© Distribution of this video is restricted by its owner
00:05 | today we will talk about all factions no factor information processing. So we |
|
|
00:12 | touched upon. And when we talked COVID-19 at the very beginning of the |
|
|
00:18 | . And we said that there is 19 infections. And there's ways in |
|
|
00:24 | covid can enter into the brain. so one of the ways that covid |
|
|
00:28 | enter into the brain is through the epithelium. And that's because there are |
|
|
00:34 | cells and that helium to which the can find and interact with. And |
|
|
00:41 | because there's physically administrations and describe reform physical administrations in this place. So |
|
|
00:49 | allows for an infection to enter through uh cooper form playing a little factory |
|
|
00:56 | helium. You look at the olfactory may have done rides of the olfactory |
|
|
01:03 | cells and then you have this silly factory yourself for cells you have the |
|
|
01:08 | and then you have the axons and accents coming in will form cranial nerve |
|
|
01:14 | or olfactory nerve that will project into olfactory bulb where it will sign ups |
|
|
01:19 | the secondary order of factory neurons surrounding cells, backward receptor cells you have |
|
|
01:28 | cells and you have supporting cells and look into the structure a little bit |
|
|
01:33 | again when we talk about covid 19 the very end of this semester. |
|
|
01:38 | how do we generate a sense of ? What is smell smell is odor |
|
|
01:45 | that are in the air and those molecules entry into our nasal cavity. |
|
|
01:50 | we smell them. And the process which this happens is that deodorant and |
|
|
01:57 | nucleus bind directly to one of the receptor molecules located in the membranes of |
|
|
02:05 | A. So this is a receptor . This is an odorant molecule that's |
|
|
02:10 | bind to that receptor. It's ju couple signaling will activate it in a |
|
|
02:15 | cyclist. It will increase cyclic GMP so that's I click A and |
|
|
02:22 | Is going to keep the mixed cat channel open. It's mixed cat ion |
|
|
02:28 | because the channel is permissible to vote and sodium. However, most of |
|
|
02:34 | deep polarization is not really gonna come the flux of sodium and calcium into |
|
|
02:39 | psyllium. And rather the increase in concentrations here will result in regulation of |
|
|
02:47 | chloride channel. So this is something haven't seen before. This is an |
|
|
02:51 | gated ion channel. So in this calcium two plus is regulating the opening |
|
|
02:58 | chloride channel, chloride channel opening and leaving the south negative charges leaving the |
|
|
03:06 | will contribute to the greatest amount of deep polarization in the membrane that you're |
|
|
03:12 | in these cells. So once again have the cilia. Yeah the den |
|
|
03:17 | whether receptive potential is generated so much generate action potentials of those action |
|
|
03:24 | Factory term will be communicated to the evolved. What's interesting is within the |
|
|
03:43 | epithelium. You have a variety of cells. And what distinguishes these different |
|
|
03:52 | cells is that they express a single receptor protium, it's a specific party |
|
|
03:59 | that they express in their memory. that Protium for example if the south |
|
|
04:05 | one some type of program it's shown is green, blue, orange |
|
|
04:12 | dark green, dark blue and so . Over here, each color represents |
|
|
04:16 | fact that each one of those all expresses a different receptor protein. Does |
|
|
04:22 | mean that those cells green sauce are going to be responsive to one |
|
|
04:28 | No, they will be responsive, too many odors. But how they |
|
|
04:33 | to that motor is going to differ when owners activate the factory and the |
|
|
04:39 | they don't activate just one side back cells. And these cells are randomly |
|
|
04:44 | throughout the olfactory epithelium. And so you expose the nose to sell smell |
|
|
04:50 | citrus you will see that green cells the pro team receptor protein that's very |
|
|
04:56 | binds to the odorant molecules that represents . This the Turpin's or the small |
|
|
05:02 | and citrus. But the blue sauce just produce a few actual potential. |
|
|
05:06 | the red sauce will be silent. the other hand, the floral cell |
|
|
05:11 | induce a different pattern in the green of actual potential fire. It will |
|
|
05:17 | the blue sauce the greater extent and activate bread cells. So this would |
|
|
05:21 | a floral surmount. A peppermint smell activate all three types of cells but |
|
|
05:26 | blue cells will be activated just to very small extent and almond as you |
|
|
05:31 | see almond descent activated green cells. this is just an example of three |
|
|
05:36 | of cells and four types of odors are presented to these three types of |
|
|
05:41 | . Within reality you have hundreds of different types of cells and you have |
|
|
05:48 | of different voters. That we are by our environments. That information from |
|
|
05:56 | olfactory nerve will travel through the crew plate and synapse onto the secondary order |
|
|
06:04 | neurons which are found in the olfactory . And where the synapse on this |
|
|
06:09 | where you have a specialized location called . The structure of luminaria list is |
|
|
06:17 | unlike different receptor cells that are randomly throughout the helium. In the culinary |
|
|
06:24 | list, all of the green cells converge onto single memorial. So |
|
|
06:29 | Valueless to process information from all of green styles from all of the cells |
|
|
06:34 | just have that receptor protein and That will be the materialistic processes from |
|
|
06:40 | cells. Another receptor protein odors and processes Blue south. So here you |
|
|
06:48 | a map now you have a map activity. So you have a structure |
|
|
06:53 | distributed cells and at least randomly distributed converge onto the glimmering analysts and you |
|
|
07:00 | the map of the odors that could represented that. So if you activate |
|
|
07:05 | green red and blue cells to a extent it will also activate the glue |
|
|
07:11 | a list of the certain extent. Oder said with strong for the green |
|
|
07:16 | like citrus will activate the green blue a list of the very strong |
|
|
07:20 | So all of the circuits and cells the glove, aerialists processing the citrus |
|
|
07:25 | be very active during that smile, they will not be as active. |
|
|
07:29 | red sauce will not be active at during the citrus smell. Now from |
|
|
07:36 | olfactory bulb, the secondary order neurons project onto the whole factory do brickell |
|
|
07:44 | all factory biblical. This is now often tracked, okay. And the |
|
|
07:51 | track goes into the olfactory recall. there it goes into the medial dorsal |
|
|
07:56 | of the thalamus and prepare goes into orbitofrontal cortex. But as if you |
|
|
08:02 | there is a division of these fibers , bell factor cortex and related temporal |
|
|
08:07 | structures. So it is almost like emergence of this olfactory signal. One |
|
|
08:13 | it is being processed through thalamus to cortex which we would say more, |
|
|
08:17 | like a conscious contemplated processing of the Perception and the other one is primitive |
|
|
08:26 | of neural circuits directly from the factory . Now this is an experiment in |
|
|
08:36 | we're looking at the surface of the and this is a rodent brain. |
|
|
08:41 | if you remember rodents have these massive involves because their life and their |
|
|
08:49 | they're dependent on smelling things to find and whisking around. So we looked |
|
|
08:54 | the somatosensory system. Now if you the skull and you shave the skull |
|
|
09:00 | the rides to very thin so where becomes a translucent window you can actually |
|
|
09:05 | or factor involved. And when we about imaging techniques, we talked about |
|
|
09:11 | imaging techniques. We talked about M. R. I. We |
|
|
09:15 | about pet scans and we said that imaging techniques image metabolism, the image |
|
|
09:22 | , blood flow and metabolism of But when we visualize activity experimentally in |
|
|
09:30 | neuroscience setting, we can have different . We already alluded to calcium sensitive |
|
|
09:36 | that dies. That shows fluctuations of . We talked about that when we |
|
|
09:40 | about synaptic transmission and release of the where you saw the imaging study that |
|
|
09:47 | rises locally in the castle levels. in this case, what we're looking |
|
|
09:52 | is that this is the macroscopic view the factory boat. And we're using |
|
|
09:59 | diet that's sensitive to counsel. And it's also very meaningful to use the |
|
|
10:04 | for calcium because it's calcium dependent chloride that caused most of the deep polarization |
|
|
10:10 | these cells. So when we look the olfactory ball and the rat is |
|
|
10:16 | to high school prom bill. Uh Glades which is minty smell, minty |
|
|
10:22 | . This is the glamorous realist that active by minty smell another one and |
|
|
10:27 | third one. So it seems to this is the map of minty smell |
|
|
10:32 | the olfactory ball and this is the on the ride of the fruity |
|
|
10:39 | And now you can see the fruity will activate distinct luminaria light at different |
|
|
10:43 | mary right from what the DNT smell activated. So first of all you |
|
|
10:48 | this underlying structure and then you have activity that imaging and disciplinarian lives on |
|
|
10:58 | of that structure. And as you the activity to different smells, you |
|
|
11:04 | a functional map activity map for minty . The functional activity map for fruity |
|
|
11:14 | . You can get into even more . This is pining and citrusy. |
|
|
11:20 | alpha pining is a turkey. So lot of things that you smell odors |
|
|
11:26 | turkeys. Octonal alpha pining Jackson. there are shorter carbon length. These |
|
|
11:33 | organic chemistry molecules carbons 123456 carbon long , 12345678 carbon long molecule. Okay |
|
|
11:46 | can count 12345678 carbon long molecule. the life of the molecule is important |
|
|
11:55 | the shorter is the molecule, the number of carbons it has, the |
|
|
11:59 | volatile it is. These are the that spread very easily. These are |
|
|
12:03 | smiles on the perfume industry or in shampoos or soaps or candles will be |
|
|
12:09 | Top notes Russia is the bottom So this is the lab for alpha |
|
|
12:15 | anywhere you see the green mamba really and the cells activated. This is |
|
|
12:21 | map for the Pyrenees following. This the map in red for the citrus |
|
|
12:27 | . This isn't gonna piney smell and grass smell. And this is citrus |
|
|
12:34 | . Yes. Does the in Cairo that's still like the orientation of it |
|
|
12:39 | how it smells too? Like if D and something or else something, |
|
|
12:46 | you repeat the question? Like in adam? So I dont Adams that |
|
|
12:49 | like four different groups attached to the because yeah, of course the variations |
|
|
12:55 | structural variations of these molecules will determine different changes, smells. I'm not |
|
|
13:03 | though, if the are you talking as a university, I think it |
|
|
13:07 | slightly be a different smile too. in a different configuration trans versus says |
|
|
13:13 | or maybe strong versus weak, but quote me on that. I'll tell |
|
|
13:19 | we need to program this. Uh now when we talk about rodents is |
|
|
13:26 | thing, this is all factory This is really nice spouse. But |
|
|
13:31 | about human brain, does that mean have smell maps? Does that mean |
|
|
13:35 | have a map for flowers map for and grapes in the bathroom. We |
|
|
13:44 | . And this map is not limited a factory ball. The connections have |
|
|
13:49 | cortical areas. So this is a ins and this is inhaling flour, |
|
|
13:55 | ins and this is a minty This is a rose map. This |
|
|
13:59 | a banana map. This is a map. And if you look inside |
|
|
14:03 | brain, functional imaging of the brain the person is smiling something, it's |
|
|
14:08 | just a factory bald, it's a load, it's a frontal load. |
|
|
14:13 | psycho physiological effect. It's actually physiological . A lot of times we think |
|
|
14:20 | when we talk about aromatherapy, it's psychological, in what sense? If |
|
|
14:27 | look at what I'm telling you it's the physiology of the odorant molecules |
|
|
14:33 | to the cilia changing activity in your and establishing a certain math and that |
|
|
14:41 | influence how you feel and how you . You smell bathroom and it's |
|
|
14:45 | I don't want to be there, going to go away. You smell |
|
|
14:48 | who's smelling really pleasant, you're going be attractive and you're gonna follow, |
|
|
14:52 | know, so or or or things gonna want to eat because it smells |
|
|
14:57 | good or it's gonna repulsive because it's not. So there's a map for |
|
|
15:03 | of the smiles inside your head. there are also renditions of these maps |
|
|
15:11 | artists, okay? And this is rendition of a map by kate mclean |
|
|
15:22 | what a turkey. So when you around and you're smelling things that smelling |
|
|
15:26 | odor molecules are smelling the start means of the large group of volatile and |
|
|
15:32 | hydrocarbons found in essential oils of plants found affairs and citrus streets, they're |
|
|
15:37 | on a cyclic molecule having the formula 10 h 16 months of most of |
|
|
15:43 | are 10 carbon long chains. But not all bacteria produce a lot of |
|
|
15:52 | years and that's why the bathroom stinks they go to the bathroom. So |
|
|
15:57 | everywhere, everywhere smells and turbines and molecules are pretty much everywhere except for |
|
|
16:03 | know, yes. Things that are concrete. And then when we say |
|
|
16:10 | still has a smile, concrete still a smell. It was this |
|
|
16:14 | plastic still has a smell. I know what it is. Maybe synthetic |
|
|
16:19 | maybe not natural oder but it's And so this is the small maps |
|
|
16:27 | you have inside the brains. The is do we have small maps for |
|
|
16:31 | world that we live in? we do. We don't pay as |
|
|
16:36 | attention to them when we have all our senses attacks. So as humans |
|
|
16:41 | rely a lot of on sound and before we walk up and explore |
|
|
16:46 | For example when you come up close you start smiling things. But if |
|
|
16:54 | person is blind for example, their is different the way they perceive the |
|
|
17:00 | , the way they follow the cues the outside world are not visual |
|
|
17:05 | there's gonna be other cues and their are gonna tune in a lot more |
|
|
17:10 | the other senses. So tuning in sound, tuning into smiles. Samara |
|
|
17:21 | think about when you see a blind walking with their blind stick. It's |
|
|
17:27 | because they have special sound on the indicating that it's safe to cross and |
|
|
17:34 | things with an extension of your essentially touching everything. And then when |
|
|
17:39 | can come closely you actually are touching read it. So other animals for |
|
|
17:47 | , rely much more on the smell of the outside world. They don't |
|
|
17:53 | as good as the vision or hearing they have to rely on as a |
|
|
17:58 | of sensor and all factor information have smell things out. They can't see |
|
|
18:02 | they can smell from far away They'll go out for a hunt, |
|
|
18:07 | will not be, you know, , they'll be smiling something first. |
|
|
18:13 | and so this is really cool, is an artist kate Mclean and she |
|
|
18:18 | a map of the editor. So you're seeing the green, anywhere you're |
|
|
18:27 | these green dots, it's a concentration sea sand and beach spells. So |
|
|
18:34 | , you look at this, there's lot of beach from the side of |
|
|
18:37 | , there's a couple of smaller sandy , there's a big one over |
|
|
18:42 | there's a beach right here too. smells like beach in that town. |
|
|
18:46 | what she did is she walked around town and then everywhere you're seeing |
|
|
18:51 | So what do we have a lot in Edinburgh here, a lot of |
|
|
18:57 | . So there's a lot of blue and everywhere you see blue smells or |
|
|
19:04 | blue lines is where there's the beer and the blue where there's the highest |
|
|
19:11 | of markets, hotspots. So, then there is for example, an |
|
|
19:18 | is fish and chips shops, there's lot of them in Edinburgh to fish |
|
|
19:23 | chips is fried fish and chips are fries. So fish and chips. |
|
|
19:29 | anywhere you see that dark blue that's where you have fish and |
|
|
19:35 | So if you walked around the city she says, I smell like |
|
|
19:38 | it smells like beach, it's going . Well, it still smells a |
|
|
19:42 | bit like beach. Oh, it like a brewery. It smells |
|
|
19:46 | Like a bruise is stronger like a . Now you may, you may |
|
|
19:52 | that, okay, this is all and deadly. This is an artist |
|
|
19:56 | of the outside world of the spell . Now, imagine if this was |
|
|
20:02 | map that you could present a blind in braille. So instead of a |
|
|
20:09 | map, we just think about It's quite difficult. Many buildings, |
|
|
20:16 | crossroads. This gives you a general , I'm in the brewery smell area |
|
|
20:25 | actually you could use this as an tool to support your senses to where |
|
|
20:31 | are located. Ah if you can , the map that you will have |
|
|
20:39 | the braille of the city is only good as you can touch things and |
|
|
20:43 | around the salads, but this is really valuable and I don't think it's |
|
|
20:49 | utilized right now. So when we about different things in neuroscience during this |
|
|
20:54 | and tell that you guys are gonna and make this happen, you're gonna |
|
|
20:59 | questions. So the map of spouse the blind of the buildings of the |
|
|
21:07 | of their environments so that they know they're walking in a that smell and |
|
|
21:13 | smell is that location. It's this . Is that? So think about |
|
|
21:21 | . So the person who has answered should take about the different molecules, |
|
|
21:26 | structures the uh eyes unversity R. . D. All of these things |
|
|
21:37 | ? The orientation is dr Luca The doctors, Luca Turin is a |
|
|
21:44 | god he's a physicist and he is scientist then develops the most expensive perfumes |
|
|
21:51 | the world and he's written a book The Secret of Sound. And so |
|
|
21:55 | recommend for you this is a pleasure secret of sent if you want to |
|
|
22:02 | how somebody actually designs a product that certain smells and why that product would |
|
|
22:11 | over others. So he has a system that's based on science both on |
|
|
22:17 | and on physics smells that resonance that . They have their own frequencies of |
|
|
22:26 | the cilia that there are resonant frequencies smells and mixing them, gives them |
|
|
22:33 | best success in in in in in job which is being a perfume |
|
|
22:42 | So now there's something really interesting about and I already may have eluded that |
|
|
22:50 | there's you can send a note, doubt voice mail digitally. You can |
|
|
23:00 | the picture literally picture from your you can touch somebody over distance because |
|
|
23:11 | have a remote control surgeries that have but you cannot send smell turning |
|
|
23:23 | Yeah, perfume industry knows about that may have done this extensively for every |
|
|
23:34 | . Almost every magazine unless it's like or something like that or something |
|
|
23:39 | News will have tabs for perfumes and open that tab and you smell that's |
|
|
23:48 | only thing but that's in print and is physical. It's not it's |
|
|
23:53 | it's not digital. Now imagine you coming up with another thing for the |
|
|
24:01 | little device, little devices like a but instead of ink and having these |
|
|
24:10 | in colors, it has different odorant of the storage, these different codes |
|
|
24:18 | you saw green, red, and you have these odorant molecules. |
|
|
24:23 | now somebody send you a message on computer and that message is I'm sending |
|
|
24:31 | a bouquet of roses and you click your message on the email and the |
|
|
24:39 | that is sitting on the computer, releases the smell of roses. The |
|
|
24:45 | of odor molecules and turbulence that reproduces of rose, You know this is |
|
|
24:55 | future 22nd century maybe. But on very interesting way again people that are |
|
|
25:03 | senses this becomes very important. So it's a station rather than the personal |
|
|
25:08 | , maybe it's a station where people come and smell different things and learn |
|
|
25:13 | smelling different things digitally. Uh So now these shorter molecules are the |
|
|
25:23 | carbon molecules and in the perfume industry called Tavernas, they usually reveal themselves |
|
|
25:30 | seconds to minutes. The longer molecules notes that last sentence two hours and |
|
|
25:37 | longest bottom known molecules last hours to . So most of the high end |
|
|
25:45 | that are expensive are designed to contain full complement top part of the bottom |
|
|
25:52 | , Campbell's that are expensive. You , typically I don't know $20 up |
|
|
25:57 | candles. A lot of times they describe tom bottom nodes or hard nodes |
|
|
26:04 | they're designed and so that there's smells around. The early smells are very |
|
|
26:11 | , usually citrusy smells and the late are very woody and very animalistic. |
|
|
26:17 | woody like other would would like uh smell almost like sweat skunk which is |
|
|
26:27 | used as a base in the perfume . Have you have you ever heard |
|
|
26:31 | ambergris that comes from Wales? It's stinky kind of gooey and very potent |
|
|
26:39 | substances. So we as humans And dogs actually can smell only carbon molecules |
|
|
26:49 | a 16 carbon long, we cannot molecules that are longer. So we |
|
|
26:55 | talk about medical cannabinoids of medical cannabis cannabis is notorious for having a really |
|
|
27:02 | smile. So you know if somebody cannabis, I'm not saying it's marijuana |
|
|
27:09 | because it's actually the same thing. you know that somebody has candidates and |
|
|
27:15 | even tell my kids that if it then you know what it is, |
|
|
27:20 | it doesn't and some white powder, really don't know what it is. |
|
|
27:26 | know? So cannabis has really strong , it has a lot of Turpin's |
|
|
27:34 | that's what smells in cannabis. Cannabinoid or 22 carbons or longer, so |
|
|
27:40 | cannot smell them and the dogs cannot Canavan resigned. So when the dogs |
|
|
27:46 | by police and law enforcement were trained find Canada's marijuana, they used to |
|
|
27:53 | trained to find a certain turpentine and european is also in all happy all |
|
|
28:02 | and that therapy this in fact is in hops and it's also enclosed. |
|
|
28:08 | you were here when dogs were being and said like, oh, false |
|
|
28:13 | with his false positive hit, that the dog smelled something a therapy in |
|
|
28:18 | says it's cannabis because it's trained But guess what? It's actually |
|
|
28:24 | which is legal or it's closed, is also legal because the same Turpin's |
|
|
28:30 | turbines will be in cannabis, the lavender terminals will be cannabis. So |
|
|
28:36 | why right now, for example, are not even being trained to Chicago |
|
|
28:42 | smell um Canada is because it's it's many over, too much overlap would |
|
|
28:49 | . Too much overlap with other So typically when you go to the |
|
|
28:55 | and you want to pick out And let's say you're picking out of |
|
|
29:01 | , the first thing you're gonna do you're gonna look at it, this |
|
|
29:03 | looks good, then you're gonna pick and you're gonna inspect it visually. |
|
|
29:09 | it have any bruises on it? it you know, cut someplace, |
|
|
29:13 | know, maybe you're going to look the texture of it. And then |
|
|
29:18 | thing that you are very likely to is smell it Well. Yeah, |
|
|
29:22 | tap it. Do you smell? then if you get it really |
|
|
29:27 | now this is part of the routine good in senior grocery basket. You |
|
|
29:34 | through the same routine, you tap then you lift it up kind of |
|
|
29:38 | smile, you put it back and go for the next one. One |
|
|
29:45 | we've been trained that things that are things that are smelled, they're |
|
|
29:51 | they're alive, they're natural. A example is Fresh Dill versus dr |
|
|
29:59 | Fresh Dill. A branch of fresh can smell up the whole house like |
|
|
30:04 | dried dill, you can have a full of dried dill City. It's |
|
|
30:08 | because a lot of these volatile molecules the drying process for the herbs for |
|
|
30:14 | vegetables, they evaporate, they're no there where they destroyed by whatever processing |
|
|
30:22 | involved. So typically better. And the fresher the flower, the fresher |
|
|
30:27 | fruit and it's also warning about Europeans, I'm not saying that we're |
|
|
30:33 | to Turpin's, there's a lot of that we're allergic to most of pollen |
|
|
30:37 | the biggest algorithm that is out But when we smell cut grass, |
|
|
30:42 | know that there's going to be pollen that cut grass and we're not gonna |
|
|
30:46 | over there, we're gonna stay on side of the street because we may |
|
|
30:49 | allergic to cut grass. So it's warning sign to it's also an |
|
|
30:58 | So were you attracted to circum fruit vegetables Because of their smile. You're |
|
|
31:03 | to certain people because of their smile choosing a maid. Sometimes this might |
|
|
31:09 | one of the most powerful, most things that smell. And a lot |
|
|
31:16 | times it is non conscious. So not something you're thinking about. But |
|
|
31:21 | me, if you are the person you don't like her is smell. |
|
|
31:25 | difficult. Despite under Damian's Yeah, hope you like this smells perfectly |
|
|
31:37 | And we were trained. You we're trying to like smell our family |
|
|
31:41 | stuff. It's like so many memories with smiles and smiles are not just |
|
|
31:46 | passive. So aroma sacrificial theology, psycho. It changes your psyche |
|
|
31:56 | I'm gonna relax. Is it the effect? Maybe it is a placebo |
|
|
32:02 | . But if you ask the guys pharmacology department, placebo effect accounts for |
|
|
32:08 | of a change. So give me placebo effect. I'll relax. 30% |
|
|
32:13 | maximum with lavender, you know, physiology. Why? Because its brain |
|
|
32:20 | , it's brain maps it's activity. decision making. You go to sit |
|
|
32:24 | the table, you're going to visit , you're gonna purchase this product |
|
|
32:30 | A lot of it is for but a lot of it is for |
|
|
32:36 | . How do you expose people to to fruits and vegetables? You |
|
|
32:41 | there's a whole system behind it. studies of behaviors and habits and and |
|
|
32:49 | economics is another very interesting. So are what I see are emerging new |
|
|
32:55 | that are related to processing or factory , aroma psycho physiology, your economic |
|
|
33:03 | . It's also very much tied with and new economics in general is about |
|
|
33:10 | decision to click or not to That is the question because once you |
|
|
33:19 | they got you They got the they got your $20 credit card |
|
|
33:27 | Maybe your age. It's huge. may spend $200 for you to make |
|
|
33:35 | clinic, you know that you probably . But that's why when you go |
|
|
33:40 | social media or facebook, like why these ads for some pine nuts because |
|
|
33:46 | I searched for violence two days ago now it's nothing but finance for the |
|
|
33:51 | two weeks on my as what does mean? That means somebody is paying |
|
|
33:58 | to show me the pilot pads And that if they spend $5 showing these |
|
|
34:04 | $10 strongly these as and I'll go click the button then purchase it for |
|
|
34:10 | or $20. If they make a of me, it's called customer acquisition |
|
|
34:16 | in the business language. How much it cost you to acquire that customer |
|
|
34:20 | them to make a decision to How do you get to that |
|
|
34:27 | Brave? How do you use the of what you've learned about neuroscience, |
|
|
34:32 | sensory systems, circuit processing outside environment really improving the world in many different |
|
|
34:42 | or making better sale numbers. But so these are, these are always |
|
|
34:50 | interesting concepts but actually today's lecture is little bit shorter. I was gonna |
|
|
34:57 | about taste at some point, I gonna taste it this portion of the |
|
|
35:02 | but I'm gonna leave it pretty compact and since it's a cozy classroom |
|
|
35:08 | probably the clothes, the coziest we . It's like everybody gets bonus points |
|
|
35:14 | the classroom. Don't tell some people have a question. Yeah. I |
|
|
35:23 | wanted to ask um what makes the smells smells good and some bad. |
|
|
35:28 | it more like brain stuff? Where it actually smell maps in the nose |
|
|
35:32 | are making it smell good? It's , It's environment. You grew up |
|
|
35:37 | a lot of business, you during, during the early sensor |
|
|
35:42 | you know, I have to tell that when you have people come from |
|
|
35:47 | lands or when you go to far . the first thing you notice like |
|
|
35:53 | you get off on the bus and taxi restaurant, hotel, wow, |
|
|
35:58 | sauce smells different, you know, sometimes it's this strange smell. You |
|
|
36:11 | , Nigerians will complain about french body and french will complain about Nigerian body |
|
|
36:20 | . And Nigerians would love, you , Nigerian body. Oh and and |
|
|
36:26 | and it's a collection of things, also part of your local environment. |
|
|
36:29 | whatever you can seal, digest your seeps through the skin. You |
|
|
36:36 | it's what you carry around you. bet you, you know like this |
|
|
36:43 | Houston is so international, it's so because we have so many different things |
|
|
36:49 | we actually, if you're here for few years which you grew up |
|
|
36:53 | you are very multicultural. For the part you're having a Vietnamese coffee in |
|
|
37:02 | morning or boba tea versus regular You know, you're having a taco |
|
|
37:09 | lunch, you know, and then finishing an evening with with the beer |
|
|
37:15 | the burger joint. It's it's it's a mix of all of the |
|
|
37:20 | and if you were to make think this actually, what does the Houston |
|
|
37:26 | map looks like complicated. There's a of different places actually. So if |
|
|
37:35 | move closely walk closer towards where Pasadena and the ship channels a lot of |
|
|
37:42 | smiles, it will have, I feel like since we have so |
|
|
37:47 | road we would have a lot of smell. Not so much a lot |
|
|
37:51 | cars smell, but then the tender by you, there's a sewage |
|
|
37:58 | there's trees, there's parks and then think about food. You know, |
|
|
38:06 | water burger, you don't have to or or you know, you're |
|
|
38:11 | oh my God, this smells like asian food. And you know that |
|
|
38:15 | like, that's probably didn't bel air if I didn't have vision, but |
|
|
38:20 | relied on smell maps. You when I would start smelling dumplings and |
|
|
38:25 | like that, I would say, , this is probably, you |
|
|
38:28 | these great restaurants in bel air. why do we perceive them differently? |
|
|
38:35 | also Anatomy. Some people have better of smell something you can train yourself |
|
|
38:44 | like looking at things or writing noticing , smelling things to people that so |
|
|
38:52 | for example, there's so many years is one of the selling points for |
|
|
38:57 | too. But the real experts and that sell perfumes, well, a |
|
|
39:04 | of it is my brand because people perfumes. But if you go to |
|
|
39:08 | sophisticated stores, you know, there be more attention to to you as |
|
|
39:17 | individual and how you perceive smells and we're all a little bit different, |
|
|
39:23 | little different subset of this color proteins we expressed to and maybe ah some |
|
|
39:32 | us complement each other with that. it's the opposites to attract, you |
|
|
39:39 | , there's a whole science behind fair of things that we we that we |
|
|
39:46 | by but we don't perceive them starts . I mean do we smell things |
|
|
39:54 | the way that some people taste things ? Like the whole cilantro. Some |
|
|
39:59 | think that it tastes like soap and like a genetic thing. Is that |
|
|
40:01 | same thing with smell as well? . So it's probably something about the |
|
|
40:07 | of this receptor cells and the proteins because as you saw the smiles with |
|
|
40:13 | by activating themselves. So yeah, you're missing that red color with that |
|
|
40:19 | color with not smelling. So you but maybe you're missing that receptor podium |
|
|
40:26 | is red. And then it smells smells like soap and something else smells |
|
|
40:31 | . So to. Mm hmm. . Yeah. I have two |
|
|
40:38 | How can like smells trigger migraines And do you like migraines increased hyper sensitivity |
|
|
40:45 | smells. I don't know much about triggering migraines. But if that is |
|
|
40:52 | thing then I will have to look general migraines. And seizures sometimes can |
|
|
40:58 | triggered by strong sensory experiences. And is potentially one of them. But |
|
|
41:05 | know that bright lights can trigger migraines sound a lot of noise to trigger |
|
|
41:11 | to. And the earth is a strong smell. The potential to contribute |
|
|
41:17 | . Or maybe somehow got them to that somehow over activates your olfactory bulb |
|
|
41:25 | of your individual expression of these receptor . So, ah I don't have |
|
|
41:34 | very good answer to that. But it seems to me that it's just |
|
|
41:39 | strong sense of experience that can evoke and sometimes even seizure activity to pick |
|
|
41:47 | sound with strobe lights flashing strobe Alright, so we'll end the gear |
|
|
41:56 | little earlier today. And I will you guys know for sure when we |
|
|
42:03 | each other about the cliffs. This , come on sarah plus get your |
|
|
42:14 | |
|