TED2011
Dan Ariely: Beware conflicts of interest
Dan Ariely: Pozor na konflikt záujmov
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V tejto krátkej prednáške psychológ Dan Ariely rozpráva dva osobné príbehy, ktoré skúmajú vedecký konflikt záujmov: "Ako hľadanie poznania a vnímanie môžu byť ovplyvnené, či už vedome alebo nie, krátkozrakými osobnými cieľmi. Keď rozmýšľame o veľkých otázkach, pripomína nám, buďme si vedomí našich až príliš ľudských mozgov.
Dan Ariely - Behavioral economist
The dismal science of economics is not as firmly grounded in actual behavior as was once supposed. In "Predictably Irrational," Dan Ariely told us why. Full bio
The dismal science of economics is not as firmly grounded in actual behavior as was once supposed. In "Predictably Irrational," Dan Ariely told us why. Full bio
Double-click the English transcript below to play the video.
00:16
So, I was in the hospital for a long time.
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Strávil som dlhý čas v nemocnici.
00:19
And a few years after I left, I went back,
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A pár rokov po tom, ako som odišiel, som sa vrátil
00:22
and the chairman of the burn department was very excited to see me --
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a riaditeľ oddelenia popálenín sa veľmi tešil, že ma vidí --
00:25
said, "Dan, I have a fantastic new treatment for you."
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povedal: "Dan, mám pre Teba fantastickú novú liečbu."
00:28
I was very excited. I walked with him to his office.
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Bol som veľmi vzrušený. Šiel som s ním do jeho kancelárie.
00:30
And he explained to me that, when I shave,
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A on mi vysvetlil, že keď sa holím,
00:33
I have little black dots on the left side of my face where the hair is,
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mám malé čierne bodky na ľavej strane mojej tváre kde mi rastie brada,
00:36
but on the right side of my face
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ale na pravej strane mojej tváre
00:38
I was badly burned so I have no hair,
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som bol vážne popálený, takže nemám žiadnu bradu,
00:40
and this creates lack of symmetry.
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a toto spôsobuje, že chýba symetria.
00:42
And what's the brilliant idea he had?
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A čo bol ten skvelý nápad, ktorý mal?
00:44
He was going to tattoo little black dots
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Plánoval mi vytetovať malé čierne bodky
00:46
on the right side of my face
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na pravú stranu mojej tváre
00:49
and make me look very symmetric.
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a urobiť ma tak veľmi symetrickým.
00:51
It sounded interesting. He asked me to go and shave.
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Znelo to zaujímavo. Požiadal ma, aby som sa oholil.
00:54
Let me tell you, this was a strange way to shave,
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Dovolím si povedať, že bol to veľmi zvláštny spôsob holenia,
00:56
because I thought about it
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pretože som o tom premýšľal
00:58
and I realized that the way I was shaving then
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a uvedomil si, že spôsob, ako som sa holil vtedy,
01:00
would be the way I would shave for the rest of my life --
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by bol spôsob, ako by som sa holil po zvyšok svojho života --
01:02
because I had to keep the width the same.
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pretože by som musel udržiavať rovnakú dĺžku.
01:04
When I got back to his office,
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Keď som sa vrátil do jeho kancelárie,
01:06
I wasn't really sure.
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nebol som si celkom istý.
01:08
I said, "Can I see some evidence for this?"
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Povedal som: "Môžem o tomto vidieť nejaký dôkaz?"
01:10
So he showed me some pictures
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Tak mi ukázal nejaké obrázky
01:12
of little cheeks with little black dots --
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malých líc s malými čiernymi bodkami --
01:14
not very informative.
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nie veľmi informatívne.
01:16
I said, "What happens when I grow older and my hair becomes white?
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Povedal som: "Čo sa stane, keď zostarnem a moja brada zbelie?"
01:18
What would happen then?"
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Čo by sa stalo potom?"
01:20
"Oh, don't worry about it," he said.
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"Ó, o to sa neboj," povedal.
01:22
"We have lasers; we can whiten it out."
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"Máme lasery, môžeme to vybieliť."
01:25
But I was still concerned,
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Ale stále som bol znepokojený,
01:27
so I said, "You know what, I'm not going to do it."
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tak som povedal: "Viete čo, nejdem do toho."
01:30
And then came one of the biggest guilt trips of my life.
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A potom prišili jedny z najväčších výčitiek, aké som zažil.
01:34
This is coming from a Jewish guy, all right, so that means a lot.
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To povedal židovský chlap, správne, takže to znamená veľa.
01:37
(Laughter)
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(Smiech)
01:39
And he said, "Dan, what's wrong with you?
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A on povedal: "Dan, čo s tebou je?
01:42
Do you enjoy looking non-symmetric?
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Ty sa tešíš, že vyzeráš nesymetricky?
01:44
Do you have some kind of perverted pleasure from this?
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Máš z toho nejaké zvrátené potešenie?
01:49
Do women feel pity for you
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Cítia ženy voči tebe ľútosť
01:51
and have sex with you more frequently?"
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a majú s tebou častejšie sex?"
01:54
None of those happened.
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Nič také sa nestalo.
01:58
And this was very surprising to me,
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A to ma veľmi prekvapilo,
02:00
because I've gone through many treatments --
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pretože som prešiel mnohými liečbami --
02:02
there were many treatments I decided not to do --
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boli mnohé liečby, ktoré som sa rozhodol nepodstúpiť --
02:04
and I never got this guilt trip to this extent.
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a nikdy mi niekto nerobil takéto výčitky.
02:06
But I decided not to have this treatment.
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Ale rozhodol som sa nepodniknúť túto liečbu.
02:08
And I went to his deputy and asked him, "What was going on?
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A šiel som za zástupcom a opýtal som sa ho: "O čo ide?
02:10
Where was this guilt trip coming from?"
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Odkiaľ pochádzajú tieto výčitky?"
02:12
And he explained that they have done this procedure on two patients already,
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A on mi vysvetlil, že túto procedúru už urobili dvom pacientom
02:16
and they need the third patient for a paper they were writing.
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a potrebujú tretieho pacienta kvôli práci, ktorú o tom píšu.
02:19
(Laughter)
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(Smiech)
02:21
Now you probably think that this guy's a schmuck.
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Teraz si pravdepodobne myslíte, že tento chlap je hlupák.
02:23
Right, that's what he seems like.
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Správne, tak vyzerá.
02:25
But let me give you a different perspective on the same story.
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Ale dovoľte mi ukázať iný pohľad na ten istý príbeh.
02:28
A few years ago, I was running some of my own experiments in the lab.
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Pred pár rokmi som v laboratóriu robil nejaké vlastné experimenty.
02:31
And when we run experiments,
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A keď robíme experimenty,
02:33
we usually hope that one group will behave differently than another.
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obvykle dúfame, že jedna skupina sa bude správať inak ako druhá.
02:36
So we had one group that I hoped their performance would be very high,
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Takže sme mali jednu skupinu, u ktorej som dúfal vo veľmi vysoké výkony,
02:39
another group that I thought their performance would be very low,
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inú skupinu, u ktorej som dúfal vo veľmi slabý výkon.
02:42
and when I got the results, that's what we got --
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A keď som dostal výsledky, to sme aj získali --
02:44
I was very happy -- aside from one person.
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bol som veľmi šťastný -- až na jednu osobu.
02:47
There was one person in the group
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Bola tam jedna osoba v skupine,
02:49
that was supposed to have very high performance
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ktorá mala mať veľmi dobrý výkon,
02:51
that was actually performing terribly.
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ktorej výsledky boli v skutočnosti hrozné.
02:53
And he pulled the whole mean down,
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A tým stiahol celý tím dolu,
02:55
destroying my statistical significance of the test.
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čím zničil moju štatistickú významnosť testu.
02:59
So I looked carefully at this guy.
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Preto som sa pozorne pozrel na tohto chlapa.
03:01
He was 20-some years older than anybody else in the sample.
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Bol o 20-čosi rokov starší ako ktokoľvek vo vzorke.
03:04
And I remembered that the old and drunken guy
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A pamätal som si jedného starého opitého chlapa,
03:06
came one day to the lab
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ktorý jedného dňa prišiel do laboratória
03:08
wanting to make some easy cash
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a chcel ľahko zarobiť peniaze.
03:10
and this was the guy.
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A to bol tento chlapík.
03:12
"Fantastic!" I thought. "Let's throw him out.
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"Fantastické!" pomyslel som si. "Poďme ho vyhodiť.
03:14
Who would ever include a drunken guy in a sample?"
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Kto by kedy zahrnul opitého chlapa do vzorky?"
03:17
But a couple of days later,
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Ale, o pár dní neskôr,
03:19
we thought about it with my students,
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sme o tom rozmýšľali s mojimi študentami
03:21
and we said, "What would have happened if this drunken guy was not in that condition?
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a povedali sme si: "Čo by sa stalo, keby tento opitý chlapík nebol v takom stave?
03:24
What would have happened if he was in the other group?
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Čo by sa stalo, keby bol v druhej skupine?
03:26
Would we have thrown him out then?"
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Vylúčili by sme ho vtedy?"
03:28
We probably wouldn't have looked at the data at all,
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Pravdepodobne by sme sa vôbec nepozreli na údaje,
03:30
and if we did look at the data,
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a ak by sme sa aj na údaje pozreli,
03:32
we'd probably have said, "Fantastic! What a smart guy who is performing this low,"
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pravdepodobne by sme povedali: "Fantastické! Aký bystrý chlapík, ktorý má takýto zlý výkon,"
03:35
because he would have pulled the mean of the group lower,
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pretože by stiahol priemer skupiny nižšie,
03:37
giving us even stronger statistical results than we could.
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dávajúc nám ešte silnejšie štatistické výsledky, ako by bolo možné.
03:41
So we decided not to throw the guy out and to rerun the experiment.
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Takže sme sa rozhodli nevylúčiť tohto chlapíka a zopakovať experiment.
03:44
But you know, these stories,
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Ale viete, tieto príbehy,
03:47
and lots of other experiments that we've done on conflicts of interest,
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a množstvo experimentov, ktoré sme spravili na tému konflikt záujmov,
03:50
basically kind of bring two points
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v podstate prinášajú dve veci
03:52
to the foreground for me.
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pre mňa do popredia.
03:54
The first one is that in life we encounter many people
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Prvá je, že v živote stretneme veľa ľudí,
03:57
who, in some way or another,
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ktorí, takým alebo onakým spôsobom,
04:00
try to tattoo our faces.
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chcú potetovať naše tváre.
04:02
They just have the incentives that get them to be blinded to reality
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Oni len majú motívy, ktoré ich robia slepými k realite,
04:05
and give us advice that is inherently biased.
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a dávajú nám rady, ktoré sú podstatne skreslené.
04:08
And I'm sure that it's something that we all recognize,
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A som si istý, že to bude niečo, čo spoznávame všetci
04:10
and we see that it happens.
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a vidíme, že sa to deje.
04:12
Maybe we don't recognize it every time,
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Možno to nerozoznávame zakaždým,
04:14
but we understand that it happens.
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ale rozumieme, že sa to stáva.
04:16
The most difficult thing, of course, is to recognize
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Samozrejme najťažšie je rozoznať,
04:18
that sometimes we too
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že niekedy aj my
04:20
are blinded by our own incentives.
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sme oslepení svojimi vlastnými pohnútkami.
04:22
And that's a much, much more difficult lesson to take into account.
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A to je omnoho dôležitetejšie poučenie, ktoré si treba vziať.
04:25
Because we don't see how conflicts of interest work on us.
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Pretože nevidíme, ako konflikt zájmov funguje v nás.
04:29
When I was doing these experiments,
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Keď som robil tie pokusy,
04:31
in my mind, I was helping science.
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v mojich predstavách som pomáhal vede.
04:33
I was eliminating the data
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Vynechával som dáta,
04:35
to get the true pattern of the data to shine through.
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aby som pomohol vyniknúť skutočnej štruktúre dát.
04:37
I wasn't doing something bad.
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Nerobil som nič zlé.
04:39
In my mind, I was actually a knight
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Z môjho pohľadu som bol dokonca rytier,
04:41
trying to help science move along.
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pomáhajúci vede pohnúť sa ďalej.
04:43
But this was not the case.
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Ale toto nebol ten prípad.
04:45
I was actually interfering with the process with lots of good intentions.
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V skutočnosti som zasahoval do procesu s mnohými dobrými úmyslami.
04:48
And I think the real challenge is to figure out
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A myslím si, že skutočnou výzvou je uvedomiť si,
04:50
where are the cases in our lives
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kde sa v našich životoch vyskytujú tieto prípady,
04:52
where conflicts of interest work on us,
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keď na nás konflikt záujmov pôsobí,
04:54
and try not to trust our own intuition to overcome it,
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a snažiť sa neveriť vlastnej intuícii a prekonať ju,
04:57
but to try to do things
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snažiť sa robiť veci,
04:59
that prevent us from falling prey to these behaviors,
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vďaka ktorým nepadneme za obeť takémuto správaniu,
05:01
because we can create lots of undesirable circumstances.
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pretože môžeme spôsobiť mnoho neželaných situácií.
05:05
I do want to leave you with one positive thought.
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Chcem vás opustiť s jednou pozitívnou myšlienkou.
05:07
I mean, this is all very depressing, right --
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Toto je všetko smutné, áno -
05:09
people have conflicts of interest, we don't see it, and so on.
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ľudia majú konflikty záujmov, nevidíme to, a tak ďalej.
05:12
The positive perspective, I think, of all of this
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Pozitívny pohľad na toto všetko je myslím to,
05:14
is that, if we do understand when we go wrong,
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že ak rozumieme, kedy konáme nesprávne,
05:17
if we understand the deep mechanisms
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ak rozumieme vnútorným mechanizmom
05:19
of why we fail and where we fail,
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príčin zlyhania, a kedy zlyhávame,
05:21
we can actually hope to fix things.
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môžeme vlastne dúfať, že veci napravíme.
05:23
And that, I think, is the hope. Thank you very much.
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A to, myslím, je nádejou. Ďakujem pekne.
05:25
(Applause)
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(Potlesk)
ABOUT THE SPEAKER
Dan Ariely - Behavioral economistThe dismal science of economics is not as firmly grounded in actual behavior as was once supposed. In "Predictably Irrational," Dan Ariely told us why.
Why you should listen
Dan Ariely is a professor of psychology and behavioral economics at Duke University and a founding member of the Center for Advanced Hindsight. He is the author of the bestsellers Predictably Irrational, The Upside of Irrationality, and The Honest Truth About Dishonesty -- as well as the TED Book Payoff: The Hidden Logic that Shapes Our Motivations.
Through his research and his (often amusing and unorthodox) experiments, he questions the forces that influence human behavior and the irrational ways in which we often all behave.
Dan Ariely | Speaker | TED.com