TEDxCambridge
Erez Yoeli: How to motivate people to do good for others
Erez Yozeli: Cara memotivasi orang untuk berbuat baik
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Bagaimana cara memotivasi orang untuk berbuat baik: ikut serta dalam pemilu, aktif kegiatan amal, hemat sumber daya, atau selalu berbuat baik kepada orang lain? Ilmuwan MIT, Erez Yoeli berbagi daftar sederhana untuk memanfaatkan kekuatan reputasi--atau keinginan kita untuk terlihat murah hati dan baik ketimbang egois --untuk memotivasi orang lain melakukan aksi demi orang lain. Pelajari lebih lanjut tentang bagaimana perubahan kecil pada pendekatan Anda untuk membuat orang lain berbuat baik bisa membawa hasil yang mengejutkan.
Erez Yoeli - Research scientist
Erez Yoeli's research focuses on altruism: understanding how it works and how to promote it. Full bio
Erez Yoeli's research focuses on altruism: understanding how it works and how to promote it. Full bio
Double-click the English transcript below to play the video.
00:13
How can we get people to do more good,
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Bagaimana kita mengajak orang untuk
berbuat lebih baik,
berbuat lebih baik,
00:16
to go to the polls,
give to charity, conserve resources,
give to charity, conserve resources,
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ikut pemilihan, beramal,
hemat sumber daya,
hemat sumber daya,
00:20
or even to do something as simple
as washing their mugs at work
as washing their mugs at work
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atau sesederhana
mencuci cangkirnya di kantor
mencuci cangkirnya di kantor
00:24
so that the sink isn't
always full of dirty dishes?
always full of dirty dishes?
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agar wastafel tidak penuh
dengan piring kotor?
dengan piring kotor?
00:26
(Laughter)
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(Tawa)
00:28
(Applause)
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(Tepuk tangan)
Pertama kali saya mulai
mengatasi masalah ini
mengatasi masalah ini
00:33
When I first started
working on this problem,
working on this problem,
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00:35
I collaborated with a power company
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saya bersama perusahaan listrik
00:37
to recruit customers for a program
that prevents blackouts
that prevents blackouts
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merekrut pelanggan pada program
untuk mencegah pemadaman listrik
untuk mencegah pemadaman listrik
00:40
by reducing energy demand during peaks.
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dengan mengurangi energi
saat beban puncak
saat beban puncak
00:43
The program is based
on a tried-and-true technology.
on a tried-and-true technology.
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Program ini teruji secara teknologi
00:46
It's one the Obama
administration even called
administration even called
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yang disebut oleh pemerintahan
Obama sebagai
Obama sebagai
00:48
"the cornerstone to modernizing
America's electrical grid."
America's electrical grid."
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"landasan modernisasi jaringan
listrik Amerika."
listrik Amerika."
00:52
But, like so many
great technological solutions,
great technological solutions,
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Tapi, seperti solusi teknologi
hebat lainnya
hebat lainnya
00:56
it has a key weakness:
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terdapat kelemahan yaitu:
00:59
people.
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orang.
01:01
People need to sign up.
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Orang perlu mendaftar.
01:04
To try to get people to sign up,
the power company sent them a nice letter,
the power company sent them a nice letter,
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Supaya orang mau daftar,
perusahaan listrik kirim surat yang bagus,
perusahaan listrik kirim surat yang bagus,
01:07
told them about
all the program's benefits,
all the program's benefits,
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menjelaskan manfaat
program ini
program ini
01:09
and it asked them to call
into a hotline if they were interested.
into a hotline if they were interested.
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dan meminta mereka
menghubungi hotline jika tertarik.
menghubungi hotline jika tertarik.
01:12
Those letters went out,
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Seluruh surat terkirim,
01:14
but the phones, they were silent.
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namun tidak ada panggilan telepon satu pun
01:18
So when we got involved,
we suggested one small change.
we suggested one small change.
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Lalu saat kami terlibat,
kami mengusulkan perubahan kecil.
kami mengusulkan perubahan kecil.
01:21
Instead of that hotline,
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daripada menggunakan hotline,
01:23
we suggested that they use sign-up sheets
that they'd post near the mailboxes
that they'd post near the mailboxes
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kami menyarankan: membuat lembar
pendaftaran yang ditempel dekat kotak pos
pendaftaran yang ditempel dekat kotak pos
01:27
in people's buildings.
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di setiap gedung.
01:30
This tripled participation.
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Orang berpartisipasi
hingga tiga kali lipat.
hingga tiga kali lipat.
01:35
Why?
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Mengapa?
01:37
Well, we all know people care deeply
about what others think of them,
about what others think of them,
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Orang peduli apa yang orang lain pikirkan
tentang mereka,
tentang mereka,
01:41
that we try to be seen
as generous and kind,
as generous and kind,
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kita berusaha terlihat murah hati
dan baik,
dan baik,
01:44
and we try to avoid
being seen as selfish or a mooch.
being seen as selfish or a mooch.
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tidak egois ataupun malas.
01:48
Whether we are aware of it or not,
this is a big part of why people do good,
this is a big part of why people do good,
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Sadar atau tidak, ini berperan besar
mengapa orang berbuat baik,
mengapa orang berbuat baik,
01:52
and so small changes that give people
more credit for doing good,
more credit for doing good,
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dan merupakan perubahan kecil untuk
menghargai orang yang berbuat baik.
menghargai orang yang berbuat baik.
01:57
those changes can make
a really big difference.
a really big difference.
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Perubahan ini akan membawa
perbedaan besar.
perbedaan besar.
02:00
Small changes like
switching from a hotline,
switching from a hotline,
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Perubahan kecil seperti beralih
dari hotline
dari hotline
02:03
where nobody will ever find out
about your good deed,
about your good deed,
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di mana tidak ada yang tahu
aksi baik Anda,
aksi baik Anda,
02:06
to a sign-up sheet
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ke lembar pendaftaran
02:07
where anyone who walks by
can see your name.
can see your name.
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di mana semua orang yang lewat
akan melihat nama Anda.
akan melihat nama Anda.
02:12
In our collaborations with governments,
nonprofits, companies,
nonprofits, companies,
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Dalam kolaborasi kami dengan pemerintah,
nonprofit, perusahaan,
nonprofit, perusahaan,
02:15
when we're trying to get people
to do more good,
to do more good,
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saat kami berusaha mengajak orang
berbuat baik,
berbuat baik,
02:18
we harness the power of reputations.
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kami memanfaatkan kekuatan reputasi.
02:22
And we have a simple checklist for this.
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Dan kami punya daftar sederhana.
02:24
And in fact, you already know
the first item on that checklist.
the first item on that checklist.
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Anda pun sudah tahu apa yang pertama
pada daftar tersebut:
pada daftar tersebut:
02:28
It's to increase observability,
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meningkatkan keterlihatan,
02:31
to make sure people find out
about good deeds.
about good deeds.
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memastikan orang tahu perbuatan baik Anda.
02:35
Now, wait a minute, I know
some of you are probably thinking,
some of you are probably thinking,
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Tunggu sebentar, saya tahu apa yang
mungkin Anda pikirkan,
mungkin Anda pikirkan,
02:38
there's no way people here thought,
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Tak mungkin orang di sini berpikir,
02:40
"Oh, well, now that
I'm getting credit for my good deed,
I'm getting credit for my good deed,
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"Oke, sekarang saya bisa dapat
reputasi baik,
reputasi baik,
02:42
now it's totally worth it."
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kini, usaha saya setimpal"
02:44
And you're right.
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Dan Anda benar.
02:45
Usually, people don't.
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Tapi biasanya tidak.
02:47
Rather, when they're making
decisions in private,
decisions in private,
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Sebaliknya, saat mereka membuat keputusan
secara pribadi,
secara pribadi,
02:50
they worry about their own problems,
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mereka khawatir akan masalah mereka,
02:52
about what to put on the table for dinner
or how to pay their bills on time.
or how to pay their bills on time.
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seperti menu makan malam hari ini atau
bagaimana bayar tagihan tepat waktu
bagaimana bayar tagihan tepat waktu
02:56
But, when we make
their decision more observable,
their decision more observable,
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tapi, ketika mereka diawasi
saat membuat keputusan
saat membuat keputusan
02:59
they start to attend more
to the opportunity to do good.
to the opportunity to do good.
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mereka mulai mengambil kesempatan
untuk berbuat baik.
untuk berbuat baik.
03:03
In other words, what's
so powerful about our approach
so powerful about our approach
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Dengan kata lain, yang menonjol dari
pendekatan kami adalah:
pendekatan kami adalah:
03:06
is that it could turn on
people's existing desire to do good,
people's existing desire to do good,
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bisa menyalakan keinginan orang
untuk berbuat baik,
untuk berbuat baik,
03:11
in this case, to help
to prevent a blackout.
to prevent a blackout.
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yaitu membantu mencegah
pemadaman listrik.
pemadaman listrik.
03:15
Back to observability.
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Balik ke keterlihatan.
03:16
I want to give you another example.
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Saya akan memberi contoh lain.
03:18
This one is from a collaboration
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Ini hasil dari kolaborasi dengan
03:20
with a nonprofit that gets out the vote,
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organisasi nirlaba yang
memotivasi orang memilih.
memotivasi orang memilih.
03:22
and it does this by sending hundreds
of thousands of letters every election
of thousands of letters every election
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Mereka mengirim ratusan hingga
ribuan surat setiap pemilihan umum
ribuan surat setiap pemilihan umum
03:26
in order to remind people and try
to motivate them to go to the polls.
to motivate them to go to the polls.
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agar orang ingat dan termotivasi
datang ke pemungutan suara.
datang ke pemungutan suara.
03:30
We suggested adding
the following sentence:
the following sentence:
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Kami mengusulkan untuk menambah kalimat:
03:34
"Someone may call you to find out
about your experience at the polls."
about your experience at the polls."
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"Anda akan dihubungi untuk
berbagi pengalaman Anda saat pemilihan."
berbagi pengalaman Anda saat pemilihan."
03:38
This sentence makes it feel
more observable when you go to the polls,
more observable when you go to the polls,
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Kalimat ini membuat orang merasa
dilihat saat mengikuti pemilihan,
dilihat saat mengikuti pemilihan,
03:43
and it increased the effect
of the letter by 50 percent.
of the letter by 50 percent.
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dan efek surat tersebut meningkat
menjadi 50 persen.
menjadi 50 persen.
03:48
Making the letter more effective reduced
the cost of getting an additional vote
the cost of getting an additional vote
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Membuat surat yang lebih efektif dapat
mengurangi biaya pemilihan tambahan
mengurangi biaya pemilihan tambahan
dari $70 berkurang menjadi $40.
03:52
from 70 dollars down to about 40 dollars.
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03:55
Observability has been used to do things
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Keterlihatan digunakan dalam banyak hal
03:57
like get people
to donate blood more frequently
to donate blood more frequently
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seperti mengajak orang
lebih sering donor darah
lebih sering donor darah
03:59
by listing the names of donors
on local newsletters,
on local newsletters,
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dengan mencatat nama pendonor
pada buletin lokal
pada buletin lokal
04:02
or to pay their taxes on time
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atau membayar pajak tepat waktu
04:05
by listing the names of delinquents
on a public website.
on a public website.
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dengan mencatat nama kriminal
di situs umum.
di situs umum.
04:08
(Laughter)
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(ketawa)
04:12
What about this example?
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Bagaimana dengan ini?
Toyota mengajak ratusan ribu orang membeli
mobil yang lebih hemat bahan bakar
mobil yang lebih hemat bahan bakar
04:14
Toyota got hundreds of thousands of people
to buy a more fuel-efficient car
to buy a more fuel-efficient car
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dengan membuat mobil Prius unik ...
04:18
by making the Prius so unique ...
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04:22
(Laughter)
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(ketawa)
04:24
that their good deed
was observable from a mile away.
was observable from a mile away.
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Aksi baik mereka dapat diawasi dari jauh
04:28
(Laughter)
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(ketawa)
04:30
Alright, so observability is great,
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Baiklah, keterlihatan memang bagus,
04:33
but we all know, we've all seen
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Tapi kita semua tahu, kita sudah melihat
04:36
people walk by an opportunity to do good.
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orang mendapat kesempatan berbuat baik
04:40
They'll see somebody
asking for money on the sidewalk
asking for money on the sidewalk
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Mereka melihat pengemis di tepi jalan
04:43
and they'll pull out their phones
and look really busy,
and look really busy,
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dan mereka mengeluarkan telepon
agar terlihat sibuk,
agar terlihat sibuk,
04:46
or they'll go to the museum and they'll
waltz right on by the donation box.
waltz right on by the donation box.
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mereka pergi ke museum
dan menghampiri kotak donasi.
dan menghampiri kotak donasi.
04:50
Imagine it's the holiday season
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Bayangkan saat musim liburan
04:52
and you're going to the supermarket,
and there's a Salvation Army volunteer,
and there's a Salvation Army volunteer,
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Anda pergi ke supermarket,
dan ada relawan Bala Keselamatan,
dan ada relawan Bala Keselamatan,
04:56
and he's ringing his bell.
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dia membunyikan lonceng.
04:57
A few years ago, researchers in San Diego
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Beberapa tahun lalu, ilmuwan di San Diego
04:59
teamed up with a local chapter
from the Salvation Army
from the Salvation Army
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bekerjasama dengan Bala Keselamatan lokal
05:02
to try to find ways to increase donations.
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untuk menemukan cara meningkatkan donasi.
05:06
What they found was kind of funny.
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Apa yang ditemukan cukup lucu.
05:08
When the volunteer
stood in front of just one door,
stood in front of just one door,
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Ketika relawan berdiri di depan pintu,
05:12
people would avoid giving
by going out the other door.
by going out the other door.
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orang menghindar
dan keluar dari pintu lain.
dan keluar dari pintu lain.
05:16
Why?
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Mengapa?
05:19
Well, because they can always claim,
"Oh, I didn't see the volunteer,"
"Oh, I didn't see the volunteer,"
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karena mereka bisa bilang
"Oh, saya tidak melihat relawan"
"Oh, saya tidak melihat relawan"
05:22
or, "I wanted to get
something from over there,"
something from over there,"
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atau "saya mau ambil sesuatu di sana,"
05:25
or, "That's where my car is."
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atau "mobil saya di sana."
05:27
In other words, there's lots of excuses.
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Ada banyak alasan.
05:30
And that brings us
to the second item on our checklist:
to the second item on our checklist:
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Yang kemudian, membawa kita
ke poin kedua
ke poin kedua
05:33
to eliminate excuses.
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yaitu menyingkirkan alasan.
05:36
In the case of the Salvation Army,
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Pada kasus Bala Keselamatan,
05:38
eliminating excuses just means
standing in front of both doors,
standing in front of both doors,
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menghilangkan alasan berarti berdiri
di depan dua pintu
di depan dua pintu
05:41
and sure enough, when they did this,
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dan jelas, saat mereka melakukan itu,
05:43
donations rose.
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donasi pun meningkat.
05:47
But that's when things got kind of funny,
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Namun, saat itu ada kejadian lucu,
05:49
even funnier.
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bahkan sangat lucu.
05:51
The researchers
were out in the parking lot,
were out in the parking lot,
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Peneliti keluar ke tempat parkir
05:54
and they were counting people
as they came in and out of the store,
as they came in and out of the store,
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dan menghitung orang yang
keluar masuk toko,
keluar masuk toko,
05:57
and they noticed that when the volunteers
stood in front of both doors,
stood in front of both doors,
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dan mereka melihat relawan
berdiri di depan dua pintu
berdiri di depan dua pintu
06:01
people stopped coming
out of the store at all.
out of the store at all.
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orang-orang tidak mau keluar dari toko.
06:03
(Laughter)
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(ketawa)
06:06
Obviously, they were surprised by this,
so they decided to look into it further,
so they decided to look into it further,
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Jelas sekali, mereka kaget, lalu mereka
meneliti lebih lanjut,
meneliti lebih lanjut,
06:11
and that's when they found that there
was actually a third, smaller utility door
was actually a third, smaller utility door
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dan saat itu mereka menemukan
pintu ketiga, pintu yang lebih kecil
pintu ketiga, pintu yang lebih kecil
06:16
usually used to take out the recycling --
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yang biasanya digunakan untuk daur ulang.
06:18
(Laughter)
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(ketawa)
06:19
and now people were going out that door
in order to avoid the volunteers.
in order to avoid the volunteers.
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Orang-orang lalu menuju ke sana
untuk menghindari relawan.
untuk menghindari relawan.
06:23
(Laughter)
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(ketawa)
06:26
This teaches us
an important lesson though.
an important lesson though.
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Kita bisa mengambil pelajaran penting.
06:30
When we're trying to eliminate excuses,
we need to be very thorough,
we need to be very thorough,
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Kita perlu teliti dalam
mengeliminir alasan,
mengeliminir alasan,
06:34
because people are
really creative in making them.
really creative in making them.
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karena orang semakin kreatif.
06:36
(Laughter)
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(ketawa)
06:41
Alright, I want to switch to a setting
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Baik, saya mau beralih ke pengaturan
06:43
where excuses can have
deadly consequences.
deadly consequences.
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di mana alasan punya
konsekuensi mematikan.
konsekuensi mematikan.
06:48
What if I told you that the world's
deadliest infectious disease has a cure,
deadliest infectious disease has a cure,
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Bagaimana jika saya bilang ada obat untuk
penyakit infeksi paling mematikan,
penyakit infeksi paling mematikan,
06:52
in fact, that it's had one for 70 years,
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yang sudah ada selama 70 tahun,
06:55
a good one, one that works
almost every time?
almost every time?
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obat terbaik, yang manjur
hampir setiap saat?
hampir setiap saat?
06:59
It's incredible, but it's true.
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Luar biasa, dan memang benar.
07:02
The disease is tuberculosis.
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Penyakit itu bernama tuberculosis
07:04
It infects some 10 million people a year,
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yang menginfeksi hampir 10 juta
orang per tahun,
orang per tahun,
07:06
and it kills almost two million of them.
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dan hampir membunuh 2 juta
di antaranya.
di antaranya.
07:09
Like the blackout prevention program,
we've got the solution.
we've got the solution.
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Seperti pada program pencegahan pemadaman,
kita punya solusinya.
kita punya solusinya.
07:13
The problem is people.
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Masalahnya pada orangnya.
07:16
People need to take their medication
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Orang perlu obat
07:17
so that they're cured,
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agar mereka sembuh
07:19
and so that they don't
get other people sick.
get other people sick.
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dan tidak menularkan ke yang lain
07:23
For a few years now,
we've been collaborating
we've been collaborating
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Beberapa tahun ini, kita berkolaborasi
07:25
with a mobile health startup
called Keheala
called Keheala
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dengan Keheala, startup kesehatan seluler
07:28
to support TB patients
as they undergo treatment.
as they undergo treatment.
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untuk mendukung pasien TB
menjalani perawatan.
menjalani perawatan.
07:31
Now, you have to understand,
TB treatment, it's really tough.
TB treatment, it's really tough.
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Mereka paham perawatan TB sangat berat.
07:34
We're talking about taking
a really strong antibiotic
a really strong antibiotic
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Kita bicara tentang antibiotik terkuat
07:37
every single day for six months or more.
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setiap hari hingga enam bulan lebih.
07:39
That antibiotic is so strong
that it will make you feel sick.
that it will make you feel sick.
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Antibiotiknya cukup kuat
dan menyakiti Anda.
dan menyakiti Anda.
07:42
It will make you feel nauseous and dizzy.
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Anda akan merasa mual dan pusing.
07:44
It will make your pee turn funny colors.
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Dan warna urin Anda jadi aneh.
07:46
It's also a problem because
you have to go back to the clinic
you have to go back to the clinic
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Ini jadi masalah karena Anda
harus bolak-balik ke klinik
harus bolak-balik ke klinik
07:49
about every week
in order to get more pills,
in order to get more pills,
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tiap minggu untuk beli pil lagi
07:52
and in sub-Saharan Africa
or other places where TB is common,
or other places where TB is common,
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Penyakit TB umum ditemukan
di Sub Sahara Afrika atau tempat lainnya.
di Sub Sahara Afrika atau tempat lainnya.
07:55
now you're talking
about going someplace pretty far,
about going someplace pretty far,
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Anda berbicara tentang tempat
yang sangat jauh,
yang sangat jauh,
07:58
taking tough and slow public transport,
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di mana transportasi umum
susah dan lambat,
susah dan lambat,
08:01
maybe the clinic is inefficient.
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klinik kurang efisien.
08:03
So now you're talking about taking
a half day off of work every week
a half day off of work every week
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Jadi Anda mengambil setengah hari kerja
setiap minggu
setiap minggu
08:06
from a job you desperately
can't afford to lose.
can't afford to lose.
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dari pekerjaan Anda yang tidak
boleh lepas.
boleh lepas.
08:09
It's even worse when you consider the fact
that there's a terrible stigma,
that there's a terrible stigma,
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Bahkan dengan adanya
stigma menyedihkan,
stigma menyedihkan,
08:13
and you desperately don't want people
to find that you have the disease.
to find that you have the disease.
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Anda tidak mau orang tahu penyakit Anda.
08:16
Some of the toughest stories we hear
are actually from women
are actually from women
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Beberapa kisah menyedihkan
berasal dari kaum wanita
berasal dari kaum wanita
08:19
who, in these places where
domestic violence can be kind of common,
domestic violence can be kind of common,
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di mana kekerasan rumah tangga
menjadi hal biasa,
menjadi hal biasa,
08:23
they tell us that they have to
hide it from their husbands
hide it from their husbands
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mereka harus menyembunyikan
penyakit ini dari suami
penyakit ini dari suami
08:26
that they're coming to the clinic.
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bahwa mereka datang ke klinik.
08:29
So it's no surprise
that people don't complete treatment.
that people don't complete treatment.
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Tidak heran jika mereka tidak
meneruskan perawatan ini
meneruskan perawatan ini
08:33
Can our approach really help them?
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Bisakah pendekatan kami membantu mereka?
08:36
Can we really get them to stick it out?
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Bisakah kami membuat mereka bertahan?
08:40
Yeah.
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Bisa
08:42
Every day, we text patients
to remind them to take their medication,
to remind them to take their medication,
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Setiap hari, kami mengirim pesan ke pasien
untuk meneruskan pengobatannya,
untuk meneruskan pengobatannya,
08:46
but if we stopped there,
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Tapi jika hanya seperti itu,
08:47
there'd be lots of excuses.
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akan ada banyak alasan.
08:49
"Well, I didn't see the text."
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" Oh, kami tidak terima pesan"
08:51
Or, "You know, I saw the text,
but then I totally forgot,
but then I totally forgot,
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atau " oh saya lihat pesan, tapi lupa,
08:54
put the phone down
and I just forgot about it."
and I just forgot about it."
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saat saya letakkan hp, saya
lupa begitu saja."
lupa begitu saja."
08:56
Or, "I lent the phone out to my mom."
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atau "Ibu meminjam telepon saya."
08:59
We have to eliminate these excuses
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Kami berusaha menghilangkan alasan itu
09:01
and we do that by asking patients
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dengan meminta pasien
09:03
to log in and verify
that they've taken their medication.
that they've taken their medication.
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untuk log in dan verifikasi pengobatannya.
09:07
If they don't log in, we text them again.
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Jika belum log in, pesan dikirim lagi.
09:09
If they don't log in,
we text them yet again.
we text them yet again.
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Jika belum log in,
kami mengirim pesan lagi.
kami mengirim pesan lagi.
09:12
If, after three times,
they still haven't verified,
they still haven't verified,
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Setelah tiga kali belum verifikasi juga,
09:16
we notify a team of supporters
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Kami memberitahu tim pendukung
09:17
and that team will call and text them
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yang akan menelepon dan
mengirim pesan lagi
mengirim pesan lagi
09:20
to try to get them back on the wagon.
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supaya mereka datang ke klinik lagi.
09:22
No excuses.
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tidak ada alasan.
09:25
Our approach, which, admittedly,
uses all sorts of behavioral techniques,
uses all sorts of behavioral techniques,
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Pendakatan kami menggunakan
seluruh teknik perilaku,
seluruh teknik perilaku,
09:29
including, as you've
probably noticed, observability,
probably noticed, observability,
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termasuk yang sudah Anda tahu,
keterlihatan,
keterlihatan,
09:32
it was very effective.
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yang sangat effektif.
09:34
Patients without access to our platform
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Pasien yang tidak mengakses platform kami
09:37
were three times more likely
not to complete treatment.
not to complete treatment.
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tiga kali lebih condong untuk
tidak menyelesaikan pengobatan
tidak menyelesaikan pengobatan
09:43
Alright,
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Baik,
09:44
you've increased observability,
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Anda meningkatkan keterlihatan,
09:46
you've eliminated excuses,
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menyingkirkan alasan,
09:48
but there's still a third thing
you need to be aware of.
you need to be aware of.
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Tapi masih ada hal ketiga
yang harus Anda perhatikan.
yang harus Anda perhatikan.
09:52
If you've been to Washington, DC
or Japan or London,
or Japan or London,
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Jika Anda pernah ke Washington, DC
Jepang, atau London,
Jepang, atau London,
09:56
you know that metro riders there
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Anda tahu penumpang kereta di sana
09:57
will be very careful to stand
on the right-hand side of the escalator
on the right-hand side of the escalator
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berdiri di sisi kanan eskalator
dengan sangat hati-hati
dengan sangat hati-hati
10:01
so that people can go by on the left.
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agar orang bisa lewat di sisi kiri.
10:04
But unfortunately,
not everywhere is that the norm,
not everywhere is that the norm,
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Sayangnya, norma ini tidak berlaku
ke semua orang,
ke semua orang,
10:06
and there's plenty of places
where you can just stand on both sides
where you can just stand on both sides
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Masih ada yang berdiri di kedua sisi
10:09
and block the escalator.
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dan menghalangi eskalator
10:11
Obviously, it's better for others
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Jelas, akan lebih baik jika
10:12
when we stand on the right
and let them go by,
and let them go by,
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kita berdiri di sisi kanan
agar orang bisa lewat,
agar orang bisa lewat,
10:15
but we're only expected
to do that some places.
to do that some places.
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tapi, kami hanya berharap hal berlaku
di beberapa tempat.
di beberapa tempat.
10:18
This is a general phenomenon.
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Ini fenomena umum.
10:20
Sometimes we're expected to do good
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Terkadang kita berharap berbuat baik
10:22
and sometimes not,
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kadang tidak,
10:24
and it means that people
are really sensitive to cues
are really sensitive to cues
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artinya orang-orang sensitif
dengan isyarat
dengan isyarat
10:27
that they're expected to do good
in a particular situation,
in a particular situation,
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yang mendorong mereka berbuat baik
di situasi tertentu,
di situasi tertentu,
10:31
which brings us to the third
and final item on our checklist:
and final item on our checklist:
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yang mengantar kita pada poin ketiga:
10:35
to communicate expectations,
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mengkomunikasikan harapan
10:37
to tell people,
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untuk mengatakan ke orang,
10:38
"Do the good deed right now."
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"Lakukan perbuatan baik sekarang"
10:42
Here's a simple way
to communicate expectations;
to communicate expectations;
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Berikut cara mudah menyampaikan
ekspektasi kita;
ekspektasi kita;
10:44
simply tell them, "Hey, everybody else
is doing the good deed."
is doing the good deed."
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Cukup katakan "Hai, orang lain
sedang berbuat baik loh"
sedang berbuat baik loh"
10:48
The company Opower
sends people in their electricity bill
sends people in their electricity bill
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Perusahaan listrik mengirim
tagihan listrik pelanggan
tagihan listrik pelanggan
10:52
a small insert that compares
their energy consumption
their energy consumption
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dan menyisipkan surat berisi
berapa konsumsi energi mereka
berapa konsumsi energi mereka
10:55
with that of people
with similarly sized homes.
with similarly sized homes.
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dibandingkan dengan orang lain
yang rumahnya sama besar.
yang rumahnya sama besar.
10:59
And when people find out that their
neighbors are using less electricity,
neighbors are using less electricity,
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Dan ketika orang melihat tetangga
menghabiskan lebih sedikit listrik,
menghabiskan lebih sedikit listrik,
11:02
they start to consume less.
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mereka akan meniru.
11:04
That same approach, it's been used
to get people to vote or give to charity
to get people to vote or give to charity
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Pendekatan yang sama bisa digunakan
untuk pemilihan atau beramal
untuk pemilihan atau beramal
11:08
or even reuse their towels in hotels.
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bahkan menggunakan kembali
handuk di hotel.
handuk di hotel.
11:12
What about this one?
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Bagaimana dengan ini?
11:14
Here's another way
to communicate expectations;
to communicate expectations;
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Berikut cara menyampaikan ekspektasi;
11:16
simply do it by saying, "Do the good deed"
just at the right time.
just at the right time.
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katakan "Lakukan aksi baik"
pada momen yang tepat
pada momen yang tepat
11:23
What about this one?
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Bagaimana dengan ini?
11:26
This ticker reframes
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Yang satu ini bisa mengubah
11:28
the kind of mundane task
of turning off the lights
of turning off the lights
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rutinitas biasa seperti mematikan lampu
11:31
and turns it instead
into an environmental contribution.
into an environmental contribution.
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menjadi bentuk kontribusi lingkungan.
11:36
The bottom line is,
lots of different ways to do this,
lots of different ways to do this,
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poinnya ialah, ada beragam cara
11:39
lots of ways to communicate expectations.
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untuk mengkomunikasikan
ekspektasi kita.
ekspektasi kita.
11:41
Just don't forget to do it.
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Dan jangan lupa diterapkan.
11:43
And that's it.
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Itu saja.
11:44
That's our checklist.
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Itu daftar kita.
11:48
Many of you are working on problems
with important social consequences,
with important social consequences,
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Banyak dari Anda berusaha cari solusi
pada konsekuensi sosial.
pada konsekuensi sosial.
11:52
and sometimes you might need
to motivate people to do more good.
to motivate people to do more good.
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Terkadang Anda perlu memotivasi
orang untuk berbuat baik.
orang untuk berbuat baik.
11:57
The tools you learned today
can help you with this.
can help you with this.
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Yang Anda pelajari hari ini
dapat membantu Anda
dapat membantu Anda
12:00
And these tools, they don't require
that you raise additional funds
that you raise additional funds
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dan tidak butuh ekstra biaya
12:03
or that you develop
any more fancy technologies.
any more fancy technologies.
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atau dikembangkan jadi teknologi canggih.
12:06
They just require harnessing reputations
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Anda cukup memanfaatkan reputasi
12:09
by increasing observability,
eliminating excuses
eliminating excuses
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dengan meningkatkan keterlihatan,
menyingkirkan alasan,
menyingkirkan alasan,
12:12
and communicating expectations.
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dan menyampaikan harapan kita.
12:16
Thank you.
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Terima kasih
12:17
(Applause)
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(Tepuk tangan)
ABOUT THE SPEAKER
Erez Yoeli - Research scientistErez Yoeli's research focuses on altruism: understanding how it works and how to promote it.
Why you should listen
Erez (pronounced ‘EH-rez’) Yoeli is a research scientist at MIT's Sloan School of Management, where he directs the Applied Cooperation Team. His research focuses on altruism: understanding how it works and how to promote it. He collaborates with governments, nonprofits and companies to apply these insights to address real-world challenges like increasing energy conservation, improving antibiotic adherence, reducing smoking in public places and promoting philanthropy.
Yoeli teaches the undergraduate Game Theory course at Harvard and regularly publishes theoretical and applied academic research articles. He shares his research highlights through frequent talks and featured articles in the New York Times, The Economist, Quartz and Behavioral Scientist. His research has also been profiled nationally and internationally in publications like TIME and Huffington Post.
Yoeli received his PhD in economics from the University of Chicago Booth School of Business. Before founding the Applied Cooperation Team, he was an economist at the US Federal Trade Commission and served as an expert witness in cases against companies that defrauded consumers. In an earlier, "pre-economist" life, he was a classical percussionist. He enjoys spicy food, hiking and spending time with his two very cuddly cats.
Erez Yoeli | Speaker | TED.com