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

don't ask the person,
ask the brain

because the brain activity
maybe something that's less

than fully conscious.

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My research is about behavioral 
economics and neuroeconomics.

And behavioral economics is using 
ideas from psychology

and other social sciences
to make economics

a little bit more lifelike 
and fit human behavior.

The neuroeconomics part 
is that we actually try to see