ABOUT THE SPEAKER
Michael Norton - Social science researcher
Through clever studies, Michael Norton studies how we feel about what we buy and spend.

Why you should listen

Michael I. Norton is a professor of business administration in the marketing unit at the Harvard Business School. He holds a B.A. in Psychology and English from Williams and a Ph.D. in Psychology from Princeton. Prior to joining HBS, Professor Norton was a Fellow at the MIT Media Lab and MIT’s Sloan School of Management. His work has been published in a number of leading academic journals, including Science, the Journal of Personality and Social Psychology, Psychological Science, and the Annual Review of Psychology, and has been covered in media outlets such as the Economist, the Financial Times, the New York Times, the Wall Street Journal, and the Washington Post.

His research has twice been featured in the New York Times Magazine Year in Ideas issue, in 2007 (Ambiguity Promotes Liking) and 2009 (The Counterfeit Self). His “The IKEA Effect: When Labor Leads to Love” was featured in Harvard Business Review‘s Breakthrough Ideas for 2009.

More profile about the speaker
Michael Norton | Speaker | TED.com
TEDxCambridge

Michael Norton: How to buy happiness

迈克尔 诺顿:如何买到幸福

Filmed:
4,136,439 views

在TEDxCambridge大会上,迈克尔 诺顿分享了一个很有趣的调查结果。调查发现,当你不把钱花在自己身上的时候,金钱的确可以买到幸福。现在请仔细倾听,看看这些数据是如何说明具有利他主义的消费是如何惠及自己,惠及工作以及他人的。
- Social science researcher
Through clever studies, Michael Norton studies how we feel about what we buy and spend. Full bio

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

00:15
So I want to talk today今天 about money and happiness幸福,
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我今天想来谈谈金钱和幸福
00:18
which哪一个 are two things
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这两样东西
00:20
that a lot of us spend a lot of our time thinking思维 about,
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我们很多人会花时间和精力
00:22
either trying to earn them or trying to increase增加 them.
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去尝试着争取更多的(金钱和幸福)
00:25
And a lot of us resonate谐振 with this phrase短语.
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我们对此深有体会
00:27
So we see it in religions宗教 and self-help自救 books图书,
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在很多宗教和自我激励的书中,我们常常看到一个观点
00:29
that money can't buy购买 happiness幸福.
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“金钱不能带来幸福”
00:31
And I want to suggest建议 today今天 that, in fact事实, that's wrong错误.
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但我今天想告诉你其实恰恰相反
00:34
(Laughter笑声)
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(笑声)
00:36
I'm at a business商业 school学校, so that's what we do.
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我来自商学院,这是我们的作风。
00:38
So that's wrong错误, and, in fact事实, if you think that,
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所以说那个观点是错的,实际上,如果你认真想想,
00:41
you're actually其实 just not spending开支 it right.
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那是因为你花钱花错地方了
00:43
So that instead代替 of spending开支 it the way you usually平时 spend it,
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如果你反思下自己花钱的方式,
00:45
maybe if you spent花费 it differently不同,
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或许你会尝试改变一下,
00:47
that might威力 work a little bit better.
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那样做也许会更有效果
00:49
And before I tell you the ways方法 that you can spend it that will make you happier幸福,
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在我告诉你通过花钱来让自己感觉更幸福的方法之前,
00:52
let's think about the ways方法 we usually平时 spend it
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让我们想想我们通常是怎么花的
00:54
that don't, in fact事实, make us happier幸福.
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其实它们并没有让我们感觉更幸福
00:56
We had a little natural自然 experiment实验.
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我们做了一个小实验
00:58
So CNNCNN, a little while ago, wrote this interesting有趣 article文章
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CNN在不久之前发表了一篇有意思的文章
01:01
on what happens发生 to people when they win赢得 the lottery抽奖.
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它是关于彩票中奖者的经历的
01:04
It turns out people think when they win赢得 the lottery抽奖 their lives生活 are going to be amazing惊人.
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很多人都以为当他们彩票中奖之后,生活会变得超好
01:07
This article's文章的 about how their lives生活 get ruined毁了.
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但这篇文章却是描述了他们的生活是如何被毁掉的
01:09
So what happens发生 when people win赢得 the lottery抽奖
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这些人中奖后到底做了些什么事情呢
01:11
is, number one, they spend all the money and go into debt债务,
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第一,他们花光了所有的钱而且又欠下了一屁股债
01:14
and number two, all of their friends朋友 and everyone大家 they've他们已经 ever met会见
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第二,他们所有的朋友和曾经的熟人
01:17
find them and bug窃听器 them for money.
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都来找他们要钱
01:19
And it ruins废墟 their social社会 relationships关系, in fact事实.
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这实际上毁掉了他们的人际关系
01:21
So they have more debt债务 and worse更差 friendships友谊
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所以相比于中奖之前
01:23
than they had before they won韩元 the lottery抽奖.
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他们欠下了更多的债,也失去了朋友
01:25
What was interesting有趣 about the article文章
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但这篇文章有意思的地方在于
01:27
was people started开始 commenting评论 on the article文章, readers读者 of the thing.
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读者们在该文章底部做出的评论
01:30
And instead代替 of talking about
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这些人并没有说
01:32
how it had made制作 them realize实现 that money doesn't lead to happiness幸福,
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为什么这些金钱没有带来幸福
01:34
everyone大家 instantly即刻 started开始 saying,
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而是马上开始说
01:36
"You know what I would do if I won韩元 the lottery抽奖 ... ?"
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“你知道假如是我中奖,我会怎么做。。。。。。"
01:38
and fantasizing幻想 about what they'd他们会 do.
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并且幻想着他们中奖后的事情
01:40
And here's这里的 just two of the ones那些 we saw that are just really interesting有趣 to think about.
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我从中找出了两个值得大家思考的评论
01:43
One person wrote in, "When I win赢得, I'm going to buy购买 my own拥有 little mountain
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有位读者写到:”我中奖后,要买座小山,
01:46
and have a little house on top最佳."
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还要在上面建座小房子。“
01:48
(Laughter笑声)
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(笑声)
01:50
And another另一个 person wrote, "I would fill a big bathtub浴缸 with money
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又有一个人写到:”我会把这些钱放到一个大浴缸里面,
01:53
and get in the tub while smoking抽烟 a big fat脂肪 cigar雪茄
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然后躺进这个浴缸里面抽上一只大雪茄
01:55
and sipping a glass玻璃 of champagne香槟酒."
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最后再来上一瓶香槟酒。“
01:57
This is even worse更差 now: "Then I'd have a picture图片 taken采取
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接下来更糟糕了,”我要拍张照片,
01:59
and dozens许多 of glossiesglossies made制作.
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照片中会有很多金光闪闪的东西。“
02:01
Anyone任何人 begging乞讨 for money or trying to extort勒索 from me
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任何向我要钱的人
02:03
would receive接收 a copy复制 of the picture图片 and nothing else其他."
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都会得到这个照片,其它东西都免谈。
02:06
(Laughter笑声)
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(笑声)
02:09
And so many许多 of the comments注释 were exactly究竟 of this type类型,
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还有很多评论都是这种类型的
02:11
where people got money
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当他们获得金钱
02:13
and, in fact事实, it made制作 them antisocial反社会的.
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事实上,他们会变得不爱交际
02:15
So I told you that it ruins废墟 people's人们 lives生活 and that their friends朋友 bug窃听器 them.
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所以我说,这些中奖的人的生活会被毁掉,他们会不断受到朋友的骚扰
02:18
It also, money often经常 makes品牌 us feel very selfish自私
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并且,金钱通常让我们变得自私
02:20
and we do things only for ourselves我们自己.
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因为我们通常只想做对自己有利的事情
02:22
Well maybe the reason原因 that money doesn't make us happy快乐
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也许金钱不能使我们变得开心的真正原因
02:24
is that we're always spending开支 it on the wrong错误 things,
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是因为我们并没有正确地使用它
02:26
and in particular特定, that we're always spending开支 it on ourselves我们自己.
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确切地讲,我们花钱总是为了自己
02:29
And we thought, I wonder奇迹 what would happen发生
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我一直想知道
02:31
if we made制作 people spend more of their money on other people.
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将金钱花在别的人身上会发生什么
02:33
So instead代替 of being存在 antisocial反社会的 with your money,
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与其得到金钱之后变得有反社会倾向
02:36
what if you were a little more prosocial亲社会 with your money?
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我们何不将这些钱回馈给社会呢?
02:38
And we thought, let's make people do it and see what happens发生.
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于是我们试着让别人这样做,看看会发生什么
02:40
So let's have some people do what they usually平时 do
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所以我们不妨让一部分人按照原来的方式处理这些金钱
02:42
and spend money on themselves他们自己,
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把它花到自己的身上
02:44
and let's make some people give money away,
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而让另一部分人捐出这些钱
02:46
and measure测量 their happiness幸福 and see if, in fact事实, they get happier幸福.
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然后我们测一测他们的幸福感,看看到底这样做会不会让他们变得更快乐
02:49
So the first way that we did this.
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这就是我们的第一种实验方式
02:51
On one Vancouver温哥华 morning早上, we went out on the campus校园
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在温哥华的早上,我们走在英属哥伦比亚大学
02:53
at University大学 of British英国的 Columbia哥伦比亚
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的校园里
02:55
and we approached接近 people and said, "Do you want to be in an experiment实验?"
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我们遇到了一些学生然后问他们:”你们愿意加入我们的实验吗?“
02:57
They said, "Yes."
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他们回答:”行啊。”
02:59
We asked them how happy快乐 they were, and then we gave them an envelope信封.
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我们问这些人他们有多幸福,然后给他们每人一个信封
03:02
And one of the envelopes信封 had things in it that said,
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其中一个信封里写着:
03:04
"By 5:00 pm下午 today今天, spend this money on yourself你自己."
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“在今天下午五点之前,把这些钱全部花到自己身上。“
03:07
So we gave some examples例子 of what you could spend it on.
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我们会给他们一些关于如何花掉这些钱的建议
03:10
Other people, in the morning早上, got a slip of paper that said,
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另外一些人也会收到这样的信封,里面会写到:
03:12
"By 5:00 pm下午 today今天, spend this money on somebody else其他."
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“请在今天下午五点之前,把这些钱全部花在别人的身上。”
03:15
Also inside the envelope信封 was money.
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同样信封里装有一些钱
03:17
And we manipulated操纵 how much money we gave them.
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我们事先安排好了信封里的钱数
03:19
So some people got this slip of paper and five dollars美元.
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所以一些人会得到一张纸和5美元
03:22
Some people got this slip of paper and 20 dollars美元.
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而另一些人会得到一张纸和20美元
03:25
We let them go about their day. They did whatever随你 they wanted to do.
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我们让这些人自由地安排自己这一天的生活
03:28
We found发现 out that they did in fact事实 spend it in the way that we asked them to.
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这些人的确按照我们的要求花掉了那笔钱
03:31
We called them up at night and asked them,
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晚上的时候,我们把他们召集起来,问他们:
03:33
"What'd什么了 you spend it on, and how happy快乐 do you feel now?"
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“你用这些钱干了什么,现在你感觉有多幸福”
03:35
What did they spend it on?
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那么他们是怎么花掉这笔钱的呢?
03:37
Well these are college学院 undergrads本科生, so a lot of what they spent花费 it on for themselves他们自己
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因为大部分人还在读大学,所以那些要求把钱花在自己身上的人
03:39
were things like earrings耳环 and makeup化妆.
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都为自己买了耳环和化妆品
03:41
One woman女人 said she bought a stuffed填充的 animal动物 for her niece侄女.
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其中的一个女生说她为她的侄女买了一个填充动物玩具
03:44
People gave money to homeless无家可归 people.
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也有一些人把这些钱给了流浪汉
03:46
Huge巨大 effect影响 here of Starbucks星巴克.
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还有很多人把钱花在了星巴克
03:49
(Laughter笑声)
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(笑声)
03:51
So if you give undergraduates本科生 five dollars美元, it looks容貌 like coffee咖啡 to them
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所以如果你给一个大学生5美元,他们很可能用它来买咖啡
03:54
and they run over to Starbucks星巴克 and spend it as fast快速 as they can.
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他们会在最短的时间内走进星巴克,把这笔钱花掉
03:57
But some people bought a coffee咖啡 for themselves他们自己, the way they usually平时 would,
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一些人会为自己买一份咖啡,他们平常也是这样做的
04:00
but other people said that they bought a coffee咖啡 for somebody else其他.
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但是也有一些人说他们为别人买了咖啡
04:02
So the very same相同 purchase采购,
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所以我们由此可以发现,一样的钱
04:04
just targeted针对 toward yourself你自己
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有人花在了自己的身上
04:06
or targeted针对 toward somebody else其他.
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有人花在了别人的身上
04:08
What did we find when we called them back at the end结束 of the day?
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当我们晚上把他们召集起来,我们有什么样的发现呢?
04:10
People who spent花费 money on other people got happier幸福.
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我们发现,那些把钱花在别人身上的人变得更加快乐
04:12
People who spent花费 money on themselves他们自己, nothing happened发生.
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而那些把钱花在自己身上的人,情绪上并没有什么变化
04:14
It didn't make them less happy快乐, it just didn't do much for them.
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他们并没有变得更加不开心,他们只是没有变得更加开心
04:17
And the other thing we saw is the amount of money doesn't matter that much.
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我们的另一个发现是钱的数量在这里并没有起到太大的作用
04:20
So people thought that 20 dollars美元 would be way better than five dollars美元.
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一些人或许会觉得20美元一定比5美元更加让人感到开心
04:23
In fact事实, it doesn't matter how much money you spent花费.
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但是事实上,你花了多少钱并不重要
04:26
What really matters事项 is that you spent花费 it on somebody else其他
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真正重要的是,你把钱花在了别人的身上
04:28
rather than on yourself你自己.
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而不是你自己身上
04:30
We see this again and again
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每次当我们把钱给别人并要求他们把钱花在他人身上时
04:32
when we give people money to spend on other people instead代替 of on themselves他们自己.
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我们都会得到相同的结论
04:35
Of course课程, these are undergraduates本科生 in Canada加拿大 --
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当然了,这些人只是加拿大的大学生
04:37
not the world's世界 most representative代表 population人口.
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他们并不能代表世界上其他地方的人
04:39
They're also fairly相当 wealthy富裕 and affluent富裕的 and all these other sorts排序 of things.
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他们相对来说还是比较富裕的人群
04:42
We wanted to see if this holds持有 true真正 everywhere到处 in the world世界
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所以我们想知道这个结论在世界其他地方是不是也同样成立
04:45
or just among其中 wealthy富裕 countries国家.
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或者只在富人阶层成立
04:47
So we went, in fact事实, to Uganda乌干达 and ran a very similar类似 experiment实验.
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所以我们去了乌干达,做了一个相同的实验
04:49
So imagine想像, instead代替 of just people in Canada加拿大,
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大家不妨想象一下,这些人不是加拿大人
04:51
we said, "Name名称 the last time you spent花费 money on yourself你自己 or other people.
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在加拿大,我们曾问到:你最近一次为你自己或别人花钱是什么时候?
04:54
Describe描述 it. How happy快乐 did it make you?"
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试着描述一下 你当时感觉到多少幸福呢
04:56
Or in Uganda乌干达, "Name名称 the last time you spent花费 money
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在乌干达,我们问了同样的问题:你最近一次为自己或别人花钱是什么时候?
04:58
on yourself你自己 or other people and describe描述 that."
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试着描述一下当时的感受
05:01
And then we asked them how happy快乐 they are again.
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然后我们问他们自己感觉到多少的幸福
05:03
And what we see is sort分类 of amazing惊人
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我们发现了一些惊人的结论
05:05
because there's human人的 universals共性 on what you do with your money
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因为人们在花钱时都会受到人类共性的影响
05:07
and then real真实 cultural文化 differences分歧 on what you do as well.
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同时也会受到文化差异的影响
05:10
So for example,
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比如说
05:12
one guy from Uganda乌干达 says this.
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一个乌干达人曾这样说
05:14
He said, "I called a girl女孩 I wished希望 to love."
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他说:“我打电话给我暗恋的一个女孩。”
05:16
They basically基本上 went out on a date日期,
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然后他们一块出去约会
05:18
and he says at the end结束 that he didn't "achieve实现" her up till直到 now.
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然后他又说自己直到现在也没有赢得她的“芳心”
05:21
Here's这里的 a guy from Canada加拿大.
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还有一个加拿大人
05:24
Very similar类似 thing.
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他有着非常类似的经历
05:26
"I took my girlfriend女朋友 out for dinner晚餐.
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他说: "我把我的女朋友叫出去一起吃晚饭
05:28
We went to a movie电影, we left early,
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我们一起看了电影,然后早早地就离开了电影院
05:30
and then went back to her room房间 for ... " only cake蛋糕 -- just a piece of cake蛋糕.
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我们一起回到她家里,一起。。。。。。呵呵,只是一起吃蛋糕“
05:34
Human人的 universal普遍 -- so you spend money on other people,
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这就是人类的共性--你把钱花在别人身上
05:36
you're being存在 nice不错 to them.
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你就会对他们很好
05:38
Maybe you have something in mind心神, maybe not.
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也许现在你已经意识到了一些东西,也许你还没有
05:40
But then we see extraordinary非凡 differences分歧.
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但是我们确实发现了一些明显的差别
05:42
So look at these two.
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再来看看这两个例子
05:44
This is a woman女人 from Canada加拿大.
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这里有一位来自加拿大的女性
05:46
We say, "Name名称 a time you spent花费 money on somebody else其他."
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我们让她说说她最近一次为别人花钱的场景
05:48
She says, "I bought a present当下 for my mom妈妈.
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她说:”我为我母亲买了一件礼物。“
05:50
I drove开车 to the mall购物中心 in my car汽车, bought a present当下, gave it to my mom妈妈."
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”我开车去了商场,买了一件礼物,把它送给了我妈妈。“
05:52
Perfectly完美 nice不错 thing to do.
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她做得很好
05:54
It's good to get gifts礼品 for people that you know.
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为你认识的人买礼物是件很不错的事情
05:56
Compare比较 that to this woman女人 from Uganda乌干达.
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我们现在再把这个例子同那个乌干达女性的例子做个比较
05:58
"I was walking步行 and met会见 a long-time长时间 friend朋友
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她说:”我当时正在走路,然后遇到了我的一个好友。“
06:00
whose谁的 son儿子 was sick生病 with malaria疟疾.
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”她的儿子得了疟疾。“
06:02
They had no money, they went to a clinic诊所 and I gave her this money."
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”他们没有钱治病,当他们去诊所看病的时候我把这笔钱给了他们。“
06:05
This isn't $10,000, it's the local本地 currency货币.
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那不是10,000美元,只是当地的货币
06:08
So it's a very small amount of money, in fact事实.
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所以事实上那是一笔很少的钱
06:10
But enormously巨大 different不同 motivations动机 here.
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但是在这里它却有了不一样的意义和价值
06:12
This is a real真实 medical need,
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这是一个真正的医疗需求
06:14
literally按照字面 a life-saving救生 donation捐款.
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就像一笔救命的捐款一样
06:16
Above以上, it's just kind of, I bought a gift礼品 for my mother母亲.
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而上面的例子里,她只是给自己的妈妈买了一份礼物
06:18
What we see again though虽然
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所以我们会发现
06:20
is that the specific具体 way that you spend on other people
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你用什么样的方式去把这些钱花到别人身上
06:22
isn't nearly几乎 as important重要
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并不重要
06:24
as the fact事实 that you spend on other people
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真正重要的是
06:26
in order订购 to make yourself你自己 happy快乐,
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你通过这样一种方式
06:28
which哪一个 is really quite相当 important重要.
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使自己变得快乐
06:30
So you don't have to do amazing惊人 things with your money to make yourself你自己 happy快乐.
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所以你不一定非得花钱做一些特殊的事情才能获得快乐
06:33
You can do small, trivial不重要的 things and yet然而 still get these benefits好处 from doing this.
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你仍然可以通过做一些微不足道的小事儿来获取快乐
06:36
These are only two countries国家.
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当然了上面的例子仅仅涉及到了两个国家
06:38
We also wanted to go even broader更广泛 and look at every一切 country国家 in the world世界 if we could
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我们想走得更远 看看世界上每一个国家的情况
06:41
to see what the relationship关系 is between之间 money and happiness幸福.
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我们想知道在这些国家中金钱和幸福的关系
06:44
We got data数据 from the Gallup盖洛普 Organization组织,
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我们从盖洛普公司得到了一些数据
06:46
which哪一个 you know from all the political政治 polls民意调查 that have been happening事件 lately最近.
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如果你接受过政治上的民意调查,那么你一定对它不会陌生
06:49
They ask people, "Did you donate money to charity慈善机构 recently最近?"
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他们会问被调查者:“你最近向慈善机构捐过钱吗?”
06:51
and they ask them, "How happy快乐 are you with your life in general一般?"
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然后他们会接着问:“ 你平常的生活有多幸福呢?”
06:54
And we can see what the relationship关系 is between之间 those two things.
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然后我们会发现幸福和金钱的关系
06:56
Are they positively积极 correlated相关? Giving给予 money makes品牌 you happy快乐.
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它们是正相关的吗?捐钱会使你变得幸福?
06:59
Or are they negatively correlated相关?
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还是说它们是负相关的呢?
07:01
On this map地图, green绿色 will mean they're positively积极 correlated相关
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在这张地图上,绿色代表正相关
07:03
and red means手段 they're negatively correlated相关.
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红色代表负相关
07:06
And you can see, the world世界 is crazily发狂地 green绿色.
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然后你会发现,整个世界几乎都是绿色的
07:08
So in almost几乎 every一切 country国家 in the world世界
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所以在几乎每一个
07:10
where we have this data数据,
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我们获取到数据的国家里
07:12
people who give money to charity慈善机构 are happier幸福 people
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那些把钱捐到慈善机构的人
07:14
that people who don't give money to charity慈善机构.
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比那些没有这么做的人会更加的幸福
07:16
I know you're all looking at that red country国家 in the middle中间.
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我知道你们现在正在盯着这个位于中间位置的那个红色的国家
07:19
I would be a jerk混蛋 and not tell you what it is,
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如果不告诉你们是什么国家,你们会骂我的
07:21
but in fact事实, it's Central中央 African非洲人 Republic共和国.
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好吧,实际上它是中非共和国
07:23
You can make up stories故事. Maybe it's different不同 there for some reason原因 or another另一个.
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你可以自己想象一下 也许那里有其它的一些原因
07:25
Just below下面 that to the right is Rwanda卢旺达 though虽然,
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它右下方的国家是卢旺达
07:27
which哪一个 is amazingly令人惊讶 green绿色.
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你可以看到那里居然全是绿色
07:29
So almost几乎 everywhere到处 we look
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所以几乎在我们调查过的每一个地方
07:31
we see that giving money away makes品牌 you happier幸福
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我们都可以看到捐出钱会使你变得更加幸福
07:33
than keeping保持 it for yourself你自己.
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而不是你仅仅把钱留给自己
07:35
What about your work life, which哪一个 is where we spend all the rest休息 of our time
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那么对于你的工作来说呢?除了与自己熟悉的人在一起
07:38
when we're not with the people we know.
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我们会把几乎所有的剩余时间花在工作上
07:40
We decided决定 to infiltrate浸润 some companies公司 and do a very similar类似 thing.
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我们决定走进一些公司,然后做相同的调查
07:43
So these are sales销售 teams球队 in Belgium比利时.
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这些是来自比利时的销售团队
07:45
They work in teams球队; they go out and sell to doctors医生
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他们以小组为单位工作;他们会对医生进行推销
07:47
and try to get them to buy购买 drugs毒品.
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试着说服那些医生购买他们的药品
07:49
So we can look and see how well they sell things
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所以我们可以观察到作为团队的一员
07:52
as a function功能 of being存在 a member会员 of a team球队.
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他们的销售业绩是如何的
07:54
Some teams球队, we give people on the team球队 some money for themselves他们自己
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在一些团队中,我们把钱给这些人
07:56
and say, "Spend it however然而 you want on yourself你自己,"
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然后告诉他们:“ 用这些钱去买自己想要的东西吧。“
07:58
just like we did with the undergrads本科生 in Canada加拿大.
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就像当初我们对加拿大的大学生说的一样
08:00
But other teams球队 we say, "Here's这里的 15 euro欧元.
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但是在另外一些团队中,我们会告诉他们:”这里有15欧元。“
08:02
Spend it on one of your teammates队友 this week.
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” 在这一周内把钱花到你其中的一个队友身上吧。“
08:04
Buy购买 them something as a gift礼品 or a present当下 and give it to them.
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” 为他们买件礼物然后送给他们。“
08:07
And then we can see, well now we've我们已经 got teams球队 that spend on themselves他们自己
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现在我们得到了两组不同的团队 一个把钱花在自己身上
08:10
and we've我们已经 got these prosocial亲社会 teams球队
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另一个则是有利他行为的团队
08:12
who we give money to make the team球队 a little bit better.
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我们把钱给了这个团队使他们做得更好
08:14
The reason原因 I have a ridiculous荒谬 pinata皮纳塔 there
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我这里有一个皮纳塔是因为
08:16
is one of the teams球队 pooled汇集 their money and bought a pinata皮纳塔,
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其中的一个团队把钱凑到一起然后买了一个皮纳塔
08:18
and they all got around and smashed被砸 the pinata皮纳塔 and all the candy糖果 fell下跌 out and things like that.
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他们聚到一起,把它打碎然后里面所有的糖果就掉出来了
08:21
A very silly愚蠢, trivial不重要的 thing to do,
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这看起来是一个很傻,很微不足道的事情
08:23
but think of the difference区别 on a team球队 that didn't do that at all,
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但是想想这与那些没有这样做的团队的区别
08:26
that got 15 euro欧元, put it in their pocket口袋,
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那些团队里的人得到了15欧元,然后放进了自己的腰包
08:28
maybe bought themselves他们自己 a coffee咖啡,
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他们或许会为自己买上一杯咖啡
08:30
or teams球队 that had this prosocial亲社会 experience经验
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而另一些团队会变得有利他性
08:32
where they all bonded保税 together一起 to buy购买 something and do a group activity活动.
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他们会把钱放到一起,然后买一些东西,做一些集体活动
08:35
What we see is that, in fact事实, the teams球队 that are prosocial亲社会 sell more stuff东东
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我们这时会发现,那些更有利他主义倾向的团队的销售业绩
08:38
than the teams球队 that only got money for themselves他们自己.
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比那些只把钱花在自己身上的团队更好
08:40
And one way to think about it
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我们不妨分析一下
08:42
is for every一切 15 euro欧元 you give people for themselves他们自己,
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你把15欧元给了他们
08:44
they put it in their pocket口袋, they don't do anything different不同 than they did before.
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然后他们把钱装进了腰包,他们并没有做任何不同于以前的事情
08:47
You don't get any money from that.
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你并没有从中得到任何的钱
08:49
You actually其实 lose失去 money because it doesn't motivate刺激 them to perform演出 any better.
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你实际上亏了钱, 因为你给的那些钱并没有激励他们去做得更好
08:52
But when you give them 15 euro欧元 to spend on their teammates队友,
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但是当你给他们15欧元并让他们把钱花在别人身上时
08:54
they do so much better on their teams球队
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他们往往做得更好
08:56
that you actually其实 get a huge巨大 win赢得 on investing投资 this kind of money.
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你通过这少量的投资会得到丰厚的回报
08:59
And I realize实现 that you're probably大概 thinking思维 to yourselves你自己,
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我猜你们大家此时会在心里对自己说:
09:01
this is all fine,
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”这是一个好主意。”
09:03
but there's a context上下文 that's incredibly令人难以置信 important重要 for public上市 policy政策
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但是对于这样的公共政策,一个适宜的外部环境是非常重要的
09:05
and I can't imagine想像 it would work there.
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有一种活动,我不敢想象刚才的那个方法会奏效
09:07
And basically基本上 that if he doesn't show显示 me that it works作品 here,
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如果我无法亲眼看到这种办法真的奏效的话
09:09
I don't believe anything he said.
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我基本上是不会相信他所说的任何事情的
09:11
And I know what you're all thinking思维 about are dodgeball躲避球 teams球队.
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我知道你们现在想到的是躲避球运动
09:14
(Laughter笑声)
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(笑声)
09:16
This was a huge巨大 criticism批评 that we got
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你们会想,如果你不能证明那种方法在躲避球团队也同样奏效的话
09:18
to say, if you can't show显示 it with dodgeball躲避球 teams球队, this is all stupid.
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那么这个例子就是一个很好的反例,你的那个结论就会很愚蠢
09:21
So we went out and found发现 these dodgeball躲避球 teams球队
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所以我们同样找到了一些躲避球队
09:23
and infiltrated渗透 them.
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走进他们
09:25
And we did the exact精确 same相同 thing as before.
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然后我们做了相同的调查
09:27
So some teams球队, we give people on the team球队 money, they spend it on themselves他们自己.
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一些团队中,我们把钱给他们,让他们把钱花在自己身上
09:30
Other teams球队, we give them money
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而另一些团队,我们给他们钱
09:32
to spend on their dodgeball躲避球 teammates队友.
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让他们把钱花在团队身上
09:34
The teams球队 that spend money on themselves他们自己
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把钱花在个人身上的团队
09:36
are just the same相同 winning胜利 percentages百分比 as they were before.
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他们的胜率和以前一样
09:38
The teams球队 that we give the money to spend on each other,
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但是把钱花在其他队员的团队
09:40
they become成为 different不同 teams球队
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他们有了改变
09:42
and, in fact事实, they dominate支配 the league联盟 by the time they're doneDONE.
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最后他们成了联赛的赢家
09:44
Across横过 all of these different不同 contexts上下文 --
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在所有这些不同的情境当中
09:46
your personal个人 life, you work life,
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无论是你的个人生活,还是你的工作
09:48
even silly愚蠢 things like intramural壁间 sports体育 --
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甚至是那些看起来很傻的内部体育运动
09:50
we see spending开支 on other people has a bigger return返回 for you
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我们都可以发现,把钱花在别人身上往往会比那些把钱花在自己身上
09:52
than spending开支 on yourself你自己.
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可以得到更多的回报
09:55
And so I'll just say, I think if you think money can't buy购买 happiness幸福
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所以我觉得如果你认为钱不能买来幸福
09:57
you're not spending开支 it right.
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那么你一定是没有学会如何花钱
09:59
The implication意义 is not you should buy购买 this product产品 instead代替 of that product产品
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我的意思是,这不是一个钱的问题
10:02
and that's the way to make yourself你自己 happier幸福.
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这是一个如何使你自己变得更加幸福的问题
10:04
It's in fact事实, that you should stop thinking思维
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事实上,你不应该再想
10:06
about which哪一个 product产品 to buy购买 for yourself你自己
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给自己买什么东西
10:08
and try giving some of it to other people instead代替.
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而是应该尝试着给点钱给需要帮助的人
10:11
And we luckily have an opportunity机会 for you.
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幸运的是我们恰好为大家准备了这样的一个机会
10:14
DonorsChooseDonorsChoose.org组织 is a non-profit非盈利
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这里有一家“捐助者的选择”的网站,它是一个非盈利机构
10:16
for mainly主要 public上市 school学校 teachers教师 in low-income低收入 schools学校.
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它的目标对象是那些学校里的低收入老师
10:19
They post岗位 projects项目,
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他们会发布一些捐助项目
10:21
so they say, "I want to teach Huckleberry哈克贝利 Finn芬恩 to my class and we don't have the books图书,"
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比如有的老师会说:“我想在课堂上讲费恩历险记,但是我们没有相关的书籍。”
10:23
or "I want a microscope显微镜 to teach my students学生们 science科学
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或者是:“我需要一个显微镜来讲授自然科学。”
10:25
and we don't have a microscope显微镜."
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“但是我们现在没有显微镜。”
10:27
You and I can go on and buy购买 it for them.
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你和我这时就可以花钱为他们买来这些东西
10:29
The teacher老师 writes you a thank you note注意. The kids孩子 write you a thank you note注意.
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这些老师和学生都会给你写感谢信
10:32
Sometimes有时 they send发送 you pictures图片 of them using运用 the microscope显微镜.
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有时也会给你寄来他们在课堂上使用显微镜的照片
10:34
It's an extraordinary非凡 thing.
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这是一件很令人开心的事情
10:36
Go to the website网站 and start开始 yourself你自己 on the process处理
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现在大家就可以登陆这个网站,开始自己的捐助旅程
10:38
of thinking思维, again, less about "How can I spend money on myself?"
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或者你也可以少想一想 “我可以为自己买些什么” 这样的问题
10:41
and more about "If I've got five dollars美元 or 15 dollars美元,
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多想想:如果我今天得到了5美元或15美元
10:44
what can I do to benefit效益 other people?"
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我怎么才能用他们来帮助别人呢?
10:46
Because ultimately最终 when you do that, you'll你会 find that you'll你会 benefit效益 yourself你自己 much more.
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因为最后你会发现,其实当你做这些事情的时候,最大的获益人是你自己
10:49
Thank you.
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谢谢
10:51
(Applause掌声)
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(鼓掌声)
Translated by 建松 刘
Reviewed by Xianlin Song

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ABOUT THE SPEAKER
Michael Norton - Social science researcher
Through clever studies, Michael Norton studies how we feel about what we buy and spend.

Why you should listen

Michael I. Norton is a professor of business administration in the marketing unit at the Harvard Business School. He holds a B.A. in Psychology and English from Williams and a Ph.D. in Psychology from Princeton. Prior to joining HBS, Professor Norton was a Fellow at the MIT Media Lab and MIT’s Sloan School of Management. His work has been published in a number of leading academic journals, including Science, the Journal of Personality and Social Psychology, Psychological Science, and the Annual Review of Psychology, and has been covered in media outlets such as the Economist, the Financial Times, the New York Times, the Wall Street Journal, and the Washington Post.

His research has twice been featured in the New York Times Magazine Year in Ideas issue, in 2007 (Ambiguity Promotes Liking) and 2009 (The Counterfeit Self). His “The IKEA Effect: When Labor Leads to Love” was featured in Harvard Business Review‘s Breakthrough Ideas for 2009.

More profile about the speaker
Michael Norton | Speaker | TED.com