TEDGlobal 2010
Sheena Iyengar: The art of choosing
Sheena Iyengar: valimise kunst
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Sheena Iyengar uurib seda, kuidas me valikuid teeme - ja mis tunne meil tehtud valikute suhtes on. TEDGlobali üritusel räägib ta nii tühistest valikutest (kas Coca-Cola või Pepsi) kui ka olulistest valikutest ning jagab meiega oma teedrajavat uurimistööd, mis toob päevavalgele mõned üllatavad aspektid seoses sellega, kuidas me otsustesse suhtume.
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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Täna viin ma teid
00:24
around the world in 18 minutes.
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18 minutiga ümber maailma.
00:26
My base of operations is in the U.S.,
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Ma tegutsen peamiselt USAs,
00:29
but let's start at the other end of the map,
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kuid alustame kaardi teisest servast,
00:31
in Kyoto, Japan,
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Kyotost, Jaapanist,
00:33
where I was living with a Japanese family
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kus ma elasin ühes jaapani perekonnas,
00:36
while I was doing part of my dissertational research
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kui tegin seal väitekirja jaoks uurimistööd
00:38
15 years ago.
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15 aastat tagasi.
00:41
I knew even then that I would encounter
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Ma teadsin juba ette, et pean seisma silmitsi
00:43
cultural differences and misunderstandings,
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kultuuriliste erinevuste ja arusaamatustega,
00:45
but they popped up when I least expected it.
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kuid need tekkisid siis, kui ma seda kõige vähem ootasin.
00:48
On my first day,
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Esimesel päeval
00:50
I went to a restaurant,
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läksin restorani
00:52
and I ordered a cup of green tea with sugar.
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ja tellisin tassi rohelist teed suhkruga.
00:54
After a pause, the waiter said,
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Kelner tegi väikese pausi ja ütles:
00:56
"One does not put sugar in green tea."
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"Rohelise tee sisse ei panda suhkrut."
01:00
"I know," I said. "I'm aware of this custom.
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"Ma tean," vastasin. "Tunnen seda kommet.
01:02
But I really like my tea sweet."
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Kuid mulle tõesti meeldib magus tee."
01:05
In response, he gave me an even more courteous version
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Vastuseks sain veelgi aupaklikuma variandi
01:08
of the same explanation.
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samast seletusest.
01:10
"One does not put sugar
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"Rohelise tee sisse
01:12
in green tea."
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ei panda suhkrut."
01:15
"I understand," I said,
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"Ma saan aru," ütlesin,
01:17
"that the Japanese do not put sugar in their green tea,
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"et jaapanlased ei pane rohelise tee sisse suhkrut.
01:19
but I'd like to put some sugar
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Kuid mina sooviksin panna suhkrut
01:21
in my green tea."
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oma rohelise tee sisse."
01:23
(Laughter)
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(Naer)
01:25
Surprised by my insistence,
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Minu nõudlikkus üllatas kelnerit
01:27
the waiter took up the issue with the manager.
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ja ta läks küsimust juhatajaga arutama.
01:29
Pretty soon,
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Varsti järgnes
01:31
a lengthy discussion ensued,
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pikk arutelu,
01:33
and finally the manager came over to me and said,
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viimaks tuli juhataja minu juurde ja ütles:
01:36
"I am very sorry. We do not have sugar."
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"Ma väga vabandan. Meil ei ole suhkrut."
01:39
(Laughter)
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(Naer)
01:41
Well, since I couldn't have my tea the way I wanted it,
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Kuna ma ei saanud tellida teed nii, nagu soovisin,
01:44
I ordered a cup of coffee,
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siis tellisin tassi kohvi,
01:46
which the waiter brought over promptly.
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mille kelner ka viivitamata lauda tõi.
01:48
Resting on the saucer
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Alustassile oli asetatud
01:50
were two packets of sugar.
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kaks pakikest suhkruga.
01:53
My failure to procure myself
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See, et mul ei õnnestunud hankida
01:56
a cup of sweet, green tea
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tassikest magusat rohelist teed,
01:58
was not due to a simple misunderstanding.
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ei olnud mitte lihtne arusaamatus.
02:01
This was due to a fundamental difference
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Selle taga oli fundamentaalne erinevus
02:03
in our ideas about choice.
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meie arusaamade vahel valikute tegemisest.
02:06
From my American perspective,
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Minu, ameeriklase vaatenurgast,
02:08
when a paying customer makes a reasonable request
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kui klient, kes maksab, esitab mõistliku soovi,
02:10
based on her preferences,
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sest tema maitse on niisugune,
02:12
she has every right to have that request met.
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siis on tal igati õigus oodata, et soov täidetakse.
02:15
The American way, to quote Burger King,
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Ameerika komme, kui tsiteerida Burger Kingi,
02:17
is to "have it your way,"
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on "võtta see nii, nagu sulle meeldib,"
02:19
because, as Starbucks says,
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sest, nagu ütleb Starbucks,
02:21
"happiness is in your choices."
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"õnn on sinu valikutes."
02:23
(Laughter)
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(Naer)
02:25
But from the Japanese perspective,
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Kuid jaapanlase vaatenurgast
02:28
it's their duty to protect those who don't know any better --
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on nende kohus kaitsta neid, kes ei tea, mis on õige -
02:31
(Laughter)
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(Naer)
02:33
in this case, the ignorant gaijin --
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antud juhul siis rumalat välismaalast -
02:35
from making the wrong choice.
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tegemast vale otsust.
02:38
Let's face it: the way I wanted my tea
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Otsesõnu: see, kuidas ma oma teed soovisin,
02:40
was inappropriate according to cultural standards,
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oli nende kultuuri reeglite järgi sobimatu
02:43
and they were doing their best to help me save face.
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ja nad andsid parima, et päästa mind piinlikust olukorrast.
02:46
Americans tend to believe
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Ameeriklased kipuvad uskuma,
02:48
that they've reached some sort of pinnacle
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et nad on jõudnud tippu
02:50
in the way they practice choice.
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selles, kuidas nad valikuid teevad.
02:52
They think that choice, as seen through the American lens
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Nad usuvad, et see, kuidas ameeriklased valikuid näevad,
02:55
best fulfills an innate and universal
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täidab parimal moel kõigi inimeste
02:57
desire for choice in all humans.
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kaasasündinud, universaalset janu valikute järele.
03:00
Unfortunately,
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Kahjuks rajaneb
03:02
these beliefs are based on assumptions
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see usk oletustel,
03:04
that don't always hold true
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mis ei pea sugugi paika
03:06
in many countries, in many cultures.
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paljudes riikides, paljudes kultuurides.
03:09
At times they don't even hold true
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Vahetevahel ei pea need paika
03:11
at America's own borders.
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isegi Ameerika piires.
03:13
I'd like to discuss some of these assumptions
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Tahaksin arutleda mõnede üle neist oletustest
03:15
and the problems associated with them.
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ja nendega seonduvate probleemide üle.
03:18
As I do so, I hope you'll start thinking
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Ma loodan, et selle käigus hakkate te
03:20
about some of your own assumptions
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mõtlema ka mõnede enda oletuste üle
03:22
and how they were shaped by your backgrounds.
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ja selle üle, kuidas teie taust neid mõjutanud on.
03:25
First assumption:
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Esimene oletus:
03:27
if a choice affects you,
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kui mingi valik teid mõjutab,
03:29
then you should be the one to make it.
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siis peaksite teie olema see, kes valiku langetab.
03:31
This is the only way to ensure
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See on ainus viis kindlustada,
03:33
that your preferences and interests
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et teie eelistusi ja huve
03:35
will be most fully accounted for.
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on täielikult arvesse võetud.
03:38
It is essential for success.
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See on eduks hädavajalik.
03:41
In America, the primary locus of choice
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Ameerikas on valikute keskmes
03:44
is the individual.
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üksikisik.
03:46
People must choose for themselves, sometimes sticking to their guns,
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Inimesed peavad ise enda eest valima, vahel ka kangekaelselt,
03:49
regardless of what other people want or recommend.
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hoolimata sellest, mida teised tahavad või soovitavad.
03:52
It's called "being true to yourself."
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Seda nimetatakse "endale truuks jäämiseks".
03:55
But do all individuals benefit
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Kuid kas selline suhtumine valikute tegemisse
03:57
from taking such an approach to choice?
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on ikka kõigile inimestele kasulik?
04:00
Mark Lepper and I did a series of studies
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Tegime koos Mark Lipperiga rea uuringuid,
04:02
in which we sought the answer to this very question.
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kus otsisime vastust just sellele küsimusele.
04:05
In one study,
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Ühes uuringus,
04:07
which we ran in Japantown, San Francisco,
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mille viisime läbi San Fransisco jaapani linnaosas,
04:10
we brought seven- to nine-year-old Anglo- and Asian-American children
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tõime laborisse angloameerika ja aasia-ameerika päritolu
04:13
into the laboratory,
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seitsme- kuni üheksa-aastased lapsed
04:15
and we divided them up into three groups.
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ning jagasime nad kolme gruppi.
04:17
The first group came in,
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Esimene grupp tuli sisse
04:19
and they were greeted by Miss Smith,
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ja neid võttis vastu preili Smith,
04:21
who showed them six big piles of anagram puzzles.
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kes näitas neile kuut suurt kuhja anagrammi-mõistatusi.
04:24
The kids got to choose which pile of anagrams they would like to do,
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Lapsed said ise valida, millist anagrammide kuhja nad lahendada tahavad.
04:27
and they even got to choose which marker
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Ja nad said ka valida, millise viltpliiatsiga
04:29
they would write their answers with.
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nad oma vastuseid soovivad kirja panna.
04:31
When the second group of children came in,
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Kui tuli sisse teine grupp lapsi,
04:33
they were brought to the same room, shown the same anagrams,
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siis juhatati nad samasse ruumi ja näidati samu anagramme,
04:36
but this time Miss Smith told them
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kuid seekord ütles preili Smith neile,
04:38
which anagrams to do
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milliseid anagramme neil tuleb lahendada
04:40
and which markers to write their answers with.
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ja millise viltpliiatsiga vastused üles kirjutada.
04:43
Now when the third group came in,
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Ja kui tuli sisse kolmas grupp,
04:46
they were told that their anagrams and their markers
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siis neile öeldi, et nende anagrammid ja viltpliiatsid
04:49
had been chosen by their mothers.
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on välja valitud nende emade poolt.
04:51
(Laughter)
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(Naer)
04:53
In reality,
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Neile lastele,
04:55
the kids who were told what to do,
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kellele anti ülesanded kätte käsukorras,
04:57
whether by Miss Smith or their mothers,
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kas preili Smithi või nende emade poolt,
04:59
were actually given the very same activity,
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anti täpselt needsamad ülesanded,
05:01
which their counterparts in the first group
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mille nende kaaslased esimesest grupist
05:03
had freely chosen.
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olid ise vabalt valinud.
05:05
With this procedure, we were able to ensure
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Sel viisil saime garanteerida,
05:07
that the kids across the three groups
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et lapsed kõigis kolmes grupis
05:09
all did the same activity,
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sooritasid kõik samu ülesandeid,
05:11
making it easier for us to compare performance.
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mis tegi nende saavutuste võrdlemise lihtsamaks.
05:14
Such small differences in the way we administered the activity
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Niivõrd väike vahe selles, kuidas ülesanne kätte anti,
05:17
yielded striking differences
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tekitas hämmastava vahe selles,
05:19
in how well they performed.
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kui hästi lapsed hakkama said.
05:21
Anglo-Americans,
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Angloameerika lapsed
05:23
they did two and a half times more anagrams
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lahendasid kaks ja pool korda rohkem anagramme,
05:26
when they got to choose them,
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kui nad olid saanud ise ülesande valida,
05:28
as compared to when it was
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võrreldes sellega, kui ülesande
05:30
chosen for them by Miss Smith or their mothers.
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oli valinud preili Smith või nende emad.
05:33
It didn't matter who did the choosing,
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Polnud vahet, kes nende eest valiku tegi,
05:36
if the task was dictated by another,
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aga kui ülesande kirjutas ette keegi teine,
05:38
their performance suffered.
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siis nende tulemused kannatasid.
05:40
In fact, some of the kids were visibly embarrassed
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Mõnedel lastel oli koguni silmnähtavalt piinlik,
05:43
when they were told that their mothers had been consulted.
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kui neile öeldi, et nende emadelt oli nõu küsitud.
05:46
(Laughter)
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(Naer)
05:48
One girl named Mary said,
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Üks Mary-nimeline tüdruk ütles:
05:50
"You asked my mother?"
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"Te küsisite minu emalt?"
05:53
(Laughter)
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(Naer)
05:55
In contrast,
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Vastukaaluks
05:57
Asian-American children
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said aasia-ameerika päritolu lapsed
05:59
performed best when they believed
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parimaid tulemusi siis, kui nad uskusid,
06:01
their mothers had made the choice,
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et nende emad on nende eest valiku teinud,
06:04
second best when they chose for themselves,
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teiseks parema tulemuse siis, kui said ise valida
06:07
and least well when it had been chosen by Miss Smith.
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ja kõige halvema, kui valiku oli teinud preili Smith.
06:10
A girl named Natsumi
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Üks tüdruk nimega Natsumi
06:12
even approached Miss Smith as she was leaving the room
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läks koguni ruumist väljudes preili Smithi juurde,
06:14
and tugged on her skirt and asked,
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sikutas teda seelikust ja küsis:
06:16
"Could you please tell my mommy
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"Kas te palun ütleksite emmele,
06:18
I did it just like she said?"
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et ma tegin just nii, nagu ta ütles?"
06:22
The first-generation children were strongly influenced
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Esimese põlvkonna lapsi mõjutas tugevalt
06:25
by their immigrant parents'
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nende immigrantidest vanemate
06:27
approach to choice.
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suhtumine valikute tegemisse.
06:29
For them, choice was not just a way
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Valik ei olnud nende jaoks
06:31
of defining and asserting
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viis määratleda ja maksma panna
06:33
their individuality,
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oma individuaalsust,
06:35
but a way to create community and harmony
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vaid vahend kogukonna ja harmoonia loomiseks,
06:37
by deferring to the choices
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andes järele nende inimeste valikutele,
06:39
of people whom they trusted and respected.
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keda nad usaldavad ja austavad.
06:42
If they had a concept of being true to one's self,
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Kui neid saadab arusaam enda truuks jäämisest,
06:45
then that self, most likely,
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siis see "mina" ei koosne ilmselt
06:47
[was] composed, not of an individual,
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mitte üksikisikust
06:49
but of a collective.
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vaid kollektiivist.
06:51
Success was just as much about pleasing key figures
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Edu tähendab nende jaoks sama palju
06:54
as it was about satisfying
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võtmeisikutele meele järele olemist
06:56
one's own preferences.
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kui oma eelistuste rahuldamist.
06:58
Or, you could say that
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Võib ka öelda,
07:00
the individual's preferences were shaped
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et üksikisiku eelistusi on vorminud
07:02
by the preferences of specific others.
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teatud teiste isikute eelistused.
07:06
The assumption then that we do best
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Oletus, et me anname oma parima,
07:08
when the individual self chooses
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kui valiku teeb üksikisiku mina,
07:10
only holds
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peab paika vaid siis,
07:12
when that self
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kui see mina
07:14
is clearly divided from others.
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on teistest selgelt eraldatud.
07:17
When, in contrast,
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Vastukaaluks,
07:19
two or more individuals
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kui kaks või enam üksikisikut
07:21
see their choices and their outcomes
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näevad oma valikuid ja nende tulemusi
07:23
as intimately connected,
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väga lähedalt seotuna,
07:25
then they may amplify one another's success
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siis võivad nad teineteise edu võimendada,
07:28
by turning choosing
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muutes valikute langetamise
07:30
into a collective act.
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kollektiivseks tegevuseks.
07:32
To insist that they choose independently
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Nõuda, et nad teeksid iseseisvaid valikuid,
07:35
might actually compromise
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võiks koguni ohustada
07:37
both their performance
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nende mõlema sooritusi
07:39
and their relationships.
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ja suhteid.
07:41
Yet that is exactly what
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Ja ometi täpselt seda
07:43
the American paradigm demands.
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ameerika paradigma nõuabki.
07:45
It leaves little room for interdependence
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See jätab vähe ruumi vastastikule sõltumisele
07:48
or an acknowledgment of individual fallibility.
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või üksikisiku ekslikkuse tunnistamisele.
07:51
It requires that everyone treat choice
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See nõuab, et igaüks suhtuks valikute langetamisse
07:54
as a private and self-defining act.
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kui eraviisilisse ja ennast määratlevasse tegevusse.
07:58
People that have grown up in such a paradigm
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Inimesed, kes on üles kasvanud säärases raamistkus,
08:00
might find it motivating,
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võivad pidada seda motiveerivaks.
08:02
but it is a mistake to assume
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Kui on viga eeldada,
08:04
that everyone thrives under the pressure
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et igaüks saavutab edu
08:06
of choosing alone.
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üksinda valimise surve all.
08:09
The second assumption which informs the American view of choice
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Teine oletus, mis toidab ameeriklaste nägemust valikute langetamisest,
08:12
goes something like this.
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kõlab umbes nii.
08:14
The more choices you have,
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Mida rohkem valikuvariante sul on,
08:16
the more likely you are
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seda tõenäolisem,
08:18
to make the best choice.
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et sa teed parima valiku.
08:20
So bring it on, Walmart, with 100,000 different products,
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Nii et elagu Wal-Mart oma 100 000 erineva tootega,
08:23
and Amazon, with 27 million books
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Amazon oma 27 miljoni raamatuga
08:26
and Match.com with -- what is it? --
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ja Match.com oma - mis seal ongi? -
08:28
15 million date possibilities now.
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nüüd juba 15 miljoni võimaliku kohtinguga.
08:32
You will surely find the perfect match.
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Leiate kindlasti täiusliku kaaslase.
08:35
Let's test this assumption
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Kontrollime seda oletust,
08:37
by heading over to Eastern Europe.
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liikudes edasi Ida-Euroopasse.
08:39
Here, I interviewed people
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Siin küsitlesin ma inimesi,
08:41
who were residents of formerly communist countries,
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kes elavad endistes kommunistlikes maades
08:44
who had all faced the challenge
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ja kes on kõik läbi elanud katsumuse
08:46
of transitioning to a more
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minna üle demokraatlikumasse
08:48
democratic and capitalistic society.
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ja kapitalistlikumasse ühiskonda.
08:51
One of the most interesting revelations
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Üks huvitavamaid avastusi
08:53
came not from an answer to a question,
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ei tulnud mitte vastusena küsimusele,
08:55
but from a simple gesture of hospitality.
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vaid lihtsa külalislahkuse kujul.
08:58
When the participants arrived for their interview,
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Kui osavõtjad saabusid intervjuud andma,
09:01
I offered them a set of drinks:
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pakkusin ma neile valiku jooke,
09:03
Coke, Diet Coke, Sprite --
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Coca-Cola, dieet-Coca-Cola, Sprite -
09:05
seven, to be exact.
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kokku seitse varianti, kui täpne olla.
09:07
During the very first session,
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Esimesel kohtumisel,
09:09
which was run in Russia,
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mis toimus Venemaal,
09:11
one of the participants made a comment
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ütles üks osaleja välja kommentaari,
09:13
that really caught me off guard.
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mida ma sugugi ei oodanud.
09:16
"Oh, but it doesn't matter.
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"Oh, aga vahet ju pole.
09:18
It's all just soda. That's just one choice."
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See kõik on ju limonaad. See on ainult üks valik."
09:21
(Murmuring)
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(Pomin)
09:23
I was so struck by this comment that from then on,
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Mind rabas see kommentaar niivõrd, et edaspidi
09:25
I started to offer all the participants
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hakkasin kõigile osalejatele pakkuma
09:27
those seven sodas,
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neid seitset limonaadi.
09:29
and I asked them, "How many choices are these?"
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Ja küsisin neilt: "Mitu valikut siin on?"
09:32
Again and again,
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Ning ikka ja jälle
09:34
they perceived these seven different sodas,
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nägid inimesed neid seitset erinevat limonaadi
09:37
not as seven choices, but as one choice:
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mitte kui seitset valikuvarianti, vaid kui üht:
09:40
soda or no soda.
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juua limonaadi või mitte.
09:42
When I put out juice and water
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Kui ma serveerisin ka mahla ja vett,
09:44
in addition to these seven sodas,
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lisaks seitsmele limonaadile,
09:46
now they perceived it as only three choices --
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siis nähti seda kui kolme varianti -
09:48
juice, water and soda.
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mahl, vesi ja limonaad.
09:51
Compare this to the die-hard devotion of many Americans,
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Võrrelge seda paljude ameeriklaste veendunud
09:54
not just to a particular flavor of soda,
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pühendumusega mitte vaid ühte sorti limonaadile,
09:57
but to a particular brand.
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vaid koguni kindlale kaubamärgile.
09:59
You know, research shows repeatedly
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Kas teate, et uuringud on korduvalt näidanud,
10:02
that we can't actually tell the difference
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et me ei suuda tegelikult teha vahet
10:04
between Coke and Pepsi.
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Coca-Colal ja Pepsil.
10:06
Of course, you and I know
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Mina ja teie teame muidugi,
10:08
that Coke is the better choice.
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et Coca-Cola on parem valik.
10:10
(Laughter)
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(Naer)
10:16
For modern Americans who are exposed
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Kaasaegsete ameeriklaste jaoks, kelle ees on
10:18
to more options and more ads associated with options
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suurem valik võimalusi ja võimalustega seotud reklaame
10:21
than anyone else in the world,
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kui kellelgi teisel maailmas,
10:23
choice is just as much about who they are
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seostub valik samavõrd sellega, kes nad on,
10:25
as it is about what the product is.
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kui sellega, milline on toode.
10:28
Combine this with the assumption that more choices are always better,
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Lisage siia juurde oletus, et mida enam võimalusi, seda parem,
10:31
and you have a group of people for whom every little difference matters
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ja teie ees on rühm inimesi, kellele loeb iga väikegi erinevus
10:34
and so every choice matters.
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ja seega loeb ka iga valik.
10:36
But for Eastern Europeans,
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Kuid ida-eurooplaste jaoks
10:39
the sudden availability of all these
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oli see äkiline tarbijale suunatud toodete
10:41
consumer products on the marketplace was a deluge.
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valiku rohkus turul kui veeuputus.
10:44
They were flooded with choice
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Nad uputati valikuvõimalustega üle,
10:46
before they could protest that they didn't know how to swim.
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enne kui nad jõudsid protesteerida, et nad ei oska ujuda.
10:50
When asked, "What words and images
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Kui temalt küsiti: "Millised sõnu ja pilte
10:52
do you associate with choice?"
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sa valiku tegemisega seostad?"
10:54
Grzegorz from Warsaw said,
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vastas Gregors Varssavist niimoodi:
10:57
"Ah, for me it is fear.
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"Minu jaoks on see hirm.
10:59
There are some dilemmas you see.
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Siin on dilemmad, saate aru?
11:01
I am used to no choice."
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Ma olen harjunud, et valikut pole."
11:03
Bohdan from Kiev said,
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Bogdan Kiievist ütles
11:05
in response to how he felt about
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vastuseks küsimusele, et mida ta
11:07
the new consumer marketplace,
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arvab uuest tarbijaturust:
11:09
"It is too much.
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"Seda on liiga palju.
11:11
We do not need everything that is there."
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Meil pole vaja kõike, mida seal pakutakse."
11:13
A sociologist from
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Üks sotsioloog Varssavi
11:15
the Warsaw Survey Agency explained,
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uuringute agentuurist selgitas:
11:18
"The older generation jumped from nothing
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"Vanem generatsioon tegi hüppe eimillegi juurest
11:21
to choice all around them.
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selle juurde, et kõikjal on valikud."
11:23
They were never given a chance to learn
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"Neile ei antud võimalust
11:25
how to react."
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õppida reageerima."
11:27
And Tomasz, a young Polish man said,
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Poola noormees Tomasz ütles:
11:30
"I don't need twenty kinds of chewing gum.
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"Ma ei vaja kahtekümmet erinevat tüüpi nätsu.
11:33
I don't mean to say that I want no choice,
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Ma ei taha öelda, nagu ma ei sooviks võimalust valida,
11:36
but many of these choices are quite artificial."
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kuid paljud neist valikutest on üsna kunstlikud."
11:40
In reality, many choices are between things
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Tegelikult on mitmed valikud vaid asjade vahel,
11:43
that are not that much different.
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mis üksteisest väga ei erinegi.
11:47
The value of choice
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Valiku väärtus
11:49
depends on our ability
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seisneb meie võimes
11:51
to perceive differences
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tajuda erinevusi
11:53
between the options.
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valikuvariantide vahel.
11:55
Americans train their whole lives
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Ameeriklased harjutavad eluaeg
11:57
to play "spot the difference."
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mängima mängu "märka erinevust".
12:00
They practice this from such an early age
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Nad mängivad seda nii maast-madalast,
12:02
that they've come to believe that everyone
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et usuvad, et kõigil teistelgi
12:04
must be born with this ability.
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on see võime kaasa sündinud.
12:06
In fact, though all humans share
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Tegelikult, kuigi kõigil inimestel on
12:08
a basic need and desire for choice,
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algne vajadus ja soov valikuid teha,
12:11
we don't all see choice in the same places
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ei näe me kõik vajadust valida samades kohtades
12:14
or to the same extent.
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või samal määral.
12:16
When someone can't see how one choice
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Kui inimene ei näe, mille poolest üks variant
12:18
is unlike another,
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erineb teisest
12:20
or when there are too many choices to compare and contrast,
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või kui variante on liiga palju, et neid kõrvutada ja võrrelda,
12:23
the process of choosing can be
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siis võib valiku tegemise protsess
12:25
confusing and frustrating.
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teda segadusse ajada ja tuska valmistada.
12:28
Instead of making better choices,
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Selle asemel, et teha paremaid valikuid,
12:30
we become overwhelmed by choice,
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oleme valikute tulvast tummaks löödud
12:32
sometimes even afraid of it.
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ja vahel koguni kardame neid.
12:35
Choice no longer offers opportunities,
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Valik ei paku enam võimalusi,
12:37
but imposes constraints.
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vaid surub peale piiranguid.
12:39
It's not a marker of liberation,
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See pole mitte märk vabadusest,
12:41
but of suffocation
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vaid lämmatamisest
12:43
by meaningless minutiae.
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läbi mõttetute pisiasjade.
12:45
In other words,
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Teisisõnu,
12:47
choice can develop into the very opposite
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valik võib kujuneda selle kõige vastandiks,
12:49
of everything it represents
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mida ta esindab
12:51
in America
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Ameerikas,
12:53
when it is thrust upon those
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kui seda suruda peale inimestele,
12:55
who are insufficiently prepared for it.
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kes pole selleks piisavalt ette valmistatud.
12:58
But it is not only other people
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Kuid inimesed teistes maades
13:00
in other places
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ei ole ainsad,
13:02
that are feeling the pressure
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kes tunnevad kasvavat survet
13:04
of ever-increasing choice.
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seoses valikuvõimaluste pideva suurenemisega.
13:06
Americans themselves are discovering
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Ameeriklased ise on hakanud avastama,
13:08
that unlimited choice
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et piiramatu valikuvõimalus
13:10
seems more attractive in theory
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näib teoorias palju ahvatlevam,
13:12
than in practice.
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kui see praktikas on.
13:14
We all have physical, mental
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Meil kõigil on füüsilised, vaimsed
13:17
and emotional (Laughter) limitations
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ja emotsionaalsed piirid,
13:19
that make it impossible for us
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mis muudavad võimatuks
13:21
to process every single choice we encounter,
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iga viimast kui ettejuhtuvat valikut läbi mõelda,
13:24
even in the grocery store,
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olgu see kasvõi toidupoes,
13:26
let alone over the course of our entire lives.
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rääkimata valikuist kogu meie elu jooksul.
13:29
A number of my studies have shown
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Mitmed minu uuringud on näidanud,
13:32
that when you give people 10 or more options
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et kui anda inimestele valiku tegemisel
13:34
when they're making a choice, they make poorer decisions,
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rohkem kui 10 varianti, siis langetavad nad halvemaid otsuseid,
13:37
whether it be health care, investment,
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olgu siis tegemist tervishoiu, investeeringute
13:39
other critical areas.
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või mõne muu olulise asjaga.
13:41
Yet still, many of us believe
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Ometi usuvad paljud meist,
13:43
that we should make all our own choices
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et peame kõik oma otsused ise tegema
13:46
and seek out even more of them.
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ja leidma rohkem võimalusi ise otsustada.
13:49
This brings me to the third,
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Siit jõuan ma kolmanda
13:52
and perhaps most problematic, assumption:
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ja võib-olla kõige problemaatilisema oletuseni:
13:55
"You must never
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"Mitte kunagi ei tohi
13:57
say no to choice."
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keelduda võimalusest valida."
14:00
To examine this, let's go back to the U.S.
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Selle vaatlemiseks pöördugem tagasi USA-sse
14:02
and then hop across the pond to France.
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ja seejärel hüppame üle lombi Prantsusmaale.
14:05
Right outside Chicago,
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Chicago lähistel
14:08
a young couple, Susan and Daniel Mitchell,
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ootas üks noorpaar, Susan ja Daniel Mitchell,
14:10
were about to have their first baby.
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oma esimese lapse sündi.
14:13
They'd already picked out a name for her,
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Nad olid juba valinud tütrele nime,
14:15
Barbara, after her grandmother.
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Barbara, lapse vanaema järgi.
14:18
One night, when Susan was seven months pregnant,
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Ühel ööl, Susani seitsmendal raseduskuul,
14:21
she started to experience contractions
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tabasid teda tuhud
14:23
and was rushed to the emergency room.
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ja ta viidi kiirabiga haiglasse.
14:26
The baby was delivered through a C-section,
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Laps tuli keisrilõike abil ilmale,
14:29
but Barbara suffered cerebral anoxia,
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kuid Barbara kannatas ajuanoksia all,
14:31
a loss of oxygen to the brain.
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kus aju ei saa piisavalt hapnikku.
14:34
Unable to breathe on her own,
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Kuna ta ise hingata ei suutnud,
14:36
she was put on a ventilator.
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pandi beebi hingamisaparaadi alla.
14:38
Two days later,
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Kaks päeva hiljem
14:40
the doctors gave the Mitchells
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andsid arstid Mitchellidele
14:42
a choice:
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valiku.
14:44
They could either remove Barbara
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Nad võisid kas lülitada
14:46
off the life support,
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Barbarat elus hoidva aparaadi välja,
14:48
in which case she would die within a matter of hours,
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mispuhul ta sureks mõne tunni jooksul,
14:51
or they could keep her on life support,
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või hoida teda aparaadi all,
14:54
in which case she might still die
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mispuhul ta ilmselt sureks ikkagi
14:56
within a matter of days.
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mõne päeva jooksul.
14:58
If she survived, she would remain
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Kui ta siiski elus püsiks, siis jääks ta
15:00
in a permanent vegetative state,
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terveks eluks vegetatiivsesse seisundisse,
15:03
never able to walk, talk
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ega suudaks eales kõndida, rääkida
15:06
or interact with others.
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või teistega suhelda.
15:09
What do they do?
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Mida nad siis tegid?
15:11
What do any parent do?
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Mida teeb iga lapsevanem?
15:17
In a study I conducted
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Uuringus, mille ma viisin läbi koos
15:19
with Simona Botti and Kristina Orfali,
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Simona Botti ja Kristina Orfaliga,
15:21
American and French parents
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küsitleti ameerika ja prantsuse
15:23
were interviewed.
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lapsevanemaid.
15:25
They had all suffered
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Nad kõik olid üle elanud
15:27
the same tragedy.
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samasuguse tragöödia.
15:29
In all cases, the life support was removed,
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Kõigi juhtumite puhul oli aparatuur välja lülitatud
15:32
and the infants had died.
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ja laps oli surnud.
15:34
But there was a big difference.
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Kuid seal oli suur vahe.
15:36
In France, the doctors decided whether and when
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Prantsumaal otsustas arst, kas ja millal
15:39
the life support would be removed,
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last elus hoidev aparatuur välja lülitada,
15:42
while in the United States,
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samas kui Ühendriikides
15:44
the final decision rested with the parents.
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tegid viimase valiku vanemad.
15:48
We wondered:
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Me juurdlesime:
15:50
does this have an effect on how the parents
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kas sel on mingi mõju sellele, kuidas vanemad
15:52
cope with the loss of their loved one?
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armastatud lapse surmast üle saavad?
15:55
We found that it did.
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Avastasime, et on küll.
15:58
Even up to a year later,
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Veel koguni aasta hiljem
16:00
American parents
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oli ameerika lapsevanematel
16:02
were more likely to express negative emotions,
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suurem tõenäosus kogeda negatiivseid emotsioone,
16:04
as compared to their French counterparts.
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võrreldes nende prantsuse saatusekaaslastega.
16:07
French parents were more likely to say things like,
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Prantsuse vanemad ütlesid pigem selliseid asju nagu:
16:10
"Noah was here for so little time,
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"Noah oli siin nii lühikest aega,
16:13
but he taught us so much.
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kuid ta õpetas meile väga palju.
16:15
He gave us a new perspective on life."
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Ta pani meid elule teistmoodi vaatama."
16:19
American parents were more likely to say things like,
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Ameerika vanematel oli pigem tavaks öelda asju nagu:
16:22
"What if? What if?"
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"Aga mis siis kui? Aga mis siis kui?"
16:25
Another parent complained,
401
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Üks teine lapsevanem kurtis:
16:27
"I feel as if they purposefully tortured me.
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"Ma tunnen, et nad piinasid mind meelega.
16:30
How did they get me to do that?"
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Kuidas nad veensid mind seda tegema?"
16:33
And another parent said,
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Üks teine lapsevanem ütles:
16:35
"I feel as if I've played a role
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"Ma tunnen, nagu oleksin olnud
16:37
in an execution."
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osaline hukkamisel."
16:40
But when the American parents were asked
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Aga kui ameerika vanematelt küsiti,
16:42
if they would rather have had
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kas nad oleksid parema meelega
16:44
the doctors make the decision,
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lasknud arstidel otsustada,
16:47
they all said, "No."
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vastasid nad kõik eitavalt.
16:49
They could not imagine
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Nad ei suutnud ette kujutada,
16:51
turning that choice over to another,
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et jätaksid selle valiku kellegi teise teha,
16:53
even though having made that choice
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kuigi otsuselangetamine,
16:56
made them feel trapped,
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tekitas neis lõksujäämise tunde,
16:58
guilty, angry.
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nad tundsid süüd ja viha.
17:00
In a number of cases
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Mitmel juhul tabas neid
17:02
they were even clinically depressed.
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koguni kliiniline depressioon.
17:05
These parents could not contemplate
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Need vanemad ei suutnud mõeldagi sellest,
17:07
giving up the choice,
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et loovutada otsustamine teistele,
17:09
because to do so would have gone contrary
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sest niisugune otsus oleks käinud
17:11
to everything they had been taught
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kõige vastu, mida neile õpetatud on
17:14
and everything they had come to believe
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ja mida nad usuvad
17:16
about the power
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valikute langetamise
17:18
and purpose of choice.
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võimu ja eesmärkide kohta.
17:21
In her essay, "The White Album,"
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Oma essees "Valge album"
17:24
Joan Didion writes,
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kirjutab Joan Didion:
17:27
"We tell ourselves stories
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"Me räägime endale lugusid
17:29
in order to live.
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selleks, et elada.
17:31
We interpret what we see,
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Me tõlgendame seda, mida näeme,
17:33
select the most workable
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valime paljude hulgast selle,
17:35
of the multiple choices.
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mis kõige paremini toimib.
17:37
We live entirely by the imposition
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Me elame täiesti kokkusobimatutele
17:39
of a narrative line
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piltidele peale surutud
17:41
upon disparate images,
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narratiivse joone järgi,
17:43
by the idea with which we have learned to freeze
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mis põhineb arusaamadel, mille järgi
17:46
the shifting phantasmagoria,
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me oleme õppinud fikseerima seda muutuvat
17:48
which is our actual experience."
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fantasmagooriat, mis on meie tegelikud kogemused."
17:53
The story Americans tell,
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Lugu, mida ameeriklased räägivad,
17:55
the story upon which
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lugu, millel rajaneb
17:57
the American dream depends,
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Ameerika unelm,
17:59
is the story of limitless choice.
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on lugu piiramatutest valikutest.
18:02
This narrative
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See narratiiv
18:04
promises so much:
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lubab niivõrd palju:
18:06
freedom, happiness,
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vabadust, õnne,
18:08
success.
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edu.
18:10
It lays the world at your feet and says,
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See asetab maailma su jalge ette ja ütleb:
18:13
"You can have anything, everything."
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"Sa võid saada mida iganes, saada kõik."
18:17
It's a great story,
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See on suurepärane lugu
18:19
and it's understandable why they would be reluctant
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ja on arusaadav, miks nad ei taha
18:21
to revise it.
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seda redigeerida.
18:24
But when you take a close look,
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Aga kui vaadata lähemalt,
18:26
you start to see the holes,
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siis hakkate märkama auke
18:28
and you start to see that the story
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ning hakkate tähele panema,
18:30
can be told in many other ways.
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et lugu saab ka mitmel teisel moel rääkida.
18:33
Americans have so often tried to
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Ameeriklased on väga tihti püüdnud
18:35
disseminate their ideas of choice,
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levitada oma arusaama valikutest,
18:38
believing that they will be, or ought to be,
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uskudes, et neid võetaks, või peaks võetama
18:41
welcomed with open hearts and minds.
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vastu avatud südame ja meelega.
18:44
But the history books and the daily news tell us
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Kuid ajalooraamatud ja päevauudised ütlevad,
18:47
it doesn't always work out that way.
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et alati see nii ei lähe.
18:50
The phantasmagoria,
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See fantasmagooria,
18:52
the actual experience that we try to understand
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tegelik kogemus, millest me püüame aru saada
18:54
and organize through narrative,
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ja mida läbi narratiivi kuidagi korrastada,
18:57
varies from place to place.
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on erinevates paikades erinev.
19:00
No single narrative serves the needs
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Mitte ükski narratiiv ei teeni
19:02
of everyone everywhere.
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kõigi inimeste huve igal pool.
19:06
Moreover, Americans themselves
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Veelgi enam, ameeriklased ise
19:09
could benefit from incorporating
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võiksid kasu lõigata uute vaatenurkade
19:12
new perspectives into their own narrative,
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toomisest oma narratiivi,
19:15
which has been driving their choices
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mis on nende valikute tegemist
19:17
for so long.
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nii kaua juhtinud.
19:20
Robert Frost once said that,
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Robert Frost ütles kunagi:
19:23
"It is poetry that is lost in translation."
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"See on poeesia, mis on tõlkes kaduma läinud."
19:27
This suggests that
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Mõte viitab sellele, et
19:29
whatever is beautiful and moving,
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mis on kaunis ja liikuv,
19:31
whatever gives us a new way to see,
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mis iganes annab meile uue pilgu,
19:34
cannot be communicated to those
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seda ei saa edasi anda neile,
19:36
who speak a different language.
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kes räägivad teist keelt.
19:39
But Joseph Brodsky said that,
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Kuid Joseph Brodsky ütles:
19:41
"It is poetry
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"See on poeesia,
19:43
that is gained in translation,"
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mis on tõlkes juurde võidetud,"
19:45
suggesting that translation
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viidates sellele, et tõlge
19:47
can be a creative,
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võib olla loominguline
19:49
transformative act.
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ja muundav toiming.
19:52
When it comes to choice,
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Mis puudutab valikute tegemist,
19:54
we have far more to gain than to lose
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siis meil on rohkem võita kui kaotada,
19:57
by engaging in the many
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kui võtame kuulda
20:00
translations of the narratives.
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narratiivide erinevaid tõlkeid.
20:03
Instead of replacing
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Selle asemel, et asendada
20:05
one story with another,
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üks lugu teisega,
20:07
we can learn from and revel in
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saame õppida ja nautida
20:09
the many versions that exist
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mitut olemasolevat versiooni
20:12
and the many that have yet to be written.
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ning paljusid, mida pole veel kirja pandud.
20:15
No matter where we're from
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Kust iganes me pärit oleme
20:18
and what your narrative is,
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või milline iganes on sinu narratiiv,
20:20
we all have a responsibility
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meil kõigil on kohustus
20:22
to open ourselves up to a wider array
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avada end laiemale skaalale
20:24
of what choice can do,
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sellest, mida valik võib teha
20:27
and what it can represent.
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ja mida see võib esindada.
20:30
And this does not lead to
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Ja see ei vii mitte
20:32
a paralyzing moral relativism.
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halvava moraalse relatiivsuseni.
20:35
Rather, it teaches us when
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Pigem õpetab see meile,
20:37
and how to act.
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millal ja kuidas tegutseda.
20:39
It brings us that much closer
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See viib meid niivõrd palju lähemale
20:41
to realizing the full potential of choice,
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valimise täieliku potentsiaali mõistmiseni,
20:44
to inspiring the hope
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selle lootuse tekitamiseni
20:46
and achieving the freedom
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ja vabaduse saavutamiseni,
20:48
that choice promises
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mida valikuvõimalus lubab,
20:50
but doesn't always deliver.
509
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kuid alati ei paku.
20:52
If we learn to speak to one another,
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Kui me õpime teineteisega rääkima,
20:55
albeit through translation,
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olgugi läbi tõlke,
20:58
then we can begin to see choice
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siis me hakkame nägema valikut
21:00
in all its strangeness,
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kogu tema kummalisuses,
21:02
complexity
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keerulisuses
21:05
and compelling beauty.
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ja rabavas ilus.
21:07
Thank you.
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Tänan teid.
21:09
(Applause)
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(Aplaus)
21:20
Bruno Giussani: Thank you.
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Bruno Giussiani: Tänan teid.
21:23
Sheena, there is a detail about your biography
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Sheena, sinu eluloos on üks detail,
21:26
that we have not written in the program book.
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mida me kavalehele ei kirjutanud.
21:28
But by now it's evident to everyone in this room. You're blind.
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Kuid nüüdseks on see kõigile ruumis viibijatele selge. Sa oled pime.
21:31
And I guess one of the questions on everybody's mind is:
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Ja ma arvan, et kõigil mõlgub meeles üks küsimus:
21:34
How does that influence your study of choosing
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kuidas mõjutab see sinu uurimustööd valikutest,
21:37
because that's an activity
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kuna see on tegevus, mida
21:39
that for most people is associated with visual inputs
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enamik inimesi seostab visuaalsete signaalidega
21:42
like aesthetics and color and so on?
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nagu välimus ja värv ja nii edasi?
21:46
Sheena Iyengar: Well, it's funny that you should ask that
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Sheena Iyengar: naljakas, et sa seda küsid,
21:48
because one of the things that's interesting about being blind
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sest üks asi, mis pimeda inimese puhul huvitav on -
21:51
is you actually get a different vantage point
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nimelt on sul hoopis teine positsioon,
21:53
when you observe the way
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jälgides seda, kuidas nägijad
21:55
sighted people make choices.
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oma valikuid teevad.
21:57
And as you just mentioned, there's lots of choices out there
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Nagu sa just mainisid, maailmas on palju valikuid,
21:59
that are very visual these days.
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mis on visuaalsed.
22:01
Yeah, I -- as you would expect --
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Nagu te võite arvata,
22:03
get pretty frustrated by choices
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teevad valikud mulle vahel tuska -
22:05
like what nail polish to put on
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nagu näiteks millist küünelakki valida -
22:07
because I have to rely on what other people suggest.
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sest ma pean toetuma sellele, mida teised soovitavad.
22:09
And I can't decide.
538
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Ja ma ei saa ise otsustada.
22:11
And so one time I was in a beauty salon,
539
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Ükskord olin ma ilusalongis
22:13
and I was trying to decide between two very light shades of pink.
540
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ja püüdsin otsustada kahe väga heleda roosa rooni vahel.
22:16
And one was called "Ballet Slippers."
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Ühe nimetus oli "Balletikingad."
22:18
And the other one was called "Adorable."
542
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Ja teise nimetus oli "Hurmav".
22:21
(Laughter)
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(Naer)
22:23
And so I asked these two ladies,
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Niisiis küsisin nende kahe daami käest.
22:25
and the one lady told me, "Well, you should definitely wear 'Ballet Slippers.'"
545
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Üks daam vastas mulle: "Te peaksite kindlasti võtma "Balletikingad"."
22:27
"Well, what does it look like?"
546
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"Aga milline see välja näeb?"
22:29
"Well, it's a very elegant shade of pink."
547
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"Noh, sellel on väga elegantne roosa varjund."
22:31
"Okay, great."
548
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"Olgu, väga hea."
22:33
The other lady tells me to wear "Adorable."
549
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Teine daam soovitas mul valida "Hurmava."
22:35
"What does it look like?"
550
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"Milline see välja näeb?"
22:37
"It's a glamorous shade of pink."
551
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"Sellel on glamuurne roosa varjund."
22:41
And so I asked them, "Well, how do I tell them apart?
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Ma küsisin neilt: "Aga kuidas ma neil vahet teen?"
22:43
What's different about them?"
553
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"Mille poolest nad erinevad?"
22:45
And they said, "Well, one is elegant, the other one's glamorous."
554
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Nad ütlesid: "Üks on elegantne, teine on glamuurne."
22:47
Okay, we got that.
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Olgu, sellest me saime aru.
22:49
And the only thing they had consensus on:
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Ja ainus, milles nad üksmeelele jõudsid, oli see,
22:51
well, if I could see them, I would
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et kui ma neid näha suudaksin,
22:53
clearly be able to tell them apart.
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siis suudaksin neil ka selgelt vahet teha.
22:55
(Laughter)
559
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(Naer)
22:57
And what I wondered was whether they were being affected
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Ma mõtlesin, kas nende valikuid mõjutas
23:00
by the name or the content of the color,
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pigem toote nimi või selle värv.
23:02
so I decided to do a little experiment.
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Niisiis otsustasin teha väikese eksperimendi.
23:05
So I brought these two bottles of nail polish into the laboratory,
563
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Tõin need kaks pudelit küünelakki laborisse
23:08
and I stripped the labels off.
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ja koorisin neilt sildid maha.
23:10
And I brought women into the laboratory,
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Kutsusin laborisse naised
23:12
and I asked them, "Which one would you pick?"
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ja küsisin neilt: "Millise valiksite teie?"
23:14
50 percent of the women accused me of playing a trick,
567
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50 protsenti naistest süüdistasid mind pettuses,
23:17
of putting the same color nail polish
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et olen mõlemasse pudelisse pannud
23:19
in both those bottles.
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sama värvi laki.
23:21
(Laughter)
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(Naer)
23:23
(Applause)
571
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(Aplaus)
23:27
At which point you start to wonder who the trick's really played on.
572
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Sel hetkel hakkad kahtlema, et keda siin õieti petetud on.
23:30
Now, of the women that could tell them apart,
573
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Naised, kes kahe laki vahel vahet märkasid,
23:33
when the labels were off, they picked "Adorable,"
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valisid "Hurmava", kui sildid olid ära võetud,
23:36
and when the labels were on,
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ja kui sildid olid küljes,
23:38
they picked "Ballet Slippers."
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siis valisid nad "Balletikingad."
23:41
So as far as I can tell,
577
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Niipalju, kui mina asjast aru saan,
23:43
a rose by any other name
578
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siis roos paistab teist nime kandes
23:45
probably does look different
579
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teistsugune
23:47
and maybe even smells different.
580
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ja võib-olla koguni lõhnab teisiti.
23:50
BG: Thank you. Sheena Iyengar. Thank you Sheena.
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BG: Tänan teid. Sheena Iyengar. Tänan sind, Sheena.
23:53
(Applause)
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(Aplaus)
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