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- [Colin] We have a saying [br]in neuroscience sometimes:

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don't ask the person,[br]ask the brain

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because the brain activity[br]maybe something that's less

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than fully conscious.

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♪ [music] ♪

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My research is about behavioral [br]economics and neuroeconomics.

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And behavioral economics is using [br]ideas from psychology

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and other social sciences[br]to make economics

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a little bit more lifelike [br]and fit human behavior.

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The neuroeconomics part [br]is that we actually try to see