TED2009
Dan Ariely: Our buggy moral code
Dan Ariely o chybách v našej morálke
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Behaviorálny ekonóm Dan Ariely študuje chyby v našej morálke: skryté dôvody, vďaka ktorým veríme že je v poriadku podvádzať či kradnúť(niekedy). Dômyselná štúdia mu pomáha potvrdiť, že sme predvídateľne iracionálni -- a môžeme byť ovplyvnený spôsobmi, ktoré nechápeme.
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
I want to talk to you today a little bit
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Dnes by som vám chcel povedať niečo
00:18
about predictable irrationality.
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o predvídateľnej iracionalite.
00:21
And my interest in irrational behavior
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A môj záujem o iracionálne správanie
00:25
started many years ago in the hospital.
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začal už pred mnohými rokmi v nemocnici.
00:28
I was burned very badly.
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Mal som veľmi vážne popáleniny.
00:32
And if you spend a lot of time in hospital,
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A keď strávite veľa času v nemocnici,
00:35
you'll see a lot of types of irrationalities.
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všimnete si veľa druhov iracionality.
00:38
And the one that particularly bothered me in the burn department
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Čo mňa konkrétne obťažovalo na oddelení popálenín,
00:43
was the process by which the nurses took the bandage off me.
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bol spôsob, akým zo mňa sestričky dávali dole obväzy.
00:48
Now, you must have all taken a Band-Aid off at some point,
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Takže, každý ste určite niekedy odlepovali leukoplast,
00:50
and you must have wondered what's the right approach.
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a boli ste zvedavý, ktorý prístup je ten správny.
00:53
Do you rip it off quickly -- short duration but high intensity --
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Strhnete ho rýchlo -- krátke ale veľmi intenzívne --
00:57
or do you take your Band-Aid off slowly --
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alebo odlepíte leukoplast pomaly -
00:59
you take a long time, but each second is not as painful --
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trvá to dlhšie, ale každá sekunda je menej bolestivá -
01:03
which one of those is the right approach?
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ktorý spôsob je ten správny?
01:06
The nurses in my department thought that the right approach
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Sestričky na mojom oddelení si mysleli, že správny
01:10
was the ripping one, so they would grab hold and they would rip,
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je ten rýchly, takže náplasť chytili a strhli,
01:13
and they would grab hold and they would rip.
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chytili a strhli.
01:15
And because I had 70 percent of my body burned, it would take about an hour.
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A keďže popálených som mal 70 percent tela, trvalo to asi hodinu.
01:19
And as you can imagine,
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Viete si predstaviť
01:22
I hated that moment of ripping with incredible intensity.
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ako veľmi som nenávidel ten moment trhnutia.
01:26
And I would try to reason with them and say,
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Takže som sa snažil s nimi dohodnúť a vravím,
01:28
"Why don't we try something else?
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„Prečo neskúsime niečo iné?
01:29
Why don't we take it a little longer --
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Prečo to neskúsime pomalšie -
01:31
maybe two hours instead of an hour -- and have less of this intensity?"
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možno dve hodiny namiesto jednej - a bude to menej drastické?“
01:36
And the nurses told me two things.
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A sestričky mi povedali dve veci.
01:38
They told me that they had the right model of the patient --
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Povedali, že ony vedia, čo majú s pacientom robiť -
01:42
that they knew what was the right thing to do to minimize my pain --
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vedia, ako u pacienta minimalizovať bolesť -
01:45
and they also told me that the word patient doesn't mean
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a tiež povedali, že slovo pacient ( patient=trpezlivý ) neznamená
01:48
to make suggestions or to interfere or ...
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dávať návrhy alebo inak zasahovať ...
01:50
This is not just in Hebrew, by the way.
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A to nie len v hebrejčine, mimochodom.
01:53
It's in every language I've had experience with so far.
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Zatiaľ to bolo v každom jazyku, s ktorým som sa stretol.
01:56
And, you know, there's not much -- there wasn't much I could do,
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Nuž a, veľmi som si nepomohol -
02:00
and they kept on doing what they were doing.
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a oni pokračovali spôsobom, akým začali.
02:03
And about three years later, when I left the hospital,
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Asi tri roky po tom, čo som odišiel z nemocnice,
02:05
I started studying at the university.
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začal som študovať na univerzite.
02:08
And one of the most interesting lessons I learned
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A jedna z najzaujímavejších vecí, ktoré som sa naučil
02:11
was that there is an experimental method
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bolo, že existuje experimentálny postup,
02:13
that if you have a question you can create a replica of this question
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že ak máte otázku, môžete z nej odvodiť ďalšiu,
02:17
in some abstract way, and you can try to examine this question,
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abstraktnú, a skúsiť skúmať túto novú otázku,
02:21
maybe learn something about the world.
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a možno sa naučiť niečo o svete.
02:23
So that's what I did.
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Takže to som aj spravil.
02:25
I was still interested
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Stále ma zaujímalo,
02:26
in this question of how do you take bandages off burn patients.
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ako odstraňovať popáleným pacientom obväzy.
02:28
So originally I didn't have much money,
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Lenže, na začiatku som nemal veľa peňazí,
02:31
so I went to a hardware store and I bought a carpenter's vice.
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takže som zašiel do železiarstva a kúpil zverák.
02:35
And I would bring people to the lab and I would put their finger in it,
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No a potom som vodil ľudí do labáku a strčil ich prst do zveráku,
02:39
and I would crunch it a little bit.
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a trochu stlačil.
02:41
(Laughter)
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(Smiech)
02:43
And I would crunch it for long periods and short periods,
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A stláčal som ho na dlhší čas, na kratší čas,
02:46
and pain that went up and pain that went down,
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a bolesť stúpala a klesala,
02:48
and with breaks and without breaks -- all kinds of versions of pain.
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s prestávkami a bez prestávok - všetky druhy bolesti.
02:52
And when I finished hurting people a little bit, I would ask them,
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A keď som prestal s týmto ubližovaním, spýtal som sa ich,
02:54
so, how painful was this? Or, how painful was this?
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tak čo, ako veľmi to bolelo? A toto?
02:56
Or, if you had to choose between the last two,
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Alebo, ak by ste si mali vybrať medzi poslednými dvoma,
02:58
which one would you choose?
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ktoré by ste si vybrali?
03:00
(Laughter)
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(Smiech)
03:03
I kept on doing this for a while.
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Takto som to robil aj naďalej.
03:06
(Laughter)
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(Smiech)
03:08
And then, like all good academic projects, I got more funding.
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A potom, ako všetky dobré akademické projekty, dostal som viac financií.
03:12
I moved to sounds, electrical shocks --
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Prešiel som k zvukom, elektrickým šokom -
03:14
I even had a pain suit that I could get people to feel much more pain.
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dokonca som mal špeciálny oblek, ktorý dokázal spôsobiť oveľa väčšiu bolesť.
03:19
But at the end of this process,
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Ale na konci tohto všetkého,
03:23
what I learned was that the nurses were wrong.
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som zistil, že sestričky sa mýlili.
03:26
Here were wonderful people with good intentions
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Boli to úžasní ľudia s dobrým úmyslom
03:29
and plenty of experience, and nevertheless
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množstvom skúseností, a napriek tomu,
03:31
they were getting things wrong predictably all the time.
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ľudia, ktorí predvídatelne robia celý čas veci zle.
03:35
It turns out that because we don't encode duration
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Ukázalo sa, že keďže trvanie vnímame
03:38
in the way that we encode intensity,
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iným spôsobom ako intenzitu,
03:40
I would have had less pain if the duration would have been longer
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mal by som menej bolesti, ak by náplaste strhávali dlhšie
03:44
and the intensity was lower.
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s menšou intenzitou.
03:46
It turns out it would have been better to start with my face,
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Ukázalo sa, že by bolo lepšie, ak by začali s tvárou,
03:49
which was much more painful, and move toward my legs,
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ktorá bola omnoho bolestivejšia, a prešli k nohám,
03:51
giving me a trend of improvement over time --
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tak by som mal pocit postupného zlepšenia --
03:54
that would have been also less painful.
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a tiež by to bolo menej bolestivé.
03:55
And it also turns out that it would have been good
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Takisto sa ukázalo, že by bolo dobré,
03:57
to give me breaks in the middle to kind of recuperate from the pain.
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ak by počas toho robili prestávky, aby som sa spamätal z bolesti.
03:59
All of these would have been great things to do,
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Bolo by úžasné postupovať týmto spôsobom,
04:01
and my nurses had no idea.
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no sestričky o tom nemali poňatie.
04:04
And from that point on I started thinking,
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A od toho momentu som začal uvažovať,
04:05
are the nurses the only people in the world who get things wrong
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sú to len sestričky, ktoré sa rozhodujú nesprávne
04:08
in this particular decision, or is it a more general case?
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v tomto konkrétnom prípade, alebo to platí všeobecnejšie?
04:11
And it turns out it's a more general case --
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Ukázalo sa, že je to všeobecnejšie -
04:13
there's a lot of mistakes we do.
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dopúšťame sa mnohých chýb.
04:16
And I want to give you one example of one of these irrationalities,
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A rád by som vám ukázal príklad jednej takejto iracionality,
04:21
and I want to talk to you about cheating.
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a budem rozprávať o podvádzaní.
04:24
And the reason I picked cheating is because it's interesting,
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Dôvod, prečo som si zvolil podvádzanie je preto, že je zaujímavé,
04:26
but also it tells us something, I think,
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ale tiež nám, podľa môjho názoru, hovorí niečo
04:28
about the stock market situation we're in.
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o súčasnej situácií na burze cenných papierov.
04:31
So, my interest in cheating started
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Môj záujem o podvádzanie začal
04:34
when Enron came on the scene, exploded all of a sudden,
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keď prišiel na scénu Enron, z ničoho nič to vybuchlo,
04:36
and I started thinking about what is happening here.
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a ja som sa zamyslel, čo sa to tu deje.
04:39
Is it the case that there was kind of
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Ide o prípad, kde
04:40
a few apples who are capable of doing these things,
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je pár čiernych ovcí, ktoré spôsobia tieto veci,
04:43
or are we talking a more endemic situation,
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alebo to je väčšieho rozsahu,
04:45
that many people are actually capable of behaving this way?
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a mnoho ľudí je skutočne schopných sa takto správať?
04:49
So, like we usually do, I decided to do a simple experiment.
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Takže, ako zvyčajne, rozhodol som sa spraviť malý experiment.
04:53
And here's how it went.
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A vyzeralo takto to.
04:54
If you were in the experiment, I would pass you a sheet of paper
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Ak by ste boli medzi účastníkmi experimentu, dal by som vám papier
04:57
with 20 simple math problems that everybody could solve,
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s 20 jednoduchými matematickými príkladmi, ktoré vyrieši každý,
05:01
but I wouldn't give you enough time.
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ale nedal by som vám dosť času.
05:03
When the five minutes were over, I would say,
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Po piatich minútach by som povedal,
05:05
"Pass me the sheets of paper, and I'll pay you a dollar per question."
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„Odovzdajte mi vaše papiere a za každú zodpovedanú otázku vám dám dolár.“
05:08
People did this. I would pay people four dollars for their task --
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Takto to prebiehalo. Ľuďom som zaplatil za ich úlohu štyri doláre --
05:12
on average people would solve four problems.
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v priemere každý vyriešil štyri príklady.
05:14
Other people I would tempt to cheat.
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Iných som nabádal, aby podvádzali.
05:17
I would pass their sheet of paper.
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Rozdal som papiere.
05:18
When the five minutes were over, I would say,
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Keď prešlo päť minút, povedal som,
05:20
"Please shred the piece of paper.
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„Prosím roztrhajte ten papier.
05:21
Put the little pieces in your pocket or in your backpack,
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Odložte si tie kúsky do vrecka, alebo do batohu,
05:24
and tell me how many questions you got correctly."
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a povedzte mi, koľko príkladov ste mali správne.“
05:27
People now solved seven questions on average.
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Teraz "vyriešili" v priemere sedem príkladov.
05:30
Now, it wasn't as if there was a few bad apples --
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A nebolo to tak, že by sa vyskytlo pár čiernych ovcí -
05:35
a few people cheated a lot.
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že by pár ľudí veľmi podvádzalo.
05:38
Instead, what we saw is a lot of people who cheat a little bit.
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Namiesto toho sme zistili, že bolo mnoho ľudí, ktorí podvádzali len málo.
05:41
Now, in economic theory,
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V ekonomickej teórií,
05:44
cheating is a very simple cost-benefit analysis.
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podvádzanie je veľmi jednoduchou analýzou nákladov a výnosov.
05:47
You say, what's the probability of being caught?
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Poviete si, aká je šanca, že mi na to prídu?
05:49
How much do I stand to gain from cheating?
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Koľko získam týmto podvodom?
05:52
And how much punishment would I get if I get caught?
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A aký by bol trest, keby ma chytili?
05:54
And you weigh these options out --
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A zvážite tieto možnosti -
05:56
you do the simple cost-benefit analysis,
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spravíte jednoduchú analýzu nákladov a výnosov,
05:58
and you decide whether it's worthwhile to commit the crime or not.
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a rozhodnete sa, či stojí za to spáchať ten zločin, alebo nie.
06:01
So, we try to test this.
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Tak sme to skúsili otestovať.
06:03
For some people, we varied how much money they could get away with --
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U niektorých ľudí sme menili množstvo peňazí, s ktorými by odišli -
06:07
how much money they could steal.
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ktoré by mohli ukradnúť.
06:08
We paid them 10 cents per correct question, 50 cents,
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Zaplatili sme im 10 centov za správnu odpoveď, 50 centov,
06:11
a dollar, five dollars, 10 dollars per correct question.
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dolár, päť dolárov, 10 dolárov za správnu odpoveď.
06:14
You would expect that as the amount of money on the table increases,
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Očakávali by ste, že s rastúcou odmenou,
06:18
people would cheat more, but in fact it wasn't the case.
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budú ľudia podvádzať viac, ale v skutočnosti to tak nebolo.
06:21
We got a lot of people cheating by stealing by a little bit.
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Bolo mnoho ľudí, ktorí ale podvádzali len málo.
06:24
What about the probability of being caught?
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A čo šanca, že budú pristihnutí?
06:27
Some people shredded half the sheet of paper,
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Niektorí roztrhali polovicu papiera,
06:29
so there was some evidence left.
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takže ostalo nejaké svedectvo.
06:30
Some people shredded the whole sheet of paper.
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Niektorí roztrhali celý papier.
06:32
Some people shredded everything, went out of the room,
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Niektorí roztrhali všetko, odišli z miestnosti,
06:35
and paid themselves from the bowl of money that had over 100 dollars.
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a sami sa vyplatili z misky s peniazmi, v ktorej bolo vyše 100 dolárov.
06:38
You would expect that as the probability of being caught goes down,
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Očakávali by ste, že ako sa znižuje pravdepodobnosť prichytenia,
06:41
people would cheat more, but again, this was not the case.
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ľudia budú podvádzať viac, ale znova, tak to nebolo.
06:44
Again, a lot of people cheated by just by a little bit,
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Opäť podvádzalo veľa ludí, ale len o málo,
06:47
and they were insensitive to these economic incentives.
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a nekonali podľa týchto ekonomických stimulov.
06:50
So we said, "If people are not sensitive
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Zamysleli sme sa, „Ak ľudia nereagujú
06:51
to the economic rational theory explanations, to these forces,
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na racionálne ekonomické vysvetlenia, na tieto sily,
06:56
what could be going on?"
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čím by to mohlo byť?“
06:59
And we thought maybe what is happening is that there are two forces.
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A prišli sme na to, že by mohlo ísť o dve sily.
07:02
At one hand, we all want to look at ourselves in the mirror
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Na jednej strane, všetci sa chceme pozrieť do zrkadla
07:04
and feel good about ourselves, so we don't want to cheat.
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a mať zo seba dobrý pocit, takže nechceme podvádzať.
07:07
On the other hand, we can cheat a little bit,
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Na druhej strane, môžeme trochu podvádzať,
07:09
and still feel good about ourselves.
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a stále sa dobre cítiť.
07:11
So, maybe what is happening is that
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Takže, možno ide o to,
07:12
there's a level of cheating we can't go over,
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že existuje nejaká hranica podvádzania, za ktorú už nechceme ísť,
07:14
but we can still benefit from cheating at a low degree,
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ale z malého podvodu môžeme prosperovať,
07:18
as long as it doesn't change our impressions about ourselves.
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pokiaľ to nezmení náš názor na seba samého.
07:21
We call this like a personal fudge factor.
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Nazvali sme to "osobný faktor vykrúcania sa"
07:25
Now, how would you test a personal fudge factor?
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Lenže, ako by ste tento "osobný faktor vykrúcania" testovali?
07:29
Initially we said, what can we do to shrink the fudge factor?
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Najprv sme si povedali, ako je možné zmenšiť tento faktor vykrúcania sa?
07:33
So, we got people to the lab, and we said,
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Tak sme priviedli ľudí do laboratória a povedali,
07:35
"We have two tasks for you today."
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„Dnes pre vás máme dve úlohy.“
07:37
First, we asked half the people
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Najprv sme polovici ľudí povedali,
07:38
to recall either 10 books they read in high school,
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aby si spomenuli buď na 10 kníh, ktoré prečítali na strednej škole,
07:40
or to recall The Ten Commandments,
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alebo aby si spomenuli na Desatoro Božích prikázaní,
07:43
and then we tempted them with cheating.
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a potom sme ich zvádzali k podvádzaniu.
07:45
Turns out the people who tried to recall The Ten Commandments --
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Ukázalo sa, že ľudia, ktorí sa snažili spomenúť si na Desatoro Božích prikázaní-
07:48
and in our sample nobody could recall all of The Ten Commandments --
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a v našej vzorke si na všetky prikázania nespomenul nikto -
07:51
but those people who tried to recall The Ten Commandments,
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ale tí, ktorí sa snažili spomenúť si na Desatoro Božích prikázaní,
07:55
given the opportunity to cheat, did not cheat at all.
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aj keď mali možnosť, vôbec nepodvádzali.
07:58
It wasn't that the more religious people --
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A nebolo to tak, že by náboženskejší -
08:00
the people who remembered more of the Commandments -- cheated less,
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tí, ktorí si spomenuli na viac prikázaní - podvádzali menej,
08:01
and the less religious people --
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a tí menej veriaci,
08:03
the people who couldn't remember almost any Commandments --
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ktorí si nespomenuli takmer na žiadne prikázanie,
08:04
cheated more.
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podvádzali viac.
08:06
The moment people thought about trying to recall The Ten Commandments,
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V momente, ako sa začali pokúšať spomenúť si na Desatoro,
08:10
they stopped cheating.
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prestali podvádzať.
08:11
In fact, even when we gave self-declared atheists
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v skutočnosti, aj keď sme dali samozvaným ateistom
08:13
the task of swearing on the Bible and we give them a chance to cheat,
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za úlohu prisahať na Bibliu a potom šancu podvádzať,
08:17
they don't cheat at all.
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aj tak vôbec nepodvádzali.
08:21
Now, Ten Commandments is something that is hard
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Lenže, Desatoro je niečo, čo sa ťažko
08:23
to bring into the education system, so we said,
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vnáša do systému školstva, tak sme si povedali,
08:25
"Why don't we get people to sign the honor code?"
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„Prečo im nedáme podpísať čestné prehlásenie?“
08:27
So, we got people to sign,
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Takže sme im dali podpísať toto,
08:29
"I understand that this short survey falls under the MIT Honor Code."
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„Uvedomujem si, že tento krátky dotazník spadá pod MIT kódex cti.“
08:33
Then they shredded it. No cheating whatsoever.
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Potom to roztrhali. Vôbec žiadne podvody.
08:36
And this is particularly interesting,
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A toto je obzvlášť zaujímavé,
08:37
because MIT doesn't have an honor code.
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pretože MIT nemá kódex cti.
08:39
(Laughter)
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(Smiech)
08:44
So, all this was about decreasing the fudge factor.
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Tak, toto všetko bolo o znižovaní faktora vykrúcania sa.
08:48
What about increasing the fudge factor?
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A čo zvýšiť tento faktor?
08:51
The first experiment -- I walked around MIT
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Prvý experiment -- prechádzal som sa po MIT
08:53
and I distributed six-packs of Cokes in the refrigerators --
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a rozmiestňoval balenia koly do chladničiek -
08:56
these were common refrigerators for the undergrads.
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boli to chladničky pre študentov.
08:58
And I came back to measure what we technically call
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A potom som sa vrátil a odmeral, čo technicky nazývame
09:01
the half-lifetime of Coke -- how long does it last in the refrigerators?
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polčas rozpadu koly - ako dlho vydržia v chladničkách?
09:05
As you can expect it doesn't last very long; people take it.
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Ako ste mohli predpokladať, netrvalo to dlho. Ľudia si ich vzali.
09:08
In contrast, I took a plate with six one-dollar bills,
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Na rozdiel od toho, zobral som platňu so šiestimi jednodolárovkami,
09:12
and I left those plates in the same refrigerators.
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a tieto platne som nechal v rovnakých chladničkách.
09:15
No bill ever disappeared.
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Ani jedna bankovka nezmizla.
09:16
Now, this is not a good social science experiment,
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Lenže, toto nie je dobrý sociálny experiment,
09:19
so to do it better I did the same experiment
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takže aby som to vylepšil, spravil som rovnaký pokus,
09:22
as I described to you before.
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ako som opisoval predtým.
09:24
A third of the people we passed the sheet, they gave it back to us.
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Tretina ľudí, ktorým sme rozdali papier, nám ho vrátila späť.
09:27
A third of the people we passed it to, they shredded it,
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Tretina ho roztrhala,
09:30
they came to us and said,
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prišla za nami a povedala,
09:31
"Mr. Experimenter, I solved X problems. Give me X dollars."
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„Pán experimentátor, vyriešil som X príkladov. Dajte mi X dolárov.“
09:34
A third of the people, when they finished shredding the piece of paper,
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Posledná tretina ľudí, keď roztrhala papier,
09:37
they came to us and said,
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prišla za nami a povedala,
09:39
"Mr Experimenter, I solved X problems. Give me X tokens."
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„Pán experimentátor, vyriešil som X príkladov. Dajte mi X žetónov.“
09:45
We did not pay them with dollars; we paid them with something else.
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Neplatili sme ich dolármi. Dávali sme im žetóny.
09:48
And then they took the something else, they walked 12 feet to the side,
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A oni potom zobrali žetóny, prešli 3 a pol metra bokom,
09:51
and exchanged it for dollars.
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a zamenili ich za doláre.
09:53
Think about the following intuition.
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Zamyslite sa nad týmto:
09:55
How bad would you feel about taking a pencil from work home,
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Ako nepríjemné by vám bolo vziať ceruzku z práce domov,
09:58
compared to how bad would you feel
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oproti tomu ako by ste sa cítili,
10:00
about taking 10 cents from a petty cash box?
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keby ste si vzali 10 centov z pokladničky na drobné?
10:02
These things feel very differently.
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Je to veľmi odlišný pocit.
10:05
Would being a step removed from cash for a few seconds
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Je tam nejaký rozdiel, ak ľuďom nezaplatíte
10:08
by being paid by token make a difference?
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priamo peniazmi, ale najprv - aj keď len na pár sekúnd - žetónmi?
10:11
Our subjects doubled their cheating.
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Podvádzanie sa zdvojnásobilo.
10:13
I'll tell you what I think
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Hneď vám poviem, čo si myslím
10:15
about this and the stock market in a minute.
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o tomto a burze cenných papierov.
10:18
But this did not solve the big problem I had with Enron yet,
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Ale to ešte nevyriešilo velký problém, ktorý som mal s Enronom,
10:22
because in Enron, there's also a social element.
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pretože v Enrone je aj istý spoločenský prvok.
10:25
People see each other behaving.
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Ľudia vidia, ako sa správajú ostatní.
10:26
In fact, every day when we open the news
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Vlastne, každý deň, keď otvoríme noviny,
10:28
we see examples of people cheating.
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vidíme príklady toho, ako ľudia podvádzajú.
10:30
What does this cause us?
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Čo to s nami robí?
10:33
So, we did another experiment.
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Spravili sme ďalší experiment.
10:34
We got a big group of students to be in the experiment,
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Vybrali sme veľú skupinu študentov na experiment,
10:37
and we prepaid them.
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a zaplatili sme im dopredu.
10:38
So everybody got an envelope with all the money for the experiment,
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Takže každý dostal obálku s peniazmi, ktoré bolo možné zarobiť,
10:41
and we told them that at the end, we asked them
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a povedali sme im, že na konci ich požiadame,
10:43
to pay us back the money they didn't make. OK?
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aby nám vyplatili späť peniaze, ktoré nezarobili. V poriadku?
10:47
The same thing happens.
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Stalo sa to isté.
10:48
When we give people the opportunity to cheat, they cheat.
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Keď sme im dali možnosť podvádzať, podvádzali.
10:50
They cheat just by a little bit, all the same.
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Síce podvádzali len málo, ale väčšina.
10:53
But in this experiment we also hired an acting student.
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Ale v tomto pokuse sme si najali aj študenta-herca.
10:56
This acting student stood up after 30 seconds, and said,
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Ten po 30 sekundách vstal a povedal,
11:00
"I solved everything. What do I do now?"
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„Vypočítal som všetko. Čo teraz?“
11:03
And the experimenter said, "If you've finished everything, go home.
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A experimentátor povedal, „Nuž, ak ste všetko vyriešili, môžete ísť domov.“
11:07
That's it. The task is finished."
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A bolo. Úloha splnená.
11:08
So, now we had a student -- an acting student --
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Takže, mali sme študenta - herca -
11:12
that was a part of the group.
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ktorý bol členom skupiny.
11:14
Nobody knew it was an actor.
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Nikto nevedel, že ide o herca.
11:16
And they clearly cheated in a very, very serious way.
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A očividne veľmi vážne podvádzali.
11:20
What would happen to the other people in the group?
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No a ako sa zachovajú ostatní v skupine?
11:23
Will they cheat more, or will they cheat less?
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Budú podvádzať viac, alebo menej?
11:26
Here is what happens.
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Je to takto.
11:28
It turns out it depends on what kind of sweatshirt they're wearing.
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Ukázalo sa, že to závisí od toho, aký majú na sebe sveter.
11:32
Here is the thing.
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Pretože...
11:34
We ran this at Carnegie Mellon and Pittsburgh.
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Experiment sme robili v Carnegie Mellon v Pittsburghu.
11:37
And at Pittsburgh there are two big universities,
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A v Pittsburghu sú dve veľké univerzity,
11:39
Carnegie Mellon and University of Pittsburgh.
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Carnegie Mellon a Pittsburghská univerzita.
11:42
All of the subjects sitting in the experiment
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Všetci účastníci experimentu
11:44
were Carnegie Mellon students.
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boli študenti Carnegie Mellon.
11:46
When the actor who was getting up was a Carnegie Mellon student --
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Keď hrajúci študent bol študentom Carnegie Mellon --
11:50
he was actually a Carnegie Mellon student --
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aj v skutočnosti bol študentom Carnegie Mellon --
11:52
but he was a part of their group, cheating went up.
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ale bol členom ich skupiny, podvádzanie sa zvýšilo.
11:56
But when he actually had a University of Pittsburgh sweatshirt,
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Ale keď si na seba dal sveter Pittsburghskej univerzity,
12:00
cheating went down.
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podvádzanie kleslo.
12:02
(Laughter)
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(Smiech)
12:05
Now, this is important, because remember,
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Hm, toto je dôležité, pretože myslite na to,
12:08
when the moment the student stood up,
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že v momente keď študent vstal,
12:10
it made it clear to everybody that they could get away with cheating,
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bolo každému jasné, že podvádzanie im prejde,
12:13
because the experimenter said,
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pretože experimentátor povedal,
12:15
"You've finished everything. Go home," and they went with the money.
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„Všetko ste vypočítali. Choďte domov,“ a odišli aj s peniazmi.
12:17
So it wasn't so much about the probability of being caught again.
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Takže už to nebolo o tom, aká je šanca, že vám na to prídu.
12:20
It was about the norms for cheating.
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Bolo to o normách pre podvádzanie.
12:23
If somebody from our in-group cheats and we see them cheating,
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Ak niekto zvnútra našej skupiny podvádza a vidíme to,
12:26
we feel it's more appropriate, as a group, to behave this way.
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príde nám vhodnejšie, ako skupine, správať sa rovnako.
12:30
But if it's somebody from another group, these terrible people --
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Ale ak ide o niekoho z inej skupiny, z tých hrozných ľudí -
12:32
I mean, not terrible in this --
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teda, nemyslím hrozných v tomto prípade -
12:34
but somebody we don't want to associate ourselves with,
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ale niekto, s kým nechceme mať nič spoločné,
12:36
from another university, another group,
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z inej univerzity, z inej skupiny,
12:38
all of a sudden people's awareness of honesty goes up --
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z ničoho nič u ľudí stúpne úroveň poctivosti -
12:41
a little bit like The Ten Commandments experiment --
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tak trocha ako pri pokuse s Desatorom -
12:43
and people cheat even less.
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a ľudia budú podvádzať ešte menej.
12:47
So, what have we learned from this about cheating?
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Takže, čo sme sa tu naučili o podvádzaní?
12:51
We've learned that a lot of people can cheat.
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Zistili sme, že veľa ľudí je schopných podvádzať.
12:54
They cheat just by a little bit.
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Podvádzajú len málo.
12:57
When we remind people about their morality, they cheat less.
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Keď im pripomenieme morálku, podvádzajú menej.
13:01
When we get bigger distance from cheating,
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Keď zväčšíme vzdialenosť medzi podvodom
13:04
from the object of money, for example, people cheat more.
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a peňažnou odmenou, napr. cez žetóny, ľudia podvádzajú viac.
13:08
And when we see cheating around us,
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A keď vidíme, že sa okolo nás podvádza,
13:10
particularly if it's a part of our in-group, cheating goes up.
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obzvlášť, ak ide o člena našej skupiny, podvádzame viac.
13:14
Now, if we think about this in terms of the stock market,
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Teraz, keď si to vezmeme z pohľadu burzy cenných papierov,
13:17
think about what happens.
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myslite na to, čo sa stane.
13:18
What happens in a situation when you create something
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Čo sa stane v situácií, keď vytvoríte niečo,
13:21
where you pay people a lot of money
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kde ľuďom zaplatíte mnoho peňazí,
13:23
to see reality in a slightly distorted way?
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aby videli realitu mierne skreslenú?
13:26
Would they not be able to see it this way?
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Neboli by schopní to takto vidieť?
13:29
Of course they would.
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Isteže boli.
13:30
What happens when you do other things,
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Čo sa stane, ak spravíte niečo iné,
13:31
like you remove things from money?
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napríklad oddelíte veci od peňazí?
13:33
You call them stock, or stock options, derivatives,
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Nazvete ich akcie, opcie, deriváty,
13:36
mortgage-backed securities.
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cenné papiere kryté hypotékou.
13:37
Could it be that with those more distant things,
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Môže byť, že s týmito vecami vzdialenejšími od peňazí,
13:40
it's not a token for one second,
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nie je to žetón na sekundu,
13:42
it's something that is many steps removed from money
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je to niečo mnoho krokov vzdialené od peňazí
13:44
for a much longer time -- could it be that people will cheat even more?
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na oveľa dlhší čas - môže byť, že takto budú ľudia podvádzať ešte viac?
13:48
And what happens to the social environment
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A čo spoločenské prostredie,
13:50
when people see other people behave around them?
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keď ľudia vidia správanie ostatných okolo nich?
13:53
I think all of those forces worked in a very bad way
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Myslím, že všetky tieto sily pôsobia veľmi zlým spôsobom
13:57
in the stock market.
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na burze cenných papierov.
13:59
More generally, I want to tell you something
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Všeobecne, chcem vám povedať niečo
14:02
about behavioral economics.
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o behaviorálnej ekonómií.
14:05
We have many intuitions in our life,
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V živote máme mnoho tušení,
14:09
and the point is that many of these intuitions are wrong.
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a problém je, že mnoho z týchto tušení je nesprávnych.
14:12
The question is, are we going to test those intuitions?
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Otázkou je, budeme si overovať tieto tušenia?
14:15
We can think about how we're going to test this intuition
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Vieme si predstaviť, ako budeme testovať tieto tušenia
14:17
in our private life, in our business life,
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v našom osobnom živote, v pracovnom živote,
14:19
and most particularly when it goes to policy,
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a hlavne pokiaľ ide o pravidlá,
14:22
when we think about things like No Child Left Behind,
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keď myslíme na veci ako No Child Left Behind (norma pre vzdelávanie na školách v USA),
14:25
when you create new stock markets, when you create other policies --
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keď vytvárate nové burzy cenných papierov, iné pravidlá -
14:28
taxation, health care and so on.
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dane, zdravotnú starostlivosť atď.
14:31
And the difficulty of testing our intuition
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A aké ťažké je overiť si naše tušenia
14:33
was the big lesson I learned
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sa ukázalo,
14:35
when I went back to the nurses to talk to them.
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keď som sa k sestričkám vrátil porozprávať sa.
14:37
So I went back to talk to them
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Tak som šiel späť za nimi
14:39
and tell them what I found out about removing bandages.
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a povedal im, čo som zistil o odstraňovaní obväzov.
14:42
And I learned two interesting things.
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A naučil som sa dve zaujímavé veci.
14:44
One was that my favorite nurse, Ettie,
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Jednou bolo, že moja obľúbená sestrička, Ettie,
14:46
told me that I did not take her pain into consideration.
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mi povedala, že som nevzal do úvahy jej bolesť.
14:50
She said, "Of course, you know, it was very painful for you.
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Povedala, „Samozrejme, že pre vás to bolo veľmi bolestivé.
14:52
But think about me as a nurse,
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Ale myslite na mňa ako sestričku,
14:54
taking, removing the bandages of somebody I liked,
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dávať dole obväzy niekomu, koho som mala rada,
14:56
and had to do it repeatedly over a long period of time.
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a musieť to robiť opakovane a dlhšiu dobu.
14:59
Creating so much torture was not something that was good for me, too."
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Takéto mučenie nebolo niečo, čo by mi práve prospievalo.“
15:02
And she said maybe part of the reason was it was difficult for her.
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Povedala, že jedným z dôvodov mohlo byť, že to bolo ťažké pre ňu.
15:07
But it was actually more interesting than that, because she said,
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Ale v skutočnosti to bolo ešte zaujímavejšie, pretože povedala,
15:10
"I did not think that your intuition was right.
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„Nemala som pocit, že by vaša intuícia bola správna.
15:15
I felt my intuition was correct."
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Cítila som, že správna je tá moja.“
15:16
So, if you think about all of your intuitions,
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Keď sa zamyslíte nad vašimi intuíciami,
15:18
it's very hard to believe that your intuition is wrong.
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je veľmi ťažké uveriť, že by mohli byť nesprávne.
15:22
And she said, "Given the fact that I thought my intuition was right ..." --
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A povedala, „Keďže som si myslela, že moja intuícia ma neklame...“ -
15:25
she thought her intuition was right --
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verila, že jej intuícia je správna -
15:27
it was very difficult for her to accept doing a difficult experiment
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bolo pre ňu veľmi ťažké podujať sa na zložitý pokus,
15:32
to try and check whether she was wrong.
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aby si overila, či sa mýli alebo nie.
15:34
But in fact, this is the situation we're all in all the time.
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Lenže v skutočnosti je toto situácia, v ktorej sme po celý čas.
15:38
We have very strong intuitions about all kinds of things --
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Máme silné tušenia o rôznych veciach -
15:41
our own ability, how the economy works,
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o našich schopnostiach, o tom ako funguje ekonomika,
15:44
how we should pay school teachers.
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ako by mali byť platení učitelia.
15:46
But unless we start testing those intuitions,
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Ale pokiaľ si nezačneme overovať tieto intuície,
15:49
we're not going to do better.
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nebudeme na tom lepšie.
15:51
And just think about how better my life would have been
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A len si pomyslite, o koľko by bol môj život lepší,
15:53
if these nurses would have been willing to check their intuition,
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keby tamtie sestričky boli ochotné overiť si ich intuíciu,
15:55
and how everything would have been better
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a ako by bolo všetko lepšie,
15:56
if we just start doing more systematic experimentation of our intuitions.
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keby sme jednoducho začali viac systematicky overovať naše intuície.
16:01
Thank you very much.
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Ďakujem vám veľmi pekne.
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