video1008310323

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Imagine walking into a store convinced you are making a completely rational choice,

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only to realize later that subtle cues, colors, and even scents guided your decision without noticing.

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Was that truly your free will at work, or were you subtly influenced by forces beyond your awareness?

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Good evening, everyone. My name is Professor Nihal El-Banna.

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I'm a law school professor, assistant professor at Alexandria University.

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I got my PhD, my master's and PhD from Grenoble Alpe University in France.

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And then when I came back to Egypt, I worked a lot with Professor Marc Laundrie in interdisciplinary with law and neuroscience.

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I participated in Tunisia in a conference talking about neuroscience, and we had a session on neuro law.

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So, today we are driving into one of the most controversial and throat-provoking debates in philosophy, law, and neuroscience.

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Do we have actually free will?

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And if not, what does that mean for personal responsibility, legal accountability, and even the way business influences our choices?

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Through the lens of neuromarketing, we will explore how companies' advertisements and digital platforms

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tap into the brain subconscious mechanism to shape our decision, sometimes without us even realizing it.

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So, if we focus, for example, on our phone, we will realize that through Instagram, Facebook,

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we have a lot of advertising.

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Even once we talk about something, we will have the same advertising on our Facebook or our Instagram.

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So, the implications of law, ethical, and policy are enormous.

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So, I will start to share my slides with you, my PowerPoint with you.

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My course will focus on neuromarketing and the free will.

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So, my course will be divided into lectures.

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Let's start the first one.

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I have to thank you also for choosing this program.

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Neuromarketing employs advanced techniques to monitor brain activity, enable the creation of more effective advertising content.

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Due to its ability to influence and interfere with consumer decision-making process,

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neuromarketing remains highly controversial.

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So, this study explores potential ways to protect individuals from the impact of neuromarketing,

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focusing on personal autonomy and privacy rights.

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It examines also the validity of legal transaction influenced by neuromarketing-based advertising

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and assess the applicability of regulation.

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And assess the applicability of regulation.

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on unfair practice and we will see the definition of what is the meaning of unfair practices.

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The aim of our study is also argues that existing personal data protection laws are insufficient

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in addressing these concerns because every day we have new technology so I think

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the law is or the technology is faster than the law. The concept of privacy of mind is analyzed through

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two dimensions privacy of content and privacy of process. Mental processes are considered

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the study concludes that current regulations on unfair commercial practices and privacy

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protection fail to offer adequate safeguards. To address this gap general legal provisions should be

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reinforced with specific regulation prohibiting certain advertising practices that underly exploit

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neuromarketing techniques. The era we live in aims to maximize profit and we will see that

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in the US especially the aim purpose is really to maximize profit and the protection of the

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consumer is less than the European Union. So therefore with the use of the new technologies innovative

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techniques are developed to sell more products and services. To achieve this companies hire researchers

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to study every day and develop marketing strategies that influence consumer behavior based on brain activity. With the field of marketing science professionals have started

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utilizing incense gained from monitoring brain activity. So this process is called

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neuromarketing. Neuromarketing employs various monitoring techniques to measure either blood flow or

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electrical activity or electrical activity in the brain such as functional magnetic resonance imaging,

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quantified electrocyphalography and SST steady state topography. Additionally, it utilizes techniques that assess

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psychological and psychological and psychological arousal as well as changes in emotional responses,

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including eye tracking and it's and this is very important. Glover neck skin response and facial coding. These three ways are

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really very very very important and dangerous. With the help of these methods researchers analyze test subjects

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reactions to determine how a particular advertisement affects them. Studies have shown that emotional reactions

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and engagement can be powerful tools for provoking irrational consumer behavior or creating lasting memories

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that unconsciously

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influence future product choice.

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We will notice that, for example,

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for the advertising on Facebook or Instagram,

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sometimes we are in bed scrolling our Facebook

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and then we have advertising, second advertising,

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showing same product,

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especially, for example, for the food, fast food.

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So you will realize that you are craving

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and then maybe you will order food

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and without this advertising, you won't do that.

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So does neuromarketing creating personal autonomy

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by manipulating consumer behavior?

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It means that sometimes you take a decision,

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a rational decision.

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For both social and legal perspective,

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neuromarketing remains a highly controversial practice.

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Supporters argue that its primary goal

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is the primary goal of neuromarketing

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is to understand consumer

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and enhance their experience

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by tailoring products and services to their needs.

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Some experts even suggest

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that books and studies on neuromarketing

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empower consumers by helping them

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recognize their own decision patterns,

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making them more aware of potential influences

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and distinguishing between manipulating

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and beneficial persuasion.

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However, critics warn that neuromarketing techniques,

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especially those lever-aging neuroscientific insights,

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could override rational decision-making

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by targeting subconscious emotional responses.

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So the concept of influencing

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the so-called reptilian brain raises ethical concerns.

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This part of the brain is associated

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with instinctive and automatic decision-making,

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prioritizing immediate gratification

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over logical reasoning.

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And I think Professor Mark Laundrie will be more specific

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and have much more information

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on the scientific parts.

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Opponents argue that these techniques represent

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a deliberate effort to influence consumer choices

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at an unconscious level,

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making purchasing decisions less about rational evaluation

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and more about emotional impulses

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triggered by sophisticated marketing strategies.

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So we can understand from this slide

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that the strategy of marketing

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may influence the decision of consumer

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and force the consumer to take a decision

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without this marketing,

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he couldn't take it

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or he won't take it

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to be more specific.

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In this sense,

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neuromarketing could be seen

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as a tool that

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the dimensions

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personal autonomy.

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So now we can ask,

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does this tool

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influence

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the free will

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and the autonomy

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of the individual?

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Of course,

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you shall not take a decision

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Thank you.

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Ultimately, while neuromarketing offers both benefits and risk,

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its potential to manipulate consumer behavior raises serious questions about the ethical and the legal boundaries of advertising.

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And should regulations be more strengths to ensure transparency and protect consumer autonomy?

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Because the aim target of any legislation is to organize the society and to protect the individual.

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So this remains a key area of debate in the involving landscape of marketing ethics.

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Neuromarketing raises significant social and legal questions,

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particularly regarding personal autonomy and privacy protection.

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Personal autonomy refers to the individual's ability to make decisions independently,

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including when making consumer choices.

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Traditional market research methods such as surveys allows consumers to respond freely,

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with the option to tell the truth, lie, or withhold certain information.

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That's normal.

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Even if you are in a mall or in a shop and you will find someone who targets you and asks you some questions,

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even about your age, your name, your job.

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I think you can hide some personal information.

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In other words, they have control over the content of the information that they share.

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In contrast, neuromarketing techniques analyze individuals' psychological and brain reactions to various advertising stimuli.

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These methods bypass the participant conscience decision-making process,

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recording involuntary responses such as brain activity,

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papal dilation, or changes in heart rate.

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As a result, neuromarketing reduces an individual's control over the information they reveal,

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which can be perceived as a limitation of personal autonomy.

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Since neuromarketing relies on the analysis of biological and cognitive reaction,

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it also raises concern about privacy protection and personally data security.

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And both of these are very, very, very important.

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Unlike traditional market research, where individuals choose the information they provide,

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so neuromarketing collects unconscious data without participants having control over what is being revealed about them.

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This may conflict with data protection law,

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particularly the general data protection regulation in Europe.

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And it is so strict, which imposes strict rules on the collection and processing of personal data.

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And in the part of the protection of the law,

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we will see that really the protection in the European Union,

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and I have to confirm this many times.

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The protection in the European Union for the consumer is more strict than the U.S.

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So the key question, therefore, is whether physiological and neurological data should be considered sensitive personal information.

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So if the information are personal or sensitive, it should be legally protected.

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For sure, we will have an overview of the relevant European Union legislation because from a general knowledge,

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we have two different systems, the system of the U.S. and England.

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We have the system named case law.

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So the judge evaluates every case apart and his decision is founded of the case law.

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But in the region, the system, or we call it in law, Latin system that is applied in France and many countries in Europe,

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we will apply the system named codification.

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So the judge have to refer to a code, a written code, just like the European Union.

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So the European Union for the data protection is a legislation called general data protection legislation.

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So we will have an overview of the European Union legislation concerning the issue of neuromarketing with the aforementioned context.

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Additionally, we will see the various strategies that individuals may employ to protect their rights and interests in accordance with the EU legal framework,

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particularly regarding consumer protection data privacy and ethical advertising practices.

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So we will focus on the European legal framework, as I just said, that the European Union is based on a legal framework,

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the Latin system or the codification system, so we can study it.

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But in the United States, the system is the case law, so it's not the same system.

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So our study will be in two big parts.

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But the first one, we will talk about personal autonomy and its infringement by neuromarketing.

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And the second one, legal and ethical concerns of neuromarketing and privacy protection.

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Again, we need to protect the consumer.

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So the aim of our study is to know the consumer protection laws, the data privacy regulation, the ethical advertising practices.

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And if the legal framework is enough or we have to develop it and we have to more strict, we have to have a more.

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strict regulation. For the first part, for the personal autonomy and its infragment by

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neuromarketing, here we will talk about the relationship between willpower, personal

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autonomy, and decision-making. So, we will focus on the legal, philosophical, and neurological

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perspective. The concept of willpower, personal autonomy, and decision-making are central to

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understanding human behavior, both in legal contexts and in fields such as neuroscience and

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neuromarketing. For the law, personal autonomy ensures that decisions reflect genuine intent,

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while in neuroscience it is tied to cognitive process and biological mechanisms. This integrated

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approach reveals how these ideas intersect, highlighting their significance in understanding

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and guiding human actions, especially in contexts where external influences may comprise free will.

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Willpower is the foundation of personal autonomy. Willpower derived from the Latin term

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voluntas, meaning to want, or the faculty of willing. It's commonly defined as the mental capacity

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to make decisions and controls one's actions. It involves resisting external pressures, regulating

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internal impulses, and aligning behaviors with long-term goals and values. In this sense, willpower

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is the engine that derives deliberate and thoughtful decision-making, ensuring that individuals act freely

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without being dominated by immediate desires or external influences. Neurological studies have shown that

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willpower is not merely a philosophical or abstract concept, but is rooted in biological process within the

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nervous system. Cognitive control, impulse regulation, and goal-directed behavior,

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behavior are governed by neural networks, particularly within the perifrontal cortex. So this biological

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foundation reveals that the willpower is subject to limitations and can be influenced by external factors,

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making the protection of autonomy. So for the personal autonomy and its legal

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relevance, the personal autonomy refers to an individual's ability to make decisions independently guided by their own

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values, beliefs, beliefs, and motivations.

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free will from coercion or manipulation.

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So you have to take this decision without any external factor

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or coercion or manipulation.

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However, autonomy does not operate in isolation.

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It relies on willpower to translate internal motivations into action.

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In the legal realm, particularly in French legal contract law,

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autonomy is protected through the concept of consent.

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In the French system or the French contract law,

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a contract cannot be valid without the consent of two free will.

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So for the consent and the consent to be valid,

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it must be freely given intentionally and uncompromised.

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And if the intention of any party is forced or manipulated in the contract,

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the contract will be null or void.

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For example, if I'm going to sign a contract,

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the other party forced me to sign a contract with the price,

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I don't want to accept it.

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So here the force to sign a contract name coercion

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and it affects the autonomy of the individuals.

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So the contract may be null if the party that his decision is affected,

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if the person asks to the contract be not valid.

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So the principles of consensualization in French contract law

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emphasizes that the contract are formed by the mere exchange of mutual consent

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without the need for formal documentations.

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So now you can ask why all the contract is written?

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All the contracts are written because writing the contract is a way to prove it,

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but not a way to form a contract.

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Any contract in the French legal system and in many legal systems

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is the mere of exchange of mutual consent.

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Consent and the consent must be legal.

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I'm sorry, the consent must be free from any vices.

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So consent is only valid if it's free from vices.

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So what are the vices?

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And the law, the vices can be divided in three parts.

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It's the error when one party misunderstands a key element of the agreement.

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This means when consent is obtained through fraud or manipulation

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and coercion, violence, this is the violence,

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when consent is obtained through fraud orخel

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under threat or pressure if these factors are present in any contract the party where the

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consent is not valid can ask for invalidity of the contract so the legal safeguards ensure that

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decisions are the product of uncompromised willpower and genuine intent if any of these

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defects are present the individual's autonomy is considered compromised and the validity of the

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contract can be questioned can be questions mean that the contract may be null or void

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this legal framework reflects that the understanding that personal autonomy is not merely

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about the act of making a decision but about ensuring that the decision reflects true willpower or true

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autonomy or true self-determination means that we don't have any external factor that affect the

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consent what is the concept so now we will see what is the concept of juridical will the legal system

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introduces the no the notion of judicial will which differs from pure will power

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juridical will is a faction constructed by the law to account for the

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physiological psychological and anthropological dimensions of human decision making

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it represents a stable and corrected form of will which is valid only when the individual is sound

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mind capable of rational decision making the decision is made freely and with full full awareness of its

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implications and the will is expressed in in a manner that is legally and socially acceptable

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unlike pure or impulsive will juridical will is limited by what is legally permissible and is designed to ensure

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that decisions are rational and informed this concept aligns closely with the model of authenticity in personal

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autonomy which emphasizes emphasizes rationally self-determination determination and protection against external

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personal influences let's let's see the philosophical models of personal

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autonomy the model of philosophical the model of authenticity according to this model an autonomous individual

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individual individual is one who acts rationally cons consistently and independently

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independent

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Bye.

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motivated by internal values and norms this model emphasizes self-determination

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and protection from external manipulation it aligns with the legal approach in civil law systems

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such in france so just like um i just explained that we have the latin system

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and the latin system have the equivalence of the civil law system or the codification system

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codification system it means like we have for we have an organization of for any discipline

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for example we have for the contract we have the civil law system for the protection of the consumer

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we have the consumer protection law for the corporation we have the

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corporation law so this is a system of codification so where the validity of decision is safeguarded by

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ensuring that consent is free from vices this is the system uh in france through the model of

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authenticity for the model of liberty this model focuses on non-interference

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arguing arguing that individuals should be free to make their own choices unless those choices cause

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harm to others so is so if we can analysis this model is more prevalent in common law systems

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where autonomy is presumed unless external control is justified by harm prevent so if you take the decision or you have the consent to sign a contract

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basically uh your consent is uh is free not attacked and otherwise you prove that you that unless you prove that

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there was an external control and it harm your concept while the model of liberty

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priorities individuals freedom the model of authenticity places greater emphasize on protecting individuals

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individuals who may be vulnerable to manipulation or irrational decision making in context like

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neuromarketing this distinction is critical as marketing techniques can subtly influence

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decision making without the individual's full awareness so now let's talk about neuroscience

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willpower and decision making in neuromarketing neuroscience has revealed that decision making is a

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biological process involving the integration of sensory input memory emotions and cognitive control

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well power well power plays a central role in this process by allowing individuals to evaluate options

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resist temptations and choose actions that align with their goals however neuromarketing research shows that the

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external stimuli stimuli can activate subconscious process potentially bypassing rational evaluation and influencing behavior

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let's take an example for example advertising for example advertising and marketing techniques often rely on

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expectation of what interests them on the basis of amazing

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the training and also to clarify the setup of organizational training environment

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this one of the many

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e

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these

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the

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and

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emotional triggers and subliminal cues to influence consumer choices.

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This raises ethical concerns regarding the authenticity of consent in consumer decision

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making.

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So, if I ask a question, if a decision is primarily driven by subconscious influences, can it

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truly be considered autonomous?

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This question mirrors the legal concern about consent being free from vices in contract

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law.

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And I take generally the example of contract law because we are talking about individuals.

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So, it relies on private law and contract law and not public law.

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Public law is the relation between individuals and the states.

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But private law is the relation between individuals.

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I mean, concern.

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We have two branches of law.

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The private law that organizes the relation between individuals in society.

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And we have public law that organizes the relation between individuals and the states.

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So, I take generally the example of contract law because it's because I'm talking about marketing

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and marketing is related to the consumer and the consumer is related to private law.

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So, let's go back to the question.

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The question was, if a decision is primarily driven by subconscious influences, can it truly

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be considered autonomous?

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This question mirrors the legal concern about consent being free from vices in contract law.

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Neuromarketing practitioners must consider these ethical implications and design strategies that

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respect personal autonomy.

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Protecting consumers involves ensuring that marketing efforts do not exploit cognitive weakness

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or bypass rational willpower similar to how legal frameworks safeguard against coercion, error, and dull

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or dissents.

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So, we have to go back to the three vices of free will or consent.

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They are error, dull, coercion.

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So, willpower, personal autonomy, and decision making are interconnected concepts.

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That span legal, philosophical, and biological domains.

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In law, the protection of autonomy requires that consent be intentional and free from vices.

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And the vices are the three, as I come to mention.

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Question, error, and dull.

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Reflecting genuine willpower.

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Philosophically, autonomy can be viewed through models of authenticity and liberty.

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With the former providing greater safeguards against manipulation,

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neurologically, well-power is a cognitive process subject to external influence,

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making it a critical consideration in fields like neuro-marketing.

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Ultimately, the interplay between willpower and personal autonomy

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highlights the need for careful regulation in both legal and marketing contexts

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to protect individuals from decisions that do not reflect their true intent.

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Safeguarding autonomy ensures that individuals remain in control of their choices,

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whether in contractual agreement or everyday consumer behavior.

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Now we will talk about willpower in neuroscience, a neurobiological process.

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Neuroscience brings together various scientific disciplines aimed at understanding

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how the nervous system operates and influences mental and physical process.

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Its goal is to uncover the biological mechanisms underlying mental activities

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by examining how the nervous system generates key processes such as emotions, cognition,

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perception, consciousness, and decision-making,

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while identifying the brain regions and organs involved.

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For sanitaries, the brain has been a subject of inquiry for not only medical professionals,

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but also philosophers, psychologists, economists, and neuroscientists.

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Modern neuroscience has emerged from the conversions of two key influences.

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The biomedical sciences encompassing disciplines like philosophy, anatomy, neurology, and neurosurgery,

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and the philosophical sciences, which include experimental, psychological, cognitive science,

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behaviorism, and philosophy.

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This multidisciplinary approach has been essential for understanding human thought and behavior.

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So, a challenge that has gradually been tackled through technological innovation.

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The significant advances in neuroscience, particularly since the late 20th sanitary,

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with the development of functional brain imaging techniques,

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have allowed for deeper exploration of how the nervous system functions.

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Today, the applications of this knowledge extend beyond medical fields.

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One notable example is neuromarket.

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where brain imaging technology enables real-time observation of brain activity

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to better understand consumer behavior.

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This research has provided insight into the differences between consumer-stated intentions

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and their actually purchasing decision.

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Now, let's talk about neuroscience and the human mind,

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bridging the gap between body and thought.

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Neuroscience has increasingly ventured into exploring core aspects of human identity and personality,

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such as capacity, willpower, and autonomy concepts,

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once deemed intangible and traditionally attributed to the soul.

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These attributes were often seen as part of what these courts refer to as the recognitist

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or thinking substance in contrast to the extended substance or the physical body.

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Descartes' dualism established a clear division between the mind and the body,

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suggesting that the body was a mechanical, finite entity,

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while the mind was limitless, intangible, and independent of physical matter.

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Its soul essences being the act of thinking,

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this dualistic view has long intrigued neuroscientists

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and fluid debate regarding the relationship between the mind and body.

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The work of Antonio Damasio has been a significant contribution to this discussion

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by challenging the strict separation proposed by Cartesian dualism.

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While Damasio's findings have not entirely resolved the debate,

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they demonstrate that mental phenomena can be explained

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at least in part by the functioning of biological system.

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For example, aspects of cognition, decision-making, and emotionally

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are linked to the activity of specific organ, like the brain,

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cells, such as neurons,

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and chemical substance, like neurotransmitters.

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Disciplines like neuroanatomy, neurobiology, neurophysiology, and neurochemistry

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have shown that the body and mind are deeply interconnected.

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So the body and the mind are interconnected,

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suggesting that the rest cognates and the rest extensa

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are not entirely distinct.

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However, Damasio emphasized that this does not mean

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the mind can be fully reduced to biological components.

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So certain mental phenomena, such as reasoning,

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of the psychological power in the world.

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So I think that this is the best way to achieve that

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That's the best way to achieve something that it can be happening.

1:00:00

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and decision-making may have identifiable biological substrates, but they are also

1:00:10

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shaped by external factors. The social and familial environment play a critical role in

1:00:22

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influencing cognitive processes, demonstrating that the complexity of understanding mental

1:00:34

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phenomena, the human mind cannot be fully explained by biology alone, but instead represents

1:00:48

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a dynamic interplay of biological, psychological, and environmental factors. This underscores

1:01:03

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the challenge of comprehensibly grasping the intricate working of humans through unconsciences.

1:01:16

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Having provided this necessary clarification, we will now see that neuroscience does not

1:01:38

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offer a specific definition of third will. Willpower appears to be something abstract,

1:01:51

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lacking for now a specifically identified biological substrate. However, this study of decision-making

1:02:03

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seems to be bridge-linking neuroscience to willpower, and particularly to legal willpower.

1:02:22

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As we have previously seen, legal scholars are interested in the process of will formation,

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either in the context of the formation of legal acts to determine their validity or the context of the

1:02:41

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interpretation as they seek to uncover the real intent of the party. What the example that we

1:02:50

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show above is the contract is the contract is the contract. Sorry, at the top. At the top, we show the example of the contract. So, for the legal part, the most important is to show the willpower is affected or not to see if the legal acts are valid or not.

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The decision-making in neuroscience is a complex integration of cognition, emotion, and neural process.

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In neuroscience, decision-making is seen as fundamentally integrative process that involves the combination of complex cognitive mechanisms, such as encoding, storing, and retrieving information with motivational processes that evaluate the value of different actions or actions.

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Decision-making sequences. Decision-making requires choosing an action, whether it be physical action.

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a word or a phrase, among many possible alternatives, each of which related to the context of a given

1:05:13

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situation. The study of decision-making, therefore, involves analyzing the various cognitive

1:05:24

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processes that help individuals select one option or action over others, whether these options

1:05:33

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arises by accident, coincidence, or intentional deliberation. The field of decision-making

1:05:43

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research gained significant traction in 1989 through the work of William Newsom and Anthony

1:05:57

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Moffin. They were the first to establish a correlation between the electrophysiological

1:06:08

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activity of a neuron and decision. Even though their primary objective had been to

1:06:17

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study the role of neurons in the middle temporal area of the monkey's cortex in visual discrimination.

1:06:29

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This correlation referred to a psychometric-neurometric matching, became the foundation for subsequent

1:06:40

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research on the neurobiology of decision-making.

1:06:50

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I'm sorry.

1:06:56

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Newsom and Moffin models continues to serve as the basis for studies further enhanced by

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advancement in functional MRI technology.

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Today, it's widely recognized that the decision-making process has a biological basis rooted in the nervous

1:07:26

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system. Factors such as emotions, levels of certainty or uncertainty, the perception of rewards or

1:07:40

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punishments, and mental habits all influence our choices.

1:07:47

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Damacy's influential work in this court's error, 1994, highlight the crucial role of emotions in

1:08:05

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decision-making and identified key brain regions involved in the process, particularly the ventral

1:08:18

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middle prefrontal cortex. He demonstrated that the neural mechanism supporting reasoning, goal-oriented

1:08:33

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thinking process aimed at reaching decision are not limited to the neocortex but also involve

1:08:46

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negative subcortical areas. Damacy also explained that nature has designed reasoning mechanism not only to

1:09:18

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function alongside biological regulation mechanism but also to be built upon them. Higher level behaviors such as

1:09:30

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reasoning and decision-making depend on both the upper neocortical and lower subcortical brain regions. The neocortex work in

1:09:45

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tandem with the more ancient part of the brain and reasoning emerges from their combined activity.

1:09:59

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This is

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Vision-making, therefore, is significantly shaped by emotional perception,

1:10:06

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with Damasio emphasized is far from abstract or intangible.

1:10:15

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Instead, emotions are concrete and can be traced back to specific systems within the body and the brain.

1:10:28

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Emotions as perceived by the body and translated into stomach markers through individual experience and learning

1:10:39

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serve as guides or tatters for decision-making depending on the stimuli in the mood.

1:10:51

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So this somatic marker system provides signals that orient individuals toward or away from specific choices.

1:11:16

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Damasio research revealed that the complex daily behaviors, particularly decision-making,

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are not governed slowly by cognitive mechanisms, but also strongly influenced by emotional factors

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that can sometimes exert a decisive influence on the direction of choices.

1:11:45

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Further, research by Al-Kharaz and others highlighted the significant roles of the cortex and basal ganglia in decision process.

1:12:13

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They identified the sub-median thalamus as playing a crucial role in adaptive behaviors,

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emphasizing its interaction with the prefrontal cortex as essential for making decisions that are well-suited to environmental demands.

1:12:39

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This ongoing research illustrates how decision-making is a dynamic and multidimensional process

1:12:51

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that integrates neural, emotional, and contextual influences to guide humans effectively.

1:13:28

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Now we will talk about neurobiology of decision-making and its link to willpower.

1:13:35

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An important study relevant to our analysis is that of Pogho,

1:13:46

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which focuses on the neurobiology of decision-making and reactionary.

1:13:53

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We demonstrated that decision-making indeed has a neurobiological basis

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and provided clear insight into how the nervous system makes decisions.

1:14:55

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According to this,

1:14:59

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you are familiar with respect to the Diet,

1:14:59

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of course.

1:14:59

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ュooiit,

1:14:59

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So we're going to look at the draw of flux for this

1:15:00

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findings, several brain regions and processes are involved, the cortex, which auto-nominated

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certain processes, the singulate circuit, which creates a mental representation of the

1:15:18

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environment, the or bi-to-frontal circuit, which projects the individual into the mental

1:15:29

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representation and evaluate options, and the pre-frontal circuit, which evaluate and select

1:15:41

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options. Other key elements include dopamine, which is associated with reward-related learning

1:15:54

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and reinforcement, the thalamus, and the basal ganglion. Regarding the neurobiology of rationally,

1:16:07

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Boreau concluded that although evolution in the cortex has allowed for greater abstraction and

1:16:18

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complex reasoning. The process retains its random nature, which limits the ability of homo sapiens

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to reason rationally. This randomness is intrinsic to the properties of the nervous system and is a

1:16:45

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necessary part of the decision-making process. Boreau further noted that despite the development of

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mental automizes enabled by the cortex, the random component of decision remains. So this slide

1:17:08

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concerns Ernest and Paulus, and we will stop for here today. Ernest and Paulus identified three key

1:17:19

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stages in decision-making process. The first one is the evaluation and preference formation.

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And this stage involves evaluating and comparing the available. No, I'm sorry. I'm really sorry.

1:17:59

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The first one is the evaluation and preference formation. This stage involves evaluating and

1:18:06

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comparing comparing the available options. The second one is the selection and execution. The individual

1:18:14

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selects and carries out one of the possible actions considered in the previous stage. And the last one,

1:18:24

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the outcome evaluation. And this stage involves assignment evaluated to the outcome based on lived experience,

1:18:34

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which may include feelings of satisfaction, regret, or other action. And we will continue to explain

1:18:47

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this stage of decision-making by Ernest and Paulus, the second lectures. Thank you so much

1:18:58

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again for choosing this model. Hope you will enjoyed it and see you for the next lecture. Have a good evening. Bye.

1:19:09

S… Speaker 1 (video1008310323)

Bye bye.

1:19:09

S… Speaker 1 (video1008310323)

Bye.

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