The Way We Work
Wendy De La Rosa: 3 psychological tricks to help you save money
Vendi De La Rosa (Wendy De La Rosa): Tri psihološka trika koji će vas navesti da uštedite
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Svi mi želimo da uštedimo novac, ali opšte uzev, ljudi to danas sve manje rade. Bihevioralni naučnik Vendi De La Rosa proučava kako ljudi u svakodnevnom životu donose odluke da bi poboljšali svoje finansijsko stanje. Ono što je otkrila vam može pomoći da se bezbolno obavežete da uštedite više i potrošite 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 štedeti
00:02
and is something that we should be doing.
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i da je to nešto što treba da radimo.
A ipak, opšte uzev, 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 šta treba da uradimo.
00:12
The question is: How do we do it?
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Pitanje je: kako da to uradimo?
00:14
And that's what I'm here to teach you.
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Ovde sam da 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 zavisi
od činilaca iz sredine oko nas.
od činilaca iz sredine oko nas.
00:24
Let me give you an example.
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Daću vam primer.
00:25
We ran a study in which, in one group,
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Sproveli smo istraživanje
u kome smo, u jednoj grupi,
u kome 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 jednom mesečno.
njihov prihod jednom mesečno.
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
prikazivali njihov prihod jednom nedeljno.
prikazivali njihov prihod jednom nedeljno.
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
koji su gledali prihod svake nedelje
koji su gledali prihod svake nedelje
00:39
were able to budget better
throughout the month.
throughout the month.
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bolje išlo planiranje budžeta
tokom celog meseca.
tokom celog meseca.
00:41
Now, it's important to know
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Bitan podatak je da nismo promenili
koliko su novca dobijali;
koliko su novca dobijali;
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 promenili sredinu
u kojoj su razumeli svoj prihod.
u kojoj su razumeli 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 činioci iz sredine imaju uticaj.
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 sa vama podeliti
trikove koje već znate.
trikove koje već znate.
Neću vam ispričati
kako da otvorite štedni račun
kako da otvorite 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
da štedite za penziju.
da štedite za penziju.
00:57
or how to start saving
for your retirement.
for your retirement.
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Ono što ću podeliti sa vama
jeste kako da premostite jaz
jeste kako da premostite 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 namera da uštedite
01:03
and your actions.
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i svojih postupaka.
01:05
Are you ready?
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Da li ste spremni?
Evo prve stavke:
01:06
Here's number one:
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iskoristiti snagu obavezivanja.
01:07
harness the power of pre-commitment.
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U suštini, razmišljamo o sebi
na dva različita načina:
na dva različita načina:
01:09
Fundamentally, we think about ourselves
in two different ways:
in two different ways:
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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 štedeti za penziju,
smršati,
01:19
we're going to lose weight,
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više ćemo zvati roditelje.
01:20
we're going to call our parents more.
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Ali često zaboravljamo
da je naše buduće ja
da je naše buduće ja
01:22
But we oftentimes forget
that our future self
that our future self
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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.
Znamo da je jedan od najboljih momenata
za štednju kada dobijete povraćaj poreza.
za štednju kada dobijete povraćaj poreza.
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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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 februara,
ljudima početkom februara,
sa nadom da još nisu podneli
zahtev za porez.
zahtev za porez.
01:36
hopefully before
they even filed for their taxes.
they even filed for their taxes.
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01:38
And we asked them,
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Pitali smo ih:
„Ako dobijete povraćaj poreza,
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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koliko procenata
biste voleli da sačuvate?“
biste voleli da sačuvate?“
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 da li će dobiti povraćaj
niti koliko će iznositi.
niti koliko će iznositi.
Ali postavili smo ga 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 povraćaj novca:
odmah nakon što su dobili povraćaj novca:
„Koliko procenata
biste voleli da sačuvate?“
biste voleli da sačuvate?“
01:54
"What percentage would you like to save?"
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01:56
Now, here's what happened.
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Evo šta 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 povraćaj,
upravo dobili povraćaj,
02:01
they wanted to save about 17 percent
of their tax refund.
of their tax refund.
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želeli su da sačuvaju
oko 17 posto vraćenog novca.
oko 17 posto vraćenog 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 u kojoj smo pitali ljude
pre nego što su uopšte podneli zahtev,
pre nego što su uopšte podneli zahtev,
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 procenata
sa 17 na 27 procenata
02:13
when we asked in February.
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kada smo pitali u februaru.
02:15
Why?
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Zašto?
02:16
Because you're committing
for your future self,
for your future self,
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Zato što određujete obavezu
za svoje buduće ja,
za svoje buduće ja,
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 da uštedi 27 posto.
može da uštedi 27 posto.
02:21
These large changes in savings behavior
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Ove velike promene
u ponašanju vezanom za štednju
u ponašanju vezanom za štednju
02:23
came from the fact that we changed
the decision-making environment.
the decision-making environment.
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proističu iz činjenice da smo promenili
sredinu donošenja odluke.
sredinu donošenja odluke.
02:27
We want you to be able
to harness that same power.
to harness that same power.
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Hteli bismo da uspete
da iskoristite tu istu moć.
da iskoristite tu istu moć.
02:29
So take a moment
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Hajde 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
da prijavite svoje buduće ja
da prijavite 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 šta danas znate
da će biti pomalo teško.
da će biti pomalo teško.
Registrujte se na aplikaciju
02:37
Sign up for an app that lets you
make savings decisions in advance.
make savings decisions in advance.
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koja vam omogućava
da unapred donosite odluke o uštedi.
da unapred donosite odluke 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 obavezujući ugovor.
imati obavezujući ugovor.
02:44
Number two: use transition moments
to your advantage.
to your advantage.
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Pod dva: upotrebite
prelazne trenutke u svoju korist.
prelazne trenutke u svoju korist.
Sproveli smo eksperiment sa veb-sajtom
02:47
We did an experiment with a website
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koji pomaže starijim ljudima
da podele domaćinstvo sa drugima.
da podele domaćinstvo sa drugima.
02:49
that helps older adults
share their housing.
share their housing.
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02:52
We ran two ads on social media,
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Postavili smo dve reklame
na društvenim mrežama,
na društvenim mrežama,
02:54
targeted to the same
population of 64-year-olds.
population of 64-year-olds.
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usmerene na istu populaciju od 64 godine.
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 penziju?
Deljenje kuće 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 smo: „Imate 64 godine
i ulazite u 65.
i ulazite u 65.
03:08
Are you ready for retirement?
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Jeste li spremni za penziju?
03:09
House sharing can help."
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Deljenje kuće može pomoći.“
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
prelazni period.
prelazni period.
03:15
All of a sudden,
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Iznenada, videli 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 bismo 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
zahtev za sastanak u kalendar
zahtev za sastanak u kalendar
03:31
for the day before your next birthday.
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dan pre sledećeg 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 finansije koju najviše želite
vezanu za finansije 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 poslednji trik:
03:40
get a handle on small, frequent purchases.
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kontrolišite male, česte kupovine.
03:43
We've run a few different studies
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Sproveli smo nekoliko različitih studija
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 kažu da im je žao,
zbog kojeg ljudi kažu da im je žao,
pored bankarskih taksi,
03:50
is eating out.
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obroci u restoranima.
03:51
It's a frequent purchase
we make almost every day,
we make almost every day,
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To je česta kupovina
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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Ovde kafa, onde sendvič...
03:59
It adds up and decreases
our ability to save.
our ability to save.
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Sve se to sabira i umanjuje
našu sposobnost da uštedimo.
našu sposobnost da uštedimo.
04:02
Back when I lived in New York City,
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Kada sam živela u Njujorku,
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 videla da sam potrošila
preko 2 000 dolara
preko 2 000 dolara
na aplikacije za prevoz.
04:10
It was more than my New York City rent.
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To je bilo više od moje kirije u Njujorku.
04:12
I vowed to make a change.
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Zavetovala sam se da to promenim.
04:13
And the next month,
I spent 2,000 dollars again --
I spent 2,000 dollars again --
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Sledećeg meseca
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 promene, jer sama ta informacija
nije promenila moje ponašanje.
nije promenila moje ponašanje.
04:20
I didn't change my environment.
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Nisam promenila okruženje.
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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Kada sam bila 4 000 dolara u minusu,
uradila sam dve stvari.
uradila sam dve stvari.
Prvo sam skinula kreditnu karticu
04:26
The first is that I unlinked
my credit card
my credit card
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04:28
from my car-sharing apps.
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sa aplikacije za prevoz.
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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Umesto toga sam stavila debitnu karticu
na kojoj je bilo samo 300 dolara mesečno.
na kojoj je bilo samo 300 dolara mesečno.
04:34
If I needed more,
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Ako bi mi trebalo više,
morala bih da prođem kroz čitav proces
dodavanja nove kartice,
dodavanja nove kartice,
04:35
I had to go through the whole process
of adding a new card,
of adding a new card,
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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,
menja naše ponašanje.
menja naše ponašanje.
04:42
We aren't machines.
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Nismo mašine.
04:44
We don't carry around an abacus every day,
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Ne nosimo računaljku 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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da bismo računali koliko trošimo
u odnosu na ono šta želimo.
u odnosu na ono šta 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 uradili nešto.
04:55
So I gave myself a limit.
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Tako sam postavila sebi ograničenje.
04:57
I can only use ride-sharing apps
three times a week.
three times a week.
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Mogu da koristim aplikaciju za prevoz
samo tri puta nedeljno.
samo tri puta nedeljno.
05:01
It forced me to ration my travels.
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To me je primoralo 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 sa troškovima prevoza,
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 promena okruženja koje sam unela.
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 promenite okruženje
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 saveti za vas.
05:17
But I want you to remember one thing.
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Ali htela bih da zapamtite 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, umemo da budemo
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 predvideti kako ćemo postupiti
u određenim situacijama.
u određenim situacijama.
05:31
Let's do that with saving.
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Hajde da to uradimo sa štednjom.
05:33
Let's change our environment
to help our future selves.
to help our future selves.
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Promenimo svoje okruženje
da bismo pomogli sebi u budućnosti.
da bismo pomogli sebi u budućnosti.
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