TEDGlobal 2010
Sheena Iyengar: The art of choosing
Kunsten at vælge
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Sheena Lyengar undersøger hvordan vi træffer valg -- og hvordan vi har det med de valg vi træffer. Ved TEDGlobal, taler hun om både trivielle valg (Coke v. Pepsi) og dybsindige, og deler sin banebrydende forskning der afdækker nogle overraskende holdninger om vores beslutninger.
Sheena Iyengar - Psycho-economist
Sheena Iyengar studies how people choose (and what makes us think we're good at it). Full bio
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, I'm going to take you
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I dag, vil jeg tage jer
00:24
around the world in 18 minutes.
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med rundt i verden på 18 minutter.
00:26
My base of operations is in the U.S.,
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Min hjemmebase er i USA,
00:29
but let's start at the other end of the map,
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men lad os begynde i den anden ende af kortet,
00:31
in Kyoto, Japan,
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i Kyoto, Japan,
00:33
where I was living with a Japanese family
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hvor jeg boede hos en japansk familie
00:36
while I was doing part of my dissertational research
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mens jeg lavede en del af min doktorafhandling
00:38
15 years ago.
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for 15 år siden.
00:41
I knew even then that I would encounter
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Jeg vidste endda dengang at jeg ville møde
00:43
cultural differences and misunderstandings,
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kulturelle forskelle og misforståelser,
00:45
but they popped up when I least expected it.
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men de poppede op da jeg mindst ventede det.
00:48
On my first day,
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På min første dag,
00:50
I went to a restaurant,
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tog jeg til en restaurant,
00:52
and I ordered a cup of green tea with sugar.
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og jeg bestilte en kop grøn te med sukker.
00:54
After a pause, the waiter said,
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Efter en pause, sagde tjeneren,
00:56
"One does not put sugar in green tea."
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"Man putter ikke sukker i grøn te."
01:00
"I know," I said. "I'm aware of this custom.
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"Det ved jeg," sagde jeg. "Jeg er klar over denne skik.
01:02
But I really like my tea sweet."
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Men jeg kan godt lide at min te er sød."
01:05
In response, he gave me an even more courteous version
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Som svar, gav han mig en endnu mere høflig version
01:08
of the same explanation.
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af den samme forklaring.
01:10
"One does not put sugar
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"Man putter ikke sukker
01:12
in green tea."
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i grøn te."
01:15
"I understand," I said,
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"Jeg forstår," sagde jeg,
01:17
"that the Japanese do not put sugar in their green tea,
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"at japanerne ikke putter sukker i deres grønne te,
01:19
but I'd like to put some sugar
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men jeg vil gerne putte noget sukker
01:21
in my green tea."
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i min grønne te."
01:23
(Laughter)
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(Latter)
01:25
Surprised by my insistence,
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Overrasket over min insisteren,
01:27
the waiter took up the issue with the manager.
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nævnte tjeneren emnet for sin chef,
01:29
Pretty soon,
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Snart
01:31
a lengthy discussion ensued,
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startede en lang diskussion,
01:33
and finally the manager came over to me and said,
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og til slut kom chefen over til mig og sagde,
01:36
"I am very sorry. We do not have sugar."
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"Det er jeg meget ked af. Vi har ikke noget sukker."
01:39
(Laughter)
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(Latter)
01:41
Well, since I couldn't have my tea the way I wanted it,
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Jamen, siden jeg ikke kunne få min te
som jeg gerne ville have den,
som jeg gerne ville have den,
01:44
I ordered a cup of coffee,
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bestilte jeg en kop kaffe,
01:46
which the waiter brought over promptly.
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som tjeneren kom prompte med.
01:48
Resting on the saucer
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Liggende på min underkop
01:50
were two packets of sugar.
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var der to pakker sukker.
01:53
My failure to procure myself
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Min fiasko til at skaffe mig selv
01:56
a cup of sweet, green tea
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en kop sød, grøn te
01:58
was not due to a simple misunderstanding.
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handlede ikke om en simpel misforståelse.
02:01
This was due to a fundamental difference
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Dette handlede om en fundamentale forskel
02:03
in our ideas about choice.
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i vores ideer om valg.
02:06
From my American perspective,
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Fra mit amerikanske perspektiv,
02:08
when a paying customer makes a reasonable request
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når en betalende kunde kommer
med en rimelig forespørgsel
med en rimelig forespørgsel
02:10
based on her preferences,
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baseret på hendes præferencer,
02:12
she has every right to have that request met.
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har hun enhver ret til at få den forespørgsel efterkommet.
02:15
The American way, to quote Burger King,
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Den amerikanske måde, for at citere Burger King,
02:17
is to "have it your way,"
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er at "få det på din måde,"
02:19
because, as Starbucks says,
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fordi, som Starbucks siger,
02:21
"happiness is in your choices."
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"glæde ligger i ens valg."
02:23
(Laughter)
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(Latter)
02:25
But from the Japanese perspective,
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Men fra det japanske perspektiv,
02:28
it's their duty to protect those who don't know any better --
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er det deres pligt at beskytte dem der ikke ved bedre --
02:31
(Laughter)
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(Latter)
02:33
in this case, the ignorant gaijin --
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i dette tilfælde, den ignorante gaijin --
02:35
from making the wrong choice.
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fra at tage det forkerte valg.
02:38
Let's face it: the way I wanted my tea
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Lad os se det i øjnene:
måden jeg ville have min te på
måden jeg ville have min te på
02:40
was inappropriate according to cultural standards,
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var upassende ifølge de kulturelle standarder,
02:43
and they were doing their best to help me save face.
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og de gør deres bedste for at hjælpe mig
med ikke at tabe ansigt.
med ikke at tabe ansigt.
02:46
Americans tend to believe
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Amerikanere har en tendens til at tro
02:48
that they've reached some sort of pinnacle
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at de har nået en eller anden form for kulmination
02:50
in the way they practice choice.
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i måden hvorpå de udøver valg.
02:52
They think that choice, as seen through the American lens
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De mener at valg, der set med amerikanske øjne
02:55
best fulfills an innate and universal
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bedst opfylder et medfødt og universelt
02:57
desire for choice in all humans.
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begær for valg i alle mennesker.
03:00
Unfortunately,
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Desværre,
03:02
these beliefs are based on assumptions
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er disse meninger baseret på formodninger
03:04
that don't always hold true
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der ikke altid er de samme
03:06
in many countries, in many cultures.
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i mange lande, i mange kulturer.
03:09
At times they don't even hold true
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Til tider er de ikke engang de samme
03:11
at America's own borders.
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ved Amerikas egne grænser.
03:13
I'd like to discuss some of these assumptions
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Jeg vil gerne diskutere nogle af formodninger
03:15
and the problems associated with them.
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og problemerne der er associeret med dem.
03:18
As I do so, I hope you'll start thinking
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I takt med at jeg gør det, håber jeg I vil begynde at tænke
03:20
about some of your own assumptions
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på nogle af jeres egne formodninger
03:22
and how they were shaped by your backgrounds.
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og hvordan de blev formet af jeres baggrund.
03:25
First assumption:
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Første formodning:
03:27
if a choice affects you,
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hvis et valg påvirker en,
03:29
then you should be the one to make it.
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så skal man selv være den der tager det.
03:31
This is the only way to ensure
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Dette er den eneste måde at sikre
03:33
that your preferences and interests
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at der er gjort fuldstændig rede for
03:35
will be most fully accounted for.
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ens præferencer og interesser.
03:38
It is essential for success.
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Det er essentielt for succes.
03:41
In America, the primary locus of choice
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I Amerika, den primære fokus af valg
03:44
is the individual.
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er individet.
03:46
People must choose for themselves, sometimes sticking to their guns,
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Mennesker må vælge for sig selv,
og nogle gange holde fast i deres geværer,
og nogle gange holde fast i deres geværer,
03:49
regardless of what other people want or recommend.
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uanset hvad andre mennesker vil eller anbefaler.
03:52
It's called "being true to yourself."
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Det hedder "at være tro mod sig selv."
03:55
But do all individuals benefit
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Men drager alle individer fordel
03:57
from taking such an approach to choice?
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af at have sådan et tilgang til valg?
04:00
Mark Lepper and I did a series of studies
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Mark Lepper og jeg lavede en række studier
04:02
in which we sought the answer to this very question.
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hvor vi søgte at svare på dette spørgsmål.
04:05
In one study,
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I et studie,
04:07
which we ran in Japantown, San Francisco,
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som vi kørte i Japantown, San Francisco,
04:10
we brought seven- to nine-year-old Anglo- and Asian-American children
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tog vi syv til elleveårige anglo- og asiatisk-amerikanske børn
04:13
into the laboratory,
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ind til laboratoriet,
04:15
and we divided them up into three groups.
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og vi delte dem op i tre grupper.
04:17
The first group came in,
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Den første gruppe kom ind,
04:19
and they were greeted by Miss Smith,
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og de blev hilst velkommen af Miss Smith,
04:21
who showed them six big piles of anagram puzzles.
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der viste dem seks store stakke af anagram puslespil.
04:24
The kids got to choose which pile of anagrams they would like to do,
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Børnene skulle vælge hvilken stak anagrammer
de gerne ville lave,
de gerne ville lave,
04:27
and they even got to choose which marker
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og de skulle endda vælge hvilken marker
04:29
they would write their answers with.
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de ville skrive deres svar med.
04:31
When the second group of children came in,
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Da den anden gruppe af børn kom ind,
04:33
they were brought to the same room, shown the same anagrams,
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blev de brugt det ind i det samme lokale,
vist de samme anagrammer,
vist de samme anagrammer,
04:36
but this time Miss Smith told them
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men denne gang fortalte Miss Smith dem
04:38
which anagrams to do
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hvilke anagrammer de skulle lave
04:40
and which markers to write their answers with.
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og hvilke markerer de skulle skrive deres svar med.
04:43
Now when the third group came in,
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Nu da den tredje gruppe kom ind,
04:46
they were told that their anagrams and their markers
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blev de fortalt at deres anagrammer og deres markere
04:49
had been chosen by their mothers.
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var blevet valgt af deres mødre.
04:51
(Laughter)
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(Latter)
04:53
In reality,
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I virkeligheden,
04:55
the kids who were told what to do,
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børnene der blev fortalt hvad de skulle gøre,
04:57
whether by Miss Smith or their mothers,
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hvad enten det var af Miss Smith eller deres mor,
04:59
were actually given the very same activity,
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blev faktisk givet præcis den samme aktivitet,
05:01
which their counterparts in the first group
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som deres modstykke i den første gruppe
05:03
had freely chosen.
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havde valgt frivilligt.
05:05
With this procedure, we were able to ensure
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Med denne procedure, var vi i stand til at sikre
05:07
that the kids across the three groups
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at børnene på tværs af de tre grupper
05:09
all did the same activity,
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alle sammen lavede den samme aktivitet,
05:11
making it easier for us to compare performance.
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og gjorde det nemmere for os at sammenligne præstationer.
05:14
Such small differences in the way we administered the activity
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Så små forskelle i måden hvorpå vi administrerede aktiviteten
05:17
yielded striking differences
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gav slående forskelle
05:19
in how well they performed.
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i måden de blev udført.
05:21
Anglo-Americans,
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Anglo-amerikanere,
05:23
they did two and a half times more anagrams
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de lavede to og en halv gange flere anagrammer
05:26
when they got to choose them,
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når de fik lov til at vælge dem,
05:28
as compared to when it was
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sammenlignet med når det blev
05:30
chosen for them by Miss Smith or their mothers.
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valgt for dem af Miss Smith eller deres mødre.
05:33
It didn't matter who did the choosing,
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Det gjorde ikke nogen forskel hvem der valgte,
05:36
if the task was dictated by another,
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hvis opgaven blev dikteret af en anden,
05:38
their performance suffered.
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led deres præstation under det.
05:40
In fact, some of the kids were visibly embarrassed
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Faktisk, nogle af børnene blev synlig flove
05:43
when they were told that their mothers had been consulted.
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da de fik fortalt at deres mødre var blevet konsulteret.
05:46
(Laughter)
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(Latter)
05:48
One girl named Mary said,
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En pige der hed Mary sagde,
05:50
"You asked my mother?"
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"Spurgte I min mor?"
05:53
(Laughter)
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(Latter)
05:55
In contrast,
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I modsætning til
05:57
Asian-American children
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asiatisk-amerikanske børn
05:59
performed best when they believed
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der præsterede bedst når de troede
06:01
their mothers had made the choice,
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at deres mødre havde valgt opgaven,
06:04
second best when they chose for themselves,
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næstbedst når de selv kunne vælge,
06:07
and least well when it had been chosen by Miss Smith.
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og dårligst når de var blevet valgt af Miss Smith.
06:10
A girl named Natsumi
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En pige der hed Natsumi
06:12
even approached Miss Smith as she was leaving the room
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henvendte sig endda til Miss Smith da hun forlod lokalet,
06:14
and tugged on her skirt and asked,
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og trak i hendes kjole og spurgte,
06:16
"Could you please tell my mommy
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"Vil du venligst fortælle min mor
06:18
I did it just like she said?"
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at jeg gjorde det som hun bad om?"
06:22
The first-generation children were strongly influenced
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Førstegenerations børnene var stærkt påvirkede
06:25
by their immigrant parents'
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af deres immigrantforældres
06:27
approach to choice.
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tilgang til valg.
06:29
For them, choice was not just a way
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For dem, var valg ikke bare en måde
06:31
of defining and asserting
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at definere og forsikre
06:33
their individuality,
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deres individualitet,
06:35
but a way to create community and harmony
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men en måde at skabe fællesskab og harmoni
06:37
by deferring to the choices
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ved at rette sig efter valg
06:39
of people whom they trusted and respected.
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truffet af mennesker som de stoler på og respekterer.
06:42
If they had a concept of being true to one's self,
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Og hvis de havde et koncept om at være tro mod sig selv,
06:45
then that self, most likely,
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var det selv, sandsynligvis,
06:47
[was] composed, not of an individual,
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sammensat, ikke af et individ,
06:49
but of a collective.
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men af et kollektiv.
06:51
Success was just as much about pleasing key figures
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Succes handlede lige så meget om at glæde nøglefigurer
06:54
as it was about satisfying
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som at tilfredsstille
06:56
one's own preferences.
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ens egne præferencer.
06:58
Or, you could say that
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Eller, skulle man sige at
07:00
the individual's preferences were shaped
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individets præferencer blev formet
07:02
by the preferences of specific others.
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af særlige andres præferencer.
07:06
The assumption then that we do best
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Derfor er formodningen om at vi klarer os bedst
07:08
when the individual self chooses
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når individet selv vælger
07:10
only holds
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kun er sandt
07:12
when that self
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når det selv
07:14
is clearly divided from others.
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er tydeligt delt fra andre.
07:17
When, in contrast,
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Når, i modsætning,
07:19
two or more individuals
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to eller flere individer
07:21
see their choices and their outcomes
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ser deres valg og deres resultat
07:23
as intimately connected,
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som værende nøje sammenhængende,
07:25
then they may amplify one another's success
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så kan de forstærke hinandens succes
07:28
by turning choosing
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ved at vende valget
07:30
into a collective act.
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til en kollektiv handling.
07:32
To insist that they choose independently
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At insistere at de vælger uafhængigt
07:35
might actually compromise
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kan faktisk gå ud over
07:37
both their performance
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både deres præstation
07:39
and their relationships.
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og deres forhold.
07:41
Yet that is exactly what
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Men alligevel er det præcis det
07:43
the American paradigm demands.
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det amerikanske paradigme kræver.
07:45
It leaves little room for interdependence
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Det efterlader meget lidt plads
til indbyrdes afhængighed
til indbyrdes afhængighed
07:48
or an acknowledgment of individual fallibility.
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eller en anerkendelse af individuel fejlbarlighed.
07:51
It requires that everyone treat choice
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Det kræver at alle behandler valg
07:54
as a private and self-defining act.
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som privat og handling der definerer selvet.
07:58
People that have grown up in such a paradigm
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Mennesker der er vokset op i sådan et paradigme
08:00
might find it motivating,
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kan måske finde det motiverende,
08:02
but it is a mistake to assume
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men det er en fejl at antage
08:04
that everyone thrives under the pressure
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at alle trives under presset
08:06
of choosing alone.
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af at vælge selv.
08:09
The second assumption which informs the American view of choice
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Den anden formodning der informerer om
amerikanernes syn på valg
amerikanernes syn på valg
08:12
goes something like this.
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ser cirka sådan her ud.
08:14
The more choices you have,
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Jo flere valg man har,
08:16
the more likely you are
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jo større er sandsynligheden for
08:18
to make the best choice.
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at man træffer det bedste valg.
08:20
So bring it on, Walmart, with 100,000 different products,
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Så kom med det, Walmart,
med 100.000 forskellige produkter,
med 100.000 forskellige produkter,
08:23
and Amazon, with 27 million books
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og Amazon, med 27 millioner bøger
08:26
and Match.com with -- what is it? --
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og Match.com med -- hvad er det? --
08:28
15 million date possibilities now.
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15 millioner date muligheder nu.
08:32
You will surely find the perfect match.
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Man vil helt sikkert finde det perfekte match.
08:35
Let's test this assumption
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Lad os teste formodningen
08:37
by heading over to Eastern Europe.
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ved at tage over til Østeuropa.
08:39
Here, I interviewed people
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Her, interviewede jeg mennesker
08:41
who were residents of formerly communist countries,
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der var indbyggere fra tidligere kommunistiske lande,
08:44
who had all faced the challenge
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der alle havde stået overfor udfordringen
08:46
of transitioning to a more
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af at gå over til et mere
08:48
democratic and capitalistic society.
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demokratisk og kapitalistisk samfund.
08:51
One of the most interesting revelations
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En af de mest interessante afsløringer
08:53
came not from an answer to a question,
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kom ikke fra et svar på et spørgsmål,
08:55
but from a simple gesture of hospitality.
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men fra en simpel gestus af gæstfrihed.
08:58
When the participants arrived for their interview,
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Da deltagerne ankom til deres interview,
09:01
I offered them a set of drinks:
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tilbød jeg dem en
09:03
Coke, Diet Coke, Sprite --
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Coke, Diet Coke, Sprite --
09:05
seven, to be exact.
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syv, for at være præcis.
09:07
During the very first session,
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I løbet af det første møde,
09:09
which was run in Russia,
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der blev afholdt i Rusland,
09:11
one of the participants made a comment
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kom en af deltagerne med en kommentar
09:13
that really caught me off guard.
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der virkelig overraskede mig.
09:16
"Oh, but it doesn't matter.
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"Åh, jamen det betyder ikke noget.
09:18
It's all just soda. That's just one choice."
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Det er alt sammen sodavand.
Det er kun en valgmulighed."
Det er kun en valgmulighed."
09:21
(Murmuring)
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(Mumlen)
09:23
I was so struck by this comment that from then on,
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Jeg blev så ramt af denne kommentar at fra det tidspunkt,
09:25
I started to offer all the participants
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begyndte jeg at tilbyde alle deltagerne
09:27
those seven sodas,
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de syv sodavand,
09:29
and I asked them, "How many choices are these?"
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og jeg spurgte dem, "Hvor mange valg er der her?"
09:32
Again and again,
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Igen og igen,
09:34
they perceived these seven different sodas,
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opfattede de de syv forskellige sodavand,
09:37
not as seven choices, but as one choice:
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ikke som syv valg, men som et valg:
09:40
soda or no soda.
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sodavand eller ikke sodavand.
09:42
When I put out juice and water
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Da jeg satte juice og vand ud
09:44
in addition to these seven sodas,
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ud over disse syv sodavand,
09:46
now they perceived it as only three choices --
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opfattede de det nu som kun tre valg --
09:48
juice, water and soda.
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juice, vand og sodavand.
09:51
Compare this to the die-hard devotion of many Americans,
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Sammenlign dette med den stokkonservative
loyalitet af mange amerikanere,
loyalitet af mange amerikanere,
09:54
not just to a particular flavor of soda,
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ikke kun til en bestemt smagsvariant i sodavand,
09:57
but to a particular brand.
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men til et bestemt brand.
09:59
You know, research shows repeatedly
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I ved, forskning viser gang på gang
10:02
that we can't actually tell the difference
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at vi faktisk ikke kan kende forskel
10:04
between Coke and Pepsi.
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på Coke og Pepsi.
10:06
Of course, you and I know
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Selvfølgelig, ved I og jeg
10:08
that Coke is the better choice.
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at Coke er det bedre valg.
10:10
(Laughter)
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(Latter)
10:16
For modern Americans who are exposed
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For moderne amerikanere der er udsatte
10:18
to more options and more ads associated with options
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for flere valg og flere reklamer der er associerede med valg
10:21
than anyone else in the world,
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end nogen andre i verden,
10:23
choice is just as much about who they are
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handler valg lige så meget om hvem de er
10:25
as it is about what the product is.
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som det handler om hvad produktet er.
10:28
Combine this with the assumption that more choices are always better,
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Kombiner dette med formodningen om
at flere valg altid er bedre,
at flere valg altid er bedre,
10:31
and you have a group of people for whom every little difference matters
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og man har en gruppe mennesker for hvem
hver lille forskel er af betydning
hver lille forskel er af betydning
10:34
and so every choice matters.
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så hvert valg betyder noget.
10:36
But for Eastern Europeans,
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Men for østeuropæere,
10:39
the sudden availability of all these
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var den pludselige tilgængelighed af alle disse
10:41
consumer products on the marketplace was a deluge.
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forbrugsgoder på markedspladsen en oversvømmelse.
10:44
They were flooded with choice
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De blev oversvømmede med valg
10:46
before they could protest that they didn't know how to swim.
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inden de kunne protestere over at
de ikke viste hvordan man svømmer.
de ikke viste hvordan man svømmer.
10:50
When asked, "What words and images
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Da de blev spurgte, "Hvilke ord og billeder
10:52
do you associate with choice?"
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associerer du med valg?"
10:54
Grzegorz from Warsaw said,
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Grzegorz fra Warszawa sagde,
10:57
"Ah, for me it is fear.
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"Åh, for mig er det frygt.
10:59
There are some dilemmas you see.
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Der er nogle dilemmaer man ser.
11:01
I am used to no choice."
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Jeg er vant til ingen valg."
11:03
Bohdan from Kiev said,
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Bohdan fra Kiev sagde,
11:05
in response to how he felt about
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som svar på hvad han følte om
11:07
the new consumer marketplace,
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den nye forbrugermarkedsplads,
11:09
"It is too much.
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"Det er for meget.
11:11
We do not need everything that is there."
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Vi har ikke brug for alt der er der."
11:13
A sociologist from
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En sociolog fra
11:15
the Warsaw Survey Agency explained,
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Warsaw Survey Agency forklarede,
11:18
"The older generation jumped from nothing
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"Den ældre generation hoppede fra ingenting
11:21
to choice all around them.
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til valg overalt omkring dem.
11:23
They were never given a chance to learn
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De blev aldrig givet en chance for at lære
11:25
how to react."
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hvordan de skulle reagere."
11:27
And Tomasz, a young Polish man said,
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Og Tomasz, en ung polsk mand sagde,
11:30
"I don't need twenty kinds of chewing gum.
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"Jeg har ikke brug for tyve forskellige slags tyggegummi,
11:33
I don't mean to say that I want no choice,
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jeg vil ikke sige at jeg vil være fri for valg,
11:36
but many of these choices are quite artificial."
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men mange af valgene er temmelig kunstige."
11:40
In reality, many choices are between things
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I virkeligheden, er mange af valgene mellem ting
11:43
that are not that much different.
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der ikke er så forskellige.
11:47
The value of choice
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Betydningen af valg
11:49
depends on our ability
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afhænger af vores evne
11:51
to perceive differences
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til at opfatte forskelle
11:53
between the options.
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mellem valgmulighederne.
11:55
Americans train their whole lives
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Amerikanerne træner hele deres liv
11:57
to play "spot the difference."
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på at spille "få øje på forskellen."
12:00
They practice this from such an early age
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De træner dette fra så tidlig en alder
12:02
that they've come to believe that everyone
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at de er kommet til at tro på at alle
12:04
must be born with this ability.
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må være blevet født med denne evne.
12:06
In fact, though all humans share
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Faktisk, selvom alle mennesker deler
12:08
a basic need and desire for choice,
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et basalt behov og begær for valg,
12:11
we don't all see choice in the same places
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vi ser ikke alle valg de samme steder
12:14
or to the same extent.
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eller i samme grad.
12:16
When someone can't see how one choice
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Når nogen ikke kan se hvordan et valg
12:18
is unlike another,
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er forskelligt fra et andet,
12:20
or when there are too many choices to compare and contrast,
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eller når der er for mange valg
at sammenligne og kontrastere,
at sammenligne og kontrastere,
12:23
the process of choosing can be
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valgprocessen kan være
12:25
confusing and frustrating.
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forvirrende og frustrerende.
12:28
Instead of making better choices,
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I stedet for at træffe bedre valg,
12:30
we become overwhelmed by choice,
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bliver vi overvældede af valg,
12:32
sometimes even afraid of it.
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nogen gange endda bange for det.
12:35
Choice no longer offers opportunities,
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Valg tilbyder ikke længere muligheder,
12:37
but imposes constraints.
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men pålægger begrænsninger.
12:39
It's not a marker of liberation,
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Det er ikke en markør for frigørelse,
12:41
but of suffocation
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men af kvælning
12:43
by meaningless minutiae.
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af betydningsløse bagateller.
12:45
In other words,
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Med andre ord,
12:47
choice can develop into the very opposite
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valg kan udvikle sig til det komplet modsatte
12:49
of everything it represents
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af alt det repræsenterer
12:51
in America
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i Amerika
12:53
when it is thrust upon those
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når det bliver påtvunget dem
12:55
who are insufficiently prepared for it.
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der er utilstrækkeligt forberedt på det.
12:58
But it is not only other people
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Men det er ikke kun andre mennesker
13:00
in other places
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andre steder
13:02
that are feeling the pressure
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der føler presset
13:04
of ever-increasing choice.
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af evigt tiltagende valg.
13:06
Americans themselves are discovering
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Amerikanere opdager selv
13:08
that unlimited choice
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at ubegrænsede valg
13:10
seems more attractive in theory
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lader til at være mere attraktive i teorien
13:12
than in practice.
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end i praksis.
13:14
We all have physical, mental
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Vi har alle fysiske, mentale
13:17
and emotional (Laughter) limitations
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og emotionelle (Latter) begrænsninger
13:19
that make it impossible for us
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der gør det umuligt for os
13:21
to process every single choice we encounter,
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at behandle hvert eneste valg vi træffer,
13:24
even in the grocery store,
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selv i købmandsforretningen,
13:26
let alone over the course of our entire lives.
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for slet ikke at tale om i løbet af hele vores liv.
13:29
A number of my studies have shown
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Et antal af mine studier har vist
13:32
that when you give people 10 or more options
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at når man giver mennesker 10 eller flere muligheder
13:34
when they're making a choice, they make poorer decisions,
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når de tager et valg, træffer de dårligere beslutninger,
13:37
whether it be health care, investment,
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hvad enten det er sundhedspleje, investeringer,
13:39
other critical areas.
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andre kritiske områder.
13:41
Yet still, many of us believe
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Alligevel, mange af os tror på
13:43
that we should make all our own choices
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at vi alle bør træffe vores egne valg
13:46
and seek out even more of them.
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og udsøge endnu flere.
13:49
This brings me to the third,
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Dette bringer mig til den tredje,
13:52
and perhaps most problematic, assumption:
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og mest problematiske, formodning:
13:55
"You must never
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"Man skal aldrig
13:57
say no to choice."
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sige nej til valg."
14:00
To examine this, let's go back to the U.S.
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For at undersøge dette, lad os tage tilbage USA
14:02
and then hop across the pond to France.
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og så hoppe over dammen til Frankrig.
14:05
Right outside Chicago,
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Lige uden for Chicago,
14:08
a young couple, Susan and Daniel Mitchell,
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var et ungt par, Susan og Daniel Mitchell,
14:10
were about to have their first baby.
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ved at få deres første barn.
14:13
They'd already picked out a name for her,
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De havde allerede valgt et navn til hende,
14:15
Barbara, after her grandmother.
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Barbara, efter hendes bedstemor.
14:18
One night, when Susan was seven months pregnant,
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En nat, da Susan var gravid i syvende måned,
14:21
she started to experience contractions
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begyndte hun at opleve veer
14:23
and was rushed to the emergency room.
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og blev kørt på skadestuen i en fart.
14:26
The baby was delivered through a C-section,
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Babyen blev født ved kejsersnit,
14:29
but Barbara suffered cerebral anoxia,
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men Barbara led af cerebral anoksi,
14:31
a loss of oxygen to the brain.
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tab af ilt til hjernen.
14:34
Unable to breathe on her own,
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Ude af stand til at trække vejret selv,
14:36
she was put on a ventilator.
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blev hun sat på en respirator.
14:38
Two days later,
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To dage senere,
14:40
the doctors gave the Mitchells
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gav lægerne Mitchellerne
14:42
a choice:
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er valg:
14:44
They could either remove Barbara
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De kunne enten tage Barbara
14:46
off the life support,
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af respiratoren,
14:48
in which case she would die within a matter of hours,
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hvilket ville betyde at hun ville dø indenfor et par timer,
14:51
or they could keep her on life support,
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eller de kunne holde hende i respiratoren,
14:54
in which case she might still die
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hvilket ville betyde at hun muligvis stadig ville dø
14:56
within a matter of days.
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indenfor et par dage.
14:58
If she survived, she would remain
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Hvis hun overlevede, ville hun forblive
15:00
in a permanent vegetative state,
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i en permanent vegetativ tilstand,
15:03
never able to walk, talk
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aldrig blive i stand til at gå, tale
15:06
or interact with others.
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eller interagere med andre.
15:09
What do they do?
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Hvad gør de?
15:11
What do any parent do?
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Hvad ville hvilke som helst forældre gøre?
15:17
In a study I conducted
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I et studie jeg foretog
15:19
with Simona Botti and Kristina Orfali,
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med Simon Botti og Kristina Orfali,
15:21
American and French parents
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amerikanske og franske forældre
15:23
were interviewed.
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der blev interviewet.
15:25
They had all suffered
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De havde alle måtte gennemgå
15:27
the same tragedy.
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den samme tragedie.
15:29
In all cases, the life support was removed,
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I alle tilfælde, blev respiratoren fjernet,
15:32
and the infants had died.
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og spædbørnene var døde.
15:34
But there was a big difference.
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Men der var en stor forskel.
15:36
In France, the doctors decided whether and when
383
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I Frankrig, havde lægerne besluttet om og hvornår
15:39
the life support would be removed,
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respiratoren ville blive fjernet,
15:42
while in the United States,
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mens i USA,
15:44
the final decision rested with the parents.
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lå den sidste beslutning hos forældrene.
15:48
We wondered:
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Vi undrede os over:
15:50
does this have an effect on how the parents
388
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om dette har en effekt på hvordan forældrene
15:52
cope with the loss of their loved one?
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håndterer tabet af deres kære?
15:55
We found that it did.
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Vi fandt ud af at det gjorde det.
15:58
Even up to a year later,
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Selv op til et år senere,
16:00
American parents
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var det mere sandsynligt at
16:02
were more likely to express negative emotions,
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amerikanske forældre ville udtrykke negative følelser,
16:04
as compared to their French counterparts.
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sammenlignet med deres franske modstykker.
16:07
French parents were more likely to say things like,
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Der var større sandsynlighed for at
de franske forældre ville sige ting som,
de franske forældre ville sige ting som,
16:10
"Noah was here for so little time,
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"Noah var her i så kort tid,
16:13
but he taught us so much.
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men han lærte os så meget.
16:15
He gave us a new perspective on life."
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Han gav os et nyt perspektiv på livet."
16:19
American parents were more likely to say things like,
399
964000
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Der var større sandsynlighed for
at amerikanske forældre ville sige ting som,
at amerikanske forældre ville sige ting som,
16:22
"What if? What if?"
400
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"Hvad nu hvis? Hvad nu hvis?"
16:25
Another parent complained,
401
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En anden forælder brokkede sig,
16:27
"I feel as if they purposefully tortured me.
402
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"Jeg har det som om de med vilje torturerede mig.
16:30
How did they get me to do that?"
403
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Hvordan fik de mig til at gøre det?"
16:33
And another parent said,
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Og en anden forælder sagde,
16:35
"I feel as if I've played a role
405
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"Jeg har det som om jeg har spillet en rolle
16:37
in an execution."
406
982000
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i en henrettelse."
16:40
But when the American parents were asked
407
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Men da de amerikanske forældre blev spurgt
16:42
if they would rather have had
408
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om de hellere ville have haft
16:44
the doctors make the decision,
409
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3000
at lægerne havde taget beslutningen,
16:47
they all said, "No."
410
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sagde de alle, "Nej."
16:49
They could not imagine
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De kunne ikke forestille sig
16:51
turning that choice over to another,
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at overgive det valg til en anden,
16:53
even though having made that choice
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selvom at det at have taget beslutningen
16:56
made them feel trapped,
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fik dem til at føle sig fanget,
16:58
guilty, angry.
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skyldige, vrede.
17:00
In a number of cases
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I et antal tilfælde
17:02
they were even clinically depressed.
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var de endda klinisk deprimerede.
17:05
These parents could not contemplate
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Disse forældre kunne ikke overveje
17:07
giving up the choice,
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at opgive deres valg,
17:09
because to do so would have gone contrary
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fordi at gøre det ville have gået imod
17:11
to everything they had been taught
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alt de var blevet lært
17:14
and everything they had come to believe
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og alt de havde lært at tro på
17:16
about the power
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om den magt
17:18
and purpose of choice.
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og formål med valg.
17:21
In her essay, "The White Album,"
425
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I hendes essay, "The White Album,"
17:24
Joan Didion writes,
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skriver Joan Didion,
17:27
"We tell ourselves stories
427
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"Vi fortæller fortællinger til os selv
17:29
in order to live.
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for at leve.
17:31
We interpret what we see,
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Vi tolker det vi ser,
17:33
select the most workable
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udvælger de mest brugbare
17:35
of the multiple choices.
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af en række valg.
17:37
We live entirely by the imposition
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Vi lever udelukkende af påtvingelsen
17:39
of a narrative line
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af en narrativ linje
17:41
upon disparate images,
434
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på uforenelige billeder,
17:43
by the idea with which we have learned to freeze
435
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ved den ide som vi har lært at fryse
17:46
the shifting phantasmagoria,
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de skiftende koglerier,
17:48
which is our actual experience."
437
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som er vores virkelige oplevelse."
17:53
The story Americans tell,
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Fortællingen amerikanere fortæller,
17:55
the story upon which
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fortællingen som
17:57
the American dream depends,
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amerikanerne er afhængige af,
17:59
is the story of limitless choice.
441
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fortællingen om ubegrænsede valg.
18:02
This narrative
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Denne fortælling
18:04
promises so much:
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lover så meget:
18:06
freedom, happiness,
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frihed, lykke,
18:08
success.
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succes.
18:10
It lays the world at your feet and says,
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Det lægger verden for ens fødder og siger,
18:13
"You can have anything, everything."
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"Du kan have hvad som helst, alt."
18:17
It's a great story,
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Det er en fantastisk fortælling,
18:19
and it's understandable why they would be reluctant
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og det er forståeligt hvorfor de vil være tøvende
18:21
to revise it.
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med at revidere det.
18:24
But when you take a close look,
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Men når man kigger nærmere,
18:26
you start to see the holes,
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begynder man at se hullerne,
18:28
and you start to see that the story
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og man begynder at se at fortællingen
18:30
can be told in many other ways.
454
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kan fortælles på mange andre måder.
18:33
Americans have so often tried to
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Amerikanere har så ofte prøvet at
18:35
disseminate their ideas of choice,
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sprede deres ideer om valg,
18:38
believing that they will be, or ought to be,
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og troet at de vil blive, eller bør blive,
18:41
welcomed with open hearts and minds.
458
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hilst velkommen med åbne hjerter og sind.
18:44
But the history books and the daily news tell us
459
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Men historiebøgerne og de daglige nyheder fortæller os
18:47
it doesn't always work out that way.
460
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at det ikke altid fungerer på den måde.
18:50
The phantasmagoria,
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Kogleriet,
18:52
the actual experience that we try to understand
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den faktiske oplevelse som vi prøver at forstå
18:54
and organize through narrative,
463
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og organiserer gennem fortællinger,
18:57
varies from place to place.
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varierer fra sted til sted.
19:00
No single narrative serves the needs
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Ingen enkeltstående fortælling tjener alles behov
19:02
of everyone everywhere.
466
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alle steder.
19:06
Moreover, Americans themselves
467
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Derudover, kunne amerikanere selv
19:09
could benefit from incorporating
468
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drage fordel af at inddrage
19:12
new perspectives into their own narrative,
469
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nye perspektiver i deres egen fortælling,
19:15
which has been driving their choices
470
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som har motiveret deres valg
19:17
for so long.
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i så lang tid.
19:20
Robert Frost once said that,
472
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Robert Frost sagde en gang, at
19:23
"It is poetry that is lost in translation."
473
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"Det er poesi der går tabt i oversættelsen."
19:27
This suggests that
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Dette foreslår at
19:29
whatever is beautiful and moving,
475
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lige meget hvad der er smukt og bevægende,
19:31
whatever gives us a new way to see,
476
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lige meget hvad der giver os nye måder at se på,
19:34
cannot be communicated to those
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kan ikke kommunikeres til dem
19:36
who speak a different language.
478
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der taler forskellige sprog.
19:39
But Joseph Brodsky said that,
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Men Joseph Brodsky sagde at,
19:41
"It is poetry
480
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"Det er poesi
19:43
that is gained in translation,"
481
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der vindes i oversættelsen,"
19:45
suggesting that translation
482
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hvilket foreslår at oversættelse
19:47
can be a creative,
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kan være en kreativ,
19:49
transformative act.
484
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transformerende handling.
19:52
When it comes to choice,
485
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Når det kommer til valg,
19:54
we have far more to gain than to lose
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har vi væsentlig mere at vinde end at tabe
19:57
by engaging in the many
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ved at engagere os i de mange
20:00
translations of the narratives.
488
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oversættelser af fortællingen.
20:03
Instead of replacing
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I stedet for at erstatte
20:05
one story with another,
490
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en fortælling med en anden,
20:07
we can learn from and revel in
491
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kan vi lære af og slå os løs i
20:09
the many versions that exist
492
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de mange versioner der eksisterer
20:12
and the many that have yet to be written.
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og dem der stadig skal skrives.
20:15
No matter where we're from
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Uanset hvor vi kommer fra
20:18
and what your narrative is,
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og hvad ens fortælling er,
20:20
we all have a responsibility
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har vi alle et ansvar
20:22
to open ourselves up to a wider array
497
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for at åbne os selv for et bredere opbud
20:24
of what choice can do,
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af hvad valg kan gøre,
20:27
and what it can represent.
499
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og hvad det kan repræsentere.
20:30
And this does not lead to
500
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Og dette leder ikke til
20:32
a paralyzing moral relativism.
501
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en paralyserende moralsk relativisme.
20:35
Rather, it teaches us when
502
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Derimod lærer det os hvornår
20:37
and how to act.
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og hvordan vi skal handle.
20:39
It brings us that much closer
504
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Det bringer os meget tættere
20:41
to realizing the full potential of choice,
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på at forstå det fulde potentiale af valg,
20:44
to inspiring the hope
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til at inspirere håbet
20:46
and achieving the freedom
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og opnå friheden
20:48
that choice promises
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som valg lover
20:50
but doesn't always deliver.
509
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men ikke altid leverer.
20:52
If we learn to speak to one another,
510
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Hvis vi lærer at tale med hinanden,
20:55
albeit through translation,
511
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omend gennem oversættelse,
20:58
then we can begin to see choice
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så kan vi begynde at se valg
21:00
in all its strangeness,
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i al dens besynderlighed,
21:02
complexity
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kompleksitet
21:05
and compelling beauty.
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og betagende dejlighed.
21:07
Thank you.
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Tak.
21:09
(Applause)
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(Bifald)
21:20
Bruno Giussani: Thank you.
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Bruno Giussani: Tak.
21:23
Sheena, there is a detail about your biography
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Sheena, der er en detalje om din biografi
21:26
that we have not written in the program book.
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som vi ikke har skrevet i programmet.
21:28
But by now it's evident to everyone in this room. You're blind.
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Men nu er det klart for alle i dette lokale. Du er blind.
21:31
And I guess one of the questions on everybody's mind is:
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Og jeg formoder at et af spørgsmålene
som alle tænker på:
som alle tænker på:
21:34
How does that influence your study of choosing
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Hvordan påvirker det dit studie om valg
21:37
because that's an activity
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fordi det er en aktivitet
21:39
that for most people is associated with visual inputs
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der for de fleste mennesker er associeret med visuelle input
21:42
like aesthetics and color and so on?
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som æstetik og farve og så videre?
21:46
Sheena Iyengar: Well, it's funny that you should ask that
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Sheena Lyengar: Jamen, det er sjovt at du spørger om det
21:48
because one of the things that's interesting about being blind
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fordi en af tingene der er interessant om at være blind
21:51
is you actually get a different vantage point
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er at man faktisk får et andet synspunkt
21:53
when you observe the way
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når man observerer måden
21:55
sighted people make choices.
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som seende mennesker træffer valg.
21:57
And as you just mentioned, there's lots of choices out there
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Og som du lige nævnte, er der mange valg derude
21:59
that are very visual these days.
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der er meget visuelle i dag.
22:01
Yeah, I -- as you would expect --
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Ja, jeg -- som man kan forestille sig --
22:03
get pretty frustrated by choices
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bliver ret frustreret over valg
22:05
like what nail polish to put on
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som hvilken neglelak jeg skal tage på
22:07
because I have to rely on what other people suggest.
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fordi jeg skal stole på hvad andre mennesker foreslår.
22:09
And I can't decide.
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Og jeg kan ikke vælge.
22:11
And so one time I was in a beauty salon,
539
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Så engang var jeg i en skønhedssalon,
22:13
and I was trying to decide between two very light shades of pink.
540
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og jeg prøvede at vælge mellem to
meget lyse nuancer pink.
meget lyse nuancer pink.
22:16
And one was called "Ballet Slippers."
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Og en hed "Ballet Slippers."
22:18
And the other one was called "Adorable."
542
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Og den anden hed "Adorable."
22:21
(Laughter)
543
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(Latter)
22:23
And so I asked these two ladies,
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Så jeg spurgte de to damer,
22:25
and the one lady told me, "Well, you should definitely wear 'Ballet Slippers.'"
545
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og den ene dame fortalte mig,
"Jamen, du skal helt sikkert bruge 'Ballet Slippers.'"
"Jamen, du skal helt sikkert bruge 'Ballet Slippers.'"
22:27
"Well, what does it look like?"
546
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"Jamen, hvordan ser den ud?"
22:29
"Well, it's a very elegant shade of pink."
547
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"Jamen, det er en meget elegant pink nuance."
22:31
"Okay, great."
548
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"Okay, fedt."
22:33
The other lady tells me to wear "Adorable."
549
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Den anden dame fortæller mig at jeg skal bruge "Adorable."
22:35
"What does it look like?"
550
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"Hvordan ser den ud?"
22:37
"It's a glamorous shade of pink."
551
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"Det er en glamorøs pink nuance."
22:41
And so I asked them, "Well, how do I tell them apart?
552
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Så jeg spurgte dem,
"Jamen, hvordan kan jeg kende dem fra hinanden?
"Jamen, hvordan kan jeg kende dem fra hinanden?
22:43
What's different about them?"
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Hvad er forskellen på dem?"
22:45
And they said, "Well, one is elegant, the other one's glamorous."
554
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Og de sagde,
"Jamen, den ene er elegant, den anden er glamorøs."
"Jamen, den ene er elegant, den anden er glamorøs."
22:47
Okay, we got that.
555
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Okay, det fik vi.
22:49
And the only thing they had consensus on:
556
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Den eneste anden ting de var enige om:
22:51
well, if I could see them, I would
557
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jamen, hvis jeg kunne se dem, ville jeg
22:53
clearly be able to tell them apart.
558
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kunne skelne dem tydeligt fra hinanden.
22:55
(Laughter)
559
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(Latter)
22:57
And what I wondered was whether they were being affected
560
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Og det jeg undrede mig over var om de var påvirkede
23:00
by the name or the content of the color,
561
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af navnet eller indholdet af farven,
23:02
so I decided to do a little experiment.
562
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så jeg besluttede mig for at udføre et lille eksperiment.
23:05
So I brought these two bottles of nail polish into the laboratory,
563
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Så jeg tog disse to flasker neglelak med til laboratoriet,
23:08
and I stripped the labels off.
564
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og jeg tog etiketten af.
23:10
And I brought women into the laboratory,
565
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Og jeg bragte kvinder ind i laboratoriet,
23:12
and I asked them, "Which one would you pick?"
566
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og jeg spurgte dem, "Hvilken ville du vælge?"
23:14
50 percent of the women accused me of playing a trick,
567
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50 procent af kvinderne gik ud fra at jeg tog dem ved næsen,
23:17
of putting the same color nail polish
568
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og havde puttet den samme farve neglelak
23:19
in both those bottles.
569
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i begge flasker.
23:21
(Laughter)
570
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(Latter)
23:23
(Applause)
571
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4000
(Bifald)
23:27
At which point you start to wonder who the trick's really played on.
572
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Og på det tidspunkt begynder man at undre sig over
hvem der virkelig er taget ved næsen.
hvem der virkelig er taget ved næsen.
23:30
Now, of the women that could tell them apart,
573
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Nuvel, af de kvinder der kunne kender forskel på dem,
23:33
when the labels were off, they picked "Adorable,"
574
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3000
når etiketten var taget af, valgte de "Adorable,"
23:36
and when the labels were on,
575
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og når etiketten sad på,
23:38
they picked "Ballet Slippers."
576
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valgte de "Ballet Slippers."
23:41
So as far as I can tell,
577
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Så vidt jeg ved,
23:43
a rose by any other name
578
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vil en rose med et andet navn
23:45
probably does look different
579
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sandsynligvis se anderledes ud
23:47
and maybe even smells different.
580
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og måske endda lugte anderledes.
23:50
BG: Thank you. Sheena Iyengar. Thank you Sheena.
581
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BG: Tak. Sheena Lyengar. Tak Sheena.
23:53
(Applause)
582
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(Bifald)
ABOUT THE SPEAKER
Sheena Iyengar - Psycho-economistSheena 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" >>
Sheena Iyengar | Speaker | TED.com