and what it's showing you is a signal in the emotional center of your brain when you hear about the opinion of others. And what we found was that this signal can predict how likely you are to conform at a later time, how likely you are to change your behavior. So, the British government are using this principle to get people to pay taxes on time. In an old letter that they sent to people who "forgot" to pay taxes on time, they simply stressed how important it was pay taxes, and that didn't help. Then, they added one sentence,