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

Why you should listen

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

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

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

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

Sheena Iyengar: How to make choosing easier

希娜‧艾恩嘉:如何讓選擇更容易

Filmed:
2,749,817 views

我們都想要提供客製化的經驗與商品,但是當面對七百種選項時,顧客會無所適從。藉由極佳的研究,Sheena Iyenga向我們展示了商業(與其它行業)可以如何改善選擇的體驗。
- Psycho-economist
Sheena Iyengar studies how people choose (and what makes us think we're good at it). Full bio

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

00:15
Do you know how many許多 choices選擇 you make
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你知道一天當中
00:17
in a typical典型 day?
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你做了多少選擇嗎?
00:20
Do you know how many許多 choices選擇 you make
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你知道一個星期之中
00:22
in typical典型 week?
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你做了多少選擇嗎?
00:24
I recently最近 did a survey調查
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最近,我做了一項調查
00:26
with over 2,000 Americans美國人,
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對象是兩千名美國人
00:28
and the average平均 number of choices選擇
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那些美國人在一天之中
00:30
that the typical典型 American美國 reports報告 making製造
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平均做了
00:32
is about 70 in a typical典型 day.
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七十項選擇
00:35
There was also recently最近 a study研究 doneDONE with CEOs老總
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最近還有一項關於總裁的調查
00:39
in which哪一個 they followed其次 CEOs老總 around for a whole整個 week.
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在調查中,科學家跟著那些總裁整整一個星期
00:42
And these scientists科學家們 simply只是 documented記錄 all the various各個 tasks任務
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這些科學家簡單地把那些總裁
00:45
that these CEOs老總 engaged訂婚 in
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參與的事情記錄下來
00:47
and how much time they spent花費 engaging
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以及總裁在那些相關的事情中
00:49
in making製造 decisions決定 related有關 to these tasks任務.
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花了多少時間做決定
00:51
And they found發現 that the average平均 CEOCEO
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科學家從那些總裁中發現到
00:54
engaged訂婚 in about 139 tasks任務 in a week.
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他們在一周中平均會參與139件事情
00:57
Each task任務 was made製作 up of many許多, many許多, many許多 sub-choices子選擇 of course課程.
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每件事情都由許多選擇以及次要選擇所構成
01:01
50 percent百分 of their decisions決定
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有百分之五十的決定
01:03
were made製作 in nine minutes分鐘 or less.
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用了不到九分鐘的時間
01:06
Only about 12 percent百分 of the decisions決定
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只有百分之十二的決定
01:09
did they make an hour小時 or more of their time.
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他們花了一個小時以上的時間
01:13
Think about your own擁有 choices選擇.
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想想看你自己的選擇
01:15
Do you know how many許多 choices選擇
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你知道你有多少選擇
01:17
make it into your nine minute分鐘 category類別
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需要花費九分鐘
01:19
versus your one hour小時 category類別?
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又有多少需要一小時呢?
01:21
How well do you think you're doing
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你覺得自己
01:23
at managing管理的 those choices選擇?
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有多擅長做選擇呢?
01:26
Today今天 I want to talk
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今天,我想和各位談論
01:28
about one of the biggest最大 modern現代 day choosing選擇 problems問題 that we have,
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關於現代生活中我們碰到的最大問題
01:31
which哪一個 is the choice選擇 overload超載 problem問題.
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就是我們要做太多選擇了
01:33
I want to talk about the problem問題
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我想談論這些問題
01:35
and some potential潛在 solutions解決方案.
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以及一些可能的解決方法
01:37
Now as I talk about this problem問題,
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當我談論這個問題時
01:39
I'm going to have some questions問題 for you
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我想先問你幾個問題
01:41
and I'm going to want to know your answers答案.
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然後我想知道你的答案
01:44
So when I ask you a question,
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當我問你一個問題
01:46
since以來 I'm blind,
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由於我是盲人
01:48
only raise提高 your hand if you want to burn燒傷 off some calories卡路里.
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所以如果你舉手的話,只能因此消耗一些熱量
01:51
(Laughter笑聲)
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(笑聲)
01:54
Otherwise除此以外, when I ask you a question,
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因此,當我問你一個問題時
01:56
and if your answer回答 is yes,
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如果你的答案是肯定的
01:58
I'd like you to clap your hands.
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請你拍手
02:00
So for my first question for you today今天:
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今天我的第一個問題是:
02:03
Are you guys ready準備 to hear about the choice選擇 overload超載 problem問題?
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你們大家都準備好聽關於「選擇過量」的問題了嗎?
02:06
(Applause掌聲)
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(掌聲)
02:08
Thank you.
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謝謝
02:11
So when I was a graduate畢業 student學生 at Stanford斯坦福 University大學,
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當我還是史丹佛大學的研究生時
02:13
I used to go to this very, very upscale高檔 grocery雜貨 store商店;
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我經常去一間非常高級的雜貨店
02:16
at least最小 at that time it was truly upscale高檔.
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至少在那個時候它是非常高級的
02:18
It was a store商店 called Draeger's德爾格公司.
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那是一間叫「德瑞格」的店
02:21
Now this store商店, it was almost幾乎 like going to an amusement娛樂 park公園.
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現在這間店幾乎變成了一間遊樂場
02:24
They had 250 different不同 kinds of mustards芥末 and vinegars
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他們有兩百五十種的黃芥茉和醋
02:27
and over 500 different不同 kinds
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還有超過五百種不同的
02:29
of fruits水果 and vegetables蔬菜
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水果和蔬菜
02:31
and more than two dozen different不同 kinds of bottled瓶裝 water --
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以及二十多種不同的瓶裝水
02:34
and this was during a time when we actually其實 used to drink tap龍頭 water.
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這還是在我們習慣喝水龍頭水的那個年代
02:38
I used to love going to this store商店,
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我以前很喜歡去這家店
02:41
but on one occasion場合 I asked myself,
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但是有一次我問自己
02:43
well how come you never buy購買 anything?
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為何你從來不買東西?
02:45
Here's這裡的 their olive橄欖 oil aisle走道.
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這裡是賣橄欖油的走道
02:47
They had over 75 different不同 kinds of olive橄欖 oil,
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他們有超過七十五種不同的橄欖油
02:49
including包含 those that were in a locked鎖定 case案件
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包含那些被鎖在櫃子裡
02:51
that came來了 from thousand-year-old千歲 olive橄欖 trees樹木.
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用千年老橄欖樹製成的油
02:55
So I one day decided決定 to pay工資 a visit訪問 to the manager經理,
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因此,有一天我決定去見經理一面
02:57
and I asked the manager經理,
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我問他
02:59
"Is this model模型 of offering people all this choice選擇 really working加工?"
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「這種提供大家所有選擇的行銷模式真的有用嗎?」
03:02
And he pointed to the busloadsbusloads of tourists遊客
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他以每天一車車前來的
03:04
that would show顯示 up everyday每天,
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遊客為例
03:06
with cameras相機 ready準備 usually平時.
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通常這些遊客也都準備了相機
03:08
We decided決定 to do a little experiment實驗,
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我們決定做一點小實驗
03:11
and we picked採摘的 jam果醬 for our experiment實驗.
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以果醬為實驗樣本
03:13
Here's這裡的 their jam果醬 aisle走道.
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這裡是賣果醬走道
03:15
They had 348 different不同 kinds of jam果醬.
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他們有348種不同的果醬
03:17
We set up a little tasting品嚐 booth
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我們設置了一些試吃攤
03:19
right near the entrance入口 of the store商店.
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就在接近店門口的位置
03:21
We there put out six different不同 flavors口味 of jam果醬
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我們在那裡放了六種
03:23
or 24 different不同 flavors口味 of jam果醬,
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或是二十四種不同的果醬
03:26
and we looked看著 at two things:
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然後我們觀察兩件事:
03:28
First, in which哪一個 case案件
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第一,在哪一種情況下
03:30
were people more likely容易 to stop, sample樣品 some jam果醬?
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人們比較願意停下來試吃?
03:33
More people stopped停止 when there were 24, about 60 percent百分,
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大部份的人在有二十四種果醬的時候停下來,
大約佔了百分之六十
03:36
than when there were six,
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而有六種果醬時
03:38
about 40 percent百分.
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則只有百分之四十的人停下來試吃
03:40
The next下一個 thing we looked看著 at
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另一個部份,我們觀察
03:42
is in which哪一個 case案件 were people more likely容易
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在哪一種情況下
03:44
to buy購買 a jar of jam果醬.
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人們比較有可能買一罐果醬
03:46
Now we see the opposite對面 effect影響.
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我們發現了相反的結果
03:48
Of the people who stopped停止 when there were 24,
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當人們看到二十四種果醬停下來時
03:50
only three percent百分 of them actually其實 bought a jar of jam果醬.
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只有百分之三的人真的買了一罐果醬
03:53
Of the people who stopped停止 when there were six,
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而在只有六種果醬前停下來的人
03:56
well now we saw that 30 percent百分 of them
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我們發現有百分之三十的人
03:58
actually其實 bought a jar of jam果醬.
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買了果醬
04:00
Now if you do the math數學,
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現在如果你試算看看
04:02
people were at least最小 six times more likely容易 to buy購買 a jar of jam果醬
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人們碰到六種果醬後購買的比率
04:05
if they encountered遇到 six
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遠高於碰到二十四種果醬的比率
04:07
than if they encountered遇到 24.
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至少超過六倍之多
04:09
Now choosing選擇 not to buy購買 a jar of jam果醬
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現在選擇不買果醬
04:11
is probably大概 good for us --
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對我們來說反而是一個好消息
04:13
at least最小 it's good for our waistlines腰圍 --
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-至少對我們的腰圍來說是好的-
04:15
but it turns out that this choice選擇 overload超載 problem問題 affects影響 us
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但這也代表了過多選擇的問題
04:18
even in very consequential後果 decisions決定.
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也影響了我們做許多重要的決定
04:21
We choose選擇 not to choose選擇,
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我們選擇不去做選擇
04:23
even when it goes against反對 our best最好 self-interests自身利益.
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即使這件事與我們的最佳利益相左
04:26
So now for the topic話題 of today今天: financial金融 savings.
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因此,我們要談到今天的另一個主題:省錢。
04:29
Now I'm going to describe描述 to you a study研究 I did
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現在,我要向各位介紹一份
04:33
with Gur古爾 Huberman胡貝爾曼, Emir埃米爾 Kamenica卡梅尼察, Wei Jang
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我和Gur Huberman, Emir Kamenica, Wei Jang共同完成的研究
04:36
where we looked看著 at the retirement退休 savings decisions決定
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這份研究裡,我們觀察了大約一百萬名美國人
04:40
of nearly幾乎 a million百萬 Americans美國人
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如何在
04:43
from about 650 plans計劃
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全美的650種的退休儲蓄計畫中
04:46
all in the U.S.
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做選擇
04:48
And what we looked看著 at
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在這個研究中我們想要了解的是
04:50
was whether是否 the number of fund基金 offerings供品
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人們在退休儲蓄計畫
04:52
available可得到 in a retirement退休 savings plan計劃,
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與401退休福利計畫中
04:54
the 401(k) plan計劃,
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是否因為提供的資金多寡
04:56
does that affect影響 people's人們 likelihood可能性
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而影響人們決定
04:58
to save保存 more for tomorrow明天.
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是否為未來存更多錢
05:00
And what we found發現
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在這個研究中
05:02
was that indeed確實 there was a correlation相關.
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我們發現這兩者確實有關聯性
05:05
So in these plans計劃, we had about 657 plans計劃
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因此在大約657個計畫中
05:08
that ranged不等 from offering people
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包含了提供人們兩種到59種不同選擇
05:10
anywhere隨地 from two to 59 different不同 fund基金 offerings供品.
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的退休計畫裡
05:13
And what we found發現 was that,
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我們發現的是
05:15
the more funds資金 offered提供,
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提供的資金愈多
05:17
indeed確實, there was less participation參與 rate.
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反而愈少人參與
05:20
So if you look at the extremes極端,
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因此當你看到圖片的起端
05:22
those plans計劃 that offered提供 you two funds資金,
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那些只提供兩種資金選擇的計畫
05:24
participation參與 rates利率 were around in the mid-中-70s --
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人們的參與率大約是70%
05:27
still not as high as we want it to be.
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不如我們所期待的高參與率
05:29
In those plans計劃 that offered提供 nearly幾乎 60 funds資金,
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而那些大約有60種不同資金選擇的計畫
05:32
participation參與 rates利率 have now dropped下降
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參與率下降至
05:35
to about the 60th percentile百分.
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大約60%
05:38
Now it turns out
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由此可知
05:40
that even if you do choose選擇 to participate參加
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即使有更多的選項
05:43
when there are more choices選擇 present當下,
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提供你選擇
05:45
even then, it has negative consequences後果.
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得到的反而是負面的結果
05:48
So for those people who did choose選擇 to participate參加,
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因此對那些最後選擇參與的人們來說
05:51
the more choices選擇 available可得到,
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擁有愈多的選擇
05:53
the more likely容易 people were
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反而造成人們避免購買
05:55
to completely全然 avoid避免 stocks個股 or equity公平 funds資金.
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股票或是類似的基金
05:58
The more choices選擇 available可得到,
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愈多的選擇
06:00
the more likely容易 they were
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人們反而更有可能選擇
06:02
to put all their money in pure money market市場 accounts賬戶.
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將錢單純的存在帳戶裡
06:04
Now neither也不 of these extreme極端 decisions決定
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如果為人們未來的經濟情況著想
06:06
are the kinds of decisions決定
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這兩種極端的方式
06:08
that any of us would recommend推薦 for people
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都不會成為
06:10
when you're considering考慮 their future未來 financial金融 well-being福利.
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我們推薦給他人的選擇
06:13
Well, over the past過去 decade,
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然而,在過去的十年裡
06:15
we have observed觀察到的 three main主要 negative consequences後果
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我們觀察到提供人們愈來愈多的選擇
06:18
to offering people more and more choices選擇.
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會產生三種主要的負面結果
(過多的選擇降低了…)
06:21
They're more likely容易 to delay延遲 choosing選擇 --
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他們更容易延遲決定--
(投影片:準時遵守約定)
06:23
procrastinate拖延 even when it goes against反對 their best最好 self-interest自我利益.
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即使耽擱會影響他們的最佳利益
06:26
They're more likely容易 to make worse更差 choices選擇 --
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他們更有可能做錯決定--
(投影片:選擇的品質)
06:28
worse更差 financial金融 choices選擇, medical choices選擇.
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更糟的理財與醫療決定
06:31
They're more likely容易 to choose選擇 things that make them less satisfied滿意,
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他們更有可能選擇讓他們不太滿意的決定
(投影片:滿足感)
06:34
even when they do objectively客觀地 better.
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即使客觀來說他們的選擇沒那麼不好
06:37
The main主要 reason原因 for this
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造成這種情況最主要的原因是
06:39
is because, we might威力 enjoy請享用 gazing凝視 at those giant巨人 walls牆壁
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我們可能享受盯著那些巨大的城牆
06:43
of mayonnaises蛋黃醬, mustards芥末, vinegars, jams果醬,
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像是美乃滋、黃芥茉、醋、果醬等等的東西
06:45
but we can't actually其實 do the math數學 of comparing比較 and contrasting對比
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但是我們不可能真的一一比較
06:48
and actually其實 picking選擇 from that stunning令人驚嘆 display顯示.
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然後從其中挑選出一罐
06:52
So what I want to propose提出 to you today今天
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因此,今天我想推薦
06:54
are four simple簡單 techniques技術 --
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四種簡單的技巧-
06:57
techniques技術 that we have tested測試 in one way or another另一個
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這些技巧都已經過我們一再的測試-
07:00
in different不同 research研究 venues場館 --
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透過不同的研究場域
07:02
that you can easily容易 apply應用
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讓你可以簡單的
07:04
in your businesses企業.
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運用在事業上
07:06
The first: Cut.
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第一:精簡
07:08
You've heard聽說 it said before,
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相信你之前早已聽過
07:10
but it's never been more true真正 than today今天,
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「少即是多」這句話
07:12
that less is more.
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這個說法對現今社會來說再真切合適不過了
07:14
People are always upset煩亂 when I say, "Cut."
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當我說「精簡」時,人們總是感到沮喪
07:17
They're always worried擔心 they're going to lose失去 shelf space空間.
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他們總是擔心會失去陳列的空間
07:19
But in fact事實, what we're seeing眼看 more and more
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然而我們發現事實是
07:22
is that if you are willing願意 to cut,
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如果你願意選擇精簡
07:24
get rid擺脫 of those extraneous外來 redundant options選項,
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捨去那些額外不必要的選項
07:26
well there's an increase增加 in sales銷售,
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你的銷售量就會增加
07:28
there's a lowering降低 of costs成本,
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支出會減少
07:30
there is an improvement起色 of the choosing選擇 experience經驗.
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這裡有一項關於選擇而有所進展的故事
07:34
When Proctor普羅克特 & Gamble
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當寶僑公司(Proctor & Gamble )將26種不同的海倫仙度絲產品
07:36
went from 26 different不同 kinds of Head & Shoulders護肩 to 15,
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精簡至15種時
07:38
they saw an increase增加 in sales銷售 by 10 percent百分.
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他們發現銷售額增加了百分之十
07:41
When the Golden金色 Cat Corporation公司
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當黃金貓公司(Golden Cat)捨棄了
07:43
got rid擺脫 of their 10 worst-selling最糟糕的銷售 cat litter products製品,
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10種銷售量最差的商品
07:45
they saw an increase增加 in profits利潤
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他們的獲利成長了
07:47
by 87 percent百分 --
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百分之八十七
07:49
a function功能 of both increase增加 in sales銷售
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這是一個能夠增加銷售量
07:51
and lowering降低 of costs成本.
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又減少支出的功效
07:53
You know, the average平均 grocery雜貨 store商店 today今天
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你知道現在平均每一間雜貨店
07:55
offers報價 you 45,000 products製品.
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提供四萬五千種商品
07:57
The typical典型 Walmart沃爾瑪(Walmart) today今天 offers報價 you 100,000 products製品.
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沃爾瑪(Walmart) 超市每天提供你十萬種商品
08:00
But the ninth第九 largest最大 retailer零售商,
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然而現今世界上
08:05
the ninth第九 biggest最大 retailer零售商 in the world世界 today今天
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第九大的零售商
08:07
is Aldi阿爾迪,
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阿爾迪超市(Aldi)
08:09
and it offers報價 you only 1,400 products製品 --
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只供應你一千四百種商品
08:12
one kind of canned聽裝 tomato番茄 sauce.
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其中只包含一種蕃茄醬
08:15
Now in the financial金融 savings world世界,
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在現今理財儲蓄的社會中
08:17
I think one of the best最好 examples例子 that has recently最近 come out
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我想最好的例子是
08:20
on how to best最好 manage管理 the choice選擇 offerings供品
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最近由David Laibson 在哈佛大學進行的一項計畫
08:23
has actually其實 been something that David大衛 Laibson賴伯森 was heavily嚴重 involved參與 in designing設計,
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這個計畫是關於
08:26
which哪一個 was the program程序 that they have at Harvard哈佛.
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如何用最好的方式來管理選擇
08:28
Every一切 single Harvard哈佛 employee僱員
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每一位哈佛的教職員
08:30
is now automatically自動 enrolled就讀
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會自動被加入
08:32
in a lifecycle生命週期 fund基金.
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一項人生規畫基金中
08:34
For those people who actually其實 want to choose選擇,
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對於那些真正想要選擇的人
08:36
they're given特定 20 funds資金,
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他們會有二十種不同的基金
08:38
not 300 or more funds資金.
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而非三百種或更多的選擇
08:40
You know, often經常, people say,
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人們總是說
08:42
"I don't know how to cut.
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「我不知道如何精簡,
08:44
They're all important重要 choices選擇."
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每一個都是很好的選擇。」
08:46
And the first thing I do is I ask the employees僱員,
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因此,我對這些教職員詢問的第一個問題是:
08:49
"Tell me how these choices選擇 are different不同 from one another另一個.
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「告訴我這些選擇有什麼不同?
08:51
And if your employees僱員 can't tell them apart距離,
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如果你的教職員都無法分辨了
08:53
neither也不 can your consumers消費者."
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更別說是你的顧客了。」
08:56
Now before we started開始 our session會議 this afternoon下午,
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在我們開始這個活動之前
08:59
I had a chat with Gary加里.
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我和Gary有一段對話
09:01
And Gary加里 said that he would be willing願意
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Gary告訴我他很樂意提供
09:04
to offer提供 people in this audience聽眾
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在場的聽眾
09:06
an all-expenses-paid所有費用由雇主支付 free自由 vacation假期
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一個免費前往世界上
09:09
to the most beautiful美麗 road in the world世界.
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最漂亮的公路旅行的機會
09:13
Here's這裡的 a description描述 of the road.
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這是關於這條路的簡介
09:16
And I'd like you to read it.
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給各位參考
09:18
And now I'll give you a few少數 seconds to read it
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現在我給大家一點時間來閱讀
09:20
and then I want you to clap your hands
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如果你想要得到Gary提供的機會請你拍手
09:22
if you're ready準備 to take Gary加里 up on his offer提供.
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(投影片:這條Stremnaya公路非常的漂亮,有壯麗的群山、懸崖和青草。由於這條公路的極佳景觀,結合了非常狹窄的路和極高的懸崖,因此也有人認為這條公路是世界上最危險的公路。*諷刺的是,公路的危險也成為了自1990年起,旅客最喜歡前往的地點。尤其是愛好山路的騎士將其視為最刺激的下坡道路。
*平均每個月會有兩台腳踏車會從路上摔下來。)
09:24
(Light clapping拍手)
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(稀少的掌聲)
09:26
Okay. Anybody任何人 who's誰是 ready準備 to take him up on his offer提供.
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有人想要得到這個機會嗎?
09:29
Is that all?
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這是全部了嗎?
09:31
All right, let me show顯示 you some more about this.
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好吧!我再讓你多知道一點。
09:34
(Laughter笑聲)
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(笑聲)
09:37
You guys knew知道 there was a trick, didn't you.
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你們都知道事有玄機
09:44
(Honk按喇叭)
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(喇叭聲)
09:46
Now who's誰是 ready準備 to go on this trip.
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現在,有誰想要參加這趟旅行?
09:49
(Applause掌聲)
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(鼓掌)
09:51
(Laughter笑聲)
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(笑聲)
09:53
I think I might威力 have actually其實 heard聽說 more hands.
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我想確實有更多人鼓掌了
09:56
All right.
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其實
09:58
Now in fact事實,
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事實上,
10:00
you had objectively客觀地 more information信息
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客觀來說
10:02
the first time around than the second第二 time around,
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你們在第一回合時較第二回合時有更多的訊息
10:04
but I would venture冒險 to guess猜測
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但是我大膽猜測
10:06
that you felt that it was more real真實 the second第二 time around.
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你們在第二回合時有更真實的感覺
10:10
Because the pictures圖片 made製作 it feel
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因為這些照片讓一切都變得
10:12
more real真實 to you.
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更加真實
10:14
Which哪一個 brings帶來 me to the second第二 technique技術
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因此這讓我有了第二個處理
10:16
for handling處理 the choice選擇 overload超載 problem問題,
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過多選擇問題的技巧
10:18
which哪一個 is concretization具體化.
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那就是「具體化」
10:20
That in order訂購 for people to understand理解
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這會幫助人們理解
10:22
the differences分歧 between之間 the choices選擇,
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每一樣選擇之間的差異處
10:24
they have to be able能夠 to understand理解
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他們必須了解
10:26
the consequences後果 associated相關 with each choice選擇,
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每一個選擇所帶來的結果
10:29
and that the consequences後果 need to be felt
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還有這些結果需要讓人如臨其境
10:32
in a vivid生動 sort分類 of way, in a very concrete具體 way.
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需要非常的具體
10:36
Why do people spend an average平均 of 15 to 30 percent百分 more
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為什麼人們使用金融卡或是信用卡時
10:39
when they use an ATM自動取款機 card or a credit信用 card
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比用現金時
10:41
as opposed反對 to cash現金?
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平均多花費了百分之15到30以上的費用?
10:43
Because it doesn't feel like real真實 money.
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因為那樣讓人們感覺不像在花真的錢
10:45
And it turns out
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結果顯示
10:47
that making製造 it feel more concrete具體
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讓事情更具體
10:49
can actually其實 be a very positive tool工具
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能夠有效地幫助人們
10:51
to use in getting得到 people to save保存 more.
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節省更多
10:53
So a study研究 that I did with Shlomo什洛莫 BenartziBenartzi
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我和Shlomo Benartzi、Alessandro Previter
10:55
and Alessandro亞歷山德羅 PreviteroPrevitero,
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做了一項研究
10:57
we did a study研究 with people at INGING --
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研究的樣本是
11:01
employees僱員 that are all working加工 at INGING --
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ING安泰人壽的員工
11:04
and now these people were all in a session會議
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這些人現在正為了自己的401退休福利計畫
11:06
where they're doing enrollment註冊 for their 401(k) plan計劃.
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來參與會議
11:09
And during that session會議,
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在會議期間
11:11
we kept不停 the session會議 exactly究竟 the way it used to be,
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我們讓這個會議照原有的方式進行
11:13
but we added添加 one little thing.
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其中只有一個小小的不同
11:16
The one little thing we added添加
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這個不同是我們增加了一個問題
11:19
was we asked people
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我們問大家
11:21
to just think about all the positive things that would happen發生 in your life
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試著想想看,在你的人生中
11:24
if you saved保存 more.
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所有可能會發生的好事
11:26
By doing that simple簡單 thing,
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僅就這一件小事
11:29
there was an increase增加 in enrollment註冊 by 20 percent百分
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就提高了百分之二十的參與率
11:32
and there was an increase增加 in the amount of people willing願意 to save保存
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有意願儲蓄的人們也大幅地增加了
11:35
or the amount that they were willing願意 to put down into their savings account帳戶
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大約有百分之四的人們
11:38
by four percent百分.
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也願意存更多錢在戶頭裡了
11:40
The third第三 technique技術: Categorization分類.
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第三個方法是:分類
11:43
We can handle處理 more categories類別
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相較於處理選擇
11:46
than we can handle處理 choices選擇.
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我們更能處理分類
11:48
So for example,
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舉例來說
11:50
here's這裡的 a study研究 we did in a magazine雜誌 aisle走道.
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我們在雜誌走道中做了一個實驗
11:52
It turns out that in Wegmans魏格曼 grocery雜貨 stores商店
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結果顯示
11:54
up and down the northeast東北 corridor走廊,
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在Wegmans 雜貨店東北處的樓梯區
11:56
the magazine雜誌 aisles過道 range範圍 anywhere隨地
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到處都是雜誌
11:58
from 331 different不同 kinds of magazines雜誌
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總計有331到664種
12:00
all the way up to 664.
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不同的雜誌
12:03
But you know what?
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但是你知道嗎?
12:05
If I show顯示 you 600 magazines雜誌
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如果我向你展示六百種雜誌
12:07
and I divide劃分 them up into 10 categories類別,
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然後將他們分為十類
12:10
versus I show顯示 you 400 magazines雜誌
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又或者是
12:12
and divide劃分 them up into 20 categories類別,
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我將四百種不同的雜誌分為二十類
12:15
you believe that I have given特定 you
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相較於我先給你四百本之後
12:17
more choice選擇 and a better choosing選擇 experience經驗
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再給你六百本雜誌
12:19
if I gave you the 400
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你會認為我提供你更多良好的選擇
12:21
than if I gave you the 600.
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以及更好的選擇經驗
12:23
Because the categories類別 tell me how to tell them apart距離.
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因為分類讓我知道如何分辨它們
12:28
Here are two different不同 jewelry首飾 displays顯示器.
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這裡,我們有兩種不同的珠寶展示
12:31
One is called "Jazz爵士樂" and the other one is called "Swing搖擺."
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一種稱為「爵士」,另一種稱為「搖擺」
12:34
If you think the display顯示 on the left is Swing搖擺
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如果你認為左邊的這個是「搖擺」
12:37
and the display顯示 on the right is Jazz爵士樂,
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右邊的這個是「爵士」
12:40
clap your hands.
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請鼓掌
12:42
(Light Clapping拍手)
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(些許掌聲)
12:44
Okay, there's some.
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聽起來有一些掌聲
12:46
If you think the one on the left is Jazz爵士樂 and the one on the right is Swing搖擺,
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如果你認為左邊的這個是「爵士」,右邊的是「搖擺」
12:48
clap your hands.
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請鼓掌
12:50
Okay, a bit more.
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聽起來比較多一點
12:52
Now it turns out you're right.
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結果顯示你答對了
12:54
The one on the left is Jazz爵士樂 and the one on the right is Swing搖擺,
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左邊的這個是「爵士」,右邊的這個是「搖擺」
12:56
but you know what?
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但是你知道嗎?
12:58
This is a highly高度 useless無用 categorization分類 scheme方案.
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這是非常沒有用的分類方式
13:01
(Laughter笑聲)
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(笑聲)
13:03
The categories類別 need to say something
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分類需要告訴
13:06
to the chooser選擇器, not the choice-maker選擇製造商.
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選擇者一些事情,而不是製作選擇的人
13:09
And you often經常 see that problem問題
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而你們通常會在這些基金的冗長名單中
13:11
when it comes down to those long lists名單 of all these funds資金.
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見到這種類型的問題
13:14
Who are they actually其實 supposed應該 to be informing通知?
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這些訊息預設要提供給誰訊息呢?
13:18
My fourth第四 technique技術: Condition條件 for complexity複雜.
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我的第四個技巧是:由簡入繁
13:21
It turns out we can actually其實
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結果是
13:23
handle處理 a lot more information信息 than we think we can,
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我們可以確實的掌握比我們想像中更多的訊息
13:25
we've我們已經 just got to take it a little easier更輕鬆.
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我們需要讓事情變得更簡單
13:27
We have to gradually逐漸 increase增加 the complexity複雜.
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我們必須逐步地增加複雜性
13:30
I'm going to show顯示 you one example of what I'm talking about.
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接下來你們可以看到一些相關的例子
13:33
Let's take a very, very complicated複雜 decision決定:
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讓我們來做一個非常非常複雜的決定:
13:35
buying購買 a car汽車.
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買車
13:37
Here's這裡的 a German德語 car汽車 manufacturer生產廠家
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這裡有一間德國汽車製造廠
13:39
that gives you the opportunity機會 to completely全然 custom習慣 make your car汽車.
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他們可以為你客製化一部屬於你獨有的汽車
13:42
You've got to make 60 different不同 decisions決定,
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你需要做六十種不同的決定
13:44
completely全然 make up your car汽車.
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來製造你的汽車
13:46
Now these decisions決定 vary變化
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每一個決定將會各自提供你
13:48
in the number of choices選擇 that they offer提供 per decision決定.
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不同的選項
13:51
Car汽車 colors顏色, exterior外觀 car汽車 colors顏色 --
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車子的顏色、車子外部的顏色--
13:53
I've got 56 choices選擇.
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有五十六個選擇
13:55
Engines引擎, gearshift換檔 -- four choices選擇.
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引擎、變速排檔:有四個選擇
13:58
So now what I'm going to do
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接下來我要做的是
14:00
is I'm going to vary變化 the order訂購 in which哪一個 these decisions決定 appear出現.
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改變這些決定出現的順序
14:03
So half of the customers顧客
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有半數的顧客要從選擇多的決定開始
14:05
are going to go from high choice選擇, 56 car汽車 colors顏色,
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五十六種車子的顏色
14:07
to low choice選擇, four gearshifts換檔.
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到較少選擇的決定:四種變速排檔
14:10
The other half of the customers顧客
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另外一半的顧客
14:12
are going to go from low choice選擇, four gearshifts換檔,
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要從較少的選擇開始決定-四種變速排檔
14:14
to 56 car汽車 colors顏色, high choice選擇.
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一直到五十六種車子的顏色
14:17
What am I going to look at?
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我要看的是什麼呢?
14:19
How engaged訂婚 you are.
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你們投入的程度
14:21
If you keep hitting the default默認 button按鍵 per decision決定,
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如果你持續在每一個決定中按下略過的按鈕
14:24
that means手段 you're getting得到 overwhelmed不堪重負,
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這將表示你將會逐步被打敗
14:26
that means手段 I'm losing失去 you.
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你將退出這個活動
14:28
What you find
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你將會發現
14:30
is the people who go from high choice選擇 to low choice選擇,
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那些從較多選擇到較少選擇的人
14:32
they're hitting that default默認 button按鍵 over and over and over again.
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會持續按下略過的按鈕
14:35
We're losing失去 them.
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然後他們就會退出了
14:37
They go from low choice選擇 to high choice選擇,
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那些從較少選擇到較多選擇的人
14:39
they're hanging in there.
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會持續參與
14:41
It's the same相同 information信息. It's the same相同 number of choices選擇.
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兩者提供了一樣的訊息,同樣數量的選擇
14:44
The only thing that I have doneDONE
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唯一不同的是
14:46
is I have varied多變 the order訂購
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我們改變了
14:48
in which哪一個 that information信息 is presented呈現.
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訊息出現的順序
14:50
If I start開始 you off easy簡單,
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如果讓你從簡單的開始
14:52
I learn學習 how to choose選擇.
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學著如何去選擇
14:54
Even though雖然 choosing選擇 gearshift換檔
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即使變速排檔的選擇
14:57
doesn't tell me anything about my preferences優先 for interior室內 decor裝飾,
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對於我選擇車身顏色沒有任何影響
15:00
it still prepares準備 me for how to choose選擇.
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但它仍舊讓我學著如何去選擇
15:03
It also gets得到 me excited興奮 about this big product產品 that I'm putting together一起,
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要把這個龐大的商品組合起來也讓我感到興奮
15:06
so I'm more willing願意 to be motivated動機
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也因此我更有動力
15:08
to be engaged訂婚.
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參與其中
15:10
So let me recap概括.
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簡而言之
15:12
I have talked about four techniques技術
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我提到了四個技巧
15:15
for mitigating緩解 the problem問題 of choice選擇 overload超載 --
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來減輕過多選擇帶來的問題
15:18
cut -- get rid擺脫 of the extraneous外來 alternatives備擇方案;
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精簡-捨去不必要的選擇
15:21
concretize具體化 -- make it real真實;
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具體化-讓事情更真實
15:24
categorize分類 -- we can handle處理 more categories類別, less choices選擇;
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分類-我們可以處理較多的分類
15:28
condition條件 for complexity複雜.
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較少複雜的選擇情況
15:31
All of these techniques技術 that I'm describing說明 to you today今天
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今天我告訴你們的這些方法
15:34
are designed設計 to help you manage管理 your choices選擇 --
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都是設計來幫助你管理你的選擇
15:37
better for you, you can use them on yourself你自己,
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更適合你,你可以用在自己身上
15:40
better for the people that you are serving服務.
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更適合你所服務的人們
15:42
Because I believe that the key
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因為我相信
15:44
to getting得到 the most from choice選擇
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要從眾多選擇中挑選出最好的方法是
15:46
is to be choosy挑三揀四 about choosing選擇.
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對選擇挑剔
15:49
And the more we're able能夠 to be choosy挑三揀四 about choosing選擇
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當我們對選擇更加挑剔
15:51
the better we will be able能夠
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我們愈能夠
15:53
to practice實踐 the art藝術 of choosing選擇.
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學習選擇的藝術
15:55
Thank you very much.
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謝謝
15:57
(Applause掌聲)
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(掌聲)
Translated by Marssi Draw
Reviewed by Karen SONG

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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