TED英語演講稿：如何讓選擇更容易

1、TED英語演講稿：如何讓選擇更容易簡介：面對商場里五花八門的商品，你的選擇恐懼癥又犯了嗎? 美國哥倫比亞大學(xué)商學(xué)教授Sheena Iyengar研究如何讓你在做選擇時更容易。為了讓你的選擇省時省力，商家又會有哪些訣竅呢?D yu knw hw many chices yu make in a typical day? D yu knw hw many chices yu make in typical week? I recently did a survey with ver 2,000 Americans, and the average number f chices that the

2、typical American reprts making is abut 70 in a typical day. There was als recently a study dne with CEs in which they fllwed CEs arund fr a whle week. And these scientists simply dcumented all the varius tasks that these CEs engaged in and hw much time they spent engaging in making decisins related

3、t these tasks. And they fund that the average CE engaged in abut 139 tasks in a week. Each task was made up f many, many, many sub-chices f curse. 50 percent f their decisins were made in nine minutes r less. nly abut 12 percent f the decisins did they make an hur r mre f their time. Think abut yur

4、wn chices. D yu knw hw many chices make it int yur nine minute categry versus yur ne hur categry? Hw well d yu think yure ding at managing thse chices?Tday I want t talk abut ne f the biggest mdern day chsing prblems that we have, which is the chice verlad prblem. I want t talk abut the prblem and s

5、me ptential slutins. Nw as I talk abut this prblem, Im ging t have sme questins fr yu and Im ging t want t knw yur answers. S when I ask yu a questin, since Im blind, nly raise yur hand if yu want t burn ff sme calries. (Laughter) therwise, when I ask yu a questin, and if yur answer is yes, Id like

6、yu t clap yur hands. S fr my first questin fr yu tday: Are yu guys ready t hear abut the chice verlad prblem? (Applause) Thank yu.S when I was a graduate student at Stanfrd University, I used t g t this very, very upscale grcery stre; at least at that time it was truly upscale. It was a stre called

7、Draegers. Nw this stre, it was almst like ging t an amusement park. They had 250 different kinds f mustards and vinegars and ver 500 different kinds f fruits and vegetables and mre than tw dzen different kinds f bttled water - and this was during a time when we actually used t drink tap water. I use

8、d t lve ging t this stre, but n ne ccasin I asked myself, well hw cme yu never buy anything? Heres their live il aisle. They had ver 75 different kinds f live il, including thse that were in a lcked case that came frm thusand-year-ld live trees.S I ne day decided t pay a visit t the manager, and I a

9、sked the manager, Is this mdel f ffering peple all this chice really wrking? And he pinted t the buslads f turists that wuld shw up everyday, with cameras ready usually. We decided t d a little eperiment, and we picked jam fr ur eperiment. Heres their jam aisle. They had 348 different kinds f jam. W

10、e set up a little tasting bth right near the entrance f the stre. We there put ut si different flavrs f jam r 24 different flavrs f jam, and we lked at tw things: First, in which casre likely t stp, sample sme jam? Mre peple stpped when there were 24, abut 60 percent, than when there were si, abut 4

11、0 percent. The net thing we lked at is in which casre likely t buy a jar f jam. Nw we see the ppsite effect. f the peple wh stpped when there were 24, nly three percent f them actually bught a jar f jam. f the peple wh stpped when there were si, well nw we saw that 30 percent f them actually bught a

12、 jar f jam. Nw if yu d the math, peple were at least si times mre likely t buy a jar f jam if they encuntered si than if they encuntered 24.Nw chsing nt t buy a jar f jam is prbably gd fr us - at least its gd fr ur waistlines - but it turns ut that this chice verlad prblem affects us even in very cn

13、sequential decisins. We chse nt t chse, even when it ges against ur best self-interests. S nw fr the tpic f tday: financial savings. Nw Im ging t describe t yu a study I did with Gur Huberman, Emir Kamenica, Wei Jang where we lked at the retirement savings decisins f nearly a millin Americans frm ab

14、ut 650 plans all in the U.S. And what we lked at was whether the number f fund fferings available in a retirement savings plan, the 401(k) plan, des that affect peples likelihd t save mre fr tmrrw. And what we fund was that indeed there was a crrelatin. S in these plans, we had abut 657 plans that r

15、anged frm ffering peple anywhere frm tw t 59 different fund fferings. And what we fund was that, the mre funds ffered, indeed, there was less participatin rate.S if yu lk at the etremes, thse plans that ffered yu tw funds, participatin rates were arund in the mid-70s - still nt as high as we want it

16、 t be. In thse plans that ffered nearly 60 funds, participatin rates have nw drpped t abut the 60th percentile. Nw it turns ut that even if yu d chse t participate when there are mre chices present, even then, it has negative cnsequences. S fr thse peple wh did chse t participate, the mre chices ava

17、ilable, the mre likely peple were t cmpletely avid stcks r equity funds. The mre chices available, the mre likely they were t put all their mney in pure mney market accunts. Nw neither f these etreme decisins are the kinds f decisins that any f us wuld recmmend fr peple when yure cnsidering their fu

18、ture financial well-being.Well, ver the past decade, we have bserved three main negative cnsequences t fre and mre chices. Theyre mre likely t delay chsing - prcrastinate even when it ges against their best self-interest. Theyre mre likely t make wrse chices - wrse financial chices, medical chices.

19、Theyre mre likely t chse things that make them less satisfied, even when they d bjectively better. The main reasn fr this is because, we might enjy gazing at thse giant walls f maynnaises, mustards, vinegars, jams, but we cant actually d the math f cmparing and cntrasting and actually picking frm th

20、at stunning display. S what I want t prpse t yu tday are fur simple techniques - techniques that we have tested in ne way r anther in different research venues - that yu can easily apply in yur businesses.The first: Cut. Yuve heard it said befre, but its never been mre true than tday, that less is m

21、re. Peple are always upset when I say, Cut. Theyre always wrried theyre ging t lse shelf space. But in fact, what were seeing mre and mre is that if yu are willing t cut, get rid f thse etraneus redundant ptins, well theres an increase in sales, theres a lwering f csts, there is an imprvement f the

22、chsing eperience. When PrctrGamble went frm 26 different kinds f HeadShulders t 15, they saw an increase in sales by 10 percent. When the Glden Cat Crpratin gt rid f their 10 wrst-selling cat litter prducts, they saw an increase in prfits by 87 percent - a functin f bth increase in sales and lwering

23、 f csts. Yu knw, the average grcery stre tday ffers yu 45,000 prducts. The typical Walmart tday ffers yu 100,000 prducts. But the ninth largest retailer, the ninth biggest retailer in the wrld tday is Aldi, and it ffers yu nly 1,400 prducts - ne kind f canned tmat sauce.Nw in the financial savings w

24、rld, I think ne f the best eamples thate ut n hw t best manage the chice fferings has actually been smething that David Laibsn was heavily invlved in designing, which was the prgram that they have at Harvard. Every single Harvard emplyee is nw autmatically enrlled in a lifecycle fund. Fr thse peple

25、wh actually want t chse, theyre given 20 funds, nt 300 r mre funds. Yu knw, ften, peple say, I dnt knw hw t cut. Theyre all imprtant chices. And the first thing I d is I ask the emplyees, Tell me hw these chices are different frm ne anther. And if yur emplyees cant tell them apart, neither can yur c

26、nsumers.Nw befre we started ur sessin this afternn, I had a chat with Gary. And Gary said that he wuld be willing t ffer peple in this audience an all-epenses-paid free vacatin t the mst beautiful rad in the wrld. Heres a descriptin f the rad. And Id like yu t read it. And nw Ill give yu a few secnd

27、s t read it and then I want yu t clap yur hands if yure ready t take Gary up n his ffer. (Light clapping) kay. Anybdy whs ready t take him up n his ffer. Is that all? All right, let me shw yu sme mre abut this. (Laughter) Yu guys knew there was a trick, didnt yu. (Hnk) Nw whs ready t g n this trip.

28、(Applause) (Laughter) I think I might have actually heard mre hands.All right. Nw in fact, yu had bjectively mre infrmatin the first time arund than the secnd time arund, but I wuld venture t guess that yu felt that it was mre real the secnd time arund. Because the pictures made it feel mre real t y

29、u. Which brings me t the secnd technique fr handling the chice verlad prblem, which is cncretizatin. That in rder fr peple t understand the differences between the chices, they have t be able t understand the cnsequences assciated with each chice, and that the cnsequences need t be felt in a vivid s

30、rt f way, in a very cncrete way. Why d peple spend an average f 15 t 30 percent mre when they use an ATM card r a credit card as ppsed t cash? Because it desnt feel like real mney. And it turns ut that making it feel mre cncrete can actually be a very psitive tl t use in getting peple t save mre.S a

31、 study that I did with Shlm Benartzi and Alessandr Previter, we did a study with peple at ING - emplyees that are all wrking at ING - and nw these peple were all in a sessin where theyre ding enrllment fr their 401(k) plan. And during that sessin, we kept the sessin eactly the way it used t be, but

32、we added ne little thing. The ne little thing we added was we asked peple t just think abut all the psitive things that wuld happen in yur life if yu saved mre. By ding that simple thing, there was an increase in enrllment by 20 percent and there was an increase in the amunt f peple willing t save r

33、 the amunt that they were willing t put dwn int their savings accunt by fur percent.The third technique: Categrizatin. re categries than we can handle chices. S fr eample, heres a study we did in a magazine aisle. It turns ut that in Wegmans grcery stres up and dwn the nrtheast crridr, the magazine

34、aisles range anywhere frm 331 different kinds f magazines all the way up t 664. But yu knw what? If I shw yu 600 magazines and I divide them up int 10 categries, versus I shw yu 400 magazines and divide them up int 20 categries, yu believe that I have given yu mre chice and a better chsing eperience

35、 if I gave yu the 400 than if I gave yu the 600. Because the categries tell me hw t tell them apart.Here are tw different jewelry displays. ne is called Jazz and the ther ne is called Swing. If yu think the display n the left is Swing and the display n the right is Jazz, clap yur hands. (Light Clapp

36、ing) kay, theres sme. If yu think the ne n the left is Jazz and the ne n the right is Swing, clap yur hands. kay, a bit mre. Nw it turns ut yure right. The ne n the left is Jazz and the ne n the right is Swing, but yu knw what? This is a highly useless categrizatin scheme. (Laughter) The categries n

37、eed t say smething t the chser, nt the chice-maker. And yu ften see that prblem when it cmes dwn t thse lng lists f all these funds. Wh are they actually suppsed t be infrming?My furth technique: Cnditin fr cmpleity. It turns ut we can actually handle a lt mre infrmatin than we think we can, weve ju

38、st gt t take it a little easier. We have t gradually increase the cmpleity. Im ging t shw yu ne eample f what Im talking abut. Lets take a very, very cmplicated decisin: buying a car. Heres a German car manufacturer that gives yu the pprtunity t cmpletely custm make yur car. Yuve gt t make 60 differ

39、ent decisins, cmpletely make up yur car. Nw these decisins vary in the number f chices that they ffer per decisin. Car clrs, eterir car clrs - Ive gt 56 chices. Engines, gearshift - fur chices. S nw what Im ging t d is Im ging t vary the rder in which these decisins appear. S half f the custmers are ging t g frm high chice, 56 car clrs, t lw chice, fur gearshifts. The ther half f the custmers are ging t g frm lw chice, fur gearshifts, t 56 car clrs, high chice.What am I ging t lk at? Hw engaged yu are. If yu keep hittin