scanner. >> not just the picture of the brain, it's the picture of the brain you're taking and what you're finding in the saliva, hormones and other things taking an entire picture of what somebody is doing financially with the risk and reward. >> that's right. really the thing that we're growing to understand in these interdisciplinary fields where you're combining the field of neuro science and behavioral economics is that our decisions are influenced at multiple levels. we can try to study behavior by itself, try it study the brain by itself but the more you account of both aspects of behavior and physiology and neuroscience i think that's going to let us completely understand our behavior. >> it's really interesting stuff. jason, given what we know about hormones, brain makeup and emotions, what's the number up with mistake investors make? we buy high and sell low, do it all the time. >> it's performance chasing. it's investing as if you were driving a car only by looking through the rearview mirror.