TEDxCambridge
Michael Norton: How to buy happiness
Michael Norton: Kako kupiti sreću
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Na TEDxCambridge-u, Michael Norton govori o fascinantnom istraživanju prema kojem novac uistinu može kupiti sreću - kada ga ne trošite na sebe. Slušajte iznenađujuće podatke o mnogobrojnim načinima prosocijalnog trošenja koje može koristiti vama, vašem poslu, i (naravno) drugim ljudima.
Michael Norton - Social science researcher
Through clever studies, Michael Norton studies how we feel about what we buy and spend. Full bio
Through clever studies, Michael Norton studies how we feel about what we buy and spend. Full bio
Double-click the English transcript below to play the video.
00:15
So I want to talk today about money and happiness,
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Danas želim govoriti o novcu i sreći,
00:18
which are two things
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što su dvije stvari
00:20
that a lot of us spend a lot of our time thinking about,
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za razmišljanje o kojima mnogi od nas troše mnogo svog vremena,
00:22
either trying to earn them or trying to increase them.
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ili ih pokušavajući zaraditi ili pokušavajući ih povećati .
00:25
And a lot of us resonate with this phrase.
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I mnogi od nas se slažu s tom rečenicom.
00:27
So we see it in religions and self-help books,
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Vidimo u religijama i knjigama za samopomoć,
00:29
that money can't buy happiness.
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da novac ne može kupiti sreću.
00:31
And I want to suggest today that, in fact, that's wrong.
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A danas želim pretpostaviti da je to, u biti, netočno.
00:34
(Laughter)
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(Smijeh)
00:36
I'm at a business school, so that's what we do.
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Ja sam u poslovnoj školi pa je to ono što radimo.
00:38
So that's wrong, and, in fact, if you think that,
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Dakle, to je netočno, i, u biti, ako tako mislite,
00:41
you're actually just not spending it right.
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zapravo ga ne trošite ispravno.
00:43
So that instead of spending it the way you usually spend it,
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Dakle, umjesto da ga trošite na uobičajeni način na koji to činite,
00:45
maybe if you spent it differently,
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možda ako ga potrošite drugačije,
00:47
that might work a little bit better.
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to bi moglo ispasti malčice bolje.
00:49
And before I tell you the ways that you can spend it that will make you happier,
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I prije no što vam kažem načine na koje ga možete potrošiti, a da vas to učini sretnijima,
00:52
let's think about the ways we usually spend it
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razmislimo o načinima na koje ga obično trošimo,
00:54
that don't, in fact, make us happier.
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a koji nas, zapravo, ne čine sretnijima.
00:56
We had a little natural experiment.
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Imali smo mali prirodni pokus.
00:58
So CNN, a little while ago, wrote this interesting article
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Dakle, CNN je nedavno napisao ovaj zanimljiv članak
01:01
on what happens to people when they win the lottery.
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o tome što se dogodi s ljudima kada dobiju na lotu.
01:04
It turns out people think when they win the lottery their lives are going to be amazing.
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Ispada da ljudi misle da će njihovi životi biti nevjerojatni kada dobiju na lotu.
01:07
This article's about how their lives get ruined.
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Ovaj članak govori o tome kako se njihovi životi unište.
01:09
So what happens when people win the lottery
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Dakle, ono što se dogodi kada ljudi dobiju na lotu
01:11
is, number one, they spend all the money and go into debt,
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jest, kao prvo, da potroše sav novac i odu u dug,
01:14
and number two, all of their friends and everyone they've ever met
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i kao drugo, svi njihovi prijatelji i svi ljudi koje su ikad upoznali
01:17
find them and bug them for money.
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pronađu ih i žicaju ih novac.
01:19
And it ruins their social relationships, in fact.
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A to, u biti, uništi njihove društvene veze.
01:21
So they have more debt and worse friendships
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Pa imaju više dugova i lošija prijateljstva
01:23
than they had before they won the lottery.
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nego prije no što su dobili na lotu.
01:25
What was interesting about the article
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Ono što je zanimljivo kod tog članka
01:27
was people started commenting on the article, readers of the thing.
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jest da su ljudi počeli komentirati članak, čitatelji članka.
01:30
And instead of talking about
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I umjesto da govore o
01:32
how it had made them realize that money doesn't lead to happiness,
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tome kako ih je to dovelo do spoznaje da novac ne vodi do sreće,
01:34
everyone instantly started saying,
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svi su odmah počeli govoriti:
01:36
"You know what I would do if I won the lottery ... ?"
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"Znaš li što bih ja učinio da dobijem na lotu...?"
01:38
and fantasizing about what they'd do.
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i fantazirati o tome što bi napravili.
01:40
And here's just two of the ones we saw that are just really interesting to think about.
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I evo samo dva od onih za koje smo primijetili da su zanimljivi za razmišljanje.
01:43
One person wrote in, "When I win, I'm going to buy my own little mountain
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Netko je napisao: "Kada ja dobijem, kupit ću vlastitu malu planinu
01:46
and have a little house on top."
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i imati malu kuću na njenom vrhu."
01:48
(Laughter)
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(Smijeh)
01:50
And another person wrote, "I would fill a big bathtub with money
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Jedna druga osoba je napisala: "Ja bih napunio veliku kadu novcem
01:53
and get in the tub while smoking a big fat cigar
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i ušao u nju pušeći veliku debelu cigaru
01:55
and sipping a glass of champagne."
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i pijuckajući čašu šampanjca."
01:57
This is even worse now: "Then I'd have a picture taken
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Ovo sad je još gore: "Tada bih se slikao
01:59
and dozens of glossies made.
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i dao napraviti desetke slika.
02:01
Anyone begging for money or trying to extort from me
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Bilo tko tko bi me molio za novac ili ga pokušao iznuditi od mene
02:03
would receive a copy of the picture and nothing else."
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dobio bi primjerak slike i ništa drugo."
02:06
(Laughter)
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(Smijeh)
02:09
And so many of the comments were exactly of this type,
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I toliko komentara je bilo baš tog tipa,
02:11
where people got money
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gdje su ljudi dobili novac
02:13
and, in fact, it made them antisocial.
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i, zapravo, to ih je učinilo antisocijalnima.
02:15
So I told you that it ruins people's lives and that their friends bug them.
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Rekao sam vam da to uništi ljudske živote i da ih prijatelji gnjave.
02:18
It also, money often makes us feel very selfish
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Također, zbog novca se često osjećamo sebičnima
02:20
and we do things only for ourselves.
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i činimo stvari samo za sebe.
02:22
Well maybe the reason that money doesn't make us happy
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Pa možda je razlog što nas novac ne usrećuje
02:24
is that we're always spending it on the wrong things,
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taj da ga uvijek trošimo na krive stvari,
02:26
and in particular, that we're always spending it on ourselves.
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posebice to što ga uvijek trošimo na sebe.
02:29
And we thought, I wonder what would happen
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I pomislili smo, pitam se što bi se dogodilo
02:31
if we made people spend more of their money on other people.
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kada bismo potakli ljude da troše više svog novca na druge ljude.
02:33
So instead of being antisocial with your money,
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Umjesto da ste antisocijalni sa svojim novcem,
02:36
what if you were a little more prosocial with your money?
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što kada biste bili malo više prosocijalni sa svojim novcem?
02:38
And we thought, let's make people do it and see what happens.
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I pomislili smo, hajmo natjerati ljude da to učine i pogledajmo što će se dogoditi.
02:40
So let's have some people do what they usually do
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Dakle, neka neki ljudi učine ono što i inače čine
02:42
and spend money on themselves,
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i potroše novac na sebe,
02:44
and let's make some people give money away,
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a druge ljude natjerajmo da daju svoj novac,
02:46
and measure their happiness and see if, in fact, they get happier.
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i izmjerimo njihovu sreću i provjerimo da li su, u biti, postali sretnijima.
02:49
So the first way that we did this.
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Evo prvog načina na koji smo to učinili.
02:51
On one Vancouver morning, we went out on the campus
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Jednog jutra u Vancouveru, otišli smo na kampus
02:53
at University of British Columbia
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Sveučilišta Britanske Kolumbije
02:55
and we approached people and said, "Do you want to be in an experiment?"
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i prišli smo ljudima s pitanjem: "Želite li sudjelovati u pokusu?"
02:57
They said, "Yes."
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Rekli su: "Želimo."
02:59
We asked them how happy they were, and then we gave them an envelope.
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Pitali smo ih koliko su sretni, a onda smo im dali kuvertu.
03:02
And one of the envelopes had things in it that said,
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Jedna od kuverti imala je poruku koja je glasila:
03:04
"By 5:00 pm today, spend this money on yourself."
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"Do 17h danas, potrošite ovaj novac na sebe."
03:07
So we gave some examples of what you could spend it on.
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Pa smo dali neke primjere načina na koji ga se može potrošiti.
03:10
Other people, in the morning, got a slip of paper that said,
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Drugi ljudi su, ujutro, dobili komad papira s porukom:
03:12
"By 5:00 pm today, spend this money on somebody else."
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"Do 17h danas, potrošite ovaj novac na nekoga drugoga."
03:15
Also inside the envelope was money.
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A u kuverti je bio novac.
03:17
And we manipulated how much money we gave them.
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I manipulirali smo iznosom novca koji su dobili.
03:19
So some people got this slip of paper and five dollars.
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Neki ljudi su dobili ovaj komad papira i pet dolara.
03:22
Some people got this slip of paper and 20 dollars.
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Neki su dobili ovaj komad papira i 20 dolara.
03:25
We let them go about their day. They did whatever they wanted to do.
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Pustili smo ih da prožive svoj dan. Radili su što god su htjeli raditi.
03:28
We found out that they did in fact spend it in the way that we asked them to.
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Otkrili smo da su ga zapravo potrošili na način koji smo tražili da to i učine.
03:31
We called them up at night and asked them,
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Nazvali smo ih u noći i pitali:
03:33
"What'd you spend it on, and how happy do you feel now?"
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"Na što ste ga potrošili i koliko sretnima se sada osjećate?"
03:35
What did they spend it on?
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Na što su ga potrošili?
03:37
Well these are college undergrads, so a lot of what they spent it on for themselves
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Pa ovo su studenti pa su velik dio onoga što su kupili sebi
03:39
were things like earrings and makeup.
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bile stvari poput naušnica i šminke.
03:41
One woman said she bought a stuffed animal for her niece.
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Jedna je žena rekla da je kupila plišanu igračku za svoju nećakinju.
03:44
People gave money to homeless people.
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Ljudi su dali novac beskućnicima.
03:46
Huge effect here of Starbucks.
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Velik utjecaj Starbucksa.
03:49
(Laughter)
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(Smijeh)
03:51
So if you give undergraduates five dollars, it looks like coffee to them
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Dakle, ako studentima date pet dolara, to njima izgleda kao kava
03:54
and they run over to Starbucks and spend it as fast as they can.
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i otrče do Starbucksa i potroše ga najbrže što mogu.
03:57
But some people bought a coffee for themselves, the way they usually would,
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No, neki ljudi su kupili kavu za sebe, kao što bi to i inače učinili,
04:00
but other people said that they bought a coffee for somebody else.
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ali drugi ljudi su rekli da su nekome drugom platili kavu.
04:02
So the very same purchase,
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Dakle, ista kupovina,
04:04
just targeted toward yourself
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samo usmjerena prema sebi
04:06
or targeted toward somebody else.
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ili usmjerena prema nekom drugom.
04:08
What did we find when we called them back at the end of the day?
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Što smo otkrili kada smo ih pozvali natrag na kraju dana?
04:10
People who spent money on other people got happier.
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Ljudi koji su novac potrošili na druge postali su sretniji.
04:12
People who spent money on themselves, nothing happened.
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Kod ljudi koji su novac potrošili na sebe, ništa se nije dogodilo.
04:14
It didn't make them less happy, it just didn't do much for them.
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To ih nije učinilo manje sretnima, samo im nije posebno doprinijelo.
04:17
And the other thing we saw is the amount of money doesn't matter that much.
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A drugo što smo vidjeli jest da novčani iznos i nije toliko bitan.
04:20
So people thought that 20 dollars would be way better than five dollars.
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Dakle, ljudi su mislili da će 20 dolara biti mnogo bolje od 5 dolara.
04:23
In fact, it doesn't matter how much money you spent.
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U biti, nije važno koliko ste novca potrošili.
04:26
What really matters is that you spent it on somebody else
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Ono što je važno jest da ste ga potrošili na nekoga drugog,
04:28
rather than on yourself.
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a ne na sebe.
04:30
We see this again and again
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Vidimo to opet i iznova
04:32
when we give people money to spend on other people instead of on themselves.
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kad ljudima damo novac da ga potroše na nekoga drugog, umjesto na sebe.
04:35
Of course, these are undergraduates in Canada --
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Naravno, to su kanadski studenti -
04:37
not the world's most representative population.
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nisu baš najreprezentativniji uzorak svjetskog stanovništva.
04:39
They're also fairly wealthy and affluent and all these other sorts of things.
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Oni su također dosta bogati, dobrostojeći i sve te slične stvari.
04:42
We wanted to see if this holds true everywhere in the world
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Htjeli smo provjeriti je li to točno svugdje u svijetu
04:45
or just among wealthy countries.
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ili samo u bogatim zemljama.
04:47
So we went, in fact, to Uganda and ran a very similar experiment.
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Otišli smo, naime, u Ugandu i proveli veoma sličan pokus.
04:49
So imagine, instead of just people in Canada,
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Zamislite, umjesto iskrenih ljudi u Kanadi,
04:51
we said, "Name the last time you spent money on yourself or other people.
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rekli smo: "Recite nam kada ste zadnji put potrošili novac na sebe ili druge ljude.
04:54
Describe it. How happy did it make you?"
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Opišite to. Koliko sretnima vas je to učinilo?"
04:56
Or in Uganda, "Name the last time you spent money
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Ili u Ugandi: "Navedite zadnji put kada ste potrošili novac
04:58
on yourself or other people and describe that."
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na sebe ili druge ljude i opišite to."
05:01
And then we asked them how happy they are again.
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A tada smo ih opet pitali koliko su sretni.
05:03
And what we see is sort of amazing
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I ono što vidimo je nevjerojatno
05:05
because there's human universals on what you do with your money
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zato što postoje ljudske univerzalnosti u onome što radimo sa svojim novcem
05:07
and then real cultural differences on what you do as well.
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i onda prave kulturne razlike također u tome što radimo.
05:10
So for example,
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Pa na primjer,
05:12
one guy from Uganda says this.
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jedan čovjek iz Ugande kaže ovo.
05:14
He said, "I called a girl I wished to love."
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Rekao je: "Nazvao sam djevojku koju bih želio voljeti."
05:16
They basically went out on a date,
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Oni su u biti bili na jednom spoju,
05:18
and he says at the end that he didn't "achieve" her up till now.
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i na kraju kaže da je do sada nije "pridobio".
05:21
Here's a guy from Canada.
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Evo čovjeka iz Kanade.
05:24
Very similar thing.
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Vrlo slična stvar.
05:26
"I took my girlfriend out for dinner.
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"Odveo sam djevojku na večeru.
05:28
We went to a movie, we left early,
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Otišli smo u kino, izašli prije kraja
05:30
and then went back to her room for ... " only cake -- just a piece of cake.
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i otišli u njenu sobu na..." samo tortu - samo komad torte.
05:34
Human universal -- so you spend money on other people,
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Ljudske univerzalnosti - trošite novac na druge ljude,
05:36
you're being nice to them.
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dobri ste prema njima.
05:38
Maybe you have something in mind, maybe not.
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Možda nešto smjerate, možda ne.
05:40
But then we see extraordinary differences.
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Ali onda vidimo nevjerojatne razlike.
05:42
So look at these two.
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Pogledajte ove dvije.
05:44
This is a woman from Canada.
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Ovo je žena iz Kanade.
05:46
We say, "Name a time you spent money on somebody else."
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Mi kažemo: "Navedite vrijeme kada ste potrošili novac ne nekog drugog."
05:48
She says, "I bought a present for my mom.
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Ona kaže: "Kupila sam dar za svoju mamu,
05:50
I drove to the mall in my car, bought a present, gave it to my mom."
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odvezla sam se do trgovačkog centra svojim autom, kupila dar, dala ga mami."
05:52
Perfectly nice thing to do.
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Veoma lijepa stvar za učiniti.
05:54
It's good to get gifts for people that you know.
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Lijepo je kupovati darove ljudima koje znate.
05:56
Compare that to this woman from Uganda.
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Usporedite to s ovom ženom iz Ugande.
05:58
"I was walking and met a long-time friend
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"Šetala sam i srela dugogodišnju prijateljicu
06:00
whose son was sick with malaria.
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čiji sin je bolovao od malarije.
06:02
They had no money, they went to a clinic and I gave her this money."
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Nisu imali novca, otišli su u kliniku i ja sam joj dala ovaj novac."
06:05
This isn't $10,000, it's the local currency.
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To nije 10,000 dolara, to je lokalna valuta.
06:08
So it's a very small amount of money, in fact.
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To je zapravo veoma malen iznos.
06:10
But enormously different motivations here.
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Ali prisutna je bitno drugačija motivacija.
06:12
This is a real medical need,
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Ovo je prava medicinska potreba,
06:14
literally a life-saving donation.
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doslovno donacija koja spašava život.
06:16
Above, it's just kind of, I bought a gift for my mother.
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Kod prve žene, to je kao, kupila sam dar za svoju mamu.
06:18
What we see again though
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Što vidimo, međutim,
06:20
is that the specific way that you spend on other people
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jest da određen način na koji trošite na druge ljude
06:22
isn't nearly as important
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nije ni približno važan
06:24
as the fact that you spend on other people
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kao činjenica da trošite na druge ljude
06:26
in order to make yourself happy,
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da biste sebe usrećili,
06:28
which is really quite important.
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što je zapravo dosta važno.
06:30
So you don't have to do amazing things with your money to make yourself happy.
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Dakle, ne morate raditi čudesne stvari sa svojim novcem da biste se usrećili.
06:33
You can do small, trivial things and yet still get these benefits from doing this.
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Možete raditi male, trivijalne stvari i opet imati dobiti od toga.
06:36
These are only two countries.
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To su samo dvije zemlje.
06:38
We also wanted to go even broader and look at every country in the world if we could
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Htjeli smo otići i dalje i pogledati svaku zemlju u svijetu kada bismo mogli
06:41
to see what the relationship is between money and happiness.
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da vidimo koja je veza između novca i sreće.
06:44
We got data from the Gallup Organization,
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Dobili smo podatke od organizacije Gallup,
06:46
which you know from all the political polls that have been happening lately.
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koju znate iz svih političkih anketa koje su se nedavno održavale.
06:49
They ask people, "Did you donate money to charity recently?"
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Oni pitaju ljude: "Jeste li nedavno donirali novac u dobrotvorne svrhe?",
06:51
and they ask them, "How happy are you with your life in general?"
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zatim: "Koliko ste sretni sa svojim životom općenito?"
06:54
And we can see what the relationship is between those two things.
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I možemo vidjeti koja je veza između te dvije stvari.
06:56
Are they positively correlated? Giving money makes you happy.
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Jesu li u pozitivnoj korelaciji? Davanje novca vas čini sretnima.
06:59
Or are they negatively correlated?
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Jesu li u negativnoj korelaciji?
07:01
On this map, green will mean they're positively correlated
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Na ovoj karti, zeleno će značiti da su u pozitivnoj korelaciji,
07:03
and red means they're negatively correlated.
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a crveno znači da su u negativnoj korelaciji.
07:06
And you can see, the world is crazily green.
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I kao što vidite, svijet je ludo zelen.
07:08
So in almost every country in the world
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U skoro svakoj zemlji na svijetu
07:10
where we have this data,
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za koju imamo ove podatke,
07:12
people who give money to charity are happier people
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ljudi koji daju novac u dobrotvorne svrhe su sretniji ljudi
07:14
that people who don't give money to charity.
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od ljudi koji ne daju novac u dobrotvorne svrhe.
07:16
I know you're all looking at that red country in the middle.
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Znam da svi gledate u ovu crvenu zemlju u sredini.
07:19
I would be a jerk and not tell you what it is,
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Bio bih kreten kad vam ne bih rekao koja je to zemlja,
07:21
but in fact, it's Central African Republic.
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ali zapravo, to je Centralna Afrička Republika.
07:23
You can make up stories. Maybe it's different there for some reason or another.
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Možete izmišljati priče. Možda je tamo drugačije iz ovog ili onog razloga.
07:25
Just below that to the right is Rwanda though,
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Međutim, odmah ispod na desno je Ruanda,
07:27
which is amazingly green.
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koja je čudesno zelena.
07:29
So almost everywhere we look
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Dakle, skoro svugdje gdje pogledamo
07:31
we see that giving money away makes you happier
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vidimo da vas darivanje novca čini sretnijima
07:33
than keeping it for yourself.
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nego kada biste ga zadržali za sebe.
07:35
What about your work life, which is where we spend all the rest of our time
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Što je s vašim poslovnim životom, gdje provodimo ostatak svog vremena
07:38
when we're not with the people we know.
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kada nismo s ljudima koje znamo?
07:40
We decided to infiltrate some companies and do a very similar thing.
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Odlučili smo ubaciti se u neke tvrtke i napraviti vrlo sličnu stvar.
07:43
So these are sales teams in Belgium.
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Ovo su prodajni timovi u Belgiji.
07:45
They work in teams; they go out and sell to doctors
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Rade u timovima; izađu i prodaju liječnicima
07:47
and try to get them to buy drugs.
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i pokušavaju ih nagovoriti da kupe lijekove.
07:49
So we can look and see how well they sell things
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Pa možemo pogledati i vidjeti kako dobro prodaju robu
07:52
as a function of being a member of a team.
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kao funkciju člana tima.
07:54
Some teams, we give people on the team some money for themselves
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Neki timovi, damo ljudima iz tima nešto novca za njih same
07:56
and say, "Spend it however you want on yourself,"
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i kažemo: "Potrošite ga kako god želite na sebe",
07:58
just like we did with the undergrads in Canada.
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baš kao što smo to učinili sa studentima u Kanadi.
08:00
But other teams we say, "Here's 15 euro.
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Ali drugim timovima kažemo: "Evo 15 eura.
08:02
Spend it on one of your teammates this week.
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Potrošite ih ovaj tjedan na nekoga iz tima.
08:04
Buy them something as a gift or a present and give it to them.
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Kupite im nešto na dar i dajte im to."
08:07
And then we can see, well now we've got teams that spend on themselves
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I tada možemo vidjeti, sada imamo timove koji troše na sebe
08:10
and we've got these prosocial teams
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i imamo te prosocijalne timove
08:12
who we give money to make the team a little bit better.
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kojima dajemo novac kako bismo tim učinili malo boljim.
08:14
The reason I have a ridiculous pinata there
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Ondje imam smiješnu pinjatu
08:16
is one of the teams pooled their money and bought a pinata,
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zato što je jedan od timova udružio svoj novac i kupio pinjatu,
08:18
and they all got around and smashed the pinata and all the candy fell out and things like that.
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i svi su se skupili oko nje i izlupali pinjatu i svi slatkiši su ispali iz nje i tako.
08:21
A very silly, trivial thing to do,
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Vrlo blesava, trivijalna stvar za napraviti,
08:23
but think of the difference on a team that didn't do that at all,
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ali razmislite o razlici između tima koji to uopće nije napravio,
08:26
that got 15 euro, put it in their pocket,
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koji je dobio 15 eura, stavio ih u svoj džep,
08:28
maybe bought themselves a coffee,
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možda si je kupio kavu,
08:30
or teams that had this prosocial experience
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i timova koji su imali ovo prosocijalno iskustvo
08:32
where they all bonded together to buy something and do a group activity.
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gdje su se svi povezali skupa da bi nešto kupili i imali grupnu aktivnost.
08:35
What we see is that, in fact, the teams that are prosocial sell more stuff
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Ono što ovdje vidimo, zapravo, jest da timovi koji su prosocijalni prodaju više robe
08:38
than the teams that only got money for themselves.
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nego timovi koji su samo dobili novac za sebe.
08:40
And one way to think about it
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Jedan način na koji se o tome može razmišljati
08:42
is for every 15 euro you give people for themselves,
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jest da za svakih 15 eura koje date ljudima za njih same,
08:44
they put it in their pocket, they don't do anything different than they did before.
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oni ih stave u svoj džep, ne učine ništa drugačije od onoga što su prije činili.
08:47
You don't get any money from that.
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Iz toga ne dobivate novac.
08:49
You actually lose money because it doesn't motivate them to perform any better.
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Zapravo gubite novac jer vas ne motivira da bolje radite.
08:52
But when you give them 15 euro to spend on their teammates,
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Ali onda im date 15 eura da potroše na članove svoje grupe,
08:54
they do so much better on their teams
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toliko bolje rade u svom timu
08:56
that you actually get a huge win on investing this kind of money.
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da zapravo imate veliku korist od ulaganja takvog novca.
08:59
And I realize that you're probably thinking to yourselves,
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I shvaćam da vjerojatno mislite u sebi
09:01
this is all fine,
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da je sve to u redu,
09:03
but there's a context that's incredibly important for public policy
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ali postoji kontekst koji je od nevjerojatne važnosti za državnu politiku
09:05
and I can't imagine it would work there.
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i ne mogu zamisliti da bi to tamo funkcioniralo.
09:07
And basically that if he doesn't show me that it works here,
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I, u biti, ako mi ne pokaže da to tamo djeluje,
09:09
I don't believe anything he said.
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ne vjerujem u ništa što je rekao.
09:11
And I know what you're all thinking about are dodgeball teams.
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I znam da svi razmišljate o timovima u graničaru.
09:14
(Laughter)
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(Smijeh)
09:16
This was a huge criticism that we got
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Bila je to velika kritika koju smo dobili,
09:18
to say, if you can't show it with dodgeball teams, this is all stupid.
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ako ne možeš to pokazati na timovima u graničaru, sve je to glupost.
09:21
So we went out and found these dodgeball teams
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Pa smo izašli i našli te timove u graničaru
09:23
and infiltrated them.
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i ubacili se među njih.
09:25
And we did the exact same thing as before.
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I napravili smo baš istu stvar kao i prije.
09:27
So some teams, we give people on the team money, they spend it on themselves.
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Dakle, nekim timovima, damo ljudima u timu novac, oni ga potroše na sebe.
09:30
Other teams, we give them money
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Kod drugih timova, damo im novac
09:32
to spend on their dodgeball teammates.
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da ga potroše na članove svog graničarskog tima.
09:34
The teams that spend money on themselves
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Timovi koji potroše novac na sebe
09:36
are just the same winning percentages as they were before.
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imaju isti postotak pobjeda kao i prije.
09:38
The teams that we give the money to spend on each other,
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Timovi kojima dajemo novac kako bi ga potrošili jedni na druge,
09:40
they become different teams
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oni postanu drugačiji tim
09:42
and, in fact, they dominate the league by the time they're done.
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i, zapravo, dominiraju ligom do kada su gotovi.
09:44
Across all of these different contexts --
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Kroz sve te različite kontekste -
09:46
your personal life, you work life,
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vaš privatni život, vaš poslovni život,
09:48
even silly things like intramural sports --
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čak i blesave stvari kao što su školski sportovi -
09:50
we see spending on other people has a bigger return for you
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vidimo da trošenje na druge ljude ima veći povratni efekt na vas
09:52
than spending on yourself.
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nego trošenje na sebe same.
09:55
And so I'll just say, I think if you think money can't buy happiness
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I zato ću samo reći, ako vi mislite da novac ne može kupiti sreću,
09:57
you're not spending it right.
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mislim da ga ne trošite ispravno.
09:59
The implication is not you should buy this product instead of that product
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Pretpostavka nije da biste trebali kupiti ovaj proizvod umjesto onog proizvoda
10:02
and that's the way to make yourself happier.
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i da je to način na koji ćete se učiniti sretnijima.
10:04
It's in fact, that you should stop thinking
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Pretpostavka je, u biti, da trebate prestati razmišljati
10:06
about which product to buy for yourself
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o tome koji proizvod kupiti za sebe
10:08
and try giving some of it to other people instead.
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i probati umjesto toga dati nešto drugim ljudima.
10:11
And we luckily have an opportunity for you.
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I, srećom, imamo priliku za vas.
10:14
DonorsChoose.org is a non-profit
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DonorsChoose.org je neprofitan
10:16
for mainly public school teachers in low-income schools.
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i uglavnom pomaže učiteljima državnih škola s niskim prihodima.
10:19
They post projects,
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Oni objavljuju projekte,
10:21
so they say, "I want to teach Huckleberry Finn to my class and we don't have the books,"
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i kažu: "Želim svoj razred naučiti o Huckleberryju Finnu, ali nemamo knjige",
10:23
or "I want a microscope to teach my students science
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ili "Želim mikroskop da bih svoje učenike naučila o znanosti,
10:25
and we don't have a microscope."
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ali nemamo mikroskope."
10:27
You and I can go on and buy it for them.
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Vi i ja možemo otići i kupiti ih za njih.
10:29
The teacher writes you a thank you note. The kids write you a thank you note.
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Učitelj vam napiše pismo zahvale. Djeca vam napišu pismo zahvale.
10:32
Sometimes they send you pictures of them using the microscope.
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Ponekad vam pošalju slike sebe kako koriste mikroskop.
10:34
It's an extraordinary thing.
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To je nevjerojatna stvar.
10:36
Go to the website and start yourself on the process
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Otiđite na web stranicu i započnite
10:38
of thinking, again, less about "How can I spend money on myself?"
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razmišljati, ponavljam, manje o tome kako možete potrošiti novac na sebe,
10:41
and more about "If I've got five dollars or 15 dollars,
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a više o načinu na koji kada imate pet ili 15 dolara
10:44
what can I do to benefit other people?"
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možete pomoći drugim ljudima.
10:46
Because ultimately when you do that, you'll find that you'll benefit yourself much more.
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Jer, na kraju krajeva, kada to učinite, vidjet ćete da sebi pomažete mnogo više.
10:49
Thank you.
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Hvala vam.
10:51
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Michael Norton - Social science researcherThrough clever studies, Michael Norton studies how we feel about what we buy and spend.
Why you should listen
Michael I. Norton is a professor of business administration in the marketing unit at the Harvard Business School. He holds a B.A. in Psychology and English from Williams and a Ph.D. in Psychology from Princeton. Prior to joining HBS, Professor Norton was a Fellow at the MIT Media Lab and MIT’s Sloan School of Management. His work has been published in a number of leading academic journals, including Science, the Journal of Personality and Social Psychology, Psychological Science, and the Annual Review of Psychology, and has been covered in media outlets such as the Economist, the Financial Times, the New York Times, the Wall Street Journal, and the Washington Post.
His research has twice been featured in the New York Times Magazine Year in Ideas issue, in 2007 (Ambiguity Promotes Liking) and 2009 (The Counterfeit Self). His “The IKEA Effect: When Labor Leads to Love” was featured in Harvard Business Review‘s Breakthrough Ideas for 2009.
Michael Norton | Speaker | TED.com