The Way We Work
Wendy De La Rosa: 3 psychological tricks to help you save money
Wendy De La Rosa: 3 trucos psicolóxicos para axudarche a aforrar cartos
Filmed:
Readability: 3.4
1,969,849 views
Todos queremos aforrar máis, pero, en xeral, hoxe a xente está a facelo cada vez menos. A científica do comportamento Wendy De La Rosa estuda como as persoas comúns toman decisións para mellorar o seu benestar financeiro. O que atopou pode axudarche a facer indoloro o compromiso de aforrar máis e gastar menos.
Wendy De La Rosa - Behavioral scientist
Wendy De La Rosa is a co-founder of Common Cents Lab, where she focuses on using behavioral science to help people make better financial decisions. Full bio
Wendy De La Rosa is a co-founder of Common Cents Lab, where she focuses on using behavioral science to help people make better financial decisions. Full bio
Double-click the English transcript below to play the video.
00:00
We all know that saving is important
0
365
1759
Todos sabemos que aforrar é importante
00:02
and is something that we should be doing.
1
2148
1994
e é algo que deberiamos estar facendo.
00:04
And yet, overall, we're doing
less and less of it.
less and less of it.
2
4166
2357
E aínda así, en xeral,
aforramos cada vez menos.
aforramos cada vez menos.
00:06
[The Way We Work]
3
6547
2602
[Como funcionamos]
00:10
We know what we need to do.
4
10822
1587
Sabemos o que debemos facer.
00:12
The question is: How do we do it?
5
12433
2135
A pregunta é: como o facemos?
00:14
And that's what I'm here to teach you.
6
14592
1826
E iso é o que vin a aprenderlles.
00:16
Your savings behavior
isn't a question of how smart you are
isn't a question of how smart you are
7
16442
2833
O seu comportamento de aforro
non depende do listo que sexa
non depende do listo que sexa
00:19
or how much willpower you have.
8
19299
1510
ou de canta forza de vontade teña.
00:20
The amount we save depends
on the environmental cues around us.
on the environmental cues around us.
9
20833
3277
O que aforramos depende
das claves ambientais que nos rodean.
das claves ambientais que nos rodean.
00:24
Let me give you an example.
10
24134
1413
Déixenme darlles un exemplo.
00:25
We ran a study in which, in one group,
11
25571
2508
Fixemos un estudo no que, nun grupo,
00:28
we showed people
their income on a monthly basis.
their income on a monthly basis.
12
28103
2896
amosábamoslle á xente
os seus ingresos mensualmente.
os seus ingresos mensualmente.
00:31
In another group, we showed people
their income on a weekly basis.
their income on a weekly basis.
13
31023
3643
Noutro grupo, amosamoslle á xente
os seus ingresos semanalmente.
os seus ingresos semanalmente.
00:34
And what we found was that people
who saw their income on a weekly basis
who saw their income on a weekly basis
14
34690
4286
E atopamos que a xente que vía
os seus ingresos semanalmente
os seus ingresos semanalmente
administraba mellor
os cartos durante todo o mes.
os cartos durante todo o mes.
00:39
were able to budget better
throughout the month.
throughout the month.
15
39000
2372
00:41
Now, it's important to know
16
41396
1300
Pero é importante saber
00:42
that we didn't change
how much money people were receiving,
how much money people were receiving,
17
42720
2777
que non cambiamos
a cantidade que recibía a xente,
a cantidade que recibía a xente,
00:45
we just changed the environment
in which they understood their income.
in which they understood their income.
18
45521
3314
senon tan só o ambiente
no que entendían os seus ingresos.
no que entendían os seus ingresos.
00:48
And environmental cues
like this have an impact.
like this have an impact.
19
48859
2445
E indicios ambientais
coma estes causan un impacto.
coma estes causan un impacto.
00:51
So I'm not going to share tricks with you
that you already know.
that you already know.
20
51328
3008
Non vou compartir con vostedes
trucos que xa saben.
trucos que xa saben.
00:54
I'm not going to tell you
how to open up a savings account
how to open up a savings account
21
54360
2762
Non lles vou dicir
como abrir unha conta de aforro
como abrir unha conta de aforro
ou como comezar a aforrar
para a súa xubilación.
para a súa xubilación.
00:57
or how to start saving
for your retirement.
for your retirement.
22
57146
2012
00:59
What I am going to share with you
is how to bridge this gap
is how to bridge this gap
23
59182
2885
O que vou compartir con vostedes
é como cubrir a distancia
é como cubrir a distancia
01:02
from your intentions to save
24
62091
1813
entre a súa intención de aforrar
01:03
and your actions.
25
63928
1294
e as súas accións.
01:05
Are you ready?
26
65246
1181
¿Prontos?
01:06
Here's number one:
27
66451
1191
Aquí vai o número un:
01:07
harness the power of pre-commitment.
28
67666
1747
aproveite o poder do compromiso previo.
01:09
Fundamentally, we think about ourselves
in two different ways:
in two different ways:
29
69437
3023
Básicamente, pensamos en nós mesmos
de dúas maneiras diferentes:
de dúas maneiras diferentes:
01:12
our present self and our future self.
30
72484
2461
o noso ser presente e o noso ser futuro.
01:14
In the future, we're perfect.
31
74969
1651
No futuro, somos perfectos.
01:16
In the future, we're going to
save for retirement,
save for retirement,
32
76644
2356
No futuro imos aforrar para a xubilación,
01:19
we're going to lose weight,
33
79024
1295
imos perder peso,
01:20
we're going to call our parents more.
34
80343
1793
imos chamar máis aos nosos pais.
01:22
But we oftentimes forget
that our future self
that our future self
35
82160
2125
Pero moitas veces esquecemos
que o noso ser futuro
que o noso ser futuro
01:24
is exactly the same person
as our present self.
as our present self.
36
84309
3040
é xustamente a mesma persoa
que o noso ser presente.
que o noso ser presente.
01:27
We know that one of the best times to save
is when you get your tax return.
is when you get your tax return.
37
87373
3579
Sabemos que un dos mellores momentos
para aforrar é coa devolución de impostos.
para aforrar é coa devolución de impostos.
01:30
So we tried an A/B test.
38
90976
1634
Así que fixemos unha proba A / B.
01:32
In the first group, we texted people
in early February,
in early February,
39
92634
3389
No primeiro grupo, enviamos un texto
ás persoas a principios de febreiro,
ás persoas a principios de febreiro,
01:36
hopefully before
they even filed for their taxes.
they even filed for their taxes.
40
96047
2452
agardando que fose antes
de presentaren os impostos.
de presentaren os impostos.
E preguntámoslles:
01:38
And we asked them,
41
98523
1159
01:39
"If you get a tax refund,
what percentage would you like to save?"
what percentage would you like to save?"
42
99706
3337
"Se recibe un reembolso de impostos,
que porcentaxe desexa gardar? "
que porcentaxe desexa gardar? "
01:43
Now this is a really hard question.
43
103067
1698
Esta é unha pregunta moi difícil.
01:44
They didn't know if they would
receive a tax refund or how much.
receive a tax refund or how much.
44
104789
3576
Non sabían se ían recibir unha devolución
ou cantos cartos serían.
ou cantos cartos serían.
01:48
But we asked the question anyway.
45
108389
1693
Pero nós fixemos a pregunta igual.
01:50
In the second group, we asked people
right after they received their refund,
right after they received their refund,
46
110106
4189
No segundo grupo, preguntamos á xente
xusto despois de recibir a súa devolución,
xusto despois de recibir a súa devolución,
01:54
"What percentage would you like to save?"
47
114319
1976
"Qué porcentaxe desexa aforrar?"
01:56
Now, here's what happened.
48
116319
1294
E isto foi o que aconteceu.
01:57
In that second condition, when people
just received their tax refund,
just received their tax refund,
49
117637
3935
Na segunda condición, cando
acaban de recibir a súa devolución,
acaban de recibir a súa devolución,
02:01
they wanted to save about 17 percent
of their tax refund.
of their tax refund.
50
121596
3121
querían aforrar preto do 17 por cento
da súa devolución.
da súa devolución.
02:04
But in the condition when we asked people
before they even filed their taxes,
before they even filed their taxes,
51
124741
4516
Pero na primeira condición, ao preguntar
antes de que presentasen os impostos,
antes de que presentasen os impostos,
02:09
savings rates increased
from 17 percent to 27 percent
from 17 percent to 27 percent
52
129281
4453
as taxas de aforro aumentaron
do 17 ao 27 por cento
do 17 ao 27 por cento
02:13
when we asked in February.
53
133758
1378
cando preguntamos en febreiro.
02:15
Why?
54
135160
1170
Por que?
02:16
Because you're committing
for your future self,
for your future self,
55
136354
2216
Porque se están comprometendo
vostedes co seu ser futuro,
vostedes co seu ser futuro,
02:18
and of course your future self
can save 27 percent.
can save 27 percent.
56
138594
2699
e por suposto o seu ser futuro
pode aforrar o 27 por cento.
pode aforrar o 27 por cento.
02:21
These large changes in savings behavior
57
141317
2603
Estes grandes cambios
no comportamento do aforro
no comportamento do aforro
02:23
came from the fact that we changed
the decision-making environment.
the decision-making environment.
58
143944
3159
viñeron por mor de cambiar
o ambiente da toma de decisións.
o ambiente da toma de decisións.
02:27
We want you to be able
to harness that same power.
to harness that same power.
59
147127
2419
E queremos que poidan
aproveitar ese mesmo poder.
aproveitar ese mesmo poder.
02:29
So take a moment
60
149570
1260
Así que tómense un momento
02:30
and think about the ways in which
you can sign up your future self
you can sign up your future self
61
150854
3415
e pensen nas formas nas que poden
compromenterse co seu ser futuro
compromenterse co seu ser futuro
02:34
for something that you know today
will be a little bit hard.
will be a little bit hard.
62
154293
2976
para algo que saben
que hoxe será un pouco duro.
que hoxe será un pouco duro.
02:37
Sign up for an app that lets you
make savings decisions in advance.
make savings decisions in advance.
63
157293
3659
Rexístrese nunha aplicación que lles deixen
tomar decisións de aforro con antelación.
tomar decisións de aforro con antelación.
02:40
The trick is, you have to have
that binding contract.
that binding contract.
64
160976
3206
O truco é: vostede ten que ter
ese contrato vinculante.
ese contrato vinculante.
02:44
Number two: use transition moments
to your advantage.
to your advantage.
65
164206
3602
Número dous: use momentos
de transición para a súa vantaxe.
de transición para a súa vantaxe.
02:47
We did an experiment with a website
66
167832
1884
Fixemos un experimento cun sitio web
02:49
that helps older adults
share their housing.
share their housing.
67
169740
2521
que axuda a adultos maiores
a compartir a súa vivenda.
a compartir a súa vivenda.
02:52
We ran two ads on social media,
68
172285
1952
Publicamos dous anuncios en redes sociais,
02:54
targeted to the same
population of 64-year-olds.
population of 64-year-olds.
69
174261
2842
dirixidos á mesma poboación de 64 anos.
02:57
In one group, we said,
"Hey, you're getting older.
"Hey, you're getting older.
70
177127
3041
Nun grupo dixemos:
"Ei, estás envellecendo.
"Ei, estás envellecendo.
03:00
Are you ready for retirement?
71
180192
1434
Está listo para xubilarse?
03:01
House sharing can help."
72
181650
1183
Compartir casa pode axudar ".
03:02
In the second group,
we got a little bit more specific
we got a little bit more specific
73
182857
2816
No segundo grupo,
fomos un pouco máis específicos
fomos un pouco máis específicos
03:05
and said, "You're 64 turning 65.
74
185697
2382
e dixemos: "Tes 64 anos, vas para 65.
03:08
Are you ready for retirement?
75
188103
1425
Está listo para xubilarse?
03:09
House sharing can help."
76
189552
1328
Compartir casa pode axudar ".
03:10
What we're doing in that second group
77
190904
1841
O que facemos nese segundo grupo
03:12
is highlighting that
a transition is happening.
a transition is happening.
78
192769
2492
é resaltar que están a pasar
unha transición.
unha transición.
03:15
All of a sudden,
79
195285
1151
E de súpeto,
03:16
we saw click-through rates,
and ultimately sign-up rates, increase
and ultimately sign-up rates, increase
80
196460
3122
vimos que aumentaron
as taxas de inscrición
as taxas de inscrición
03:19
when we highlight that.
81
199606
1160
cando resaltamos iso.
03:20
In psychology, we call this
the "fresh start effect."
the "fresh start effect."
82
200790
2717
En psicoloxía chamamos a isto
o "efecto novo comezo".
o "efecto novo comezo".
03:23
Whether it's the start of a new year
or even a new season,
or even a new season,
83
203531
3175
Sexa o comezo dun ano novo
ou incluso dunha nova tempada,
ou incluso dunha nova tempada,
03:26
your motivation to act increases.
84
206730
2434
A súa motivación para actuar aumenta.
03:29
So right now, put a meeting
request on your calendar
request on your calendar
85
209188
2549
Así que, agora mesmo,
apunte no seu calendario
apunte no seu calendario
03:31
for the day before your next birthday.
86
211761
1881
o día anterior ao seu seguinte cumpreanos.
03:33
Identify the one financial thing
you most want to do.
you most want to do.
87
213666
3092
Identifique o que
quere facer financieiramente.
quere facer financieiramente.
03:37
And commit yourself to it.
88
217063
1893
E comprométase con iso.
03:38
The third and final trick:
89
218980
1717
O terceiro e último truco:
03:40
get a handle on small, frequent purchases.
90
220721
3191
obteña control sobre as compras
pequenas e frecuentes.
pequenas e frecuentes.
03:43
We've run a few different studies
91
223936
2032
Fixemos algúns estudos diferentes
03:45
and found that the number one purchase
people say they regret, after bank fees,
people say they regret, after bank fees,
92
225992
4587
e atopamos que a compra número un
da que a xente se arrepinte,
da que a xente se arrepinte,
tras as taxas bancarias, é comer fóra.
03:50
is eating out.
93
230603
1150
03:51
It's a frequent purchase
we make almost every day,
we make almost every day,
94
231777
2778
É un gasto frecuente
que facemos case todos os días,
que facemos case todos os días,
03:54
and it's death by a thousand cuts.
95
234579
2171
e é un pozo sen fondo.
03:56
A coffee here, a burrito there ...
96
236774
2359
Un café aquí, un burrito alí ...
03:59
It adds up and decreases
our ability to save.
our ability to save.
97
239157
2846
Suma e diminúe
a nosa capacidade para aforrar.
a nosa capacidade para aforrar.
04:02
Back when I lived in New York City,
98
242713
1731
Cando vivía na cidade de Nova York,
04:04
I looked at my expenses
99
244468
1381
mirei os meus gastos
04:05
and saw that I spent over 2,000 dollars
on ride-sharing apps.
on ride-sharing apps.
100
245873
4190
e vin que gastaba máis de USD 2000
en aplicacións para compartir auto.
en aplicacións para compartir auto.
04:10
It was more than my New York City rent.
101
250087
2015
Era máis que meus gastos en vivenda
en New York.
en New York.
04:12
I vowed to make a change.
102
252126
1802
E prometín facer un cambio.
04:13
And the next month,
I spent 2,000 dollars again --
I spent 2,000 dollars again --
103
253952
2962
Ao mes seguinte, volvín gastar USD 2000,
04:16
no change, because the information
alone didn't change my behavior.
alone didn't change my behavior.
104
256938
3815
sen cambios, porque a información
por si soa non cambiou o comportamento.
por si soa non cambiou o comportamento.
04:20
I didn't change my environment.
105
260777
1699
Non cambiei o meu ambiente.
04:22
So now that I was 4,000 dollars
in the hole, I did two things.
in the hole, I did two things.
106
262500
3535
E agora que tiña un burato de
USD 4000, fixen dúas cousas.
USD 4000, fixen dúas cousas.
04:26
The first is that I unlinked
my credit card
my credit card
107
266059
2554
A primeira foi desvincular
a miña tarxeta de crédito
a miña tarxeta de crédito
04:28
from my car-sharing apps.
108
268637
1465
das miñas aplicacións.
04:30
Instead, I linked a debit card
that only had 300 dollars a month.
that only had 300 dollars a month.
109
270126
4096
E puxen no seu lugar unha tarxeta
de débito que só tiña USD 300 ao mes.
de débito que só tiña USD 300 ao mes.
04:34
If I needed more,
110
274246
1198
Se precisaba máis,
04:35
I had to go through the whole process
of adding a new card,
of adding a new card,
111
275468
2850
tiña que pasar todo o proceso
de engadir unha nova tarxeta,
de engadir unha nova tarxeta,
04:38
and we know that every click,
every barrier, changes our behavior.
every barrier, changes our behavior.
112
278342
4452
e sabemos que cada clic ou barreira
cambia o noso comportamento.
cambia o noso comportamento.
04:42
We aren't machines.
113
282818
1270
Non somos máquinas.
04:44
We don't carry around an abacus every day,
114
284112
2452
Non levamos un ábaco
con nós todos os días,
con nós todos os días,
04:46
adding up what we're spending,
in comparison to what we wanted.
in comparison to what we wanted.
115
286588
3686
engadindo o que estamos gastando,
en comparación co que queriamos.
en comparación co que queriamos.
04:50
But what our brains are very good at
116
290298
2254
Pero no que os nosos cerebros son moi bos
04:52
is counting up the number of times
we've done something.
we've done something.
117
292576
3151
é en contar o número de veces
que fixemos algo.
que fixemos algo.
04:55
So I gave myself a limit.
118
295751
1785
Así que me puxen un límite.
04:57
I can only use ride-sharing apps
three times a week.
three times a week.
119
297560
3558
Só podo usar aplicacións para
compartir auto tres veces á semana.
compartir auto tres veces á semana.
05:01
It forced me to ration my travels.
120
301142
2714
Iso obrigoume a racionar as miñas viaxes.
05:03
I got a handle on my car-sharing expenses
to the benefit of my husband,
to the benefit of my husband,
121
303880
3658
Controlei os meus gastos de compartir auto
polo ben do meu marido,
polo ben do meu marido,
05:07
because of the environmental
changes that I did.
changes that I did.
122
307562
2247
grazas aos cambios ambientais que fixen.
05:09
So get a handle on whatever
that purchase is for you,
that purchase is for you,
123
309833
2872
Así que leven un control en calquera
que sexa a súa compra,
que sexa a súa compra,
05:12
and change your environment
to make it harder to do so.
to make it harder to do so.
124
312729
2973
e cambie o seu entorno
para facela máis difícil.
para facela máis difícil.
05:16
Those are my tips for you.
125
316095
1801
Estes son os meus consellos.
05:17
But I want you to remember one thing.
126
317920
2135
Pero quero que lembre unha cousa.
05:20
As human beings, we can be irrational
when it comes to saving
when it comes to saving
127
320079
3927
Como seres humanos podemos
ser irracionais á hora de aforrar
ser irracionais á hora de aforrar
05:24
and spending and budgeting.
128
324030
1874
e gastar e administrar os cartos.
05:25
But luckily, we know this about ourselves,
129
325928
2246
Pero por sorte, coñecémonos,
05:28
and we can predict how we'll act
under certain environments.
under certain environments.
130
328198
3619
e podemos predicir como actuaremos
baixo certos ambientes.
baixo certos ambientes.
05:31
Let's do that with saving.
131
331841
1785
Fagámolo co aforro.
05:33
Let's change our environment
to help our future selves.
to help our future selves.
132
333650
3104
Cambiemos o noso entorno
para axudar ao noso ser futuro.
para axudar ao noso ser futuro.
ABOUT THE SPEAKER
Wendy De La Rosa - Behavioral scientistWendy De La Rosa is a co-founder of Common Cents Lab, where she focuses on using behavioral science to help people make better financial decisions.
Why you should listen
Wendy De La Rosa's work has been published in Scientific American, PBS Newshour, Forbes and Tech Crunch. In addition, she was recently named a Forbes "30 Under 30" honoree and a Daisy and Paul Soros scholar. De La Rosa is also a PhD at Stanford's Graduate School of Business focusing on consumer behavior.
Prior to starting Common Cents Lab, De La Rosa helped start Google's first behavioral economics unit, optimizing product strategy and design, customer retention and engagement, and revenue across 30+ teams. She was also a researcher at The Wharton School at the University of Pennsylvania, where she collaborated with Dr. Adam Grant on research and application projects related to organizational behavior, employee motivation and burn-out. She was also a private equity investor at Goldman Sachs.
De La Rosa holds a bachelor's in economics with a concentration in management and finance from Wharton. She graduated summa cum laude and Phi Beta Kappa. In her spare time, De La Rosa leads a monthly behavioral economic reading and discussion series.
Wendy De La Rosa | Speaker | TED.com