H.S. (Erik) Schoppen
WAAROM DE
EMOTIE ALTIJD WINT
IN ONS BREIN
DE MENS ALS IRRATIONEEL WEZEN

H.S. (ERIK) SCHOPPEN
ERIKSCHOPPEN.COM
2015
2018
AUTHOR / SPEAKER / INNOVATOR / DESIGNER / LECTURER / RESEARCHER
BRAND & DESIGN MANAGEMENT - BEHAVIORAL PSYCHOLOGY - SOCIAL NEUROSCIENCE
FUTURE PROOF & SUSTAINABLE (BRAND) TRUST & LEADERSHIP
BEST VERKOCHTE
MERKMANAGEMENT
BOEK IN DE BNL
( 2016 ,2017)
BUILD
PURPOSEFUL
LEADERSHIP BY
CREATING
MEANINGFUL
BRAND
CONNECTIONS,
RESULTING IN
SUSTAINABLE
GROWTH.

PHYSICAL
IMPACT SOCIETY & ENVIRONMENT
POSITIVE SOCIETY & SUSTAINABLE ECONOMY
SHORT TERM REWARD
BENEVOLENCE & FEELING GOOD
(do what feels right
by being pro-social)
LONG TERM TRUST
WILLINGNESS & BALANCE
(living in harmony
with environment)
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MENTAL
EMOTIONS & EMPATHY
Sustainable
& prosocial
positioning
Trust &
behavior
change
leads to
SOCIAL NEUROSCIENCE PhD RESEARCH
TRUSTING SUSTAINABILITY

ERIKSCHOPPEN.COM
www.worldbrainwave.com
EN / NL

Social neuroscience is about
how we feel, act and react
socially to others,
our decision making,
emotions and trust,
and how we build
trust relationships.
ERIKSCHOPPEN.COM

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‘Samen met justitie, politie, gemeenten en
het gevangeniswezen zet Reclassering
Nederland alles op alles om te voorkomen
dat mensen (opnieuw) de fout in gaan.’
‘RATIONEEL’ WAARDEOORDEEL VELLEN
IS DEZE WAARDEN OOK RATIONEEL
KUNNEN BEOORDELEN,
MAAR KUNNEN WE DAT WEL?

ERIKSCHOPPEN.COM
Doordachte
keuze
Ondoordachte
keuze
Zag geen
andere keuze

ERIKSCHOPPEN.COM
Doordachte
keuze
Ondoordachte
keuze
EMOTIONEEL GEDREVENRATIO
Zag geen
andere keuze

ERIKSCHOPPEN.COM
‘Samen met justitie, politie, gemeenten en
het gevangeniswezen zet Reclassering
Nederland alles op alles om te voorkomen
dat mensen (opnieuw) de fout in gaan.’
‘Daders zijn verantwoordelijk voor het
delict en hun eigen gedrag.’
‘RATIONEEL’ WAARDEOORDEEL VELLEN
IS DEZE WAARDEN OOK RATIONEEL
KUNNEN BEOORDELEN,
MAAR KUNNEN WE DAT WEL?

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TEST

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1 2

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2

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2
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1
Oosterhof, N. N., & Todorov, A. (2009). Shared perceptual basis of emotional expressions and trustworthiness impressions from faces. Emotion, 9(1), 128.
50-200 milliseconds

informatie
wordt kort
opgeslagen
voor direct
gebruik
FRONTAAL
KWAB
written language
spoken language
cortex
limbic
stam
NEOCORTEX
NEOMAMMALIAN
LIMBIC SYSTEM
PALEOMAMMALIAN
BRAINSTEM AND CEREBELLUM
PROTO REPTILIAN BRAIN
INSTINCTS
REPTILE
EMOTIONS
MAMMAL
PERCEPTION (AWARENESS) COGNITION (MEMORY) BEHAVIOR (DECISION-MAKING)
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RATIO
HUMAN
INSTINCTS
REPTILE
PRIMARILY
PHYSIOLOGICAL
NEEDS
FEELINGS &
EXPRESSIONS
REASON &
PLANNING
CULTURE &
TRADITIONS THREE STAGES OF BRAIN DEVELOPMENT
PRIMING CONDITIONING
500.000.000250.000.00050.00020.0005.000
HUMAN BRAINS EVOLVED TO BE MORE RESPONSIVE
TO ENVIRONMENTAL INFLUENCES
2

information
shortly
stored
for direct
usage
FRONTAL
LOBE
ERIKSCHOPPEN.COM
500.000.000250.000.000250.00010.0005.000 written language
spoken language
cortex
limbic
stam Hearing
CONDITIONING
RATIONAL
CONSCIOUS
DECISIONS
SOCIAL BEHAVIOR
PLANNING &
CONTROL
EMOTIONAL
REWARD, MOTIVATION,
SEXUAL BEHAVIOR
SENSORY INFO
INSTINCTIVE
BEHAVIOR
FOOD, SEX,
SAFETY
COORDINATION
SUBCONSCIOUS
RAPID MOTOR
MOVEMENT
FEAR
PAIN / AROUSAL
SEEING
VISUAL
CORTEX
FEELING
TOUCH
CONSCIOUS
MOTOR
MOVEMENT
ASSOCIATION
CORTEX
HEARING
DRIVES
REWARD
GAIN
ASSOCIATION
CORTEX
THE MAIN STRUCTURES OF THE BRAIN
5%
95%
MOTOR
CORTEX
SENSORY
CORTEX

information
shortly
stored
for direct
usage
FRONTAL
LOBE
ERIKSCHOPPEN.COM
500.000.000250.000.000250.00010.0005.000 written language
spoken language
cortex
limbic
stam Hearing
CONDITIONING
EMOTIONAL
REWARD, MOTIVATION,
SEXUAL BEHAVIOR
SENSORY INFO
INSTINCTIVE
BEHAVIOR
FOOD, SEX,
SAFETY
COORDINATION
SUBCONSCIOUS
RAPID MOTOR
MOVEMENT
FEAR
PAIN / AROUSAL
SEEING
VISUAL
CORTEX
FEELING
TOUCH
CONSCIOUS
MOTOR
MOVEMENT
ASSOCIATION
CORTEX
HEARING
DRIVES
REWARD
GAIN
ASSOCIATION
CORTEX
THE MAIN STRUCTURES OF THE BRAIN
95%
MOTOR
CORTEX
SENSORY
CORTEX

information
shortly
stored
for direct
usage
FRONTAL
LOBE
ERIKSCHOPPEN.COM
500.000.000250.000.000250.00010.0005.000 written language
spoken language
cortex
limbic
stam Hearing
CONDITIONING
RATIONAL
CONSCIOUS
DECISIONS
SOCIAL BEHAVIOR
PLANNING &
CONTROL
EMOTIONAL
REWARD, MOTIVATION,
SEXUAL BEHAVIOR
SENSORY INFO
INSTINCTIVE
BEHAVIOR
FOOD, SEX,
SAFETY
COORDINATION
SUBCONSCIOUS
RAPID MOTOR
MOVEMENT
FEAR
PAIN / AROUSAL
SEEING
VISUAL
CORTEX
FEELING
TOUCH
CONSCIOUS
MOTOR
MOVEMENT
ASSOCIATION
CORTEX
HEARING
DRIVES
REWARD
GAIN
ASSOCIATION
CORTEX
‘WE’ THINK THAT ‘WE’ THINK RATIONAL…
…BUT OUR BRAIN
DOES NOT WORK THAT WAY
MOTOR
CORTEX
SENSORY
CORTEX

information
shortly
stored
for direct
usage
FRONTAL
LOBE
ERIKSCHOPPEN.COM
500.000.000250.000.000250.00010.0005.000 written language
spoken language
cortex
limbic
stam Hearing
CONDITIONING
RATIONAL
CONSCIOUS
DECISIONS
SOCIAL BEHAVIOR
PLANNING &
CONTROL
EMOTIONAL
REWARD, MOTIVATION,
SEXUAL BEHAVIOR
SENSORY INFO
INSTINCTIVE
BEHAVIOR
FOOD, SEX,
SAFETY
COORDINATION
SUBCONSCIOUS
RAPID MOTOR
MOVEMENT
FEAR
PAIN / AROUSAL
SEEING
VISUAL
CORTEX
FEELING
TOUCH
CONSCIOUS
MOTOR
MOVEMENT
ASSOCIATION
CORTEX
HEARING
DRIVES
REWARD
GAIN
ASSOCIATION
CORTEX
FOLLOWING THE PATH OF EMOTION?
MOTOR
CORTEX
SENSORY
CORTEX

information
shortly
stored
for direct
usage
FRONTAL
LOBE
ERIKSCHOPPEN.COM
500.000.000250.000.000250.00010.0005.000 written language
spoken language
cortex
limbic
stam Hearing
CONDITIONING
RATIONAL
CONSCIOUS
DECISIONS
SOCIAL BEHAVIOR
PLANNING &
CONTROL
EMOTIONAL
REWARD, MOTIVATION,
SEXUAL BEHAVIOR
SENSORY INFO
INSTINCTIVE
BEHAVIOR
FOOD, SEX,
SAFETY
COORDINATION
SUBCONSCIOUS
RAPID MOTOR
MOVEMENT
FEAR
PAIN / AROUSAL
SEEING
VISUAL
CORTEX
FEELING
TOUCH
CONSCIOUS
MOTOR
MOVEMENT
ASSOCIATION
CORTEX
HEARING
DRIVES
REWARD
GAIN
ASSOCIATION
CORTEX
RULE #1
AVOID
‘PAIN’
RULE #2
INCREASE
‘GAIN’
BUT… INSTINCT DRIVES EMOTION DRIVES ACTION
1
2
MOTOR
CORTEX
SENSORY
CORTEX

ERIKSCHOPPEN.COM
STIMULUS
RESPONS
perception
& behavior
AMYGDALA
FEAR & AROUSAL
Environmental
Noradrenaline (3)
7

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REWARD
SYSTEM
floods with
dopamine (4)
HIPPOCAMPUS
MEMORY
rapid sense of
satisfaction (5)
STIMULUS
RESPONS
perception
& behavior
PREFRONTAL
CORTEX
drives to
seek & find (7)
AMYGDALA
FEAR & AROUSAL
Environmental
Noradrenaline (3)
7
AssociationsAssociations
Associations

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UNSTRESSED
‘OPEN MIND’

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5F
‘INSTINCT’
MODE

Do pretty women inspire
men to discount the future?
ERIKSCHOPPEN.COM
Organisms ‘discount the future’
when they value imminent goods over future goods.
NOW LATER
Wilson, M., & Daly, M. (2004). Do pretty women inspire men to discount the future?.
Proceedings of the Royal Society of London B: Biological Sciences, 271(Suppl 4), S177-S179.

ERIKSCHOPPEN.COM
Organisms ‘discount the future’
when they value imminent goods over future goods.
NOW LATER
Wilson, M., & Daly, M. (2004). Do pretty women inspire men to discount the future?.
Proceedings of the Royal Society of London B: Biological Sciences, 271(Suppl 4), S177-S179.

ERIKSCHOPPEN.COMSPECSAVERS 'THE SPECS EFFECT' ADVERT (LYNX/AXE ‘THE AXE EFFECT’ PARODY)
PRIMING

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PRIMING

UITERLIJK VERTOON VAN CRIMINELEN: WAT IS POPULAIR IN DE ONDERWERELD EN
OP STRAAT? #DSQUARED2 #KENZO #STONEISLAND #COLMAR #BALMAIN #GUCCI
#PHILIPPPLEIN #GIUSEPPEZANOTTI #GIVENCHY #VALENTINOGARAVANI #ROYAUMS
#ROLEX #SKY-DWELLER #AUDEMARSPIGUET
ERIKSCHOPPEN.COM@maartenvdun @FrankSmilda 2:22 AM - 6 Jan 2018
PRIMING

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AVERAGE ALPHA

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AVERAGE ALPHA

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CAN
I
TRUST
YOU?

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CONDITIONING

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AARGHH!

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€0,002 €1,29
ORDINARY TAP WATER ‘VERY SPECIAL DIET’ WATER

ERIKSCHOPPEN.COMJonny Buchard
PRIMING & CONDITIONING

WE ALL ACT THE SAME
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1.000.000 bekeuringen

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130
100
‘Motivationeel conflict’

STIMULI / ACTION
REWARD PROFITLESS
STRENGTHENED WEAKENED
NEGATIVE RESPONSES
ARE AVOIDED (PAIN)
OUTCOME
ACTION
STRONGER
NEURAL
PATHWAYS
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POSITIVE RESPONSES
ARE REINFORCED (GAIN)
PREFERABLE
FUTURE ACTIONS
EDWARD LEE THORNDIKE
THE LAW OF EFFECT
NOT PREFERABLE
ACTIONS
FUTURE
FIRST CHOICE

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REWARD
SYSTEM
floods with
dopamine (4)
HIPPOCAMPUS
MEMORY
rapid sense of
satisfaction (5)
STIMULUS
RESPONS
perception
& behavior
PREFRONTAL
CORTEX
drives to
seek & find (7)
AMYGDALA
FEAR & AROUSAL
Environmental
Noradrenaline (3)
7
AssociationsAssociations
Associations

MAZE
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SKINNER BOX
Skinner, B. F. (1938). The behavior of organisms: An experimental analysis.

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REWARD AND PUNISHMENT

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Positive
emotional
response
Positive
emotional
response
#1 ADDICTION WORLDWIDE
REWARD
(dopamine)
REWARD
(dopamine)

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James Olds, Peter Milner, 1956
Skinner (Box) 1938; Watson 1914

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1972: A 24-year-old man with temporal lobe epilepsy, identified as patient
"B-19". "He was permitted to wear the device for 3 hours at a time: on one
occasion he stimulated his septal region 1,200 times, on another occasion
1,500 times, and on a third occasion 900 times. He protested each time the
unit was taken from him, pleading to self-stimulate just a few more times...
Moan, C.E., & Heath, R.G. (1972) Septal stimulation for the initiation of heterosexual activity in a homosexual
male. Journal of Behavior Therapy and Experimental Psychiatry 3: 23-30.
REWARD
GAIN

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DOPAMINE
EPINEPHRINE
NEUROTRANSMITTERS
THE ‘GAIN-NOVELTY-SEEKER’ IN YOU
APPROACH, IMPULS, RISK
(RISK, FEED, FOOD, SEX)
THE ‘PAIN-SAVE-KEEPER’ IN YOU
AROUSAL, AVOIDANCE, PROTECT
(FIGHT, FLIGHT, FREEZE)
NEURO CHEMICAL BALANCE

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NATURE VS NURTURE
500.000.000250.000.00050.00010.0005.0002

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RATIONAL (NO DOPE)
ERIKSCHOPPEN.COMHTTPS://WWW.YOUTUBE.COM/USER/REACT

EMOTIONAL (ON DOPE)
ERIKSCHOPPEN.COMHTTPS://WWW.YOUTUBE.COM/USER/REACT

MIRROR NEURONS
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‘virtuous loop’ of control, communication and feedback
EMPATHY: THINKING & FEELING
LIKEWISE MAKES US HAPPY
(Social)
Trust
=
Emotion
Driven

THANK YOU
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