完整版TED英语演讲稿如何让选择更容易.docx

完整版TED英语演讲稿如何让选择更容易.docx

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完整版TED英语演讲稿如何让选择更容易

TED英语演讲稿：

如何让选择更容易

　　简介：

面对商场里五花八门的商品，你的选择恐惧症又犯了吗?

美国哥伦比亚大学商学教授sheenaiyengar研究如何让你在做选择时更容易。

为了让你的选择省时省力，商家又会有哪些诀窍呢?

　　doyouknowhowmanychoicesyoumakeinatypicalday?

doyouknowhowmanychoicesyoumakeintypicalweek?

irecentlydidasurveywithover2,000americans,andtheaveragenumberofchoicesthatthetypicalamericanreportsmakingisabout70inatypicalday.therewasalsorecentlyastudydonewithceosinwhichtheyfollowedceosaroundforawholeweek.andthesescientistssimplydocumentedallthevarioustasksthattheseceosengagedinandhowmuchtimetheyspentengaginginmakingdecisionsrelatedtothesetasks.andtheyfoundthattheaverageceoengagedinabout139tasksinaweek.eachtaskwasmadeupofmany,many,manysub-choicesofcourse.50percentoftheirdecisionsweremadeinnineminutesorless.onlyabout12percentofthedecisionsdidtheymakeanhourormoreoftheirtime.thinkaboutyourownchoices.doyouknowhowmanychoicesmakeitintoyournineminutecategoryversusyouronehourcategory?

howwelldoyouthinkyou'redoingatmanagingthosechoices?

　　todayiwanttotalkaboutoneofthebiggestmoderndaychoosingproblemsthatwehave,whichisthechoiceoverloadproblem.iwanttotalkabouttheproblemandsomepotentialsolutions.nowasitalkaboutthisproblem,i'mgoingtohavesomequestionsforyouandi'mgoingtowanttoknowyouranswers.sowheniaskyouaquestion,sincei'mblind,onlyraiseyourhandifyouwanttoburnoffsomecalories.（laughter）otherwise,wheniaskyouaquestion,andifyouranswerisyes,i'dlikeyoutoclapyourhands.soformyfirstquestionforyoutoday:

areyouguysreadytohearaboutthechoiceoverloadproblem?

（applause）thankyou.

　　sowheniwasagraduatestudentatstanforduniversity,iusedtogotothisvery,veryupscalegrocerystore;atleastatthattimeitwastrulyupscale.itwasastorecalleddraeger's.nowthisstore,itwasalmostlikegoingtoanamusementpark.theyhad250differentkindsofmustardsandvinegarsandover500differentkindsoffruitsandvegetablesandmorethantwodozendifferentkindsofbottledwater--andthiswasduringatimewhenweactuallyusedtodrinktapwater.iusedtolovegoingtothisstore,butononeoccasioniaskedmyself,wellhowcomeyouneverbuyanything?

here'stheiroliveoilaisle.theyhadover75differentkindsofoliveoil,includingthosethatwereinalockedcasethatcamefromthousand-year-oldolivetrees.

　　soionedaydecidedtopayavisittothemanager,andiaskedthemanager,"isthismodelofofferingpeopleallthischoicereallyworking?

"andhepointedtothebusloadsoftouriststhatwouldshowupeveryday,withcamerasreadyusually.wedecidedtodoalittleexperiment,andwepickedjamforourexperiment.here'stheirjamaisle.theyhad348differentkindsofjam.wesetupalittletastingboothrightneartheentranceofthestore.wethereputoutsixdifferentflavorsofjamor24differentflavorsofjam,andwelookedattwothings:

first,inwhichcasewerepeoplemorelikelytostop,samplesomejam?

morepeoplestoppedwhentherewere24,about60percent,thanwhenthereweresix,about40percent.thenextthingwelookedatisinwhichcasewerepeoplemorelikelytobuyajarofjam.nowweseetheoppositeeffect.ofthepeoplewhostoppedwhentherewere24,onlythreepercentofthemactuallyboughtajarofjam.ofthepeoplewhostoppedwhenthereweresix,wellnowwesawthat30percentofthemactuallyboughtajarofjam.nowifyoudothemath,peoplewereatleastsixtimesmorelikelytobuyajarofjamiftheyencounteredsixthaniftheyencountered24.

　　nowchoosingnottobuyajarofjamisprobablygoodforus--atleastit'sgoodforourwaistlines--butitturnsoutthatthischoiceoverloadproblemaffectsuseveninveryconsequentialdecisions.wechoosenottochoose,evenwhenitgoesagainstourbestself-interests.sonowforthetopicoftoday:

financialsavings.nowi'mgoingtodescribetoyouastudyididwithgurhuberman,emirkamenica,weijangwherewelookedattheretirementsavingsdecisionsofnearlyamillionamericansfromabout650plansallinthe　andwhatwelookedatwaswhetherthenumberoffundofferingsavailableinaretirementsavingsplan,the401（k）plan,doesthataffectpeople'slikelihoodtosavemorefortomorrow.andwhatwefoundwasthatindeedtherewasacorrelation.sointheseplans,wehadabout657plansthatrangedfromofferingpeopleanywherefromtwoto59differentfundofferings.andwhatwefoundwasthat,themorefundsoffered,indeed,therewaslessparticipationrate.

　　soifyoulookattheextremes,thoseplansthatofferedyoutwofunds,participationrateswerearoundinthemid-70s--stillnotashighaswewantittobe.inthoseplansthatofferednearly60funds,participationrateshavenowdroppedtoaboutthe60thpercentile.nowitturnsoutthatevenifyoudochoosetoparticipatewhentherearemorechoicespresent,eventhen,ithasnegativeconsequences.soforthosepeoplewhodidchoosetoparticipate,themorechoicesavailable,themorelikelypeopleweretocompletelyavoidstocksorequityfunds.themorechoicesavailable,themorelikelytheyweretoputalltheirmoneyinpuremoneymarketaccounts.nowneitheroftheseextremedecisionsarethekindsofdecisionsthatanyofuswouldrecommendforpeoplewhenyou'reconsideringtheirfuturefinancialwell-being.

　　well,overthepastdecade,wehaveobservedthreemainnegativeconsequencestoofferingpeoplemoreandmorechoices.they'remorelikelytodelaychoosing--procrastinateevenwhenitgoesagainsttheirbestself-interest.they'remorelikelytomakeworsechoices--worsefinancialchoices,medicalchoices.they'remorelikelytochoosethingsthatmakethemlesssatisfied,evenwhentheydoobjectivelybetter.themainreasonforthisisbecause,wemightenjoygazingatthosegiantwallsofmayonnaises,mustards,vinegars,jams,butwecan'tactuallydothemathofcomparingandcontrastingandactuallypickingfromthatstunningdisplay.sowhatiwanttoproposetoyoutodayarefoursimpletechniques--techniquesthatwehavetestedinonewayoranotherindifferentresearchvenues--thatyoucaneasilyapplyinyourbusinesses.

　　thefirst:

cut.you'vehearditsaidbefore,butit'sneverbeenmoretruethantoday,thatlessismore.peoplearealwaysupsetwhenisay,"cut."they'realwaysworriedthey'regoingtoloseshelfspace.butinfact,whatwe'reseeingmoreandmoreisthatifyouarewillingtocut,getridofthoseextraneousredundantoptions,wellthere'sanincreaseinsales,there'saloweringofcosts,thereisanimprovementofthechoosingexperience.whenproctor&gamblewentfrom26differentkindsofhead&shouldersto15,theysawanincreaseinsalesby10percent.whenthegoldencatcorporationgotridoftheir10worst-sellingcatlitterproducts,theysawanincreaseinprofitsby87percent--afunctionofbothincreaseinsalesandloweringofcosts.youknow,theaveragegrocerystoretodayoffersyou45,000products.thetypicalwalmarttodayoffersyou100,000products.buttheninthlargestretailer,theninthbiggestretailerintheworldtodayisaldi,anditoffersyouonly1,400products--onekindofcannedtomatosauce.

　　nowinthefinancialsavingsworld,ithinkoneofthebestexamplesthathasrecentlycomeoutonhowtobestmanagethechoiceofferingshasactuallybeensomethingthatdavidlaibsonwasheavilyinvolvedindesigning,whichwastheprogramthattheyhaveatharvard.everysingleharvardemployeeisnowautomaticallyenrolledinalifecyclefund.forthosepeoplewhoactuallywanttochoose,they'regiven20funds,not300ormorefunds.youknow,often,peoplesay,"idon'tknowhowtocut.they'reallimportantchoices."andthefirstthingidoisiasktheemployees,"tellmehowthesechoicesaredifferentfromoneanother.andifyouremployeescan'ttellthemapart,neithercanyourconsumers."

　　nowbeforewestartedoursessionthisafternoon,ihadachatwithgary.andgarysaidthathewouldbewillingtoofferpeopleinthisaudienceanall-expenses-paidfreevacationtothemostbeautifulroadintheworld.here'sadescriptionoftheroad.andi'dlikeyoutoreadit.andnowi'llgiveyouafewsecondstoreaditandtheniwantyoutoclapyourhandsifyou'rereadytotakegaryuponhisoffer.（lightclapping）okay.anybodywho'sreadytotakehimuponhisoffer.isthatall?

allright,letmeshowyousomemoreaboutthis.（laughter）youguysknewtherewasatrick,didn'tyou.（honk）nowwho'sreadytogoonthistrip.（applause）（laughter）ithinkimighthaveactuallyheardmorehands.

　　allright.nowinfact,youhadobjectivelymoreinformationthefirsttimearoundthanthesecondtimearound,butiwouldventuretoguessthatyoufeltthatitwasmorerealthesecondtimearound.becausethepicturesmadeitfeelmorerealtoyou.whichbringsmetothesecondtechniqueforhandlingthechoiceoverloadproblem,whichisconcretization.thatinorderforpeopletounderstandthedifferencesbetweenthechoices,theyhavetobeabletounderstandtheconsequencesassociatedwitheachchoice,andthattheconsequencesneedtobefeltinavividsortofway,inaveryconcreteway.whydopeoplespendanaverageof15to30percentmorewhentheyuseanatmcardoracreditcardasopposedtocash?

becauseitdoesn'tfeellikerealmoney.anditturnsoutthatmakingitfeelmoreconcretecanactuallybeaverypositivetooltouseingettingpeopletosavemore.

　　soastudythatididwithshlomobenartziandalessandroprevitero,wedidastudywithpeopleating--employee