ABOUT THE SPEAKER
Sheena Iyengar - Psycho-economist
Sheena Iyengar studies how people choose (and what makes us think we're good at it).

Why you should listen

We all think we're good at making choices; many of us even enjoy making them. Sheena Iyengar looks deeply at choosing and has discovered many surprising things about it. For instance, her famous "jam study," done while she was a grad student, quantified a counterintuitive truth about decisionmaking -- that when we're presented with too many choices, like 24 varieties of jam, we tend not to choose anything at all. (This and subsequent, equally ingenious experiments have provided rich material for Malcolm Gladwell and other pop chroniclers of business and the human psyche.)

Iyengar's research has been informing business and consumer-goods marketing since the 1990s. But she and her team at the Columbia Business School throw a much broader net. Her analysis touches, for example, on the medical decisionmaking that might lead up to choosing physician-assisted suicide, on the drawbacks of providing too many choices and options in social-welfare programs, and on the cultural and geographical underpinning of choice. Her book The Art of Choosing shares her research in an accessible and charming story that draws examples from her own life.

Watch a Facebook-exclusive short video from Sheena Iyengar: "Ballet Slippers" >>

More profile about the speaker
Sheena Iyengar | Speaker | TED.com
TEDSalon NY2011

Sheena Iyengar: How to make choosing easier

Sheena lyengar:如何令选择变得更加容易

Filmed:
2,749,817 views

即使我们都渴望为自己独家定制的体验与产品,顾客们在面对着700多种选择时,仍变得不知所措。以令人惊叹的调查数据,Sheena lyengar, 向我们展示商业(以及其他行业)如何可以改善选择的体验。
- Psycho-economist
Sheena Iyengar studies how people choose (and what makes us think we're good at it). Full bio

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

00:15
Do you know how many许多 choices选择 you make
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你知道在日常生活中你平均
00:17
in a typical典型 day?
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每天做多少选择?
00:20
Do you know how many许多 choices选择 you make
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你知道你平均每周
00:22
in typical典型 week?
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做多少选择?
00:24
I recently最近 did a survey调查
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我最近在超过2000美国人中
00:26
with over 2,000 Americans美国人,
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做了一个调查,
00:28
and the average平均 number of choices选择
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结果显示,一个典型的美国人
00:30
that the typical典型 American美国 reports报告 making制造
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平均每天
00:32
is about 70 in a typical典型 day.
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做70个选择。
00:35
There was also recently最近 a study研究 doneDONE with CEOs老总
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另外最近还有一个对于CEO们的研究
00:39
in which哪一个 they followed其次 CEOs老总 around for a whole整个 week.
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科学家们在一星期中跟着CEO们
00:42
And these scientists科学家们 simply只是 documented记录 all the various各个 tasks任务
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然后记录下他们所参与和完成的
00:45
that these CEOs老总 engaged订婚 in
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各种不同的活动与任务
00:47
and how much time they spent花费 engaging
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和他们做的所有与这些任务有关的
00:49
in making制造 decisions决定 related有关 to these tasks任务.
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决定所用的时间。
00:51
And they found发现 that the average平均 CEOCEO
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科学家们由此发现,每一个CEO平均
00:54
engaged订婚 in about 139 tasks任务 in a week.
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每周参与完成大概139个任务。
00:57
Each task任务 was made制作 up of many许多, many许多, many许多 sub-choices子选择 of course课程.
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当然了,每个任务又都是由许多小的选择构成的。
01:01
50 percent百分 of their decisions决定
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这其中50%的决定
01:03
were made制作 in nine minutes分钟 or less.
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都是他们在九分钟甚至更短的时间内做出的。
01:06
Only about 12 percent百分 of the decisions决定
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只有其中百分之十二的决定,
01:09
did they make an hour小时 or more of their time.
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用了他们一小时或更长的时间。
01:13
Think about your own拥有 choices选择.
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想一想你每天做的选择。
01:15
Do you know how many许多 choices选择
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你知道它们中多少
01:17
make it into your nine minute分钟 category类别
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是“九分钟抉择”
01:19
versus your one hour小时 category类别?
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又有多少是一小时的选择?
01:21
How well do you think you're doing
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在管理这些选择上,
01:23
at managing管理的 those choices选择?
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你做的如何?
01:26
Today今天 I want to talk
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今天我要讲一讲
01:28
about one of the biggest最大 modern现代 day choosing选择 problems问题 that we have,
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现在社会中我们所面对的最严重的选择问题:
01:31
which哪一个 is the choice选择 overload超载 problem问题.
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选择过多。
01:33
I want to talk about the problem问题
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我想要讲一讲这些问题
01:35
and some potential潜在 solutions解决方案.
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与一些可行的解决办法。
01:37
Now as I talk about this problem问题,
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我现在先将这个问题,
01:39
I'm going to have some questions问题 for you
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我要问你们一些问题
01:41
and I'm going to want to know your answers答案.
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然后我希望得到你们的答案。
01:44
So when I ask you a question,
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所以当我问你们一个问题
01:46
since以来 I'm blind,
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由于我看不见,
01:48
only raise提高 your hand if you want to burn烧伤 off some calories卡路里.
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不要举手除非你只是想消耗一下卡路里。
01:51
(Laughter笑声)
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(笑声)
01:54
Otherwise除此以外, when I ask you a question,
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否则,当我问你们一个问题,
01:56
and if your answer回答 is yes,
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如果你的答案是:是,
01:58
I'd like you to clap your hands.
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我希望你们可以鼓掌。
02:00
So for my first question for you today今天:
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所以,我今天给你们的第一个问题是:
02:03
Are you guys ready准备 to hear about the choice选择 overload超载 problem问题?
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对于选择过多这个问题你们准备好听了么?
02:06
(Applause掌声)
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(观众鼓掌)
02:08
Thank you.
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谢谢
02:11
So when I was a graduate毕业 student学生 at Stanford斯坦福 University大学,
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当我还是斯坦福大学的一名本科学生时,
02:13
I used to go to this very, very upscale高档 grocery杂货 store商店;
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我经常去一个非常高级的杂货店;
02:16
at least最小 at that time it was truly upscale高档.
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至少在当时看来那家店是十分高级的。
02:18
It was a store商店 called Draeger's德尔格公司.
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它的名字是Draeger‘s。
02:21
Now this store商店, it was almost几乎 like going to an amusement娱乐 park公园.
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去那家店,就像是去游乐园一样。
02:24
They had 250 different不同 kinds of mustards芥末 and vinegars
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他们有250种不同的黄芥末和醋
02:27
and over 500 different不同 kinds
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还有超过500中不同种类的
02:29
of fruits水果 and vegetables蔬菜
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蔬菜和水果
02:31
and more than two dozen different不同 kinds of bottled瓶装 water --
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还有超过24中不同的瓶装水
02:34
and this was during a time when we actually其实 used to drink tap龙头 water.
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而那是我们还在喝水龙头里的水的年代。
02:38
I used to love going to this store商店,
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我过去十分喜欢去这家店,
02:41
but on one occasion场合 I asked myself,
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但是有一次我问自己,
02:43
well how come you never buy购买 anything?
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为什么你从来都不买东西呢?
02:45
Here's这里的 their olive橄榄 oil aisle走道.
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这是卖橄榄油的过道。
02:47
They had over 75 different不同 kinds of olive橄榄 oil,
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他们有75种以上不同的橄榄油,
02:49
including包含 those that were in a locked锁定 case案件
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包括那些被锁在盒子里
02:51
that came来了 from thousand-year-old千岁 olive橄榄 trees树木.
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从4000年的橄榄树上取来的油。
02:55
So I one day decided决定 to pay工资 a visit访问 to the manager经理,
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于是有一天我决定去拜访一下这家店的经理,
02:57
and I asked the manager经理,
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我问他,
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"Is this model模型 of offering people all this choice选择 really working加工?"
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“这个给人们所有选择的模型真的有用么?”
03:02
And he pointed to the busloadsbusloads of tourists游客
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然后他向我示意了那些每天都会来的
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that would show显示 up everyday每天,
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一车一车的
03:06
with cameras相机 ready准备 usually平时.
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举着相机的游客。
03:08
We decided决定 to do a little experiment实验,
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我们决定做一个小实验,
03:11
and we picked采摘的 jam果酱 for our experiment实验.
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然后选择了果酱作为试验品。
03:13
Here's这里的 their jam果酱 aisle走道.
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这是卖果酱的走廊。
03:15
They had 348 different不同 kinds of jam果酱.
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他们有148种不同的果酱。
03:17
We set up a little tasting品尝 booth
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在店门口的地方
03:19
right near the entrance入口 of the store商店.
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我们摆设了一个小的品尝台。
03:21
We there put out six different不同 flavors口味 of jam果酱
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我们在那儿摆6种
03:23
or 24 different不同 flavors口味 of jam果酱,
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或24种不同味道的果酱,
03:26
and we looked看着 at two things:
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然后我们观察了两件事:
03:28
First, in which哪一个 case案件
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第一,人们在哪种情况下
03:30
were people more likely容易 to stop, sample样品 some jam果酱?
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更愿意停下脚步品尝一些果酱?
03:33
More people stopped停止 when there were 24, about 60 percent百分,
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相比较下,大部分,约60%的人,在有24种果酱走廊停了脚步,
03:36
than when there were six,
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而当有6种果酱时
03:38
about 40 percent百分.
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只有40%的人。
03:40
The next下一个 thing we looked看着 at
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我们观察的另一件事是:
03:42
is in which哪一个 case案件 were people more likely容易
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在人们在哪种情况下更愿意
03:44
to buy购买 a jar of jam果酱.
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买一罐果酱
03:46
Now we see the opposite对面 effect影响.
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这时,我们观察到了相反的结果。
03:48
Of the people who stopped停止 when there were 24,
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在那些在有24种果酱时停下的人们中,
03:50
only three percent百分 of them actually其实 bought a jar of jam果酱.
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只有3%的人真正买了果酱。
03:53
Of the people who stopped停止 when there were six,
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而此时,在那些在有6种果酱时停下的人们中,
03:56
well now we saw that 30 percent百分 of them
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我们发现有30%的人
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actually其实 bought a jar of jam果酱.
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买了果酱。
04:00
Now if you do the math数学,
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现在如果你算一下的话,
04:02
people were at least最小 six times more likely容易 to buy购买 a jar of jam果酱
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当人们只有六种选择时,
04:05
if they encountered遇到 six
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比有24种时
04:07
than if they encountered遇到 24.
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买果酱的倾向上升了至少六倍
04:09
Now choosing选择 not to buy购买 a jar of jam果酱
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选择不买果酱
04:11
is probably大概 good for us --
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也许对我们来说是一件好事儿
04:13
at least最小 it's good for our waistlines腰围 --
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至少对我们的水桶腰来说,
04:15
but it turns out that this choice选择 overload超载 problem问题 affects影响 us
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但是结果证明过度选择甚至在
04:18
even in very consequential后果 decisions决定.
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非常重要的决定上影响我们。
04:21
We choose选择 not to choose选择,
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我们甚至在有悖个人利益的情况下,
04:23
even when it goes against反对 our best最好 self-interests自身利益.
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宁愿放弃选择。
04:26
So now for the topic话题 of today今天: financial金融 savings.
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所以现在来介绍我们今天的话题:金融理财。
04:29
Now I'm going to describe描述 to you a study研究 I did
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现在我要向你们介绍我与Gur Huberman, Emir Kamerica, Wei Jang
04:33
with Gur古尔 Huberman胡贝尔曼, Emir埃米尔 Kamenica卡梅尼察, Wei Jang
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一起做的一个关于
04:36
where we looked看着 at the retirement退休 savings decisions决定
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近百万美国人在全美650多种
04:40
of nearly几乎 a million百万 Americans美国人
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养老金计划中
04:43
from about 650 plans计划
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选择的
04:46
all in the U.S.
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研究。
04:48
And what we looked看着 at
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我们研究了
04:50
was whether是否 the number of fund基金 offerings供品
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养老金计划,
04:52
available可得到 in a retirement退休 savings plan计划,
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也就是401(k)雇员福利中
04:54
the 401(k) plan计划,
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所提供的基金选择数量,
04:56
does that affect影响 people's人们 likelihood可能性
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是否影响人们
04:58
to save保存 more for tomorrow明天.
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为未来存款的几率。
05:00
And what we found发现
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我们发现,
05:02
was that indeed确实 there was a correlation相关.
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这之前却是有联系。
05:05
So in these plans计划, we had about 657 plans计划
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于是在这些计划中,我们选择了657个
05:08
that ranged不等 from offering people
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从提供2到59种基金
05:10
anywhere随地 from two to 59 different不同 fund基金 offerings供品.
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的不同计划。
05:13
And what we found发现 was that,
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我们发现,
05:15
the more funds资金 offered提供,
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事实上,提供的基金越多,
05:17
indeed确实, there was less participation参与 rate.
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参购率就越低。
05:20
So if you look at the extremes极端,
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所以如果观察一下极端的情况的话,
05:22
those plans计划 that offered提供 you two funds资金,
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会发现那些提供给客户两种基金的计划
05:24
participation参与 rates利率 were around in the mid-中-70s --
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的参购率在70左右,
05:27
still not as high as we want it to be.
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仍然没有我们期待中的那么高。
05:29
In those plans计划 that offered提供 nearly几乎 60 funds资金,
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那些提供接近60种基金的计划,
05:32
participation参与 rates利率 have now dropped下降
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参购率降低到了
05:35
to about the 60th percentile百分.
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60多的参购率。
05:38
Now it turns out
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由此看来,
05:40
that even if you do choose选择 to participate参加
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即使是你真的选择参与一个计划,
05:43
when there are more choices选择 present当下,
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当那么多计划摆在你面前时,
05:45
even then, it has negative consequences后果.
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还是会造成负面的影响。
05:48
So for those people who did choose选择 to participate参加,
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所以对于那些选择参与计划的人来说,
05:51
the more choices选择 available可得到,
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选择越多,
05:53
the more likely容易 people were
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他们越容易选择
05:55
to completely全然 avoid避免 stocks个股 or equity公平 funds资金.
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完全避开股票或类似的基金。
05:58
The more choices选择 available可得到,
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选择越多,
06:00
the more likely容易 they were
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越容易造成人们
06:02
to put all their money in pure money market市场 accounts账户.
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把钱存进单纯的存钱账户中。
06:04
Now neither也不 of these extreme极端 decisions决定
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现在,这两种极端选择
06:06
are the kinds of decisions决定
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没有一种是当考虑到朋友未来的生活时,
06:08
that any of us would recommend推荐 for people
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我们会推荐给朋友的
06:10
when you're considering考虑 their future未来 financial金融 well-being福利.
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好的选择。
06:13
Well, over the past过去 decade,
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在过去十年中,
06:15
we have observed观察到的 three main主要 negative consequences后果
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我们观察到了提供人们越来越多的选择
06:18
to offering people more and more choices选择.
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所造成的负面影响
06:21
They're more likely容易 to delay延迟 choosing选择 --
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他们越来越容易推迟选择的过程,
06:23
procrastinate拖延 even when it goes against反对 their best最好 self-interest自我利益.
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即使这样做会损害到自身的利益。
06:26
They're more likely容易 to make worse更差 choices选择 --
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人们更容易做出更差的选择-
06:28
worse更差 financial金融 choices选择, medical choices选择.
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更差的理财选择,医疗选择。
06:31
They're more likely容易 to choose选择 things that make them less satisfied满意,
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人们更容易选择那些令自己不满意的选项,
06:34
even when they do objectively客观地 better.
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即使那些选择也许客观来讲并没有那么差。
06:37
The main主要 reason原因 for this
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这是因为,
06:39
is because, we might威力 enjoy请享用 gazing凝视 at those giant巨人 walls墙壁
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虽然我们很享受看一排一排
06:43
of mayonnaises蛋黄酱, mustards芥末, vinegars, jams果酱,
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由美乃滋,黄芥末,醋和果酱建成的的高墙,
06:45
but we can't actually其实 do the math数学 of comparing比较 and contrasting对比
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却不愿意亲自比较
06:48
and actually其实 picking选择 from that stunning令人惊叹 display显示.
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然后在如此庞大的陈列中做出选择。
06:52
So what I want to propose提出 to you today今天
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所以今天我想向你们介绍
06:54
are four simple简单 techniques技术 --
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四种简单的技巧-
06:57
techniques技术 that we have tested测试 in one way or another另一个
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它们都是你可以轻松地
07:00
in different不同 research研究 venues场馆 --
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运用在生意上,
07:02
that you can easily容易 apply应用
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并且被测试过许多次的
07:04
in your businesses企业.
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可靠技巧。
07:06
The first: Cut.
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一:精减。
07:08
You've heard听说 it said before,
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你们以前也许听过,
07:10
but it's never been more true真正 than today今天,
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但这个说法在从前的社会从未像现今一样的适用-
07:12
that less is more.
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“少即是多”
07:14
People are always upset烦乱 when I say, "Cut."
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每一次我说“精减"的时候,人们总是会很生气。
07:17
They're always worried担心 they're going to lose失去 shelf space空间.
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他们担心这样做会导致他们丢失自我空间。
07:19
But in fact事实, what we're seeing眼看 more and more
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但事实上,根据我们所观察到的是
07:22
is that if you are willing愿意 to cut,
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当一个人越是愿意
07:24
get rid摆脱 of those extraneous外来 redundant options选项,
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放弃多余的选择,
07:26
well there's an increase增加 in sales销售,
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使得营业额上升,
07:28
there's a lowering降低 of costs成本,
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价格降低,
07:30
there is an improvement起色 of the choosing选择 experience经验.
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越是会改善原则的经历。
07:34
When Proctor普罗克特 & Gamble
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当保洁公司
07:36
went from 26 different不同 kinds of Head & Shoulders护肩 to 15,
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将26种不同的海飞丝减至15种时,
07:38
they saw an increase增加 in sales销售 by 10 percent百分.
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销售额上升了百分之十。
07:41
When the Golden金色 Cat Corporation公司
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当金猫公司
07:43
got rid摆脱 of their 10 worst-selling最糟糕的销售 cat litter products制品,
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停止了他们的十种销售量最差的猫粮的销售,
07:45
they saw an increase增加 in profits利润
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盈利上升了
07:47
by 87 percent百分 --
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百分之八十七-
07:49
a function功能 of both increase增加 in sales销售
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是又能增加销售额
07:51
and lowering降低 of costs成本.
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还降低了成本两全其美的好方法。
07:53
You know, the average平均 grocery杂货 store商店 today今天
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正如你们所知道的,现在一个普通的杂货店
07:55
offers报价 you 45,000 products制品.
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提供45000种商品给你选择。
07:57
The typical典型 Walmart沃尔玛(Walmart) today今天 offers报价 you 100,000 products制品.
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一个典型的沃尔玛为你提供100000种商品。
08:00
But the ninth第九 largest最大 retailer零售商,
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但是,第九大的零售商
08:05
the ninth第九 biggest最大 retailer零售商 in the world世界 today今天
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今天世界上第九大的零售商,
08:07
is Aldi阿尔迪,
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是阿尔迪,
08:09
and it offers报价 you only 1,400 products制品 --
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而他们只提供给顾客1400种商品-
08:12
one kind of canned听装 tomato番茄 sauce.
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一种罐装番茄酱。
08:15
Now in the financial金融 savings world世界,
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在这个理财的世界中,
08:17
I think one of the best最好 examples例子 that has recently最近 come out
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我认为在关于如何最有效地管理选择中
08:20
on how to best最好 manage管理 the choice选择 offerings供品
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最好的例子是
08:23
has actually其实 been something that David大卫 Laibson赖伯森 was heavily严重 involved参与 in designing设计,
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David Laibson十分投入的
08:26
which哪一个 was the program程序 that they have at Harvard哈佛.
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一个哈佛的项目。
08:28
Every一切 single Harvard哈佛 employee雇员
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哈佛的每一个教职工
08:30
is now automatically自动 enrolled就读
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都自动被登记加入
08:32
in a lifecycle生命周期 fund基金.
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一个生活周期基金中。
08:34
For those people who actually其实 want to choose选择,
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那些愿意自己选择的人,
08:36
they're given特定 20 funds资金,
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有20种不同的基金选择,
08:38
not 300 or more funds资金.
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而不是300种甚至更多。
08:40
You know, often经常, people say,
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你知道,人们很喜欢说,
08:42
"I don't know how to cut.
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”我不知道怎么消减
08:44
They're all important重要 choices选择."
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这些都是非常重要的选择。”
08:46
And the first thing I do is I ask the employees雇员,
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所以我做的第一件事是问这些教职工,
08:49
"Tell me how these choices选择 are different不同 from one another另一个.
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“告诉我这些选择与其他那些有何不同,
08:51
And if your employees雇员 can't tell them apart距离,
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如果你的员工们不能分辨它们的不同,
08:53
neither也不 can your consumers消费者."
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你的顾客肯定也不能。“
08:56
Now before we started开始 our session会议 this afternoon下午,
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今天下午在这个活动开始之前,
08:59
I had a chat with Gary加里.
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我跟Gary聊了一会儿。
09:01
And Gary加里 said that he would be willing愿意
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Gary跟我说他愿意
09:04
to offer提供 people in this audience听众
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为今天在场的所有观众提供
09:06
an all-expenses-paid所有费用由雇主支付 free自由 vacation假期
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一次到这个世界上最美的路的旅行,
09:09
to the most beautiful美丽 road in the world世界.
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并且完全免费。
09:13
Here's这里的 a description描述 of the road.
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我希望你们读一下
09:16
And I'd like you to read it.
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对这条路的描写。
09:18
And now I'll give you a few少数 seconds to read it
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现在我给你们几秒钟自己读一下,
09:20
and then I want you to clap your hands
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如果你愿意接受Gary的提议的话,
09:22
if you're ready准备 to take Gary加里 up on his offer提供.
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就请鼓掌。
09:24
(Light clapping拍手)
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(稀疏的掌声)
09:26
Okay. Anybody任何人 who's谁是 ready准备 to take him up on his offer提供.
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好,有人愿意接受他的提议么?
09:29
Is that all?
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没有其他人了么?
09:31
All right, let me show显示 you some more about this.
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好吧,我多给你们看一些有关此事的。
09:34
(Laughter笑声)
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(笑声)
09:37
You guys knew知道 there was a trick, didn't you.
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你们早就知道这是个诡计了,是吧?
09:44
(Honk按喇叭)
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(汽车喇叭声)
09:46
Now who's谁是 ready准备 to go on this trip.
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现在,有谁愿意去这次旅行?
09:49
(Applause掌声)
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(观众鼓掌)
09:51
(Laughter笑声)
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(笑声)
09:53
I think I might威力 have actually其实 heard听说 more hands.
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我以为我会听到更多掌声呢。
09:56
All right.
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好吧,
09:58
Now in fact事实,
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事实上,
10:00
you had objectively客观地 more information信息
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客观地来讲,
10:02
the first time around than the second第二 time around,
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你们第一次的时候比第二次得到的信息要多,
10:04
but I would venture冒险 to guess猜测
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但是我冒昧地猜
10:06
that you felt that it was more real真实 the second第二 time around.
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你们觉得第二次更真实一些。
10:10
Because the pictures图片 made制作 it feel
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因为那些照片让你们
10:12
more real真实 to you.
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感觉更真实。
10:14
Which哪一个 brings带来 me to the second第二 technique技术
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而这个例子就是我们今天要讲的第二个
10:16
for handling处理 the choice选择 overload超载 problem问题,
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处理选择过多的技巧,
10:18
which哪一个 is concretization具体化.
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具体化。
10:20
That in order订购 for people to understand理解
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为了令人们更好地理解
10:22
the differences分歧 between之间 the choices选择,
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众多选择之间的区别,
10:24
they have to be able能够 to understand理解
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他们必须理解,
10:26
the consequences后果 associated相关 with each choice选择,
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每一个选择所将带来的后果,
10:29
and that the consequences后果 need to be felt
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而这些后果必须是可以
10:32
in a vivid生动 sort分类 of way, in a very concrete具体 way.
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十分清晰、具体地感受到的。
10:36
Why do people spend an average平均 of 15 to 30 percent百分 more
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为什么人们平均每天花
10:39
when they use an ATM自动取款机 card or a credit信用 card
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比用现今多15%到30%的时间
10:41
as opposed反对 to cash现金?
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在自动提款机或信用卡上呢?
10:43
Because it doesn't feel like real真实 money.
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因为那样感觉不像是真正的钱。
10:45
And it turns out
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所以
10:47
that making制造 it feel more concrete具体
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原来使感觉更具体化
10:49
can actually其实 be a very positive tool工具
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可以成为令人们节约的
10:51
to use in getting得到 people to save保存 more.
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好方法。
10:53
So a study研究 that I did with Shlomo什洛莫 BenartziBenartzi
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所以在一个我与Shlomo Benartzi
10:55
and Alessandro亚历山德罗 PreviteroPrevitero,
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和Alessandro Precitero做的研究中,
10:57
we did a study研究 with people at INGING --
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我们和所有ING(荷兰国际集团)的
11:01
employees雇员 that are all working加工 at INGING --
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员工一起做了一个研究,
11:04
and now these people were all in a session会议
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所有人都参加了一个
11:06
where they're doing enrollment注册 for their 401(k) plan计划.
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一起注册401(k)雇员福利的会议。
11:09
And during that session会议,
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在这个过程中
11:11
we kept不停 the session会议 exactly究竟 the way it used to be,
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我们在保持每个会议完全相同的情况下,
11:13
but we added添加 one little thing.
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加了一个小东西。
11:16
The one little thing we added添加
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我们加的是,
11:19
was we asked people
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让他们
11:21
to just think about all the positive things that would happen发生 in your life
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每个人都想象如果多存一些
11:24
if you saved保存 more.
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生命中可能会发生的那些美好的事情。
11:26
By doing that simple简单 thing,
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仅仅是这样做后,
11:29
there was an increase增加 in enrollment注册 by 20 percent百分
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参与率上升了百分之二十,
11:32
and there was an increase增加 in the amount of people willing愿意 to save保存
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人们愿意存钱的数额或者说是
11:35
or the amount that they were willing愿意 to put down into their savings account帐户
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愿意放进自己储蓄账户的金额增长了
11:38
by four percent百分.
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百分之四。
11:40
The third第三 technique技术: Categorization分类.
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第三个技巧:分类。
11:43
We can handle处理 more categories类别
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相比处理选择来说,
11:46
than we can handle处理 choices选择.
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我们可以轻松处理更多类别。
11:48
So for example,
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比如说,
11:50
here's这里的 a study研究 we did in a magazine杂志 aisle走道.
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我们做了一个有关买杂志类过道的研究,
11:52
It turns out that in Wegmans魏格曼 grocery杂货 stores商店
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发现在Wegmans百货商店中,
11:54
up and down the northeast东北 corridor走廊,
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在东北走廊的地方,
11:56
the magazine杂志 aisles过道 range范围 anywhere随地
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买杂志的那一栏
11:58
from 331 different不同 kinds of magazines杂志
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有331到
12:00
all the way up to 664.
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甚至664种杂志。
12:03
But you know what?
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但是你们知道么?
12:05
If I show显示 you 600 magazines杂志
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如果我先给你们看600本杂志,
12:07
and I divide划分 them up into 10 categories类别,
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然后把它们分成10类,
12:10
versus I show显示 you 400 magazines杂志
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然后再给你们看400本杂志,
12:12
and divide划分 them up into 20 categories类别,
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但是分成20类,
12:15
you believe that I have given特定 you
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你们会相信,
12:17
more choice选择 and a better choosing选择 experience经验
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当我给你们看
12:19
if I gave you the 400
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400本杂志时
12:21
than if I gave you the 600.
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比给你们600本时的选择更多,选择体验更好。
12:23
Because the categories类别 tell me how to tell them apart距离.
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因为类别可以帮我分辨它们的区别。
12:28
Here are two different不同 jewelry首饰 displays显示器.
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这里有两个不同的珠宝展示,
12:31
One is called "Jazz爵士乐" and the other one is called "Swing摇摆."
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一个叫“爵士”,另一个叫“摇摆”
12:34
If you think the display显示 on the left is Swing摇摆
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如果你觉得左边的是“摇摆”
12:37
and the display显示 on the right is Jazz爵士乐,
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右边的是“爵士”
12:40
clap your hands.
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就请鼓掌。
12:42
(Light Clapping拍手)
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(稀疏的掌声)
12:44
Okay, there's some.
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好吧,有一些。
12:46
If you think the one on the left is Jazz爵士乐 and the one on the right is Swing摇摆,
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如果你觉得左边的是“爵士”, 右边的是“摇摆”
12:48
clap your hands.
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请鼓掌。
12:50
Okay, a bit more.
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稍微多一点儿了。
12:52
Now it turns out you're right.
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你们是对的。
12:54
The one on the left is Jazz爵士乐 and the one on the right is Swing摇摆,
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左边的的确是“爵士”,而右边的正是“摇摆”,
12:56
but you know what?
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但是你知道么?
12:58
This is a highly高度 useless无用 categorization分类 scheme方案.
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这是一个十分无用的分类阴谋。
13:01
(Laughter笑声)
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(笑声)
13:03
The categories类别 need to say something
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类别必须可以告诉
13:06
to the chooser选择器, not the choice-maker选择制造商.
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选择者一些事情,而不是创造选择的人。
13:09
And you often经常 see that problem问题
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你们也许可以在
13:11
when it comes down to those long lists名单 of all these funds资金.
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那些冗长的基金名单中看到这个问题。
13:14
Who are they actually其实 supposed应该 to be informing通知?
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到底谁才是应该得到信息的人呢?
13:18
My fourth第四 technique技术: Condition条件 for complexity复杂.
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我的第四个技巧是:从简入繁
13:21
It turns out we can actually其实
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事实上,我们所能
13:23
handle处理 a lot more information信息 than we think we can,
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承受的信息量比我们想象的要高,
13:25
we've我们已经 just got to take it a little easier更轻松.
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我们需要做的就是用轻松地面度对待。
13:27
We have to gradually逐渐 increase增加 the complexity复杂.
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我们必须逐渐加大复杂程度。
13:30
I'm going to show显示 you one example of what I'm talking about.
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现在我给你们举一个有关的例子。
13:33
Let's take a very, very complicated复杂 decision决定:
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我们来一起做一个非常非常复杂的决定:
13:35
buying购买 a car汽车.
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买车。
13:37
Here's这里的 a German德语 car汽车 manufacturer生产厂家
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现在有一个德国制造商,
13:39
that gives you the opportunity机会 to completely全然 custom习惯 make your car汽车.
328
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愿意让你定制一辆完全个性化的车。
13:42
You've got to make 60 different不同 decisions决定,
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你必须要做60个不同的决定
13:44
completely全然 make up your car汽车.
330
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2000
才能做好这辆车。
13:46
Now these decisions决定 vary变化
331
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这些决定包括
13:48
in the number of choices选择 that they offer提供 per decision决定.
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每一个决定所提供的选择。
13:51
Car汽车 colors颜色, exterior外观 car汽车 colors颜色 --
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光车的颜色,内置的颜色
13:53
I've got 56 choices选择.
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就有56种选择。
13:55
Engines引擎, gearshift换档 -- four choices选择.
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有四种发动机,变速排档选择。
13:58
So now what I'm going to do
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现在我要做的是
14:00
is I'm going to vary变化 the order订购 in which哪一个 these decisions决定 appear出现.
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改变这些要做的决定出线的顺序。
14:03
So half of the customers顾客
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所以,一般的观众
14:05
are going to go from high choice选择, 56 car汽车 colors颜色,
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要从选择多的决定开始-56种颜色
14:07
to low choice选择, four gearshifts换档.
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开始到选择少的决定-四种变速排档。
14:10
The other half of the customers顾客
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另外一半的观众
14:12
are going to go from low choice选择, four gearshifts换档,
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要从选择少的决定,四种变档开始
14:14
to 56 car汽车 colors颜色, high choice选择.
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到56种车颜色,选择多的决定
14:17
What am I going to look at?
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我想要观察什么呢?
14:19
How engaged订婚 you are.
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你们有多积极。
14:21
If you keep hitting the default默认 button按键 per decision决定,
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如果你不停地按默认选项的话
14:24
that means手段 you're getting得到 overwhelmed不堪重负,
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就说明你已经被选择淹没了,
14:26
that means手段 I'm losing失去 you.
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也就是说我正在失去你的参与。
14:28
What you find
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你会发现,
14:30
is the people who go from high choice选择 to low choice选择,
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从选择多的开始到选择少的人
14:32
they're hitting that default默认 button按键 over and over and over again.
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会不停地选择默认选项。
14:35
We're losing失去 them.
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我们就会逐渐失去他们了
14:37
They go from low choice选择 to high choice选择,
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那些从选择少开始到选择多的人,
14:39
they're hanging in there.
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还在坚持着。
14:41
It's the same相同 information信息. It's the same相同 number of choices选择.
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可是他们所得到的信息是完全一样的。所要做的选择也是一样的。
14:44
The only thing that I have doneDONE
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我所做的唯一一件事就是
14:46
is I have varied多变 the order订购
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改变了
14:48
in which哪一个 that information信息 is presented呈现.
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信息所出现的顺序。
14:50
If I start开始 you off easy简单,
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如果我给你一个轻松的开始,
14:52
I learn学习 how to choose选择.
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教你如何选择。
14:54
Even though虽然 choosing选择 gearshift换档
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即使选择变速排档
14:57
doesn't tell me anything about my preferences优先 for interior室内 decor装饰,
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不能说明我对车内颜色的偏好
15:00
it still prepares准备 me for how to choose选择.
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却仍能教会我如何去选择。
15:03
It also gets得到 me excited兴奋 about this big product产品 that I'm putting together一起,
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另一件令我兴奋的事实是我所要组成的是如此一个庞然大物,
15:06
so I'm more willing愿意 to be motivated动机
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所以我变得更有动力
15:08
to be engaged订婚.
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去参与。
15:10
So let me recap概括.
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让我重新整理一下重点,
15:12
I have talked about four techniques技术
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我讲了四种可以减缓过多选择的
15:15
for mitigating缓解 the problem问题 of choice选择 overload超载 --
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技巧-
15:18
cut -- get rid摆脱 of the extraneous外来 alternatives备择方案;
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精简-放弃没有用的选择;
15:21
concretize具体化 -- make it real真实;
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具体化-让选择变得更真实一些;
15:24
categorize分类 -- we can handle处理 more categories类别, less choices选择;
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分类-我们能承受的类别比选择多;
15:28
condition条件 for complexity复杂.
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从简入繁。
15:31
All of these techniques技术 that I'm describing说明 to you today今天
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今天我所讲的所有技巧,
15:34
are designed设计 to help you manage管理 your choices选择 --
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都是为了帮助你更好地管理选择而设计的-
15:37
better for you, you can use them on yourself你自己,
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使用这些技巧对你更好,
15:40
better for the people that you are serving服务.
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也对你所服务的那些人更好。
15:42
Because I believe that the key
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所以我相信
15:44
to getting得到 the most from choice选择
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从选择中获益最多的关键是
15:46
is to be choosy挑三拣四 about choosing选择.
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对选择挑剔一些。
15:49
And the more we're able能够 to be choosy挑三拣四 about choosing选择
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我们对选择越是挑剔
15:51
the better we will be able能够
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就越能
15:53
to practice实践 the art艺术 of choosing选择.
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掌握选择的艺术。
15:55
Thank you very much.
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非常感谢。
15:57
(Applause掌声)
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(观众鼓掌)
Translated by Feiyi Kuai
Reviewed by dong liu

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ABOUT THE SPEAKER
Sheena Iyengar - Psycho-economist
Sheena Iyengar studies how people choose (and what makes us think we're good at it).

Why you should listen

We all think we're good at making choices; many of us even enjoy making them. Sheena Iyengar looks deeply at choosing and has discovered many surprising things about it. For instance, her famous "jam study," done while she was a grad student, quantified a counterintuitive truth about decisionmaking -- that when we're presented with too many choices, like 24 varieties of jam, we tend not to choose anything at all. (This and subsequent, equally ingenious experiments have provided rich material for Malcolm Gladwell and other pop chroniclers of business and the human psyche.)

Iyengar's research has been informing business and consumer-goods marketing since the 1990s. But she and her team at the Columbia Business School throw a much broader net. Her analysis touches, for example, on the medical decisionmaking that might lead up to choosing physician-assisted suicide, on the drawbacks of providing too many choices and options in social-welfare programs, and on the cultural and geographical underpinning of choice. Her book The Art of Choosing shares her research in an accessible and charming story that draws examples from her own life.

Watch a Facebook-exclusive short video from Sheena Iyengar: "Ballet Slippers" >>

More profile about the speaker
Sheena Iyengar | Speaker | TED.com