1 |
00:00:1.972 |
00:00:8.643 |
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How many of you are elitists?
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2 |
00:00:8.713 |
00:00:10.414 |
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Really? Nobody?
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3 |
00:00:10.482 |
00:00:13.750 |
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Those, uh, designer jeans,
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they really worth 200 bucks?
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4 |
00:00:13.818 |
00:00:15.719 |
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And you, basketball Jones
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5 |
00:00:15.786 |
00:00:20.023 |
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those customized high-tops
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make you dunk like Lebron?
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6 |
00:00:20.472 |
00:00:21.993 |
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Clever marketing has
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conditioned us to believe
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7 |
00:00:22.059 |
00:00:23.827 |
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that we get what we pay for.
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8 |
00:00:23.895 |
00:00:25.829 |
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In fact, researchers at Stanford
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9 |
00:00:25.897 |
00:00:28.431 |
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used an MRI to gauge brain activity
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10 |
00:00:28.499 |
00:00:30.800 |
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while participants sipped
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samples of red wine.
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11 |
00:00:30.868 |
00:00:32.835 |
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Guess what they found.
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12 |
00:00:32.903 |
00:00:35.038 |
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When people thought that
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they were drinking $5 Merlot,
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13 |
00:00:35.105 |
00:00:37.873 |
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the medial orbitofrontal cortex
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14 |
00:00:37.941 |
00:00:39.808 |
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part of the brain involved
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with pleasure and reward
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15 |
00:00:39.876 |
00:00:41.777 |
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was minimally active.
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