TEDSalon NY2011
Sheena Iyengar: How to make choosing easier
Sheena Iyengar: Kako biranje učiniti lakšim
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Svi mi želimo prilagođena iskustva i proizvode - no kada su suočeni sa 700 mogućnosti, kupci se zalede. Novim fascinantnim istraživanjem, Sheena Iyengar pokazuje kako tvrtke ( i ostali) mogu poboljšati iskustvo izbora.
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.
00:15
Do you know how many choices you make
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Znate li koliko izbora učinite
00:17
in a typical day?
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u jednom prosječnom danu?
00:20
Do you know how many choices you make
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Znate li koliko izbora učinite
00:22
in typical week?
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u jednom prosječnom tjednu?
00:24
I recently did a survey
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Nedavno sam provela istraživanje
00:26
with over 2,000 Americans,
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na preko 2000 Amerikanaca
00:28
and the average number of choices
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i prosječan broj izbora
00:30
that the typical American reports making
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koje učini prosječan Amerikanac
00:32
is about 70 in a typical day.
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je oko 70 u prosječnom danu.
00:35
There was also recently a study done with CEOs
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Nedavno je provedena studija u kojoj su sudjelovali izvršni direktori
00:39
in which they followed CEOs around for a whole week.
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u kojoj su ih pratili cijeli tjedan.
00:42
And these scientists simply documented all the various tasks
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Ti su znanstvenici jednostavno dokumentirali sve različite zadatke
00:45
that these CEOs engaged in
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u kojima su ti izvršni direktori sudjelovali
00:47
and how much time they spent engaging
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i koliko su vremena proveli uključeni
00:49
in making decisions related to these tasks.
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u donošenje odluka vezanih uz te zadatke.
00:51
And they found that the average CEO
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I otkriveno je da je prosječan izvršni direktor
00:54
engaged in about 139 tasks in a week.
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uključen u otprilike 139 zadataka kroz tjedan.
00:57
Each task was made up of many, many, many sub-choices of course.
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Svaki zadatak, naravno, sastojao se od puno, puno, puno podizbora.
01:01
50 percent of their decisions
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50 % njihovih izbora
01:03
were made in nine minutes or less.
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donešeno je u 9 minuta ili manje.
01:06
Only about 12 percent of the decisions
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Samo oko 12% izbora
01:09
did they make an hour or more of their time.
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činili su u sat ili više svog vremena.
01:13
Think about your own choices.
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Razmislite o svojim izborima.
01:15
Do you know how many choices
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Znate li koliko izbora
01:17
make it into your nine minute category
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dospije u vašu kategoriju od devet minuta
01:19
versus your one hour category?
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u odnosu na vašu kategoriju od jednog sata?
01:21
How well do you think you're doing
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Što mislite koliko ste dobri
01:23
at managing those choices?
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u donošenju tih odluka?
01:26
Today I want to talk
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Danas želim govoriti
01:28
about one of the biggest modern day choosing problems that we have,
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o jednom od najvećih problema koje imamo u vezi izbora danas,
01:31
which is the choice overload problem.
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a to je problem preopterećenosti izborima.
01:33
I want to talk about the problem
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Želim govoriti o problemu
01:35
and some potential solutions.
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i nekim mogućim rješenjima.
01:37
Now as I talk about this problem,
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Sada, dok govorim o ovom problemu,
01:39
I'm going to have some questions for you
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imat ću za vas neka pitanja
01:41
and I'm going to want to know your answers.
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i htjet ću znati vaše odgovore.
01:44
So when I ask you a question,
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Pa kada vam postavim pitanje,
01:46
since I'm blind,
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kako sam slijepa
01:48
only raise your hand if you want to burn off some calories.
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dignite ruku samo ako želite potrošiti par kalorija.
01:51
(Laughter)
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(Smijeh)
01:54
Otherwise, when I ask you a question,
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U protivnom, kada vam postavim pitanje
01:56
and if your answer is yes,
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i ako je odgovor da,
01:58
I'd like you to clap your hands.
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voljela bih da zaplješćete.
02:00
So for my first question for you today:
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Moje je prvo pitanje za vas danas:
02:03
Are you guys ready to hear about the choice overload problem?
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Ljudi, jeste li spremni čuti nešto o problemu preopterećenosti izborima?
02:06
(Applause)
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(Pljesak)
02:08
Thank you.
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Hvala.
02:11
So when I was a graduate student at Stanford University,
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Kada sam bila apsolvent na Sveučilištu Stanford,
02:13
I used to go to this very, very upscale grocery store;
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imala sam običaj ići u ovu vrlo, vrlo elitnu trgovinu namirnicama;
02:16
at least at that time it was truly upscale.
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bar je u to vrijeme bila istinski elitna.
02:18
It was a store called Draeger's.
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Bila je to trgovina zvana Draeger's.
02:21
Now this store, it was almost like going to an amusement park.
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Sad, ta trgovina, bila je gotovo kao da idete u zabavni park.
02:24
They had 250 different kinds of mustards and vinegars
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Imali su 250 različitih vrsta senfa i octa
02:27
and over 500 different kinds
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i preko 500 različitih vrsta
02:29
of fruits and vegetables
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voća i povrća
02:31
and more than two dozen different kinds of bottled water --
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i više od dvadeset različitih vrsta vode u bocama --
02:34
and this was during a time when we actually used to drink tap water.
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a to je bilo u vrijeme kad smo zapravo imali običaj piti vodu iz slavine.
02:38
I used to love going to this store,
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Voljela sam ići u tu trgovinu,
02:41
but on one occasion I asked myself,
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ali jednom prilikom zapitala sam se
02:43
well how come you never buy anything?
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kako to da nikada ništa ne kupim?
02:45
Here's their olive oil aisle.
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Evo njihove police s maslinovim uljima.
02:47
They had over 75 different kinds of olive oil,
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Imali su preko 75 različitih vrsta maslinovog ulja,
02:49
including those that were in a locked case
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uključujući i ona koja su bila u zaključanim kutijama,
02:51
that came from thousand-year-old olive trees.
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jer su napravljena od maslina s tisuću godina starih stabala.
02:55
So I one day decided to pay a visit to the manager,
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Jednog sam dana odlučila posjetiti voditelja
02:57
and I asked the manager,
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i pitala sam ga
02:59
"Is this model of offering people all this choice really working?"
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"Da li ovaj model pružanja ljudima svih ovih izbora stvarno uspijeva?"
03:02
And he pointed to the busloads of tourists
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On je pokazao u autobuse prepune turista
03:04
that would show up everyday,
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koji će se pojaviti svaki dan,
03:06
with cameras ready usually.
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obično sa spremnim kamerama.
03:08
We decided to do a little experiment,
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Odlučili smo napraviti mali pokus
03:11
and we picked jam for our experiment.
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i uzeli smo marmeladu za naš eksperiment.
03:13
Here's their jam aisle.
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Ovo je njihova polica marmelade.
03:15
They had 348 different kinds of jam.
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Imali su 348 različitih vrsta marmelade.
03:17
We set up a little tasting booth
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Postavili smo mali prostor za kušanje
03:19
right near the entrance of the store.
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odmah pokraj ulaza u trgovinu.
03:21
We there put out six different flavors of jam
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Tamo smo izložili šest različitih okusa marmelade
03:23
or 24 different flavors of jam,
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ili 24 različita okusa marmelade
03:26
and we looked at two things:
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i promatrali smo dvije stvari:
03:28
First, in which case
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Prvo, u kom slučaju
03:30
were people more likely to stop, sample some jam?
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su ljudi češće zastajali kušati uzorke marmelade?
03:33
More people stopped when there were 24, about 60 percent,
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Više se ljudi zaustavilo kada je bilo 24 vrste, oko 60%
03:36
than when there were six,
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a kad je bilo šest
03:38
about 40 percent.
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oko 40 %.
03:40
The next thing we looked at
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Sljedeća stvar koju smo promatrali
03:42
is in which case were people more likely
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bila je u kom su slučaju ljudi češće
03:44
to buy a jar of jam.
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kupovali staklenku marmelade.
03:46
Now we see the opposite effect.
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Sada smo uočili suprotan efekt.
03:48
Of the people who stopped when there were 24,
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Od ljudi koji su stali kada je bilo izloženo 24,
03:50
only three percent of them actually bought a jar of jam.
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samo je 3% njih kupilo staklenku marmelade.
03:53
Of the people who stopped when there were six,
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Od ljudi koji su se zaustavili kada je bilo šest,
03:56
well now we saw that 30 percent of them
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pa, tu smo vidjeli da ih je 30%
03:58
actually bought a jar of jam.
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zaista kupilo staklenku marmelade.
04:00
Now if you do the math,
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Ako to izračunate,
04:02
people were at least six times more likely to buy a jar of jam
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ljudi su šest puta češće kupovali staklenku marmelade
04:05
if they encountered six
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kada im je ponuđeno šest,
04:07
than if they encountered 24.
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nego kada su im ponuđene 24 vrste.
04:09
Now choosing not to buy a jar of jam
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Sada, odabrati ne kupiti staklenku marmelade
04:11
is probably good for us --
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vjerojatno je dobro za nas --
04:13
at least it's good for our waistlines --
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ako ništa drugo, dobro je za našu liniju --
04:15
but it turns out that this choice overload problem affects us
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ali čini se da ovaj problem preopterećenosti izborima utječe na nas
04:18
even in very consequential decisions.
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čak i kod vrlo važnih odluka.
04:21
We choose not to choose,
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Mi odabiremo ne odabrati,
04:23
even when it goes against our best self-interests.
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čak i kad to ide protiv našeg dobrog interesa.
04:26
So now for the topic of today: financial savings.
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Pa zato, za današnju temu: financijske uštede.
04:29
Now I'm going to describe to you a study I did
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Sada ću vam prepričati istraživanje koje sam provela
04:33
with Gur Huberman, Emir Kamenica, Wei Jang
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s Gurom Hubermanom, Emirom Kamenicom, Wei Jangom
04:36
where we looked at the retirement savings decisions
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u kojem smo proučavali odluke vezane za mirovinsku štednju
04:40
of nearly a million Americans
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približno 1 000 000 Amerikanaca
04:43
from about 650 plans
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od oko 650 planova,
04:46
all in the U.S.
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svih u U.S.
04:48
And what we looked at
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I ono što smo proučavali
04:50
was whether the number of fund offerings
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bilo je da li broj ponuda
04:52
available in a retirement savings plan,
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dostupnih u planu mirovinske štednje,
04:54
the 401(k) plan,
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401(k) plan,
04:56
does that affect people's likelihood
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utječe na vjerojatnost da ljudi
04:58
to save more for tomorrow.
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štede više za budućnost.
05:00
And what we found
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I otkrili smo da
05:02
was that indeed there was a correlation.
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je uistinu postojala povezanost.
05:05
So in these plans, we had about 657 plans
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U tim planovima, imali smo 657 planova
05:08
that ranged from offering people
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koji su ljudima nudili različito,
05:10
anywhere from two to 59 different fund offerings.
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sve od dvije pa do 59 ponuda različitih fondova.
05:13
And what we found was that,
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I ono što smo otkrili bilo je da
05:15
the more funds offered,
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što je bilo više ponuđenih fondova,
05:17
indeed, there was less participation rate.
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bio je uistinu manji postotak sudjelovanja.
05:20
So if you look at the extremes,
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Pa ako pogledate ekstreme,
05:22
those plans that offered you two funds,
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oni planovi koji vam nude 2 fonda,
05:24
participation rates were around in the mid-70s --
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udio sudjelovanja bio je oko sredine 70-og (percentila) --
05:27
still not as high as we want it to be.
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i dalje ne tako visok kao što bismo željeli da bude.
05:29
In those plans that offered nearly 60 funds,
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U onim planovima koji su nudili gotovo 60 fondova,
05:32
participation rates have now dropped
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postotak sudjelovanja pao je
05:35
to about the 60th percentile.
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do oko 60-og percentila.
05:38
Now it turns out
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Ispada da,
05:40
that even if you do choose to participate
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čak i ako odlučite sudjelovati
05:43
when there are more choices present,
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kada ima više mogućnosti izbora,
05:45
even then, it has negative consequences.
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čak i tada, postoje negativne posljedice.
05:48
So for those people who did choose to participate,
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Dakle, za one ljude koji su odlučili sudjelovati,
05:51
the more choices available,
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što je više dostupnih izbora,
05:53
the more likely people were
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veća je vjerojatnost da će ljudi
05:55
to completely avoid stocks or equity funds.
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u potpunosti izbjegavati dionice ili dioničke fondove.
05:58
The more choices available,
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Što je više izbora dostupno,
06:00
the more likely they were
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veća je vjerojatnost da će
06:02
to put all their money in pure money market accounts.
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uložiti sav svoj novac na obične račune.
06:04
Now neither of these extreme decisions
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Sada, ni jedna od ovih ekstremnih odluka
06:06
are the kinds of decisions
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nije vrsta odluke
06:08
that any of us would recommend for people
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koju bi itko od nas preporučio ljudima
06:10
when you're considering their future financial well-being.
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ako uzimate u obzir njihovu financijsku dobrobit u budućnosti.
06:13
Well, over the past decade,
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Pa, tijekom proteklog desetljeća,
06:15
we have observed three main negative consequences
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opazili smo tri glavne negativne posljedice
06:18
to offering people more and more choices.
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kod nuđenja ljudima sve više i više izbora.
06:21
They're more likely to delay choosing --
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Veća je vjerojatnost da će odgađati biranje --
06:23
procrastinate even when it goes against their best self-interest.
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odlagati čak i kada to ide protiv njihova najboljeg interesa.
06:26
They're more likely to make worse choices --
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Veća je vjerojatnost da će donijeti lošije odluke --
06:28
worse financial choices, medical choices.
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gore financijske odluke, zdravstvene odluke.
06:31
They're more likely to choose things that make them less satisfied,
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Oni su vjerojatnije birali stvari koje su ih činile manje zadovoljnima
06:34
even when they do objectively better.
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čak i kad su objektivno činili bolje.
06:37
The main reason for this
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Glavni razlog ovoga
06:39
is because, we might enjoy gazing at those giant walls
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je zato što mi možda i volimo gledati u te ogromne police
06:43
of mayonnaises, mustards, vinegars, jams,
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majoneze, senfa, octa, marmelade,
06:45
but we can't actually do the math of comparing and contrasting
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no mi zapravo ne možemo izvesti uspoređivanje
06:48
and actually picking from that stunning display.
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i, zapravo, izabrati iz te zapanjujuće ponude.
06:52
So what I want to propose to you today
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Dakle, što vam danas želim predložiti
06:54
are four simple techniques --
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četiri su jednostavne tehnike --
06:57
techniques that we have tested in one way or another
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tehnike koje smo testirali na ovaj ili onaj način
07:00
in different research venues --
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u različitim istraživačkim nišama --
07:02
that you can easily apply
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koje možete jednostavno upotrijebiti
07:04
in your businesses.
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u svom poslovanju.
07:06
The first: Cut.
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Prva: Rezati.
07:08
You've heard it said before,
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Čuli ste da se o ovom govorilo ranije,
07:10
but it's never been more true than today,
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ali nikada nije bilo istinitije nego što je danas
07:12
that less is more.
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da je manje više.
07:14
People are always upset when I say, "Cut."
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Ljudi se uvijek uznemire kad kažem: "Rezati."
07:17
They're always worried they're going to lose shelf space.
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Uvijek su zabrinuti da će izgubiti prodajni prostor.
07:19
But in fact, what we're seeing more and more
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No, ustvari, ono što viđamo sve više i više
07:22
is that if you are willing to cut,
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je da ako ste spremni rezati,
07:24
get rid of those extraneous redundant options,
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riješiti se onih suvišnih nevažnih opcija
07:26
well there's an increase in sales,
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pa, doći će do porasta u prodaji,
07:28
there's a lowering of costs,
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smanjenja troškova,
07:30
there is an improvement of the choosing experience.
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doći će do poboljšanja iskustva odabira.
07:34
When Proctor & Gamble
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Kada je Proctor & Gamble
07:36
went from 26 different kinds of Head & Shoulders to 15,
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prešao s 26 različitih vrsta Head & Shoulders-a (šampona) na 15,
07:38
they saw an increase in sales by 10 percent.
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doživjeli su porast u prodaji za 10%.
07:41
When the Golden Cat Corporation
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Kada se Golden Cat Corporation
07:43
got rid of their 10 worst-selling cat litter products,
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riješila 10 najslabije prodavanih prostirki za mačke,
07:45
they saw an increase in profits
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doživjeli su povećanje profita
07:47
by 87 percent --
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od 87% --
07:49
a function of both increase in sales
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što je odraz i porasta u prodaji
07:51
and lowering of costs.
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i smanjenja troškova.
07:53
You know, the average grocery store today
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Znate, prosječna prodavaonica namirnica danas
07:55
offers you 45,000 products.
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vam nudi 45 000 proizvoda.
07:57
The typical Walmart today offers you 100,000 products.
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Tipičan Walmart danas vam nudi 100 000 proizvoda.
08:00
But the ninth largest retailer,
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Ali deveti najveći prodavač,
08:05
the ninth biggest retailer in the world today
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deveti najveći prodavač u svijetu danas
08:07
is Aldi,
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je Aldi
08:09
and it offers you only 1,400 products --
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i on vam nudi samo 1 400 proizvoda --
08:12
one kind of canned tomato sauce.
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jednu vrstu konzerviranog sosa od rajčice.
08:15
Now in the financial savings world,
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Sada, u financijskom svijetu štednje,
08:17
I think one of the best examples that has recently come out
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mislim da je najbolji primjer koji se nedavno pojavio
08:20
on how to best manage the choice offerings
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o tome kako se najbolje snaći u izboru ponuda
08:23
has actually been something that David Laibson was heavily involved in designing,
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zapravo nešto u čije stvaranje je bio jako upleten David Laibson.
08:26
which was the program that they have at Harvard.
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To je bio program koji imaju na Harvardu.
08:28
Every single Harvard employee
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Baš svaki zaposlenik na Harvardu
08:30
is now automatically enrolled
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sada je automatski uključen
08:32
in a lifecycle fund.
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u fond životnog ciklusa.
08:34
For those people who actually want to choose,
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Onim ljudima koji doista žele izabrati
08:36
they're given 20 funds,
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dano je 20 fondova,
08:38
not 300 or more funds.
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ne 300 ili više fondova.
08:40
You know, often, people say,
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Znate, ljudi često kažu
08:42
"I don't know how to cut.
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"Ne znam kako rezati.
08:44
They're all important choices."
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Sve su to važni izbori."
08:46
And the first thing I do is I ask the employees,
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I prva stvar koju učinim je da pitam zaposlenike:
08:49
"Tell me how these choices are different from one another.
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"Recite mi kako su ti izbori različiti jedan od drugog.
08:51
And if your employees can't tell them apart,
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I ako ih vaši zaposlenici ne mogu razlikovati,
08:53
neither can your consumers."
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ne mogu niti vaši potrošači."
08:56
Now before we started our session this afternoon,
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Prije nego što smo započeli naše predavanje ovog poslijepodneva,
08:59
I had a chat with Gary.
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razgovarala sam s Garyem.
09:01
And Gary said that he would be willing
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I Gary je rekao da bi pristao
09:04
to offer people in this audience
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ponuditi ljudima u publici
09:06
an all-expenses-paid free vacation
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besplatno putovanje sa svim plaćenim troškovima
09:09
to the most beautiful road in the world.
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najljepšom cestom na svijetu.
09:13
Here's a description of the road.
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Evo opisa puta.
09:16
And I'd like you to read it.
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I voljela bih da ga pročitate.
09:18
And now I'll give you a few seconds to read it
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Sad ću vam dati nekoliko trenutaka da ga pročitate
09:20
and then I want you to clap your hands
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i onda želim da zaplješćete
09:22
if you're ready to take Gary up on his offer.
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ako ste spremni prihvatiti Garyevu ponudu.
09:24
(Light clapping)
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(Lagan pljesak)
09:26
Okay. Anybody who's ready to take him up on his offer.
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Dobro. Bilo tko tko želi pristati na njegovu ponudu.
09:29
Is that all?
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Je li to sve?
09:31
All right, let me show you some more about this.
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Dobro, dopustite da vam pokažem malo više o ovome.
09:34
(Laughter)
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(Smijeh)
09:37
You guys knew there was a trick, didn't you.
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Znali ste da postoji trik, zar ne?
09:44
(Honk)
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(Truba)
09:46
Now who's ready to go on this trip.
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A tko je spreman ići na ovo putovanje?
09:49
(Applause)
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(Pljesak)
09:51
(Laughter)
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(Smijeh)
09:53
I think I might have actually heard more hands.
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Mislim da sam zapravo čula više ruku.
09:56
All right.
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Dobro.
09:58
Now in fact,
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Sada, zapravo,
10:00
you had objectively more information
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objektivno ate imali više informacija
10:02
the first time around than the second time around,
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prvi put nego drugi put,
10:04
but I would venture to guess
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ali ja bih se usudila nagađati
10:06
that you felt that it was more real the second time around.
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da ste osjećali da je drugi put bilo realnije.
10:10
Because the pictures made it feel
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Zato što su slike dale
10:12
more real to you.
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realniju predodžbu.
10:14
Which brings me to the second technique
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Što me dovodi do druge tehnike
10:16
for handling the choice overload problem,
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za nošenje s problemom preopterećenosti izborima,
10:18
which is concretization.
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a to je konkretizacija.
10:20
That in order for people to understand
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Kako bi ljudi razumjeli
10:22
the differences between the choices,
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razlike između izbora,
10:24
they have to be able to understand
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moraju moći razumjeti
10:26
the consequences associated with each choice,
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posljedice povezane sa svakim izborom
10:29
and that the consequences need to be felt
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i da posljedice trebaju biti doživljene
10:32
in a vivid sort of way, in a very concrete way.
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vrlo živopisno, na vrlo konkretan način.
10:36
Why do people spend an average of 15 to 30 percent more
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Zašto ljudi prosječno troše 15 -30% više
10:39
when they use an ATM card or a credit card
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kada koriste karticu za bankomat ili kreditnu karticu
10:41
as opposed to cash?
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u odnosu na gotovinu?
10:43
Because it doesn't feel like real money.
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Zato što ih ne doživljavaju kao stvaran novac.
10:45
And it turns out
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I ispada da
10:47
that making it feel more concrete
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čineći da doživljavaju konkretnije
10:49
can actually be a very positive tool
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može zapravo biti vrlo pozitivan alat
10:51
to use in getting people to save more.
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koji se može iskoristiti kako bi ljudi više štedjeli.
10:53
So a study that I did with Shlomo Benartzi
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Tako istraživanje koje sam provela sa Shlomom Benartzijem
10:55
and Alessandro Previtero,
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i Alessandrom Previterom,
10:57
we did a study with people at ING --
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proveli smo istraživanje s ljudima u ING-u --
11:01
employees that are all working at ING --
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zaposlenicima koji svi rade u ING-u --
11:04
and now these people were all in a session
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i svi ti ljudi bili su u programu
11:06
where they're doing enrollment for their 401(k) plan.
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u kojem su se trebali upisati za svoj plan mirovinske štednje.
11:09
And during that session,
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Tijekom tog programa
11:11
we kept the session exactly the way it used to be,
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ostavili smo sve točno kako je i bilo,
11:13
but we added one little thing.
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osim što smo dodali jednu sitnicu.
11:16
The one little thing we added
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Ta sitnica koju smo dodali
11:19
was we asked people
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bila je da smo pitali ljude
11:21
to just think about all the positive things that would happen in your life
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jednostavno da razmisle o svim dobrim stvarima koje će se dogoditi u životu
11:24
if you saved more.
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ako više uštediš.
11:26
By doing that simple thing,
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Čineći tu jednostavnu stvar,
11:29
there was an increase in enrollment by 20 percent
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dogodilo se povećanje u upisu od 20%
11:32
and there was an increase in the amount of people willing to save
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i došlo je do povećanja u broju ljudi spremnih na štednu
11:35
or the amount that they were willing to put down into their savings account
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ili količine koju su bili spremi uložiti na svoje štedne račune
11:38
by four percent.
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za 4%.
11:40
The third technique: Categorization.
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Treća tehnika: Kategorizacija.
11:43
We can handle more categories
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Mi možemo baratati s većim brojem kategorija
11:46
than we can handle choices.
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nego brojem izbora.
11:48
So for example,
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Na primjer,
11:50
here's a study we did in a magazine aisle.
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evo istraživanja koje smo proveli na odjelu časopisa.
11:52
It turns out that in Wegmans grocery stores
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Pokazalo se da u Wegmans trgovinama namirnicama
11:54
up and down the northeast corridor,
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uzduž sjeveroistočnog hodnika,
11:56
the magazine aisles range anywhere
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police s novinama sadrže
11:58
from 331 different kinds of magazines
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od 331 različitih vrsta časopisa
12:00
all the way up to 664.
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pa sve do 664.
12:03
But you know what?
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Ali znate što?
12:05
If I show you 600 magazines
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Ako vam pokažem 600 časopisa
12:07
and I divide them up into 10 categories,
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i podijelim ih u 10 kategorija,
12:10
versus I show you 400 magazines
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u odnosu na to da vam pokažem 400 časopisa
12:12
and divide them up into 20 categories,
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i podijelim ih u 20 kategorija,
12:15
you believe that I have given you
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vjerovat ćete da sam vam dala
12:17
more choice and a better choosing experience
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više izbora i bolju mogućnost izbora
12:19
if I gave you the 400
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ako vam dam 400,
12:21
than if I gave you the 600.
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nego ako vam ih dam 600.
12:23
Because the categories tell me how to tell them apart.
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Zato što mi kategorije kažu kako da ih razlikujem.
12:28
Here are two different jewelry displays.
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Tu sa dva različita pulta s nakitom.
12:31
One is called "Jazz" and the other one is called "Swing."
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Jedan se zove "Jazz", a drugi je nazvan "Swing".
12:34
If you think the display on the left is Swing
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Ako mislite da je pult s lijeva Swing,
12:37
and the display on the right is Jazz,
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a pult s desna Jazz,
12:40
clap your hands.
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zaplješćite.
12:42
(Light Clapping)
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(Lagani pljesak)
12:44
Okay, there's some.
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Ok, evo malo.
12:46
If you think the one on the left is Jazz and the one on the right is Swing,
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Ako mislite da je ovaj s lijeva Jazz, a ovaj s desna Swing
12:48
clap your hands.
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zaplješćite.
12:50
Okay, a bit more.
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Ok, malo bolje.
12:52
Now it turns out you're right.
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Ispada da ste u pravu.
12:54
The one on the left is Jazz and the one on the right is Swing,
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Onaj s lijeva je Jazz, a onaj s desna je Swing,
12:56
but you know what?
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ali što zapravo znate?
12:58
This is a highly useless categorization scheme.
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Ovo je krajnje neupotrebljiva shema kategorizacije.
13:01
(Laughter)
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(Smijeh)
13:03
The categories need to say something
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Kategorije nešto trebaju reći
13:06
to the chooser, not the choice-maker.
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onome tko bira, a ne biti razlog izbora.
13:09
And you often see that problem
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A često vidite taj problem
13:11
when it comes down to those long lists of all these funds.
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kada dođe do onih dugih lista tih fondova.
13:14
Who are they actually supposed to be informing?
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Koga bi oni zapravo trebali informirati?
13:18
My fourth technique: Condition for complexity.
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Moja četvrta tehnika: Uvjet za složenost.
13:21
It turns out we can actually
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Ispada da zapravo možemo
13:23
handle a lot more information than we think we can,
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baratati s puno više informacija nego što mislimo da možemo,
13:25
we've just got to take it a little easier.
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samo moramo sve malo pojednostaviti.
13:27
We have to gradually increase the complexity.
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Trebamo postepeno povećavati složenost.
13:30
I'm going to show you one example of what I'm talking about.
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Pokazat ću vam jedan primjer onoga o čemu govorim.
13:33
Let's take a very, very complicated decision:
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Uzmimo jednu vrlo, vrlo složenu odluku:
13:35
buying a car.
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kupovina auta.
13:37
Here's a German car manufacturer
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Imamo Njemačkog proizvođača auta
13:39
that gives you the opportunity to completely custom make your car.
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koji vam daje priliku da u potpunosti odaberete svojstva svog auta.
13:42
You've got to make 60 different decisions,
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Trebate donijeti 60 različitih odluka
13:44
completely make up your car.
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kako biste do kraja "sastavili" svoj auto.
13:46
Now these decisions vary
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Ove odluke variraju
13:48
in the number of choices that they offer per decision.
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u broju mogućih izbora koje oni nude po jednoj odluci.
13:51
Car colors, exterior car colors --
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Boja auta, vanjska boja auta --
13:53
I've got 56 choices.
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imam 56 izbora.
13:55
Engines, gearshift -- four choices.
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Motori, mjenjač -- četiri izbora.
13:58
So now what I'm going to do
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I sad ću
14:00
is I'm going to vary the order in which these decisions appear.
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varirati redoslijed kojim se ovi izbori pojavljuju.
14:03
So half of the customers
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Polovica kupaca
14:05
are going to go from high choice, 56 car colors,
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krenut će od složenijeg izbora, 56 boja za auto,
14:07
to low choice, four gearshifts.
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prema jednostavnijem izboru, četiri mjenjača.
14:10
The other half of the customers
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Druga polovica kupaca
14:12
are going to go from low choice, four gearshifts,
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ići će od jednostavnijeg izbora, četiri mjenjača
14:14
to 56 car colors, high choice.
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prema 56 boja auta, složenijem izboru.
14:17
What am I going to look at?
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Što ću ja promatrati?
14:19
How engaged you are.
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Koliko ste uključeni.
14:21
If you keep hitting the default button per decision,
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Ako nastavite pritiskati zadani gumb za odluku,
14:24
that means you're getting overwhelmed,
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to znači da postajete preplavljeni,
14:26
that means I'm losing you.
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to znači da vas gubim.
14:28
What you find
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Ono što otkrijete
14:30
is the people who go from high choice to low choice,
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jest da ljudi koji idu od složenijeg izbora prema jednostavinijem
14:32
they're hitting that default button over and over and over again.
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biraju zadani gumb opet i opet i opet iznova.
14:35
We're losing them.
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Njih gubimo.
14:37
They go from low choice to high choice,
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Oni idu od jednostavnijeg izbora ka složenijem izboru,
14:39
they're hanging in there.
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oni tamo zapnu.
14:41
It's the same information. It's the same number of choices.
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Informacija je ista. Isti je broj izbora.
14:44
The only thing that I have done
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Jedina razlika koju sam napravila
14:46
is I have varied the order
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jest da sam varirala redoslijed
14:48
in which that information is presented.
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kojim je ta informacija prikazana.
14:50
If I start you off easy,
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Ako vas polagano uvodim,
14:52
I learn how to choose.
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učite kako odabrati.
14:54
Even though choosing gearshift
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Iako odabir mjenjača
14:57
doesn't tell me anything about my preferences for interior decor,
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ne govori ništa o mojim izborima unutanjeg uređenja,
15:00
it still prepares me for how to choose.
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svejedno me priprema na to kako izabrati.
15:03
It also gets me excited about this big product that I'm putting together,
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Također me čini uzbuđenom oko tog velikog proizvoda koji sastavljam
15:06
so I'm more willing to be motivated
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pa sam više motivirana
15:08
to be engaged.
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da se uključim.
15:10
So let me recap.
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Dopustite da sažmem.
15:12
I have talked about four techniques
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Govorila sam o četiri tehnike
15:15
for mitigating the problem of choice overload --
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za olakšavanje problema preopterećenosti izborima --
15:18
cut -- get rid of the extraneous alternatives;
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rezati -- oslobodite se nevažnih alternativa;
15:21
concretize -- make it real;
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konkretizirati -- učinite stvarnim;
15:24
categorize -- we can handle more categories, less choices;
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kategorizirati -- možemo baratati s više kategorija, manje izbora;
15:28
condition for complexity.
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uvjetovanje za kompleksnost.
15:31
All of these techniques that I'm describing to you today
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Sve ove tehnike koje sam vam danas opisala
15:34
are designed to help you manage your choices --
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osmišljene su da vam pomognu upravljati izborima --
15:37
better for you, you can use them on yourself,
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bolje za vas, možete ih koristiti za sebe,
15:40
better for the people that you are serving.
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bolje za ljude s kojima radite.
15:42
Because I believe that the key
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Zato što vjerujem da je ključ
15:44
to getting the most from choice
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najveće dobiti od izbora
15:46
is to be choosy about choosing.
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u tome da budete izbirljivi kod biranja.
15:49
And the more we're able to be choosy about choosing
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Što više budemo izbirljivi kod biranja
15:51
the better we will be able
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bolje ćemo moći
15:53
to practice the art of choosing.
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15:55
Thank you very much.
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Hvala vam puno.
15:57
(Applause)
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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