What happens in your brain when you taste food | Camilla Arndal Andersen

151,440 views ใƒป 2019-10-29

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ูŠุฑุฌู‰ ุงู„ู†ู‚ุฑ ู†ู‚ุฑู‹ุง ู…ุฒุฏูˆุฌู‹ุง ููˆู‚ ุงู„ุชุฑุฌู…ุฉ ุงู„ุฅู†ุฌู„ูŠุฒูŠุฉ ุฃุฏู†ุงู‡ ู„ุชุดุบูŠู„ ุงู„ููŠุฏูŠูˆ.

00:00
Translator: Ivana Korom Reviewer: Krystian Aparta
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ุงู„ู…ุชุฑุฌู…: Ayman Hosny ุงู„ู…ุฏู‚ู‘ู‚: Fatima Zahra El Hafa
00:12
So I had this very interesting experience
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ู„ู‚ุฏ ู…ุฑุฑุช ุจุชุฌุฑุจุฉ ุฑุงุฆุนุฉ
00:16
five years ago.
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ู‚ุจู„ ุฎู…ุณ ุณู†ูˆุงุช.
00:18
You know, me and my husband, we were out grocery shopping,
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ูƒู†ุช ู‚ุฏ ุฐู‡ุจุช ุฃู†ุง ูˆุฒูˆุฌูŠ ู„ู„ุชุณูˆู‚ุŒ
00:21
as we do every other day,
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ูƒู…ุง ู†ูุนู„ ู…ู† ูˆู‚ุช ุฅู„ู‰ ุขุฎุฑุŒ
00:22
but this time, we found this fancy,
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ู„ูƒู† ููŠ ู‡ุฐู‡ ุงู„ู…ุฑุฉุŒ ูˆุฌุฏู†ุง ุฃู†ู‡ุง ู…ุชู…ูŠุฒุฉุŒ
00:26
you know, I'm talking fair-trade, I'm talking organic,
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ุฅู†ู†ูŠ ุฃุชุญุฏุซ ุนู† ู†ุฒุงู‡ุฉ ุนู…ู„ูŠุงุช ุงู„ุชุฌุงุฑุฉุŒ ุฃุชุญุฏุซ ุนู† ุงู„ู…ู†ุชุฌุงุช ุงู„ุทุจูŠุนูŠุฉุŒ
00:29
I'm talking Kenyan, single-origin coffee
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ูˆุนู† ุงู„ู‚ู‡ูˆุฉ ุงู„ูƒูŠู†ูŠุฉ ุฐุงุช ุงู„ุฃุตู„ ุงู„ูˆุงุญุฏ
00:32
that we splurged and got.
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ุงู„ุชูŠ ุฃู†ูู‚ู†ุง ุซุฑูˆุฉ ู„ู„ุญุตูˆู„ ุนู„ูŠู‡ุง.
00:35
And that was when the problem started already.
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ูˆู‡ู†ุง ุจุฏุฃุช ุงู„ู…ุดูƒู„ุฉ ูุนู„ูŠู‹ุง.
00:38
You know, my husband, he deemed this coffee blend superior
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ุงุนุชุจุฑ ุฒูˆุฌูŠ ู‡ุฐุง ุงู„ู†ูˆุน ู…ู† ุงู„ู‚ู‡ูˆุฉ ู„ุง ูŠุถุงู‡ูŠู‡ ุฃูŠ ู†ู€ูˆุนู
00:42
to our regular and much cheaper coffee,
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ู…ู† ุงู„ู‚ู‡ูˆุฉ ุงู„ุนุงุฏูŠุฉ ูˆุงู„ุฃู‚ู„ ุณุนุฑู‹ุงุŒ
00:44
which made me imagine a life based solely on fancy coffee
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ู…ุง ุฌุนู„ู†ูŠ ุฃุชุฎูŠู„ ุญูŠุงุฉ ุชุชู…ุญูˆุฑ ูู‚ุท ุญูˆู„ ุงู„ู‚ู‡ูˆุฉ ุงู„ูุงุฎุฑุฉ
00:49
and I saw our household budget explode.
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ูˆุฑุฃูŠุช ู…ูŠุฒุงู†ูŠุฉ ุจูŠุชู†ุง ุชุฐู‡ุจ ุฃุฏุฑุงุฌ ุงู„ุฑูŠุงุญ.
00:51
(Laughter)
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(ุถุญูƒ)
00:52
And worse ...
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ูˆู…ุง ูƒุงู† ุฃุณู€ูˆุฃ...
00:55
I also feared that this investment would be in vain.
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ุฃู†ู†ูŠ ุชุฑุฏุฏุช ุฃูŠุถู‹ุง ููŠ ุฃู† ู‡ุฐุง ุงู„ุฅู†ูุงู‚ ุณูŠูƒูˆู† ุจู„ุง ุฌุฏูˆู‰.
00:58
That we wouldn't be able to notice this difference after all.
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ู„ู† ู†ูƒูˆู† ู‚ุงุฏุฑูŠู† ุนู„ู‰ ู…ู„ุงุญุธุฉ ุงู„ูุฑู‚.
01:03
Unfortunately, especially for my husband,
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ู„ู„ุฃุณูุŒ ูˆุนู„ู‰ ุงู„ุฃุฎู€ุตู‘ ุจุงู„ู†ุณุจุฉ ุฅู„ู‰ ุฒูˆุฌูŠุŒ
01:07
he had momentarily forgotten that he's married to a neuroscientist
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ูู‚ุฏ ุบู€ูู€ู„ูŽ ู„ู„ุญุธุฉ ุนู† ุญู‚ูŠู‚ุฉ ุฃู†ู‡ ู…ุชุฒูˆู‘ุฌ ู…ู† ุนุงู„ูู…ุฉ ุฃุนุตุงุจ
01:10
with a specialty in food science.
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ุฐุงุช ุชุฎุตุต ููŠ ุนู„ู… ุงู„ุบุฐุงุก.
01:12
(Laughter)
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(ุถุญูƒ)
01:13
Alright?
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ุฃู„ูŠุณ ู‡ุฐุง ุตุญูŠุญู‹ุงุŸ
01:14
So without further ado,
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ูˆุฏูˆู† ุตุฎุจุŒ
01:16
I mean, I just put him to the test.
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ุฃุฎุถุนุชู‡ ุฅู„ู‰ ุงุฎุชุจุงุฑ.
01:19
I set up an experiment
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ู„ู‚ุฏ ู†ุตุจุชู ุญู‚ู„ู‹ุง ู„ู„ุชุฌุงุฑุจ
01:21
where I first blindfolded my husband.
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ุญูŠุซ ุนุตุจุช ุนูŠู†ูŠ ุฒูˆุฌูŠ.
01:24
(Laughter)
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(ุถุญูƒ)
01:25
Then I brewed the two types of coffee
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ูˆู…ู† ุซู… ุฃุนุฏุฏุชู ู†ูˆุนูŠู† ู…ู† ุงู„ู‚ู‡ูˆุฉ
01:29
and I told him that I would serve them to him
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ุซู… ุฃุฎุจุฑุชู‡ ุฃู†ู†ูŠ ุณูˆู ุฃู‚ุฏู…ู‡ู…ุง ู„ู‡
01:31
one at a time.
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ูƒู„ ุนู„ู‰ ุญุฏุฉ.
01:34
Now, with clear certainty,
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ุงู„ุขู†ุŒ ูˆู…ุน ูŠู‚ูŠู† ุนู…ูŠู‚ุŒ
01:36
my husband, he described the first cup of coffee
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ูˆุตู ุฒูˆุฌูŠ ูƒูˆุจ ุงู„ู‚ู‡ูˆุฉ ุงู„ุฃูˆู„
01:38
as more raw and bitter.
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ุนู„ู‰ ุฃู†ู‡ ููŠ ุตูˆุฑุฉ ุฎุงู… ูˆุฐูˆ ุทุนู… ู…ุฑ.
01:40
You know, a coffee that would be ideal for the mornings
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ุชู„ูƒ ุงู„ู‚ู‡ูˆุฉ ุงู„ุตุจุงุญูŠุฉ ุงู„ู…ุซุงู„ูŠุฉ
01:42
with the sole purpose of terrorizing the body awake by its alarming taste.
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ุงู„ุชูŠ ูŠุชู…ุซู„ ุบุฑุถู‡ุง ุงู„ูˆุญูŠุฏ ููŠ ุฅูŠู‚ุงุธูƒู… ุจุนู†ู ุจู…ุฐุงู‚ู‡ุง ุงู„ู…ูู€ู†ุจู‘ู‡.
01:46
(Laughter)
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(ุถุญูƒ)
01:48
The second cup of coffee, on the other hand,
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ุนู„ู‰ ุงู„ุฌุงู†ุจ ุงู„ุขุฎุฑุŒ ูุฅู† ูƒูˆุจ ุงู„ู‚ู‡ูˆุฉ ุงู„ุซุงู†ูŠุŒ
01:51
was both fruity and delightful.
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ูƒุงู† ู„ู‡ ู…ุฐุงู‚ ุงู„ูุงูƒู‡ุฉ ูˆูƒุงู† ู„ู€ุฐูŠุฐู‹ุง.
01:55
You know, coffee that one can enjoy in the evening and relax.
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ุชู„ูƒ ุงู„ู‚ู‡ูˆุฉ ุงู„ุชูŠ ูŠุญู„ูˆ ุจู‡ุง ุงู„ู…ุณุงุก ุฎู„ุงู„ ุณู€ุงุนู€ุฉ ุงู„ุงุณุชู€ุฑุฎุงุก.
02:01
Little did my husband know, however,
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ู„ูƒู† ุฒูˆุฌูŠ ู„ู… ูŠูƒุชุดู
02:04
that I hadn't actually given him the two types of coffee.
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ุฃู†ู†ูŠ ู„ู… ุฃู‚ุฏู… ู„ู‡ ู†ูˆุนูŠู† ู…ู† ุงู„ู‚ู‡ูˆุฉ.
02:07
I had given him the exact same cup of coffee twice.
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ู„ู‚ุฏ ู‚ุฏู…ุช ู„ู‡ ู†ูุณ ุงู„ูƒูˆุจ ู…ู† ุงู„ู‚ู‡ูˆุฉ ููŠ ุงู„ู…ุฑุชูŠู† ู…ุนู‹ุง.
02:10
(Laughter)
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(ุถุญูƒ)
02:13
And obviously, it wasn't this one cup of coffee
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ูˆุจุงู„ุทุจุนุŒ ู„ู… ูŠูƒู† ู‡ุฐุง ูƒูˆุจู‹ุง ูˆุงุญุฏู‹ุง ู…ู† ุงู„ู‚ู‡ูˆุฉ
02:16
that had suddenly gone from horrible to fantastic.
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ุตุงุฑ ูุฌุฃุฉ ู„ุฐูŠุฐู‹ุง ุจุดูƒู„ ู„ุง ูŠูุชุตูˆู‘ุฑ.
02:19
No, this taste difference was a product of my husband's own mind.
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ูƒู„ู‘ุงุŒ ุฅู† ุฐู„ูƒ ุงู„ู…ุฐุงู‚ ุงู„ู…ุฎุชู„ู ูƒุงู† ู…ู† ุฅู†ุชุงุฌ ุฏู…ุงุบ ุฒูˆุฌูŠ.
02:23
Of his bias in favor of the fancy coffee
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ู…ู† ู†ุชุงุฌ ู…ูŠู„ู‡ ูˆุชุญูŠู‘ู€ุฒู‡ ุฅู„ู‰ ุงู„ู‚ู‡ูˆุฉ ุงู„ุฑุงู‚ูŠุฉ
02:26
that made him experience taste differences that just weren't there.
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ุงู„ุฐูŠ ุฌุนู„ู‡ ูŠู„ุงุญุธ ุชุจุงูŠู†ุงุช ููŠ ุงู„ุทุนู… ู„ู… ูŠูƒู† ู„ู‡ุง ููŠ ุงู„ุฃุตู„ ูˆุฌู€ู€ูˆุฏูŒ.
02:31
Alright, so, having saved our household budget,
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ุญุณู†ู‹ุงุŒ ุจุนุฏ ุฅู†ู‚ุงุฐ ู…ูŠุฒุงู†ูŠุฉ ุจูŠุชู†ุงุŒ
02:36
and finishing on a very good laugh,
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ูˆู‚ุถุงุก ูˆู‚ุช ู…ู…ุชุน ุฌุฏู‹ุงุŒ
02:38
me especially --
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ู…ู† ุทุฑููŠ ุฃู†ุง ุจุงู„ุชุญุฏูŠุฏ...
02:39
(Laughter)
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(ุถุญูƒ)
02:40
I then started wondering just how we could have received
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ุจุฏุฃุช ุฃุชุณุงุกู„ ูƒูŠู ู„ู†ุง ุฃู† ู†ุณุชู‚ุจู„
02:43
two such different responses from a single cup of coffee.
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ู…ุฐุงู‚ูŠู† ู…ุฎุชู„ููŠู† ุนู„ู‰ ุฐุงูƒ ุงู„ู†ุญูˆุŒ ู…ู† ู†ูุณ ุงู„ูƒูˆุจ ู…ู† ุงู„ู‚ู‡ูˆุฉ.
02:47
Why would my husband make such a bold statement
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ู„ู…ุงุฐุง ูƒุงู† ู„ุฒูˆุฌูŠ ุฑุฏ ูุนู„ ูˆุงุถุญ ูˆุตุงุฑู…ุŒ
02:51
at the risk of being publicly mocked for the rest of his life?
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ู…ุฎุงุทุฑู‹ุง ุจูˆุถุน ู†ูุณู‡ ููŠ ู…ูˆู‚ู ุณุงุฎุฑ ุนู„ู†ู‹ุง ู„ุจู‚ูŠุฉ ุญูŠุงุชู‡ุŸ
02:55
(Laughter)
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(ุถุญูƒ)
02:58
The striking answer is that I think you would have done the same.
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ูˆุงู„ุฑุฏ ุงู„ู…ููุญูู… ู‡ูˆ ุฃู†ู†ูŠ ุฃุธู† ุจุฃู†ูƒู… ูƒู†ุชู… ู„ุชุฌูŠุจูˆุง ุจุฑุฏ ุงู„ูุนู„ ุฐุงุชู‡.
03:03
And that's the biggest challenge in my field of science,
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ูˆู‡ุฐุง ู‡ูˆ ุงู„ุชุญุฏูŠ ุงู„ุฃูƒุจุฑ ููŠ ู…ุฌุงู„ ุจุญุซูŠุŒ
03:06
assessing what's reality behind these answers
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ุงู„ุชู‚ูŠูŠู… ุงู„ุนู„ู…ูŠ ู„ุญู‚ูŠู‚ุฉ ู…ุง ูˆุฑุงุก ู…ุซู„ ู‡ุฐู‡ ุงู„ุฑุฏูˆุฏ
03:09
that we receive.
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ุงู„ุชูŠ ู†ุณุชู‚ุจู„ู‡ุง.
03:10
Because how are we going to make food tastier
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ูู€ูƒูŠู ู„ู†ุง ุฃู† ู†ุณุนู‰ ู„ุฅุนุฏุงุฏ ุทุนุงู… ุดู‡ูŠู‘
03:13
if we cannot rely on what people actually say they like?
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ู…ุง ู„ู… ู†ุฑูƒู† ููŠ ุฐู„ูƒ ุฅู„ู‰ ุฃุฐูˆุงู‚ ุงู„ู†ุงุณ ูˆู…ุง ูŠุดุชู‡ู€ูˆู†ูŽุŸ
03:18
To understand, let's first have a look at how we actually sense food.
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ูˆู„ู…ุญุงูˆู„ู€ุฉ ุงู„ูู‡ู…ุŒ ุฏุนูˆู†ุง ุฃูˆู„ู‹ุง ู†ู„ู‚ูŠ ู†ุธุฑุฉ ุนู„ู‰ ูƒูŠููŠุฉ ุงุณุชุดุนุงุฑู†ุง ู„ู„ุทุนุงู….
03:22
When I drink a cup of coffee,
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ุญูŠู† ุฃุญุชุณูŠ ูƒูˆุจู‹ุง ู…ู† ุงู„ู‚ู‡ูˆุฉุŒ
03:25
I detect this cup of coffee by receptors on my body,
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ูุฃู†ุง ุฃุฏุฑูƒ ู‡ุฐู‡ ุงู„ู‚ู‡ูˆุฉ ู…ู† ุฎู„ุงู„ ู…ุณุชู‚ุจูู„ ุฌุณุฏูŠ
03:29
information which is then turned into activated neurons in my brain.
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ูŠูˆูุฑ ุงู„ู…ุนู„ูˆู…ุงุชุŒ ูˆู…ู† ุซู… ูŠุชุญูˆู„ ุฅู„ู‰ ุฅุดุงุฑุฉ ุนุตุจูŠุฉ ู†ุดุทุฉ ููŠ ุงู„ุฏู…ุงุบ.
03:34
Wavelengths of light are converted to colors.
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ูˆุชุชุญูˆู„ ู…ูˆุฌุงุช ุงู„ุถูˆุก ุฅู„ู‰ ุฃู„ูˆุงู†.
03:37
Molecules in the liquid are detected by receptors in my mouth,
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ูˆุฌุฒูŠุฆุงุช ุงู„ุณุงุฆู„ ุชู€ุชู„ู‚ู€ูู‡ุง ู…ุณุชู‚ุจู„ุงุช ููŠ ููŽู…ูŠุŒ
03:41
and categorized as one of five basic tastes.
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ูˆุชุตู†ู‘ูู‡ุง ูƒูˆุงุญุฏุฉ ู…ู† ุฎู…ุณุฉ ู…ุฐุงู‚ุงุช ุฑุฆูŠุณูŠุฉ.
03:45
That's salty, sour, bitter, sweet and umami.
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ู‡ูŠ ุงู„ู…ุงู„ุญุŒ ูˆุงู„ุญุงู…ุถุŒ ูˆุงู„ู…ุฑู‘ุŒ ูˆุงู„ุญู„ูˆุŒ ูˆุงู„ุฃูˆู…ุงู…ูŠ (ุงู„ู„ุฐูŠุฐ).
03:50
Molecules in the air are detected by receptors in my nose
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ุฅู† ุงู„ุฌุฒูŠุฆุงุช ููŠ ุงู„ู‡ูˆุงุก ุชุฏุฑูƒู‡ุง ุงู„ู…ุณุชู‚ุจู„ุงุช ุฏุงุฎู„ ุฃู†ููŠ
03:53
and converted to odors.
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ูˆุชุญูˆู‘ู„ู‡ุง ุฅู„ู‰ ุฑูˆุงุฆุญ.
03:55
And ditto for touch, for temperature, for sound and more.
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ูˆุงู„ุดูŠุก ู†ูุณู‡ ูŠุญุฏุซ ุจุงู„ู†ุณุจุฉ ู„ู„ู…ุณ ุงู„ุฃุดูŠุงุกุŒ ูˆู„ุงุณุชุดุนุงุฑ ุงู„ุญุฑุงุฑุฉุŒ ูˆู„ุณู…ุงุน ุงู„ุฃุตูˆุงุชุŒ ูˆุบูŠุฑู‡ุง.
04:00
All this information is detected by my receptors
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ูƒู„ ู‡ุฐู‡ ุงู„ู…ุนู„ูˆู…ุงุช ูŠุฌุฑูŠ ุฅุฏุฑุงูƒู‡ุง ู…ู† ุฎู„ุงู„ ู…ุณุชู‚ุจู„ุงุชููŠ
04:04
and converted into signals between neurons in my brain.
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ุซู… ุชุชุญูˆู„ ุฅู„ู‰ ุฅุดุงุฑุงุช ุจูŠู† ุงู„ุฃุนุตุงุจ ููŠ ุฏู…ุงุบูŠ.
04:07
Information which is then woven together and integrated,
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ู…ุนู„ูˆู…ุงุช ุชุชู€ู†ุงุบู… ูˆุชุชูƒุงู…ู„ุŒ
04:12
so that my brain recognizes
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ูˆุจุงู„ุชุงู„ูŠ ูŠุฏุฑูƒู‡ุง ุฏู…ุงุบูŠ
04:15
that yes, I just had a cup of coffee, and yes, I liked it.
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ูˆุชููŠุฏ ููŠ ู‡ุฐู‡ ุงู„ุญุงู„ุฉ ุจุฃู†ู†ูŠ: ู†ุนู…ุŒ ู„ู‚ุฏ ุงุญุชุณูŠุช ูƒูˆุจ ู‚ู‡ูˆุฉ. ูˆู†ุนู…ุŒ ุฃู†ุง ุฃุดุชู‡ูŠู‡.
04:21
And only then,
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ูˆุญูŠู†ู‡ุง ูู‚ุทุŒ
04:23
after all this neuron heavy lifting,
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ุจุนุฏ ูƒู„ ู‡ุฐู‡ ุงู„ุฅุดุงุฑุงุช ุงู„ุนุตุจูŠุฉ ุงู„ูƒุซูŠูุฉุŒ
04:26
do we consciously experience this cup of coffee.
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ู†ุฎุชุจุฑ ุจูƒุงู…ู„ ูˆุนูŠู†ุง ุงุญุชุณุงุกู†ุง ู„ู‡ุฐุง ุงู„ูƒูˆุจ ู…ู† ุงู„ู‚ู‡ูˆุฉ.
04:30
And this is now where we have a very common misconception.
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ูˆุงู„ุขู†ุŒ ูุฅู† ู‡ุฐุง ุจุงู„ุชุญุฏูŠุฏ ู…ุง ูŠูˆู‚ุนู†ุง ููŠ ุณูˆุก ูู‡ู… ุดุงุฆุน.
04:35
People tend to think that what we experience consciously
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ุฅู† ุงู„ู†ุงุณ ู…ูŠู‘ุงู„ูˆู† ุฅู„ู‰ ุงู„ุงุนุชุฏุงุฏ ุจู…ุง ู†ุฎุชุจุฑู‡ ุนู† ูˆุนูŠ
04:39
must then be an absolute true reflection of reality.
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ุนู„ู‰ ุฃู†ู‡ ูŠุนูƒุณ ุญู‚ูŠู‚ุฉ ุงู„ูˆุงู‚ุน ุงู„ู…ุฌุฑุฏุฉ.
04:42
But as you just heard,
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ู„ู€ูƒู†ุŒ ูˆูƒู…ุง ุณู…ุนุชู… ู„ู„ุชูˆุŒ
04:44
there are many stages of neural interpretation
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ู‡ู†ุงู„ูƒ ุงู„ุนุฏูŠุฏ ู…ู† ู…ุฑุงุญู€ู„ ุงู„ุชุฑุฌู…ุฉ ุงู„ุนุตุจูŠู‘ุฉ
04:47
in between the physical item and the conscious experience of it.
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ููŠู…ุง ุจูŠู† ุงู„ุญุงู„ุฉ ุงู„ู…ุงุฏูŠุฉ ู„ุดูŠุกู ูˆุจูŠู† ุงู„ุชุฌุฑุจุฉ ุงู„ุญูุณู€ูŠู‘ุฉ ู„ู‡.
04:52
Which means that sometimes,
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ุนู„ู‰ ู†ุญูˆ ู…ุง ูŠุนู†ูŠ ููŠ ุจุนุถ ุงู„ุฃุญูŠุงู†ุŒ
04:54
this conscious experience is not really reflecting that reality at all.
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ุฃู† ุงู„ุชุฌุฑูุจุฉ ุงู„ุญูุณูŠู‘ุฉ ููŠ ูˆุงู‚ุน ุงู„ุฃู…ุฑ ู„ุง ุชุนูƒุณ ุญู‚ูŠู‚ุฉ ุงู„ูˆุงู‚ุน ุงู„ู…ุฌุฑุฏุฉ ุชู„ูƒ.
04:58
Like what happened to my husband.
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ู…ุซู„ู…ุง ุญุฏุซ ู…ุน ุฒูˆุฌููŠ.
05:01
That's because some physical stimuli may just be so weak
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ูˆู‡ุฐุง ูŠุฑุฌุน ุฅู„ู‰ ุฃู† ุจุนุถ ุงู„ู…ุญูู‘ุฒุงุช ุงู„ู…ุงุฏูŠุฉ ู‡ูŠ ู…ู† ุงู„ุถุนู
05:05
that they just can't break that barrier to enter our conscious mind,
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ุจุญูŠุซ ู„ุง ุชู‚ูˆู‰ ุนู„ู‰ ูƒุณุฑ ุฐู„ูƒ ุงู„ุญุงุฌุฒ ู…ู† ุฃุฌู„ ุงู„ุฏุฎูˆู„ ุฅู„ู‰ ูˆูŽุนูŠ ุฏู…ุงุบู†ุงุŒ
05:10
while the information that does
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ููŠ ุญูŠู† ุฃู† ุงู„ู…ุนู„ูˆู…ุงุช ุงู„ุชูŠ ุชุณุชุทูŠุน ุฐู„ูƒ
05:12
may get twisted on its way there by our hidden biases.
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ุฑุจู…ุง ุชุชุญูˆู‘ู„ ุจูŠู†ู…ุง ู‡ูŠ ููŠ ุทุฑูŠู‚ู‡ุง ุฅู„ู‰ ู‡ู†ุงูƒ ุนู† ุทุฑูŠู‚ ู…ููŠููˆู„ู†ุง ูˆุชุญูŠู‘ุฒุงุชู†ุง ุงู„ุฎููŠู‘ุฉ.
05:16
And people, they have a lot of biases.
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ูˆู…ุนู„ูˆู… ุฃู† ู„ู„ู†ุงุณ ุงู„ุนุฏูŠุฏ ู…ู† ุงู„ุชุญูŠู‘ุฒุงุช ูˆุงู„ู…ูŠูˆู„.
05:23
Yes, if you're sitting there right now, thinking ...
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ุฅุฐุง ูƒู†ุช ุชุฌู„ุณ ู‡ู†ุงูƒุŒ ูˆุชููƒู‘ุฑ...
05:27
you could probably have done better than my husband,
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ุฃู†ู‡ ูƒุงู† ุจูˆุณุนูƒ ุฃู† ุชุจู„ูŠ ุจู„ุงุกู‹ ุฃุญุณู† ู…ู† ุฒูˆุฌูŠุŒ
05:30
you could probably have assessed those coffees correctly,
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ูˆูƒุงู† ู…ู† ุงู„ู…ุญุชู…ู„ ุฃู† ุชู‚ู€ูŠู‘ู… ู‡ุฐูŠู† ุงู„ูƒูˆุจูŠู† ู…ู† ุงู„ู‚ู‡ูˆุฉ ุชู‚ูŠูŠู…ู‹ุง ุตุญูŠุญู‹ุงุŒ
05:34
then you're actually suffering from a bias.
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ูุฃู†ุช ุฅุฐู‹ุง ุชุนุงู†ูŠ ู…ู† ุชุญูŠู‘ุฒ.
05:38
A bias called the bias blind spot.
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ุชุญูŠู‘ุฒ ูŠูุทู„ู‚ ุนู„ูŠู‡ ู†ู‚ุทุฉ ุงู„ุชุญูŠุฒ ุงู„ุนู…ูŠุงุก.
05:40
Our tendency to see ourselves as less biased than other people.
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ุฅู†ู‡ุง ุฑุบุจุชู†ุง ุงู„ุฌุงู…ุญุฉ ููŠ ุฃู† ู†ุฑู‰ ุฃู†ูุณู†ุง ุฃู‚ู€ู„ ุชุญูŠู‘ู€ุฒู‹ุง ู…ู† ุงู„ุขุฎุฑูŠู†.
05:45
(Laughter)
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(ุถุญูƒ)
05:46
And yeah, we can even be biased
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ุจู„ู‰ุŒ ูŠู…ูƒู†ู†ุง ุญุชู‰ ุฃู† ู†ูƒูˆู† ู…ุชุญูŠู‘ุฒูŠู†
05:48
about the biases that we're biased about.
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ุจุดุฃู† ุงู„ุชุญูŠู‘ุฒุงุช ุงู„ุชูŠ ู†ุชุญูŠู‘ุฒ ู„ู‡ุง.
05:50
(Laughter)
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(ุถุญูƒ)
05:51
Not trying to make this any easier.
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ู„ุง ุชุญุงูˆู„ูˆุง ุฃู† ุชู‡ูˆู‘ู†ูˆุง ู…ู† ุงู„ุฃู…ุฑ ุดูŠุฆู‹ุง.
05:54
A bias that we know in the food industry is the courtesy bias.
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ุฅู† ุงู„ุชุญูŠู‘ู€ุฒ ุงู„ุฐูŠ ู†ุนุฑูู‡ ููŠ ุตู†ุงุนุฉ ุงู„ุบุฐุงุก ู‡ูˆ ุชุญูŠู‘ู€ุฒ ุงู„ู…ุฌุงู…ู„ุฉ ูˆุงู„ู…ู„ุงุทูุฉ.
05:59
This is a bias where we give an opinion
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ุฅู† ู‡ุฐุง ุฏุฑุจ ู…ู† ุฏุฑูˆุจ ุงู„ุชุญูŠู‘ุฒ ุญูŠู† ู†ุนุทูŠ ุฑุฃูŠู‹ุง
06:02
which is considered socially acceptable,
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ูŠูู€ุนุชุจุฑ ู…ู‚ุจูˆู„ู‹ุง ุงุฌุชู…ุงุนูŠู‹ุงุŒ
06:05
but it's certainly not our own opinion, right?
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ูˆู„ูƒู†ู‡ ููŠ ุญู‚ูŠู‚ุฉ ุงู„ุฃู…ุฑ ู„ูŠุณ ู‚ู†ู€ุงุนุชู†ุง ุงู„ูˆุญูŠุฏุฉุŒ ุฃู„ูŠุณ ูƒุฐู„ูƒุŸ
06:09
And I'm challenged by this as a food researcher,
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ูˆู„ู‚ุฏ ู…ุฑุฑุชู ุจู‡ุฐุง ูƒุจุงุญุซุฉ ุบุฐุงุกุŒ
06:12
because when people say they like my new sugar-reduced milkshake,
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ุฐู„ูƒ ุฃู† ุงู„ุฒุจุงุฆู† ุญูŠู† ูŠู‚ูˆู„ูˆู† ุฃู†ู‡ู… ูŠุญุจูˆู† ู…ุดุฑูˆุจ ุงู„ุญู„ูŠุจ ุงู„ู…ุฎููˆู‚ ุงู„ู…ูุญูŽู„ู‘ู‰ (ู…ูŠู„ูƒ ุดูŠูƒ) ุฎุงุตุชูŠุŒ
06:17
do they now?
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ูู‡ู€ู„ ูุนู„ุง ูŠุญุจูˆู†ู‡ุŸ
06:18
(Laughter)
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(ุถุญู€ูƒ)
06:19
Or are they saying they like it
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ุฃู… ูŠู‚ูˆู„ูˆู† ุฃู†ู‡ู… ูŠุฑุบุจูˆู† ููŠู‡
06:21
because they know I'm listening and they want to please me?
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ู„ุฃู†ู‡ู… ูŠุนุฑููˆู† ุฃู†ู†ูŠ ุฃุตุบูŠ ูˆู‡ู… ูŠุฑูŠุฏูˆู† ุฅุฑุถุงุฆูŠุŸ
06:25
Or maybe they just to seem fit and healthy in my ears.
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ุฃู… ูŠุฑูŠุฏูˆู† ูู‚ุท ุฃู† ูŠุจุฏูˆ ู„ุงุฆู‚ูŠู† ุตุญูŠู‹ุง ููŠ ู†ุธุฑูŠ.
06:30
I wouldn't know.
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ู„ุณุช ุฃุนุฑู.
06:31
But worse, they wouldn't even know themselves.
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ู„ูƒู† ุงู„ุฃุณูˆุฃุŒ ุฃู†ู‡ู… ู‡ู… ุฃู†ูุณู‡ู… ููŠ ุงู„ุบุงู„ุจ ู„ุง ูŠุนุฑูู€ูˆู†.
ุญุชู‰ ูˆู„ูˆ ุฌุฑู‰ ุชุฏุฑูŠุจู‡ู… ุนู„ู‰ ุชู‚ูŠูŠู… ุงู„ุบุฐุงุกุŒ
06:37
Even trained food assessors,
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06:38
and that's people who have been explicitly taught
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ูุฅู† ุฃูˆู„ุฆูƒ ุงู„ุฃุดุฎุงุต ุงู„ุฐูŠู† ุชุนู„ู…ูˆุง ุจุตุฑุงุญุฉ
06:41
to disentangle the sense of smell and the sense of taste,
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ุฃู† ูŠู‚ูŠู…ูˆุง ุงู„ุญุฏูˆุฏ ุจูŠู† ุญุงุณุฉ ุงู„ุดู…ู‘ ูˆุจูŠู† ุญู€ุงุณุฉ ุงู„ุชุฐูˆู‚ุŒ
06:45
may still be biased to evaluate products sweeter
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ู‚ุฏ ูŠุจู‚ูˆู† ู…ุชุญูŠุฒูŠู† ููŠ ุชู‚ูŠูŠู… ุงู„ู…ู†ุชุฌุงุช ุงู„ุญู„ูˆุฉ
06:48
if they contain vanilla.
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ููŠ ุญุงู„ ุงุญุชูˆุช ุนู„ู‰ ุงู„ูุงู†ูŠู„ูŠุง.
06:50
Why?
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ู„ู€ู…ุงุฐุงุŸ
06:51
Well, it's certainly not because vanilla actually tastes sweet.
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ู…ู† ุงู„ู…ุคูƒุฏ ุฃู†ู‡ ู„ูŠุณ ุจุณุจุจ ุฃู† ุงู„ูุงู†ูŠู„ูŠุง ุชุนุทูŠ ู…ุฐุงู‚ู‹ู€ุง ุญู„ูˆู‹ุง.
06:56
It's because even these professionals are human,
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ูˆู„ูƒู† ู„ุฃู† ุญุชู‰ ู‡ุคู„ุงุก ุงู„ุฎุจุฑุงุก ุจุดุฑูŒ.
07:00
and have eaten lot of desserts, like us,
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ูˆุฃูƒู„ูˆุง ุงู„ูƒุซูŠุฑ ู…ู† ุงู„ุญู„ูˆู‰ุŒ ู…ุซู€ู†ุงุŒ
07:03
and have therefore learned to associate sweetness and vanilla.
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ูˆุจุณุจุจ ู‡ุฐุงุŒ ูู‚ุฏ ุงุนุชุงุฏูˆุง ุฑุจุท ุงู„ุญู„ูˆ ุจุงู„ูุงู†ูŠู„ูŠุง.
07:08
So taste and smell and other sensory information
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ุฅู† ุงู„ุฐุงุฆู‚ุฉ ูˆุงู„ุฑุงุฆุญุฉ ูˆุงู„ู…ุฎุฑุฌุงุช ุงู„ุญุณูŠู‘ุฉ ุงู„ุฃุฎุฑู‰
07:11
is inextricably entangled in our conscious mind.
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ู…ุชุดุงุจูƒุฉ ูˆู…ุนู‚ู‘ุฏุฉ ููŠ ูˆุนูŠ ุฃุฏู…ุบุชู†ุง.
07:14
So on one hand, we can actually use this.
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ู„ุฐุง ูู…ู† ู†ุงุญูŠุฉุŒ ูŠู…ูƒู†ู†ุง ุงู„ุงุณุชุนุงู†ุฉ ุจู‡ุฐุง.
07:17
We can use these conscious experiences,
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ูŠู…ูƒู†ู†ุง ุงู„ุงุณุชุนุงู†ุฉ ุจู…ุนู€ุงูŠู†ู€ุงุชู†ู€ุง ุงู„ุญุณู‘ูŠุฉุŒ
07:19
use this data, exploit it by adding vanilla instead of sugar
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ุงุณุชุฎุฏุงู… ู‡ุฐู‡ ุงู„ุจูŠุงู†ุงุชุŒ ูˆุงุณุชุบู„ุงู„ู‡ุง ู…ู† ุฎู„ุงู„ ุฅุถุงูุฉ ุงู„ูุงู†ูŠู„ูŠุง ุจุฏู„ู‹ุง ู…ู† ุงู„ุณูƒุฑ
07:24
to sweeten our products.
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ู„ุชุญู„ูŠูŽู€ุฉ ู…ู†ุชุฌุงุชู†ุง.
07:26
But on the other hand,
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ูˆู„ูƒู† ู…ู† ู†ุงุญูŠุฉ ุฃุฎุฑู‰ุŒ
07:29
with these conscious evaluations,
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ู…ุน ู‡ุฐู‡ ุงู„ุชู€ู‚ูŠูŠู…ุงุช ุงู„ุญูู€ุณูŠุฉุŒ
07:30
I still wouldn't know
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ู…ุง ุฒู„ุช ู„ุง ุฃุนู„ู…
07:32
whether people actually liked that sugar-reduced milkshake.
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ู…ุง ุฅุฐุง ูƒู€ุงู† ุงู„ู†ู€ุงุณ ุญู‚ูŠู‚ุฉู‹ ูŠุญุจูˆู† ู…ุดุฑูˆุจ ุงู„ุญู„ูŠุจ ุงู„ู…ุฎููˆู‚ ุงู„ู…ูุญูŽู„ู‘ู‰ุŒ ุฃู… ู„ุง.
ูู€ูƒูŠู ู†ุณุชูˆุนุจ ู…ุง ูŠุฌุฑูŠ ุจุดุฃู† ู‡ุฐู‡ ุงู„ุฅุดูƒุงู„ูŠุฉุŸ
07:36
So how do we get around this problem?
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07:37
How do we actually assess what's reality
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ูƒูŠู ู†ุฏุฑูƒ ุญู‚ูŠู‚ุฉ ุงู„ูˆุงู‚ุน
07:40
behind these conscious food evaluations?
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ูˆุฑุงุก ุชุฐูˆู‚ุงุชู†ุง ุงู„ุญูู€ุณู‘ูŠุฉ ู„ู„ุฃุทุนู…ุฉุŸ
07:42
The key is to remove the barrier of the conscious mind
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ุฅู† ู…ูุชุงุญ ุงู„ุญู„ ูŠูƒูˆู† ุจุฅุฒุงู„ุฉ ุงู„ุญุงุฌุฒ ุจูŠู† ุงู„ูˆุนูŠ ุงู„ุนู‚ู„ูŠ
07:46
and instead target the information in the brain directly.
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ูˆุนูˆุถู‹ุง ุนู† ุฐู„ูƒุŒ ุงุณุชู‡ุฏุงู ุงู„ู…ุนู„ูˆู…ุงุช ู…ุจุงุดุฑุฉู‹ ููŠ ุงู„ุฏู…ุงุบ.
07:51
And it turns out
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ูˆู‚ุฏ ุงุชุถุญ
07:52
our brain holds a lot of fascinating secrets.
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ุฃู† ุฏู…ุงุบู†ุง ูŠุญุชูˆูŠ ุงู„ูƒุซูŠุฑ ู…ู† ุงู„ุฃุณุฑุงุฑ ุงู„ู…ุฏู‡ุดุฉ.
07:55
Our brain constantly receives sensory information from our entire body,
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ุฅู† ุฏู…ุงุบู†ุง ูŠุณุชู‚ุจู„ ุจุดูƒู„ ุซุงุจุช ู…ุนู„ูˆู…ุงุช ุญุณูŠุฉ ู…ู† ูƒู„ ุฃู†ุญุงุก ุฌุณุฏู†ุงุŒ
08:00
most of which we don't even become aware of,
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ุฏูˆู† ุฅุฏุฑุงูƒู†ุง ู„ู„ุบุงู„ุจูŠุฉ ุงู„ุนุธู…ู‰ ู…ู†ู‡ุงุŒ
08:03
like the taste information that I constantly receive
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ู…ุซู„ ุงู„ู…ุฐุงู‚ุงุช ุงู„ุชูŠ ุฃุณุชู‚ุจู„ู‡ุง ุจุดูƒู„ ู…ุณุชู…ุฑ
08:06
from my gastrointestinal tract.
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ู…ู† ุฌู‡ุงุฒูŠ ุงู„ู‡ุถู…ูŠ.
08:08
And my brain will also act on all this sensory information.
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ูˆูƒุฐู„ูƒ ูุฅู† ุฏู…ุงุบูŠ ุฃูŠุถู‹ุง ุณูˆู ูŠุชูุงุนู„ ู…ุน ูƒู„ ู‡ุฐู‡ ุงู„ู…ุนู„ูˆู…ุงุช ุงู„ุญุณูŠุฉ.
08:13
It will alter my behavior without my knowledge,
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ุฅุฐ ุณูŠุบูŠู‘ู€ุฑ ุณู„ูˆูƒูŠ ู…ู† ุฏูˆู† ูˆุนูŠ ู…ู†ูŠุŒ
08:16
and it can increase the diameter of my pupils
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ูˆู…ู† ุดุฃู†ู‡ ุฃูŠุถู‹ุง ุฃู† ูŠู€ูˆุณู‘ุน ู…ู† ุญุฏู‚ู€ุชูŽูŠ ุนูŠู†ูŠู‘ูŽ
08:20
if I experience something I really like.
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ุฅุฐุง ุงุฎุชุจุฑุช ุดูŠุฆู‹ุง ุฃุดุชู‡ูŠู‡ ุจุงู„ูุนู„.
08:22
And increase my sweat production ever so slightly
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ูˆูŠุฒูŠุฏ ู‚ู„ูŠู„ู‹ุง ู…ู† ุชุนุฑู‚ูŠ
08:25
if that emotion was intense.
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ุฅุฐุง ูƒุงู† ุงู†ูุนุงู„ูŠ ู‚ูˆูŠู‹ุง ุดูŠุฆู‹ุง ู…ุง.
08:28
And with brain scans,
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ูˆุจูุถู„ ุงู„ู…ุณุญ ุงู„ุฏู…ุงุบูŠุŒ
08:30
we can now assess this information in the brain.
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ุจู…ู‚ุฏูˆุฑู†ุง ุงู„ุขู† ุชู‚ูŠูŠู… ู‡ุฐู‡ ุงู„ู…ุนู„ูˆู…ุงุช ููŠ ุงู„ุฏู…ุงุบ.
08:34
Specifically, I have used a brain-scanning technique
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ูˆุจุตูุฉ ุฎุงุตุฉุŒ ู„ู‚ุฏ ุงุณุชุฎุฏู…ุช ุฃุณู„ูˆุจู‹ุง ู„ู„ู…ุณุญ ุงู„ุฏู…ุงุบูŠ
08:36
called electroencephalography,
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ูŠูู€ู€ุฏุนู‰ "ุชูŽุฎู’ู€ุทูŠุท ูƒู€ู‡ุฑุจู€ูŠู‘ูŽู€ุฉ ุงู„ุฏู‘ูู…ู€ู€ุงุบ"ุŒ
08:38
or "EEG" in short,
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ุฃูˆ ุจุงุฎุชุตุงุฑ ุฃุณู„ูˆุจ "EEG"ุŒ
08:40
which involves wearing a cap studded with electrodes,
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ุจุญูŠุซ ูŠุฑุชุฏูŠ ุงู„ุฎุงุถุน ู„ู‡ ู‚ุจุนุฉ ู…ุฎุตุตุฉ ุฐุงุช ุฃู‚ู€ุทุงุจ ูƒู‡ุฑุจูŠุฉ
08:44
128 in my case.
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128 ู‚ุทุจู‹ุง ููŠ ู‡ุฐู‡ ุงู„ุญุงู„ุฉ.
08:47
Each electrode then measures the electrical activity of the brain
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ูŠุณุชุดุนุฑ ูƒู„ ู‚ู€ุทุจ ุงู„ู†ุดุงุท ุงู„ูƒู‡ุฑุจูŠ ู„ู„ุฏู…ุงุบ
08:51
with precision down to the millisecond.
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ู…ู€ุน ุฏูู‚ู€ู€ุฉ ููŠ ุงู„ู‚ูŠุงุณ ู„ูƒู„ ู…ู„ูŠ ุซุงู†ูŠุฉ.
08:55
The problem is, however,
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ูˆู…ุน ุฐู„ูƒุŒ ูุฅู† ุงู„ู…ุดูƒู„ุฉ
08:57
it's not just the brain that's electrically active,
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ู„ูŠุณุช ูู‚ุท ุฐุงูƒ ุงู„ู†ุดุงุท ุงู„ูƒู‡ุฑุจูŠ ู„ู„ุฏู…ุงุบ
09:00
it's also the rest of the body as well as the environment
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ูˆู„ูƒู† ุฃูŠุถู‹ุง ุจู‚ูŠุฉ ุงู„ุฌุณู… ุจูƒุงู…ู„ู‡ ุจุงู„ุฅุถุงูุฉ ุฅู„ู‰ ุงู„ูˆุณุท
09:02
that contains a lot of electrical activity all the time.
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ุงู„ุฐูŠ ูŠุญูˆูŠ ู†ุดุงุทู‹ุง ูƒู‡ุฑุจูŠู‹ุง ุทูŠู„ุฉ ุงู„ูˆู‚ุช.
09:05
To do my research,
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ู„ูƒูŠ ุฃูุชู’ู€ู…ู… ุจูŽุญุซูŠุŒ
09:07
I therefore need to minimize all this noise.
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ูƒุงู† ุนู„ูŠู‘ูŽ ุฃู† ุฃุฎูู‘ุถ ู…ู† ูƒู„ ู‡ุฐู‡ ุงู„ุถูˆุถุงุก.
09:10
So I ask my participants to do a number of things here.
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ูˆู„ุฐู„ูƒ ุทู„ุจุช ู…ู† ู…ุดุงุฑูƒูŠู‘ ุฃู† ูŠุคุฏูˆุง ู‡ู†ุง ุจุนุถ ุงู„ุฃุดูŠุงุก.
09:14
First off,
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ู‚ุจู„ ุฃูŠ ุดูŠุกุŒ
09:15
I ask them to rest their head in a chin rest,
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ุทู„ุจุช ู…ู†ู‡ู… ุฃู† ูŠุฑูŠุญูˆุง ุฑุคูˆุณู‡ู… ุนู„ู‰ ู…ุณู†ุฏ ู„ู„ุฐู‚ู†ุŒ
09:18
to avoid too much muscle movement.
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ู„ู„ุญูŠู„ูˆู„ุฉ ุฏูˆู† ุฃูŠ ุญุฑูƒุฉ ู„ู„ุนุถู„ุงุช.
09:21
I also ask them to, meanwhile, stare at the center of a computer monitor
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ููŠ ุงู„ุฃุซู†ุงุกุŒ ุทู„ุจุช ู…ู†ู‡ู… ุฃู† ูŠูุญู€ุฏู‘ู‚ู€ูˆุง ุฅู„ู‰ ู…ู†ุชุตู ุดุงุดุฉ ุญุงุณูˆุจ
09:25
to avoid too much eye movements and eye blinks.
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ู„ู„ุญูŠู„ูˆู„ุฉ ุฏูˆู† ุฃูŠ ุญุฑูƒุฉ ู„ู„ุนูŠู† ุฃูˆ ุฃู† ูŠุฑู…ุดูˆุง ุฃุนูŠู†ู‡ู….
09:28
And I can't even have swallowing,
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ูˆู„ู… ูŠูƒู† ุญุชู‰ ุงู„ุจู€ู„ู’ุน ู…ุชุงุญู‹ู€ุงุŒ
09:30
so I ask my participants to stick the tongue out of their mouth
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ูˆู„ุฐู„ูƒ ุทู„ุจุช ู…ู† ู…ุดุงุฑูƒูŠู‘ ุฃู† ูŠุซุจู‘ู€ุชูˆุง ุฃู„ุณู†ุชู‡ู… ุฎุงุฑุฌ ุฃููˆุงู‡ู‡ูู…
09:35
over a glass bowl,
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ุนู„ู‰ ุทุจู‚ ุฒุฌุงุฌูŠุŒ
09:37
and then I constantly let taste stimuli onto the tongue,
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ูˆู…ู† ุซู… ุฃูุบุฏู‚ ุนู„ู‰ ุงู„ู„ุณุงู† ุจู…ุญูู‘ุฒุงุช ู„ู„ุชุฐูˆู‚ุŒ
09:41
which then drip off into this bowl.
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ู…ู…ุง ูŠุฌุนู„ ุงู„ู„ุนุงุจ ูŠุณูŠู„ ุนู„ู‰ ุงู„ุทุจู‚.
09:43
(Laughter)
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(ุถุญู€ูƒ)
09:45
And then, just to complete this wonderful picture,
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ูˆู…ู† ุซู…ุŒ ูˆูƒูŠ ุฃูƒู…ู„ ู‡ุฐู‡ ุงู„ุตูˆุฑุฉ ุงู„ุฑุงุฆุนุฉุŒ
09:49
I also provide my participants with a bib,
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ูู„ู‚ุฏ ุฒูˆุฏุช ูƒู„ ู…ุดุงุฑูƒู ุจู…ุฆู€ุฒุฑุŒ
09:52
available in either pink or blue, as they please.
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ู…ุชุงุญ ููŠ ุงู„ู„ู€ูˆู†ูŠู€ู† ุงู„ุฒู‡ุฑูŠ ูˆุงู„ุฃุฒุฑู‚ุŒ ูˆู‚ุฏ ุงุฎุชุงุฑ ูƒู„ูŒ ุงู„ู„ูˆู† ุงู„ุฐูŠ ูŠุญู„ูˆ ู„ู‡.
09:55
(Laughter)
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(ุถุญู€ูƒ)
09:59
Looks like a normal eating experience, right?
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ุฐู„ูƒ ูŠุดุจู‡ ุชุฌุฑุจุฉ ุนุงุฏูŠุฉ ู„ู€ุชู†ุงูˆู„ ุงู„ุทุนุงู…ุŒ ุฃู„ูŠุณ ูƒุฐู„ูƒุŸ
10:01
(Laughter)
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(ุถุญูƒ)
10:03
No, obviously not.
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ูƒู„ู‘ุงุŒ ุจู€ูˆุถูˆุญ ู„ุง.
10:06
And worse,
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ูˆุงู„ุฃุณู€ูˆุฃุŒ
10:07
I can't even control what my participants are thinking about,
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ู‡ูˆ ุฃู†ู†ูŠ ู„ุง ุฃุณุชุทูŠุน ุฃู† ุฃุชุญูƒู… ุจุฃููƒุงุฑ ู…ุดุงุฑูƒูู€ูŠู‘ู ููŠ ู‡ุฐู‡ ุงู„ุฃุซู†ุงุกุŒ
10:11
so I need to repeat this taste procedure
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ูˆู„ุฐุงุ› ูƒุงู† ุนู„ูŠู‘ ุฃู† ุฃุนูŠุฏูŽ ุชุฌุฑุจุฉ ุงู„ู€ุชุฐูˆู‚ ู‡ุฐู‡
10:13
multiple times.
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ู…ุฑุงุฑู‹ุง ูˆุชูƒุฑุงุฑู‹ุง.
10:14
Maybe the first time, they're thinking about the free lunch
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ููŠ ุงู„ู…ุฑุฉ ุงู„ุฃูˆู„ู‰ุŒ ุฑุจู…ุง ูŠููƒุฑูˆู† ููŠ ุงู„ุบุฏุงุก ุงู„ู…ุฌุงู†ูŠ
10:17
that I provide for participating,
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ุงู„ุฐูŠ ุฃุนูู€ุฏู‘ู‡ ุฎุตูŠุตู‹ุง ู„ู„ู…ุดุงุฑูƒูŠู† ููŠ ุงู„ุชุฌุฑุจุฉุŒ
10:19
or maybe the second time, they're thinking about Christmas coming up
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ุฃูˆ ููŠ ุงู„ู…ุฑุฉ ุงู„ุซุงู†ูŠุฉุŒ ุฑุจู…ุง ูŠุชููƒู‘ุฑูˆู† ุจุดุฃู† ุนูŠุฏ ุงู„ู…ูŠู„ุงุฏ ุงู„ู…ุฌูŠุฏ ุงู„ุฐูŠ ูŠู‚ุชุฑุจ
10:23
and what to get for Mom this year, you know.
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ูˆู…ุง ุงู„ุฐูŠ ุณูŠู‡ุงุฏูˆู† ุจู‡ ุฃู…ู‡ุงุชู‡ู… ู‡ุฐุง ุงู„ุนุงู….
10:27
But common for each response is the response to the taste.
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ูˆู„ูƒู† ุฌู…ูŠุน ุฑุฏูˆุฏ ุงู„ุฃูุนุงู„ ูƒุงู†ุช ุชุดุชุฑูƒ ููŠ ุงู„ุฑุฏูˆุฏ ุงู„ุฎุงุตุฉ ุจุงู„ุชุฐูˆู‚.
10:31
So I repeat this taste procedure multiple times.
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ูˆุนู„ูŠู‡ุŒ ูู„ู‚ุฏ ูƒุฑุฑุช ู‡ุฐุง ุงู„ุฅุฌุฑุงุก ุงู„ู…ุฑุชุจุท ุจุงู„ุชุฐูˆู‚ ููŠ ุฃูˆู‚ุงุชู ุนุฏุฉ.
10:34
Sixty, in fact.
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60 ู…ุฑุฉุŒ ุฅู† ุดุฆุช ุงู„ุฏูู‚ู€ู€ุฉ.
10:37
And then I average the responses,
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ูˆู…ู† ุซู…ุŒ ุงุณุชุฎู„ุตุช ู…ุชูˆุณุท ุฑุฏูˆุฏ ุงู„ูุนู„ุŒ
10:38
because responses unrelated to taste will average out.
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ู„ุฃู† ุฑุฏูˆุฏ ุงู„ูุนู„ ุงู„ุชูŠ ู„ูŠุณุช ู„ู‡ุง ุตู„ุฉ ุจุงู„ู…ุฐุงู‚ ุณูˆู ุชูƒูˆู† ู…ุชูˆุณุทุฉ.
10:42
And using this method,
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ูˆุจุชุจู†ูŠ ู‡ุฐุง ุงู„ู†ู€ู‡ุฌุŒ
10:43
we and other labs,
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ูู‚ุฏ ุฃุชูŠุญ ู„ู…ุฎุชุจุฑู†ุงุŒ ูˆู„ู…ุฎุชุจุฑุงุช ุฃุฎุฑู‰ุŒ
10:46
have investigated how long a time it takes from "food lands on our tongue"
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ุชู‚ู€ูŠูŠู… ุงู„ุฒู…ู† ุงู„ุฐูŠ ูŠู…ุถูŠ ุจูŠู† ู…ู„ุงู…ุณุฉ ุฃู„ุณู†ุชู†ุง ู„ู„ุฃุทุนู…ุฉ
10:50
until our brain has figured out which taste it's experiencing.
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ูˆุงุณุชุดุนุงุฑ ุฃุฏู…ุบุชู†ุง ู„ู„ู…ุฐุงู‚ ุงู„ุฐูŠ ุชุฎุชุจุฑู‡.
10:53
Turns out this occurs within the first already 100 milliseconds,
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ูˆูŠุธู‡ุฑ ุฃู† ู‡ุฐุง ูŠุญุฏุซ ููŠ ุฃูˆู„ 100 ู…ู„ูŠ ุซุงู†ูŠุฉุŒ
10:56
that's about half a second before we even become aware of it.
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ุฃูŠ ุญูˆุงู„ูŠ ู†ุตู ุซุงู†ูŠุฉ ู‚ุจู„ ุดุนูˆุฑู†ุง ุจู‡.
11:00
And next up, we also investigated
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ูˆุจุนุฏ ุฐู„ูƒุŒ ู‚ูŠู‘ู…ู†ุง ุฃูŠุถู‹ู€ุง
11:02
the taste difference between sugar and artificial sweeteners
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ุงู„ุงุฎุชู„ุงู ููŠ ุงู„ุทุนู… ุจูŠู† ุงู„ุณูƒุฑ ุงู„ุทุจูŠุนูŠ ูˆุจูŠู† ุงู„ู…ุณูƒุฑุงุช ุงู„ุตู†ุงุนูŠุฉ
11:05
that in our setup taste extremely similar.
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ูˆุจุฏุง ุฃู†ู‡ู…ุง ู…ุชุดุงุจู‡ุงู† ุชู…ุงู…ู‹ุง ููŠ ุชุฌุฑุจุชู†ุง.
11:08
In fact, they tasted so similar
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ููŠ ุงู„ูˆุงู‚ุนุŒ ู„ู‚ุฏ ูƒุงู†ุง ู…ุชุดุงุจู‡ูŠู† ุฌุฏู‘ุง ููŠ ุงู„ู…ุฐุงู‚
11:10
that half my participants could only barely tell the taste apart,
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ู„ุฏุฑุฌุฉ ุฃู† ู†ุตู ุงู„ู…ุดุงุฑูƒูŠู† ุจุงู„ูƒุงุฏ ุชู…ูƒู†ูˆุง ู…ู† ุชู…ูŠูŠุฒ ุงู„ุทุนู…ุŒ
11:14
while the other half simply couldn't.
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ููŠู…ุง ุนุฌุฒ ุงู„ู†ุตู ุงู„ุขุฎุฑ ุนู† ุฐู„ูƒ.
11:17
But amazingly,
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ู„ูƒู† ุงู„ู…ุฏู‡ุดุŒ
11:18
if we looked across the entire group of participants,
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ู‡ูˆ ุฃู†ู†ุง ุฅุฐุง ู†ุธุฑู†ุง ููŠ ุฃู…ุฑ ุงู„ู…ุดุงุฑูƒูŠู† ูƒู„ู‡ู…ุŒ
11:21
we saw that their brains definitely could tell the taste apart.
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ู„ู€ุชุจูŠู‘ู† ู„ู†ุง ุฃู† ุฃุฏู…ุบุชู‡ู… ุงุณุชุทุงุนุช ุชู…ูŠูŠุฒ ุงู„ุทู‘ูŽุนู… ุจูƒู„ ูˆุถูˆุญ.
11:26
So with EEG and other brain-scanning devices
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ูˆุจุงู„ุชุงู„ูŠ ูุฅู†ู‡ ูˆู…ุน ุงุฎุชุจุงุฑ "EEG" ูˆุฃุฌู‡ุฒุฉ ุงู„ู…ุณุญ ุงู„ุฏู…ุงุบูŠ ุงู„ุฃุฎุฑู‰
11:29
and other physiological measures --
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ูˆู…ุน ุนูˆุงู…ู„ ูุณููŠูˆู„ูˆุฌูŠู‘ุฉ ุฃุฎุฑู‰...
11:31
sweat and pupil size --
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ุงู„ุชุนุฑู‚ ูˆุญุฌู… ุญูŽู€ุฏู‚ู€ุฉ ุงู„ุนูŠู†...
11:33
we have new gateways to our brain.
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ูุฅู† ู„ุฏูŠู†ุง ู…ู€ุฏุงุฎู€ู„ ุฌุฏูŠุฏุฉ ู„ุฃุฏู…ุบุชู€ู†ุง.
11:35
Gateways that will help us remove the barrier of the conscious mind
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ุฅู†ู‡ู€ุง ู…ู€ุฏุงุฎู€ู„ ู…ู† ุดู€ุฃู†ู‡ุง ุงู„ุนู…ู„ ุนู„ู‰ ุฅุฒุงุญุฉ ุญุงุฌุฒ ุงู„ูˆุนูŠ
11:39
to see through the biases of people
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ู„ุชุฎุทูŠ ุชุญูŠู‘ู€ุฒุงุช ุงู„ู†ุงุณ ูˆู…ูŠู€ูˆู„ู€ู‡ุง
11:41
and possibly even capture subconscious taste differences.
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ูˆุฑุจู…ุง ุฅุฏุฑุงูƒ ุชุจู€ุงูŠู†ุงุช ุงู„ุฐูˆู‚ ุงู„ู„ุงูˆุนูŠุฉ.
11:44
And that's because we can now measure people's very first response to food
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ู‡ุฐุง ู„ุฃู†ู†ุง ููŠ ู‡ุฐู‡ ุงู„ุขูˆู†ุฉ ุฃุตุจุญ ุจู…ู‚ุฏูˆุฑู†ุง ู‚ูŠุงุณ ุงู„ุงู†ุทุจุงุน ุงู„ุฃูˆู„ ู„ุชุฐูˆู‚ ุงู„ุทุนุงู… ู„ุฏู‰ ุงู„ู†ุงุณ
11:49
before they've become conscious of it,
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ู‚ุจู„ ุฃู† ูŠูƒู€ูˆู‘ู†ูˆุง ูˆุนู€ูŠู‹ู€ุง ุจุดุฃู†ู‡ุŒ
11:50
and before they've started rationalizing why they like it or not.
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ูˆู‚ุจู„ ุฃู† ูŠุดุฑุนูˆุง ููŠ ุชุญุฏูŠุฏ ู…ุง ุฅุฐุง ูƒุงู†ูˆุง ูŠุญุจูˆู† ุฐู„ูƒ ุงู„ุทุนู… ุฃู… ู„ุง.
11:54
We can measure people's facial expressions,
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ุฅู† ุจู…ู‚ุฏูˆุฑู†ุง ุงุณุชุดุนุงุฑ ุชุนุจูŠุฑุงุช ูˆุฌูˆู‡ ุงู„ู†ุงุณุŒ
11:56
we can measure where they're looking,
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ูˆุจู…ู‚ุฏูˆุฑู†ุง ุงุณุชุดุนุงุฑ ุฅู„ู‰ ุฃูŠู† ูŠุชุทู€ู„ุนูˆู†ุŒ
11:59
we can measure their sweat response,
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ูˆุจู…ู‚ุฏูˆุฑู†ุง ุงุณุชุดุนุงุฑ ุชุนุฑู‚ู‡ู…ุŒ
12:01
we can measure their brain response.
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ูˆุจู…ู‚ุฏูˆุฑู†ุง ุงุณุชุดุนุงุฑ ุฑุฏ ูุนู„ ุงู„ุฏู…ุงุบ.
12:04
And with all these measures,
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ู…ู† ุฎู„ุงู„ ูƒู„ ู‡ุฐู‡ ุงู„ุฅุดุนุงุฑุงุชุŒ
12:06
we are going to be able to create tastier foods,
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ุณูˆู ู†ูƒูˆู† ู‚ุงุฏุฑูŠู† ุนู„ู‰ ุฅุนุฏุงุฏ ุทุนุงู…ู ุฃุดู‡ู‰ุŒ
12:08
because we can measure whether people actually like
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ู„ุฃู†ู†ุง ู†ุณุชุทูŠุน ุฃู† ู†ุณุชุดุนุฑ ู…ุง ุฅุฐุง ูƒุงู† ุงู„ู†ุงุณ ูุนู„ุง ูŠุญุจูˆู†
12:10
that sugar-reduced milkshake.
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ู…ุดุฑูˆุจ ุงู„ุญู„ูŠุจ ุงู„ู…ุฎููˆู‚ ุงู„ู…ูุญูŽู„ู‘ู‰ (ู…ูŠู„ูƒ ุดูŠูƒ)ุŒ ุฃู… ู„ุง.
12:12
And we can create healthier foods without compromising taste,
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ูˆู†ุณุชุทูŠุน ุฃูŠุถู‹ุง ุฃู† ู†ุนุฏู‘ ุฃุทุนู…ุฉ ุตุญูŠุฉ ุฃูƒุซุฑ ุฏูˆู† ุงู„ุชู†ุงุฒู„ ุนู† ุงู„ู…ุฐุงู‚ุŒ
12:16
because we can measure the response to different sweeteners
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ู„ุฃู† ุจู…ู‚ุฏูˆุฑู†ุง ุงุณุชุดุนุงุฑ ุงู„ุงู†ุทุจุงุน ุงู„ุฎุงุต ุจู…ูˆุงุฏ ุณูƒุฑ ุงู„ุชุญู„ูŠุฉ ุงู„ู…ุฎุชู„ูุฉ
12:19
and find the sweetener that gives the response that's more similar
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ูˆุชูˆููŠุฑ ู…ุงุฏุฉ ุงู„ุชุญู„ูŠุฉ ุงู„ุชูŠ ุชุนุทูŠ ุฃูƒุซุฑ ุงู„ู…ุฐุงู‚ุงุช ุชุดุงุจู‡ู‹ุง
12:22
to the response from sugar.
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ู…ุน ุงู„ู€ุณู‘ููƒูŽุฑ ุงู„ุทุจูŠุนูŠ.
12:24
And furthermore, we can just help create healthier foods,
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ูˆู…ู† ู†ุงุญูŠุฉ ุฃุฎุฑู‰ุŒ ูุฅู† ุจู…ู‚ุฏูˆุฑู†ุง ุฅุนุฏุงุฏ ุฃุทุนู…ุฉ ุตุญูŠุฉ ุฃูƒุซุฑ
12:26
because we can help understand how we actually sense food
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ู„ุฃู†ู†ุง ู†ุณุชุทูŠุน ุงู„ู…ุณุงุนุฏุฉ ุนู„ู‰ ุฅุฏุฑุงูƒ ุฅุญุณุงุณู†ุง ุงู„ุญู‚ูŠู‚ูŠ ุจุงู„ุทุนุงู…
12:29
in the first place.
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ููŠ ุงู„ู…ู‚ุงู… ุงู„ุฃูˆู„.
12:31
Which we know surprisingly little about.
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ู†ุญู† ู„ุง ู†ุฒุงู„ ููŠ ุนุฌุจู ู…ู† ุฃู…ุฑู†ุง ุจุนุถ ุงู„ุดูŠุก.
12:34
For example, we know that there are those five basic tastes,
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ุนู„ู‰ ุณุจูŠู„ ุงู„ู…ุซุงู„ุŒ ู…ุน ุงู„ุชุณู„ูŠู… ุจุชู„ูƒ ุงู„ู…ุฐุงู‚ุงุช ุงู„ุฎู…ุณุฉ ุงู„ุฑุฆูŠุณูŠุฉุŒ
12:37
but we strongly suspect that there are more,
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ูุฅู† ู‡ู†ุงู„ูƒ ู…ุง ูŠุฑุฌุญ ุจู‚ูˆุฉู ุฃู† ู‡ู†ุงูƒ ุงู„ู…ุฒูŠุฏ.
12:40
and in fact, using our EEG setup, we found evidence that fat,
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ููŠ ูˆุงู‚ุน ุงู„ุฃู…ุฑุŒ ูˆุจุงุณุชุฎุฏุงู… ุงุฎุชุจุงุฑ "EEG" ูˆุฌุฏู†ุง ุฃู† ุงู„ุฏู‘ูŽุณู…ุŒ
12:45
besides being sensed by its texture and smell,
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ุจุงู„ุฅุถุงูุฉ ุฅู„ู‰ ุงุณุชุดุนุงุฑู†ุง ู„ู‡ ุจู‚ูˆุงู…ู‡ ูˆุจุฑุงุฆุญุชู‡ุŒ
12:47
is also tasted.
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ูุฅู†ู†ุง ุฃูŠุถู‹ุง ู†ุชุฐูˆู‚ู‡.
12:49
Meaning that fat could be this new sixth basic taste.
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ู…ุง ูŠุนู†ูŠ ุฃู† ุงู„ุฏู‘ุณู€ู… ุฑุจู…ุง ูŠุดูƒู‘ู€ู„ ุฐุงุฆู‚ู€ุฉ ุณุงุฏุณุฉ ุฌุฏูŠุฏุฉ.
12:53
And if we figure out how our brain recognizes fat and sugar,
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ูˆุฅุฐุง ุชูˆุตู‘ู€ู„ู†ุง ุฅู„ู‰ ูƒูŠููŠุฉ ุฅุฏุฑุงูƒ ุฃุฏู…ุบุชู†ุง ู„ู„ู€ุฏู‘ุณู… ูˆุงู„ู€ุณู‘ููƒูŽุฑุŒ
12:57
and I'm just dreaming here,
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ูˆู„ูˆ ุฃู†ู†ูŠ ููŠ ุทูˆุฑ ุงู„ุชู…ู†ู‘ูŠ ุงู„ุขู†ุŒ
12:59
but could we then one day
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ูˆู„ู€ูƒู† ู‡ู„ ุณูŠุฃุชูŠ ุนู„ูŠู†ุง ูŠูˆู…ูŒ
13:00
create a milkshake with zero calories that tastes just like the real deal?
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ูˆู‚ุฏ ุฃุนุฏุฏู†ุง (ู…ูŠู„ูƒ ุดูŠูƒ) ุฎุงู„ูŠู‹ุง ู…ู† ุงู„ุณู‘ูุนุฑุงุช ุงู„ุญุฑุงุฑูŠุฉ ู…ุน ุญู„ุงูˆุฉ ุงู„ู…ุฐุงู‚ ููŠ ู†ูุณ ุงู„ูˆู‚ุชุŸ
13:06
Or maybe we figure out that we can't,
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ุฃูˆ ุฑุจู…ุง ู†ูƒุชุดู ุฃู†ู†ุง ู„ุง ู†ุณุชุทูŠุนุŒ
13:09
because we subconsciously detect calories
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ู„ุฃู† ุฃุฌุณุงู…ู†ุง ุชุณุชู€ู‚ุจู„ ุงู„ุณู‘ูุนุฑุงุช ุงู„ุญุฑุงุฑูŠุฉ ุนู„ู‰ ู†ุญูˆู ู„ุง ุดุนูˆุฑูŠ
13:11
via our receptors in our gastrointestinal tract.
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ู…ู† ุฎู„ุงู„ ู…ุณุชู‚ุจู„ุงุช ููŠ ุฌู‡ุงุฒู†ุง ุงู„ู‡ุถู…ูŠู‘.
13:15
The future will show.
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ูˆุฅู†ู‘ ุงู„ู…ุณู€ุชู‚ุจู€ู„ ู„ุขุชู.
13:17
Our conscious experience of food
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ุฅู† ู…ุนุงูŠู†ุชู€ุง ุงู„ุญู€ุณู‘ูŠุฉ ู„ู„ุทุนู€ุงู…
13:20
is just the tip of the iceberg of our total sensation of food.
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ู‡ูŠ ุงู„ุฌุฒุก ุงู„ุธุงู‡ุฑ ูู‚ุท ู…ู† ุฅุญุณุงุณู†ุง ุงู„ูƒุงู…ู„ ุจู…ุง ู†ุณุชุทุนู…ู‡.
13:25
And by studying this total sensation,
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ูˆู…ู† ุฎู„ุงู„ ุฏุฑุงุณุฉ ู‡ุฐุง ุงู„ุฅุญุณุงุณ ุงู„ูƒูู€ู„ู‘ูŠู‘ุŒ
13:28
conscious and subconscious alike,
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ููŠ ุงู„ู€ู€ูˆุนู€ูŠ ูˆุงู„ู„ุงูˆุนู€ู€ูŠ ุนู„ู‰ ุงู„ุณูˆุงุกุŒ
13:31
I truly believe that we can make tastier and healthier foods for all.
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ูุฅู†ู†ูŠ ุฃุคู…ู† ุจุฃู†ู†ุง ู†ุณุชุทูŠุน ุฅุนุฏุงุฏ ุฃุทุนู…ุฉ ุฃุดู‡ู‰ ุฐุงุช ู‚ูŠู…ุฉ ุตุญูŠู‘ุฉ ุฃุนู„ู‰ ู„ูƒู„ ุงู„ู†ู€ุงุณ.
13:35
Thank you.
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ุดูƒุฑู‹ ู„ูƒู….
13:36
(Applause)
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(ุชุตููŠู‚)
ุญูˆู„ ู‡ุฐุง ุงู„ู…ูˆู‚ุน

ุณูŠู‚ุฏู… ู„ูƒ ู‡ุฐุง ุงู„ู…ูˆู‚ุน ู…ู‚ุงุทุน ููŠุฏูŠูˆ YouTube ุงู„ู…ููŠุฏุฉ ู„ุชุนู„ู… ุงู„ู„ุบุฉ ุงู„ุฅู†ุฌู„ูŠุฒูŠุฉ. ุณุชุฑู‰ ุฏุฑูˆุณ ุงู„ู„ุบุฉ ุงู„ุฅู†ุฌู„ูŠุฒูŠุฉ ุงู„ุชูŠ ูŠุชู… ุชุฏุฑูŠุณู‡ุง ู…ู† ู‚ุจู„ ู…ุฏุฑุณูŠู† ู…ู† ุงู„ุฏุฑุฌุฉ ุงู„ุฃูˆู„ู‰ ู…ู† ุฌู…ูŠุน ุฃู†ุญุงุก ุงู„ุนุงู„ู…. ุงู†ู‚ุฑ ู†ู‚ุฑู‹ุง ู…ุฒุฏูˆุฌู‹ุง ููˆู‚ ุงู„ุชุฑุฌู…ุฉ ุงู„ุฅู†ุฌู„ูŠุฒูŠุฉ ุงู„ู…ุนุฑูˆุถุฉ ุนู„ู‰ ูƒู„ ุตูุญุฉ ููŠุฏูŠูˆ ู„ุชุดุบูŠู„ ุงู„ููŠุฏูŠูˆ ู…ู† ู‡ู†ุงูƒ. ูŠุชู… ุชู…ุฑูŠุฑ ุงู„ุชุฑุฌู…ุงุช ุจุงู„ุชุฒุงู…ู† ู…ุน ุชุดุบูŠู„ ุงู„ููŠุฏูŠูˆ. ุฅุฐุง ูƒุงู† ู„ุฏูŠูƒ ุฃูŠ ุชุนู„ูŠู‚ุงุช ุฃูˆ ุทู„ุจุงุช ุŒ ูŠุฑุฌู‰ ุงู„ุงุชุตุงู„ ุจู†ุง ุจุงุณุชุฎุฏุงู… ู†ู…ูˆุฐุฌ ุงู„ุงุชุตุงู„ ู‡ุฐุง.

https://forms.gle/WvT1wiN1qDtmnspy7