TEDxCambridge
Michael Norton: How to buy happiness
Michael Norton: Bagaimana membeli kebahagiaan
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Semasa di TEDxCambridge, Michael Norton berkongsi penyelidikannya yang menakjubkan tentang bagaimana wang, sebenarnya, boleh membeli kebahagiaan -- apabila tidak dibelanjakan pada diri sendiri. Dengarkan data yang mengejutkan, bagaimana pelbagai cara berbelanja secara prososial dapat memberi kebaikan kepada anda, kerja anda dan (sudah tentu) kepada orang lain.
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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Hari ini saya ingin bercakap tentang wang dan
00:18
which are two things
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kebahagiaan. Terdapat dua perkara
00:20
that a lot of us spend a lot of our time thinking about,
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yang sering bermain difikiran kita iaitu bagaimana
00:22
either trying to earn them or trying to increase them.
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mendapatkan wang atau menambahkannya.
00:25
And a lot of us resonate with this phrase.
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Ini yang lazimnya bermain di fikiran kebanyakan daripada kita.
00:27
So we see it in religions and self-help books,
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Kita sering terbaca di dalam buku-buku agama dan buku-buku
00:29
that money can't buy happiness.
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bantu diri, wang tidak dapat membeli kebahagiaan.
00:31
And I want to suggest today that, in fact, that's wrong.
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Saya ingin menyarankan di sini, itu sebenarnya, salah.
00:34
(Laughter)
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(Gelak tawa)
00:36
I'm at a business school, so that's what we do.
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Saya mengajar di fakulti perniagaan, itu kerja kami.
00:38
So that's wrong, and, in fact, if you think that,
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Hakikatnya, jika anda berfikiran sedemikian,
00:41
you're actually just not spending it right.
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anda sebenarnya tidak berbelanja dengan betul.
00:43
So that instead of spending it the way you usually spend it,
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Oleh itu, sekiranya anda mengubah cara
00:45
maybe if you spent it differently,
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berbelanja, dari yang biasa anda lakukan, mungkin
00:47
that might work a little bit better.
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anda akan mendapat hasil yang lebih baik.
00:49
And before I tell you the ways that you can spend it that will make you happier,
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Sebelum saya memberitahu anda cara-caranya,
00:52
let's think about the ways we usually spend it
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mari fikirkan bagaimana ia biasa dilakukan. Pada
00:54
that don't, in fact, make us happier.
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hakikatnya, cara begitu tidak membuat kita lebih bahagia.
00:56
We had a little natural experiment.
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Kami telah menjalankan satu eksperimen semulajadi.
00:58
So CNN, a little while ago, wrote this interesting article
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Satu ketika dahulu, CNN menyiarkan sebuah artikel yang menarik,
01:01
on what happens to people when they win the lottery.
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tentang apa yang dilakukan oleh mereka yang memenangi loteri.
01:04
It turns out people think when they win the lottery their lives are going to be amazing.
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Ramai yang beranggapan kehidupan mereka akan menjadi
01:07
This article's about how their lives get ruined.
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lebih hebat. Artikel ini menceritakan bagaimana kehidupan
01:09
So what happens when people win the lottery
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mereka musnah. Apa yang berlaku adalah, pertama, mereka
01:11
is, number one, they spend all the money and go into debt,
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membelanjakan kesemua wang tersebut dan kemudian,
01:14
and number two, all of their friends and everyone they've ever met
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mula berhutang. Kedua, sahabat taulan dan sesiapa yang
01:17
find them and bug them for money.
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mereka kenali akan meminta wang daripadanya. Akibatnya,
01:19
And it ruins their social relationships, in fact.
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hubungan sosial mereka musnah. Mereka lebih banyak
01:21
So they have more debt and worse friendships
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berhutang dan persahabatan menjadi semakin teruk,
01:23
than they had before they won the lottery.
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berbanding keadaan sebelum memenangi loteri.
01:25
What was interesting about the article
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Apa yang menarik mengenai artikel ini adalah
01:27
was people started commenting on the article, readers of the thing.
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para pembaca mula membuat komen. Mereka tidak berbincang
01:30
And instead of talking about
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mengenai bagaimana mereka mula sedar bahawa wang
01:32
how it had made them realize that money doesn't lead to happiness,
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tidak membawa kebahagiaan, sebaliknya mereka mula
01:34
everyone instantly started saying,
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berangan-angan, dan berkata "Anda tahu, kalaulah saya
01:36
"You know what I would do if I won the lottery ... ?"
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memenangi loteri... ?" dan berkhayal tentang apa yang
01:38
and fantasizing about what they'd do.
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akan mereka lakukan. Dan terdapat dua di antara
01:40
And here's just two of the ones we saw that are just really interesting to think about.
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yang menarik untuk direnungi. Seorang pembaca
01:43
One person wrote in, "When I win, I'm going to buy my own little mountain
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menulis, "Jika saya menang, saya akan membeli
01:46
and have a little house on top."
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sebuah gunung dan membina rumah di puncaknya."
01:48
(Laughter)
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(Gelak tawa)
01:50
And another person wrote, "I would fill a big bathtub with money
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Dan seorang lagi menulis,"Saya akan mengisi tab mandi
01:53
and get in the tub while smoking a big fat cigar
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dengan wang dan berendam di dalamnya sambil menghisap
01:55
and sipping a glass of champagne."
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cerut dan menghirup segelas wain."
01:57
This is even worse now: "Then I'd have a picture taken
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Ini lebih teruk lagi: "Kemudian saya akan mengambil
01:59
and dozens of glossies made.
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gambar dan mencetaknya sebanyak mungkin.
02:01
Anyone begging for money or trying to extort from me
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Sesiapa yang meminta atau cuba memeras wang daripada
02:03
would receive a copy of the picture and nothing else."
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saya, saya akan memberikan gambar itu sahaja."
02:06
(Laughter)
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(Gelak tawa)
02:09
And so many of the comments were exactly of this type,
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Begitulah bunyinya kebanyakan dari komen-komen yang ada,
02:11
where people got money
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di mana, pada hakikatnya, apabila seseorang itu
02:13
and, in fact, it made them antisocial.
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mendapat wang mereka menjadi antisosial. Sudah saya
02:15
So I told you that it ruins people's lives and that their friends bug them.
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katakan tadi, ia menyebabkan kehidupan mereka musnah
02:18
It also, money often makes us feel very selfish
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dan sahabat-handai mengganggu mereka. Kerana wang, kita
02:20
and we do things only for ourselves.
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sering mementingkan diri sendiri dan melakukan sesuatu untuk
02:22
Well maybe the reason that money doesn't make us happy
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diri kita sahaja. Mungkin wang tidak mendatangkan kebahagiaan
02:24
is that we're always spending it on the wrong things,
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kerana, lazimnya, kita membelanjakannya dengan cara yang
02:26
and in particular, that we're always spending it on ourselves.
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salah. Kita selalu membelanjakannya pada diri kita
02:29
And we thought, I wonder what would happen
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sendiri. Dan kami tertanya-tanya apa akan berlaku
02:31
if we made people spend more of their money on other people.
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jika kami meminta orang berbelanja untuk orang lain.
02:33
So instead of being antisocial with your money,
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Apa akan berlaku sekiranya kita tidak bersikap antisosial,
02:36
what if you were a little more prosocial with your money?
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sebaliknya bersikap prososial dengan wang kita? Dan
02:38
And we thought, let's make people do it and see what happens.
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kami berfikir, mari kita melakukannya dan lihat hasilnya.
02:40
So let's have some people do what they usually do
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Jadi, kami minta sesetengah peserta berbuat seperti yang
02:42
and spend money on themselves,
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lazimnya mereka lakukan, iaitu berbelanja pada diri sendiri,
02:44
and let's make some people give money away,
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dan meminta sesetengahnya pula berbelanja pada orang
02:46
and measure their happiness and see if, in fact, they get happier.
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lain, dan melihat sama ada mereka lebih bahagia
02:49
So the first way that we did this.
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atau tidak. Cara pertama, kami ke kampus
02:51
On one Vancouver morning, we went out on the campus
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University of British Columbia, di Vancouver.
02:53
at University of British Columbia
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Kami bertanya orang ramai, "Mahukah anda menyertai
02:55
and we approached people and said, "Do you want to be in an experiment?"
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satu eksperimen?" Mereka menjawab, "Ya".
02:57
They said, "Yes."
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Kami tanyakan tahap kebahagiaan mereka, dan
02:59
We asked them how happy they were, and then we gave them an envelope.
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kemudian memberikan satu sampul surat. Di dalamnya
03:02
And one of the envelopes had things in it that said,
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tertulis, "Sebelum pukul 5 petang ini, gunakan wang ini
03:04
"By 5:00 pm today, spend this money on yourself."
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untuk diri anda." Kami berikan contoh bagaimana mereka
03:07
So we gave some examples of what you could spend it on.
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boleh membelanjakannya. Kepada peserta lain pula, sekeping
03:10
Other people, in the morning, got a slip of paper that said,
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kertas yang bertulis, "Sebelum pukul 5 petang ini, belanjakan
03:12
"By 5:00 pm today, spend this money on somebody else."
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wang ini pada orang lain." Dan di dalamnya terdapat wang.
03:15
Also inside the envelope was money.
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Kami memanipulasikan jumlah wang yang diberi.
03:17
And we manipulated how much money we gave them.
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Ada yang mendapat lima dolar. Ada yang mendapat
03:19
So some people got this slip of paper and five dollars.
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20 dolar. Kami membiarkan mereka melakukan apa
03:22
Some people got this slip of paper and 20 dollars.
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sahaja yang mereka mahu. Kami mendapati mereka
03:25
We let them go about their day. They did whatever they wanted to do.
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membelanjakan wang tersebut seperti yang diminta.
03:28
We found out that they did in fact spend it in the way that we asked them to.
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Pada waktu malamnya, kami menelefon mereka dan
03:31
We called them up at night and asked them,
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bertanya, "Bagaimana anda membelanjakan wang anda,
03:33
"What'd you spend it on, and how happy do you feel now?"
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dan sejauh mana anda merasa gembira, sekarang?"
03:35
What did they spend it on?
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Apa yang mereka beli? Memandangkan mereka penuntut
03:37
Well these are college undergrads, so a lot of what they spent it on for themselves
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kolej, mereka banyak membeli aksesori dan barangan
03:39
were things like earrings and makeup.
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mekap untuk diri sendiri. Seorang wanita berkata dia
03:41
One woman said she bought a stuffed animal for her niece.
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membelikan mainan patung untuk anak saudaranya.
03:44
People gave money to homeless people.
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Ada yang memberikan wang itu kepada gelandangan.
03:46
Huge effect here of Starbucks.
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Ini memberi kesan besar kepada "Starbucks".
03:49
(Laughter)
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(Gelak tawa)
03:51
So if you give undergraduates five dollars, it looks like coffee to them
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Jika anda beri lima dolar kepada mahasiswa, mereka akan
03:54
and they run over to Starbucks and spend it as fast as they can.
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ke Starbucks dan menghabiskannya secepat mungkin.
03:57
But some people bought a coffee for themselves, the way they usually would,
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Tetapi ada yang membeli kopi, seperti biasa, untuk diri sendiri,
04:00
but other people said that they bought a coffee for somebody else.
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ada juga yang membelinya untuk orang lain.
04:02
So the very same purchase,
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Jadi, pembelian yang sama, tetapi sama ada, untuk
04:04
just targeted toward yourself
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diri sendiri atau untuk orang lain. Apakah yang kami dapati
04:06
or targeted toward somebody else.
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apabila kami menelefon mereka dipenghujung hari?
04:08
What did we find when we called them back at the end of the day?
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Mereka yang membelanjakan wang untuk orang lain berasa
04:10
People who spent money on other people got happier.
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lebih gembira. Mereka yang menggunakan wang tersebut
04:12
People who spent money on themselves, nothing happened.
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untuk diri sendiri, tiada apa-apa yang berlaku. Mereka
04:14
It didn't make them less happy, it just didn't do much for them.
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tidak berasa kurang bahagia, tidak ada perbezaan buat
04:17
And the other thing we saw is the amount of money doesn't matter that much.
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mereka. Dan juga, kami dapati jumlah wang bukanlah ukurannya.
04:20
So people thought that 20 dollars would be way better than five dollars.
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Ramai yang menganggap 20 dolar adalah lebih baik daripada
04:23
In fact, it doesn't matter how much money you spent.
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lima dolar. Hakikatnya, jumlah wang yang dibelanjakan
04:26
What really matters is that you spent it on somebody else
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bukan ukurannya. Yang penting, anda membelanjakannya
04:28
rather than on yourself.
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untuk orang lain, selain diri sendiri. Perkara sedemikian
04:30
We see this again and again
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berlaku setiap kali kami memberikan wang untuk
04:32
when we give people money to spend on other people instead of on themselves.
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dibelanjakan pada orang lain dan bukan pada diri mereka
04:35
Of course, these are undergraduates in Canada --
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sendiri. Tetapi ini adalah mahasiswa di Kanada --
04:37
not the world's most representative population.
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bukanlah sampel populasi yang paling sesuai.
04:39
They're also fairly wealthy and affluent and all these other sorts of things.
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Mereka agak kaya dan mewah. Kami mahu lihat
04:42
We wanted to see if this holds true everywhere in the world
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sama ada ianya sedemikian diseluruh dunia atau
04:45
or just among wealthy countries.
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hanya di kalangan negara-negara kaya. Jadi kami
04:47
So we went, in fact, to Uganda and ran a very similar experiment.
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ke Uganda dan menjalankan eksperimen yang sama.
04:49
So imagine, instead of just people in Canada,
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Bukan sahaja di Kanada, kami bertanya, "Bilakah kali terakhir
04:51
we said, "Name the last time you spent money on yourself or other people.
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anda membelanjakan wang untuk diri sendiri atau orang lain.
04:54
Describe it. How happy did it make you?"
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Nyatakan sejauh mana anda merasa gembira?"
04:56
Or in Uganda, "Name the last time you spent money
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Malah di Uganda, "Bilakah kali terakhir anda membelanjakan
04:58
on yourself or other people and describe that."
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wang untuk diri sendiri atau orang lain dan jelaskannya."
05:01
And then we asked them how happy they are again.
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Dan kami bertanya sejauh mana mereka merasa gembira.
05:03
And what we see is sort of amazing
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Cuba bayangkan,apa yang kami dapati agak mengagumkan
05:05
because there's human universals on what you do with your money
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kerana wujudnya sifat manusia sejagat tentang apa yang
05:07
and then real cultural differences on what you do as well.
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kita lakukan dengan wang kita dan juga, pengaruh
05:10
So for example,
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perbezaan budaya sebenar. Contohnya, seorang
05:12
one guy from Uganda says this.
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lelaki dari Uganda berkata, "Saya menelefon teman wanita
05:14
He said, "I called a girl I wished to love."
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yang ingin saya sayangi." Mereka kemudian keluar
05:16
They basically went out on a date,
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bersama, dan dia berkata, akhirnya dia masih tidak
05:18
and he says at the end that he didn't "achieve" her up till now.
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"mendapatnya" sehingga kini. Ini pula, seorang lelaki
05:21
Here's a guy from Canada.
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dari Kanada. Perkara yang sama. "Saya membawa
05:24
Very similar thing.
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teman wanita saya makan malam. Kami kemudiannya
05:26
"I took my girlfriend out for dinner.
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menonton wayang, kami keluar awal, dan pulang ke
05:28
We went to a movie, we left early,
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biliknya untuk..." hanya kek, hanya sepotong kek.
05:30
and then went back to her room for ... " only cake -- just a piece of cake.
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Sifat manusia sejagat -- anda berbelanja pada orang
05:34
Human universal -- so you spend money on other people,
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lain, anda cuba berbaik-baik dengan mereka.
05:36
you're being nice to them.
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Mungkin ada udang di sebalik batu, mungkin tidak.
05:38
Maybe you have something in mind, maybe not.
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Tetapi kami nampak perbezaan yang amat ketara.
05:40
But then we see extraordinary differences.
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Mari lihat mereka berdua, pula.
05:42
So look at these two.
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Ini wanita daripada Kanada.
05:44
This is a woman from Canada.
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Kami bertanya, "Nyatakan bila anda pernah
05:46
We say, "Name a time you spent money on somebody else."
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membelanjakan wang untuk orang lain."
05:48
She says, "I bought a present for my mom.
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Dia berkata, "Saya membelikan hadiah untuk ibu.
05:50
I drove to the mall in my car, bought a present, gave it to my mom."
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Saya ke kedai, beli hadiah, dan berikan kepada ibu."
05:52
Perfectly nice thing to do.
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Sesuatu yang sangat baik dilakukan.
05:54
It's good to get gifts for people that you know.
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Memberi hadiah kepada orang yang kita kenal
05:56
Compare that to this woman from Uganda.
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adalah sesuatu yang baik. Bandingkan pula, dengan
05:58
"I was walking and met a long-time friend
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wanita dari Uganda ini. "Saya sedang berjalan dan
06:00
whose son was sick with malaria.
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dan bertemu kawan lama. Anaknya diserang malaria.
06:02
They had no money, they went to a clinic and I gave her this money."
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Mereka tiada wang, mereka ke sebuah klinik dan saya
06:05
This isn't $10,000, it's the local currency.
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berikan wang ini." Ini bukan $10,000, cuma matawang
06:08
So it's a very small amount of money, in fact.
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tempatan. Jadi, jumlahnya amat kecil sekali.
06:10
But enormously different motivations here.
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Tetapi perbezaan motivasi yang amat ketara.
06:12
This is a real medical need,
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Ini keperluan perubatan, derma
06:14
literally a life-saving donation.
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untuk menyelamatkan nyawa. Yang
06:16
Above, it's just kind of, I bought a gift for my mother.
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sebelumnya, hanyalah, saya membelikan hadiah
06:18
What we see again though
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untuk ibu. Kami dapat lihat, sekali lagi,
06:20
is that the specific way that you spend on other people
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cara bagaimana anda membelanjakan wang
06:22
isn't nearly as important
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untuk orang lain, bukanlah fakta penting berbanding
06:24
as the fact that you spend on other people
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kenyataan yang anda membelanjakannya untuk
06:26
in order to make yourself happy,
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orang lain, bagi anda merasa gembira, ini agak
06:28
which is really quite important.
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penting. Jadi anda tidak perlu melakukan sesuatu yang
06:30
So you don't have to do amazing things with your money to make yourself happy.
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hebat dengan wang anda untuk merasa gembira. Anda
06:33
You can do small, trivial things and yet still get these benefits from doing this.
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cuma perlu melakukan sesuatu yang remeh, namun masih
06:36
These are only two countries.
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dapat merasainya. Ini hanya dua buah negara. Kami
06:38
We also wanted to go even broader and look at every country in the world if we could
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juga mahu meluaskan kajian di negara-negara lain,
06:41
to see what the relationship is between money and happiness.
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untuk melihat perhubungan di antara wang dan kebahagiaan.
06:44
We got data from the Gallup Organization,
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Kami telah mendapat data daripada Organisasi Gallup,
06:46
which you know from all the political polls that have been happening lately.
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dari pemilihan politik yang berlaku akhir-akhir ini. Mereka bertanya,
06:49
They ask people, "Did you donate money to charity recently?"
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"Adakah anda mendermakan wang kepada pertubuhan amal,
06:51
and they ask them, "How happy are you with your life in general?"
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baru-baru ini?" dan "Sejauh mana anda rasa bahagia?"
06:54
And we can see what the relationship is between those two things.
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Dan kita dapat lihat perhubungan di antara kedua-duanya.
06:56
Are they positively correlated? Giving money makes you happy.
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Adakah ianya berkaitan secara positif? Memberi wang
06:59
Or are they negatively correlated?
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membuatkan anda merasa gembira. Atau mempunyai hubungan
07:01
On this map, green will mean they're positively correlated
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negatif? Di atas peta ini, warna hijau bermakna ia
07:03
and red means they're negatively correlated.
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mempunyai hubungan positif dan merah, sebaliknya.
07:06
And you can see, the world is crazily green.
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Dan anda dapat lihat, dunia kita dipenuhi warna hijau.
07:08
So in almost every country in the world
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Jadi, hampir di setiap negara di dunia, di mana kami
07:10
where we have this data,
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memperolehi data ini, mereka yang mendermakan wang
07:12
people who give money to charity are happier people
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untuk pertubuhan amal, merasa lebih bahagia berbanding
07:14
that people who don't give money to charity.
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mereka yang tidak melakukannya. Saya tahu anda semua
07:16
I know you're all looking at that red country in the middle.
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tertanya-tanya negara apakah yang berwarna merah
07:19
I would be a jerk and not tell you what it is,
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di tengah-tengah itu. Saya seharusnya memberitahu
07:21
but in fact, it's Central African Republic.
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anda. Ia sebenarnya adalah Republik Afrika Tengah.
07:23
You can make up stories. Maybe it's different there for some reason or another.
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Anda boleh mereka pelbagai cerita. Mungkin keadaan
07:25
Just below that to the right is Rwanda though,
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di sana berbeza. Betul-betul di bawahnya adalah Rwanda,
07:27
which is amazingly green.
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dipenuhi warna hijau. Hampir di kesemua tempat, kami
07:29
So almost everywhere we look
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dapati, mendermakan wang menyebabkan anda merasa
07:31
we see that giving money away makes you happier
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lebih bahagia, jika dibandingkan dengan
07:33
than keeping it for yourself.
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membelanjakannya untuk diri sendiri. Bagaimana pula
07:35
What about your work life, which is where we spend all the rest of our time
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dengan kehidupan bekerja anda, di mana kita menghabiskan
07:38
when we're not with the people we know.
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masa sekiranya tidak bersama orang yang kita kenal.
07:40
We decided to infiltrate some companies and do a very similar thing.
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Kami mengambil keputusan untuk melakukan eksperimen,
07:43
So these are sales teams in Belgium.
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lalu, memasuki syarikat perniagaan. Ini adalah kumpulan
07:45
They work in teams; they go out and sell to doctors
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pemasaran di Belgium. Mereka kerja berpasukan; keluar
07:47
and try to get them to buy drugs.
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menjual ubat-ubatan kepada para doktor. Kita dapat lihat
07:49
So we can look and see how well they sell things
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bagaimana cekapnya mereka melakukan kerja, berfungsi
07:52
as a function of being a member of a team.
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sebagai seorang daripada anggota pasukan.
07:54
Some teams, we give people on the team some money for themselves
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Kami memberikan wang kepada anggota satu pasukan
07:56
and say, "Spend it however you want on yourself,"
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dan berkata, "Belanjakan wang ini sesukanya, untuk diri sendiri."
07:58
just like we did with the undergrads in Canada.
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seperti yang kami lakukan ke atas mahasiswa di Kanada.
08:00
But other teams we say, "Here's 15 euro.
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Kepada kumpulan lain, pula, kami berkata, "Ambil 15 euro ini.
08:02
Spend it on one of your teammates this week.
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Belanjakannya pada salah seorang rakan sepasukan
08:04
Buy them something as a gift or a present and give it to them.
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anda minggu ini. Belikan dan beri mereka hadiah.
08:07
And then we can see, well now we've got teams that spend on themselves
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Kita ada kumpulan yang membelanjakan wang untuk
08:10
and we've got these prosocial teams
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diri sendiri, dan juga pasukan yang pro-sosial, yang mana
08:12
who we give money to make the team a little bit better.
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kami berikan wang supaya menjadikan kumpulan yang
08:14
The reason I have a ridiculous pinata there
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lebih baik. Terdapat patung pinata di situ adalah kerana
08:16
is one of the teams pooled their money and bought a pinata,
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salah satu kumpulan mengumpulkan wang mereka dan
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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membeli patung tersebut. Mereka memukulnya sehingga
08:21
A very silly, trivial thing to do,
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bertaburan gula-gula. Sesuatu yang remeh, tetapi fikirkan
08:23
but think of the difference on a team that didn't do that at all,
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perbezaannya dengan kumpulan yang tidak melakukannya,
08:26
that got 15 euro, put it in their pocket,
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yang mendapat 15 euro, menyimpannya di dalam poket,
08:28
maybe bought themselves a coffee,
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mungkin membeli secawan kopi untuk diri sendiri, ataupun
08:30
or teams that had this prosocial experience
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kumpulan yang mempunyai pengalaman prososial ini.
08:32
where they all bonded together to buy something and do a group activity.
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Mereka membeli sesuatu dan melakukan aktiviti berkumpulan.
08:35
What we see is that, in fact, the teams that are prosocial sell more stuff
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Apa yang kami dapati adalah kumpulan yang prososial
08:38
than the teams that only got money for themselves.
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ini membuat lebih banyak jualan berbanding kumpulan
08:40
And one way to think about it
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yang mendapat wang diri sendiri. Dengan kata lain, setiap
08:42
is for every 15 euro you give people for themselves,
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15 euro yang diberikan untuk diri sendiri, mereka menyimpannya,
08:44
they put it in their pocket, they don't do anything different than they did before.
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dan tidak melakukan sesuatu yang berbeza daripada sebelumnya.
08:47
You don't get any money from that.
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Anda tidak mendapat sebarang hasil daripada itu.
08:49
You actually lose money because it doesn't motivate them to perform any better.
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Sebenarnya, anda rugi kerana itu tidak mendorong mereka
08:52
But when you give them 15 euro to spend on their teammates,
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meningkatkan prestasi. Tetapi jika diberi untuk dibelanjakan
08:54
they do so much better on their teams
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dengan rakan sepasukan, mereka menunjukkan prestasi
08:56
that you actually get a huge win on investing this kind of money.
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yang lebih baik, dan dengan itu, anda mendapat pulangan
08:59
And I realize that you're probably thinking to yourselves,
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yang lebih besar. Saya sedar, anda mungkin berfikir,
09:01
this is all fine,
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ini semua betul, tetapi terdapat sesuatu yang penting
09:03
but there's a context that's incredibly important for public policy
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dalam konteks polisi awam, dan saya rasa, di sini, itu tidak
09:05
and I can't imagine it would work there.
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akan berjaya. Pada dasarnya, jika dia tidak dapat
09:07
And basically that if he doesn't show me that it works here,
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membuktikan kepada saya, ia boleh berjaya. Saya tidak
09:09
I don't believe anything he said.
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akan percaya pada apa yang dikatakannya. Dan saya
09:11
And I know what you're all thinking about are dodgeball teams.
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tahu, apa yang anda fikirkan adalah pasukan "dodgeball'.
09:14
(Laughter)
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(Gelak tawa)
09:16
This was a huge criticism that we got
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Ini satu kritikan besar yang kami terima. Jika kami
09:18
to say, if you can't show it with dodgeball teams, this is all stupid.
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tidak dapat buktikan melalui pasukan "dodgeball",
09:21
So we went out and found these dodgeball teams
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semua ini tidak boleh diterima. Jadi kami dapatkan
09:23
and infiltrated them.
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pasukan-pasukan "dodgeball". Kami melakukan perkara
09:25
And we did the exact same thing as before.
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yang sama. Sesetengah pasukan, kami berikan wang
09:27
So some teams, we give people on the team money, they spend it on themselves.
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untuk dibelanjakan pada diri sendiri. Pasukan lain
09:30
Other teams, we give them money
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pula, kami berikan wang untuk dibelanjakan pada ahli
09:32
to spend on their dodgeball teammates.
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pasukan mereka. Pasukan yang menggunakan wang
09:34
The teams that spend money on themselves
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untuk diri sendiri mendapat peratusan kemenangan
09:36
are just the same winning percentages as they were before.
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yang sama seperti sebelumnya. Pasukan yang
09:38
The teams that we give the money to spend on each other,
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berbelanja sesama sendiri telah menjadi pasukan yang
09:40
they become different teams
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berbeza. Pada hakikatnya, mereka telah menguasai liga
09:42
and, in fact, they dominate the league by the time they're done.
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di pertandingan akhir. Dalam konteks yang berbeza-beza
09:44
Across all of these different contexts --
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ini -- kehidupan peribadi anda, pekerjaan, termasuklah
09:46
your personal life, you work life,
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perkara-perkara remeh seperti sukan dalaman --
09:48
even silly things like intramural sports --
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kami dapati, membelanjakannya pada orang lain
09:50
we see spending on other people has a bigger return for you
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memberi pulangan besar berbanding pada diri sendiri.
09:52
than spending on yourself.
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Jadi, jika anda merasakan wang tidak boleh membeli
09:55
And so I'll just say, I think if you think money can't buy happiness
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kebahagiaan, sebenarnya, anda tidak membelanjakannya
09:57
you're not spending it right.
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dengan betul.
09:59
The implication is not you should buy this product instead of that product
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Implikasinya adalah anda tidak harus membeli
10:02
and that's the way to make yourself happier.
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produk ini dari itu, dan berharap ia akan membahagiakan
10:04
It's in fact, that you should stop thinking
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anda. Sebenarnya, anda perlu berhenti memikirkan tentang
10:06
about which product to buy for yourself
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produk apa yang perlu anda beli, sebaliknya, berikan
10:08
and try giving some of it to other people instead.
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sedikit kepada orang lain. Dan anda bernasib baik kerana
10:11
And we luckily have an opportunity for you.
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terdapat satu peluang. DonorsChoose.org, organisasi
10:14
DonorsChoose.org is a non-profit
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tidak berasaskan keuntungan, dan sasaran mereka adalah
10:16
for mainly public school teachers in low-income schools.
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guru-guru di sekolah awam berpendapatan rendah. Mereka
10:19
They post projects,
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poskan projek, kata mereka, "Saya mahu mengajar
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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Huckleberry Finn, tetapi kami tidak mempunyai buku
10:23
or "I want a microscope to teach my students science
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tersebut", atau "Saya mahu mengajar sains tetapi kami
10:25
and we don't have a microscope."
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tidak mempunyai mikroskop." Anda dan saya boleh
10:27
You and I can go on and buy it for them.
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membelikan mereka barangan itu. Guru-guru dan murid-murid
10:29
The teacher writes you a thank you note. The kids write you a thank you note.
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akan berterima kasih kepada anda. Kadangkala, mereka
10:32
Sometimes they send you pictures of them using the microscope.
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mengirim gambar mereka menggunakan mikroskop itu.
10:34
It's an extraordinary thing.
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Sesuatu yang sangat luar biasa. Pergi ke laman web itu dan
10:36
Go to the website and start yourself on the process
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mulakan proses berfikiran, "Jika saya mempunyai wang,
10:38
of thinking, again, less about "How can I spend money on myself?"
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apa harus saya lakukan untuk kebaikan orang lain?
10:41
and more about "If I've got five dollars or 15 dollars,
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dan bukannya, "Apa yang harus saya beli untuk diri
10:44
what can I do to benefit other people?"
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sendiri?" Kerana akhirnya, itu akan memberi
10:46
Because ultimately when you do that, you'll find that you'll benefit yourself much more.
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lebih banyak keuntungan kepada anda.
10:49
Thank you.
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Terima kasih.
10:51
(Applause)
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Tepukan
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