Paul Ekman

So the SER field largely ignores the modern contextual science of emotion and overwhelmingly relies on a much older, much more rigid framework called discrete emotion theory.

This is Paul Ekman stuff, right? Yes.

Ekman theorized that there are six basic, biologically hardwired, universal human emotions.

Anger, disgust, fear, happiness, sadness, and surprise.

Well, there's actually a resource that we would like to make available to everyone that we don't have time to go through in the podcast, but we definitely would like you to have it.

And it's called Seven Universal Emotions that was put together by psychologist Paul Ekman.

And we actually, there are some scriptures that you...

That we've added.

Tompkins claimed that certain affects, emotional states and their associated facial expressions, were universal.

In the 1960s, psychologist Paul Ekman set about testing this theory by examining hundreds of hours of film footage of remote tribes isolated from the modern world.

Ekman found the native people's expressions to be not only familiar, but occurring in precisely the situations he would expect.

Conversely, he ran tests with tribes who had no prior exposure to Western culture.

Yeah.

I remember reading, there was a famous psychologist, I suppose he was a psychologist, Paul Ekman, who studied facial expressions and did a whole load of work on universal facial expressions and micro expressions, which was very interesting.

And I think he did also quite a bit of work on studying lying and how to tell if people were lying.

And I think he had somewhat figured out something to do with when people were lying and when they weren't but I don't I don't know you know I never really I for a while I tried to figure out if I could become a really good lie detector by looking at micro expressions but I didn't really gather it

We've been doing it for 25 years.

We use the frameworks developed by And Dr. Paul Ekman, which is some very kind of famous research into emotion.

And what I would be specific about is that First of all, there's a cost of dull.

So if you're not engaging anyone with any type of emotion, if you're letting them feel nothing, which we measure in our ad testing system, there's a massive cost of that.

If you think that you're dealing with someone who's envious or passive aggressive, you can tell them some particularly good news that you've had.

There's a micro expression, which is something that a lot of psychologists have documented, like Paul Ekman, which is like half a millisecond, where for a moment they're kind of frowning and they put a fake smile up to disguise that.

And you can pick that up.

They're not really happy about your good news.