[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:06.28,0:00:09.98,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:00:11.33,0:00:14.55,Default,,0000,0000,0000,,I would like to start our talk,
Dialogue: 0,0:00:14.55,0:00:16.36,Default,,0000,0000,0000,,our discussion,
Dialogue: 0,0:00:16.36,0:00:19.03,Default,,0000,0000,0000,,with the film based \Non Alberto Moravia's novel
Dialogue: 0,0:00:19.03,0:00:21.70,Default,,0000,0000,0000,,“Il conformista” 1951 / “Conformist”.
Dialogue: 0,0:00:21.70,0:00:24.36,Default,,0000,0000,0000,,Bernardo Bertolucci created\Na wonderful, touching,
Dialogue: 0,0:00:24.36,0:00:27.87,Default,,0000,0000,0000,,interesting story of the conflict,\Npersonal conflict
Dialogue: 0,0:00:27.87,0:00:31.68,Default,,0000,0000,0000,,between the main character\NMarcello Clerici and the state.
Dialogue: 0,0:00:31.68,0:00:34.17,Default,,0000,0000,0000,,As a result of this conflict,\Nthe main character
Dialogue: 0,0:00:34.17,0:00:36.94,Default,,0000,0000,0000,,lost his loved one.
Dialogue: 0,0:00:36.94,0:00:39.60,Default,,0000,0000,0000,,Many of us in this room
Dialogue: 0,0:00:39.60,0:00:44.77,Default,,0000,0000,0000,,are ready to confront the state,\Nthe opinion of others or the crowd.
Dialogue: 0,0:00:44.77,0:00:48.14,Default,,0000,0000,0000,,Actually, in our laboratory,\Nwe are trying
Dialogue: 0,0:00:48.14,0:00:52.92,Default,,0000,0000,0000,,to understand why we are strongly \Ninclined to be conformists,
Dialogue: 0,0:00:52.92,0:00:57.02,Default,,0000,0000,0000,,how much we can understand the hidden\Nthe cerebral mechanisms of conformism.
Dialogue: 0,0:00:57.02,0:00:58.58,Default,,0000,0000,0000,,While preparing our talk,
Dialogue: 0,0:00:58.58,0:01:03.18,Default,,0000,0000,0000,,I tried to find out where \Nmy interest in this subject stemmed from.
Dialogue: 0,0:01:03.18,0:01:05.85,Default,,0000,0000,0000,,I remembered a few interesting facts.
Dialogue: 0,0:01:05.85,0:01:07.84,Default,,0000,0000,0000,,I have made my dissertation
Dialogue: 0,0:01:07.84,0:01:09.98,Default,,0000,0000,0000,,under the supervision \Nof Natalia Behtereva --
Dialogue: 0,0:01:09.98,0:01:13.91,Default,,0000,0000,0000,,granddaughter of the great Russian\Nphysiologist and psychiatrist
Dialogue: 0,0:01:13.91,0:01:15.36,Default,,0000,0000,0000,,Vladimir Bekhterev.
Dialogue: 0,0:01:15.36,0:01:17.82,Default,,0000,0000,0000,,Vladimir Bekhterev’s interest\Nwas in social influence.
Dialogue: 0,0:01:17.82,0:01:19.42,Default,,0000,0000,0000,,If you look at this book
Dialogue: 0,0:01:19.42,0:01:25.65,Default,,0000,0000,0000,,“Suggestion and its role\Nin public life”,
Dialogue: 0,0:01:25.66,0:01:28.00,Default,,0000,0000,0000,,you will find a number \Nof very interesting chapters.
Dialogue: 0,0:01:28.00,0:01:30.90,Default,,0000,0000,0000,,For example, the chapter \Non clonic effects,
Dialogue: 0,0:01:30.90,0:01:33.79,Default,,0000,0000,0000,,epidemics of witchcraft and demonomania.
Dialogue: 0,0:01:33.79,0:01:36.69,Default,,0000,0000,0000,,Incredibly interesting stories
Dialogue: 0,0:01:36.69,0:01:40.80,Default,,0000,0000,0000,,about how epidemics\Nof religious ecstasies and convulsions
Dialogue: 0,0:01:40.80,0:01:43.69,Default,,0000,0000,0000,,spread with incredible speed\Nin groups of people.
Dialogue: 0,0:01:43.69,0:01:46.56,Default,,0000,0000,0000,,Actually, Behterev’s curiosity,
Dialogue: 0,0:01:46.56,0:01:50.20,Default,,0000,0000,0000,,went on to his granddaughter,\Nand then to me as her student.
Dialogue: 0,0:01:50.21,0:01:52.27,Default,,0000,0000,0000,,At that time I was studying brain
Dialogue: 0,0:01:52.27,0:01:54.99,Default,,0000,0000,0000,,and we absolutely did not\Nunderstand how we can study
Dialogue: 0,0:01:54.99,0:01:57.78,Default,,0000,0000,0000,,“Neurobiology of social influence”.
Dialogue: 0,0:01:58.52,0:01:59.80,Default,,0000,0000,0000,,Many of you are familiar
Dialogue: 0,0:01:59.80,0:02:02.31,Default,,0000,0000,0000,,with the excellent research\Nin social psychology.
Dialogue: 0,0:02:02.31,0:02:04.61,Default,,0000,0000,0000,,As a post-graduate student,\NI became increasingly interested
Dialogue: 0,0:02:04.61,0:02:06.20,Default,,0000,0000,0000,,in social psychology.
Dialogue: 0,0:02:06.20,0:02:08.84,Default,,0000,0000,0000,,With excitement, I read books\Nby social psychologists,
Dialogue: 0,0:02:08.84,0:02:11.34,Default,,0000,0000,0000,,the books of Cialdini, Zimbardo, Arnsen.
Dialogue: 0,0:02:11.34,0:02:14.01,Default,,0000,0000,0000,,I read all these\Nfantastic experiments which show
Dialogue: 0,0:02:14.01,0:02:16.00,Default,,0000,0000,0000,,how people are influencing us.
Dialogue: 0,0:02:16.00,0:02:18.60,Default,,0000,0000,0000,,I read and, frankly, realized that
Dialogue: 0,0:02:18.60,0:02:22.71,Default,,0000,0000,0000,,as a neuroscientist,\NI will never learn it, never...
Dialogue: 0,0:02:22.71,0:02:25.93,Default,,0000,0000,0000,,Many of you might remember\Nwonderful experiments of Solomon Asch.
Dialogue: 0,0:02:25.93,0:02:29.65,Default,,0000,0000,0000,,He asked his subjects\Nto do a very simple task.
Dialogue: 0,0:02:29.65,0:02:31.81,Default,,0000,0000,0000,,They saw on a screen
Dialogue: 0,0:02:31.81,0:02:33.77,Default,,0000,0000,0000,,three lines\N“А”, “В” and “С”.
Dialogue: 0,0:02:33.77,0:02:35.20,Default,,0000,0000,0000,,And the question was very simple:
Dialogue: 0,0:02:35.20,0:02:39.11,Default,,0000,0000,0000,,which of these lines\Nhas the same length as line “X”?
Dialogue: 0,0:02:39.11,0:02:40.84,Default,,0000,0000,0000,,The answer is obvious:
Dialogue: 0,0:02:40.84,0:02:42.71,Default,,0000,0000,0000,,line “B” is equal to line “X”.
Dialogue: 0,0:02:42.71,0:02:44.93,Default,,0000,0000,0000,,But imagine for a minute\Nthat in a room,
Dialogue: 0,0:02:44.93,0:02:46.99,Default,,0000,0000,0000,,there are 6 decoy subjects besides you
Dialogue: 0,0:02:46.99,0:02:49.15,Default,,0000,0000,0000,,and all of them are giving a wrong answer.
Dialogue: 0,0:02:49.15,0:02:52.27,Default,,0000,0000,0000,,Solomon Asch showed\Nthat in this situation,
Dialogue: 0,0:02:52.27,0:02:55.15,Default,,0000,0000,0000,,less than a third of people\Ngive the correct answer,
Dialogue: 0,0:02:55.15,0:02:57.94,Default,,0000,0000,0000,,the rest will show conformism,
Dialogue: 0,0:02:57.94,0:03:01.68,Default,,0000,0000,0000,,they'll give the wrong answer,\Njust not to be different from others.
Dialogue: 0,0:03:01.68,0:03:05.68,Default,,0000,0000,0000,,Social psychology through hundreds \Nof great experiments showed
Dialogue: 0,0:03:05.68,0:03:08.15,Default,,0000,0000,0000,,the power of the people around you,\Nthe power of the crowd.
Dialogue: 0,0:03:08.15,0:03:09.88,Default,,0000,0000,0000,,We are afraid to be different,
Dialogue: 0,0:03:09.88,0:03:11.90,Default,,0000,0000,0000,,we change our opinion\Nto follow the crowd.
Dialogue: 0,0:03:11.90,0:03:14.11,Default,,0000,0000,0000,,For example,\Nsocial psychology revealed that
Dialogue: 0,0:03:14.11,0:03:17.43,Default,,0000,0000,0000,,it is the behavior of others,\Nnot our own opinion,
Dialogue: 0,0:03:17.43,0:03:20.78,Default,,0000,0000,0000,,that determines the amount\Nof adultery, crime,
Dialogue: 0,0:03:20.78,0:03:24.81,Default,,0000,0000,0000,,amount of dishonest taxpayers.
Dialogue: 0,0:03:24.81,0:03:29.34,Default,,0000,0000,0000,,Social influence and the behavior\Nof others determine our behavior.
Dialogue: 0,0:03:29.34,0:03:33.06,Default,,0000,0000,0000,,But I was a neurophysiologist,\NI knew that
Dialogue: 0,0:03:33.06,0:03:36.28,Default,,0000,0000,0000,,I would never explore\Nall these interesting processes.
Dialogue: 0,0:03:36.28,0:03:40.23,Default,,0000,0000,0000,,In my academic career,\Nalong my academic path,
Dialogue: 0,0:03:40.23,0:03:42.81,Default,,0000,0000,0000,,the change happened very unexpectedly.
Dialogue: 0,0:03:42.81,0:03:45.26,Default,,0000,0000,0000,,I understood that I would have\Nno chance to study
Dialogue: 0,0:03:45.26,0:03:46.74,Default,,0000,0000,0000,,all the processes of social influence,
Dialogue: 0,0:03:46.74,0:03:48.31,Default,,0000,0000,0000,,when we realize with horror
Dialogue: 0,0:03:48.31,0:03:50.60,Default,,0000,0000,0000,,how our opinion differs from\Nthe opinion of the majority.
Dialogue: 0,0:03:50.60,0:03:52.88,Default,,0000,0000,0000,,But one day,
Dialogue: 0,0:03:52.88,0:03:56.56,Default,,0000,0000,0000,,when I was\Non an internship in Helsinki,
Dialogue: 0,0:03:56.56,0:03:58.68,Default,,0000,0000,0000,,in a university, I parked my car
Dialogue: 0,0:03:58.68,0:04:01.21,Default,,0000,0000,0000,,near this building.
Dialogue: 0,0:04:01.21,0:04:02.78,Default,,0000,0000,0000,,The building was created
Dialogue: 0,0:04:02.78,0:04:05.06,Default,,0000,0000,0000,,by a magnificent Scandinavian architect
Dialogue: 0,0:04:05.06,0:04:06.30,Default,,0000,0000,0000,,Alvar Aalto.
Dialogue: 0,0:04:06.30,0:04:09.21,Default,,0000,0000,0000,,I stopped my car\Nand leaned towards the radio receiver.
Dialogue: 0,0:04:09.21,0:04:11.95,Default,,0000,0000,0000,,Somebody was talking\Nabout a new science,
Dialogue: 0,0:04:11.95,0:04:13.67,Default,,0000,0000,0000,,about neuroeconomics.
Dialogue: 0,0:04:13.67,0:04:17.11,Default,,0000,0000,0000,,The new discipline appeared\Nat that very moment
Dialogue: 0,0:04:17.11,0:04:20.79,Default,,0000,0000,0000,,as economists and neuroscientists\Ndiscovered each other.
Dialogue: 0,0:04:20.79,0:04:22.58,Default,,0000,0000,0000,,It turned out that \Nfor hundreds of years,
Dialogue: 0,0:04:22.58,0:04:26.36,Default,,0000,0000,0000,,economists and neuroscientists \Nhad been studying the same thing.
Dialogue: 0,0:04:26.36,0:04:28.60,Default,,0000,0000,0000,,They studied decision-making process.
Dialogue: 0,0:04:28.60,0:04:32.15,Default,,0000,0000,0000,,The economists were interested\Nin exploring complex solutions:
Dialogue: 0,0:04:32.15,0:04:35.50,Default,,0000,0000,0000,,why we pay this amount of money\Nfor these goods and not a different one,
Dialogue: 0,0:04:35.50,0:04:38.36,Default,,0000,0000,0000,,why we invest money\Nor do not invest money,
Dialogue: 0,0:04:38.36,0:04:42.34,Default,,0000,0000,0000,,why we save money
Dialogue: 0,0:04:42.34,0:04:45.98,Default,,0000,0000,0000,,for pensions, or not.
Dialogue: 0,0:04:45.98,0:04:48.28,Default,,0000,0000,0000,,Biologists were interested\Nin simpler questions:
Dialogue: 0,0:04:48.28,0:04:50.57,Default,,0000,0000,0000,,why we pursue the fat rabbit,\Nor not
Dialogue: 0,0:04:50.57,0:04:54.63,Default,,0000,0000,0000,,or why we run away from a scary lion,\Nor not.
Dialogue: 0,0:04:54.63,0:04:59.13,Default,,0000,0000,0000,,In fact, for hundreds of years \Nthe two disciplines had been studying
Dialogue: 0,0:04:59.15,0:05:01.48,Default,,0000,0000,0000,,the same thing, the same question:
Dialogue: 0,0:05:01.48,0:05:03.09,Default,,0000,0000,0000,,how do we make decisions?
Dialogue: 0,0:05:03.09,0:05:05.51,Default,,0000,0000,0000,,And here the new discipline appeared:\Nneuroeconomics.
Dialogue: 0,0:05:05.51,0:05:07.96,Default,,0000,0000,0000,,This discipline tries to find out
Dialogue: 0,0:05:07.96,0:05:10.85,Default,,0000,0000,0000,,how our brain\Nis programming our decisions
Dialogue: 0,0:05:10.85,0:05:14.21,Default,,0000,0000,0000,,in various complex\Neconomic and social contexts.
Dialogue: 0,0:05:14.21,0:05:16.13,Default,,0000,0000,0000,,For me it was a turning point!
Dialogue: 0,0:05:16.13,0:05:18.44,Default,,0000,0000,0000,,We were able to formalize the hypothesis,
Dialogue: 0,0:05:18.44,0:05:21.74,Default,,0000,0000,0000,,the hypothesis of brain mechanisms\Nof conformism.
Dialogue: 0,0:05:21.74,0:05:24.73,Default,,0000,0000,0000,,For us, conformism --\Nor social influence --
Dialogue: 0,0:05:24.73,0:05:26.94,Default,,0000,0000,0000,,is a phenomenon of people nearby
Dialogue: 0,0:05:26.94,0:05:29.93,Default,,0000,0000,0000,,manipulating our brain,
Dialogue: 0,0:05:29.93,0:05:32.08,Default,,0000,0000,0000,,manipulating the activity\Nof certain brain areas
Dialogue: 0,0:05:32.08,0:05:33.93,Default,,0000,0000,0000,,involved in the decision-making process.
Dialogue: 0,0:05:33.93,0:05:36.62,Default,,0000,0000,0000,,Which areas of the brain\Nand which processes
Dialogue: 0,0:05:36.62,0:05:38.88,Default,,0000,0000,0000,,are exploited by people around us,
Dialogue: 0,0:05:38.88,0:05:42.07,Default,,0000,0000,0000,,forcing us to change our opinion?
Dialogue: 0,0:05:42.07,0:05:43.93,Default,,0000,0000,0000,,To answer this question,
Dialogue: 0,0:05:43.93,0:05:46.39,Default,,0000,0000,0000,,we can put our subjects in the scanner,
Dialogue: 0,0:05:46.39,0:05:48.49,Default,,0000,0000,0000,,try to influence their opinion
Dialogue: 0,0:05:48.49,0:05:50.53,Default,,0000,0000,0000,,and register that activity of the brain,
Dialogue: 0,0:05:50.53,0:05:52.64,Default,,0000,0000,0000,,which is connected\Nto social influence.
Dialogue: 0,0:05:52.64,0:05:55.13,Default,,0000,0000,0000,,But we need a hypothesis.
Dialogue: 0,0:05:55.13,0:05:56.94,Default,,0000,0000,0000,,In fact, we are interested
Dialogue: 0,0:05:56.94,0:05:58.94,Default,,0000,0000,0000,,in the following situation.
Dialogue: 0,0:05:58.94,0:06:00.83,Default,,0000,0000,0000,,This is a famous German photo,
Dialogue: 0,0:06:00.83,0:06:02.62,Default,,0000,0000,0000,,you see a man with crossed hands
Dialogue: 0,0:06:02.62,0:06:05.58,Default,,0000,0000,0000,,amidst the crowd giving the Nazi salute.
Dialogue: 0,0:06:05.58,0:06:06.97,Default,,0000,0000,0000,,Probably this person
Dialogue: 0,0:06:06.97,0:06:09.33,Default,,0000,0000,0000,,has a different opinion.
Dialogue: 0,0:06:09.33,0:06:12.23,Default,,0000,0000,0000,,What is going on\Nin this man's head?
Dialogue: 0,0:06:12.23,0:06:13.58,Default,,0000,0000,0000,,We hypothesized
Dialogue: 0,0:06:13.58,0:06:16.56,Default,,0000,0000,0000,,that our biology, our evolution
Dialogue: 0,0:06:16.56,0:06:18.10,Default,,0000,0000,0000,,designed the brain in such a way
Dialogue: 0,0:06:18.10,0:06:20.24,Default,,0000,0000,0000,,that the brain at this point tells him:
Dialogue: 0,0:06:20.24,0:06:21.91,Default,,0000,0000,0000,,“You're wrong!
Dialogue: 0,0:06:21.91,0:06:24.30,Default,,0000,0000,0000,,You should not be different\Nfrom others!”
Dialogue: 0,0:06:24.30,0:06:26.88,Default,,0000,0000,0000,,Indeed, it is dangerous\Nto differ from the people around.
Dialogue: 0,0:06:26.88,0:06:29.39,Default,,0000,0000,0000,,Let’s imagine\Nan FC “Spartak” Moscow t-shirt
Dialogue: 0,0:06:29.39,0:06:32.10,Default,,0000,0000,0000,,at the fan sector of Petrovsky stadium\N[home stadium of a rival team]
Dialogue: 0,0:06:32.10,0:06:35.54,Default,,0000,0000,0000,,in St. Petersburg.
Dialogue: 0,0:06:35.55,0:06:39.40,Default,,0000,0000,0000,,It can be very dangerous\Nto differ from others!
Dialogue: 0,0:06:39.40,0:06:40.60,Default,,0000,0000,0000,,Therefore we hypothesized
Dialogue: 0,0:06:40.60,0:06:43.05,Default,,0000,0000,0000,,that the brain signals us danger:
Dialogue: 0,0:06:43.05,0:06:44.55,Default,,0000,0000,0000,,“You are different, it is dangerous,
Dialogue: 0,0:06:44.55,0:06:47.85,Default,,0000,0000,0000,,change your opinion\Nto agree with the majority!”
Dialogue: 0,0:06:47.85,0:06:51.44,Default,,0000,0000,0000,,How to identify\Nthis signal of danger?
Dialogue: 0,0:06:51.44,0:06:53.87,Default,,0000,0000,0000,,Here we can refer
Dialogue: 0,0:06:53.87,0:06:56.27,Default,,0000,0000,0000,,to a formal representation\Nof this mechanism,
Dialogue: 0,0:06:56.27,0:07:00.27,Default,,0000,0000,0000,,formulated by a remarkable neuroeconomist,\Nmathematician Read Montague.
Dialogue: 0,0:07:00.27,0:07:02.86,Default,,0000,0000,0000,,He expressed this hypothesis\Nquite abstractly.
Dialogue: 0,0:07:02.86,0:07:06.04,Default,,0000,0000,0000,,Imagine that the brain\Nperceives the behavior of others --
Dialogue: 0,0:07:06.04,0:07:09.06,Default,,0000,0000,0000,,this is a green line,\Ngreen curve,
Dialogue: 0,0:07:09.06,0:07:11.78,Default,,0000,0000,0000,,this is how our brain\Nperceives the norm.
Dialogue: 0,0:07:11.78,0:07:13.36,Default,,0000,0000,0000,,The red line indicates
Dialogue: 0,0:07:13.36,0:07:15.87,Default,,0000,0000,0000,,how our brain perceives\Nour own behavior.
Dialogue: 0,0:07:15.87,0:07:17.69,Default,,0000,0000,0000,,This is an abstract curve.
Dialogue: 0,0:07:17.69,0:07:21.20,Default,,0000,0000,0000,,The difference between them\Nis a mathematical error.
Dialogue: 0,0:07:21.20,0:07:22.81,Default,,0000,0000,0000,,This mathematical error
Dialogue: 0,0:07:22.81,0:07:24.37,Default,,0000,0000,0000,,forces us to change our opinion
Dialogue: 0,0:07:24.37,0:07:26.10,Default,,0000,0000,0000,,to agree with the opinions\Nof people nearby.
Dialogue: 0,0:07:26.10,0:07:27.61,Default,,0000,0000,0000,,Many will say: “What a strange
Dialogue: 0,0:07:27.61,0:07:29.81,Default,,0000,0000,0000,,simplified mechanism,
Dialogue: 0,0:07:29.81,0:07:31.07,Default,,0000,0000,0000,,which is not clear enough.”
Dialogue: 0,0:07:31.07,0:07:33.34,Default,,0000,0000,0000,,Why do they say that\Nabout this mathematical error?
Dialogue: 0,0:07:33.34,0:07:34.78,Default,,0000,0000,0000,,It is because we then translate
Dialogue: 0,0:07:34.78,0:07:36.89,Default,,0000,0000,0000,,the whole problem of social influence
Dialogue: 0,0:07:36.89,0:07:39.31,Default,,0000,0000,0000,,into the language of neuroeconomics.
Dialogue: 0,0:07:39.31,0:07:41.86,Default,,0000,0000,0000,,For neuroeconomics, for biology,
Dialogue: 0,0:07:41.86,0:07:44.18,Default,,0000,0000,0000,,error is the key point.
Dialogue: 0,0:07:44.18,0:07:45.51,Default,,0000,0000,0000,,For neurobiology
Dialogue: 0,0:07:45.51,0:07:47.01,Default,,0000,0000,0000,,error -- or the awareness of error --
Dialogue: 0,0:07:47.01,0:07:48.59,Default,,0000,0000,0000,,is the moment when we change.
Dialogue: 0,0:07:48.59,0:07:50.94,Default,,0000,0000,0000,,If we do not realize it,
Dialogue: 0,0:07:50.94,0:07:53.96,Default,,0000,0000,0000,,and make a mistake,\Nwe learn almost nothing,
Dialogue: 0,0:07:53.96,0:07:57.05,Default,,0000,0000,0000,,we stick to the same opinion,\Nthe same behavior.
Dialogue: 0,0:07:57.05,0:07:59.55,Default,,0000,0000,0000,,If we are wrong and notice the mistake,
Dialogue: 0,0:07:59.55,0:08:01.86,Default,,0000,0000,0000,,we change, we learn.
Dialogue: 0,0:08:01.86,0:08:03.84,Default,,0000,0000,0000,,Therefore, we hypothesized\Nthat at the moment
Dialogue: 0,0:08:03.84,0:08:06.16,Default,,0000,0000,0000,,when our opinion differs\Nfrom the opinion of others,
Dialogue: 0,0:08:06.16,0:08:08.72,Default,,0000,0000,0000,,our brain screams: “You're wrong!”
Dialogue: 0,0:08:08.72,0:08:10.56,Default,,0000,0000,0000,,The brain signals us an error
Dialogue: 0,0:08:10.56,0:08:12.19,Default,,0000,0000,0000,,and this signal forces us
Dialogue: 0,0:08:12.22,0:08:15.68,Default,,0000,0000,0000,,to automatically change our opinion\Nto agree with the opinion of others.
Dialogue: 0,0:08:15.68,0:08:18.76,Default,,0000,0000,0000,,How to find this error signal\Nin a human brain?
Dialogue: 0,0:08:18.76,0:08:21.49,Default,,0000,0000,0000,,A huge body of neurobiological research
Dialogue: 0,0:08:21.49,0:08:23.44,Default,,0000,0000,0000,,shows that there is
Dialogue: 0,0:08:23.44,0:08:26.39,Default,,0000,0000,0000,,a distributed network in our brain
Dialogue: 0,0:08:26.39,0:08:28.56,Default,,0000,0000,0000,,which monitors our mistakes.
Dialogue: 0,0:08:28.56,0:08:30.51,Default,,0000,0000,0000,,It warns us about our mistakes and,
Dialogue: 0,0:08:30.51,0:08:32.20,Default,,0000,0000,0000,,first of all,\Nit is the cingulate cortex,
Dialogue: 0,0:08:32.20,0:08:35.16,Default,,0000,0000,0000,,marked here by a yellow circle.
Dialogue: 0,0:08:35.16,0:08:38.62,Default,,0000,0000,0000,,If you mentally cut our brain\Nlike apple, between the hemispheres,
Dialogue: 0,0:08:38.62,0:08:40.70,Default,,0000,0000,0000,,then the cingulate cortex\Nwill be located
Dialogue: 0,0:08:40.70,0:08:43.49,Default,,0000,0000,0000,,on the inner surface\Nof the cerebral hemispheres.
Dialogue: 0,0:08:43.49,0:08:46.25,Default,,0000,0000,0000,,This area signals us our mistakes,
Dialogue: 0,0:08:46.25,0:08:48.70,Default,,0000,0000,0000,,this area triggers internal changes.
Dialogue: 0,0:08:48.70,0:08:51.08,Default,,0000,0000,0000,,Therefore, if our hypothesis is correct,
Dialogue: 0,0:08:51.08,0:08:52.77,Default,,0000,0000,0000,,if for our brain
Dialogue: 0,0:08:52.77,0:08:55.33,Default,,0000,0000,0000,,differing from others is an error,
Dialogue: 0,0:08:55.33,0:08:57.21,Default,,0000,0000,0000,,we should detect this activity,
Dialogue: 0,0:08:57.21,0:09:00.46,Default,,0000,0000,0000,,when our opinion\Ndiffers from the opinion of others.
Dialogue: 0,0:09:00.46,0:09:03.40,Default,,0000,0000,0000,,We thought a lot about\Nhow to explore conformism,
Dialogue: 0,0:09:03.40,0:09:06.29,Default,,0000,0000,0000,,how to trigger conformism many times,\Nand at the same time
Dialogue: 0,0:09:06.29,0:09:08.40,Default,,0000,0000,0000,,not stress our subjects too much.
Dialogue: 0,0:09:08.40,0:09:10.33,Default,,0000,0000,0000,,At that time, I was working\Nin the Netherlands.
Dialogue: 0,0:09:10.36,0:09:11.95,Default,,0000,0000,0000,,My professor, Hyenas Fernandez\Nsuggested:
Dialogue: 0,0:09:11.98,0:09:13.36,Default,,0000,0000,0000,,“Let’s study conformism
Dialogue: 0,0:09:13.36,0:09:16.04,Default,,0000,0000,0000,,as a change of opinion\Nabout the attractiveness of faces.”
Dialogue: 0,0:09:16.04,0:09:18.84,Default,,0000,0000,0000,,I like this
Dialogue: 0,0:09:18.84,0:09:20.25,Default,,0000,0000,0000,,digital masterpiece,
Dialogue: 0,0:09:20.25,0:09:22.86,Default,,0000,0000,0000,,you see beautiful faces\Nof different races
Dialogue: 0,0:09:22.86,0:09:26.09,Default,,0000,0000,0000,,and carefully crafted\Ntransient versions.
Dialogue: 0,0:09:26.09,0:09:28.25,Default,,0000,0000,0000,,All these people are beautiful.
Dialogue: 0,0:09:28.25,0:09:30.92,Default,,0000,0000,0000,,Indeed, there is something\Nuniversal in beauty
Dialogue: 0,0:09:30.92,0:09:32.68,Default,,0000,0000,0000,,and psychology says\Nthat beauty is universal.
Dialogue: 0,0:09:32.68,0:09:35.03,Default,,0000,0000,0000,,But at the same time\Nthere is something special
Dialogue: 0,0:09:35.03,0:09:37.14,Default,,0000,0000,0000,,in the faces of people\Nof different cultures,
Dialogue: 0,0:09:37.14,0:09:39.25,Default,,0000,0000,0000,,that we do not fully understand.
Dialogue: 0,0:09:39.25,0:09:41.26,Default,,0000,0000,0000,,These faces are beautiful\Nfor a given culture,
Dialogue: 0,0:09:41.26,0:09:43.80,Default,,0000,0000,0000,,but we cannot grasp this beauty.
Dialogue: 0,0:09:43.80,0:09:46.73,Default,,0000,0000,0000,,We decided to study how our opinion
Dialogue: 0,0:09:46.73,0:09:49.31,Default,,0000,0000,0000,,changes
Dialogue: 0,0:09:49.31,0:09:51.35,Default,,0000,0000,0000,,under the influence\Nof the opinion of others.
Dialogue: 0,0:09:51.35,0:09:52.60,Default,,0000,0000,0000,,We created a very simple test.
Dialogue: 0,0:09:52.60,0:09:55.80,Default,,0000,0000,0000,,We put our subjects into a scanner\Nand asked them
Dialogue: 0,0:09:55.80,0:09:57.85,Default,,0000,0000,0000,,to assess the attractiveness\Nof people's faces.
Dialogue: 0,0:09:57.85,0:09:59.67,Default,,0000,0000,0000,,They saw a face on the screen
Dialogue: 0,0:09:59.67,0:10:01.72,Default,,0000,0000,0000,,and had to assess it
Dialogue: 0,0:10:01.72,0:10:03.07,Default,,0000,0000,0000,,from not attractive -- 1,
Dialogue: 0,0:10:03.07,0:10:05.90,Default,,0000,0000,0000,,to very attractive -- 8
Dialogue: 0,0:10:05.90,0:10:07.46,Default,,0000,0000,0000,,The subject evaluates the face,
Dialogue: 0,0:10:07.46,0:10:09.75,Default,,0000,0000,0000,,see their assessment on the screen,
Dialogue: 0,0:10:09.75,0:10:10.92,Default,,0000,0000,0000,,but every time they did so,
Dialogue: 0,0:10:10.92,0:10:14.16,Default,,0000,0000,0000,,every time they assessed the face,
Dialogue: 0,0:10:14.16,0:10:16.20,Default,,0000,0000,0000,,we presented them the opinion
Dialogue: 0,0:10:16.20,0:10:19.64,Default,,0000,0000,0000,,of more than one hundred students\Nfrom the same university.
Dialogue: 0,0:10:19.64,0:10:22.94,Default,,0000,0000,0000,,Sometimes this opinion differed\Nfrom the subject's opinion,
Dialogue: 0,0:10:22.94,0:10:24.40,Default,,0000,0000,0000,,sometimes it matched.
Dialogue: 0,0:10:24.40,0:10:26.19,Default,,0000,0000,0000,,We were interested in\Nwhat is happening at the moment,
Dialogue: 0,0:10:26.19,0:10:27.87,Default,,0000,0000,0000,,when our opinion differs
Dialogue: 0,0:10:27.87,0:10:29.87,Default,,0000,0000,0000,,from the opinion of others.
Dialogue: 0,0:10:29.87,0:10:31.47,Default,,0000,0000,0000,,Whether the cingulate cortex activates,
Dialogue: 0,0:10:31.47,0:10:34.22,Default,,0000,0000,0000,,whether it tells us about the error...
Dialogue: 0,0:10:34.22,0:10:36.18,Default,,0000,0000,0000,,Our research has shown that indeed,
Dialogue: 0,0:10:36.18,0:10:38.63,Default,,0000,0000,0000,,you see it in yellow,\Nthe cingulate cortex activates,
Dialogue: 0,0:10:38.63,0:10:40.99,Default,,0000,0000,0000,,as soon as our opinion differs\Nfrom the opinion of others.
Dialogue: 0,0:10:40.99,0:10:43.41,Default,,0000,0000,0000,,For our brain, the difference
Dialogue: 0,0:10:43.41,0:10:46.05,Default,,0000,0000,0000,,from others in our behavior, \Nin our opinion --
Dialogue: 0,0:10:46.05,0:10:47.88,Default,,0000,0000,0000,,is an error!
Dialogue: 0,0:10:47.88,0:10:50.97,Default,,0000,0000,0000,,How quickly does the brain\Ntell us about this error?
Dialogue: 0,0:10:50.97,0:10:52.26,Default,,0000,0000,0000,,To investigate this,
Dialogue: 0,0:10:52.26,0:10:53.74,Default,,0000,0000,0000,,we used a different method --
Dialogue: 0,0:10:53.74,0:10:55.71,Default,,0000,0000,0000,,magnetic encephalography.
Dialogue: 0,0:10:55.71,0:10:57.82,Default,,0000,0000,0000,,With this method,\Nwe can surround your head
Dialogue: 0,0:10:57.82,0:11:00.56,Default,,0000,0000,0000,,with lots of hypersensitive sensors
Dialogue: 0,0:11:00.56,0:11:02.23,Default,,0000,0000,0000,,which are able to catch a small signal
Dialogue: 0,0:11:02.23,0:11:04.34,Default,,0000,0000,0000,,produced by the cingulate cortex.
Dialogue: 0,0:11:04.34,0:11:06.08,Default,,0000,0000,0000,,And by using this method,
Dialogue: 0,0:11:06.08,0:11:08.60,Default,,0000,0000,0000,,we saw this peak of activity\N240 milliseconds later,
Dialogue: 0,0:11:08.60,0:11:11.06,Default,,0000,0000,0000,,a quarter of a second later
Dialogue: 0,0:11:11.06,0:11:14.74,Default,,0000,0000,0000,,our brain tells us:\N“You differ from others!
Dialogue: 0,0:11:14.74,0:11:16.50,Default,,0000,0000,0000,,Change your opinion!”
Dialogue: 0,0:11:16.50,0:11:19.16,Default,,0000,0000,0000,,If such a signal\Nreally exists in the brain,
Dialogue: 0,0:11:19.16,0:11:21.41,Default,,0000,0000,0000,,can we suppress it by modern methods?
Dialogue: 0,0:11:21.41,0:11:22.74,Default,,0000,0000,0000,,Yes, we can!
Dialogue: 0,0:11:22.74,0:11:26.23,Default,,0000,0000,0000,,We can use\Ntranscranial magnetic stimulation.
Dialogue: 0,0:11:26.23,0:11:28.59,Default,,0000,0000,0000,,Using a focused magnetic field,
Dialogue: 0,0:11:28.59,0:11:31.42,Default,,0000,0000,0000,,we can temporarily suppress,
Dialogue: 0,0:11:31.42,0:11:33.44,Default,,0000,0000,0000,,reduce the activity\Nof the cingulate cortex,
Dialogue: 0,0:11:33.44,0:11:35.82,Default,,0000,0000,0000,,which tells us about this error.
Dialogue: 0,0:11:35.82,0:11:38.92,Default,,0000,0000,0000,,We can expose our subject
Dialogue: 0,0:11:38.92,0:11:40.27,Default,,0000,0000,0000,,to a transcranial magnetic stimulation.
Dialogue: 0,0:11:40.27,0:11:43.11,Default,,0000,0000,0000,,For 20-30 minutes, their cingulate cortex
Dialogue: 0,0:11:43.11,0:11:46.07,Default,,0000,0000,0000,,will produce much fewer signals.
Dialogue: 0,0:11:46.07,0:11:48.50,Default,,0000,0000,0000,,We did this with our subjects,
Dialogue: 0,0:11:48.50,0:11:50.78,Default,,0000,0000,0000,,asked them to do the same task.
Dialogue: 0,0:11:50.78,0:11:52.94,Default,,0000,0000,0000,,The results show that our subjects
Dialogue: 0,0:11:52.94,0:11:55.71,Default,,0000,0000,0000,,change their opinion only half as much
Dialogue: 0,0:11:55.71,0:11:57.48,Default,,0000,0000,0000,,after their cingulate cortex
Dialogue: 0,0:11:57.48,0:11:59.70,Default,,0000,0000,0000,,was temporarily blocked
Dialogue: 0,0:11:59.70,0:12:01.69,Default,,0000,0000,0000,,with magnetic field.
Dialogue: 0,0:12:01.69,0:12:04.81,Default,,0000,0000,0000,,That is, the brain\Nautomatically informs us:
Dialogue: 0,0:12:04.81,0:12:07.05,Default,,0000,0000,0000,,“We differ from others.”
Dialogue: 0,0:12:07.05,0:12:10.60,Default,,0000,0000,0000,,This signal appears\Nin a quarter of a second.
Dialogue: 0,0:12:10.60,0:12:12.14,Default,,0000,0000,0000,,Modern methods allow us
Dialogue: 0,0:12:12.14,0:12:13.28,Default,,0000,0000,0000,,to suppress this signal
Dialogue: 0,0:12:13.28,0:12:15.02,Default,,0000,0000,0000,,and make people less conformists.
Dialogue: 0,0:12:15.02,0:12:17.73,Default,,0000,0000,0000,,My colleagues in various laboratories
Dialogue: 0,0:12:17.73,0:12:19.61,Default,,0000,0000,0000,,studied how the cingulate cortex responds
Dialogue: 0,0:12:19.61,0:12:21.63,Default,,0000,0000,0000,,to the opinion of the group of people\Nthat we love,
Dialogue: 0,0:12:21.63,0:12:24.06,Default,,0000,0000,0000,,and to the opinion of the group\Nthat we hate,
Dialogue: 0,0:12:24.06,0:12:27.43,Default,,0000,0000,0000,,how it reacts when our opinion differs\Nfrom the opinion of experts.
Dialogue: 0,0:12:27.43,0:12:28.63,Default,,0000,0000,0000,,My colleagues in Denmark
Dialogue: 0,0:12:28.63,0:12:30.58,Default,,0000,0000,0000,,used chemical substances
Dialogue: 0,0:12:30.58,0:12:32.31,Default,,0000,0000,0000,,that change a certain amount
Dialogue: 0,0:12:32.31,0:12:34.36,Default,,0000,0000,0000,,of neurotransmitters\Nin the cingulate cortex
Dialogue: 0,0:12:34.36,0:12:37.06,Default,,0000,0000,0000,,and temporarily made people\Nmore conformists.
Dialogue: 0,0:12:37.06,0:12:39.20,Default,,0000,0000,0000,,That is, we are increasingly aware
Dialogue: 0,0:12:39.20,0:12:41.74,Default,,0000,0000,0000,,of what happens\Nin the brain of a conformist.
Dialogue: 0,0:12:41.74,0:12:43.14,Default,,0000,0000,0000,,We all seem to be prone
Dialogue: 0,0:12:43.14,0:12:45.47,Default,,0000,0000,0000,,to automatically change our opinion
Dialogue: 0,0:12:45.47,0:12:49.15,Default,,0000,0000,0000,,to agree with the opinion of others.
Dialogue: 0,0:12:49.15,0:12:51.91,Default,,0000,0000,0000,,All this research has shown\Nthat for our brain,
Dialogue: 0,0:12:51.91,0:12:55.19,Default,,0000,0000,0000,,our difference from others is an error
Dialogue: 0,0:12:55.19,0:12:57.15,Default,,0000,0000,0000,,and it showed that the brain tends
Dialogue: 0,0:12:57.16,0:13:00.56,Default,,0000,0000,0000,,to automatically change our opinion\Nto agree with the opinion of others.
Dialogue: 0,0:13:00.56,0:13:03.44,Default,,0000,0000,0000,,Why did we become such conformists?
Dialogue: 0,0:13:03.45,0:13:05.59,Default,,0000,0000,0000,,Why are we inclined to conformism?
Dialogue: 0,0:13:05.59,0:13:08.23,Default,,0000,0000,0000,,We can cite here\Na few theories.
Dialogue: 0,0:13:08.23,0:13:11.47,Default,,0000,0000,0000,,One theory -- “wisdom of the crowds” --\Nsays that the crowd
Dialogue: 0,0:13:11.47,0:13:15.54,Default,,0000,0000,0000,,is a more accurate device\Nto evaluate the reality.
Dialogue: 0,0:13:15.55,0:13:17.12,Default,,0000,0000,0000,,There are many opinions in the crowd.
Dialogue: 0,0:13:17.12,0:13:19.30,Default,,0000,0000,0000,,It leads to the crowd more accurately
Dialogue: 0,0:13:19.30,0:13:22.39,Default,,0000,0000,0000,,assessing the situation,\Nevaluating information,
Dialogue: 0,0:13:22.39,0:13:24.12,Default,,0000,0000,0000,,so you should follow the crowd.
Dialogue: 0,0:13:24.12,0:13:26.14,Default,,0000,0000,0000,,Another theory is --\Nevolutionary theory --
Dialogue: 0,0:13:26.14,0:13:28.72,Default,,0000,0000,0000,,tells us about evolutionarily stable\Nstrategies of behavior.
Dialogue: 0,0:13:28.72,0:13:30.79,Default,,0000,0000,0000,,It says that for millions of years
Dialogue: 0,0:13:30.79,0:13:33.12,Default,,0000,0000,0000,,evolution has been testing us.
Dialogue: 0,0:13:33.12,0:13:36.81,Default,,0000,0000,0000,,All wrong decisions,\Nsuboptimal solutions,
Dialogue: 0,0:13:36.81,0:13:39.26,Default,,0000,0000,0000,,are immediately punished\Nby natural selection.
Dialogue: 0,0:13:39.26,0:13:42.03,Default,,0000,0000,0000,,We become somebody's food,\Nwe do not leave posterity,
Dialogue: 0,0:13:42.03,0:13:43.57,Default,,0000,0000,0000,,we die from hunger.
Dialogue: 0,0:13:43.57,0:13:46.52,Default,,0000,0000,0000,,Therefore, if a group, a flock,
Dialogue: 0,0:13:46.52,0:13:50.10,Default,,0000,0000,0000,,learns the same behavior,\Nthe same opinion...
Dialogue: 0,0:13:50.10,0:13:51.91,Default,,0000,0000,0000,,It can happen only
Dialogue: 0,0:13:51.91,0:13:55.14,Default,,0000,0000,0000,,if this opinion, this behavior,\Nis better than the alternative.
Dialogue: 0,0:13:55.14,0:13:57.95,Default,,0000,0000,0000,,Because the alternative was punished\Nfor millions of years.
Dialogue: 0,0:13:57.95,0:14:00.66,Default,,0000,0000,0000,,From the point of view of evolution,\Nwe must follow the flock.
Dialogue: 0,0:14:00.66,0:14:04.14,Default,,0000,0000,0000,,Their opinion is checked\Nby natural selection.
Dialogue: 0,0:14:04.14,0:14:07.50,Default,,0000,0000,0000,,But we are living\Nin a rapidly changing world,
Dialogue: 0,0:14:07.50,0:14:09.32,Default,,0000,0000,0000,,where the opinion of the majority
Dialogue: 0,0:14:09.32,0:14:11.33,Default,,0000,0000,0000,,may slow down progress, for example.
Dialogue: 0,0:14:11.33,0:14:16.29,Default,,0000,0000,0000,,The majority can suppress\Nthe creative minority opinion,
Dialogue: 0,0:14:16.29,0:14:18.02,Default,,0000,0000,0000,,it can suppress changes.
Dialogue: 0,0:14:18.02,0:14:19.34,Default,,0000,0000,0000,,Therefore we have to remember
Dialogue: 0,0:14:19.34,0:14:21.78,Default,,0000,0000,0000,,about this internal\Ntendency to conformism,
Dialogue: 0,0:14:21.78,0:14:25.49,Default,,0000,0000,0000,,we tend to change our opinion\Nto agree with the opinion of others.
Dialogue: 0,0:14:25.49,0:14:28.34,Default,,0000,0000,0000,,We should remember this when we see\Nthe number of likes on the Internet,
Dialogue: 0,0:14:28.34,0:14:30.66,Default,,0000,0000,0000,,when we read surveys,
Dialogue: 0,0:14:30.66,0:14:35.33,Default,,0000,0000,0000,,when we listen to TED talks.
Dialogue: 0,0:14:35.33,0:14:38.90,Default,,0000,0000,0000,,If we go back to the main question\Nof our conversation:
Dialogue: 0,0:14:38.90,0:14:41.71,Default,,0000,0000,0000,,what was going on\Nin the head of Marcello Clerici
Dialogue: 0,0:14:41.71,0:14:45.14,Default,,0000,0000,0000,,during his conflict with the state?
Dialogue: 0,0:14:45.14,0:14:48.43,Default,,0000,0000,0000,,Probably his brain signaled him
Dialogue: 0,0:14:48.43,0:14:50.64,Default,,0000,0000,0000,,about, possibly,\Nthe most important mistake:
Dialogue: 0,0:14:50.64,0:14:52.75,Default,,0000,0000,0000,,his opinion differs\Nfrom the opinion of the state,
Dialogue: 0,0:14:52.75,0:14:55.88,Default,,0000,0000,0000,,his opinion differs\Nfrom the opinion of others.
Dialogue: 0,0:14:55.88,0:14:59.56,Default,,0000,0000,0000,,And we should remember that.
Dialogue: 0,0:14:59.56,0:15:02.10,Default,,0000,0000,0000,,Perhaps not everyone in this room\Nwill be able to overcome...
Dialogue: 0,0:15:02.10,0:15:03.55,Default,,0000,0000,0000,,Because when we go
Dialogue: 0,0:15:03.55,0:15:07.26,Default,,0000,0000,0000,,against the state, against others,\Nagainst the opinion of the crowd,
Dialogue: 0,0:15:07.26,0:15:11.07,Default,,0000,0000,0000,,we go, in some sense,\Nagainst our own brain.
Dialogue: 0,0:15:11.07,0:15:12.66,Default,,0000,0000,0000,,Perhaps at this point, \NI should conclude my presentation.
Dialogue: 0,0:15:12.66,0:15:15.30,Default,,0000,0000,0000,,And finally,\NI want to thank all my colleagues,
Dialogue: 0,0:15:15.30,0:15:16.63,Default,,0000,0000,0000,,who helped me carry out
Dialogue: 0,0:15:16.63,0:15:18.06,Default,,0000,0000,0000,,all these quite difficult experiments
Dialogue: 0,0:15:18.06,0:15:19.65,Default,,0000,0000,0000,,and you for your patience and attention.
Dialogue: 0,0:15:19.65,0:15:21.42,Default,,0000,0000,0000,,Thank You!\N(Applause)