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
TEDGlobal 2010

Sheena Iyengar: The art of choosing

希娜 亚格尔: 选择的艺术

Filmed:
3,620,529 views

希娜 亚格尔研究我们如何做出选择--以及我们做出选择时的感受。在TED全球论坛上,她探讨了琐碎的选择(如:可口与百事)和意义深远的选择,并同我们分享了她关于我们做出选择时令人惊讶的态度的突破性研究。
- 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.

00:22
Today今天, I'm going to take you
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今天, 我要带大家
00:24
around the world世界 in 18 minutes分钟.
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在十八分钟的时间里环游世界。
00:26
My base基础 of operations操作 is in the U.S.,
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美国是这次旅程的起点。
00:29
but let's start开始 at the other end结束 of the map地图,
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但让我们从地图的另一端出发
00:31
in Kyoto京都, Japan日本,
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- 日本京都
00:33
where I was living活的 with a Japanese日本 family家庭
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在那儿我和一个日本当地家庭生活在一起
00:36
while I was doing part部分 of my dissertationaldissertational research研究
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当时我正在做博士毕业论文的相关研究
00:38
15 years年份 ago.
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这是十五年前的事了。
00:41
I knew知道 even then that I would encounter遭遇
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那时候我就知道我肯定会遭遇
00:43
cultural文化 differences分歧 and misunderstandings误解,
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文化差异和误解,
00:45
but they popped膨化 up when I least最小 expected预期 it.
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但它们却是在我毫无准备的情形下发生了。
00:48
On my first day,
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我到那儿的第一天,
00:50
I went to a restaurant餐厅,
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去了一家餐厅,
00:52
and I ordered有序 a cup杯子 of green绿色 tea with sugar.
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点了一杯加糖的绿茶。
00:54
After a pause暂停, the waiter服务员 said,
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那个服务生顿了一下说,
00:56
"One does not put sugar in green绿色 tea."
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“我们这里喝绿茶都不加糖。”
01:00
"I know," I said. "I'm aware知道的 of this custom习惯.
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“我知道。”我说,“我知道这个习俗。
01:02
But I really like my tea sweet."
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但是我想要喝甜的绿茶。”
01:05
In response响应, he gave me an even more courteous有礼貌 version
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听到我的回答,他用更礼貌的语气对我
01:08
of the same相同 explanation说明.
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又解释了一遍同样的意思。
01:10
"One does not put sugar
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我们从来不在绿茶里
01:12
in green绿色 tea."
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加糖。
01:15
"I understand理解," I said,
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“我明白,”我说,
01:17
"that the Japanese日本 do not put sugar in their green绿色 tea,
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“我明白日本人从来不在绿茶里加糖。
01:19
but I'd like to put some sugar
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但是我就想放点糖
01:21
in my green绿色 tea."
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在我的绿茶里。”
01:23
(Laughter笑声)
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(笑声)
01:25
Surprised诧异 by my insistence坚持,
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服务生被我的执着震住了,
01:27
the waiter服务员 took up the issue问题 with the manager经理.
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他把此事告诉了店经理
01:29
Pretty漂亮 soon不久,
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不一会儿,
01:31
a lengthy冗长 discussion讨论 ensued接踵而至,
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开始了一个很长的讨论
01:33
and finally最后 the manager经理 came来了 over to me and said,
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最后店经理走过来对我说,
01:36
"I am very sorry. We do not have sugar."
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”非常抱歉。我们店里没有糖。“
01:39
(Laughter笑声)
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(笑声)
01:41
Well, since以来 I couldn't不能 have my tea the way I wanted it,
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好吧,既然喝不到想喝的加糖绿茶,
01:44
I ordered有序 a cup杯子 of coffee咖啡,
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我只好另点了一杯咖啡,
01:46
which哪一个 the waiter服务员 brought over promptly及时.
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这次服务生很快就端过来了。
01:48
Resting休息 on the saucer茶托
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只见茶托上赫然躺着
01:50
were two packets of sugar.
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两小包糖。
01:53
My failure失败 to procure促成 myself
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我没能给自己点到
01:56
a cup杯子 of sweet, green绿色 tea
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一杯加糖绿茶
01:58
was not due应有 to a simple简单 misunderstanding误解.
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并不是因为简单的误解。
02:01
This was due应有 to a fundamental基本的 difference区别
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而是因为对于选择这个概念
02:03
in our ideas思路 about choice选择.
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我们存在根本的认识差异。
02:06
From my American美国 perspective透视,
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从我作为一个美国人的视角,
02:08
when a paying付款 customer顾客 makes品牌 a reasonable合理 request请求
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当顾客提出合理要求
02:10
based基于 on her preferences优先,
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出于个人喜好,
02:12
she has every一切 right to have that request请求 met会见.
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她就有权利让自己的要求得到满足。
02:15
The American美国 way, to quote引用 Burger汉堡包 King国王,
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这种美式作风,用汉堡王的话来说,
02:17
is to "have it your way,"
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就是“吃出你的自己的方式”
02:19
because, as Starbucks星巴克 says,
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因为,正如星巴克所说,
02:21
"happiness幸福 is in your choices选择."
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“快乐尽在你的选择中。"
02:23
(Laughter笑声)
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(笑声)
02:25
But from the Japanese日本 perspective透视,
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但在日本人眼里,
02:28
it's their duty义务 to protect保护 those who don't know any better --
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他们有责任保护不知好歹的人
02:31
(Laughter笑声)
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(笑声)
02:33
in this case案件, the ignorant愚昧 gaijin盖紧 --
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也就是我这个无知的外国人(注:日语外人)--
02:35
from making制造 the wrong错误 choice选择.
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做出错误的选择。
02:38
Let's face面对 it: the way I wanted my tea
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这么说吧,我要在绿茶里放糖这种方式
02:40
was inappropriate不当 according根据 to cultural文化 standards标准,
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在日本的文化标准中是不恰当的,
02:43
and they were doing their best最好 to help me save保存 face面对.
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他们只是尽最大努力帮我保住面子。
02:46
Americans美国人 tend趋向 to believe
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而美国人则认为
02:48
that they've他们已经 reached到达 some sort分类 of pinnacle巅峰
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在实行选择这件事上,
02:50
in the way they practice实践 choice选择.
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他们已经做到最巅峰了。
02:52
They think that choice选择, as seen看到 through通过 the American美国 lens镜片
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他们认为以美国人的视角做出的选择
02:55
best最好 fulfills满足 an innate先天 and universal普遍
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最能满足人类对选择的
02:57
desire欲望 for choice选择 in all humans人类.
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本性和普遍性的欲望。
03:00
Unfortunately不幸,
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不幸的是,
03:02
these beliefs信仰 are based基于 on assumptions假设
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这种观点是建立在一种假设上的
03:04
that don't always hold保持 true真正
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而这些假设在不同文化不同国家里
03:06
in many许多 countries国家, in many许多 cultures文化.
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并不总是成立的。
03:09
At times they don't even hold保持 true真正
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甚至有时候在美国本土
03:11
at America's美国 own拥有 borders国界.
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都不一定成立。
03:13
I'd like to discuss讨论 some of these assumptions假设
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我想探讨其中一些假设
03:15
and the problems问题 associated相关 with them.
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以及引申而来的一些问题。
03:18
As I do so, I hope希望 you'll你会 start开始 thinking思维
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我希望在我进行的同时,大家也能开始想想
03:20
about some of your own拥有 assumptions假设
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你们自己的一些假设
03:22
and how they were shaped成形 by your backgrounds背景.
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以及它们在你个人背景影响下是如何形成的
03:25
First assumption假设:
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第一个假设:
03:27
if a choice选择 affects影响 you,
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如果一个选择影响你,
03:29
then you should be the one to make it.
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那么该选择应当由你本人做出。
03:31
This is the only way to ensure确保
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这是唯一的办法来保证
03:33
that your preferences优先 and interests利益
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你自己的偏好和兴趣
03:35
will be most fully充分 accounted for.
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被最大限度的纳入考虑。
03:38
It is essential必要 for success成功.
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这是成功的基本。
03:41
In America美国, the primary locus轨迹 of choice选择
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在美国,选择的主要焦点
03:44
is the individual个人.
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在于个人。
03:46
People must必须 choose选择 for themselves他们自己, sometimes有时 sticking症结 to their guns枪炮,
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人们必须为自己选择,有时甚至于固执己见地
03:49
regardless而不管 of what other people want or recommend推荐.
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不管其他人想要什么或推荐什么。
03:52
It's called "being存在 true真正 to yourself你自己."
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这叫“对自己真实。”
03:55
But do all individuals个人 benefit效益
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但是不是所有人都从
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from taking服用 such这样 an approach途径 to choice选择?
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这种选择的方式中获益呢?
04:00
Mark标记 Lepper莱佩尔 and I did a series系列 of studies学习
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马克 莱珀和我进行了一系列研究
04:02
in which哪一个 we sought追捧 the answer回答 to this very question.
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来寻求这个问题的答案。
04:05
In one study研究,
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在其中的一项研究中,
04:07
which哪一个 we ran in Japantown日本城, San Francisco弗朗西斯科,
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在旧金山的日本城展开
04:10
we brought seven-七- to nine-year-old九十岁 Anglo-盎格鲁 and Asian-American亚裔美国人 children孩子
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我们把7至9岁的英裔美国籍和亚裔美国籍儿童
04:13
into the laboratory实验室,
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带进了实验室
04:15
and we divided分为 them up into three groups.
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并将其分成三组。
04:17
The first group came来了 in,
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第一组进来,
04:19
and they were greeted欢迎 by Miss小姐 Smith工匠,
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由史密斯小姐迎接他们,
04:21
who showed显示 them six big piles of anagram字谜 puzzles谜题.
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并给他们看了六张字谜。
04:24
The kids孩子 got to choose选择 which哪一个 pile of anagrams字谜 they would like to do,
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孩子们可以选择自己喜欢的拼字图来完成。
04:27
and they even got to choose选择 which哪一个 marker标记
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他们还可以选择用哪只水笔
04:29
they would write their answers答案 with.
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把答案写下来。
04:31
When the second第二 group of children孩子 came来了 in,
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当第二组孩子进来时,
04:33
they were brought to the same相同 room房间, shown显示 the same相同 anagrams字谜,
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他们被带到同一个房间,展示同样的字谜游戏。
04:36
but this time Miss小姐 Smith工匠 told them
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不过这次史密斯小姐告诉他们
04:38
which哪一个 anagrams字谜 to do
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该做哪个拼字图
04:40
and which哪一个 markers标记 to write their answers答案 with.
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该用哪只水笔写答案。
04:43
Now when the third第三 group came来了 in,
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第三个小组进来,
04:46
they were told that their anagrams字谜 and their markers标记
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他们被告知做哪个拼字图得用哪只水笔
04:49
had been chosen选择 by their mothers母亲.
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已经由他们的妈妈决定好了。
04:51
(Laughter笑声)
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(笑声)
04:53
In reality现实,
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现实中,
04:55
the kids孩子 who were told what to do,
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那些被告知该做什么的孩子,
04:57
whether是否 by Miss小姐 Smith工匠 or their mothers母亲,
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不管是史密斯小姐还是他们的妈妈做的选择,
04:59
were actually其实 given特定 the very same相同 activity活动,
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实际上做出了和
05:01
which哪一个 their counterparts同行 in the first group
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第一组自由选择的孩子们
05:03
had freely自如 chosen选择.
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做出了完全一致的行为。
05:05
With this procedure程序, we were able能够 to ensure确保
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在这个过程中,我们可以保证
05:07
that the kids孩子 across横过 the three groups
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三组的孩子
05:09
all did the same相同 activity活动,
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都进行相同的活动,
05:11
making制造 it easier更轻松 for us to compare比较 performance性能.
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使我们更容易比较他们的行为
05:14
Such这样 small differences分歧 in the way we administered管理 the activity活动
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我们管理时的细微差异
05:17
yielded产生 striking引人注目 differences分歧
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在他们实际行为中
05:19
in how well they performed执行.
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引起了显著的不同。
05:21
Anglo-Americans英美,
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英裔美国籍的孩子们,
05:23
they did two and a half times more anagrams字谜
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做了两点五倍更多的拼图
05:26
when they got to choose选择 them,
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当他们可以(自己)进行选择时,
05:28
as compared相比 to when it was
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相对于
05:30
chosen选择 for them by Miss小姐 Smith工匠 or their mothers母亲.
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史密斯小姐或妈妈们为他们作出选择时。
05:33
It didn't matter who did the choosing选择,
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不论是谁作出的选择
05:36
if the task任务 was dictated决定 by another另一个,
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如果这任务已经被他人所强制,
05:38
their performance性能 suffered遭遇.
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他们的表现就会受损。
05:40
In fact事实, some of the kids孩子 were visibly明显地 embarrassed尴尬
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事实上,一些孩子面露尴尬
05:43
when they were told that their mothers母亲 had been consulted咨询.
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当他们得知已经同他们的妈妈商讨过了。
05:46
(Laughter笑声)
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(笑声)
05:48
One girl女孩 named命名 Mary玛丽 said,
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一个叫玛丽的孩子说
05:50
"You asked my mother母亲?"
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“你真的问了我妈妈?”
05:53
(Laughter笑声)
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(笑声)
05:55
In contrast对比,
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相比之下,
05:57
Asian-American亚裔美国人 children孩子
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亚裔的孩子们
05:59
performed执行 best最好 when they believed相信
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当他们相信他们妈妈作了选择时
06:01
their mothers母亲 had made制作 the choice选择,
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表现得最好,
06:04
second第二 best最好 when they chose选择 for themselves他们自己,
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第二好的是当他们自己作选择时
06:07
and least最小 well when it had been chosen选择 by Miss小姐 Smith工匠.
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最差的则是当史密斯小姐告诉他们时
06:10
A girl女孩 named命名 Natsumi夏海
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一个叫夏实的女孩
06:12
even approached接近 Miss小姐 Smith工匠 as she was leaving离开 the room房间
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甚至在史密斯小姐要离开房间时
06:14
and tugged扯了扯 on her skirt短裙 and asked,
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拉住她的裙角问,
06:16
"Could you please tell my mommy妈妈
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”你可以告诉我妈妈
06:18
I did it just like she said?"
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我照她的话乖乖做了吗?“
06:22
The first-generation第一代 children孩子 were strongly非常 influenced影响
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这些“第一代”(父母都为移民)的孩子
06:25
by their immigrant移民 parents'父母'
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受到了他们父母选择
06:27
approach途径 to choice选择.
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的强烈影响
06:29
For them, choice选择 was not just a way
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对他们来说,选择不仅是一种
06:31
of defining确定 and asserting断言
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展现自我的
06:33
their individuality个性,
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途径
06:35
but a way to create创建 community社区 and harmony和谐
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更是一种建立社群使人相处融洽的过程
06:37
by deferring推迟 to the choices选择
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通过服从他们
06:39
of people whom they trusted信任 and respected尊敬.
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所信任和尊敬的人作出的选择。
06:42
If they had a concept概念 of being存在 true真正 to one's那些 self,
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如果他们有一种对自我真实的观点
06:45
then that self, most likely容易,
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那么这个自我,在很多情况下
06:47
[was] composed, not of an individual个人,
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不是以个人为出发点
06:49
but of a collective集体.
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而是以集体作为出发点
06:51
Success成功 was just as much about pleasing愉快 key figures人物
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成功意味着满足一些重要人物
06:54
as it was about satisfying满意的
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和满足
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one's那些 own拥有 preferences优先.
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自己的偏爱。
06:58
Or, you could say that
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或者你可以这样认为,
07:00
the individual's个人 preferences优先 were shaped成形
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个人偏好的形成是根据
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by the preferences优先 of specific具体 others其他.
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其他人偏好的影响。
07:06
The assumption假设 then that we do best最好
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有这样一个假设,我们将做到最好
07:08
when the individual个人 self chooses
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当个人为自己做选择时
07:10
only holds持有
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只维持在
07:12
when that self
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当自我同他人
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is clearly明确地 divided分为 from others其他.
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明显区分开的情况下。
07:17
When, in contrast对比,
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相对的,
07:19
two or more individuals个人
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当两个或两人以上的个人
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see their choices选择 and their outcomes结果
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发现他们的选择和结果
07:23
as intimately密切 connected连接的,
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非常的相近时
07:25
then they may可能 amplify放大 one another's他人的 success成功
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他们则有可能放大自己的成就
07:28
by turning车削 choosing选择
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通过把选择
07:30
into a collective集体 act法案.
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转变成一种集团行为。
07:32
To insist咬定 that they choose选择 independently独立地
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要保持他们做出独立的选择,
07:35
might威力 actually其实 compromise妥协
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事实上需要
07:37
both their performance性能
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他们的表现
07:39
and their relationships关系.
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和他们的关系相互妥协。
07:41
Yet然而 that is exactly究竟 what
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这恰恰就是
07:43
the American美国 paradigm范例 demands需要.
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美国最需要的典范行为。
07:45
It leaves树叶 little room房间 for interdependence相互依存
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这种典范忽略了相互独立
07:48
or an acknowledgment承认 of individual个人 fallibility易错.
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以及对个人过失的承认。
07:51
It requires要求 that everyone大家 treat对待 choice选择
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它让每个人把选择
07:54
as a private私人的 and self-defining自定义 act法案.
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当成一种私人的和自我界定的行为。
07:58
People that have grown长大的 up in such这样 a paradigm范例
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一直依据这样的典范成长的人们
08:00
might威力 find it motivating激励,
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可能会认为这就是动机.
08:02
but it is a mistake错误 to assume承担
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但这是错误的
08:04
that everyone大家 thrives蓬勃发展 under the pressure压力
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去假设每个人都能够在独自选择的压力下
08:06
of choosing选择 alone单独.
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茁壮成长。
08:09
The second第二 assumption假设 which哪一个 informs运筹学 the American美国 view视图 of choice选择
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第二个对美国选择观的假设
08:12
goes something like this.
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则是这样的。
08:14
The more choices选择 you have,
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你拥有的选择越多,
08:16
the more likely容易 you are
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你就越有可能
08:18
to make the best最好 choice选择.
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做出最好的选择。
08:20
So bring带来 it on, Walmart沃尔玛(Walmart), with 100,000 different不同 products制品,
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所以呢,沃尔玛超市里就会有十万种不同的商品,
08:23
and Amazon亚马逊, with 27 million百万 books图书
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亚马逊网站有两千七百万册的书
08:26
and Match比赛.comCOM with -- what is it? --
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交友网站有--什么来着--
08:28
15 million百万 date日期 possibilities可能性 now.
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目前可能有一千五百万的约会机会。
08:32
You will surely一定 find the perfect完善 match比赛.
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你一定可以在上面找到真爱。
08:35
Let's test测试 this assumption假设
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让我们在东欧
08:37
by heading标题 over to Eastern Europe欧洲.
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验证一下这个假设。
08:39
Here, I interviewed采访 people
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在那儿,我采访了一些人
08:41
who were residents居民 of formerly以前 communist共产 countries国家,
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他们都曾是共产主义国家的居民,
08:44
who had all faced面对 the challenge挑战
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都曾经历过
08:46
of transitioning过渡 to a more
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向民主和资本主义社会的过渡
08:48
democratic民主的 and capitalistic资本主义 society社会.
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所带来的挑战。
08:51
One of the most interesting有趣 revelations启示
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其中最有意思的启示
08:53
came来了 not from an answer回答 to a question,
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并不是来自访谈过程,
08:55
but from a simple简单 gesture手势 of hospitality待客.
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而是来自一个款待客人的简单行为。
08:58
When the participants参与者 arrived到达 for their interview访问,
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当访谈对象到了之后,
09:01
I offered提供 them a set of drinks饮料:
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我给他们提供了一些饮料,
09:03
Coke可乐, Diet饮食 Coke可乐, Sprite雪碧 --
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可乐、无糖可乐、雪碧等--
09:05
seven, to be exact精确.
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准确地来讲有七种。
09:07
During the very first session会议,
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在第一部分
09:09
which哪一个 was run in Russia俄国,
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在对俄罗斯进行访谈时,
09:11
one of the participants参与者 made制作 a comment评论
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其中一个参与者的一个意见
09:13
that really caught抓住 me off guard守卫.
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让我大吃一惊。
09:16
"Oh, but it doesn't matter.
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“哦,没关系的,
09:18
It's all just soda苏打. That's just one choice选择."
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反正都是汽水,都是一种选择啦。”
09:21
(Murmuring淙淙)
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(议论声)
09:23
I was so struck来袭 by this comment评论 that from then on,
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对这句话我真感到惊讶,于是在接下来对象中,
09:25
I started开始 to offer提供 all the participants参与者
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我开始为访谈者提供
09:27
those seven sodas汽水,
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这七种汽水。
09:29
and I asked them, "How many许多 choices选择 are these?"
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然后我问他们:“这里有多少种选择呢?”
09:32
Again and again,
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一次又一次的,
09:34
they perceived感知 these seven different不同 sodas汽水,
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他们认为这七种汽水,
09:37
not as seven choices选择, but as one choice选择:
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不是七种选择,而是一种选择:
09:40
soda苏打 or no soda苏打.
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汽水或非汽水饮料。
09:42
When I put out juice果汁 and water
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我又另外加了果汁和水
09:44
in addition加成 to these seven sodas汽水,
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除这七种汽水之外,
09:46
now they perceived感知 it as only three choices选择 --
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这会儿他们认为有三种选择
09:48
juice果汁, water and soda苏打.
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果汁、水和汽水。
09:51
Compare比较 this to the die-hard死硬死硬的顽固的 devotion忠诚 of many许多 Americans美国人,
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这让许多顽固死硬的美国人来辨别,
09:54
not just to a particular特定 flavor味道 of soda苏打,
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依据的就不仅仅是口味不同的汽水了,
09:57
but to a particular特定 brand.
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还有不同的牌子。
09:59
You know, research研究 shows节目 repeatedly反复
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调查反复证明
10:02
that we can't actually其实 tell the difference区别
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我们其实并不能真正辨别出
10:04
between之间 Coke可乐 and Pepsi百事可乐.
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可口可乐和百事可乐有什么区别。
10:06
Of course课程, you and I know
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当然,大家都明白,
10:08
that Coke可乐 is the better choice选择.
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可口可乐是更好的选择。
10:10
(Laughter笑声)
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(笑声)
10:16
For modern现代 Americans美国人 who are exposed裸露
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对现代的美国人来说,
10:18
to more options选项 and more ads广告 associated相关 with options选项
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他们面对的选项最多,
10:21
than anyone任何人 else其他 in the world世界,
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面对的广告带来的选择也最多,
10:23
choice选择 is just as much about who they are
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选择表现了他们是谁
10:25
as it is about what the product产品 is.
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正如不同的产品一样。
10:28
Combine结合 this with the assumption假设 that more choices选择 are always better,
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与第二个假设结合起来看,越多选择总是越好的,
10:31
and you have a group of people for whom every一切 little difference区别 matters事项
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于是你能找到一群人,对他们来说,每一个小小的区别都很重要,
10:34
and so every一切 choice选择 matters事项.
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也因此每一个选择都很重要。
10:36
But for Eastern Europeans欧洲人,
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但对东欧人而言,
10:39
the sudden突然 availability可用性 of all these
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突然那么多的产品
10:41
consumer消费者 products制品 on the marketplace市井 was a deluge洪水.
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如洪水般充斥着消费市场。
10:44
They were flooded with choice选择
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在他们抗议自己还没学会游泳之前,
10:46
before they could protest抗议 that they didn't know how to swim游泳.
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就已经被大量的选择淹没了。
10:50
When asked, "What words and images图片
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当被问及“选择会令你联想到什么
10:52
do you associate关联 with choice选择?"
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词语和印象时?“
10:54
Grzegorz格热戈日 from Warsaw华沙 said,
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来自华沙的格雷戈尔说:
10:57
"Ah, for me it is fear恐惧.
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“啊,对我来说是害怕。
10:59
There are some dilemmas困境 you see.
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有很多进退两难的问题。
11:01
I am used to no choice选择."
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我习惯没有选择。”
11:03
Bohdan博赫丹 from Kiev基辅 said,
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来自基辅的布丹,
11:05
in response响应 to how he felt about
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他针对新的消费市场,
11:07
the new consumer消费者 marketplace市井,
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做出的回应则是:
11:09
"It is too much.
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"太多了。
11:11
We do not need everything that is there."
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我们不需要那么多东西。"
11:13
A sociologist社会学家 from
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一个来自华沙研究机构
11:15
the Warsaw华沙 Survey调查 Agency机构 explained解释,
275
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的社会学家解释到:
11:18
"The older旧的 generation jumped跳下 from nothing
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”这里上一代的人是从“
11:21
to choice选择 all around them.
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没有选择的时代过来的。
11:23
They were never given特定 a chance机会 to learn学习
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他们从来没有机会学习
11:25
how to react应对."
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如何对外界的选择做出反应。”
11:27
And Tomasz托马斯, a young年轻 Polish抛光 man said,
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来自波兰的年轻人汤马士说,
11:30
"I don't need twenty二十 kinds of chewing咀嚼 gum.
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我不需要二十种口香糖。“
11:33
I don't mean to say that I want no choice选择,
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我并不是说我不需要选择。
11:36
but many许多 of these choices选择 are quite相当 artificial人造."
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但这些选择中,有很多是刻意制造的。”
11:40
In reality现实, many许多 choices选择 are between之间 things
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现实中,很多的选择,
11:43
that are not that much different不同.
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存在于并无明显差异的东西之间。
11:47
The value of choice选择
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选择的价值
11:49
depends依靠 on our ability能力
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基于我们识别
11:51
to perceive感知 differences分歧
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各种选择之不同的
11:53
between之间 the options选项.
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能力。
11:55
Americans美国人 train培养 their whole整个 lives生活
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美国人的一生都在接受
11:57
to play "spot the difference区别."
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”识别差异“的训练。
12:00
They practice实践 this from such这样 an early age年龄
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他们从小就开始练习做选择,
12:02
that they've他们已经 come to believe that everyone大家
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便不由得相信这种能力
12:04
must必须 be born天生 with this ability能力.
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是与生俱来的。
12:06
In fact事实, though虽然 all humans人类 share分享
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事实上,尽管所有人
12:08
a basic基本 need and desire欲望 for choice选择,
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在“选择”上都有基本的需要和欲望,
12:11
we don't all see choice选择 in the same相同 places地方
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但是我们认识选择时的角度
12:14
or to the same相同 extent程度.
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和程度都是不同的。
12:16
When someone有人 can't see how one choice选择
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当有些人无法识辨一个选择
12:18
is unlike不像 another另一个,
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和另一个选择有什么区别时,
12:20
or when there are too many许多 choices选择 to compare比较 and contrast对比,
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或者得在许多的选择间做出类比,
12:23
the process处理 of choosing选择 can be
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这种选择的过程可能是
12:25
confusing扑朔迷离 and frustrating泄气.
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令人困惑的甚至感到沮丧的。
12:28
Instead代替 of making制造 better choices选择,
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这时,我们非但不能做出最佳选择,
12:30
we become成为 overwhelmed不堪重负 by choice选择,
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反倒被选择给打垮了,
12:32
sometimes有时 even afraid害怕 of it.
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有时甚至会害怕做出选择。
12:35
Choice选择 no longer offers报价 opportunities机会,
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选择不再是提供机遇,
12:37
but imposes强加 constraints限制.
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反而是来增加限制。
12:39
It's not a marker标记 of liberation解放,
309
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(选择)不再是一支书写自由的笔,
12:41
but of suffocation窒息
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反而被一些毫无意义的琐碎小事
12:43
by meaningless无意义的 minutiae细节.
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给扼制了。
12:45
In other words,
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换句话说,
12:47
choice选择 can develop发展 into the very opposite对面
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选择可以向它所代表的反面
12:49
of everything it represents代表
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发展
12:51
in America美国
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在美国
12:53
when it is thrust推力 upon those
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当选择突然扔到
12:55
who are insufficiently不足够 prepared准备 for it.
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那些没有准备好的人面前时是这样。
12:58
But it is not only other people
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但是不仅仅是其他地方
13:00
in other places地方
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的人们会感到
13:02
that are feeling感觉 the pressure压力
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纷纷而至的选择
13:04
of ever-increasing不断增加 choice选择.
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所带来的压抑。
13:06
Americans美国人 themselves他们自己 are discovering发现
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美国人自己也发现
13:08
that unlimited无限 choice选择
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无限的选择
13:10
seems似乎 more attractive有吸引力 in theory理论
324
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似乎在理论上要比在实际中
13:12
than in practice实践.
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更具有吸引力
13:14
We all have physical物理, mental心理
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我们都有肉体上、精神上
13:17
and emotional情绪化 (Laughter笑声) limitations限制
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和情感上的局限
13:19
that make it impossible不可能 for us
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这使得我们不可能处理
13:21
to process处理 every一切 single choice选择 we encounter遭遇,
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接触到的每一个微小的选择。
13:24
even in the grocery杂货 store商店,
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即使是在杂货店里也难做到,
13:26
let alone单独 over the course课程 of our entire整个 lives生活.
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更不用说是在我们整个生活中了。
13:29
A number of my studies学习 have shown显示
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我的一些研究表明,
13:32
that when you give people 10 or more options选项
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当你给人们十个以上的选项时
13:34
when they're making制造 a choice选择, they make poorer decisions决定,
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他们在选择时,会做出糟糕的决定,
13:37
whether是否 it be health健康 care关心, investment投资,
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不论是医疗,投资
13:39
other critical危急 areas.
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还是其他重要的方面。
13:41
Yet然而 still, many许多 of us believe
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尽管如此,我们很多人还是相信
13:43
that we should make all our own拥有 choices选择
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我们应该完全做出自己的选择,
13:46
and seek寻求 out even more of them.
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甚至寻找更多的选择。
13:49
This brings带来 me to the third第三,
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这令我做出了第三个,
13:52
and perhaps也许 most problematic问题, assumption假设:
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也或许是最具争议的一个假设:
13:55
"You must必须 never
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“你必须绝不能对
13:57
say no to choice选择."
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选择说不。”
14:00
To examine检查 this, let's go back to the U.S.
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为了验证,我们把视线放回美国,
14:02
and then hop across横过 the pond池塘 to France法国.
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然后跳到法国
14:05
Right outside Chicago芝加哥,
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就在芝加哥郊外,
14:08
a young年轻 couple一对, Susan苏珊 and Daniel丹尼尔 Mitchell米切尔,
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一对年轻的夫妇,苏珊和丹尼尔 米切尔,
14:10
were about to have their first baby宝宝.
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即将要有他们第一个孩子。
14:13
They'd他们会 already已经 picked采摘的 out a name名称 for her,
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他们已经为她娶好了名字,
14:15
Barbara芭芭拉, after her grandmother祖母.
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以她祖母的名字命名,芭芭拉。
14:18
One night, when Susan苏珊 was seven months个月 pregnant,
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苏珊怀孕七个月的一个晚上,
14:21
she started开始 to experience经验 contractions宫缩
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她开始感觉到子宫收缩,
14:23
and was rushed to the emergency room房间.
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赶紧送到了急救室里。
14:26
The baby宝宝 was delivered交付 through通过 a C-section剖腹产,
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宝宝生了下来,
14:29
but Barbara芭芭拉 suffered遭遇 cerebral颅内 anoxia缺氧症,
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不料芭芭拉患有
14:31
a loss失利 of oxygen to the brain.
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脑缺氧,
14:34
Unable无法 to breathe呼吸 on her own拥有,
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无法自己呼吸。
14:36
she was put on a ventilator换气扇.
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她靠呼吸机供氧。
14:38
Two days later后来,
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两天后,
14:40
the doctors医生 gave the Mitchells米切尔
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医生给了米切尔
14:42
a choice选择:
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一个选择。
14:44
They could either remove去掉 Barbara芭芭拉
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他们或者移除芭芭拉
14:46
off the life support支持,
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的生命支持装置,
14:48
in which哪一个 case案件 she would die within a matter of hours小时,
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这样她会在几小时后死去,
14:51
or they could keep her on life support支持,
365
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或者保留她的生命装置,
14:54
in which哪一个 case案件 she might威力 still die
366
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在这种情况下,她还是可能会在
14:56
within a matter of days.
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几天内死去,
14:58
If she survived幸存, she would remain
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即便保住了生命,
15:00
in a permanent常驻 vegetative营养 state,
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她也会是永久性植物人,
15:03
never able能够 to walk步行, talk
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无法走路、说话
15:06
or interact相互作用 with others其他.
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交流。
15:09
What do they do?
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他们怎么做呢?
15:11
What do any parent do?
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身为父母的人会怎么做呢?
15:17
In a study研究 I conducted进行
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在我与西蒙娜 博蒂和克里斯蒂娜 奥法里一起
15:19
with Simona西蒙娜 Botti博迪 and Kristina克里斯蒂娜 OrfaliOrfali,
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进行的研究里,
15:21
American美国 and French法国 parents父母
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几对美国夫妇和法国夫妇
15:23
were interviewed采访.
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接受了访谈。
15:25
They had all suffered遭遇
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他们都经历了
15:27
the same相同 tragedy悲剧.
379
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同样的悲剧。
15:29
In all cases, the life support支持 was removed去除,
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这几对夫妇都决定不再使用生命支持仪,
15:32
and the infants婴儿 had died死亡.
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于是婴儿死了。
15:34
But there was a big difference区别.
382
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但这其中却有很大的差别。
15:36
In France法国, the doctors医生 decided决定 whether是否 and when
383
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在法国,是由医生来决定生命装置是否需要移除
15:39
the life support支持 would be removed去除,
384
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以及什么时候移除,
15:42
while in the United联合的 States状态,
385
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而在美国,
15:44
the final最后 decision决定 rested休息 with the parents父母.
386
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最后的决定则还是交给了父母。
15:48
We wondered想知道:
387
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我们想:
15:50
does this have an effect影响 on how the parents父母
388
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这是否会影响到并且如何影响
15:52
cope应付 with the loss失利 of their loved喜爱 one?
389
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父母对待失去挚爱的这件事呢?
15:55
We found发现 that it did.
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我们发现答案是肯定的。
15:58
Even up to a year later后来,
391
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甚至到了一年以后,
16:00
American美国 parents父母
392
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美国夫妇
16:02
were more likely容易 to express表现 negative emotions情绪,
393
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更容易流出负面的情绪,
16:04
as compared相比 to their French法国 counterparts同行.
394
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相较于法国夫妇。
16:07
French法国 parents父母 were more likely容易 to say things like,
395
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法国夫妇则会说些:“
16:10
"Noah诺亚 was here for so little time,
396
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诺娃活得很短暂,
16:13
but he taught us so much.
397
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却教会了我们很多。
16:15
He gave us a new perspective透视 on life."
398
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他让我们看到了生活的另一页”之类的话
16:19
American美国 parents父母 were more likely容易 to say things like,
399
964000
3000
美国夫妇则常常会说,
16:22
"What if? What if?"
400
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3000
“如果怎样?如果怎样?”之类的话
16:25
Another另一个 parent complained抱怨,
401
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另一对父母则抱怨,
16:27
"I feel as if they purposefully目的地 tortured折磨 me.
402
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“我觉得他们似乎在故意折磨我。
16:30
How did they get me to do that?"
403
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3000
他们怎么可以让我做这个?”
16:33
And another另一个 parent said,
404
978000
2000
还有一个父母则说,
16:35
"I feel as if I've played发挥 a role角色
405
980000
2000
“我觉得我好像扮演了
16:37
in an execution执行."
406
982000
3000
侩子手的角色。"
16:40
But when the American美国 parents父母 were asked
407
985000
2000
但是当问这些美国父母们
16:42
if they would rather have had
408
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2000
愿不愿意让医生
16:44
the doctors医生 make the decision决定,
409
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3000
来做这个决定时,
16:47
they all said, "No."
410
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2000
他们都回答说,“不”
16:49
They could not imagine想像
411
994000
2000
他们无法想象
16:51
turning车削 that choice选择 over to another另一个,
412
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2000
把选择交给另外一方,
16:53
even though虽然 having made制作 that choice选择
413
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3000
尽管自己做决定
16:56
made制作 them feel trapped被困,
414
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令他们感到困扰
16:58
guilty有罪, angry愤怒.
415
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2000
负罪、愤怒。
17:00
In a number of cases
416
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在一些案例中,
17:02
they were even clinically临床 depressed郁闷.
417
1007000
3000
有些人甚至得了焦虑症。
17:05
These parents父母 could not contemplate沉思
418
1010000
2000
这些父母无法想象
17:07
giving up the choice选择,
419
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2000
放弃这个选择,
17:09
because to do so would have gone走了 contrary相反
420
1014000
2000
因为这样做将违背
17:11
to everything they had been taught
421
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3000
他们一直来所被教导的
17:14
and everything they had come to believe
422
1019000
2000
和所相信的
17:16
about the power功率
423
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2000
关于权力
17:18
and purpose目的 of choice选择.
424
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3000
和选择的目的。
17:21
In her essay文章, "The White白色 Album专辑,"
425
1026000
3000
在琼 迪迪恩的文章,
17:24
Joan Didion迪迪翁 writes,
426
1029000
3000
《白色相册》中,她写道,
17:27
"We tell ourselves我们自己 stories故事
427
1032000
2000
“我们给自己讲故事
17:29
in order订购 to live生活.
428
1034000
2000
促使自己生活下去。
17:31
We interpret what we see,
429
1036000
2000
我们体会着自己所见,
17:33
select选择 the most workable可行
430
1038000
2000
在多种选择中,
17:35
of the multiple choices选择.
431
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2000
寻找可行的选择。
17:37
We live生活 entirely完全 by the imposition征收
432
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我们完全是被强迫地生活在
17:39
of a narrative叙述 line线
433
1044000
2000
一个叙述性的
17:41
upon disparate不同 images图片,
434
1046000
2000
基于一些零碎图片上的线条上,
17:43
by the idea理念 with which哪一个 we have learned学到了 to freeze冻结
435
1048000
3000
我们已学会去冻结
17:46
the shifting phantasmagoria千变万化的风,
436
1051000
2000
千变万化的幻觉中
17:48
which哪一个 is our actual实际 experience经验."
437
1053000
3000
的真实经历。”
17:53
The story故事 Americans美国人 tell,
438
1058000
2000
那些美国人所讲述的故事,
17:55
the story故事 upon which哪一个
439
1060000
2000
那些铸造着
17:57
the American美国 dream梦想 depends依靠,
440
1062000
2000
美国梦的故事
17:59
is the story故事 of limitless无限 choice选择.
441
1064000
3000
是人拥有无限选择的故事
18:02
This narrative叙述
442
1067000
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这个故事
18:04
promises许诺 so much:
443
1069000
2000
许诺了太多:
18:06
freedom自由, happiness幸福,
444
1071000
2000
自由、幸福
18:08
success成功.
445
1073000
2000
成功。
18:10
It lays乐事 the world世界 at your feet and says,
446
1075000
3000
它令人身置云端,说道,
18:13
"You can have anything, everything."
447
1078000
3000
“你可以拥有一切的一切。”
18:17
It's a great story故事,
448
1082000
2000
这是一个传奇,
18:19
and it's understandable可理解 why they would be reluctant不情愿
449
1084000
2000
并且可以理解为何他们不愿意
18:21
to revise修改 it.
450
1086000
3000
去改写它。
18:24
But when you take a close look,
451
1089000
2000
但是当你细细地看时,
18:26
you start开始 to see the holes,
452
1091000
2000
你便会发现漏洞,
18:28
and you start开始 to see that the story故事
453
1093000
2000
然后你发现这个故事
18:30
can be told in many许多 other ways方法.
454
1095000
3000
也可以这样讲,那样讲。
18:33
Americans美国人 have so often经常 tried试着 to
455
1098000
2000
美国人尝试着
18:35
disseminate传播 their ideas思路 of choice选择,
456
1100000
3000
去传播他们关于选择的观念
18:38
believing相信 that they will be, or ought应该 to be,
457
1103000
3000
相信他人将会,或者必然会,
18:41
welcomed欢迎 with open打开 hearts心中 and minds头脑.
458
1106000
3000
用开放的心胸去接受这种观念。
18:44
But the history历史 books图书 and the daily日常 news新闻 tell us
459
1109000
3000
但是历史书和每天的新闻告诉我们,
18:47
it doesn't always work out that way.
460
1112000
3000
这套理论并不总是这样顺利运作的。
18:50
The phantasmagoria千变万化的风,
461
1115000
2000
说故事的手法
18:52
the actual实际 experience经验 that we try to understand理解
462
1117000
2000
各地不同,千变万化
18:54
and organize组织 through通过 narrative叙述,
463
1119000
3000
我们都试图用说故事的方法
18:57
varies变化 from place地点 to place地点.
464
1122000
3000
去了解组织阐释自己的真实经验。
19:00
No single narrative叙述 serves供应 the needs需求
465
1125000
2000
任何地区的任何人
19:02
of everyone大家 everywhere到处.
466
1127000
3000
都不会只满足于一种叙事的手法
19:06
Moreover此外, Americans美国人 themselves他们自己
467
1131000
3000
况且,美国人自己
19:09
could benefit效益 from incorporating结合
468
1134000
3000
也能收益于吸收他人
19:12
new perspectives观点 into their own拥有 narrative叙述,
469
1137000
3000
的叙事技巧,
19:15
which哪一个 has been driving主动 their choices选择
470
1140000
2000
这一套叙事技巧已经左右他们的选择
19:17
for so long.
471
1142000
3000
很久了。
19:20
Robert罗伯特 Frost once一旦 said that,
472
1145000
3000
罗伯特 福斯特(注:美国诗人)曾说,
19:23
"It is poetry诗歌 that is lost丢失 in translation翻译."
473
1148000
3000
“诗就是翻译过程中所失去的东西。”
19:27
This suggests提示 that
474
1152000
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这句话是说
19:29
whatever随你 is beautiful美丽 and moving移动,
475
1154000
2000
不管多么美丽多么动人,
19:31
whatever随你 gives us a new way to see,
476
1156000
3000
多么让我们有了新的感悟的东西
19:34
cannot不能 be communicated传达 to those
477
1159000
2000
人们都没有办法将它
19:36
who speak说话 a different不同 language语言.
478
1161000
3000
用另一种语言表述出来。
19:39
But Joseph约瑟夫 Brodsky布罗德斯基 said that,
479
1164000
2000
可约瑟夫布 罗司机(注:苏联诗人)也曾说过,
19:41
"It is poetry诗歌
480
1166000
2000
“诗,
19:43
that is gained获得 in translation翻译,"
481
1168000
2000
是从翻译过程中得到的"
19:45
suggesting提示 that translation翻译
482
1170000
2000
这意味着翻译可以是
19:47
can be a creative创作的,
483
1172000
2000
一项富有创造力的
19:49
transformative变革 act法案.
484
1174000
3000
和改变力的艺术。
19:52
When it comes to choice选择,
485
1177000
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在翻译过程中要面临选择
19:54
we have far more to gain获得 than to lose失去
486
1179000
3000
透过许多不同的翻译叙事手法
19:57
by engaging in the many许多
487
1182000
3000
我们从中得到的感触
20:00
translations译文 of the narratives叙事.
488
1185000
3000
会比失去的还要多。
20:03
Instead代替 of replacing更换
489
1188000
2000
这并不是要
20:05
one story故事 with another另一个,
490
1190000
2000
用另一个故事来取代,
20:07
we can learn学习 from and revel陶醉 in
491
1192000
2000
我们可以在翻译过程中学习到新事物
20:09
the many许多 versions版本 that exist存在
492
1194000
3000
并陶醉于不同的版本里,
20:12
and the many许多 that have yet然而 to be written书面.
493
1197000
3000
甚至陶醉在非原版的意境里
20:15
No matter where we're from
494
1200000
3000
不论我们来自哪里,
20:18
and what your narrative叙述 is,
495
1203000
2000
叙述的手段如何,
20:20
we all have a responsibility责任
496
1205000
2000
我们都有一个共同的责任,
20:22
to open打开 ourselves我们自己 up to a wider更宽的 array排列
497
1207000
2000
打开心房去接受
20:24
of what choice选择 can do,
498
1209000
3000
更广泛的选择
20:27
and what it can represent代表.
499
1212000
3000
以及这些选择所代表的意义
20:30
And this does not lead to
500
1215000
2000
这样才不会让
20:32
a paralyzing瘫痪 moral道德 relativism相对主义.
501
1217000
3000
”道德相对主义“滋生,
20:35
Rather, it teaches us when
502
1220000
2000
相反它可以教导我们
20:37
and how to act法案.
503
1222000
2000
何时行动,如何行动。
20:39
It brings带来 us that much closer接近
504
1224000
2000
让我们了解
20:41
to realizing实现 the full充分 potential潜在 of choice选择,
505
1226000
3000
各种选择的蕴涵,
20:44
to inspiring鼓舞人心 the hope希望
506
1229000
2000
更接近能鼓舞人心的希望
20:46
and achieving实现 the freedom自由
507
1231000
2000
获得选择所拥有的
20:48
that choice选择 promises许诺
508
1233000
2000
却有时不能传递的
20:50
but doesn't always deliver交付.
509
1235000
2000
的自由
20:52
If we learn学习 to speak说话 to one another另一个,
510
1237000
3000
如果我们学会与人交谈,
20:55
albeit尽管 through通过 translation翻译,
511
1240000
3000
即使是通过翻译,
20:58
then we can begin开始 to see choice选择
512
1243000
2000
我们就可以发现
21:00
in all its strangeness陌生感,
513
1245000
2000
选择的不可思议之处,
21:02
complexity复杂
514
1247000
3000
复杂之处,
21:05
and compelling引人注目 beauty美女.
515
1250000
2000
和它的迷人之处。
21:07
Thank you.
516
1252000
2000
谢谢大家。
21:09
(Applause掌声)
517
1254000
11000
(掌声)
21:20
Bruno布鲁诺 Giussani吉萨尼: Thank you.
518
1265000
3000
布鲁诺 吉桑尼:谢谢您。
21:23
Sheena希娜, there is a detail详情 about your biography
519
1268000
3000
希娜,目前有没有你自传的消息
21:26
that we have not written书面 in the program程序 book.
520
1271000
2000
但是我们已经听过你的许多事迹
21:28
But by now it's evident明显 to everyone大家 in this room房间. You're blind.
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在座的各位都知道你的眼睛看不见。
21:31
And I guess猜测 one of the questions问题 on everybody's每个人的 mind心神 is:
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我想,大家都有一个问题:
21:34
How does that influence影响 your study研究 of choosing选择
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这一点如何影响你关于选择的研究。
21:37
because that's an activity活动
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因为这项活动
21:39
that for most people is associated相关 with visual视觉 inputs输入
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很大程度上需要视觉获得信息,
21:42
like aesthetics美学 and color颜色 and so on?
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比如美学啊,色彩啊等等
21:46
Sheena希娜 Iyengar艾扬格: Well, it's funny滑稽 that you should ask that
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希娜 亚格尔:恩,你问得问题很有趣,
21:48
because one of the things that's interesting有趣 about being存在 blind
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因为关于失明,有一个有趣的地方是
21:51
is you actually其实 get a different不同 vantage华帝 point
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你事实上有一个非常不同的
21:53
when you observe the way
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视角
21:55
sighted短视 people make choices选择.
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去观察人们的选择。
21:57
And as you just mentioned提到, there's lots of choices选择 out there
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正如你刚刚提到的,日常生活中
21:59
that are very visual视觉 these days.
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我们常常依赖视觉做出选择,
22:01
Yeah, I -- as you would expect期望 --
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是的,就如你想得那样,
22:03
get pretty漂亮 frustrated受挫 by choices选择
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我有时候会感到沮丧受挫,在面临
22:05
like what nail polish抛光 to put on
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该涂什么指甲油的选择时
22:07
because I have to rely依靠 on what other people suggest建议.
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我不得不依赖他人的意见
22:09
And I can't decide决定.
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我无法自己做出选择,
22:11
And so one time I was in a beauty美女 salon沙龙,
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有一次我在美容院,
22:13
and I was trying to decide决定 between之间 two very light shades色调 of pink.
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我试图在两种淡粉色之间做出选择,
22:16
And one was called "Ballet芭蕾舞 Slippers拖鞋."
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一个叫”粉色芭蕾“,
22:18
And the other one was called "Adorable可爱的."
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另一个”粉可爱“
22:21
(Laughter笑声)
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(笑声)
22:23
And so I asked these two ladies女士们,
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于是我就问了两位女士,
22:25
and the one lady淑女 told me, "Well, you should definitely无疑 wear穿 'Ballet'芭蕾舞 Slippers拖鞋.'"
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其中一个说”啊,你一定得涂个粉色芭蕾“
22:27
"Well, what does it look like?"
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”嗯,那它是什么样的呢“
22:29
"Well, it's a very elegant优雅 shade阴凉处 of pink."
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”它是一种非常优雅的粉色“
22:31
"Okay, great."
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”哦,不错“
22:33
The other lady淑女 tells告诉 me to wear穿 "Adorable可爱的."
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另一个则告诉我涂”粉可爱“
22:35
"What does it look like?"
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”它是什么样的呢“
22:37
"It's a glamorous富有魅力的 shade阴凉处 of pink."
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”它是一种华丽的粉色“
22:41
And so I asked them, "Well, how do I tell them apart距离?
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于是我就问他们”那我该怎么区别呢“
22:43
What's different不同 about them?"
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”它们之前有什么不同“
22:45
And they said, "Well, one is elegant优雅, the other one's那些 glamorous富有魅力的."
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她们说”一款是优雅的,另一款华丽“
22:47
Okay, we got that.
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好吧,我们知道了。
22:49
And the only thing they had consensus共识 on:
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她们唯一达成共识的,
22:51
well, if I could see them, I would
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是,如果我能看见,
22:53
clearly明确地 be able能够 to tell them apart距离.
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我就能够很清晰地辨别了。
22:55
(Laughter笑声)
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(笑声)
22:57
And what I wondered想知道 was whether是否 they were being存在 affected受影响
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所以我想她们是不是
23:00
by the name名称 or the content内容 of the color颜色,
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被这两种颜色的名字所影响了呢。
23:02
so I decided决定 to do a little experiment实验.
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于是我就做了个小实验,
23:05
So I brought these two bottles瓶子 of nail polish抛光 into the laboratory实验室,
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我把这两瓶指甲油带回了实验室,
23:08
and I stripped剥离 the labels标签 off.
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撕掉了标签,
23:10
And I brought women妇女 into the laboratory实验室,
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然后我让几个女士进了实验室,
23:12
and I asked them, "Which哪一个 one would you pick?"
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问她们:”你会选择哪一种呢“
23:14
50 percent百分 of the women妇女 accused被告 me of playing播放 a trick,
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一半的人都说我在跟她们开玩笑,
23:17
of putting the same相同 color颜色 nail polish抛光
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她们觉得
23:19
in both those bottles瓶子.
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这两罐指甲油是一模一样的
23:21
(Laughter笑声)
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(笑声)
23:23
(Applause掌声)
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(掌声)
23:27
At which哪一个 point you start开始 to wonder奇迹 who the trick's招的 really played发挥 on.
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这时候你就会猜想究竟是谁在耍把戏了
23:30
Now, of the women妇女 that could tell them apart距离,
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而在撕掉标签的情况下,
23:33
when the labels标签 were off, they picked采摘的 "Adorable可爱的,"
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那些能分辨的女性会选择“粉可爱”
23:36
and when the labels标签 were on,
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若贴上了标签,
23:38
they picked采摘的 "Ballet芭蕾舞 Slippers拖鞋."
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她们又选择了”粉色芭蕾“
23:41
So as far as I can tell,
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所以就我所理解的
23:43
a rose玫瑰 by any other name名称
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一款玫瑰只要有不同名字,
23:45
probably大概 does look different不同
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就能让它的外观看起来与其他款不同
23:47
and maybe even smells气味 different不同.
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可能闻起来也有不同。
23:50
BGBG: Thank you. Sheena希娜 Iyengar艾扬格. Thank you Sheena希娜.
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布鲁诺 吉桑尼: 谢谢。希娜•亚格尔教授 。. 谢谢你Sheena.
23:53
(Applause掌声)
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(掌声)
Translated by Jenny Yang
Reviewed by Guo Tang

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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