Associate Professor and TED Speaker Adam Alter tells us about his background in behavioral economics, what it's like to be color blind and his award winning books "Drunk Tank Pink" and "Irresistible". In a story about observation and evolution, Professor Alter gives us incredible insight into the seductive world of technology.

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Produced: Andrew Slotnick

Directed: Derek Fein

Technical: Bob Kerr & Daniel Thoennesson

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