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00:03 Like you're pointing one of neuroscience and talking about the factor in the

00:08 So what is all faction? It's ability to perceive different smells and the

00:15 that we perceive smells is that we air, the air molecules and odor

00:22 that are in the air to our . And here at the top of

00:30 nostrils and at the base of the , there is all factory at the

00:37 . And there are these rations in crib form plate and down below the

00:45 the helium, you have olfactory receptor and have their CIA that will contain

00:51 receptor proteins and they will generate action and they will have their axons physically

01:02 through the skull through these fest administrations form olfactory nerve, which is cranial

01:09 one, and the projections will go the olfactory bulb where it will contact

01:16 secondary order of neurons. So, this factor of the, you have

01:22 cells, you have basal cells, will also talk about this type of

01:27 called sustentaculum cell. When we talk covid-nineteen infections. Again, uh much

01:34 what you eat, much of whom date much of uh how you select

01:42 things in life. Uh shampoos things like that depends on your sense

01:49 smell. A lot of flavor that perceive in food. If you think

01:54 your taste receptors, the major taste , you perceive sweet salty,

02:02 bitter, umami tastes, but we're talking about banana, sweet versus

02:10 sweet. So the ability to really the flavor of that sweet or salty

02:18 that matter of food is because when ingest food and you chew on

02:25 air molecules also rise into the nostrils the back of the nose and you

02:31 the flavor. And that was quite for many of us that lost a

02:35 of smell during COVID. If you a COVID infection, it's one of

02:40 typical effects of the peripheral nervous system the loss of smell or anosmia and

02:49 recovers because these cells and the CIA , but they actually regenerate. So

02:55 Olfa receptor neurons have the ability to . But once you lose a sense

03:01 smell, you are now limited to taste perceptions that I was talking about

03:09 versus sweet and, and texture and temperature, cold versus hot, so

03:13 ice cream. But you cannot tell vanilla ice cream, you can just

03:17 it's something which is cold, Ok. So, so you need

03:23 for a lot more than just smelling that we don't think about quite

03:28 So then uh uh uh these uh il we enlarge them. What we

03:36 is we have these odorant molecules and are different odor molecules and they bind

03:44 these odorant receptor proteins of the, the factor receptor neurons. What are

03:53 odorant molecules? While natural odorant they are chemicals that have a certain

04:00 . They have a certain size to structure. The smaller the size and

04:03 more volatile are the molecules. There certain um substances that are natural and

04:10 smell food and we smell tea and . And there are substances that are

04:15 or chemical substances, uh gasoline and and things like that. So these

04:24 molecules that in are in the air bind to this odorant specific G

04:34 Golf. So this protein receptor odor molecular bonds. So golf protein gets

04:41 and it activates and then a little which transforms the AD P into cyclic

04:49 MP. And one target of the A MP is a ion channel.

04:57 it opens up a mix that's called ion channel because it's a cat channel

05:03 not selected to just sodium or just two plus. It allows for the

05:09 and calcium for both to come in calcium influx is inside calcium opens calcium

05:19 chloride channels. So that's something we seen before. It's ion gated ion

05:26 or ionic gated ion channel. So will open chloride channels and chloride will

05:34 be leaving from the cells instead of , it's going to be leaving from

05:41 cells. And both of these the influx of calcium and the influx

05:48 chloride will contribute to the numbering depolarizations the level of the cell in this

05:55 of. So, if the factor neurons are receptor neurons, they also

06:05 to generate receptor potentials and receptor potentials synaptic potentials. And equivalent that we've

06:13 are graded potentials. So we talked how in the central nervous system,

06:17 single synapse is just a half a of depolarization. And if you have

06:22 , you may be getting one millivolt depolarization. So they're graded potentials.

06:27 they're graded in size, they can in size, they were separate potentials

06:31 like synaptic potentials. So graded potentials in a way that is the beginning

06:37 encoding of at least the strength of stimulus. In this case, the

06:42 of the odor molecule, it could how much of that odor molecule is

06:47 . Some smells are very strong because is a very strong odor, a

06:51 of odor molecules. Some smells are faint and maybe there's less of the

06:57 molecules. And therefore, in the of less of the odor molecules that

07:01 be in smaller depolarization here, smaller potential generated. Now, if that

07:07 potential is sufficient and large enough, will generate action potentials at the level

07:15 the SOMA and will conduct those action through the axons which comprise the olfactory

07:28 into the olfactory bone. Ok. it will go from the these olfactory

07:35 neurons. The olfactory nerve, here goes into the olfactory bulb and in

07:44 in these anatomical structures organized in a way that you referred to as factory

07:54 . Ok. And here you have order olfactory neurons. Now that will

08:01 up the olfactory tract that will exit of the olfactory bulb. And the

08:08 these olfactory receptor neurons are organized is interesting. Each one of these olfactory

08:15 neurons expresses that there's different subtypes of olfactory receptor neurons. And they're distinguished

08:23 the fact that each one of these expresses a different olfactory receptor or odorant

08:34 protein. OK. And so this illustrated here in this image where different

08:45 protein here is displayed in different So that means that all of the

08:54 of fact, receptor neurons that are will have a certain odorant receptor

09:01 All of the ones that are blue have a slightly different type of odorant

09:05 protein and they're going to be dispersed a mosaic without any particular order throughout

09:18 epithelium. And how does the different then would interact with these different factor

09:29 neurons and in particular the odor and . So here's an example of citrus

09:36 and these ulfa receptor neurons are exposed citrus smell and the cell that has

09:43 particular receptor odor and receptor protein. green one will get activated by that

09:52 that creates the citrus smell. So cell gets activated by a locked by

09:59 smell. Now, the cell that blue and it expresses a slightly different

10:05 receptor protein, it reacts to that molecule also, but to a lesser

10:13 . So it produces a smaller number action potentials. Now, this cell

10:18 that produces yet another sub type of protein odor proin, it doesn't respond

10:28 the molecule that causes citrus mo doesn't to that chemical. So it's this

10:35 sensory system essentially, that's what we talking about it. Like we are

10:39 chemicals which are odor molecules and we're with these chemicals and odor molecules,

10:46 metabotropic signaling inside the cells. And can see that if you compare it

10:52 the molecule or chemical that produces a and there's many different floral smells with

10:59 generic say flower, floral smell. can see that green cell will react

11:04 it. That protein will react in little bit blue will react a lot

11:08 red will react a little bit. there's a code here. Now for

11:14 scents for different molecules, some of will activate two different odor preceptor

11:21 others will activate 33 others like here activate the blue cells and the red

11:28 but not the green cells. And this is becoming now the code for

11:34 smell for the molecules and the smell we eventually perceive at the higher processing

11:40 in the brain. So, if have this uh essentially microelectrode recordings from

11:48 different cells show that each one responds many different odors but with different

11:54 So this number of action potentials, frequency or the pattern of action potentials

12:00 the beginning of the code for the that are outside and starting to activate

12:06 olfactory receptor neurons. The projections then into the glomus and the olfactory ball

12:17 they get organized here, they disperse without any specific uh organization. Blue

12:25 , there will be blue cells dispersed the pot thelium. Now, when

12:29 comes to the projections to the all of the blue cells that express

12:37 particular odor and podium, all of will converge on the single. So

12:45 may be dispersed throughout the factor of helium, but then they will converge

12:51 precisely onto the or to the secondary neurons. The process is that

12:59 this has the cells that has that odorant uh receptor. So particular receptor

13:06 gene, OK. Now, we about the digital system and we have

13:17 from retina into L G N into primary visual cortex, auditory system,

13:22 , medial geniculate nucleus into the um cortex. Um We had some matter

13:32 sensory information going into the ventral posterior of the thalamus and then going into

13:36 cortex. We had outputs from the that goes into superior colliculus without going

13:43 thons, which was for all almost a reflexive saca eye movements. But

13:50 at this here from the olfactory ball goes the olfactory tubercle area where it

13:57 into the medial dorsal nucleus of the . And from there, it goes

14:02 the orbitofrontal cortex. So thalamus here engaged into the conscious perception of

14:12 But there's a divergent pathway that comes this olfactory tract and projects directly into

14:18 olfactory cortex and related temporal lobe Those temporal lobe structures are limbic

14:27 When we talked about uh uh a of sensory system and we watched the

14:33 by Doctor Ramachandra and he actually alluded the structure in the limbic system.

14:39 , it's emotional center. He talked fusiform gyrus for face area processing.

14:43 was a great uh uh exam and questions by the way, from those

14:47 conditions that we discussed last lecture. but he also mentioned Amygdala is an

14:53 response. And uh it's a part the limbic system. We also know

14:59 structure called the hippocampus. It's part the limbic system. It's also located

15:05 close within the temporal lobe and some the diagrams that we looked earlier in

15:10 course. So what is happening there suggests that there is a very strong

15:17 or factory component that before there is conscious perception of smell, it already

15:22 these other areas of the brain. it also explains why sometimes when you

15:29 things, it brings a lot of . So it has a strong emotional

15:33 and has a strong memory component. can be disgusted by a smell,

15:38 by a smell very strongly and you even know why because seemingly you're not

15:43 aware of why it's going on because activating, bypassing the thalamus cortex is

15:48 activating these other structures. And um memory response was, you know,

15:55 smell something and it's like, oh my smells like my grandmother's pancakes or

16:01 grandmother's bowl of foe or whatever it , you know, and all of

16:05 sudden it transports in time and recreates of these different memories. And that's

16:11 of the connectivity, a very strong goes into the memory and emotional component

16:18 as well as conscious perception of smell . So when we talked about rodents

16:25 the last lecture, we talked about fact that they used the whisker pad

16:29 lot. And because of the fact they use the Whisker pad a lot

16:33 whisker pad and the specific structure of rows of the whisker was occupying a

16:42 of the space in the primary the of sensory cortex. A lot of

16:46 is dedicated in the cortex for processing information from Whisker pad, had the

16:52 barrel cortex structure. And we looked the maps of activity when you wiggle

16:57 whisker that you can see neurons light and we can look at the spatial

17:05 patterns of neuronal activation. So space spatial temporal patterns, neuronal activation.

17:11 throughout this course, we discuss how are several techniques that can reveal these

17:16 temporal patterns in either the experimental neuron or clinical setting. So the clinical

17:23 , we talked about pet scans and the experimental setting, we discuss things

17:29 calcium sensitive dye imaging that means that and changes in fluorescent signal or some

17:38 reporting signal changes with the concentration changes calcium. Specifically, we talked about

17:46 sensitive dye. We said that there dyes that will track almost 1 to

17:52 that will represent changes in membrane So these uh dyes can reveal activity

17:59 neurons. And we saw that uh the example of a matter sensory system

18:04 you work at a whisker and you activation of C two map, for

18:08 and how that activity map gradually spreads the brain tissues. And rodents also

18:17 quite a glass factory systems because they depend a lot on the on smells

18:25 their factory bulbs are large and can relatively to the whole size of the

18:31 . A lot of total body Uh It's an interesting and good experimental

18:38 also because you can shave the So you don't necessarily have to open

18:44 animal's skull. You can shave the so thin that you can visualize and

18:50 the olfactory bulbs and that you can internally and some other means to

18:55 You can image activity in these So you can now subject the animal

19:00 the minty smell versus the fruity And look at the acidity map in

19:06 glomeruli. And you can see very that the minty smell activates one glome

19:12 strongly. So that's one odor receptor protein that we're talking about that converge

19:19 . But also some other odor receptor is also reacting to minty milk.

19:24 , giving you this map predominantly two are active. Maybe there is some

19:31 in august. It's a minimal And here, the heat map here

19:36 increases in calcium, which is synonymous this case with depolarization and synonymous with

19:44 activity neuronal activity. But look at map next to it, which is

19:50 fruity map. It activates very different receptor proteins, uh factor receptor neurons

20:00 it has 12345 active line. That that there are five different subtypes,

20:08 least of the protein and odor receptor proteins that react to the fruity

20:14 And now this is the map of 10 factory mo but it doesn't have

20:22 just stay at that level, the when they go into the factor cortex

20:28 into the other centers. They can be described as maps or odor maps

20:34 smell maps. So this is a of timing and notice that these molecules

20:41 and fruity molecules, they look almost except that this one is missing C

20:49 three over here, right? But map is very different. So no

20:55 molecules will will, will smell the because no two molecules will generate the

21:01 map of activity in the factor ball will then communicate that to the higher

21:06 centers. If you look at the of individual cells and you have these

21:13 different chemical structures. One is p resinous smell. Alpha pine is a

21:21 uh one of the volatile molecules and any coniferous plants and Christmas trees and

21:28 like that. Octonal, fruity, smell has a different structure. This

21:34 cut grass hexen, OK. And which is seems to be a similar

21:41 but xon is much shorter molecule because of these are carbons, we call

21:47 carbon chains. C this is carbon carbon long black molecule, 12345678 carbon

21:59 molecule. OK. So now you live with which cells are activated uh

22:06 the olfactory cortex. And this is pine. All the cells in green

22:13 reacting to pine. All the cells red are reacting to octin and all

22:20 cells that are yellow, they means are to both smells. So certain

22:26 will be specific to just one small other cells will process information from a

22:32 of other molecules just like we saw the diagram right here. OK.

22:41 , and now this is a cut map and green and citrus map in

22:49 . And in this case, there not that many cells that process information

22:55 , from both scents. So some more of a all right, that

23:01 you that maybe pine smell is closer fruity citrusy smell, but the cut

23:06 smell is not as close to fruity smell. And somebody will argue maybe

23:12 far away Christmas trees smell a little like lemons, I don't know or

23:18 . So now no two different molecules the same. We just discussed that

23:25 they have different structures and they create maps of activity and they just don't

23:35 and they'll factor bulb. Obviously, in the areas that will factor bulb

23:42 and other secondary neurons project to these areas, limbic areas, right?

23:50 so this is the not of activity the human brain as there is a

23:58 of rose. So what does What does that mean? That means

24:04 when you smell these turkeys or volatile , the natural volatile molecules. So

24:12 of like chemicals, uh but this molecules will also create their own different

24:19 of affinity. So after you activate factory volve factory areas, now you

24:26 limbic areas, guess what happens Association areas, then you're gonna activate

24:34 lot of other interconnected and also association that might be related to a task

24:42 you're doing while you're smelling something, you're choosing food. Ok.

24:47 maybe you're trying to see if the is still good. And so is

24:55 , is it smelling things? Only , a psychology, does it

25:02 Only our psychology is aromatherapy all And it's a pseudo science. But

25:13 when educated people go home and medical , they have their little,

25:20 nebulizers and such or eucalyptus smells because gonna be coming. And so is

25:28 , is it, is it just psychology or is it the smells that

25:34 these maps of activity and these maps activity that spread through interconnected networks?

25:40 is now physiology. So we're looking the changes in neuronal activity of how

25:47 neurons communicate to each other, which to do what then? Well,

25:52 will that influence your behavior, you , it smells like lavender, you

25:56 , when you go to sleep or know, some different behavior, like

26:02 this repulsive smell and you run away here as fast as possible, it

26:08 change your mood and if it changes mood, it will change your mother

26:16 . So you're gonna get more relaxed you're gonna, you know, kick

26:20 legs back and read a story or versus get energized and do something different

26:27 , with different smells or smells of , smells that are repulsive smells that

26:32 something bad, you know. So are different maps for mint rose

26:42 Now, this is another interesting thing we'll discuss and uh we'll watch a

26:48 TED talk with the end of this , but something interesting to think

26:53 And I think that maybe again, humanity is going to change and evolve

26:58 our brains will evolve also. But become digital just about what, 60

27:07 ago, you don't know life without . We already talked about some amount

27:13 sensory system and you know, slide , tap, tap and how our

27:17 maps are affected. But what we it's activity dependent processes, right?

27:23 peripheral activity on the periphery, stimulation visual system, plasticity and this all

27:29 this activity then influences plasticity in the , these activity dependent processes and it

27:39 the brain, it changes brain connectivity . Now what's interesting is in 60

27:46 of digital, everything we have we can take videos, pictures,

27:52 can send it around the world within fraction of a second. We can

27:57 an audio and send that over, ? Uh Well, we actually can

28:07 touch people over distance. And that's you know, you have these uh

28:15 surgeries where surgeons are here in the Medical Center, but they're actually performing

28:20 surgery with robotic hands in work in field hospital someplace uh in the army

28:31 . OK. So there are tools this. So you can touch people

28:34 over distance, you can do you can do that, right?

28:40 you send somebody a digital diagram? you uh send somebody a digital uh

28:54 gram. Can you digitally send somebody smell? Yes. Not yet.

29:07 answer apparently yet already. But it's a very wide practice. But so

29:13 kind of a missing element, And uh imagine this and the TED

29:20 at the end of this is gonna address it and I'm, I'm I

29:24 put it in a kind of greater . But uh but imagine this that

29:28 had a digital device attached to your . And when your friend took,

29:35 a picture of the rose garden, digital device contains, let's say 5000

29:44 chemicals just like a printer, And your friend uh send you the

29:51 and there's something when he took a , does he can also on his

29:59 or his device? Select a a digital code of odors. He

30:05 has the same device. So he these. No, it smells.

30:10 , no, it smells a little . Oh, this smells exactly like

30:13 rose garden. You know, they like three different things or five different

30:17 that are already preprogrammed with these And so when they send you a

30:22 , the rose garden and you open on your computer, your device,

30:26 click another thing. Smell from the , your device now recreates the same

30:34 that the person sent you selected and of a sudden you're not only seeing

30:39 rose garden or the video of the garden hearing a story about it,

30:43 at what I planted, but can imagine these smells? And I think

30:49 that comes about it will make us lot more smell centric, I think

30:55 depend a lot more on smells right . This is a, you

31:01 a tool that you cannot transfer digitally of the dating and meeting other people

31:07 online. But if the smell of chemistry, body chemistry, body odors

31:16 agree. You cannot, you can very difficult time. But now you've

31:21 probably, you know, hours days in love flew, bought a ticket

31:26 , you know, haircut, you know, and then you're

31:30 oh no, I can't, I take that smell, you know,

31:33 just, it's not me and it's like the person should be guilty.

31:37 as you learn, our, our body odors are as unique as a

31:43 . Ok. So, but if changed in this world, then we

31:49 perceive world differently, we would choose differently. We would choose mates

31:55 We would interpret this world in a fuller way. Imagine, you

31:59 like virtual reality. By the when uh Ramachandran said in his

32:04 you know, oh, well, did it with Mirror Box. If

32:06 do it with virtual reality, you , it costs millions. That was

32:11 15 years ago now it doesn't cost . We have meta, it costs

32:17 . And I wonder if the same for like Phantom limb syndrome and the

32:23 input and uh visual input and helping learning the paralysis. Basically, if

32:29 has been now performed with virtual that's one way to think about

32:33 Another way to think about it is these massive, you know, hundreds

32:37 billions of dollars of companies and meta doesn't have a smell built into their

32:43 that would be revolutionary because virtual imagine adding a virtual reality, adding

32:49 smell component, you're almost like you everything up. Ok. So and

32:56 think that would change, that would our minds, that would change the

33:00 , that would change plasticity and uh overall development of different brain structures as

33:05 of the slow evolution of the So turbines and smells that we typically

33:12 any large group of volatile and saturated found in central oils of plants,

33:20 and citrus trees, but turfs are produced by bacteria. So bathrooms will

33:26 a lot of turps, very strong and things like that. And typically

33:31 we find locations on the map, , you know, we look on

33:36 Maps or map quest or whatever app using or we unfold the map if

33:41 old school and look at the street and find the Walmart and so

33:46 And now imagine if you couldn't see you couldn't hear anything. How would

33:55 get around if you couldn't see or couldn't hear anything you still have,

34:00 know, to touch. And if visually impaired or blind, you can

34:05 get around with a cane. But it be wonderful if you had a

34:11 ? That was an olfactory map? this is uh an artist, Kate

34:18 . And she walked around the city Edinburgh and uh she walked around and

34:25 she encountered sea sand beach in green she put the green dots and she

34:34 of uh drew over space actual over space of how these smells spread.

34:42 then brewery bloom. She found the breweries and described the smell from

34:50 Vaults and underground streets and purple boys in primary schools in orange. Wants

34:59 have a really, really strong pungent , especially boys toilets in primary

35:04 not middle schools but universities but fish chips shops. So now close your

35:12 . You can't hear anything if you're and you have a task to get

35:18 the beach and then from the beach go to a brewery. Ok.

35:24 you, your starting point is So you're lucky. You, you

35:29 out and you're like, oh, a boy's toilet over here you walk

35:35 then no, nothing you walk to right. Oh, another boy's

35:38 Ok. So that's the second And if you uh can still

35:42 you can do it by braille right? Smelling and have a brail

35:47 . Then you're like, ok, means what's next on the braille

35:50 Cut grass. When I walk in cut grass, I need to get

35:55 the beach. I'm gonna take a . I'm gonna follow this until the

35:59 of the cut grass. Luckily there's boy's toilet over there and then if

36:05 kind of linger around the sand, gonna start smelling the beach and the

36:10 and hopefully I'm gonna walk up and is gonna be the, the waterfront

36:16 . So this is like a another of looking at the world through the

36:20 map. And, uh, I love some day to do a project

36:26 U H Smell Knock University of Houston map. So if you're walking from

36:31 direction, you know, is the to smell concrete and construction, you

36:35 , if you're walking from the other . Yes. Yeah. The other

36:38 you're smelling cafeteria, you know, the gym and all of that,

36:43 know, like it's, it's, quite realistic actually. So, and

36:48 , it's unique because that's another way think about this world. And,

36:53 , how lucky we are that we all of these senses that we can

36:57 and how unlucky we get and depressed get. If we lose the sense

37:01 smell, if any of you experience during COVID, you know, a

37:05 days is bad enough people that lost for a couple of weeks. It's

37:09 . You know, there's no there's no strawberry. There's, I

37:12 smell anything. I can't smell You know, it's, it's

37:16 uh psychologically and psycho physiologically because you the physiology in the brain too.

37:22 it's very telling. There's a really scientist. His name is Doctor Luca

37:28 Turan and he wrote this book, Secret of Scent. He works for

37:32 perfume industry has a really good ted too, but I didn't think it

37:37 that uh appropriate or good for this actually. So we want not to

37:43 the step talk. But uh the is that perfume industry in particular have

37:50 the smells. The multibillion dollar companies worked on nothing but smells. And

37:57 Turan developed his own secret theory of that looks at the molecular structure and

38:06 properties of different smells based on their chemical and atomical atomic uh uh uh

38:14 structures. And uh I think about people pay sometimes $300 for a small

38:24 of perfume or food oil or some essential oil. That's, that's,

38:33 , that's a lot of money. people spend that kind of money even

38:36 you buy a cheap uh like uh the to it's still like 40 50

38:43 , 30 bucks, you know, , you know, but then if

38:46 look at really expensive ones, so they sell so people use them and

38:53 are certain cultures that are built around in a very strong way. Uh

38:58 all cultures kind of have different smells that's partly dietary, partly what,

39:03 they do, partly what the environment surrounded with or the smells that they

39:07 to put on themselves. Um, perfume industry has perfected selling smells.

39:16 they sell smells online, they sell through magazines. You open a little

39:21 and you smell it and you like and you buy it for your date

39:25 something like that. Anyways, uh perfumes are typically designed that they have

39:34 top notes, longer heart notes and bottom notes. And it's really a

39:40 of different odor molecules. So the ones are really shorter carbon chains.

39:44 68, 10 carbon long chains, longer ones we're talking about 10,

39:50 carbon along the longest bottom ones are 12, 14 carbon long chains and

39:57 more the shorter the molecule, the volatile it is the quicker it's going

40:01 evaporate. And that's why when you perfume, you first smell citrus,

40:07 like limine Turpin, it's uh quite . After a while you start smelling

40:14 smells and the bottom smells that last or days, it typically wood like

40:20 almost uh animatic like smells and a of expensive perfumes are designed to include

40:29 three of these within the perfume so the user will experience it from seconds

40:35 hours long you know, smell uh their body and not just perfumes but

40:43 know, shampoos and things, other that, that, that we use

40:46 day. Now, everything that's over carbon molecules long, we cannot

40:52 we cannot perceive that. And one the strongest smells and notorious for people

40:59 and notorious for people getting arrested because smelling cannabis or marijuana plants and

41:08 But when we smell cannabis, we're smelling cannabinoids. We we already introduced

41:16 cannabinoids or T C, it's So in all of the flowers,

41:20 it's lavender flour, cannabis, we're smelling turkeys and in cannabis,

41:25 not smelling active ingredients such as cannabinoids phyto cannabinoids. Ok? And there's

41:32 other molecules that we cannot perceive because are longer. Ok. So

41:38 a digital way of perceiving different There are robots that can detect

41:45 volatile uh chemical warfare things uh used for military. No, but they

41:52 cannot, they can detect it and what it is, but they cannot

41:57 it into a digital representation. The the smell, the fresher, the

42:01 , the fresher, the fruit, a warning to stronger allergies. So

42:06 you're allergic and you smell grass, smelling flour grass, it you smell

42:12 from far. That means what it's cut grass probably. So everything is

42:16 off. All the fallen molecules. also are volatile, distributing themselves.

42:22 know, with the with the odor you go shop in the grocery

42:27 you pick up a cantaloupe or a and different people do different things and

42:33 pick up, put it in their . Others shake it. You

42:36 other smell, it very common if doesn't smell sweet or it smells a

42:42 bit funky, you put it down you get another one, you smell

42:46 and then it's ok. So it's , you know. So I invented

42:51 term a Romo psychophysiology. Um when talk about uh anything in the

42:58 anything that is related to consumers and that's related to neuroscience in your

43:04 aroma, smells, psychology, because it's affecting our psychology, our

43:12 setting physiology because we have physiological activation these different odor maps that will then

43:19 our behavior, our behavioral response and response according to that an interesting

43:27 But it's important to understand how that . You know, like if you

43:30 the neuroscience behind this, there for example, uh perfume shops that

43:38 elite in Europe and they don't just the products, you know, like

43:44 brand next to another, next to third, next to 1/4. You'll

43:47 that in duty free. Usually because , it's not that uh it's not

43:53 sophisticated, but uh they will instead the sophisticated stores will arrange the

44:01 and deodorants in a smell tunnel like because they understand the short, the

44:07 , the long molecules and they want consumer to be exposed to these smells

44:13 a certain way so that they end essentially buying the product rather than somehow

44:20 them too strong of a smell at . And they can't smell a more

44:25 , more expensive product. And now comes down to the economics or neuroeconomics

44:30 that store. Yeah. Uh, is it that they say,

44:35 like they do in terms of like you smell coffee. So,

44:39 kind of. Yeah, it's it's a good question because it has

44:43 very strong smell, uh coffee beans particular and it does reset. Uh

44:52 , it basically then in a way the odor molecules that are stuck on

44:58 Olfa, recept Ayia. So it's very distinct, a very strong

45:04 So it's a good comparison. It's good contrast to almost anything, you

45:08 , and that's what it typically you that when you're doing smell discrimination.

45:13 it's not when you're smelling, I'm smell coffee versus uh flour. You

45:21 are choosing a perfume or something like and you go back to smell coffee

45:26 it's too much of those other So you contrast it with something,

45:30 almost like resets your system, resets um olfactory perception too in a

45:38 But neuroeconomics essentially, that's what it , you know, producers,

45:43 that's what they worry about. They a lot of phd s that sit

45:48 massive companies, you know, now Artificial Intelligence is out, right.

45:52 has to adjust all of a all the retailers, all the marketing

45:57 , a lot of people that are uh digital world that are doing content

46:04 their, their jobs are real, real threatened by artificial intelligence. They

46:09 not be needed or may not be as much or paid as much.

46:14 it's, it's changing, everything is but army of, you know,

46:19 smart people sit around and just think how they can make a click of

46:25 button to buy. So that's you know, so you have to

46:31 what goes into the person's head, they perceive as that information, whether

46:35 gonna click on it or not, know. So it all plays into

46:40 . And if we introduced a component smell, digital component of smell,

46:46 would, it would change the I think of a lot of things

46:51 , you know. So people will just be buying because of just the

46:56 , the look or the price, this additional component all of a sudden

47:00 there digitally. So, and that change the A I too?

47:06 Now the last uh few minutes here wanna spend watching this uh TED talk

47:15 I have queued up. The beginning very slow. It takes, takes

47:21 uh this person like uh 20 seconds walk out on stage. But there

47:28 really interesting and I'm sorry, I provide you with a small component of

47:33 talk. But maybe you can imagine . You can imagine how you would

47:39 history differently. You were able to what your grandparents smelled. Imagine if

47:47 had a digital representation of the soap grandfather used. Isn't that interesting or

47:57 ? For me, it's really But, you know, anyways,

48:01 you go. Thank you. 15 ago, something happened to me that

48:14 my life and the way I look history, I walk into this building

48:20 there was something off, something There was this very pungent strong smell

48:25 it wasn't that the smell was that by itself. But it was the

48:30 context because I was in my final as an art history student and I

48:34 an art show in Venice and I thinking, I'm supposed to look at

48:41 here, not to smell. did something happen in the kitchen?

48:45 accident? This is really disturbing my gaze. That's what I was

48:50 And only hundreds of meters ahead. smelled the source and I saw the

48:56 of my irritation and it turned out be this work of art like

49:05 I was flabbergasted. I was I thought can smell actually be part

49:11 art. Then. What am I an art historian supposed to think about

49:15 ? How am I supposed to handle ? So I did what any other

49:20 person would do? I decided to a smell historian. And I found

49:27 examples of our volatile heritage and smelly that we will share with you

49:34 But first we're going to do a course of smelling. You were all

49:40 a stick, a smells stick. you have it? Uh Some people

49:48 have it. Maybe you can borrow of your neighbor. We have two

49:54 and we have two ears to perceive . But why do you think we

49:59 two nostrils? Let me demonstrate or after me, close one nostril smell

50:08 the same thing with the other Now, who has the strongest perception

50:14 the right side? Please raise your and who has the strongest perception on

50:19 left side. But don't worry, all the same. I'll explain why

50:25 a constant fast air flow in one your nostrils and a slow one in

50:29 other because some molecules are only detectable slow or fast air flows. So

50:35 order to perceive everything, you have use both nostrils to smell three

50:43 And here he comes every three this changes your nostrils take shifts.

50:50 now that you're all experts smell, can start the rest of this

50:56 Let me take you back 2000 years . You all know this building,

51:01 Colosseum in Rome and you all know happened there. People and animals fought

51:07 other to death. There must have the smell of fear. The smell

51:11 blood, the smell of decay, smell of excrement of elephants and

51:18 That's not what we're defusing right Don't worry, the Romans had clever

51:27 to hide these smells. What you're looking at is the largest smell diffusing

51:34 that has ever faced our planets. was an elaborate tube system in the

51:39 pipes ending in the statues that once the arches and there, this smell

51:45 diffused, that's also on your And that's sometimes there are more apparent

51:52 to our volatile history. You probably this story as well. The three

51:58 offering gifts to Jesus think of what were gold frankincense. And so two

52:06 . Did you ever wonder why did three kings offer a newborn child?

52:14 ? You have to realize that in days resins were extremely rare and extremely

52:21 and they were suitable gifts to to priests, to kings, even

52:27 God himself. They were burned through . Hence still our use of the

52:34 perfume, what you smell. you've read the word 1000 times,

52:40 probably never smelled it. It smells bitter, which is the exact meaning

52:45 the word. And in the middle , this was seen as symbolic,

52:51 bitterness of this resin was thought to a prophecy in its aromatic dimension.

52:58 the bitterness stood for Christ's future So smells as symbols. So history

53:06 tell us a lot about smells. sometimes smells, can also tell us

53:10 lot about history. As a Historian, I stick my nose into

53:15 things. Things you cannot even I smelled mummies here. I'm smelling

53:21 ancient fragrant piece of jewelry. I've to antique apothecary cabinets and I've also

53:30 perfumes, wigs in the 18th The wealthy perfumed their wigs. The

53:37 Museum has a wig of an 18 century Amsterdam mayor and I wanted to

53:43 if I could figure out which perfumes might have used. So I went

53:48 , I was a bit hesitant at because of course, it's very

53:52 It's something someone wore close to his . But I lend I bend

53:59 use both nostrils, inhales no but I did smell something else.

54:07 smelled this animal. This wig was made of horse hair and only the

54:15 people, the chic people used real . So this mayor was either tied

54:21 a budget or quite Everest. And smell of horses. Can you imagine

54:29 a, a museum curator and getting call or receiving a call? Can

54:34 come to my museum to smell this the ability to say that this is

54:40 hair is by smelling it. You , that's why, you know,

54:46 people at the back might smell it bit later. But the horse is

54:49 right now. I think the smell horses always takes me back to my

54:56 because I used to do horseback And I bet you all know this

55:01 you enter a room, you smell suddenly you're back at your grandparent's

55:06 Smell is apparently the strongest inducer of of early memories. And the beauty

55:13 even people suffering from Alzheimer's dementia never their olfactory memory. An olfactory artist

55:23 artist made use of this fact in home for the elderly people suffering from

55:29 can hardly find their way. All hallways look the same. They get

55:33 , they get lost, not since installed. His smell of flowers.

55:37 , each hallway smells different and people simply follow their noses. And at

55:43 same time, childhood memories are triggered this is extremely reassuring for people who

55:49 do not even remember who they And in the different seasons, different

55:58 are diffused and one of them is diffused right now and I bet it

56:03 also trigger some childhood memories in you a bit mingled with the horse right

56:20 . Yeah, I can tell that faces on the front road. They

56:23 the smell. Smell has other unique . Did you know that each and

56:30 one of you has a body odor unique as a fingerprint and that apparently

56:36 choose our partner by their smell. can smell if the other person has

56:42 immune system that is compatible with our complementary to ours. That's why we

56:48 fall in love at first sniff an artist made use of this unique

56:57 , Clara created Pheromone Link, a dating agency. You can walk

57:03 grab a T shirt that was worn someone and then sniff out who you

57:09 here. You see people in This girl over here apparently did not

57:15 her true love. She did not this smell. Now imagine this.

57:22 fall in love with someone through the . We cannot diffuse smells over the

57:28 , but you're in love. You to meet and then you hate the

57:32 person's smell. No way that that ever work. So why don't we

57:38 diffuse smells over the internet? That a scenario that's already happening might already

57:45 possible. In 2014, a Harvard invented the old phone and the first

57:52 it transatlantic email that smell of champagne Macaroons was sent in 2014. But

58:02 if we would combine the latest technology all this more meaningful historical and art

58:11 uses? Then we can really start use smell in a much more meaningful

58:19 . And even without that technology, can just start to smell, smell

58:24 other, smell your surroundings and create history books with smells. Write down

58:31 smells in a diary so that at people when you once get old will

58:38 which smells triggered your memory. They an image can say more than 1000

58:47 . Well, I say a smell say more than 1000 images. Thank

58:53 . Mhm So I think the application Alzheimer's disease is not, is something

59:00 uh really important and really cool and , the dating service uh and the

59:08 uh smeller grabs. Uh So, know, there's this fast dating uh

59:15 dating or something like that. And and you date apparently like 10 or

59:19 people in, in a couple of , we just talked to them really

59:23 . Wonder what the outcome would be it started from, you know,

59:28 each other's t shirts, you I mean, it's kind of funny

59:32 we laugh about it, like, , or, or sick.

59:37 but, but, but there's a silence behind in any case. So

59:44 end the lecture here today and good on the quiz on Friday. And

59:48 cover these three previous lectures up until

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