The Way We Work
Wendy De La Rosa: 3 psychological tricks to help you save money
溫蒂德拉羅沙: 協助你存錢的三項心理訣竅
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我們都想要存更多錢——但，總的來說，現在的人存錢存得越來越少了。行為科學家溫蒂德拉羅沙研究人類在日常生活當中如何決策，來改善他們的財務幸福。她的發現能夠協助你以無痛的方式做出承諾，存更多的錢，花更少的錢。
Wendy De La Rosa - Behavioral scientist
Wendy De La Rosa is a co-founder of Common Cents Lab, where she focuses on using behavioral science to help people make better financial decisions. Full bio
Wendy De La Rosa is a co-founder of Common Cents Lab, where she focuses on using behavioral science to help people make better financial decisions. Full bio
Double-click the English transcript below to play the video.
00:00
We all know that saving is important
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我們都知道存錢是很重要的，
00:02
and is something that we should be doing.
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也是我們我們該做的。
但，整體來說，
我們做得越來越少。
我們做得越來越少。
00:04
And yet, overall, we're doing
less and less of it.
less and less of it.
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00:06
[The Way We Work]
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〔我們做事的方式〕
00:10
We know what we need to do.
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我們知道我們得做什麼。
00:12
The question is: How do we do it?
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問題是：我們要怎麼做？
00:14
And that's what I'm here to teach you.
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那就是我要來教導各位的。
你的存錢行為和你有多聰明、
有多少意志力都無關。
有多少意志力都無關。
00:16
Your savings behavior
isn't a question of how smart you are
isn't a question of how smart you are
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00:19
or how much willpower you have.
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00:20
The amount we save depends
on the environmental cues around us.
on the environmental cues around us.
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我們存的金額會因
我們周圍的環境暗示而異。
我們周圍的環境暗示而異。
00:24
Let me give you an example.
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讓我舉例說明。
00:25
We ran a study in which, in one group,
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我們做了一項研究，針對一組人，
00:28
we showed people
their income on a monthly basis.
their income on a monthly basis.
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讓他們看他們的月收入資料。
00:31
In another group, we showed people
their income on a weekly basis.
their income on a weekly basis.
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針對另一組人，讓他們
看他們的週收入資料。
看他們的週收入資料。
00:34
And what we found was that people
who saw their income on a weekly basis
who saw their income on a weekly basis
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我們發現，看到週收入的人
00:39
were able to budget better
throughout the month.
throughout the month.
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一整個月的預算安排會比較理想。
00:41
Now, it's important to know
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請注意，我們並沒有
改變大家得到的金額，
改變大家得到的金額，
00:42
that we didn't change
how much money people were receiving,
how much money people were receiving,
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我們只是改變了環境，
也就是他們了解收入的方式。
也就是他們了解收入的方式。
00:45
we just changed the environment
in which they understood their income.
in which they understood their income.
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像這樣的環境暗示是有影響的。
00:48
And environmental cues
like this have an impact.
like this have an impact.
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00:51
So I'm not going to share tricks with you
that you already know.
that you already know.
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我不打算分享各位已經知道的訣竅。
我不打算告訴各位如何開存款帳戶，
00:54
I'm not going to tell you
how to open up a savings account
how to open up a savings account
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或如何為退休開始存錢。
00:57
or how to start saving
for your retirement.
for your retirement.
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我要跟各位分享的是如何拉近
00:59
What I am going to share with you
is how to bridge this gap
is how to bridge this gap
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你的存錢意圖
和你的行動之間的距離。
和你的行動之間的距離。
01:02
from your intentions to save
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01:03
and your actions.
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準備好了嗎？
01:05
Are you ready?
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第一點：
01:06
Here's number one:
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利用預先承諾的力量。
01:07
harness the power of pre-commitment.
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01:09
Fundamentally, we think about ourselves
in two different ways:
in two different ways:
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基本上，我們會用
兩種方式來看自己：
兩種方式來看自己：
01:12
our present self and our future self.
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現在的自己和未來的自己。
01:14
In the future, we're perfect.
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在未來，我們很完美。
01:16
In the future, we're going to
save for retirement,
save for retirement,
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在未來，我們會為了退休而存錢，
01:19
we're going to lose weight,
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我們會減重，我們會
更常打電話給父母。
更常打電話給父母。
01:20
we're going to call our parents more.
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但我們通常會忘記，未來的我們
01:22
But we oftentimes forget
that our future self
that our future self
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01:24
is exactly the same person
as our present self.
as our present self.
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和現在的我們其實是同一個人。
01:27
We know that one of the best times to save
is when you get your tax return.
is when you get your tax return.
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我們知道，存錢最好的時機之一
就是在拿到納稅申報單時。
就是在拿到納稅申報單時。
01:30
So we tried an A/B test.
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所以我們做了一項 A／B 測試。
01:32
In the first group, we texted people
in early February,
in early February,
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針對第一組，我們在二月初
就傳文字訊息給大家，
就傳文字訊息給大家，
01:36
hopefully before
they even filed for their taxes.
they even filed for their taxes.
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希望是在他們報稅之前就傳。
01:38
And we asked them,
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我們問他們：
01:39
"If you get a tax refund,
what percentage would you like to save?"
what percentage would you like to save?"
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「如果你得到退稅，
會把多少百分比存起來？」
會把多少百分比存起來？」
01:43
Now this is a really hard question.
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這個問題很難回答。
01:44
They didn't know if they would
receive a tax refund or how much.
receive a tax refund or how much.
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他們不知道是否會得到退稅，
也不知道會退多少錢。
也不知道會退多少錢。
01:48
But we asked the question anyway.
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但我們還是問了這個問題。
01:50
In the second group, we asked people
right after they received their refund,
right after they received their refund,
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針對第二組，我們是在大家
拿到退稅之後立刻問：
拿到退稅之後立刻問：
01:54
"What percentage would you like to save?"
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「你會把多少百分比存起來？」
01:56
Now, here's what happened.
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結果如下。
01:57
In that second condition, when people
just received their tax refund,
just received their tax refund,
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在第二種條件下，
在大家剛拿到退稅時，
在大家剛拿到退稅時，
02:01
they wanted to save about 17 percent
of their tax refund.
of their tax refund.
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他們會想要存的錢是
大約 17% 的退稅。
大約 17% 的退稅。
02:04
But in the condition when we asked people
before they even filed their taxes,
before they even filed their taxes,
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但若我們在大家報稅之前
就先詢問的話，
就先詢問的話，
02:09
savings rates increased
from 17 percent to 27 percent
from 17 percent to 27 percent
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在二月時問，想存起來的比率
從 17% 增加到 27%。
02:13
when we asked in February.
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02:15
Why?
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為什麼？因為你在
替你未來的自己作承諾，
替你未來的自己作承諾，
02:16
Because you're committing
for your future self,
for your future self,
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當然，未來的你可以存 27% 起來。
02:18
and of course your future self
can save 27 percent.
can save 27 percent.
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02:21
These large changes in savings behavior
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存錢行為之所以
會有這麼大的改變，
會有這麼大的改變，
02:23
came from the fact that we changed
the decision-making environment.
the decision-making environment.
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是因為我們改變了決策的環境。
02:27
We want you to be able
to harness that same power.
to harness that same power.
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我們希望各位能用同樣的力量。
02:29
So take a moment
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所以，花點時間，
02:30
and think about the ways in which
you can sign up your future self
you can sign up your future self
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想想看你有什麼方式
可以讓未來的你承諾
可以讓未來的你承諾
02:34
for something that you know today
will be a little bit hard.
will be a little bit hard.
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去做現在的你覺得有點難做到的事。
02:37
Sign up for an app that lets you
make savings decisions in advance.
make savings decisions in advance.
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註冊一個應用程式，
讓你能事先做存錢的決定。
讓你能事先做存錢的決定。
02:40
The trick is, you have to have
that binding contract.
that binding contract.
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訣竅是，你得要
有一份有約束力的合約。
有一份有約束力的合約。
02:44
Number two: use transition moments
to your advantage.
to your advantage.
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第二點：善用轉換時刻來幫助你。
02:47
We did an experiment with a website
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我們針對一個網站做了實驗，
02:49
that helps older adults
share their housing.
share their housing.
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該網站是在幫年長成人
共享他們的住房。
共享他們的住房。
02:52
We ran two ads on social media,
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我們在社交媒體上登兩種廣告，
02:54
targeted to the same
population of 64-year-olds.
population of 64-year-olds.
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目標族群都是六十四歲的人。
02:57
In one group, we said,
"Hey, you're getting older.
"Hey, you're getting older.
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在第一組中，我們說：
「嘿，你越來越老了，
「嘿，你越來越老了，
你準備好退休了嗎？
住房分享能幫上忙。」
住房分享能幫上忙。」
03:00
Are you ready for retirement?
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03:01
House sharing can help."
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03:02
In the second group,
we got a little bit more specific
we got a little bit more specific
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在第二組中，我們做得比較明確，
03:05
and said, "You're 64 turning 65.
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說：「你即將從六十四歲
邁入六十五歲。
邁入六十五歲。
03:08
Are you ready for retirement?
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你準備好退休了嗎？
住房分享能幫上忙。」
住房分享能幫上忙。」
03:09
House sharing can help."
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03:10
What we're doing in that second group
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我們對第二組所做的事，
03:12
is highlighting that
a transition is happening.
a transition is happening.
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是在強調轉變正在發生。
03:15
All of a sudden,
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突然間，
03:16
we saw click-through rates,
and ultimately sign-up rates, increase
and ultimately sign-up rates, increase
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在強調這點之後，我們發現點擊率
及最後的註冊率都增加了。
03:19
when we highlight that.
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03:20
In psychology, we call this
the "fresh start effect."
the "fresh start effect."
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在心理學中，我們稱之為
「全新開始效應」。
「全新開始效應」。
03:23
Whether it's the start of a new year
or even a new season,
or even a new season,
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不論是新的一年開始
或甚至新的一季開始，
或甚至新的一季開始，
03:26
your motivation to act increases.
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你採取行動的動機會增加。
03:29
So right now, put a meeting
request on your calendar
request on your calendar
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所以，現在在你的日曆上，
你生日的前一天，
你生日的前一天，
03:31
for the day before your next birthday.
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安排一個會議。
03:33
Identify the one financial thing
you most want to do.
you most want to do.
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就財務方面，找出
你最想要做的一件事。
你最想要做的一件事。
03:37
And commit yourself to it.
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讓你自己承諾去做。
03:38
The third and final trick:
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第三項，也是最後一項訣竅：
03:40
get a handle on small, frequent purchases.
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掌握小型且頻繁的購買。
03:43
We've run a few different studies
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我們做了幾項不同的研究，
03:45
and found that the number one purchase
people say they regret, after bank fees,
people say they regret, after bank fees,
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發現大家在看到銀行帳單後
最後悔的購買行為，
最後悔的購買行為，
03:50
is eating out.
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是外食。
03:51
It's a frequent purchase
we make almost every day,
we make almost every day,
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這是我們幾乎天天
會做的購買行為，
會做的購買行為，
03:54
and it's death by a thousand cuts.
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這是凌遲到死。
03:56
A coffee here, a burrito there ...
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這裡買杯咖啡，那裡買個捲餅……
03:59
It adds up and decreases
our ability to save.
our ability to save.
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全部加起來，就減損了
我們存錢的能力。
我們存錢的能力。
04:02
Back when I lived in New York City,
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我之前住在紐約市時，
04:04
I looked at my expenses
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我看著我的支出費用，
04:05
and saw that I spent over 2,000 dollars
on ride-sharing apps.
on ride-sharing apps.
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發現我花了超過兩千美元
在汽車共乘應用程式上。
在汽車共乘應用程式上。
04:10
It was more than my New York City rent.
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那比我在紐約市的房租還貴。
04:12
I vowed to make a change.
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我發誓要改變。
04:13
And the next month,
I spent 2,000 dollars again --
I spent 2,000 dollars again --
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下個月，我又花了兩千美元——
04:16
no change, because the information
alone didn't change my behavior.
alone didn't change my behavior.
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沒有改變，因為我的行為不會
只因為得到花費資訊就改變。
只因為得到花費資訊就改變。
04:20
I didn't change my environment.
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我沒有改變我的環境。
04:22
So now that I was 4,000 dollars
in the hole, I did two things.
in the hole, I did two things.
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所以，既然已經花掉了
四千美元，我做了兩件事。
四千美元，我做了兩件事。
04:26
The first is that I unlinked
my credit card
my credit card
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第一，我從汽車共乘應用程式上
解除了綁定的信用卡。
04:28
from my car-sharing apps.
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04:30
Instead, I linked a debit card
that only had 300 dollars a month.
that only had 300 dollars a month.
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取而代之，我綁定了簽帳金融卡，
一個月只有三百美元額度。
一個月只有三百美元額度。
04:34
If I needed more,
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如果需要更多錢，
04:35
I had to go through the whole process
of adding a new card,
of adding a new card,
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我就得要進行很煩雜的過程
去新增一張卡片，
去新增一張卡片，
04:38
and we know that every click,
every barrier, changes our behavior.
every barrier, changes our behavior.
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我們知道，每一次點擊、
每一個障礙，
每一個障礙，
都會改變我們的行為。
04:42
We aren't machines.
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我們不是機器。
04:44
We don't carry around an abacus every day,
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我們不會每天把算盤帶在身邊，
04:46
adding up what we're spending,
in comparison to what we wanted.
in comparison to what we wanted.
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把我們的花費加起來，
跟我們希望的金額做比較。
跟我們希望的金額做比較。
04:50
But what our brains are very good at
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但我們的大腦非常擅長一件事，
04:52
is counting up the number of times
we've done something.
we've done something.
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那就是計算我們某件事做了幾次。
04:55
So I gave myself a limit.
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所以我給我自己一個限額。
04:57
I can only use ride-sharing apps
three times a week.
three times a week.
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我一週只能用汽車
共享應用程式三次。
共享應用程式三次。
05:01
It forced me to ration my travels.
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這個限制強迫我
把我的旅程合理化。
把我的旅程合理化。
05:03
I got a handle on my car-sharing expenses
to the benefit of my husband,
to the benefit of my husband,
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因為我所做的環境改變，
讓我能掌握我的汽車共乘花費，
我老公也因此受惠。
我老公也因此受惠。
05:07
because of the environmental
changes that I did.
changes that I did.
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05:09
So get a handle on whatever
that purchase is for you,
that purchase is for you,
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所以，不論你購買的
是什麼，掌控好它，
是什麼，掌控好它，
05:12
and change your environment
to make it harder to do so.
to make it harder to do so.
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並改變你的環境，讓你
更難去做這項購買行為。
更難去做這項購買行為。
05:16
Those are my tips for you.
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那些是我提供各位的密技。
05:17
But I want you to remember one thing.
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但，我希望大家記住一件事。
05:20
As human beings, we can be irrational
when it comes to saving
when it comes to saving
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身為人，我們可能
無法很理性地去存錢、
無法很理性地去存錢、
05:24
and spending and budgeting.
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花錢，及編預算，
05:25
But luckily, we know this about ourselves,
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但幸運的是，我們自己知道這狀況，
05:28
and we can predict how we'll act
under certain environments.
under certain environments.
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我們能夠預測我們之後
在某種環境中的行為。
在某種環境中的行為。
05:31
Let's do that with saving.
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咱們把它用在存錢上。
05:33
Let's change our environment
to help our future selves.
to help our future selves.
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咱們來改變我們的環境，
來協助未來的自己。
來協助未來的自己。
ABOUT THE SPEAKER
Wendy De La Rosa - Behavioral scientistWendy De La Rosa is a co-founder of Common Cents Lab, where she focuses on using behavioral science to help people make better financial decisions.
Why you should listen
Wendy De La Rosa's work has been published in Scientific American, PBS Newshour, Forbes and Tech Crunch. In addition, she was recently named a Forbes "30 Under 30" honoree and a Daisy and Paul Soros scholar. De La Rosa is also a PhD at Stanford's Graduate School of Business focusing on consumer behavior.
Prior to starting Common Cents Lab, De La Rosa helped start Google's first behavioral economics unit, optimizing product strategy and design, customer retention and engagement, and revenue across 30+ teams. She was also a researcher at The Wharton School at the University of Pennsylvania, where she collaborated with Dr. Adam Grant on research and application projects related to organizational behavior, employee motivation and burn-out. She was also a private equity investor at Goldman Sachs.
De La Rosa holds a bachelor's in economics with a concentration in management and finance from Wharton. She graduated summa cum laude and Phi Beta Kappa. In her spare time, De La Rosa leads a monthly behavioral economic reading and discussion series.
Wendy De La Rosa | Speaker | TED.com