TED英语演讲稿如何让选择更容易.docx
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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,weijangwherewelookedattheretirementsavingsdecisionsofnearlyamillionamericansfromabout650plansallintheandwhatwelookedatwaswhetherthenumberoffundofferingsavailableinaretirementsavingsplan,the401(k)plan,doesthataffectpeople'slikelihoodtosavemorefortomorrow.andwhatwefoundwasthatindeedtherewasacorrelation.sointheseplans,wehadabout657plansthatrangedfromofferingpeopleanywherefromtwoto59differentfundofferings.andwhatwefoundwasthat,themorefundsoffered,indeed,therewaslessparticipationrate.
soifyoulookattheextremes,thoseplansthatofferedyoutwofunds,participationrateswerearoundinthemid-70s--stillnotashighaswewantittobe.inthoseplansthatofferednearly60funds,p