06:13,279 --> 00:06:17,800 Speaker 1: closely connected to the mink, della and hippocamus, and those 119 00:06:17,800 --> 00:06:21,000 Speaker 1: are both structures that influence our behavior, our mood, and 120 00:06:21,040 --> 00:06:23,400 Speaker 1: our memory. So you do have that little storehouse going 121 00:06:23,440 --> 00:06:26,240 Speaker 1: on there, and it's really effective, right. You know real 122 00:06:26,320 --> 00:06:29,200 Speaker 1: estate agents always say to bake cookies or you know, 123 00:06:29,680 --> 00:06:32,640 Speaker 1: or to spray the fake cookie smell, right, yeah, yeah, 124 00:06:32,680 --> 00:06:35,400 Speaker 1: because you know that that encourages people to linger more 125 00:06:35,720 --> 00:06:41,800 Speaker 1: have those cozy feelings of cookies being cooked. Yeah. Um. 126 00:06:41,839 --> 00:06:46,159 Speaker 1: But marketers of course have figured this out, and they've 127 00:06:46,680 --> 00:06:49,000 Speaker 1: in a big way, right, Like it's it's a science 128 00:06:49,000 --> 00:06:52,080 Speaker 1: for them. They've looked at how people are responding the 129 00:06:52,120 --> 00:06:55,560 Speaker 1: best smells, like their universal smells that people respond to well, 130 00:06:56,160 --> 00:06:58,839 Speaker 1: and they figured out all these different ways to employ 131 00:06:58,960 --> 00:07:01,680 Speaker 1: that in different retails faces. So if you go into 132 00:07:02,240 --> 00:07:06,159 Speaker 1: a let's say, a French themed UH store, you might 133 00:07:06,200 --> 00:07:10,080 Speaker 1: smell hints of lavender, which are just trying to underscore 134 00:07:10,120 --> 00:07:12,200 Speaker 1: the fact that it's you're in a French store, I suppose. 135 00:07:12,720 --> 00:07:14,680 Speaker 1: Or you might go into a home good store and 136 00:07:15,040 --> 00:07:20,040 Speaker 1: smell chocolate chip cookies. But it's not just making you feel, 137 00:07:20,560 --> 00:07:24,000 Speaker 1: you know, nice and cuddly inside. Right, there's an effect here. 138 00:07:24,080 --> 00:07:26,480 Speaker 1: They're buttering you up. They are buttering you up because 139 00:07:26,520 --> 00:07:29,600 Speaker 1: they know that if they pump out those aromas that 140 00:07:29,640 --> 00:07:31,480 Speaker 1: you're going to spend more money. In fact, there was 141 00:07:31,560 --> 00:07:35,800 Speaker 1: one study that was conducted in a Canadian mall and 142 00:07:35,800 --> 00:07:38,120 Speaker 1: they found that there was an increase of over fifty 143 00:07:38,160 --> 00:07:41,600 Speaker 1: dollars per customer that week. And that's from the author 144 00:07:41,640 --> 00:07:45,560 Speaker 1: Martin Howard from We Know What You Want. Well, I 145 00:07:45,560 --> 00:07:48,400 Speaker 1: I was, I forget how I came across this. You 146 00:07:48,440 --> 00:07:50,600 Speaker 1: know how you end up doing the internet searches and 147 00:07:50,640 --> 00:07:53,840 Speaker 1: you end up getting off course a little. But I 148 00:07:53,920 --> 00:07:56,160 Speaker 1: found that all these threads where people trying to figure 149 00:07:56,160 --> 00:08:00,040 Speaker 1: out what the smell was in subway sandwich restaurants, and 150 00:08:00,080 --> 00:08:01,960 Speaker 1: people are like, what does that smell? Or and then 151 00:08:02,000 --> 00:08:04,280 Speaker 1: and then I think some people would have been reading 152 00:08:04,280 --> 00:08:06,960 Speaker 1: from the same inture we we are and they're they 153 00:08:06,960 --> 00:08:10,040 Speaker 1: were like, oh, they're pumping it in their their brainwashing 154 00:08:10,120 --> 00:08:12,960 Speaker 1: us with their fake chemical sense. And then somebody, somebody 155 00:08:12,960 --> 00:08:16,960 Speaker 1: finally uh um enter the conversation was like, well, actually 156 00:08:17,040 --> 00:08:18,960 Speaker 1: it has something to do with the way they bring 157 00:08:18,960 --> 00:08:22,160 Speaker 1: in like frozen yeast and not frozen east, a frozen dough. 158 00:08:22,160 --> 00:08:25,520 Speaker 1: And then they thought before they cook it, um and 159 00:08:25,720 --> 00:08:30,200 Speaker 1: and baked the bread. But but but it's an interesting ways, 160 00:08:30,360 --> 00:08:34,040 Speaker 1: not nothing nefarious and nothing more nefarious than freezing dough. 161 00:08:35,440 --> 00:08:37,240 Speaker 1: It depends where you fall in that it was like 162 00:08:37,280 --> 00:08:40,720 Speaker 1: accidental marketing, I suppose, yeah, But but you could imagine 163 00:08:40,720 --> 00:08:43,800 Speaker 1: like a situation where say they changed, say Subway sandwiches 164 00:08:43,840 --> 00:08:46,520 Speaker 1: were to change their method, and then suddenly you didn't 165 00:08:46,559 --> 00:08:48,840 Speaker 1: have that smell, Like there might be an advantage in 166 00:08:49,080 --> 00:08:51,520 Speaker 1: figuring out a way to bottle it and pump it in. Yeah, 167 00:08:51,600 --> 00:08:53,960 Speaker 1: I don't know. I swear that the Gap has its 168 00:08:53,960 --> 00:08:56,760 Speaker 1: own signature sense because you know, it's not that I 169 00:08:56,840 --> 00:08:58,520 Speaker 1: hang out at the Gap all up, but anytime that 170 00:08:58,559 --> 00:09:00,360 Speaker 1: I've bought something from there and I've brought at home, 171 00:09:00,520 --> 00:09:03,319 Speaker 1: it still has that scent attached to it, and it's 172 00:09:03,360 --> 00:09:05,480 Speaker 1: a pleasant scent. And I was like, is that that 173 00:09:05,559 --> 00:09:08,600 Speaker 1: gap scent? You know? New car smells another big one 174 00:09:08,640 --> 00:09:10,360 Speaker 1: for people. You know, it's like you get they you 175 00:09:10,440 --> 00:09:12,319 Speaker 1: go on that test ride in that car. It'sme also 176 00:09:12,400 --> 00:09:15,160 Speaker 1: new and nice, right, I mean, I mean I'm not 177 00:09:15,200 --> 00:09:17,960 Speaker 1: particularly you know, enraptured by it, but I know many 178 00:09:18,000 --> 00:09:19,840 Speaker 1: people are. No, You're right, and then like You've got 179 00:09:19,880 --> 00:09:23,560 Speaker 1: your reptilian brain all excited and thinking, oh car, I 180 00:09:23,600 --> 00:09:25,400 Speaker 1: do request it when I go to like the Cactus 181 00:09:25,400 --> 00:09:26,760 Speaker 1: car wash to get the car. You know, they have 182 00:09:26,840 --> 00:09:28,360 Speaker 1: all the bottles and they're like, which one you want? 183 00:09:28,400 --> 00:09:30,680 Speaker 1: And I'll be like fresh, you know, new car, and 184 00:09:30,679 --> 00:09:33,040 Speaker 1: they're like, we're out, and then I have to make 185 00:09:33,080 --> 00:09:37,360 Speaker 1: do with like cum quad or something. Yeah, yeah, something weird. 186 00:09:37,520 --> 00:09:42,720 Speaker 1: Yeah yeah, I thought I smelled in your car yea um. 187 00:09:42,760 --> 00:09:45,240 Speaker 1: But it can actually go awry though. In two thousand 188 00:09:45,240 --> 00:09:49,240 Speaker 1: and six, California's Milk processor Board launched a series I've 189 00:09:49,280 --> 00:09:53,160 Speaker 1: Got Milk billboards in San Francisco bus shelters. So the 190 00:09:53,200 --> 00:09:56,280 Speaker 1: print ads um also featured the scent of chocolate chip 191 00:09:56,280 --> 00:09:59,120 Speaker 1: cookies and then the reason that people would smell the 192 00:09:59,160 --> 00:10:01,840 Speaker 1: chocolate chip ease and then they want some milk and 193 00:10:01,880 --> 00:10:05,400 Speaker 1: it would all work fabulously, but people actually complained about it, 194 00:10:05,480 --> 00:10:08,679 Speaker 1: and you know that's yeah, I think about it. That's 195 00:10:08,679 --> 00:10:13,440 Speaker 1: a situation where you've got ink ingruent elements going on. 196 00:10:13,600 --> 00:10:17,160 Speaker 1: You've got the smell of the streets and passers by 197 00:10:17,200 --> 00:10:21,120 Speaker 1: maybe they're smoking. And you know, in my own experience, 198 00:10:21,200 --> 00:10:22,480 Speaker 1: you know, if you're sitting in a bush shelter, it 199 00:10:22,559 --> 00:10:26,120 Speaker 1: might smell like you'urine sometimes. Yeah, well that's like the 200 00:10:26,200 --> 00:10:28,560 Speaker 1: Candler Park marta station here in Atlanta. It's really close 201 00:10:28,600 --> 00:10:31,959 Speaker 1: to a tipe of industrial baking facility, right, yeah, actually 202 00:10:32,000 --> 00:10:34,439 Speaker 1: it's a kash I can't remember the piemaker, but yes, 203 00:10:34,440 --> 00:10:36,920 Speaker 1: sarely or yeah. So it's like, so you're there and 204 00:10:36,960 --> 00:10:43,240 Speaker 1: it'll smell either like cakes baking, pies baking, or pies baking, 205 00:10:43,360 --> 00:10:46,080 Speaker 1: and like you're in you know it just you know 206 00:10:46,240 --> 00:10:49,120 Speaker 1: or or whatever. The the the bus I mean, the 207 00:10:49,120 --> 00:10:51,520 Speaker 1: trained terminal smells happened to be so yeah, you end 208 00:10:51,559 --> 00:10:53,959 Speaker 1: up with a weird mix there. Yeah. I actually tried 209 00:10:54,000 --> 00:10:58,480 Speaker 1: to take a tour of that factory. But you're arrested. Yeah, 210 00:10:58,600 --> 00:11:01,640 Speaker 1: I'm just gonna say they didn't me, but client, yes, 211 00:11:01,720 --> 00:11:09,360 Speaker 1: I was arrested. This presentation is brought to you by Intel, 212 00:11:09,559 --> 00:11:17,079 Speaker 1: sponsors of Tomorrow. Um. And then there's music. Right, we 213 00:11:17,120 --> 00:11:19,480 Speaker 1: already know how many it manipulate. I mean we used 214 00:11:19,480 --> 00:11:21,800 Speaker 1: it at the side of this podcast. That's right. You know, 215 00:11:21,880 --> 00:11:24,520 Speaker 1: it's sort of hopefully gets one in the mood. And uh. 216 00:11:24,920 --> 00:11:27,640 Speaker 1: And you know, you go to any fine dining establishment, 217 00:11:27,840 --> 00:11:29,959 Speaker 1: you're you're generally going to be you're paying for the 218 00:11:29,880 --> 00:11:32,719 Speaker 1: the andyhance as much as the food, and so a 219 00:11:32,800 --> 00:11:34,600 Speaker 1: huge part of that is the music. Let's play some 220 00:11:34,679 --> 00:11:37,400 Speaker 1: music that makes people relax, makes some calm down, makes 221 00:11:37,400 --> 00:11:39,880 Speaker 1: them feel like, you know, there's some more special like 222 00:11:40,080 --> 00:11:43,440 Speaker 1: you know, this is the evening's entertainment. Yeah, and you 223 00:11:43,480 --> 00:11:45,839 Speaker 1: know music, right, you've heard of music which I think 224 00:11:45,880 --> 00:11:48,559 Speaker 1: most of us associate with Elevator Music. They actually that's 225 00:11:48,559 --> 00:11:52,320 Speaker 1: a huge company and they actually create all sorts of 226 00:11:52,559 --> 00:11:57,160 Speaker 1: um different nuanced types of tracks depending on what your 227 00:11:57,200 --> 00:12:02,560 Speaker 1: retail businesses UM And there was actually another study again 228 00:12:02,720 --> 00:12:06,319 Speaker 1: author Martin Howard had talked about this that specially designed 229 00:12:06,400 --> 00:12:09,240 Speaker 1: music loops can keep shoppers in the supermarket for eight 230 00:12:09,400 --> 00:12:13,160 Speaker 1: percent longer, like the song never ends, so you never leave. No. 231 00:12:13,360 --> 00:12:15,480 Speaker 1: I think it's just sort of like if you maybe 232 00:12:15,520 --> 00:12:19,000 Speaker 1: put I don't know, like Enya in a supermarket, like 233 00:12:19,360 --> 00:12:21,679 Speaker 1: maybe it would just slow down people's actions. I don't know, 234 00:12:22,960 --> 00:12:25,400 Speaker 1: there was a time where that might have kept me going, 235 00:12:25,480 --> 00:12:28,440 Speaker 1: but yeah, now it would speed things up. That's it's 236 00:12:28,600 --> 00:12:32,320 Speaker 1: really amazing though how many places don't get this concept. Though. 237 00:12:32,640 --> 00:12:36,480 Speaker 1: You'll go into um like like sometimes it will be 238 00:12:36,920 --> 00:12:38,760 Speaker 1: something like like a you know, the kind of place 239 00:12:38,760 --> 00:12:40,840 Speaker 1: where you get like your nails done. I mean not 240 00:12:40,840 --> 00:12:42,080 Speaker 1: that I go to these places a lot, but I 241 00:12:42,120 --> 00:12:44,720 Speaker 1: have on on a rare occasion than one, and they'll, 242 00:12:45,240 --> 00:12:47,680 Speaker 1: you know, they'll totally have their skill set down, but 243 00:12:47,720 --> 00:12:50,080 Speaker 1: they won't understand that you should maybe play music that 244 00:12:50,160 --> 00:12:53,400 Speaker 1: doesn't make you want to strangle yourself. Yeah. Yeah, And 245 00:12:53,520 --> 00:12:57,800 Speaker 1: I've actually noted this before. In breakfast places sometimes they 246 00:12:57,800 --> 00:13:01,880 Speaker 1: have will play extremely loud music, like really bad eighties music, 247 00:13:01,920 --> 00:13:04,319 Speaker 1: and I think, oh my god, really like not that 248 00:13:04,440 --> 00:13:07,000 Speaker 1: I'm hungover, but some of us here might be hungover. 249 00:13:07,040 --> 00:13:09,679 Speaker 1: It's it's not the right choice. So yeah, we know already. 250 00:13:10,080 --> 00:13:12,160 Speaker 1: We talked about this a lot too in the music 251 00:13:12,280 --> 00:13:16,880 Speaker 1: Rebuild Your Brain. How music can affect you. Yeah, mostly positively. Yeah, 252 00:13:17,040 --> 00:13:19,800 Speaker 1: I mean it leaches in and changes the way you 253 00:13:19,920 --> 00:13:23,600 Speaker 1: view the world. I mean, wouldn't. Yeah, it's just just 254 00:13:23,640 --> 00:13:25,120 Speaker 1: across the board. So the next topic sense that you 255 00:13:25,120 --> 00:13:28,960 Speaker 1: would want to leverage this in a marketing situation, right, 256 00:13:28,960 --> 00:13:31,079 Speaker 1: You would want someone's rewards center in the brain ding 257 00:13:31,160 --> 00:13:33,920 Speaker 1: ding dinging and releasing dopamen and you'd be feeling really 258 00:13:33,920 --> 00:13:38,720 Speaker 1: great and you might buy more. But another advertising technology 259 00:13:38,840 --> 00:13:41,120 Speaker 1: that's creeped up in the last couple of years is 260 00:13:41,240 --> 00:13:44,719 Speaker 1: beaming advertisements into people's ears, which is super creepy. I'm 261 00:13:44,720 --> 00:13:48,839 Speaker 1: sure you all have heard about it before, but it's 262 00:13:48,880 --> 00:13:52,360 Speaker 1: called the auditory spotlight. Yeah, and this is we have 263 00:13:52,400 --> 00:13:54,599 Speaker 1: to have a really cool article on the on the 264 00:13:54,640 --> 00:13:57,480 Speaker 1: website by John Fuller about this. Uh. And it's it's 265 00:13:57,520 --> 00:13:59,840 Speaker 1: basically what it sounds like, just sort of just directional, 266 00:14:00,120 --> 00:14:03,440 Speaker 1: like you're just directing the sound at a particular area 267 00:14:03,480 --> 00:14:07,240 Speaker 1: where a person would conceivably be and uh and and 268 00:14:07,280 --> 00:14:11,000 Speaker 1: they're hearing the message, right, yep, that's right. That's actually 269 00:14:11,400 --> 00:14:14,560 Speaker 1: a tiny being just like light, and it's a beam 270 00:14:14,640 --> 00:14:18,400 Speaker 1: from a rooftop speaker. Yeah. Now, so I really don't 271 00:14:18,400 --> 00:14:21,960 Speaker 1: know that I've encountered this in real life. No, I 272 00:14:22,000 --> 00:14:24,560 Speaker 1: haven't either. And I wonder if it's just been used 273 00:14:24,560 --> 00:14:26,760 Speaker 1: in larger cities or if it was just you know, 274 00:14:26,840 --> 00:14:29,240 Speaker 1: two thousand and seven, two thousand eight seemed to be 275 00:14:29,480 --> 00:14:32,560 Speaker 1: it's big years. Um. And I think that the main 276 00:14:32,600 --> 00:14:34,880 Speaker 1: brew ha ha was in New York when A and 277 00:14:34,960 --> 00:14:38,600 Speaker 1: he was promoting a show called Paranormal State, and people 278 00:14:38,600 --> 00:14:41,280 Speaker 1: would walk by and a woman's voice would say, who's there, 279 00:14:41,400 --> 00:14:44,240 Speaker 1: who's there? It's not your imagination, but people start to 280 00:14:44,240 --> 00:14:47,320 Speaker 1: get creeped out of course, but out of don't I 281 00:14:47,360 --> 00:14:50,880 Speaker 1: really haven't seen it being used outside of that, you know, 282 00:14:51,000 --> 00:14:55,120 Speaker 1: like outside of actually museums and libraries, places where you 283 00:14:55,160 --> 00:14:57,400 Speaker 1: need it to be quiet and you need this directed 284 00:14:57,440 --> 00:15:01,320 Speaker 1: sound and uh. And the other thing about this technology, 285 00:15:01,320 --> 00:15:03,320 Speaker 1: I think it like it instantly the the idea and 286 00:15:03,320 --> 00:15:06,520 Speaker 1: that the headlines associated with instantly captivated everybody because it 287 00:15:06,560 --> 00:15:09,880 Speaker 1: brought to mind the idea that they're beaming advertised like 288 00:15:09,960 --> 00:15:14,240 Speaker 1: visual advertisements directly into your brain, which which is a 289 00:15:14,280 --> 00:15:16,800 Speaker 1: gag that's featured in uh, one of one of my 290 00:15:16,880 --> 00:15:21,480 Speaker 1: favorite Futurama episodes where where Fry is having this dream 291 00:15:22,000 --> 00:15:24,680 Speaker 1: that that he's in his underwear and it turns into 292 00:15:24,680 --> 00:15:28,080 Speaker 1: an advertisement for underwear and anyway within his dream, Yeah, 293 00:15:28,120 --> 00:15:30,480 Speaker 1: within his dream anyway. Excepting's like, what was that all about? 294 00:15:30,600 --> 00:15:32,880 Speaker 1: And they're like, oh, that's just how how it is. 295 00:15:32,880 --> 00:15:34,920 Speaker 1: Is we all have advertisements in her in her dreams, 296 00:15:35,600 --> 00:15:39,120 Speaker 1: and and you know, it's like we joke about about 297 00:15:39,160 --> 00:15:41,240 Speaker 1: about that. But you know, some of the technology coming 298 00:15:41,280 --> 00:15:45,520 Speaker 1: along is really getting uh, it's really getting into your head. 299 00:15:45,520 --> 00:15:47,160 Speaker 1: It's really getting in your head starting and you can 300 00:15:47,200 --> 00:15:49,920 Speaker 1: see a future where a lot of this is going 301 00:15:49,960 --> 00:15:52,920 Speaker 1: to be kind of intrusive. Yeah, And we're talking about 302 00:15:53,000 --> 00:15:54,880 Speaker 1: m r s. Actually again, I feel like we talked 303 00:15:54,880 --> 00:15:57,560 Speaker 1: about mrs all the time, but they're being used everywhere, 304 00:15:57,600 --> 00:15:59,400 Speaker 1: all the time for everything. Yeah, and this is where 305 00:15:59,440 --> 00:16:02,880 Speaker 1: we're looking of the brain while someone is thinking, um, 306 00:16:03,040 --> 00:16:05,800 Speaker 1: and and watching the movement, watching how blood moves around 307 00:16:05,800 --> 00:16:09,800 Speaker 1: how and and just seeing the neural architecture in action. Yeah. 308 00:16:09,840 --> 00:16:11,520 Speaker 1: And I think at first, you know, of course, they 309 00:16:11,520 --> 00:16:14,800 Speaker 1: were doing this for many reasons that you know, science 310 00:16:14,840 --> 00:16:19,160 Speaker 1: medical based, but you know those crafty market here. Yeah, 311 00:16:19,440 --> 00:16:21,040 Speaker 1: I started to try to figure it out. I think 312 00:16:21,200 --> 00:16:25,120 Speaker 1: in fact, they're now calling it neuromarketing, right, yeah. Yeah. 313 00:16:25,200 --> 00:16:28,680 Speaker 1: Basically what they have figured out is that you can 314 00:16:28,720 --> 00:16:30,960 Speaker 1: map the data. You can look at someone's thoughts, right, 315 00:16:31,000 --> 00:16:33,800 Speaker 1: like someone For instance, the sixty minutes piece that we watched, 316 00:16:34,560 --> 00:16:38,720 Speaker 1: a person was looking at ten different objects and then 317 00:16:38,760 --> 00:16:41,080 Speaker 1: the m R I was scanning that. And then what 318 00:16:41,120 --> 00:16:43,200 Speaker 1: they did is they took that data, fed it to 319 00:16:43,200 --> 00:16:46,240 Speaker 1: a computer and then told the computer later on, okay, 320 00:16:46,240 --> 00:16:48,640 Speaker 1: well here are two objects based on that one scan 321 00:16:48,840 --> 00:16:51,080 Speaker 1: what is this person looking at? Yeah, and stuff like 322 00:16:51,480 --> 00:16:53,280 Speaker 1: is it a knife for a house? Right? And then 323 00:16:53,280 --> 00:16:56,360 Speaker 1: they would be it's a knife, and that's right. So 324 00:16:56,480 --> 00:16:58,840 Speaker 1: the brain was saying, I'm looking at a knife. That's 325 00:16:58,840 --> 00:17:01,880 Speaker 1: the first scan. Second it was a house, third hammer, 326 00:17:01,920 --> 00:17:04,400 Speaker 1: so on and so forth, And the computer was given 327 00:17:04,440 --> 00:17:07,360 Speaker 1: two choices from what I recall and saying which which 328 00:17:07,400 --> 00:17:09,280 Speaker 1: one was this person looking at? And the computer was 329 00:17:09,359 --> 00:17:12,120 Speaker 1: choosing right almost every time. Of course, there there are 330 00:17:12,160 --> 00:17:16,760 Speaker 1: some oddities that happened, because your brain might light up differently, 331 00:17:17,200 --> 00:17:19,520 Speaker 1: say with a hammer, if you've had a bad experience 332 00:17:19,560 --> 00:17:21,679 Speaker 1: with the hammers. Yeah, it's like every brain is going 333 00:17:21,720 --> 00:17:23,240 Speaker 1: to be a little and it's like a fingerprint, you know, 334 00:17:23,280 --> 00:17:26,320 Speaker 1: it's it's very complicated fingerprints, so it's not going to 335 00:17:26,440 --> 00:17:28,879 Speaker 1: be perfect. But they can also look at it in 336 00:17:29,000 --> 00:17:32,560 Speaker 1: terms of which of two decisions is someone going to make? Yeah, 337 00:17:32,640 --> 00:17:34,800 Speaker 1: we're trying to predict yeah, which with marketing that comes 338 00:17:34,840 --> 00:17:37,840 Speaker 1: down to a very basic, uh decision. You know, it's 339 00:17:37,880 --> 00:17:40,159 Speaker 1: like it's this person going to buy this object or not? 340 00:17:40,200 --> 00:17:43,560 Speaker 1: Are they interested in this or they repulsed by it? Right? 341 00:17:43,880 --> 00:17:45,919 Speaker 1: And this is in Carnegie. Mellon was looking at this right, 342 00:17:45,920 --> 00:17:49,159 Speaker 1: and they were actually trying to have the ability to 343 00:17:49,320 --> 00:17:52,360 Speaker 1: map nuance thoughts within the next three years. So yes, 344 00:17:52,440 --> 00:17:56,560 Speaker 1: this this idea of not just saying Okay, we based 345 00:17:56,600 --> 00:18:01,159 Speaker 1: on this information to everybody's there's universal qualities right that 346 00:18:01,400 --> 00:18:03,960 Speaker 1: um come up when you look at an image, and 347 00:18:04,000 --> 00:18:06,920 Speaker 1: so everybody's going to think about this object this way 348 00:18:07,000 --> 00:18:09,640 Speaker 1: most of the time. But no, I mean it's it's 349 00:18:09,640 --> 00:18:11,600 Speaker 1: more than that. It's like what choices are people going 350 00:18:11,640 --> 00:18:13,959 Speaker 1: to make? And where have you been? The one they 351 00:18:13,960 --> 00:18:15,800 Speaker 1: looked at was you know, it's like we have these 352 00:18:15,800 --> 00:18:19,000 Speaker 1: sort of mintal images of places and they can they 353 00:18:19,000 --> 00:18:20,879 Speaker 1: can you know, answer the question have you seen this 354 00:18:21,000 --> 00:18:23,560 Speaker 1: environment before? And that has a whole there's a whole 355 00:18:23,560 --> 00:18:26,760 Speaker 1: possibility there with like criminal investigations, like you know you 356 00:18:26,800 --> 00:18:28,800 Speaker 1: have the scene of the crime, Well we we just 357 00:18:28,840 --> 00:18:31,119 Speaker 1: scanned you and it said you were in fact e 358 00:18:31,320 --> 00:18:33,480 Speaker 1: g was used to convict a woman of poisoning and 359 00:18:33,520 --> 00:18:37,040 Speaker 1: ex fiance in India. That's right, because they were describing 360 00:18:37,119 --> 00:18:40,000 Speaker 1: the circumstances around his death and at the same time 361 00:18:40,040 --> 00:18:42,560 Speaker 1: she was getting scanned, right, and they said, okay, we 362 00:18:42,640 --> 00:18:45,800 Speaker 1: see all this activity going on. Now you can sort 363 00:18:45,800 --> 00:18:47,600 Speaker 1: of lay that on her for agreeing to the scan, 364 00:18:47,640 --> 00:18:49,639 Speaker 1: because that's the other big thing we have to mentioneer 365 00:18:49,640 --> 00:18:53,840 Speaker 1: when we're talking about getting your getting scanned. It's it's 366 00:18:53,920 --> 00:18:55,800 Speaker 1: it's one of these situations where it's it's like getting 367 00:18:55,800 --> 00:18:58,719 Speaker 1: an m R. I. You know, you're you're going, you're 368 00:18:58,800 --> 00:19:02,359 Speaker 1: laying down, you're being really still very cooperative while this 369 00:19:02,560 --> 00:19:06,479 Speaker 1: uh this you basically go on this giant donut right right, 370 00:19:06,520 --> 00:19:09,960 Speaker 1: As far as we know, governments, corporations cannot stuff us 371 00:19:09,960 --> 00:19:12,520 Speaker 1: into this donut and make us do this. Even in 372 00:19:12,560 --> 00:19:15,040 Speaker 1: total recall, they had trouble get it keeping Arnold Swartzenegger 373 00:19:15,119 --> 00:19:17,320 Speaker 1: and that that that chair, you know, he ended up 374 00:19:17,359 --> 00:19:20,399 Speaker 1: breaking out of it. So well, he's right, So we 375 00:19:20,440 --> 00:19:22,359 Speaker 1: either have this thing was so we're gonna either have 376 00:19:22,400 --> 00:19:27,720 Speaker 1: to develop stronger chairs um or or develop scanning systems 377 00:19:27,760 --> 00:19:30,399 Speaker 1: that are not so that don't demand so much cooperation, 378 00:19:31,359 --> 00:19:33,800 Speaker 1: portable ones and ones that can just sort of scan 379 00:19:33,880 --> 00:19:36,000 Speaker 1: you in a second. Right, and there is a man 380 00:19:36,119 --> 00:19:38,439 Speaker 1: named Paul root Wolpe. He's the director of ethics at 381 00:19:38,440 --> 00:19:40,800 Speaker 1: Emory University, and he says, this is possible that you 382 00:19:40,840 --> 00:19:44,600 Speaker 1: can beam light into your front cortex and that receptors 383 00:19:44,640 --> 00:19:47,920 Speaker 1: would get the reflection of that light, essentially reading your 384 00:19:47,960 --> 00:19:51,480 Speaker 1: thoughts that correspond what you're looking at at that time. Yeah, 385 00:19:51,520 --> 00:19:53,359 Speaker 1: so we'd be able to do it, not only remotely 386 00:19:53,359 --> 00:19:56,960 Speaker 1: but also covertly, you know, they like you might be 387 00:19:57,440 --> 00:19:59,200 Speaker 1: I'm just throwing this out there, like you're you're looking 388 00:19:59,240 --> 00:20:03,000 Speaker 1: at the billboard the trains station, and it's looking at you. 389 00:20:03,000 --> 00:20:05,560 Speaker 1: You don't even realize that it's it's gauging your reaction 390 00:20:05,640 --> 00:20:09,080 Speaker 1: to the advertisement. And maybe based on those readings, it 391 00:20:09,160 --> 00:20:11,800 Speaker 1: might be able to throw up something that interests you 392 00:20:11,840 --> 00:20:14,840 Speaker 1: more or intereste or or or would you know, interest 393 00:20:14,880 --> 00:20:17,240 Speaker 1: you or not interest you less. But but you know, 394 00:20:17,280 --> 00:20:19,919 Speaker 1: it would be able to if you've ever filled out 395 00:20:20,000 --> 00:20:24,800 Speaker 1: like a survey online or these basic like recommendation engines 396 00:20:24,840 --> 00:20:26,879 Speaker 1: that say like, oh, you like this movie. In this movie, 397 00:20:27,040 --> 00:20:30,359 Speaker 1: you probably love this um. You know it's as wrong 398 00:20:30,400 --> 00:20:33,480 Speaker 1: as Netflix seems to get that on my account. You know, 399 00:20:33,520 --> 00:20:35,000 Speaker 1: it's like that that that's the sort of thing that 400 00:20:35,040 --> 00:20:37,880 Speaker 1: everyone seems to be interested and uh, and this would 401 00:20:37,880 --> 00:20:40,679 Speaker 1: be like a laser shining not a laser, but like 402 00:20:40,680 --> 00:20:42,720 Speaker 1: a beam of light shining at your head. And then 403 00:20:42,920 --> 00:20:45,320 Speaker 1: you could easily imagine a computerized system that wouldn't that 404 00:20:45,400 --> 00:20:47,800 Speaker 1: would then give you recommendations based on your reactions. Well 405 00:20:47,840 --> 00:20:49,480 Speaker 1: that's what I was thinking. I was thinking, Okay, maybe 406 00:20:49,480 --> 00:20:51,520 Speaker 1: I'm at the gap, you know, it's five it's five 407 00:20:51,600 --> 00:20:53,160 Speaker 1: years from now. I'm at the gap. I'm I happen 408 00:20:53,200 --> 00:20:56,000 Speaker 1: to be looking at a red shirt, and you know, 409 00:20:56,119 --> 00:21:01,159 Speaker 1: the beam of light gets that information than it interfaces 410 00:21:01,200 --> 00:21:03,960 Speaker 1: with a marketing company, which then, you know, real time 411 00:21:04,080 --> 00:21:07,560 Speaker 1: tells the salesperson get more red stuff. She loves it, 412 00:21:07,640 --> 00:21:11,359 Speaker 1: you know. Um. And it's it's interesting to think that 413 00:21:11,359 --> 00:21:14,240 Speaker 1: that might happen. But it's also I also feel like 414 00:21:14,320 --> 00:21:17,360 Speaker 1: in this day and age that you know, I don't 415 00:21:17,400 --> 00:21:19,680 Speaker 1: necessarily want that to happen, but I feel like I'm 416 00:21:19,680 --> 00:21:23,600 Speaker 1: giving up so much of my own information to advertisers 417 00:21:23,640 --> 00:21:26,159 Speaker 1: already just to get a quick fix, a quick you know, 418 00:21:26,400 --> 00:21:30,439 Speaker 1: ten percent off of something. Um, that I'm almost a 419 00:21:30,440 --> 00:21:33,360 Speaker 1: willing participant, you know. And I can see this sort 420 00:21:33,400 --> 00:21:35,520 Speaker 1: of thing being used in the future where it's like, okay, 421 00:21:35,600 --> 00:21:40,119 Speaker 1: well if you buy into our lightbeam program, well you 422 00:21:40,160 --> 00:21:43,399 Speaker 1: get an extra off your purchases, you know, and then 423 00:21:43,440 --> 00:21:45,880 Speaker 1: I'm complicit in this act. Well, you know, it's it's 424 00:21:46,040 --> 00:21:47,800 Speaker 1: I can easily see it. It's because I'm on one 425 00:21:47,840 --> 00:21:49,840 Speaker 1: Level's easy to imagine people like I do not want 426 00:21:49,920 --> 00:21:52,240 Speaker 1: machines reading my mind and trying to sell me things. 427 00:21:52,640 --> 00:21:55,479 Speaker 1: But I mean We're already letting machines read our personal 428 00:21:55,520 --> 00:21:58,000 Speaker 1: emails and give us little ads you over to the 429 00:21:58,040 --> 00:22:00,800 Speaker 1: side in our our Google accounts, Right, so I could 430 00:22:00,800 --> 00:22:02,880 Speaker 1: easily see a situation where you would be like, yes, 431 00:22:02,920 --> 00:22:06,119 Speaker 1: I will let this computer that somebody has assured me 432 00:22:06,680 --> 00:22:09,840 Speaker 1: UM is gonna, you know, keep my secrets. I will 433 00:22:09,840 --> 00:22:12,560 Speaker 1: allow that to scan my brain and give me movie recommendations. 434 00:22:13,560 --> 00:22:15,920 Speaker 1: God only knows what kind of movie recommendations we would 435 00:22:15,920 --> 00:22:19,679 Speaker 1: get on an accurate scan of our of our complex thoughts. 436 00:22:19,880 --> 00:22:21,400 Speaker 1: Because that's the thing you're as soun as you're saying 437 00:22:21,400 --> 00:22:24,600 Speaker 1: with like, within the next five years, the same technology 438 00:22:24,600 --> 00:22:27,000 Speaker 1: that's enabling people to say, hey, are you thinking of 439 00:22:27,000 --> 00:22:29,560 Speaker 1: a knife or a bowl of pudding will be able 440 00:22:29,600 --> 00:22:34,199 Speaker 1: to decipher us so much much more complex thoughts. So, 441 00:22:34,280 --> 00:22:35,639 Speaker 1: I mean, it's kind of amazing to think of it 442 00:22:35,720 --> 00:22:39,560 Speaker 1: that way. And also there's that element of gratification, Like 443 00:22:39,760 --> 00:22:43,000 Speaker 1: we want instant gratification, we want it now. So if 444 00:22:43,080 --> 00:22:45,080 Speaker 1: we if someone, if there's the promise of that, then 445 00:22:45,080 --> 00:22:48,560 Speaker 1: we're willing to exchange something of ourselves for it. Right, 446 00:22:49,240 --> 00:22:51,639 Speaker 1: And you know, you really begin to think, too, is 447 00:22:51,640 --> 00:22:54,359 Speaker 1: there is the technology inclusible? We reach the point where 448 00:22:55,119 --> 00:23:00,080 Speaker 1: various forms of entertainment respond to the way to to 449 00:23:00,080 --> 00:23:02,000 Speaker 1: our to our brain scans. Like maybe you're in a 450 00:23:02,200 --> 00:23:04,280 Speaker 1: you're in a restroom, so you're in a private room, right, 451 00:23:04,440 --> 00:23:07,000 Speaker 1: maybe there's a scanning system that can tell if you're 452 00:23:07,040 --> 00:23:10,320 Speaker 1: digging the music and in either you know, shift the 453 00:23:10,400 --> 00:23:13,720 Speaker 1: mix to accommodate you, or even shift the music itself. 454 00:23:13,800 --> 00:23:16,760 Speaker 1: You can getting the whole area of intelligent music where 455 00:23:16,760 --> 00:23:19,080 Speaker 1: where there won't be a composition as much, but a 456 00:23:19,119 --> 00:23:24,360 Speaker 1: composition that changes according to your neural requirements. Or yeah, 457 00:23:24,400 --> 00:23:26,480 Speaker 1: I mean it's just the sky's the limit. Movies that 458 00:23:26,560 --> 00:23:29,200 Speaker 1: sort of right themselves. Uh, you know, depending on how 459 00:23:29,200 --> 00:23:32,800 Speaker 1: you're responding to it in your in your brain, I 460 00:23:32,880 --> 00:23:35,400 Speaker 1: kind of dig that. Actually, yeah, see, now you're you're 461 00:23:35,400 --> 00:23:39,480 Speaker 1: coming around, here's my personal information in exchange for that. 462 00:23:40,280 --> 00:23:41,920 Speaker 1: And then I mean, as long as we're talking about 463 00:23:42,280 --> 00:23:44,400 Speaker 1: things that we can manipulate in the brain, I mean 464 00:23:44,440 --> 00:23:49,680 Speaker 1: they're our brain has as these different pleasure systems. For instance, 465 00:23:49,880 --> 00:23:53,240 Speaker 1: there is a portion of the brain known as the 466 00:23:53,359 --> 00:23:58,040 Speaker 1: orbitofrontal cortex and this is where umu, the joy one 467 00:23:58,080 --> 00:24:02,439 Speaker 1: experiences during sex or um or you know, eating a 468 00:24:02,480 --> 00:24:05,880 Speaker 1: really tasty sandwich take place. So um, you know, they've 469 00:24:05,920 --> 00:24:09,560 Speaker 1: been they've been exploring ways to manipulate that, uh, mainly 470 00:24:09,640 --> 00:24:13,000 Speaker 1: for things like treating like Parkinson's disease, you know, or 471 00:24:13,200 --> 00:24:17,640 Speaker 1: um or or various neurological conditions. But of course, marketing 472 00:24:18,040 --> 00:24:22,959 Speaker 1: initially eventually pokes its head into any research facility and 473 00:24:23,240 --> 00:24:25,200 Speaker 1: starts dreaming about ways you could you could do this. 474 00:24:25,240 --> 00:24:27,760 Speaker 1: So imagine that like you're you're in a store and 475 00:24:27,800 --> 00:24:30,200 Speaker 1: you're you know, you're suddenly you're just feeling really great 476 00:24:30,200 --> 00:24:32,480 Speaker 1: about this purchase you're about to make. Now, I think 477 00:24:32,480 --> 00:24:35,120 Speaker 1: that would probably be invasive, but yeah, just a little bit. 478 00:24:36,200 --> 00:24:39,200 Speaker 1: But yeah, they're working on this sex chip thing, which 479 00:24:39,720 --> 00:24:46,359 Speaker 1: which shows supposed yeah and uh, and they're you know, 480 00:24:46,480 --> 00:24:49,879 Speaker 1: hoping to say, help people with a condition called and 481 00:24:50,000 --> 00:24:54,439 Speaker 1: head donia, yeah, and and hedonia, which means you just 482 00:24:54,440 --> 00:24:58,359 Speaker 1: can't you can't feel joy, uh in regards to sex 483 00:24:58,400 --> 00:25:00,960 Speaker 1: and food. And so they would treat this by putting 484 00:25:00,960 --> 00:25:02,880 Speaker 1: a chip in. But that's like just creating a chip 485 00:25:02,880 --> 00:25:05,399 Speaker 1: for that is years away, much less the idea of 486 00:25:05,400 --> 00:25:08,440 Speaker 1: some sort of external, um, you know, laser device that's 487 00:25:08,440 --> 00:25:11,479 Speaker 1: gonna being july directly into your brain. So the idea 488 00:25:11,600 --> 00:25:15,040 Speaker 1: is that this implant, right, is it's going to be 489 00:25:15,080 --> 00:25:19,480 Speaker 1: stimulated the orbital or orbital frontal cortex. And so I'm 490 00:25:19,520 --> 00:25:25,119 Speaker 1: just trying to imagine, like, you know, wearing that during 491 00:25:25,280 --> 00:25:28,280 Speaker 1: intimate moments, I mean, or just on the train, you know, 492 00:25:28,359 --> 00:25:30,200 Speaker 1: to work in the morning, you know, and then yeah, 493 00:25:30,200 --> 00:25:32,000 Speaker 1: and people are like, look, I see what you have on. 494 00:25:32,240 --> 00:25:33,920 Speaker 1: I know what you're doing over there because you see. 495 00:25:33,960 --> 00:25:35,679 Speaker 1: But what if we all had them? Like, like, I 496 00:25:35,720 --> 00:25:38,320 Speaker 1: can imagine a situation where everybody gets seas installed so 497 00:25:38,359 --> 00:25:41,520 Speaker 1: you can better interface with your movie that rights itself. 498 00:25:41,600 --> 00:25:43,800 Speaker 1: You know, It's like it's righting itself based on how 499 00:25:43,800 --> 00:25:46,080 Speaker 1: you're responding to it. And it's also pumping you with 500 00:25:46,160 --> 00:25:48,480 Speaker 1: pleasure every time there's a you know, a shot of 501 00:25:48,520 --> 00:25:50,600 Speaker 1: a slice of pie on the screen. Wow. You just 502 00:25:50,680 --> 00:25:52,440 Speaker 1: never would have to leave your home? You just, yeah, 503 00:25:52,440 --> 00:25:55,520 Speaker 1: I never would. Yeah. Um. According to the Scientific American 504 00:25:55,600 --> 00:25:59,000 Speaker 1: article that I read, Stuart Malloy a North Carolina physician 505 00:25:59,040 --> 00:26:03,919 Speaker 1: who specializes in implanting spinal electrodes for pain, mostly or 506 00:26:03,960 --> 00:26:06,600 Speaker 1: to relieve pain. Rather, he found by chance that a 507 00:26:06,680 --> 00:26:10,000 Speaker 1: slightly off kilter placement in the lower spine caused one 508 00:26:10,000 --> 00:26:12,359 Speaker 1: woman to exclaim, you're going to have to teach my 509 00:26:12,440 --> 00:26:16,120 Speaker 1: husband how to do that, and here we go. Um, 510 00:26:16,160 --> 00:26:19,960 Speaker 1: he has actually created a machine explicitly for what we're 511 00:26:19,960 --> 00:26:24,320 Speaker 1: talking about, and it's a modified spinal cord stimulator and 512 00:26:24,359 --> 00:26:29,480 Speaker 1: the name is really subtle. It's called the Orgasmatron. Okay, yeah, 513 00:26:30,280 --> 00:26:32,879 Speaker 1: it sounds fake, but yeah, yeah yeah, it's actually I 514 00:26:32,920 --> 00:26:35,560 Speaker 1: think it's an homage to Woody Allen in the film Sleeper. 515 00:26:35,760 --> 00:26:39,920 Speaker 1: What was the device? And Barbara Ella? I do not recall. 516 00:26:40,000 --> 00:26:42,920 Speaker 1: There's like the scene where Duran Duran has barb Barbarella 517 00:26:43,040 --> 00:26:44,879 Speaker 1: in the I don't know. It has some sort of 518 00:26:44,880 --> 00:26:48,520 Speaker 1: crazy name. It looks like a big organ just called 519 00:26:48,520 --> 00:26:52,480 Speaker 1: the organ or maybe not. That's an unfortunate name. Yeah, 520 00:26:53,040 --> 00:26:56,280 Speaker 1: but I don't know. That's that's some technology that's far 521 00:26:56,320 --> 00:26:58,239 Speaker 1: off and it's kind of crude sounding right now, right, 522 00:26:58,280 --> 00:27:00,800 Speaker 1: that's Barbara Alla territory. Yeah, and we'll get there eventually. 523 00:27:00,880 --> 00:27:04,000 Speaker 1: Yeah yeah. Oh but again it begs that question, like 524 00:27:04,080 --> 00:27:08,440 Speaker 1: what are we willingly allowing ourselves to participate in? And 525 00:27:09,400 --> 00:27:13,520 Speaker 1: it made me think about this new interface that students 526 00:27:13,520 --> 00:27:15,399 Speaker 1: at m I T Media Lab have developed. It's a 527 00:27:15,440 --> 00:27:20,639 Speaker 1: wearable computing system that turns any surface your arm, table, wall, 528 00:27:20,720 --> 00:27:24,840 Speaker 1: whatever into an interactive display screen. Yeah. And the where 529 00:27:24,960 --> 00:27:28,199 Speaker 1: can summon virtual gadgets and internet data at will just 530 00:27:28,320 --> 00:27:30,119 Speaker 1: on their arm. Yeah. But if you were like what 531 00:27:30,200 --> 00:27:33,320 Speaker 1: time it is, you could just draw a watch and yeah, 532 00:27:33,400 --> 00:27:36,560 Speaker 1: it's so it's very cool. Um. Their goal is to 533 00:27:36,600 --> 00:27:40,240 Speaker 1: harness computers to feed us information in an organic fashion, 534 00:27:40,359 --> 00:27:43,680 Speaker 1: like our existing senses. So it's this idea that computers 535 00:27:43,800 --> 00:27:47,960 Speaker 1: might become our sixth sense. Yeah. Um, and and in fact, 536 00:27:48,000 --> 00:27:51,399 Speaker 1: I mean it's so nuts that, um, you could encounter 537 00:27:51,440 --> 00:27:53,439 Speaker 1: someone at a party in this system would project a 538 00:27:53,440 --> 00:27:56,400 Speaker 1: cloud of words onto that person's body and provide more 539 00:27:56,400 --> 00:27:59,400 Speaker 1: information about that person, like a blog. You are all 540 00:27:59,520 --> 00:28:05,000 Speaker 1: the name of his company, likes dislikes, so like we 541 00:28:05,080 --> 00:28:08,600 Speaker 1: become our Facebook profile. Yeah, pretty much like the end 542 00:28:08,640 --> 00:28:10,680 Speaker 1: of the Black Hole where the mad scientists and the 543 00:28:10,760 --> 00:28:13,520 Speaker 1: robot and merge into one horrifying thing. Well, that's what 544 00:28:13,560 --> 00:28:17,040 Speaker 1: I was thinking. I mean, not specifically that specifically that, 545 00:28:18,200 --> 00:28:20,919 Speaker 1: but I was thinking, like, that's the juncture of where 546 00:28:21,400 --> 00:28:26,119 Speaker 1: advertisers and and ourselves like come together, right, because you 547 00:28:26,160 --> 00:28:29,440 Speaker 1: know that in that situation that you're there's no privacy, right, 548 00:28:29,480 --> 00:28:33,080 Speaker 1: that you're sharing everything about yourself in exchange for the 549 00:28:33,160 --> 00:28:37,680 Speaker 1: ability to move throughout the world in a more fluid way. 550 00:28:38,200 --> 00:28:40,120 Speaker 1: It's a little scary, and again, I know I've heard 551 00:28:40,080 --> 00:28:41,840 Speaker 1: it up before, but it's like super sad, true love 552 00:28:41,920 --> 00:28:46,240 Speaker 1: story in which people wear an apparatus are apparatti around 553 00:28:46,280 --> 00:28:49,520 Speaker 1: their necks and it gives everybody's credit scores and so 554 00:28:49,560 --> 00:28:51,840 Speaker 1: on and so forth. Well, no, you're allowed to continually 555 00:28:52,000 --> 00:28:55,360 Speaker 1: compos you like I did it. Just I keep being 556 00:28:55,440 --> 00:28:58,800 Speaker 1: reminded of that story. It's super true, super sad, and 557 00:28:58,840 --> 00:29:02,960 Speaker 1: it's a love story. Well, excellent, Well, um, popcorn, I'm 558 00:29:03,040 --> 00:29:05,600 Speaker 1: going to um turn to our listener mail. Now we 559 00:29:05,680 --> 00:29:09,880 Speaker 1: have a couple here from some listeners. Um, here's one 560 00:29:09,960 --> 00:29:13,320 Speaker 1: from Nathaniel's gonna have a snack over here. Yeah, alright. 561 00:29:13,560 --> 00:29:16,040 Speaker 1: I was listening to your awesome podcast on alien abduction, 562 00:29:16,160 --> 00:29:19,640 Speaker 1: and I realized that something similar to that paraplysis thing 563 00:29:19,760 --> 00:29:21,760 Speaker 1: was going on. On occasion, I will wake up during 564 00:29:21,800 --> 00:29:23,920 Speaker 1: a moment of pain in my dream, such as being 565 00:29:24,080 --> 00:29:26,400 Speaker 1: hit in the face with a baseball or being kicked 566 00:29:26,440 --> 00:29:28,760 Speaker 1: in the chest by a thug. At this moment, I 567 00:29:28,840 --> 00:29:31,239 Speaker 1: wake up with intense pain all over my body at 568 00:29:31,320 --> 00:29:34,520 Speaker 1: some horrible hour, and typically can't fall asleep. Again, I 569 00:29:34,560 --> 00:29:37,320 Speaker 1: don't know that this is unusual, and was wondering if 570 00:29:37,360 --> 00:29:39,520 Speaker 1: you could use your epic minds and power to explain 571 00:29:39,640 --> 00:29:42,160 Speaker 1: this huge fan love the show and you will never 572 00:29:42,240 --> 00:29:46,200 Speaker 1: cease to figuratively blow my mind. Um well that's pretty interesting. 573 00:29:46,520 --> 00:29:48,960 Speaker 1: Uh well, one possibility is that thugs are kicking you 574 00:29:49,160 --> 00:29:52,280 Speaker 1: in your chest during the night, and I would look 575 00:29:52,320 --> 00:29:55,719 Speaker 1: into that possibility first. Yeah, it's happened to me before. Yeah. Um, 576 00:29:56,160 --> 00:29:58,040 Speaker 1: but yeah, beyond that, we'd have to we'd have to 577 00:29:58,080 --> 00:30:00,280 Speaker 1: look into it. I mean it's certainly it sounds off 578 00:30:00,320 --> 00:30:04,640 Speaker 1: hand like it's similar to the phenomena where supposedly we 579 00:30:04,680 --> 00:30:07,600 Speaker 1: have this evolutionary hold over where we're afraid of falling 580 00:30:07,640 --> 00:30:11,320 Speaker 1: out of tree and beaten by ground uh predators, and 581 00:30:11,760 --> 00:30:13,800 Speaker 1: so that we'll if we feel like we're slipping in 582 00:30:13,840 --> 00:30:16,560 Speaker 1: our dream or or falling over, like I'll have it 583 00:30:16,600 --> 00:30:18,640 Speaker 1: where I'm like slipping on milk or something and then 584 00:30:18,680 --> 00:30:21,560 Speaker 1: I'll just fly away. I think you've been hanging out 585 00:30:21,600 --> 00:30:26,360 Speaker 1: with sloths too much. I mean the SLOs monkey. I 586 00:30:26,400 --> 00:30:28,360 Speaker 1: did see a monkey. Thought of the tree and of 587 00:30:28,480 --> 00:30:31,600 Speaker 1: Costa Rica. Yeah, plummeted. I mean just not just like 588 00:30:31,680 --> 00:30:35,560 Speaker 1: a little fall, but like a really embarrassing fall monkey. Okay, yeah, 589 00:30:36,800 --> 00:30:39,360 Speaker 1: I mean I think he was embarrassed, feel shamed. But 590 00:30:40,520 --> 00:30:42,720 Speaker 1: we're all watching me just falls out of the Maybe 591 00:30:42,760 --> 00:30:44,840 Speaker 1: that's part of their truck, you know, like, all right 592 00:30:44,840 --> 00:30:47,320 Speaker 1: now you're gonna fall and we'll get a gasp from 593 00:30:47,360 --> 00:30:50,360 Speaker 1: the audience. Well, Nathaniel, I will say that we do 594 00:30:50,480 --> 00:30:53,200 Speaker 1: need to we will. We will return to the world 595 00:30:53,240 --> 00:30:55,560 Speaker 1: of dreams in a future podcast. I would really like 596 00:30:55,680 --> 00:30:58,600 Speaker 1: to do one with having to do with nightmares and 597 00:30:58,760 --> 00:31:01,920 Speaker 1: night terrors specific quick, so we'll keep you posted on 598 00:31:02,000 --> 00:31:03,920 Speaker 1: all that. So we have another listener mail from someone 599 00:31:03,960 --> 00:31:08,720 Speaker 1: who wishes UH to remain anonymous. UH and he writes 600 00:31:08,760 --> 00:31:11,040 Speaker 1: in I'm a long time listener, first time writer, and 601 00:31:11,320 --> 00:31:13,440 Speaker 1: I have come back from a trip to Japan, where 602 00:31:13,520 --> 00:31:15,479 Speaker 1: I just happened to listen to your episode is your 603 00:31:15,520 --> 00:31:17,880 Speaker 1: Gut of Genius. On the sixth day of battling about 604 00:31:17,920 --> 00:31:21,040 Speaker 1: of constipation, while this happens basically every time I leave 605 00:31:21,080 --> 00:31:23,400 Speaker 1: the country, as you could imagine, after six days, it 606 00:31:23,480 --> 00:31:26,000 Speaker 1: was pretty irritable and I was getting pretty anxious about 607 00:31:26,280 --> 00:31:28,160 Speaker 1: being clogged up for so long. But listening to the 608 00:31:28,240 --> 00:31:30,640 Speaker 1: podcast and finding out that this happens to most people 609 00:31:31,040 --> 00:31:33,880 Speaker 1: along with you guys providing an explanation for it just 610 00:31:34,000 --> 00:31:37,840 Speaker 1: seemed to lift the anxiety immediately. Don't know whether it 611 00:31:38,040 --> 00:31:40,320 Speaker 1: was the fact that I now understood what was happening 612 00:31:40,360 --> 00:31:42,760 Speaker 1: in my brain talked to my bowels, or whether it 613 00:31:42,960 --> 00:31:44,920 Speaker 1: was just me, but suffice to say that before the 614 00:31:45,000 --> 00:31:47,920 Speaker 1: podcast was over, I did the deed as nature intended. 615 00:31:48,600 --> 00:31:51,320 Speaker 1: Unfortunately it was using a Japanese style toilet on a 616 00:31:51,400 --> 00:31:55,680 Speaker 1: moving bullet train. However, I was grateful nonetheless. So you know, 617 00:31:55,840 --> 00:31:58,560 Speaker 1: I'm I'm glad to know that our our poets from 618 00:31:58,600 --> 00:32:03,200 Speaker 1: our listeners find our podcasts a moving, nice nice upon there. Um, 619 00:32:03,280 --> 00:32:04,880 Speaker 1: I know, and that makes me think about something called 620 00:32:04,920 --> 00:32:06,719 Speaker 1: the sphincter law, which we don't have time to get 621 00:32:06,760 --> 00:32:09,960 Speaker 1: into now, but it's it's definitely something that I think 622 00:32:10,120 --> 00:32:13,840 Speaker 1: we need to talk about in some other format. Okay, well, 623 00:32:13,880 --> 00:32:16,320 Speaker 1: look look for that title to show up and gets 624 00:32:17,080 --> 00:32:20,640 Speaker 1: the law of the sphincter excellent. Why if you have 625 00:32:20,720 --> 00:32:26,520 Speaker 1: any tales of toiletry tears on the on your travels, 626 00:32:26,560 --> 00:32:29,000 Speaker 1: then you know, stop by our Facebook page where we 627 00:32:29,000 --> 00:32:30,560 Speaker 1: will blow the mind and we'll also blow the mind 628 00:32:30,600 --> 00:32:33,719 Speaker 1: on Twitter and where we update that feat pretty regularly 629 00:32:33,800 --> 00:32:37,720 Speaker 1: with Cool Happenings at how stuff Works Discovery and just 630 00:32:37,800 --> 00:32:39,520 Speaker 1: neat Stuff, We find out what's so swarre in the Whip. 631 00:32:39,840 --> 00:32:42,560 Speaker 1: If you have any questions or you're interested to find 632 00:32:42,600 --> 00:32:45,200 Speaker 1: out more about some of our research notes or links 633 00:32:45,280 --> 00:32:47,520 Speaker 1: that we've used in this episode, or any others, feel 634 00:32:47,560 --> 00:32:49,520 Speaker 1: free to drop us a line at blow the Mind 635 00:32:49,520 --> 00:32:56,280 Speaker 1: at how stuff works dot com For more on this 636 00:32:56,440 --> 00:32:58,800 Speaker 1: and thousands of other topics. Is it how stuff works 637 00:32:58,840 --> 00:33:01,400 Speaker 1: dot com. To learn more a about the podcast, click 638 00:33:01,440 --> 00:33:03,720 Speaker 1: on the podcast icon in the upper right corner of 639 00:33:03,800 --> 00:33:07,200 Speaker 1: our homepage. The House stuff Works iPhone app has a ride. 640 00:33:07,360 --> 00:33:09,280 Speaker 1: Download it today on iTunes