meant(完整版)TED英语演讲稿：如何让选择更容易

TED

英语演讲稿：如何让选择更容易

简介：面对商场里五花八门的商品 ，你的选择恐惧症又

犯了吗

?

美国哥伦比亚大学商学教授

sheena iyengar

研究

如何让你在做选择时更容易。为了让你的选择省时省力，商

家又会有哪些诀窍呢

?

do you know how many choices you make in a typical

day? do you know how many choices you make in typical

week?

i

recently

did

a

survey

with

over

2,000

americans,

and the

average

number

of

choices

that

the

typical

american reports making is about 70 in a typical day.

there

was

also

recently

a

study

done

with

ceos

in

which

they followed ceos around for a whole week. and these

scientists

simply

documented

all

the

various

tasks

that

these ceos engaged in and how much time they spent

engaging in making decisions related to these tasks.

and they found that the average ceo engaged in about

139

tasks

in

a

week.

each

task

was

made

up

of

many,

many,

many

sub-choices

of

course.

50

percent

of

their

decisions

were

made

in

nine

minutes

or

less.

only

about

12 percent of the decisions did they make an hour or

more of their time. think about your own choices. do

you

know

how

many

choices

make

it

into

your

nine

minute

category

versus

your

one

hour

category?

how

well

do

you

think you're doing at managing those choices?

today

i

want

to

talk

about

one

of

the

biggest

modern

day

choosing

problems

that

we

have,

which

is

the

choice

overload problem. i want to talk about the problem and

some

potential

solutions.

now

as

i talk about this

problem, i'm going to have some questions for you and

i'm going to want to know your answers. so when i ask

you a question, since i'm blind, only raise your hand

if

you

want

to

burn

off

some

calories.

(laughter)

otherwise,

when

i

ask

you

a

question,

and

if

your

answer

is

yes,

i'd

like

you

to

clap

your

hands.

so

for

my

first

question

for

you

today:

are

you

guys

ready

to

hear

about

the choice overload problem? (applause) thank you.

so

when

i

was

a

graduate

student

at

stanford

university, i used to go to this very, very upscale

grocery

store;

at

least

at

that

time

it

was

truly

upscale.

it

was

a

store

called

draeger's.

now

this

store,

it

was

almost

like

going

to

an

amusement

park.

they

had

250 different kinds of mustards and vinegars and over

500 different kinds of fruits and vegetables and more

than two dozen different kinds of bottled water -- and

this was during a time when we actually used to drink

tap water. i used to love going to this store, but on

one occasion i asked myself, well how come you never

buy anything? here's their olive oil aisle. they had

over 75 different kinds of olive oil, including those

that

were

in

a

locked

case

that

came

from

thousand-year-old olive trees.

so

i

one

day

decided

to

pay

a

visit

to

the

manager,

and i asked the manager,

people

all

this

choice

really

working?

and

he

pointed

to

the

busloads

of

tourists

that

would

show

up

everyday,

with cameras ready usually. we decided to do a little

experiment,

and

we

picked

jam

for

our

experiment.

here's their jam aisle. they had 348 different kinds

of

jam.

we

set

up

a

little

tasting

booth

right

near

the

entrance of the store. we there put out six different

flavors of jam or 24 different flavors of jam, and we

looked at two things: first, in which case were people

more

likely

to

stop,

sample

some

jam?

more

people

stopped

when

there

were

24,

about

60

percent,

than

when

there were six, about 40 percent. the next thing we

looked at is in which case were people more likely to

buy a jar of jam. now we see the opposite effect. of

the people who stopped when there were 24, only three

percent of them actually bought a jar of jam. of the

people

who

stopped

when

there

were

six,

well

now

we

saw

that 30 percent of them actually bought a jar of jam.

now if you do the math, people were at least six times

more

likely

to

buy

a

jar

of

jam

if

they

encountered

six

than if they encountered 24.

now choosing not to buy a jar of jam is probably

good for us -- at least it's good for our waistlines

-- but it turns out that this choice overload problem

affects us even in very consequential decisions. we

choose

not

to

choose,

even

when

it

goes

against

our

best

self- interests.

so

now

for

the

topic

of

today:

financial savings. now i'm going to describe to you a

study i did with gur huberman, emir kamenica, wei jang

where

we

looked

at

the

retirement

savings

decisions

of

nearly a million americans from about 650 plans all in

the

and what we looked at was whether the number of

fund

offerings

available

in

a

retirement

savings

plan,

the 401(k) plan, does that affect people's likelihood

to save more for tomorrow. and what we found was that

indeed there was a correlation. so in these plans, we

had about 657 plans that ranged from offering people

anywhere from two to 59 different fund offerings. and

what

we

found

was

that,

the

more

funds

offered,

indeed,

there was less participation rate.

so if you look at the extremes, those plans that

offered

you

two

funds,

participation

rates

were

around

in the mid-70s -- still not as high as we want it to

be.

in

those

plans

that

offered

nearly

60

funds,

participation

rates

have

now

dropped

to

about

the

60th

percentile.

now

it

turns

out

that

even

if

you

do

choose

to participate when there are more choices present,

even then, it has negative consequences. so for those

people

who

did

choose

to

participate,

the

more

choices

available, the more likely people were to completely

avoid

stocks

or

equity

funds.

the

more

choices

available, the more likely they were to put all their

money in pure money market accounts. now neither of

these

extreme

decisions

are

the

kinds

of

decisions

that

any

of

us

would

recommend

for

people

when

you're

considering their future financial well-being.

well,

over

the

past

decade,

we

have

observed

three

main

negative

consequences

to

offering

people

more

and

more

choices.

they're

more

likely

to

delay

choosing --

procrastinate

even

when

it

goes

against

their

best

self- interest.

they're

more

likely

to

make

worse

choices -- worse financial choices, medical choices.

they're

more

likely

to

choose

things

that

make

them

less

satisfied, even when they do objectively better. the

main reason for this is because, we might enjoy gazing

at

those

giant

walls

of

mayonnaises,

mustards,

vinegars,

jams, but we can't actually do the math of comparing

and

contrasting

and

actually

picking

from

that

stunning

display.

so

what

i

want

to

propose

to

you

today

are

four

simple

techniques

--

techniques

that

we

have

tested

in

one

way

or

another

in

different

research

venues

--

that

you can easily apply in your businesses.

the first: cut. you've heard it said before, but

it's

never

been

more

true

than

today,

that

less

is

more.

people are

always upset when

i

say,

they're

always worried they're going to lose shelf space. but

in

fact,

what

we're

seeing

more

and

more

is

that

if

you

are

willing

to

cut,

get

rid

of

those

extraneous

redundant options, well there's an increase in sales,

there's a lowering of costs, there is an improvement

of

the

choosing

experience.

when

proctor

&

gamble

went

from

26

different

kinds

of

head

&

shoulders

to

15,

they

saw

an

increase

in

sales

by

10

percent.

when

the

golden

cat corporation got rid of their 10 worst-selling cat

litter products, they saw an increase in profits by 87

percent -- a function of both increase in sales and

lowering

of

costs.

you

know,

the

average

grocery

store

today offers you 45,000 products. the typical walmart

today

offers

you

100,000

products.

but

the

ninth

largest retailer, the ninth biggest retailer in the

world

today

is

aldi,

and

it

offers

you

only

1,400

products -- one kind of canned tomato sauce.

now in the financial savings world, i think one of

the best examples that has recently come out on how to

best

manage

the

choice

offerings

has

actually

been

something that david laibson was heavily involved in

designing,

which

was

the program that

they have

at

harvard.

every

single

harvard

employee

is

now

automatically enrolled in a lifecycle fund. for those

people who actually want to choose, they're given 20

funds, not 300 or more funds. you know, often, people