Psychology and religion have thought about these problems for a long time before economists came along. I think actually a lot of it is reflected in some of the techniques that behavioral scientists economists psychologists and others have developed and tested that really do seem to work. We see people pursue goals more they are more likely to create um goal contracts, we can convince them to sign up at a higher rate for savings plans when we label the date when they're invited to save up as the first day of spring or their birthday.