pavlok uses a type of science called aversive conditioning. it was very common in the 1960s.e while doing a undesired bad habit, and it very rapidly trains your reptile brain to associate that uncomfortable stimulus with the bad habit. herjavec: this is based on the pavlovian principle. can you explain that principle to us? sure. so, when you add two stimuli together at the same time, your brain doesn't know what is causing the stimuli to occur. it just knows that they're both happening at the same time, and it starts to retreat. so i'll go ahead and bring it out for you right now to try on. here you go, mr. herjavec. -this one? -yeah. please put it on for me. it's got your name engraved on it and everything. greiner: wow. i like the design of it. -thank you, manny. -thank you. and if you notice... mr. cuban. -thank you, sir. simply press the lightning bolt on the top of it. press down hard. -oh, there you go. -it's just a little pulse. yeah. so, i set it low for you, because i didn't want everybody to get scared. can you set it higher? yeah. i'll do it right now. all right.