ABOUT THE SPEAKER
Dan Ariely - Behavioral economist
The dismal science of economics is not as firmly grounded in actual behavior as was once supposed. In "Predictably Irrational," Dan Ariely told us why.

Why you should listen

Dan Ariely is a professor of psychology and behavioral economics at Duke University and a founding member of the Center for Advanced Hindsight. He is the author of the bestsellers Predictably IrrationalThe Upside of Irrationality, and The Honest Truth About Dishonesty -- as well as the TED Book Payoff: The Hidden Logic that Shapes Our Motivations.

Through his research and his (often amusing and unorthodox) experiments, he questions the forces that influence human behavior and the irrational ways in which we often all behave.

More profile about the speaker
Dan Ariely | Speaker | TED.com
TED2011

Dan Ariely: Beware conflicts of interest

Dan Ariely: Čuvajte se sukoba interesa

Filmed:
1,284,831 views

U ovom kratkom govoru psiholog Dan Ariely iznosi dvije osobne priče koima istražuje znanstveni sukob interesa: kako na potragu za znanjem i uvidom mogu utjecati, svjesno ili ne, kratkoročni osobni ciljevi. Kada razmišljamo o velikim pitanjima, podsjeća nas, moramo biti svjesni naših previše ljudskih mozgova.
- Behavioral economist
The dismal science of economics is not as firmly grounded in actual behavior as was once supposed. In "Predictably Irrational," Dan Ariely told us why. Full bio

Double-click the English transcript below to play the video.

00:16
So, I was in the hospitalbolnica for a long time.
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Dakle, dugo sam bio u bolnici.
00:19
And a fewnekoliko yearsgodina after I left, I wentotišao back,
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I nekoliko godina nakon izlaska, vratio sam se,
00:22
and the chairmanpredsjednik of the burnspaliti departmentodjel was very exciteduzbuđen to see me --
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i predstojnik odjela za opekline bio je vrlo uzbuđen što me vidi --
00:25
said, "DanDan, I have a fantasticfantastičan newnovi treatmentliječenje for you."
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rekao je: "Dan, imam fantastičnu novu terapiju za tebe".
00:28
I was very exciteduzbuđen. I walkedhodao with him to his officeured.
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Bio sam vrlo uzbuđen. Otišao sam s njim do njegovog ureda.
00:30
And he explainedobjašnjen to me that, when I shavebrijanje,
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Objasnio mi je da, kad se obrijem,
00:33
I have little blackcrno dotstočkice on the left sidestrana of my facelice where the hairdlaka is,
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imam male crne točkice na lijevoj strani lica gdje se nalazi dlaka,
00:36
but on the right sidestrana of my facelice
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ali na desnoj strani lica
00:38
I was badlyLoše burnedspaljen so I have no hairdlaka,
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jako sam opečen pa nemam dlaka,
00:40
and this createsstvara lacknedostatak of symmetrysimetrija.
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i to rezultira manjkom simetrije.
00:42
And what's the brilliantsjajan ideaideja he had?
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A koja je briljantna ideja koju je on imao?
00:44
He was going to tattootetovaža little blackcrno dotstočkice
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Htio mi je istetovirati male crne točkice
00:46
on the right sidestrana of my facelice
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na desnu stranu lica
00:49
and make me look very symmetricsimetrični.
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kako bih izgledao vrlo simetrično.
00:51
It soundedzvučalo interestingzanimljiv. He askedpitao me to go and shavebrijanje.
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Zvučalo je zanimljivo. Zamolio me da se odem obrijati.
00:54
Let me tell you, this was a strangečudan way to shavebrijanje,
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Znate, to je bio čudan način brijanja,
00:56
because I thought about it
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jer sam razmišljao o tome
00:58
and I realizedshvatio that the way I was shavingza brijanje then
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i shvatio kako će način na koji sam se tada brijao
01:00
would be the way I would shavebrijanje for the restodmor of my life --
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biti način na koji ću se brijati do kraja života --
01:02
because I had to keep the widthširina the sameisti.
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jer je širina trebala ostati ista.
01:04
When I got back to his officeured,
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Kad sam se vratio u njegov ured,
01:06
I wasn'tnije really sure.
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nisam bio potpuno siguran.
01:08
I said, "Can I see some evidencedokaz for this?"
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Rekao sam: "Mogu li vidjeti neki primjer toga?"
01:10
So he showedpokazala me some picturesSlike
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Stoga mi je pokazao neke slike
01:12
of little cheeksobrazi with little blackcrno dotstočkice --
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malih obraza s malim crnim točkama --
01:14
not very informativeinformativan.
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ne naročito informativno.
01:16
I said, "What happensdogađa se when I growrasti olderstariji and my hairdlaka becomespostaje whitebijela?
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Rekao sam: "Što će biti kad ostarim i moje dlake postanu bijele?
01:18
What would happendogoditi se then?"
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Što će se tada dogoditi?"
01:20
"Oh, don't worrybrinuti about it," he said.
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"Oh, ne brini se za to," rekao je.
01:22
"We have laserslaseri; we can whitenizbjeljivanje it out."
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"Imamo lasere; možemo to izbijeliti".
01:25
But I was still concernedzabrinut,
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Ali još uvijek sam bio zabrinut,
01:27
so I said, "You know what, I'm not going to do it."
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pa sam rekao: "Znate što, neću to učiniti".
01:30
And then camedošao one of the biggestnajveći guiltkrivnje tripsputovanja of my life.
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A tada sam sad dobio jedan od najgorih osjećaja krivnje u životu.
01:34
This is comingdolazak from a JewishŽidovski guy, all right, so that meanssredstva a lot.
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To govori jedan židov, tako da je to velika stvar.
01:37
(LaughterSmijeh)
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(Smijeh)
01:39
And he said, "DanDan, what's wrongpogrešno with you?
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A on je rekao, "Dan, što je s tobom?
01:42
Do you enjoyuživati looking non-symmetricsobe-simetrična?
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Voliš izgledati nesimetrično?
01:44
Do you have some kindljubazan of pervertedizopačen pleasurezadovoljstvo from this?
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Pričinjava li ti to neko perverzno zadovoljstvo?
01:49
Do womenžene feel pityŠteta for you
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Sažale li se žene nad tobom
01:51
and have sexseks with you more frequentlyčesto?"
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i češće spavaju s tobom?"
01:54
NoneNiti jedan of those happeneddogodilo.
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Ništa od toga nije se dogodilo.
01:58
And this was very surprisingiznenađujuće to me,
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A to je bilo veliko iznenađenje za mene,
02:00
because I've goneotišao throughkroz manymnogi treatmentstretmani --
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jer isprobao sam mnogo terapija --
02:02
there were manymnogi treatmentstretmani I decidedodlučio not to do --
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bilo je mnogo terapija na koje sam odlučio ne ići --
02:04
and I never got this guiltkrivnje tripputovanje to this extentopseg.
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i nikad nisam imao toliki osjećaj krivnje.
02:06
But I decidedodlučio not to have this treatmentliječenje.
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Ali odlučio sam ne ići na tu terapiju.
02:08
And I wentotišao to his deputyZamjenik and askedpitao him, "What was going on?
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Otišao sam do njegovog zamjenika i pitao ga, "Što se događa?
02:10
Where was this guiltkrivnje tripputovanje comingdolazak from?"
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Odakle dolazi ta krivnja?"
02:12
And he explainedobjašnjen that they have doneučinio this procedurepostupak on two patientspacijenti alreadyveć,
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Objasnio mi je kako su već proveli tu terapiju na dva pacijenta,
02:16
and they need the thirdtreći patientpacijent for a paperpapir they were writingpisanje.
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i trebali su trećeg pacijenta za rad koji su pisali.
02:19
(LaughterSmijeh)
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(Smijeh)
02:21
Now you probablyvjerojatno think that this guy'stip je a schmuckpapak.
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Sad vjerojatno mislite kako je taj tip budala.
02:23
Right, that's what he seemsčini se like.
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Dobro, tako se i čini.
02:25
But let me give you a differentdrugačiji perspectiveperspektiva on the sameisti storypriča.
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Ali pružio bih vam drugi pogled na istu priču.
02:28
A fewnekoliko yearsgodina agoprije, I was runningtrčanje some of my ownvlastiti experimentspokusi in the lablaboratorija.
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Prije nekoliko godina, izvodio sam nekoliko vlastitih pokusa u laboratoriju.
02:31
And when we runtrčanje experimentspokusi,
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A kad izvodimo pokuse,
02:33
we usuallyobično hopenada that one groupskupina will behaveponašati differentlyrazličito than anotherjoš.
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obično se nadamo da će se jedna grupa ponašati drukčije od druge.
02:36
So we had one groupskupina that I hopednadao theirnjihov performanceizvođenje would be very highvisok,
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Dakle, imali smo jednu grupu za koju sam se nadao da će imati vrlo visok učinak,
02:39
anotherjoš groupskupina that I thought theirnjihov performanceizvođenje would be very lownizak,
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i drugu grupu za koju sam mislio da će njihov učinak biti vrlo nizak.
02:42
and when I got the resultsrezultati, that's what we got --
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A kad sam dobio rezultate, dobili smo ovo --
02:44
I was very happysretan -- asideu stranu from one personosoba.
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bio sam vrlo sretan -- osim jedne osobe.
02:47
There was one personosoba in the groupskupina
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U grupi je postojala jedna osoba
02:49
that was supposedtrebala to have very highvisok performanceizvođenje
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koja je trebala imati vrlo visok učinak
02:51
that was actuallyzapravo performingobavljanje terriblyužasno.
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a čiji je učinak zapravo bio katastrofalan.
02:53
And he pulledizvukao the wholečitav mean down,
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Snizio je ukupni prosjek
02:55
destroyinguništavanje my statisticalstatistički significanceznačaj of the testtest.
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i uništio statističku vrijednost testa.
02:59
So I lookedgledao carefullypažljivo at this guy.
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Stoga sam pažljivo promatrao tog čovjeka.
03:01
He was 20-some-Neki yearsgodina olderstariji than anybodyiko elsedrugo in the sampleuzorak.
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Bio je 20-ak godina stariji od svih ostalih u uzorku.
03:04
And I rememberedsjetio that the oldstar and drunkenpijani guy
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Sjetio sam se kako je neki star i pijan muškarac
03:06
camedošao one day to the lablaboratorija
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jedan dan došao u laboratorij
03:08
wantingu nedostatku to make some easylako cashunovčiti
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kako bi zaradio neku laku lovu
03:10
and this was the guy.
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i to je bio taj čovjek.
03:12
"FantasticFantastičan!" I thought. "Let's throwbacanje him out.
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"Fantastično!", pomislio sam. "Izbacimo ga van.
03:14
Who would ever includeuključiti a drunkenpijani guy in a sampleuzorak?"
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Tko bi ikad uključio pijanog čovjeka u uzorak?"
03:17
But a couplepar of daysdana laterkasnije,
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Ali nekoliko dana kasnije,
03:19
we thought about it with my studentsstudenti,
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razmišljali smo o tome s mojim studentima,
03:21
and we said, "What would have happeneddogodilo if this drunkenpijani guy was not in that conditionstanje?
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i rekli smo: "Što bi se dogodilo kad taj pijani čovjek ne bi bio u tom stanju?
03:24
What would have happeneddogodilo if he was in the other groupskupina?
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Što bi se dogodilo kad bi bio u drugoj grupi?
03:26
Would we have thrownbačen him out then?"
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Bismo li ga i tada izbacili van?"
03:28
We probablyvjerojatno wouldn'tne bi have lookedgledao at the datapodaci at all,
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Vjerojatno ne bismo ni pogledali podatake,
03:30
and if we did look at the datapodaci,
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a ako bismo i pogledali podatke,
03:32
we'dmi bismo probablyvjerojatno have said, "FantasticFantastičan! What a smartpametan guy who is performingobavljanje this lownizak,"
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vjerojatno bismo rekli, "Fantastično! Kako pametan čovjek koji ima tako nizak učinak",
03:35
because he would have pulledizvukao the mean of the groupskupina lowerdonji,
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jer bi snizio prosjek grupe
03:37
givingdavanje us even strongerjači statisticalstatistički resultsrezultati than we could.
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i dao nam čak i jače statističke rezultate od onih koje smo dobili.
03:41
So we decidedodlučio not to throwbacanje the guy out and to rerunrepeticija the experimenteksperiment.
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Stoga smo odlučili ne izbaciti tog čovjeka i odlučili smo ponoviti pokus.
03:44
But you know, these storiespriče,
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Ali znate, te priče,
03:47
and lots of other experimentspokusi that we'veimamo doneučinio on conflictssukobi of interestinteres,
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i mnogi drugi pokusi o sukobu interesa koje smo napravili,
03:50
basicallyu osnovi kindljubazan of bringdonijeti two pointsbodova
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u osnovi ističu
03:52
to the foregroundprednji for me.
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dvije stvari.
03:54
The first one is that in life we encountersusret manymnogi people
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Prva je da u životu sretnemo mnogo ljudi
03:57
who, in some way or anotherjoš,
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koji, na ovaj ili onaj način,
04:00
try to tattootetovaža our faceslica.
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pokušavaju tetovirati naša lica.
04:02
They just have the incentivespoticaji that get them to be blindedoslijepio to realitystvarnost
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Oni jednostavno imaju poticaje zbog kojih ne vide stvarnost
04:05
and give us advicesavjet that is inherentlyinherentno biasedpristran.
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i daju nam savjete koji su, po prirodi stvari, pristrani.
04:08
And I'm sure that it's something that we all recognizeprepoznati,
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Siguran sam kako je to svima nama poznato,
04:10
and we see that it happensdogađa se.
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i vidimo da se to događa.
04:12
Maybe we don't recognizeprepoznati it everysvaki time,
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Možda to ne prepoznajemo svaki put,
04:14
but we understandrazumjeti that it happensdogađa se.
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ali shvaćamo da se to događa.
04:16
The mostnajviše difficulttežak thing, of coursenaravno, is to recognizeprepoznati
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Ali najteže je, naravno, prepoznati
04:18
that sometimesponekad we too
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da smo ponekad i mi sami
04:20
are blindedoslijepio by our ownvlastiti incentivespoticaji.
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zaslijepljeni svojim poticajima.
04:22
And that's a much, much more difficulttežak lessonlekcija to take into accountračun.
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A to je mnogo, mnogo teža pouka koju moramo uzeti u obzir.
04:25
Because we don't see how conflictssukobi of interestinteres work on us.
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Jer ne vidimo kako sukobi interesa utječu na nas.
04:29
When I was doing these experimentspokusi,
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Kada sam provodio te pokuse,
04:31
in my mindum, I was helpingpomoć scienceznanost.
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po svojem mišljenju, pomagao sam znanosti.
04:33
I was eliminatingeliminirajući the datapodaci
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Eliminirao sam podatke
04:35
to get the truepravi patternuzorak of the datapodaci to shinesjaj throughkroz.
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kako bih dobio pravi uzorak podataka koji će se istaknuti.
04:37
I wasn'tnije doing something badloše.
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Nisam radio nešto loše.
04:39
In my mindum, I was actuallyzapravo a knightvitez
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U svojim mislima, ja sam zapravo bio vitez
04:41
tryingtežak to help scienceznanost movepotez alonguz.
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koji pomaže znanosti da napreduje.
04:43
But this was not the casespis.
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Ali to nije bio slučaj.
04:45
I was actuallyzapravo interferinguplitanja with the processpostupak with lots of good intentionsnamjere.
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Zapravo sam se s mnogo dobrih namjera miješao u proces.
04:48
And I think the realstvaran challengeizazov is to figurelik out
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I mislim kako je pravi izazov dokučiti
04:50
where are the casesslučajevi in our livesživot
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koji su slučajevi u našim životima
04:52
where conflictssukobi of interestinteres work on us,
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gdje sukobi interesa utječu na nas,
04:54
and try not to trustpovjerenje our ownvlastiti intuitionintuicija to overcomesavladati it,
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i pokušati ne vjerovati svojoj intuiciji da ih savladamo,
04:57
but to try to do things
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već pokušati činiti ono
04:59
that preventspriječiti us from fallingkoji pada preyplijen to these behaviorsponašanja,
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što nas sprečava da padnemo u zamku takvog ponašanja
05:01
because we can createstvoriti lots of undesirablenepoželjne circumstancesokolnosti.
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jer možemo stvoriti mnogo neželjenih posljedica.
05:05
I do want to leavenapustiti you with one positivepozitivan thought.
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Htio bih završiti s jednom pozitivnom misli.
05:07
I mean, this is all very depressingdepresivan, right --
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Mislim, u redu, sve je ovo vrlo depresivno --
05:09
people have conflictssukobi of interestinteres, we don't see it, and so on.
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ljudi imaju sukob interesa, mi to ne vidimo i tako dalje.
05:12
The positivepozitivan perspectiveperspektiva, I think, of all of this
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Ono što je pozitivno u svemu tome, rekao bih,
05:14
is that, if we do understandrazumjeti when we go wrongpogrešno,
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jest da, ako razumijemo kad griješimo,
05:17
if we understandrazumjeti the deepduboko mechanismsmehanizmi
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ako razumijemo duboke mehanizme
05:19
of why we failiznevjeriti and where we failiznevjeriti,
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iza razloga zbog kojih doživimo neuspjeh i gdje ga doživimo,
05:21
we can actuallyzapravo hopenada to fixpopraviti things.
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stvarno se možemo nadati kako ćemo popraviti stvari.
05:23
And that, I think, is the hopenada. Thank you very much.
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A tome se, mislim, nadamo. Puno vam hvala.
05:25
(ApplausePljesak)
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(Pljesak)
Translated by Tilen Pigac - EFZG
Reviewed by Katarina Smetko

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ABOUT THE SPEAKER
Dan Ariely - Behavioral economist
The dismal science of economics is not as firmly grounded in actual behavior as was once supposed. In "Predictably Irrational," Dan Ariely told us why.

Why you should listen

Dan Ariely is a professor of psychology and behavioral economics at Duke University and a founding member of the Center for Advanced Hindsight. He is the author of the bestsellers Predictably IrrationalThe Upside of Irrationality, and The Honest Truth About Dishonesty -- as well as the TED Book Payoff: The Hidden Logic that Shapes Our Motivations.

Through his research and his (often amusing and unorthodox) experiments, he questions the forces that influence human behavior and the irrational ways in which we often all behave.

More profile about the speaker
Dan Ariely | Speaker | TED.com