The Way We Work
Wendy De La Rosa: 3 psychological tricks to help you save money
Wendy De La Rosa: Tri psihološka trika koji će vam pomoći da štedite
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Svi mi želimo uštedjeti novac, ali općenito, ljudi to danas sve manje rade. Bihevioralna znanstvenica Wendy De La Rosa proučava kako obični ljudi donose odluke da bi poboljšali svoje financijsko stanje. Ono što je otkrila može vam pomoći da se bezbolno obvežete uštedjeti više i potrošiti manje.
Wendy De La Rosa - Behavioral scientist
Wendy De La Rosa is a co-founder of Common Cents Lab, where she focuses on using behavioral science to help people make better financial decisions. Full bio
Wendy De La Rosa is a co-founder of Common Cents Lab, where she focuses on using behavioral science to help people make better financial decisions. Full bio
Double-click the English transcript below to play the video.
00:00
We all know that saving is important
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Svi znamo da je važno štedjeti
00:02
and is something that we should be doing.
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i da je to nešto što trebamo činiti.
A ipak, općenito, to radimo sve manje.
00:04
And yet, overall, we're doing
less and less of it.
less and less of it.
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00:06
[The Way We Work]
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[Način na koji radimo]
00:10
We know what we need to do.
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Znamo što trebamo učiniti.
00:12
The question is: How do we do it?
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Pitanje je: kako to učiniti?
00:14
And that's what I'm here to teach you.
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Ovdje sam kako bih vas tome naučila.
Vaša štedljivost nije pitanje
toga koliko ste pametni
toga koliko ste pametni
00:16
Your savings behavior
isn't a question of how smart you are
isn't a question of how smart you are
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niti koliko imate snažnu volju.
00:19
or how much willpower you have.
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00:20
The amount we save depends
on the environmental cues around us.
on the environmental cues around us.
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Iznos koji uštedimo ovisi
o čimbenicima iz naše okoline.
o čimbenicima iz naše okoline.
00:24
Let me give you an example.
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Dat ću vam primjer.
00:25
We ran a study in which, in one group,
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Proveli smo istraživanje
u kojem smo u jednoj grupi
u kojem smo u jednoj grupi
00:28
we showed people
their income on a monthly basis.
their income on a monthly basis.
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pokazivali ljudima
njihov prihod na mjesečnoj bazi.
njihov prihod na mjesečnoj bazi.
00:31
In another group, we showed people
their income on a weekly basis.
their income on a weekly basis.
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U drugoj grupi smo ljudima
prikazali njihov prihod na tjednoj bazi.
prikazali njihov prihod na tjednoj bazi.
00:34
And what we found was that people
who saw their income on a weekly basis
who saw their income on a weekly basis
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Otkrili smo da je ljudima
kojima je prikazan njihov tjedni prihod,
kojima je prikazan njihov tjedni prihod,
00:39
were able to budget better
throughout the month.
throughout the month.
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bolje išlo planiranje budžeta
tijekom mjeseca.
tijekom mjeseca.
00:41
Now, it's important to know
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Važan podatak je
da nismo promijenili
koliko su novca dobivali,
koliko su novca dobivali,
00:42
that we didn't change
how much money people were receiving,
how much money people were receiving,
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samo smo promijenili okolinu
u kojoj su razumjeli svoj prihod.
u kojoj su razumjeli svoj prihod.
00:45
we just changed the environment
in which they understood their income.
in which they understood their income.
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Ovakvi čimbenici okoline
imaju svoj utjecaj.
imaju svoj utjecaj.
00:48
And environmental cues
like this have an impact.
like this have an impact.
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00:51
So I'm not going to share tricks with you
that you already know.
that you already know.
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Neću s vama podijeliti
trikove koje već znate.
trikove koje već znate.
Neću vam pričati
kako otvoriti štedni račun,
kako otvoriti štedni račun,
00:54
I'm not going to tell you
how to open up a savings account
how to open up a savings account
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niti kako da počnete štedjeti za mirovinu.
00:57
or how to start saving
for your retirement.
for your retirement.
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Ono što ću podijeliti s vama
je kako premostiti jaz
je kako premostiti jaz
00:59
What I am going to share with you
is how to bridge this gap
is how to bridge this gap
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01:02
from your intentions to save
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između svojih namjera da uštedite
01:03
and your actions.
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i svojih postupaka.
01:05
Are you ready?
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Jeste li spremni?
Prvo:
01:06
Here's number one:
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koristiti snagu obvezivanja.
01:07
harness the power of pre-commitment.
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01:09
Fundamentally, we think about ourselves
in two different ways:
in two different ways:
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U osnovi, razmišljamo o sebi
na dva različita načina:
na dva različita načina:
01:12
our present self and our future self.
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naše sadašnje i buduće ja.
01:14
In the future, we're perfect.
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U budućnosti smo savršeni.
01:16
In the future, we're going to
save for retirement,
save for retirement,
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U budućnosti ćemo štedjeti za mirovinu,
01:19
we're going to lose weight,
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smršaviti,
01:20
we're going to call our parents more.
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češće ćemo zvati roditelje.
01:22
But we oftentimes forget
that our future self
that our future self
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Ali često zaboravljamo
da je naše buduće ja
da je naše buduće ja
01:24
is exactly the same person
as our present self.
as our present self.
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upravo ista osoba kao i naše sadašnje ja.
01:27
We know that one of the best times to save
is when you get your tax return.
is when you get your tax return.
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Znamo da je jedan od najboljih trenutaka
za štednju kada dobijete povrat poreza.
za štednju kada dobijete povrat poreza.
01:30
So we tried an A/B test.
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Zato smo probali test A/B.
01:32
In the first group, we texted people
in early February,
in early February,
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U prvoj grupi smo poslali poruku
ljudima početkom veljače,
ljudima početkom veljače,
01:36
hopefully before
they even filed for their taxes.
they even filed for their taxes.
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nadajući se da još nisu podnijeli zahtjev.
01:38
And we asked them,
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Pitali smo ih:
01:39
"If you get a tax refund,
what percentage would you like to save?"
what percentage would you like to save?"
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„Ako dobijete povrat poreza, koji postotak
biste voljeli staviti na stranu?“
biste voljeli staviti na stranu?“
01:43
Now this is a really hard question.
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To je vrlo teško pitanje.
01:44
They didn't know if they would
receive a tax refund or how much.
receive a tax refund or how much.
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Nisu znali hoće li dobiti povrat
niti koji iznos.
niti koji iznos.
Ali postavili smo pitanje
bez obzira na to.
bez obzira na to.
01:48
But we asked the question anyway.
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01:50
In the second group, we asked people
right after they received their refund,
right after they received their refund,
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U drugoj grupi smo pitali ljude
odmah nakon što su dobili povrat novca:
odmah nakon što su dobili povrat novca:
01:54
"What percentage would you like to save?"
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„Koliki postotak biste voljeli uštedjeti?“
01:56
Now, here's what happened.
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Evo što se dogodilo.
01:57
In that second condition, when people
just received their tax refund,
just received their tax refund,
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U drugoj situaciji, kada su ljudi
upravo dobili povrat poreza,
upravo dobili povrat poreza,
02:01
they wanted to save about 17 percent
of their tax refund.
of their tax refund.
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željeli su sačuvati
oko 17 posto tog novca.
oko 17 posto tog novca.
02:04
But in the condition when we asked people
before they even filed their taxes,
before they even filed their taxes,
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Ali u situaciji kada smo pitali ljude
prije nego što su uopće podnijeli zahtjev,
prije nego što su uopće podnijeli zahtjev,
02:09
savings rates increased
from 17 percent to 27 percent
from 17 percent to 27 percent
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stopa štednje se povećala
sa 17 na 27 posto
sa 17 na 27 posto
02:13
when we asked in February.
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kada smo ih pitali u veljači.
02:15
Why?
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Zašto?
Zato što se obvezujete
za svoje buduće ja,
za svoje buduće ja,
02:16
Because you're committing
for your future self,
for your future self,
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02:18
and of course your future self
can save 27 percent.
can save 27 percent.
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i naravno da vaše buduće ja
može uštedjeti 27 posto.
može uštedjeti 27 posto.
02:21
These large changes in savings behavior
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Ove velike promjene u ponašanju
vezanom za štednju
vezanom za štednju
02:23
came from the fact that we changed
the decision-making environment.
the decision-making environment.
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proizlaze iz činjenice da smo promijenili
okolinu za donošenje odluke.
okolinu za donošenje odluke.
02:27
We want you to be able
to harness that same power.
to harness that same power.
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Htjeli bismo da uspijete
iskoristiti tu istu moć.
iskoristiti tu istu moć.
02:29
So take a moment
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Na trenutak
02:30
and think about the ways in which
you can sign up your future self
you can sign up your future self
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razmislite o načinima na koje možete
uključiti svoje buduće ja,
uključiti svoje buduće ja,
02:34
for something that you know today
will be a little bit hard.
will be a little bit hard.
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za nešto za što danas znate
da će biti pomalo teško.
da će biti pomalo teško.
02:37
Sign up for an app that lets you
make savings decisions in advance.
make savings decisions in advance.
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Registrirajte se na aplikaciju pomoću koje
možete unaprijed odlučivati o uštedi.
možete unaprijed odlučivati o uštedi.
02:40
The trick is, you have to have
that binding contract.
that binding contract.
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Trik je u tome da morate imati
obvezujući ugovor.
obvezujući ugovor.
02:44
Number two: use transition moments
to your advantage.
to your advantage.
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Drugo: upotrijebite
prijelazne trenutke u svoju korist.
prijelazne trenutke u svoju korist.
02:47
We did an experiment with a website
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Radili smo eksperiment s web stranicom
02:49
that helps older adults
share their housing.
share their housing.
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koja pomaže starijima
da dijele smještaj s drugima.
da dijele smještaj s drugima.
Stavili smo dva oglasa na društvene mreže,
02:52
We ran two ads on social media,
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02:54
targeted to the same
population of 64-year-olds.
population of 64-year-olds.
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usmjerene na istu populaciju
64-godišnjaka.
64-godišnjaka.
02:57
In one group, we said,
"Hey, you're getting older.
"Hey, you're getting older.
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U jednoj grupi smo rekli:
„Hej, sve ste stariji.
„Hej, sve ste stariji.
03:00
Are you ready for retirement?
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Jeste li spremni za mirovinu?
Dijeljenje smještaja može pomoći.“
03:01
House sharing can help."
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03:02
In the second group,
we got a little bit more specific
we got a little bit more specific
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U drugoj grupi smo bili malo konkretniji
03:05
and said, "You're 64 turning 65.
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i rekli: „Imate 64 godine, ulazite u 65.
03:08
Are you ready for retirement?
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Jeste li spremni za mirovinu?
Dijeljenje smještaja može pomoći.“
03:09
House sharing can help."
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03:10
What we're doing in that second group
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U drugoj grupi postižemo
03:12
is highlighting that
a transition is happening.
a transition is happening.
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naglašavanje da je nastupio
prijelazni period.
prijelazni period.
03:15
All of a sudden,
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Iznenada,
vidjeli smo da je broj klikova,
a na kraju i broj prijavljenih, porastao
a na kraju i broj prijavljenih, porastao
03:16
we saw click-through rates,
and ultimately sign-up rates, increase
and ultimately sign-up rates, increase
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03:19
when we highlight that.
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kada smo to naglasili.
03:20
In psychology, we call this
the "fresh start effect."
the "fresh start effect."
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U psihologiji to nazivamo
„efektom novog početka“.
„efektom novog početka“.
03:23
Whether it's the start of a new year
or even a new season,
or even a new season,
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Bilo da je u pitanju početak nove godine
ili čak godišnjeg doba,
ili čak godišnjeg doba,
03:26
your motivation to act increases.
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povećava se vaša motivacija
da se aktivirate.
da se aktivirate.
03:29
So right now, put a meeting
request on your calendar
request on your calendar
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Zato sada odmah
unesite oznaku u svoj kalendar
unesite oznaku u svoj kalendar
03:31
for the day before your next birthday.
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za dan prije sljedećeg rođendana.
03:33
Identify the one financial thing
you most want to do.
you most want to do.
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Odredite jednu stvar
vezanu za financije koju najviše želite
vezanu za financije koju najviše želite
03:37
And commit yourself to it.
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i posvetite joj se.
03:38
The third and final trick:
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Treći i posljednji trik:
03:40
get a handle on small, frequent purchases.
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kontrolirajte male, česte kupovine.
03:43
We've run a few different studies
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Proveli smo nekoliko
različitih istraživanja
različitih istraživanja
03:45
and found that the number one purchase
people say they regret, after bank fees,
people say they regret, after bank fees,
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i otkrili da su glavni trošak zbog kojeg
ljudi žale, uz bankarske naknade,
ljudi žale, uz bankarske naknade,
03:50
is eating out.
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obroci izvan kuće.
03:51
It's a frequent purchase
we make almost every day,
we make almost every day,
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To je česta potrošnja
koju obavljamo skoro svaki dan
koju obavljamo skoro svaki dan
03:54
and it's death by a thousand cuts.
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i predstavlja sporu smrt.
03:56
A coffee here, a burrito there ...
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Ovdje kava, tamo sendvič ...
03:59
It adds up and decreases
our ability to save.
our ability to save.
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Sve se to skuplja i smanjuje
našu sposobnost da uštedimo.
našu sposobnost da uštedimo.
04:02
Back when I lived in New York City,
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Kada sam živjela u New Yorku,
04:04
I looked at my expenses
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pogledala sam svoje troškove
04:05
and saw that I spent over 2,000 dollars
on ride-sharing apps.
on ride-sharing apps.
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i vidjela da sam potrošila preko
2 000 dolara na aplikacije za prijevoz.
2 000 dolara na aplikacije za prijevoz.
04:10
It was more than my New York City rent.
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To je bilo više
od moje stanarine u New Yorku.
od moje stanarine u New Yorku.
04:12
I vowed to make a change.
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Obećala sam sebi da ću to promijeniti.
04:13
And the next month,
I spent 2,000 dollars again --
I spent 2,000 dollars again --
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Sljedeći mjesec
sam opet potrošila 2 000 dolara.
sam opet potrošila 2 000 dolara.
04:16
no change, because the information
alone didn't change my behavior.
alone didn't change my behavior.
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Nije bilo promjene jer sama ta informacija
nije promijenila moje ponašanje.
nije promijenila moje ponašanje.
04:20
I didn't change my environment.
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Nisam promijenila okolinu.
04:22
So now that I was 4,000 dollars
in the hole, I did two things.
in the hole, I did two things.
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Nakon što sam bila 4 000 dolara u minusu,
napravila sam dvije stvari.
napravila sam dvije stvari.
04:26
The first is that I unlinked
my credit card
my credit card
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Prvo sam odjavila kreditnu karticu
04:28
from my car-sharing apps.
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s aplikacije za prijevoz.
04:30
Instead, I linked a debit card
that only had 300 dollars a month.
that only had 300 dollars a month.
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Umjesto toga sam stavila debitnu karticu
na kojoj je bilo samo 300 dolara mjesečno.
na kojoj je bilo samo 300 dolara mjesečno.
04:34
If I needed more,
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Ako bi mi trebalo više,
04:35
I had to go through the whole process
of adding a new card,
of adding a new card,
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morala bih proći kroz čitav proces
dodavanja nove kartice,
dodavanja nove kartice,
04:38
and we know that every click,
every barrier, changes our behavior.
every barrier, changes our behavior.
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a znamo da svaki klik, svaka prepreka,
mijenja naše ponašanje.
mijenja naše ponašanje.
04:42
We aren't machines.
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Nismo strojevi.
04:44
We don't carry around an abacus every day,
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Ne nosimo abakus sa sobom svaki dan
04:46
adding up what we're spending,
in comparison to what we wanted.
in comparison to what we wanted.
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kako bismo računali koliko trošimo
u odnosu na ono što želimo.
u odnosu na ono što želimo.
04:50
But what our brains are very good at
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Ali našem mozgu vrlo dobro ide
04:52
is counting up the number of times
we've done something.
we've done something.
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računanje koliko puta smo učinili nešto.
04:55
So I gave myself a limit.
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Stoga sam si postavila ograničenje.
04:57
I can only use ride-sharing apps
three times a week.
three times a week.
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Mogu koristiti aplikaciju za prijevoz
samo tri puta tjedno.
samo tri puta tjedno.
05:01
It forced me to ration my travels.
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To me je prisililo da ograničim putovanja.
05:03
I got a handle on my car-sharing expenses
to the benefit of my husband,
to the benefit of my husband,
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Izašla sam na kraj s troškovima prijevoza,
na zadovoljstvo mog supruga,
na zadovoljstvo mog supruga,
05:07
because of the environmental
changes that I did.
changes that I did.
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zbog promjene u okolini koje sam unijela.
05:09
So get a handle on whatever
that purchase is for you,
that purchase is for you,
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Dakle, ustanovite
koji je to trošak u vašem slučaju
koji je to trošak u vašem slučaju
05:12
and change your environment
to make it harder to do so.
to make it harder to do so.
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i promijenite okolinu
tako da vam otežava trošenje.
tako da vam otežava trošenje.
05:16
Those are my tips for you.
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To su moji savjeti za vas.
05:17
But I want you to remember one thing.
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Ali htjela bih da upamtite jednu stvar.
05:20
As human beings, we can be irrational
when it comes to saving
when it comes to saving
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Kao ljudska bića, znamo biti
iracionalni kada je u pitanju štednja,
iracionalni kada je u pitanju štednja,
05:24
and spending and budgeting.
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trošenje i planiranje budžeta.
05:25
But luckily, we know this about ourselves,
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Ali srećom, znamo za tu činjenicu o sebi
05:28
and we can predict how we'll act
under certain environments.
under certain environments.
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i možemo predvidjeti kako ćemo postupiti
u određenim situacijama.
u određenim situacijama.
05:31
Let's do that with saving.
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Učinimo to i sa štednjom.
05:33
Let's change our environment
to help our future selves.
to help our future selves.
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Promijenimo svoju okolinu
kako bismo pomogli svojem budućem ja.
kako bismo pomogli svojem budućem ja.
ABOUT THE SPEAKER
Wendy De La Rosa - Behavioral scientistWendy De La Rosa is a co-founder of Common Cents Lab, where she focuses on using behavioral science to help people make better financial decisions.
Why you should listen
Wendy De La Rosa's work has been published in Scientific American, PBS Newshour, Forbes and Tech Crunch. In addition, she was recently named a Forbes "30 Under 30" honoree and a Daisy and Paul Soros scholar. De La Rosa is also a PhD at Stanford's Graduate School of Business focusing on consumer behavior.
Prior to starting Common Cents Lab, De La Rosa helped start Google's first behavioral economics unit, optimizing product strategy and design, customer retention and engagement, and revenue across 30+ teams. She was also a researcher at The Wharton School at the University of Pennsylvania, where she collaborated with Dr. Adam Grant on research and application projects related to organizational behavior, employee motivation and burn-out. She was also a private equity investor at Goldman Sachs.
De La Rosa holds a bachelor's in economics with a concentration in management and finance from Wharton. She graduated summa cum laude and Phi Beta Kappa. In her spare time, De La Rosa leads a monthly behavioral economic reading and discussion series.
Wendy De La Rosa | Speaker | TED.com