He doesn't use this term, but this fits into the paradigm of behavioral economics.

SAN DIEGO — One way to get noticed as a scientist is to tackle a really difficult problem. Physicist Sean Carroll has become a bit of a rock star in geek circles by attempting to answer an age-old question no scientist has been able to fully explain: What is time?

Sean Carroll is a theoretical physicist at Caltech where he focuses on theories of cosmology, field theory and gravitation by studying the evolution of the universe. Carroll’s latest book, From Eternity to Here: The Quest for the Ultimate Theory of Time, is an attempt to bring his theory of time and the universe to physicists and nonphysicists alike.

Carroll sat down with Wired.com on Feb. 19 at AAAS to explain his theories and why Marty McFly’s adventure could never exist in the real world, where time only goes forward and never back.

Wired.com: Can you explain your theory of time in layman’s terms?

Sean Carroll: I’m trying to understand how time works. And that’s a huge question that has lots of different aspects to it. A lot of them go back to Einstein and spacetime and how we measure time using clocks. But the particular aspect of time that I’m interested in is the arrow of time: the fact that the past is different from the future. We remember the past but we don’t remember the future. There are irreversible processes. There are things that happen, like you turn an egg into an omelet, but you can’t turn an omelet into an egg.

And we sort of understand that halfway. The arrow of time is based on ideas that go back to Ludwig Boltzmann, an Austrian physicist in the 1870s. He figured out this thing called entropy. Entropy is just a measure of how disorderly things are. And it tends to grow. That’s the second law of thermodynamics: Entropy goes up with time, things become more disorderly. So, if you neatly stack papers on your desk, and you walk away, you’re not surprised they turn into a mess. You’d be very surprised if a mess turned into neatly stacked papers. That’s entropy and the arrow of time. Entropy goes up as it becomes messier.

So, Boltzmann understood that and he explained how entropy is related to the arrow of time. But there’s a missing piece to his explanation, which is, why was the entropy ever low to begin with? Why were the papers neatly stacked in the universe? Basically, our observable universe begins around 13.7 billion years ago in a state of exquisite order, exquisitely low entropy. It’s like the universe is a wind-up toy that has been sort of puttering along for the last 13.7 billion years and will eventually wind down to nothing. But why was it ever wound up in the first place? Why was it in such a weird low-entropy unusual state?

Amazing read.