Brain Games 202: Power of Persuasion NATIONAL(#63382-02 / RT: 50:00 / DOM CTC) GEOGRAPHICProducer: R. Goldberg TELEVISION&FILMBrain Games 202: Power of Persuasion NATIONAL(#63382-02 / RT: 50:00 / DOM CTC) GEOGRAPHICProducer: R. Goldberg TELEVISION&FILM

USE THIS PAGE FOR NOTESUSE THIS PAGE FOR NOTESUSE THIS PAGE FOR NOTESStandards & Practices Notes: APPROVED BY S&P 4/17/2013Rating: TV- PG

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USE THIS PAGE FOR NOTESUSE THIS PAGE FOR NOTESUSE THIS PAGE FOR NOTESTRANSCRIBERs NOTE: Every post transcript is carefully proofed. However, NG Research should conduct a final review to verify overall content and make corrections as necessary. Particular attention should be paid to all spellings, technical references, jargon, character identification, dialogue, capitalizations and formatting needs in keeping with NG style. Specific flags, if any, are noted below. For questions, feel free to contact keystrokegurus@verizon.net Thank you, Robin

BELOW IS A LIST OF NAMES AND REFERENCES AS THEY APPEAR IN THIS POST TRANSCRIPT:

Jason Silva, Host / Jay Painter / Ducks and Rabbits / Josh Ackerman MIT Persuasion Specialist / Priming / Expert Fallacy / Apollo Robbins Deception Specialist / Box Trick / Expert Fallacy / National Geographic News Experiment / Bulgarian Perception Specialist Alex Todorov of Princeton University / Trustworthy Photo Experiment / Stephanie and Stacy (twins) Interview / Nobel Prize Winning Economist Daniel Kahneman / Rico / Fred / Kevin / Dan / Primacy Effect / Milk Experiment FYI: This PT was transcribed from a CTC file named BG 202 Power of Persuasion INTL SMLS CTC wBITC.mov.

01:00:00:23Animated picture of clouds, trees and sign that says Shoot 10 ducks Win a prizeVO: Stop. Pay attention. Watch the image on your screen you have five seconds to count the number of ducks you see.

Gun shooting ducksVO: Ready? Go!

01:00:15:21

Score drops down and counts to 10

Brain freeze sound, blurred out screenVO: If you counted ten ducks, youve got a sharp eye!But did you see the 10 rabbits?

Scene falls away one piece at a timeVO: We just persuaded you to miss them, and if you stick around, youll see how we did it.

01:00:29:04Busy street activities, spinning model of human, brain network, moving fast through tunnel, breaking crates

Brain model and brain network

Two photos being held up, two women by x-ray boardFemale puts hands to her head

Elevator doors open and twin females walk outVO: This is a show about your brain and persuasion. In the next half hour, were going to mess with your mind. Were gonna twist youJason: What were you thinking?VO: Surprise youParticipant: Thats amazing.VO: Convince you of things that just arent trueJay painter: The first human clone.Participant: I cannot believe this!VO: Get ready to be persuaded on Brain Games.

Rubiks cube mobile(Music up)

TITLE:

BRAIN GAMES

01:01:05:12CU eye, CU lips in fast motion, CU ear, talking with hands, male and female on beach

Bathing suit model, female looking through magazine, man watching TV, chocolate syrup being poured over marshmallows, female dancing, male at podiumVO:

Persuasion is one of the most powerful tools your brain uses to get what you want. But its also a tool used by advertisers, marketers and politicians every day to persuade you to do what they want.

01:01:23:16Jason sitting in front of MJ advertisementJason: Theres a method to all this madness.For the next half hour, were gonna show you the science behind the power of persuasion.

LOWER THIRD:JASON SILVA

HOST

01:01:31:12Jason in front of Converse storeWoman in mall compliments Jason

Jason walking and talkingJason: Your brain makes literally thousands of decisions per minute. Woman: Nice pants dude. Jason: Many beneath your conscious thought. Persuasion through marketing in media is a 500 billion dollar a year industry. Scientists and marketers know that if they can tap into your unconscious channels, they have a much better chance of selling you their product. So in a sense, theyre not really marketing to you, theyre marketing to your brain. If you dont believe me, I bet we can persuade you otherwise.

LOWER THIRD:PAY ATTENTION

GAME #1

01:01:59:04Animated picture with trees and clouds and hillsGun shooting rabbitsVO: Remember when we asked you to count ducks? Lets try this one again, only this time, youre counting rabbits. VO: Ready? Go.

01:02:14:22VO: Did you count all 10 rabbits this time? Or did you still see ducks?

VO: In fact, each animal could be seen as either one.VO: We just used one of the simplest persuasion techniques around. Here to explain is MIT Persuasion Specialist Josh Ackerman.

LOWER THIRD:JOSHUA ACKERMAN

MIT

01:02:33:14Josh on-screen with Rubiks cubes in background

PrimingAckerman: We were able to get you to see what we wanted you to see through a phenomenon called priming. Think of primes as subtle cues that influence your attitudes, your responses, often without you even noticing.

01:02:44:29Hey You book cuts to brain networkVO:

Priming is a way to bypass your brains conscious decision making process to work directly on your subconscious.

Brain modelAckerman: In other words, we say duck, you see duck.

LOWER THIRD:PAY ATTENTION

GAME #2

01:02:57:20Image of face in maskOutline of mans features

Single face becomes two kissing faces

Side-by-side images of face(s) in maskVO: Take a look at this image; lets prime you one more time. Do you see the mans face in the mask? If you still dont see it, here it is.Okay, lets take another look this is the exact same image as before, but this time do you see the kissing couple?(longish pause)If you do, we just successfully primed you. By telling you that there are two kissing faces here, we made your brain see this instead of the single face.First we told you to look for a face and you saw a face. Then we told you about the kissing couple and one face became two. Thats Priming.

01:03:39:06Rubiks cube floats across screen, Click in, red keyboard, various advertisementsVO: Priming is such a powerful, persuasive tool because your brain is always looking for shortcuts

Jason on camera

Jason: Deciding quickly means your brain can conserve energy for important things like looking out for the next decision to make.

01:03:51:26Brain model spinning aroundHighlighted section of brain model, Prefrontal Cortex, brain networkFemale smelling perfume, cows in field mooingVO:

Heres how these shortcuts works on your brain. This region, called your prefrontal cortex- is responsible for much of your conscious thinking.Priming reduces activity in this area, and instead, targets the regions of your brain that are responsible for your subconscious decision making.

And suddenly, youre being herded by someone elses ideas

01:04:16:18Ackerman on camera, Rubiks cubes in background, various sunglasses on display, hand counting cash in cash registerAckerman: In a way, your brain is giving up conscious control over the decisions that you make. Advertisers and marketers know this.

01:04:25:09Woman looking at shoes, Clearance sign, various advertisements

Person carrying shopping bags onto escalator, Featured Special sign, food in grocery storeShoppers in fast forward

VO:

Marketers know that every detail of their message impacts your brain-They know the color red can drive you to act and make you hungry,That rhyming words and bold fonts increase the chances youll believe a simple statement. And that just by writing something like limit 8 per customer they raise the probability youll buy more of their product. Everything they do is steering you toward the decision they want you to makeso even when you think youre in controlYoure not.

Scenes inside Rubiks cube

01:04:57:06Crates sitting in floorVO: So how much control do you have over your decisions? In this next experiment, Deception Specialist Apollo Robbins has put that question to the test.

LOWER THIRD:APOLLO ROBBINS

DECEPTION SPECIALIST

LOWER THIRD:PAY ATTENTION

GAME #3

01:05:07:29Apollo on cameraCrates in circle around ApolloApollo: Lets play a game. In one of these boxes, weve hidden Jason Silva, the host of Brain Games. And your job is to find him.

Jason inside crate, Apollo on cameraApollo: Its a simple game, really. All you have to do is pick your lucky number- anywhere from three to twelve. But dont tell me- got it?

01:05:28:16Star on crate, arrow showing direction, numbers on boxes 112Apollo: Start with this first box over here. I want you to move that many times. So for example, if your lucky number was six, youd move six times clockwise into the circle. For example, one, two, three, four, five, six and so on. Try that now.

01:05:53:27Men breaking crates with sledge hammersApollo: Got it? Good. So you should be on one box. And thats good because I want to show you what happens to the boxes that you didnt choose. In this case, were going to eliminate three of them. GentlemenTake out these three.

01:06:15:15Apollo on camera, arrow showing directionApollo: Right now, you should be on a box that you chose with your lucky number. I want you to go backwards the other direction the exact same number of times. For example, if your number was seven- you would move seven times backwards the other way. Do that now.

Man breaks crate 11Apollo: Got it? If youre on a box, I want you to stay there. And I promise, I dont have any cameras in your house but I bet that youre not on this box.

01:06:51:01Breaking crate 6Apollo: And neither is Jason. And I also bet- youre not in this box.

01:06:59:15Arrows pointing clockwise and counterclockwiseApollo: I am going to give you one more choice and the responsibility is all on you. I want you to move four more times in either direction. Either clockwise or counter clockwise. For example, if you picked this boxI want you to move one, two, three, four and skip over the smashed boxes.

Smashing box 4Apollo: Now thats your final decision. Stay there And I dont think youre in this box

01:07:31:04Boxes being smashedApollo: Or this one. Or this one. Or this one.

Box 3, 8 and 1 get smashedApollo: I believe we can also let this box go and this oneand this one.

01:07:52:24Box 12 and 5 leftApollo: Youve done a great job so far. And hopefully youre still in the game. Theres only two left. But we have to eliminate one more.

01:07:59:05Box 12 gets smashedApollo: And I think thats going to bethats going to be this one.

01:08:11:10Apollo knocks on boxApollo: Jason, you in there?Jason: Yes!Apollo: Good job.

Jason comes out of box

Jason and Apollo shake handsJason: Tell me again why I signed up for this? Apollo: Awesome job man. Jason: Oh my God, that was terrifying. Apollo:

Its alright.

01:08:27:18Jason: You did a good job. Apollo: No, it wasnt me. It was them. They made all the choices. Jason: Thank you!Apollo: But I had a feeling youd make the right ones.

(Music up)

01:08:41:28Aerial view of smashed boxesVO:

Amazing, right? So how did you choose the box I was in?

VO: Turns out, it was just the illusion of choice

01:08:50:10Jason on camera, Apollo at blackboard in backgroundJason: Apollo used a mathematical formula so no matter which number you picked, you always landed exactly where he wanted, even though you thought you were in the drivers seat. As for the exact formula? Well come on, you know a magician never reveals his secrets.

Rubiks cube floats across screen

01:09:06:04Fast forwarding through grocery aisles

VO:

Marketers use formulas and techniques like this to manipulate your brains most basic biology, persuading you to make decisions about their product or message beneath your conscious awareness-

01:09:18:01Apollo in top frame with boxes, mask with face in bottom half, duck and rabbit in animated picture

Fast forwarding through mall, people walking on street, man directing traffic, wine being poured into glass, cars on road

Woman kisses mans neck, Crime scene tape, man with tie standing by computer, two women in medical clothesVO:

These decisions happen so quickly your brain often doesnt stop to ask: is that duck really a duck?**** BREAK ONE ****Your mind isnt just taking shortcuts when it comes to advertising- its constantly analyzing visual cues to help you make quick choices about where to eat, the best route to take home, and who to trust.And when it comes to trust your brain takes a surprising amount of shortcuts, sometimes based only on what someones wearing.

Expert Fallacy

01:09:49:00Man pointing to whiteboardVO:

Its called the Expert Fallacy and we all fall victim to it every day.Dont think you get manipulated that way?

Rubiks cube floats across screen

LOWER THIRD:JAY PAINTER

COMEDIAN

01:09:58:11Jay putting on tie, man with camera, cut to feet walking in mall

People on escalatorVO:

Were about to put the expert fallacy to the test. Comedian Jay Painter is posing as a reportercomplete with suit, microphone and camera.We want to see if those cues are powerful enough to make folks believe some absurd news stories that hes made up.Think you wouldnt fall for it? Lets watch.

01:10:17:09Jay and cameraman stop shopper

Jay and man shake hands

Jay: Excuse me, sir?Man: Yes. Jay: Hi, Im Jay Painter, National Geographic News Network. I was just wondering if I could ask you a quick question. Man: Absolutely. Jay: Sir, as Im sure youve heard this morning, Texas has announced that they are seceding from the United States. Man: Is that correct?Jay: Yes. Jay:Uh, can I just get your reaction on this?

Man: Im very disappointed. Jay:Yes, yeah, youre very disappointed.

Man:Yes, I am.

Jay:Tell me more about that. Why is that?

Man:Well, first of all, I mean, how long have they been part of the United States?

Jay:Yeah, right. I believe that they are, in fact, one of the 13 original colonies.

Man:Okay.

Jay:Yes.

01:10:54:07News questions continueJay:This morning Texas announced that they are seceding from the United States.

Man:It seems troubling. It doesnt seem like this is the time to be doing something like that. So

Jay:Very good point, sir.

Jay:I just wanted to get your reaction on this breaking news.

Woman:Im okay with it.

01:11:11:07News questions continuedJay:I believe Alaska has already announced that they might possibly be doing it as well.

Man:Right.

Jay:Obviously.

Man:Its starting a domino effect.

Jay:Very good point sir.

01:11:19:24Man:Actually as a Texan myself, Im kind offirst thing is Im kinda calling family about that. Most of my family lives there.

Jay:Perhaps why you havent heard anything about it is the first thing the U.S. government did was cut off all communication with people in Texas, which is probably why no one has contacted you. You havent talked to any family today?

Man:No, I havent.

Jay:Would you mind calling right now to see if you can get through?

Man:Sure.

01:11:47:03VO:

Lets see if we can push this a little further. Will people believe anything?

01:11:51:12News questions continued

Jay: Scientists in Sweden today announced the first human clone. What do you feel about the moral implications of this sir? Man #2: Uh. Um, I did not know that. Uh.

01:12:03:11Jay:Congress is now allowed to double the amount of bribes they take each year from $5,000 to $10,000.

Man:Against it.

01:12:11:23Jay asks woman question

Woman puts hands on head in disbeliefJay: Excuse me? Are you aware of the bill making its way through congress that will limit the number of children that people under a certain income may have?Woman #1: Oh wow. Jay: Exactly.Woman #1: This is a real law? Jay: Yes.Woman #1: I cannot believe this!Jay: No...its a real law. Woman: Wow.

01:12:28:19Jay:One more news story about something that also might not be a good use of your tax dollars. Zombie research has just been announced.

Man:When did this come about?

Jay:Down in Florida the guy was eating the peoples faces.

Man:Yes, yes.

Jay:More and more of these are happening. So the government is actually funding zombie research.

Man:I really feel that were going in the wrong direction. To continue on this path

Jay:Well, actually, sir, in the last two weeks, there has been three or four so-called zombie attacks, two right here in New Jersey.

Man:Is that correct?

Jay:Yes.

Man:I guess the government has to pursue their interest.

01:13:05:14Fast forward through each scenario, B&WMan directing traffic, crowd walking, people clapping

Brain model, brain network

VO: Sure its funny but whats going on here?Your default setting is trust. You go along with the person in authorityYou go along with what everyone else is doing Because thats the way evolution has conditioned us for generations. Going along with the tribe often upped your odds of survival. And so your brain takes yet another shortcut deciding to trust someone with very little evidence about who they really are, or what they actually do.

01:13:33:11Jay: Well sir, one more thing.Man #1: Yes.Jay: Im not actually a real news reporter. This is the TV show Brain Games.

01:13:40:20Jay talking with man Jay: We just made up those news stories right now to test if people will believe anything anybody in a suit with a camera tells you. Jay: How do you feel about that?

01:13:49:00Woman laughing

Man covers his face with handWoman #2:

Yeah, that was good.

Jay: Did you believe me?Woman #2:A little bitactually, I kinda did. Jay: Yeah.

01:13:55:18Jay and man shake handsMan #1: I had my doubts but then again because he wore a suit and a tie, and the cameras and so forthI did believe him.

01:14:02:08Woman #2: I think if he would have come up dressed up in a t-shirt, I dont think I would have believed him as much. But someone in a suit seems like theyd be more persuasive.

Cameraman and Jay do high fiveMan #2: He looked pretty serious with the camera and the suit and the microphone- he was pretty persuasive.

Rubiks cube on screen

01:14:14:03Montage of people in business attireBrain network, brain model, cameraman and Jay, fast forward traffic on highway blending with buildings and lights

CU eyes, CU faceVO: When you fall for the expert fallacy, its not because youre dumb or nave. Before you even start to consider how wacky the information is. Your brain has already taken a shortcut trying to streamline its workload once again. But its not just a microphone and camera that can persuade your brain to take a shortcut - and buy into a persons message. Theres even such a thing as a persuasive faceWanna see what we mean?

01:14:40:20Jason on cameraJason: In this next experiment, were going to show you the faces of different candidates from various local elections. Weve paired up some of the winners with some of the losers. Something tells me somehow youre gonna be able to pick the winner, just by looking at them.

LOWER THIRD:PAY ATTENTION

GAME #4

01:14:54:02Two photos on screen, male and femaleVO: Ready? See if you can tell which of these candidates won their elections.

01:15:01:00Green check mark on mans photoVO: Got it? Now heres the real result.

Two photos on screen, male and femaleVO: Now, how about these two?

Check mark on females photoVO: Heres the winner

01:15:14:20Two photos of men on screenVO: What about these two?

Check mark on mans photo on rightVO: And the winner is.

01:15:21:17Three photos on screen, two males and a femaleVO: So how did you do? Did you pick most of the winners? The majority of the people we surveyed did.

Jason on camera, zooming in on photosJason: So how did you pick those winners? How could you know based on nothing more than seeing their faces for just a few seconds?

01:15:34:14Todorov holding up two photosJason: Bulgarian Perception Specialist Alex Todorov of Princeton University found the answer in a groundbreaking 2007 experiment.

LOWER THIRD:alex todorov

princeton university

01:15:43:10Alex on camera, Rubiks cubes in backgroundTodorov: A very rapid glance is sufficient to predict about 70% of the election outcomes.

70%Flipping through photosVO: 70 percent of the time, we can predict the winners of elections, based on their faces alone.Pretty incredible but what is it about these winners that persuaded your brain to vote for them? Its not just the clothes, the background or even the smile. The answer has to do with two specific qualities you saw in their facial structure.

01:16:11:20Alex on camera, Rubiks cubes in background, CU Alex faceTodorov: In our studies we found that candidates who look more competent and more trustworthy were more likely to be elected in office.

01:16:19:08Peoples faces side-by-side, CU eye

Face 1, 2 and 3Face 1 VO: Competence and trustworthiness. You may find it hard to believe your brain can make such complex social assessments based on a face alone. But it can. Give it a shot. Which one of these faces looks the most trustworthy?This one? Or this one? What about this one?Made your choice?If you chose face one, youre with 85% of the people we surveyed.

01:16:4800106CU faces, flipping through faces, Jason on cameraVO: Although our judgments of someone elses character arent necessarily accurate, they happen in the blink of an eye.Todorovs study revealed your brain can literally decide if it trusts someone within a tenth of a second of seeing his or her face.

Feminine face changing to more masculine faceTodorov: As the face becomes more feminine, it becomes more trustworthy. It also becomes looking much happier. As it becomes more masculine, it becomes less trustworthy.

01:17:14:29CU eyes, mouth, Jason walking with photos in mallVO: Wanna see how your brains snap judgments about trustworthiness play out in the real world?Im taking a few more of these photos to a New Jersey mall to see if volunteers can call elections based only on some photos.

Jason holds up two photosJason: Who do you think looks more trustworthy?

01:17:32:06Two photos side-by-sideVO: Which ones your choice? Lets see what some of these folks say.

Green check on photoGuy: I would have to go with this guy. Participant: Im going to go with him. Jason: Vote for me, vote for me. Participant: I have to go with the one on the right. Woman: Im just going by my gut.Participant: Hes got a nicer face. Participant: He looks more comfortable. He looks approachable. Jason: As it turns out, he beat this guy in a local election.Participant: First impressions.

01:17:57:17Jason talking with participantsJason: Your impression was the same as the majority voter. You didnt know anything about their policies, you didnt know what they were running on and yet you basically knew who the winner was. Participant: Thats really interesting. Jason: Right?

01:18:07:23VO: Amazingly, time and again these people chose the actual winners based just on their looks.

Jason: We like to think we make informed decisions when it comes to politics.But at a subtle level, were all being persuaded by first impressionswhether or not we even realize it

Rubiks cube floats across screen, animated picture with rabbit and gun

01:18:25:08Man shopping, crate being smashed, females photo with green check mark

VO: As you've seen, it doesn't take much to influence your brainthe smallest, subtle factors will nudge it in one direction or the other

Jason on camera, hand on keyboard, man dialing phone, staplerJason: Wouldnt it be great to take control of the powers of persuasion and use them to your advantage? Were gonna show you how to use a little secret that advertisers have been using on you for decades.

01:18:44:18Stacy shakes hands with interviewerVO: And it might just help you get your next job.Stacy: Im Stacy.Interviewer 1: Thanks for coming in Stacy. Have a seat.

01:18:51:25Smashing crates, faces, photos, animated picture rabbit and duck

CU womans faceVO: So far weve seen what happens when your brain is on the receiving end of persuasion techniques.But wouldnt it be great if you could take control and do the persuading yourself?

Jason on cameraVO: For instance, wouldnt you like to know how to be more persuasive, lets say at getting a date or applying for a job? Well were about to recreate an experiment described by Nobel Prize Winning Economist Daniel Kahneman in his fascinating book Thinking Fast and Slow.

01:19:17:02Men sitting at desk moving papers aroundVO: Weve asked a few volunteers to play boss for the day and interview two candidates for the same job.Play along with our boss and decide which candidate you would hire.

01:19:27:07Hand writing on notebook

VO:Listen carefully; the interviews will go by quickly. Here comes candidate number one.

LOWER THIRD:PAY ATTENTION

GAME #6

01:19:34:06Stephanie shakes hands with Rico

Stephanie sitsRico: Hi. Stephanie: Hello, Im Stephanie. Rico: Stephanie. Rico, pleasure to meet you. Have a seat. Great.Rico: So how did you hear about the company?

Stephanie: Through my school.Rico: Okay.

Rico: So tell me a little bit about yourself.Stephanie: Im serious, hardworking and creative. Im also moody, nit-picky and brutally honest.

01:19:57:01Stephanie walks out of officeVO: Okay, thats candidate number onewhat do you think? Okay, now get ready for candidate number two.

01:20:06:19Stacy and Rico shake handsCandidate #2: Hi. Rico: Hi. Candidate #2: Im Stacy.

01:20:11:00Twins walking out of elevatorVO: So heres the key to the experiment: Were using identical twins--with identical resumes-- which eliminates all the variables except the candidates own words.

VO: Listen closely to candidate #2 youre gonna have to decide soon which one to hire.

01:20:28:11Rico: Tell me a little bit about yourselfStephanie: Im brutally honest, nit-picky and moody but Im also creative, hardworking and serious.

Fast forward through interviewsVO: Got it? Lets listen to the most important information one more time so you can make your decision.

1, 2 side-by-side of both interviewees

One:

Im serious, hardworking and creative. Im also moody, nit-picky and brutally honest.

1, 2 side-by-side of both interviewees

Two:

Im brutally honest, nit-picky and moody but Im also creative, hardworking and serious.

01:21:05:28Interviewees B&W, each becomes color, Made your decision?VO:

So which one would you hire? One or two?Lets see who the interviewer picks

Rico sitting at desk

Rico:

I would be more prone to go with the first candidate. Rico:

The first one, my brainit lit up.Rico:

The second one had more like a negative vibe.

01:21:26:121, 2 side-by-side of both interviewees

Number one highlighted, bell dings, montage of males at deskVO:

So, was number one your choice? In fact, 80 percent of the people we ran this experiment on hired applicant #1.

Various interviewers talking about decisionInterviewer:

I think I would go with Stephanie, which would be the first girl that I saw. Fred:

The first candidate.Kevin:

The first candidate.Dan:

Id pick the first one.Fred:

She seemed to have a more positive outlook.

01:21:47:19VO:

And theres a reason why.

LOWER THIRD:JOSH ACKERMAN

MIT

01:21:49:18Ackerman on camera, Primacy Effect

Ackerman:

In this case, the first information you hear stands out and your brain uses that to color all later information. This is known as the Primacy Effect.

1, 2 side-by-side of both intervieweesVO:

You probably noticedthe girls are using the exact same words. Only the order is different.One:

Serious, hardworking, creative, moody, nit-picky, brutally honest. Two:

Brutally honest, nit-picky, moody, creative, hardworking, serious.

01:22:12:15VO:

And that order makes all the difference

01:22:15:15Twins walking in side-by-side shotSERIOUS BRUTALLY HONESTHARDWORKING NITPICKYCREATIVE MOODYMOODY CREATIVENITPICKY HARDWORKINGBRUTALLY HONEST SERIOUSSERIOUS BRUTALLY HONEST

HARDWORKING NITPICKY

CREATIVE MOODYMOODY CREATIVENITPICKY HARDWORKINGBRUTALLY HONEST SERIOUS

VO:

Everybody knows you want to start with your best foot forward But whats amazing is whyIn situations like these, your brain actually starts to shut down after the first word or two in an effort to take a shortcut, it quickly decides yes or no, and doesnt pay much attention to the rest of the information.

01:22:33:24Interview scenariosVO:

In test after test, the vast majority of people chose the applicant who started with positive words.

Dan sitting behind desk, twins walk out of elevatorDan:

Thats amazing that if you just change the order of adjectives, it can completely change the impression that person makes on you.

01:22:46:15Jay and cameraman, duck and rabbit animated picture, montage of various sales techniquesVO:

From Primacy to the Expert Fallacy To Priming, salesmen, advertisers, and politicians have been refining their techniques of persuasion for decades.

Rubiks cube, cut to Apollo

LOWER THIRD:APOLLO ROBBINS

DECEPTION SPECIALIST

01:22:57:00Apollo on cameraPAY ATTENTION

GAME #7Three glasses, juice, milk and waterApollo:

Now that youve learned how some of the techniques of persuasion work, you might be better at spotting the methods. For example, try to finish my sentence.Apollo:

Im thirsty, Id like a nice cold glass of _____So what beverage comes most quickly to mind juice, milk, or water?

01:23:19:16Glass of milkVO:

If milk was your answer.Theres a reason

Apollo holding glass of milk, Apollo in rewind, blackboardApollo: ------ it might be because we hid milk throughout the episode.

01:23:28:18Rewinding through scenarios

Milk sign, twins rewinding into elevator, Milk Drink it Up sign

Glass of milk on desk, Milk Jeans ad

Milk picture on wall, cows rewinding in fieldVO:

If you were thinking milkIt may be because we put the thought therefor youAgain and againJust a little bit of very powerful persuasion.

01:23:49:20Apollo pours glass of milk into hat

Apollo spins hat and puts hat on his headApollo:

So is this your choiceOr is it just an illusion?

01:24:00:09Jay approaches with news questions, Jay is wearing t-shirtVO:

Oh, and if you were wondering if people took Jay Painters news stories seriously without the suit, camera and microphone, check this out.

01:24:08:00Jay asking various shoppers news questions, Jay is wearing t-shirtJay Painter:

Can I ask you a question real quick?

Man:Okay.

Jay Painter:

Today Texas announced that they are breaking away from the United States, seceding from the United States. I just wanted to hear what your feelings were about that?

Man:First time I heard about it just now.

Jay:Yeah, really. Its been all over the news. You havent heard it?

Man:Youre lying, right?

Jay:No, its all over the news. Havent you heard this?

01:24:29:14Questioning continues with shoppersMan:Havent heard about that.

Jay:Yeah. Look at the news.

Man:Really?

Jay:Yes.

Man:I watch the news every night man and I havent heard that.

01:24:35:08Female:

I really dont have time for this.

Man:Well, who are you anyway?

Female:

This is a joke.

Man:Thats not ever going to happen. Man, Im sorry, man.

01:24:44:09CREDITS

01:24:59:15to black

BG202-Power of Persuasion-SMLS-#63382-02 Transcribed on 02/01/13 Transcribed by Keystroke Gurus Page 1 of 43BG202-Power of Persuasion-SMLS-#63382-02 Transcribed on 02/01/13 Transcribed by Keystroke Gurus Page 26 of 43