Sendhil Mullainathan and Ira Flatow: The persuasion challenge

This fascinating talk tackles topics such as the "persuasion challenge", how self-control and procrastination influence our actions or how the conditions of poverty themselves create additional psychological burdens for many. Moving past theory, Professor Mullainathan has started a non-profit, ideas42, which applies these ideas in the real world. He also builds on this experience to describe practical takeaways.

Ira Flatow moderated and shares the enthusiasm for science and technology that he's honed during his 35-year career in public broadcasting.