TEDGlobal 2005
Barry Schwartz: The paradox of choice
Barry Schwartz: Paradoks izbire
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Psiholog Barry Schwartz se osredotoči na osrednje načelo zahodne družbe: svobodo izbire. Po Schwartzevi oceni nas je izbira naredila bolj paralizirane kot svobodne in ne bolj vesele, ampak bolj nezadovoljne.
Barry Schwartz - Psychologist
Barry Schwartz studies the link between economics and psychology, offering startling insights into modern life. Lately, working with Ken Sharpe, he's studying wisdom. Full bio
Barry Schwartz studies the link between economics and psychology, offering startling insights into modern life. Lately, working with Ken Sharpe, he's studying wisdom. Full bio
Double-click the English transcript below to play the video.
00:25
I'm going to talk to you about some stuff that's in this book of mine
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Danes bom govoril o rečeh,
ki se nahajajo v eni od mojih knjig
ki se nahajajo v eni od mojih knjig
in upam, da jih boste lahko povezali
s stvarmi, ki ste jih že slišali.
s stvarmi, ki ste jih že slišali.
00:28
that I hope will resonate with other things you've already heard,
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00:31
and I'll try to make some connections myself, in case you miss them.
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Nekaj povezav bom poskušal narediti
tudi sam, če jih boste morda spregledali.
tudi sam, če jih boste morda spregledali.
00:35
I want to start with what I call the "official dogma."
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Rad bi začel s tem,
čemur pravim "uradna dogma".
čemur pravim "uradna dogma".
00:39
The official dogma of what?
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Uradna dogma česa?
00:41
The official dogma of all western industrial societies.
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Uradna dogma vseh zahodnih
industrializiranih družb.
industrializiranih družb.
00:45
And the official dogma runs like this:
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Ta uradna dogma gre nekako takole:
00:47
if we are interested in maximizing the welfare of our citizens,
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če hočemo povečati
blaginjo naših državljanov,
blaginjo naših državljanov,
00:51
the way to do that is to maximize individual freedom.
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to naredimo s povišanjem
individualne svobode.
individualne svobode.
00:57
The reason for this is both that freedom is in and of itself good,
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Razlog za to je, da je svoboda
že sama po sebi dobra,
že sama po sebi dobra,
01:02
valuable, worthwhile, essential to being human.
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dragocena, vredna in bistvena za človeka.
01:05
And because if people have freedom,
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Poleg tega, če imamo ljudje svobodo,
01:08
then each of us can act on our own
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potem lahko vsak izmed nas deluje samostojno
01:10
to do the things that will maximize our welfare,
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ter počne stvari, ki poviša našo blaginjo
01:12
and no one has to decide on our behalf.
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in nikomur se ni potrebno
odločati v našem imenu.
odločati v našem imenu.
01:16
The way to maximize freedom is to maximize choice.
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Svobodo povečamo tako,
da povečamo možnost izbire.
da povečamo možnost izbire.
01:21
The more choice people have, the more freedom they have,
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Več možnih izbir kot imajo ljudje
na razpolago, bolj so svobodni
na razpolago, bolj so svobodni
01:24
and the more freedom they have,
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in bolj kot so svobodni,
01:26
the more welfare they have.
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višje je njihovo blagostanje.
01:29
This, I think, is so deeply embedded in the water supply
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Menim, da je to tako globoko ukoreninjeno,
01:34
that it wouldn't occur to anyone to question it.
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da se nihče ne bi spomnil podvomiti v to.
01:37
And it's also deeply embedded in our lives.
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Prav tako je globoko
integrirano v naša življenja.
integrirano v naša življenja.
01:42
I'll give you some examples of what modern progress has made possible for us.
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Dal vam bom nekaj primerov,
kaj vse nam je omogočil moderni razvoj.
kaj vse nam je omogočil moderni razvoj.
01:48
This is my supermarket. Not such a big one.
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To je moja samopostrežba. Ni tako velika.
01:52
I want to say just a word about salad dressing.
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Rad bi rekel samo nekaj o solatnih prelivih.
01:54
175 salad dressings in my supermarket,
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V moji samopostrežbi je
175 vrst solatnih prelivov,
175 vrst solatnih prelivov,
01:57
if you don't count the 10 extra-virgin olive oils
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če ne štejete še deset dodatnih
vrst ekstra deviškega olja
vrst ekstra deviškega olja
02:00
and 12 balsamic vinegars you could buy
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in 12 vrst balzamičnega kisa,
ki jih lahko kupite,
ki jih lahko kupite,
02:03
to make a very large number of your own salad dressings,
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da si naredite zelo veliko število
svojih solatnih prelivov,
svojih solatnih prelivov,
02:06
in the off-chance that none of the 175 the store has on offer suit you.
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v primeru, da vam noben izmed 175 prelivov,
ki jih trgovina ponuja, ne odgovarja.
ki jih trgovina ponuja, ne odgovarja.
02:11
So this is what the supermarket is like.
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Takšna je torej ta samopostrežba.
02:13
And then you go to the consumer electronics store to set up a stereo system --
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Potem greste v trgovino s potrošno
elektroniko, da kupite stereo sistem -
elektroniko, da kupite stereo sistem -
02:17
speakers, CD player, tape player, tuner, amplifier --
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zvočnike, CD predvajalnik, kasetnik,
sprejemnik, ojačevalec -
sprejemnik, ojačevalec -
02:21
and in this one single consumer electronics store,
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in že v tej samcati trgovini z elektroniko,
02:25
there are that many stereo systems.
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lahko najdete toliko
različnih stereo sistemov...
različnih stereo sistemov...
02:29
We can construct six-and-a-half-million different stereo systems
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Ustvarimo lahko 6,5 milijonov
različnih stereo sistemov
različnih stereo sistemov
02:34
out of the components that are on offer in one store.
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iz posameznih komponent,
ki so na voljo v eni trgovini.
ki so na voljo v eni trgovini.
02:37
You've got to admit that's a lot of choice.
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Morate priznati, da je to veliko izbire.
02:39
In other domains -- the world of communications.
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Na drugih področjih - v svetu komunikacije.
02:43
There was a time, when I was a boy,
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Nekoč, ko sem bil še otrok,
02:45
when you could get any kind of telephone service you wanted,
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si lahko dobil kakršno koli
vrsto telefonske storitve,
vrsto telefonske storitve,
02:48
as long as it came from Ma Bell.
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dokler je izhajala iz Ma Bella.
02:50
You rented your phone. You didn't buy it.
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Telefon si si izposodil, nisi ga kupil.
02:52
One consequence of that, by the way, is that the phone never broke.
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Ena posledica tega je, mimogrede,
da se telefon ni nikdar pokvaril.
da se telefon ni nikdar pokvaril.
02:55
And those days are gone.
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In ti časi so mimo.
02:58
We now have an almost unlimited variety of phones,
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Sedaj imamo skorajda
neskončno mnogo telefonov,
neskončno mnogo telefonov,
03:01
especially in the world of cell phones.
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posebno v svetu mobilnih telefonov.
03:03
These are cell phones of the future.
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Tole so mobilni telefoni prihodnosti.
03:06
My favorite is the middle one --
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Moj najljubši je tisti na sredini -
03:08
the MP3 player, nose hair trimmer, and creme brulee torch.
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MP3 predvajalnik, obrezovalnik nosnih dlačic
in palični mešalnik za "Creme brulee".
in palični mešalnik za "Creme brulee".
03:12
And if by some chance you haven't seen that in your store yet,
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Če ga slučajno še niste
videli v svoji trgovini,
videli v svoji trgovini,
03:18
you can rest assured that one day soon you will.
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ste lahko prepričani, da ga boste
enkrat kmalu v bližnji prihodnosti.
enkrat kmalu v bližnji prihodnosti.
03:20
And what this does is
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To vodi ljudi
03:22
it leads people to walk into their stores asking this question.
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do trgovin, da o tem sprašujejo.
03:26
And do you know what the answer to this question now is?
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In veste, kakšen je odgovor na to vprašanje?
03:28
The answer is "No."
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Odgovor je: "Ne".
03:30
It is not possible to buy a cell phone that doesn't do too much.
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Ni mogoče kupiti mobilnega telefona,
ki ne naredi preveč.
ki ne naredi preveč.
03:34
So, in other aspects of life that are much more significant than buying things,
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V drugih vidikih življenja, ki so veliko
bolj pomembni od nakupovanja reči,
bolj pomembni od nakupovanja reči,
03:39
the same explosion of choice is true.
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vidimo podobno eksplozijo možnih izbir.
03:43
Health care -- it is no longer the case in the United States
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Zdravstveni sistem - v ZDA
ne deluje več po principu,
ne deluje več po principu,
03:47
that you go to the doctor, and the doctor tells you what to do.
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da greš k zdravniku in zdravnik ti pove,
kaj moraš narediti.
kaj moraš narediti.
03:50
Instead, you go to the doctor,
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Namesto tega, greš k zdravniku
03:52
and the doctor tells you, "Well, we could do A, or we could do B.
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in zdravnik ti pove: "Torej, lahko bi
naredili A, lahko bi naredili tudi B.
naredili A, lahko bi naredili tudi B.
03:55
A has these benefits, and these risks.
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Izbira A ima določene prednosti
in določene pomanjkljivosti.
in določene pomanjkljivosti.
03:58
B has these benefits, and these risks. What do you want to do?"
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Izbira B ima druge prednosti in druge
pomanjkljivosti. Kaj bi želeli narediti?"
pomanjkljivosti. Kaj bi želeli narediti?"
04:02
And you say, "Doc, what should I do?"
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In vi rečete: "Zdravnik, kaj naj naredim?"
04:05
And the doc says, "A has these benefits and risks, and B has these benefits and risks.
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Zdravnik ponovi: "A ima te prednosti in
slabosti, B pa te prednosti in slabosti.
slabosti, B pa te prednosti in slabosti.
04:09
What do you want to do?"
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Kaj bi želeli narediti?"
04:12
And you say, "If you were me, Doc, what would you do?"
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Vi rečete: "Če bi bili na
mojem mestu, kaj bi naredili?"
mojem mestu, kaj bi naredili?"
04:15
And the doc says, "But I'm not you."
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Zdravnik vam odvrne: "Ampak, jaz nisem vi."
04:19
And the result is -- we call it "patient autonomy,"
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Rezultat tega je - kot pravimo
"avtonomnost pacienta",
"avtonomnost pacienta",
04:22
which makes it sound like a good thing,
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kar se sprva sicer lepo sliši,
04:24
but what it really is is a shifting of the burden and the responsibility
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ampak v resnici gre za
prestavljanje bremena in odgovornosti
prestavljanje bremena in odgovornosti
04:26
for decision-making from somebody who knows something --
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odločanja od nekoga, ki nekaj zna -
04:29
namely, the doctor --
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torej zdravnika -
04:30
to somebody who knows nothing and is almost certainly sick
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na nekoga, ki ne zna nič,
je skoraj zagotovo bolan
je skoraj zagotovo bolan
04:33
and thus not in the best shape to be making decisions --
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in tako ni v najboljšem položaju,
da bi se odločal -
da bi se odločal -
04:36
namely, the patient.
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torej pacienta.
04:38
There's enormous marketing of prescription drugs
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Obstaja močno marketinško
oglaševanje zdravil na recept
oglaševanje zdravil na recept
04:41
to people like you and me,
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ljudem kot smo jaz in vi,
04:42
which, if you think about it, makes no sense at all,
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kar, če pomislite, sploh nima smisla,
04:44
since we can't buy them.
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glede na to, da jih ne moremo kupiti.
04:46
Why do they market to us if we can't buy them?
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Zakaj jih potem oglašujejo nam,
če jih ne moremo kupiti?
če jih ne moremo kupiti?
04:48
The answer is that they expect us to call our doctors the next morning
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Ker pričakujejo, da bomo naslednje
jutro poklicali naše zdravnike
jutro poklicali naše zdravnike
04:52
and ask for our prescriptions to be changed.
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in prosili, da spremenijo
recept za naša zdravila.
recept za naša zdravila.
04:56
Something as dramatic as our identity
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Nekaj tako dramatičnega
kot je naša identiteta,
kot je naša identiteta,
05:00
has now become a matter of choice,
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je sedaj postala stvar izbire,
05:02
as this slide is meant to indicate.
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kot naj bi prikazovala ta projekcija.
05:06
We don't inherit an identity; we get to invent it.
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Identitete ne podedujemo; moramo jo izumiti.
05:08
And we get to re-invent ourselves as often as we like.
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Sebe lahko izumljamo tako pogosto,
kot se nam zazdi.
kot se nam zazdi.
05:12
And that means that everyday, when you wake up in the morning,
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To pomeni, da se morate vsak dan,
ko se zjutraj zbudite,
ko se zjutraj zbudite,
05:14
you have to decide what kind of person you want to be.
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odločiti, kakšna oseba hočete biti.
05:19
With respect to marriage and family,
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S spoštovanjem do zakona in družine,
05:22
there was a time when the default assumption that almost everyone had
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je bila včasih normativna predpostavka,
da se bo skoraj vsak
da se bo skoraj vsak
05:28
is that you got married as soon as you could,
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poročil, takoj ko se bo lahko,
05:29
and then you started having kids as soon as you could.
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in da bo imel otroke takoj, ko bo lahko.
05:31
The only real choice was who,
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Edina resnična izbira je bila, kdo,
05:35
not when, and not what you did after.
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ne, kdaj, in ne, kaj boš počel po tem.
05:38
Nowadays, everything is very much up for grabs.
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Dandanes je več ali manj vse dovoljeno.
05:41
I teach wonderfully intelligent students,
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Učim čudovito inteligentne študente
05:44
and I assign 20 percent less work than I used to.
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in jim dodeljujem 20 % manj dela,
kot sem jim včasih.
kot sem jim včasih.
05:47
And it's not because they're less smart,
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Tega ne delam, ker bi bili manj pametni,
05:50
and it's not because they're less diligent.
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prav tako ne zaradi tega,
ker bi bili manj vestni.
ker bi bili manj vestni.
05:52
It's because they are preoccupied, asking themselves,
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To delam zato, ker so prezaposleni
s spraševanjem samih sebe:
s spraševanjem samih sebe:
05:56
"Should I get married or not? Should I get married now?
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"Ali naj se poročim ali ne?
Kaj če bi se poročil zdaj?
Kaj če bi se poročil zdaj?
05:58
Should I get married later? Should I have kids first, or a career first?"
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Naj se poročim pozneje?
Bi imel najprej otroke ali kariero?"
Bi imel najprej otroke ali kariero?"
06:02
All of these are consuming questions.
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Vse to so zahtevna vprašanja.
06:05
And they're going to answer these questions,
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Na ta vprašanja bodo odgovorili tudi,
06:07
whether or not it means not doing all the work I assign
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če zaradi tega ne bodo naredili
vsega dela, ki jim ga dodelim,
vsega dela, ki jim ga dodelim,
06:09
and not getting a good grade in my courses.
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in tako ne bodo dobili dobre
ocene pri mojih predmetih.
ocene pri mojih predmetih.
06:12
And indeed they should. These are important questions to answer.
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To tudi podpiram. To so pomembna
vprašanja, ki potrebujejo odgovor.
vprašanja, ki potrebujejo odgovor.
06:17
Work -- we are blessed, as Carl was pointing out,
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Delati - blagoslovljeni smo,
kot je Carl prej izpostavil,
kot je Carl prej izpostavil,
06:20
with the technology that enables us
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da nam tehnologija omogoča
06:22
to work every minute of every day from any place on the planet --
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delati vsako minuto vsakega dneva
iz katerega koli mesta na planetu -
iz katerega koli mesta na planetu -
06:29
except the Randolph Hotel.
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z izjemo Randolph hotela.
06:31
(Laughter)
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(Smeh)
06:36
There is one corner, by the way,
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Toda obstaja en kot,
06:38
that I'm not going to tell anybody about, where the WiFi works.
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ki ga ne bom razkril nikomur,
kjer WiFi dela.
kjer WiFi dela.
06:43
I'm not telling you about it because I want to use it.
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Ne bom vam povedal,
ker ga hočem sam uporabljati.
ker ga hočem sam uporabljati.
06:45
So what this means, this incredible freedom of choice
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Torej, kar ta izjemna svoboda
izbiranja pomeni je,
izbiranja pomeni je,
06:48
we have with respect to work, is that we have to make a decision,
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da se moramo s spoštovanjem
do dela odločiti,
do dela odločiti,
06:51
again and again and again,
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znova in znova in znova,
06:53
about whether we should or shouldn't be working.
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ali naj delamo ali ne.
06:56
We can go to watch our kid play soccer,
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Lahko gremo gledati naše otroke,
kako igrajo nogomet
kako igrajo nogomet
06:59
and we have our cell phone on one hip,
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in imamo naš mobilni telefon ob boku
07:01
and our Blackberry on our other hip,
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in naš Blackberry ob drugem boku
07:03
and our laptop, presumably, on our laps.
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ter prenosni računalnik,
predvidevam, v našem naročju.
predvidevam, v našem naročju.
07:05
And even if they're all shut off,
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Tudi če so ugasnjeni,
07:08
every minute that we're watching our kid mutilate a soccer game,
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se vsako minuto, ko gledamo svojega otroka,
kako nabija nogometno žogo,
kako nabija nogometno žogo,
07:10
we are also asking ourselves,
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sočasno sprašujemo:
07:12
"Should I answer this cell phone call?
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"Bi moral sprejeti ta klic?
07:15
Should I respond to this email? Should I draft this letter?"
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Ali naj odgovorim na ta mail?
Ali naj napišem osnutek tega pisma?"
Ali naj napišem osnutek tega pisma?"
07:17
And even if the answer to the question is "no,"
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Tudi če je odgovor na to vprašanje "ne",
07:20
it's certainly going to make the experience of your kid's soccer game
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bo izkušnja nogometne tekme vašega otroka
07:23
very different than it would've been.
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drugačna, kot bi bila sicer.
07:26
So everywhere we look,
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Kamor koli pogledamo,
07:28
big things and small things, material things and lifestyle things,
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velike in male stvari, materialne stvari
ter stvari življenjskega sloga,
ter stvari življenjskega sloga,
07:31
life is a matter of choice.
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življenje je stvar izbire.
07:34
And the world we used to live in looked like this.
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Svet, v katerem smo živeli,
je izgledal takole.
je izgledal takole.
07:40
That is to say, there were some choices,
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Bilo je nekaj izbir,
07:42
but not everything was a matter of choice.
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toda ni se vse vrtelo okoli izbiranja.
07:44
And the world we now live in looks like this.
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Svet, v katerem živimo danes,
izgleda takole.
izgleda takole.
07:47
And the question is, is this good news, or bad news?
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Vprašanje se glasi,
je to dobra ali slaba novica?
je to dobra ali slaba novica?
07:53
And the answer is yes.
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Odgovor je: "Da".
07:56
(Laughter)
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(Smeh)
07:58
We all know what's good about it,
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Vsi vemo, kaj je dobrega na tem,
08:00
so I'm going to talk about what's bad about it.
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zato bom govoril, kaj je na tam slabega.
08:03
All of this choice has two effects,
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Vse te možnosti izbire imajo dva učinka,
08:06
two negative effects on people.
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dva negativna učinka na ljudi.
08:09
One effect, paradoxically,
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En učinek je, paradoksalno,
08:11
is that it produces paralysis, rather than liberation.
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proizvajanje paralize, namesto osvobajanja.
08:16
With so many options to choose from,
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S toliko možnostmi,
med katerimi lahko izbiramo,
med katerimi lahko izbiramo,
08:18
people find it very difficult to choose at all.
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imajo ljudje težave s samim izbiranjem.
08:22
I'll give you one very dramatic example of this:
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Dal vam bom zelo dramatičen primer:
08:25
a study that was done of investments in voluntary retirement plans.
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študija, ki so jo naredili o investicijah
v prostovoljne pokojninske načrte.
v prostovoljne pokojninske načrte.
08:31
A colleague of mine got access to investment records from Vanguard,
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Eden izmed mojih kolegov je dobil dostop
do Vanguardovih investicijskih zapisov,
do Vanguardovih investicijskih zapisov,
08:36
the gigantic mutual fund company
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gre za velikansko podjetje
z vzajemnimi skladi,
z vzajemnimi skladi,
08:38
of about a million employees and about 2,000 different workplaces.
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ki ima približno milijon zaposlenih
in okoli 2000 različnih delovnih mest.
in okoli 2000 različnih delovnih mest.
08:42
And what she found is that
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Ugotovila je,
08:44
for every 10 mutual funds the employer offered,
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da se je na vsakih deset vzajemnih skladov,
ponujenih s strani delodajalca,
ponujenih s strani delodajalca,
08:47
rate of participation went down two percent.
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stopnja sodelovanja
zmanjšala za dva procenta.
zmanjšala za dva procenta.
08:52
You offer 50 funds -- 10 percent fewer employees participate
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Ponudiš 50 skladov - 10 procentov
manj zaposlenih sodeluje,
manj zaposlenih sodeluje,
08:56
than if you only offer five. Why?
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kot pa če bi ponudili le pet skladov.
Zakaj?
Zakaj?
09:00
Because with 50 funds to choose from,
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Ker se je s 50 možnimi skladi na izbiro
09:02
it's so damn hard to decide which fund to choose
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zelo težko odločiti, katerega izbrati,
09:06
that you'll just put it off until tomorrow.
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zato s tem enostavno odlašamo na jutri.
09:08
And then tomorrow, and then tomorrow,
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Potem na jutri in spet jutri,
09:10
and tomorrow, and tomorrow,
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pa nato jutri ter spet jutri,
09:12
and of course tomorrow never comes.
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"jutri" pa seveda nikdar ne pride.
09:14
Understand that not only does this mean
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Treba je razumeti, da to ne pomeni samo,
09:16
that people are going to have to eat dog food when they retire
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da bodo ljudje morali jesti
pasjo hrano, ko se upokojijo,
pasjo hrano, ko se upokojijo,
09:18
because they don't have enough money put away,
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saj ne bodo imeli dovolj denarja,
da bi ga dajali na stran,
da bi ga dajali na stran,
09:20
it also means that making the decision is so hard
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prav tako to pomeni,
da je odločitev tako težka,
da je odločitev tako težka,
09:23
that they pass up significant matching money from the employer.
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da se odpovejo pomembni količini
denarja s strani delodajalca.
denarja s strani delodajalca.
09:27
By not participating, they are passing up as much as 5,000 dollars a year
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S tem, ko ne sodelujejo, se vsako
leto odpovejo skoraj 5000 dolarjem
leto odpovejo skoraj 5000 dolarjem
09:31
from the employer, who would happily match their contribution.
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od delodajalca, ki bi z veseljem
povrnil njihov prispevek.
povrnil njihov prispevek.
09:35
So paralysis is a consequence of having too many choices.
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Paraliza je torej posledica
prevelikega števila možnih izbir.
prevelikega števila možnih izbir.
09:39
And I think it makes the world look like this.
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In mislim, da zaradi tega
svet izgleda takole.
svet izgleda takole.
09:41
(Laughter)
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(Smeh)
09:48
You really want to get the decision right if it's for all eternity, right?
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Vsekakor boste hoteli izbrati pravo
odločitev, če bo veljala večno, kajneda?
odločitev, če bo veljala večno, kajneda?
09:52
You don't want to pick the wrong mutual fund, or even the wrong salad dressing.
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Nočete izbrati napačnega vzajemnega sklada,
niti napačnega solatnega preliva.
niti napačnega solatnega preliva.
09:55
So that's one effect. The second effect is that
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To je torej en učinek. Drugi učinek je,
09:58
even if we manage to overcome the paralysis and make a choice,
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da smo, tudi če to paralizo
premagamo in se odločimo,
premagamo in se odločimo,
10:03
we end up less satisfied with the result of the choice
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ponavadi manj zadovoljni z rezultatom izbire
10:07
than we would be if we had fewer options to choose from.
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kot bi bili, če bi imeli
na voljo manj možnosti.
na voljo manj možnosti.
10:10
And there are several reasons for this.
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Za to obstaja več razlogov.
10:13
One of them is that with a lot of different salad dressings to choose from,
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Eden od njih je, če od veliko različnih
solatnih prelivov, ki jih lahko izberete,
solatnih prelivov, ki jih lahko izberete,
10:17
if you buy one, and it's not perfect -- and, you know, what salad dressing is? --
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kupite enega in ni popoln - in,
veste, kaj je solatni preliv? -
veste, kaj je solatni preliv? -
10:20
it's easy to imagine that you could have made a different choice
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enostavno si je zamisliti,
kako bi se lahko odločili drugače,
kako bi se lahko odločili drugače,
10:23
that would have been better. And what happens is
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tako, da bi bilo bolje. Tako se zgodi,
10:27
this imagined alternative induces you to regret the decision you made,
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da zamišljena alternativa v nas vzbudi
obžalovanje odločitve, ki smo jo sprejeli,
obžalovanje odločitve, ki smo jo sprejeli,
10:32
and this regret subtracts from the satisfaction you get out of the decision you made,
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to obžalovanje pa odšteva od zadovoljstva,
ki si ga ustvarimo z izbiranjem
ki si ga ustvarimo z izbiranjem
10:36
even if it was a good decision.
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tudi, če je bila dobra odločitev.
10:39
The more options there are, the easier it is to regret anything at all
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Več možnosti kot imamo na izbiro,
lažje obžalujemo karkoli,
lažje obžalujemo karkoli,
10:42
that is disappointing about the option that you chose.
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kar je pod pričakovanji
pri izbrani možnosti.
pri izbrani možnosti.
10:45
Second, what economists call "opportunity costs."
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Drugemu razlogu ekonomisti
pravijo "cena priložnosti".
pravijo "cena priložnosti".
10:48
Dan Gilbert made a big point this morning
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Dan Gilbert je danes zjutraj
dobro izpostavil bistvo,
dobro izpostavil bistvo,
10:50
of talking about how much the way in which we value things
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ko je govoril, kako je
način ocenjevanja stvari,
način ocenjevanja stvari,
10:55
depends on what we compare them to.
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odvisen od tega, s čim jih primerjamo.
10:57
Well, when there are lots of alternatives to consider,
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Ko moramo upoštevati veliko alternativ,
11:01
it is easy to imagine the attractive features
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si z lahkoto predstavljamo
privlačne lastnosti
privlačne lastnosti
11:04
of alternatives that you reject,
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vseh tistih alternativ, ki jih zavrnemo,
11:07
that make you less satisfied with the alternative that you've chosen.
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zaradi tega pa se počutimo
manj zadovoljni z izbrano alternativo.
manj zadovoljni z izbrano alternativo.
11:12
Here's an example. For those of you who aren't New Yorkers, I apologize.
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Imam primer: Za tiste, ki niste
Newyorčani, se opravičujem.
Newyorčani, se opravičujem.
11:16
(Laughter)
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(Smeh)
11:17
But here's what you're supposed to be thinking.
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Ampak sedaj glejte
kako bi morali razmišljati..
kako bi morali razmišljati..
11:19
Here's this couple on the Hamptons.
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Obstaja določen par na Hamptonu.
11:21
Very expensive real estate.
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Zelo draga nepremičnina.
11:23
Gorgeous beach. Beautiful day. They have it all to themselves.
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Čudovita plaža. Lep dan. Vse imajo zase.
11:26
What could be better? "Well, damn it,"
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Kaj bi lahko bilo boljše? "Presneto,"
11:28
this guy is thinking, "It's August.
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si misli moški, "Avgust je.
11:30
Everybody in my Manhattan neighborhood is away.
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Vsi v moji Manhattanski soseski so nekje.
11:34
I could be parking right in front of my building."
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Lahko bi parkiral točno pred svojo hišo."
11:38
And he spends two weeks nagged by the idea
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Dva tedna zapravi z idejo,
11:41
that he is missing the opportunity, day after day, to have a great parking space.
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da zamuja priložnost, dan za dnem,
ko bi lahko imel odlično parkirno mesto.
ko bi lahko imel odlično parkirno mesto.
11:48
Opportunity costs subtract from the satisfaction we get out of what we choose,
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Stroški priložnosti znižujejo zadovoljstvo,
ki ga dobimo s sprejemanjem odločitev,
ki ga dobimo s sprejemanjem odločitev,
11:52
even when what we choose is terrific.
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tudi, ko je naša odločitev odlična.
11:55
And the more options there are to consider,
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In več kot imamo možnosti,
o katerih lahko razmišljamo,
o katerih lahko razmišljamo,
11:57
the more attractive features of these options
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tem bolj bomo o privlačnih
lastnosti teh možnosti
lastnosti teh možnosti
11:59
are going to be reflected by us as opportunity costs.
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razmišljali kot o stroških priložnosti.
12:03
Here's another example.
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Imam še en primer.
12:09
Now this cartoon makes a lot of points.
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Ta strip izpostavi veliko dobrih idej.
12:11
It makes points about living in the moment as well,
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Govori o temu, kako živimo v trenutku
12:15
and probably about doing things slowly.
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in verjetno tudi o tem,
da delamo stvari počasi.
da delamo stvari počasi.
12:17
But one point it makes is that whenever you're choosing one thing,
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Ena od bistvenih izpostavljenih stvari je,
da kadarkoli se odločamo za eno stvar,
da kadarkoli se odločamo za eno stvar,
12:20
you're choosing not to do other things.
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se odločamo, da ne bomo
naredili drugih stvari.
naredili drugih stvari.
12:22
And those other things may have lots of attractive features,
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In te druge stvari imajo lahko
veliko privlačnih lastnosti,
veliko privlačnih lastnosti,
12:24
and it's going to make what you're doing less attractive.
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ki bodo naredile tisto,
kar delamo, manj privlačno.
kar delamo, manj privlačno.
12:27
Third: escalation of expectations.
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Tretji razlog je stopnjevanje pričakovanj.
12:29
This hit me when I went to replace my jeans.
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To sem ugotovil,
ko sem zamenjal svoje kavbojke.
ko sem zamenjal svoje kavbojke.
12:32
I wear jeans almost all the time.
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Kavbojke nosim skoraj ves čas.
12:34
And there was a time when jeans came in one flavor,
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Nekaj časa nazaj je bila v modi
določena vrsta kavbojk,
določena vrsta kavbojk,
12:37
and you bought them, and they fit like crap,
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in ko si jih kupil,
sploh niso bile po meri,
sploh niso bile po meri,
12:39
and they were incredibly uncomfortable,
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poleg tega so bile izjemno neudobne,
12:41
and if you wore them long enough and washed them enough times,
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a če si jih nosil dovolj dolgo
in jih velikokrat opral,
in jih velikokrat opral,
12:43
they started to feel OK.
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so postale OK.
12:45
So I went to replace my jeans after years and years of wearing these old ones,
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Tako sem šel zamenjati kavbojke
po letih in letih nošenja starih,
po letih in letih nošenja starih,
12:48
and I said, you know, "I want a pair of jeans. Here's my size."
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in rekel sem: "Hočem kavbojke.
Tu je moja velikost."
Tu je moja velikost."
12:51
And the shopkeeper said,
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Trgovec je rekel:
12:52
"Do you want slim fit, easy fit, relaxed fit?
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"Hočete oprijete, navadne ali široke?
12:55
You want button fly or zipper fly? You want stonewashed or acid-washed?
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Hočete hlače z gumbi ali zadrgo?
Hočete navadno ali kemično čiščenje?
Hočete navadno ali kemično čiščenje?
12:58
Do you want them distressed?
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Ali hočete take, ki so strgane?
13:00
You want boot cut, you want tapered, blah blah blah ..." On and on he went.
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Ali hočete prirezane na dnu,
bla bla bla" ... je govoril in govoril.
bla bla bla" ... je govoril in govoril.
13:03
My jaw dropped, and after I recovered, I said,
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Padla mi je čeljust in
ko sem jo pobral, sem rekel:
ko sem jo pobral, sem rekel:
13:06
"I want the kind that used to be the only kind."
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"Hočem tiste, ki so bile včasih edine."
13:09
(Laughter)
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(Smeh)
13:14
He had no idea what that was,
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Sanjalo se mu ni, kakšne so to bile,
13:16
so I spent an hour trying on all these damn jeans,
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tako da sem porabil celo uro
z iskanjem pravih kavbojk,
z iskanjem pravih kavbojk,
13:20
and I walked out of the store -- truth! -- with the best-fitting jeans I had ever had.
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in potem odšel iz trgovine z najbolje
prilegajočimi hlačami, kar sem jih kdaj imel.
prilegajočimi hlačami, kar sem jih kdaj imel.
13:25
I did better. All this choice made it possible for me to do better.
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Bil sem na boljšem. Vsa ta izbira mi je
omogočila, da sem izbral boljši par.
omogočila, da sem izbral boljši par.
13:29
But I felt worse.
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A počutil sem se slabše.
13:33
Why? I wrote a whole book to try to explain this to myself. (Laughter)
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Zakaj? Napisal sem celo knjigo,
da bi si razložil. (Smeh)
da bi si razložil. (Smeh)
13:37
The reason I felt worse is that,
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Slabše sem se počutil,
13:45
with all of these options available,
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ker se se moja pričakovanja
13:48
my expectations about how good a pair of jeans should be went up.
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glede dobrih kavbojk, z vsemi
dostopnimi možnostmi, povečala.
dostopnimi možnostmi, povečala.
13:54
I had very low --
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Imel sem zelo nizka -
13:55
I had no particular expectations when they only came in one flavor.
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nisem imel nobenih posebnih pričakovanj,
ko je bil na voljo le en tip kavbojk.
ko je bil na voljo le en tip kavbojk.
13:58
When they came in 100 flavors, damn it,
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Ko so prišle v 100
različnih oblikah, prekleto,
različnih oblikah, prekleto,
14:00
one of them should've been perfect.
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bi ena izmed njih morala biti popolna.
14:02
And what I got was good, but it wasn't perfect.
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To, kar sem dobil, je bilo dobro,
ni pa bilo popolno.
ni pa bilo popolno.
14:04
And so I compared what I got to what I expected,
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Zato sem primerjal tisto, kar sem dobil,
s tistim, kar sem pričakoval.
s tistim, kar sem pričakoval.
14:07
and what I got was disappointing in comparison to what I expected.
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Stvar, ki sem jo dobil me je razočarala.
14:10
Adding options to people's lives
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Dodajanje možnosti v življenja ljudi,
14:13
can't help but increase the expectations people have
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ne more delovati drugače,
kot da poveča njihova pričakovanja
kot da poveča njihova pričakovanja
14:17
about how good those options will be.
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glede tega, kako dobre bodo te možnosti.
14:19
And what that's going to produce is less satisfaction with results,
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Zato pride do manjšega
zadovoljstva z rezultati,
zadovoljstva z rezultati,
14:22
even when they're good results.
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čeprav so rezultati dobri.
14:25
Nobody in the world of marketing knows this,
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V svetu marketinga tega nihče ne ve,
14:28
because if they did, you wouldn't all know what this was about.
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kajti če bi, vi vsi tukaj
ne bi vedeli, o čem govorim.
ne bi vedeli, o čem govorim.
14:34
The truth is more like this.
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Resnica je bolj podobna temu.
14:37
(Laughter)
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(Smeh)
14:40
The reason that everything was better back when everything was worse
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Razlog, zakaj je bilo včasih vse boljše,
ko je bilo vse slabše,
ko je bilo vse slabše,
14:44
is that when everything was worse,
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je, ko je bilo vse slabše,
14:46
it was actually possible for people to have experiences that were a pleasant surprise.
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so ljudje dejansko občutili
izkušnjo prijetnega presenečenja.
izkušnjo prijetnega presenečenja.
14:51
Nowadays, the world we live in -- we affluent, industrialized citizens,
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Dandanes, svet v katerem živimo -
mi, premožni industrializirani državljani,
mi, premožni industrializirani državljani,
14:55
with perfection the expectation --
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s popolnostjo pričakovanja --
14:57
the best you can ever hope for is that stuff is as good as you expect it to be.
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najboljše, kar lahko upamo, je, da bodo
stvari tako dobre, kot pričakujemo, da bodo.
stvari tako dobre, kot pričakujemo, da bodo.
15:01
You will never be pleasantly surprised
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Nikoli ne boste prijetno presenečeni,
15:03
because your expectations, my expectations, have gone through the roof.
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ker so vaša pričakovanja,
moja pričakovanja, presegla vse meje.
moja pričakovanja, presegla vse meje.
15:07
The secret to happiness -- this is what you all came for --
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Skrivnost sreče -
zaradi tega ste vsi prišli -
zaradi tega ste vsi prišli -
15:10
the secret to happiness is low expectations.
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skrivnost sreče so nizka pričakovanja.
15:16
(Laughter)
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(Smeh)
15:18
(Applause)
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(Aplavz)
15:24
I want to say -- just a little autobiographical moment --
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Rad bi povedal - samo majhen
avtobiografski trenutek -
avtobiografski trenutek -
15:28
that I actually am married to a wife,
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da sem dejansko poročen z ženo,
15:31
and she's really quite wonderful.
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ki je res čudovita.
15:33
I couldn't have done better. I didn't settle.
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Ne bi mogel biti na boljšem.
Nisem se sprijaznil z manj.
Nisem se sprijaznil z manj.
15:36
But settling isn't always such a bad thing.
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Sprijazniti se z manj
sicer ni vedno tako slabo.
sicer ni vedno tako slabo.
15:39
Finally, one consequence of buying a bad-fitting pair of jeans
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Še ena posledica nakupa kavbojk,
ki se ne prilegajo dobro je,
ki se ne prilegajo dobro je,
15:44
when there is only one kind to buy
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ko imamo na voljo le eno vrsto kavbojk,
15:47
is that when you are dissatisfied, and you ask why,
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je, da ko smo nezadovoljni
in se vprašamo, zakaj,
in se vprašamo, zakaj,
15:49
who's responsible, the answer is clear:
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kdo je odgovoren, bo odgovor jasen:
15:51
the world is responsible. What could you do?
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Svet je odgovoren. Kaj bi lahko storil?
15:54
When there are hundreds of different styles of jeans available,
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Ko imamo na voljo na stotine
različnih vrst kavbojk,
različnih vrst kavbojk,
15:57
and you buy one that is disappointing,
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in kupimo en par, ki nas razočara,
16:00
and you ask why, who's responsible?
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in se vprašamo, zakaj,
kdo je odgovoren?
kdo je odgovoren?
16:02
It is equally clear that the answer to the question is you.
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Precej jasno je, da je odgovor
na vprašanje mi sami.
na vprašanje mi sami.
16:07
You could have done better.
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Mi sami bi lahko izbrali bolje.
16:09
With a hundred different kinds of jeans on display,
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Če imamo na stotine različnih
vrst kavbojk na voljo,
vrst kavbojk na voljo,
16:12
there is no excuse for failure.
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nimamo izgovora za neuspeh.
16:14
And so when people make decisions,
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Se pravi, ko se ljudje odločajo,
16:16
and even though the results of the decisions are good,
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čeprav so rezultati odločitev dobri,
16:19
they feel disappointed about them;
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se počutijo razočarani
glede svojih odločitev;
glede svojih odločitev;
16:22
they blame themselves.
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krivijo same sebe.
16:24
Clinical depression has exploded in the industrial world in the last generation.
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Klinična depresija je eksplodirala v
industrializiranem svetu v zadnji generaciji.
industrializiranem svetu v zadnji generaciji.
16:28
I believe a significant -- not the only, but a significant -- contributor
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Verjamem, da predstavljajo pomemben
- ne edini, toda pomemben - dejavnik
- ne edini, toda pomemben - dejavnik
16:32
to this explosion of depression, and also suicide,
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za to eksplozijo depresije in samomorov,
16:35
is that people have experiences that are disappointing
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izkušnje razočanosti pri ljudeh,
16:38
because their standards are so high,
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ker si postavljajo previsoke standarde,
16:40
and then when they have to explain these experiences to themselves,
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in ko si morajo razložiti te izkušnje,
16:43
they think they're at fault.
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si mislijo, da so si krivi sami.
16:45
And so the net result is that we do better in general, objectively,
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Končni rezultat je, da nam gre
objektivno gledano bolje,
objektivno gledano bolje,
16:49
and we feel worse.
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počutimo pa se slabše.
16:52
So let me remind you.
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Naj vas opomnim.
16:55
This is the official dogma, the one that we all take to be true,
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To je uradna dogma, tista,
ki jo vsi imamo za resnično,
ki jo vsi imamo za resnično,
16:59
and it's all false. It is not true.
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a je napačna. Ni resnična.
17:03
There's no question that some choice is better than none,
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Brez dvoma je nekaj izbire
boljše kot nobena izbira,
boljše kot nobena izbira,
17:07
but it doesn't follow from that that more choice is better than some choice.
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a iz tega ne sledi, da je veliko
izbire boljše od nekaj izbire.
izbire boljše od nekaj izbire.
17:12
There's some magical amount. I don't know what it is.
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Obstaja neka čarobna količina,
ki je ne poznam.
ki je ne poznam.
17:15
I'm pretty confident that we have long since passed the point
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Zelo sem prepričan, da smo količino,
17:18
where options improve our welfare.
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kjer bi izboljšali svoje blagostanje,
že davno prekoračili.
že davno prekoračili.
17:20
Now, as a policy matter -- I'm almost done --
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Danes, moramo kot del politike -
skoraj sem gotov -
skoraj sem gotov -
17:23
as a policy matter, the thing to think about is this:
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kot del politike, razmišljati o tem:
17:27
what enables all of this choice in industrial societies is material affluence.
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vso to izbiro v industrializiranih družbah
nam omogoča materialno obilje.
nam omogoča materialno obilje.
17:34
There are lots of places in the world,
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Obstaja veliko krajev na svetu,
17:36
and we have heard about several of them,
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o mnogih izmed njih smo slišali,
17:38
where their problem is not that they have too much choice.
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kjer ni problem v tem,
da imajo preveč izbire.
da imajo preveč izbire.
17:40
Their problem is that they have too little.
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Njihov problem je, da je imajo premalo.
17:43
So the stuff I'm talking about is the peculiar problem
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Govorim torej o značilnem problemu
17:46
of modern, affluent, Western societies.
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moderne zahodne družbe izobilja.
17:49
And what is so frustrating and infuriating is this:
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Najbolj frustrirajoče in razjarjajoče,
o čemer vam je včeraj
govoril Steve Levitt, je,
govoril Steve Levitt, je,
17:53
Steve Levitt talked to you yesterday about how
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17:55
these expensive and difficult-to-install child seats don't help. It's a waste of money.
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kako ti dragi in težko namestljivi otroški
sedeži ne pomagajo. So izguba denarja.
sedeži ne pomagajo. So izguba denarja.
18:06
What I'm telling you is that these expensive, complicated choices --
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Jaz pa vam govorim o tem,
da te drage kompleksne izbire,
da te drage kompleksne izbire,
18:10
it's not simply that they don't help.
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ne le, da ne pomagajo.
18:12
They actually hurt.
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V bistvu škodujejo.
18:14
They actually make us worse off.
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Zaradi njih nam je težje v življenju.
18:17
If some of what enables people in our societies to make all of the choices we make
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Če bi nekaj od tega, kar nam v naši
družbi omogoča sprejeti vse to odločitve
družbi omogoča sprejeti vse to odločitve
18:22
were shifted to societies in which people have too few options,
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prenesli v družbe, kjer imajo
ljudje premalo izbire,
ljudje premalo izbire,
18:27
not only would those people's lives be improved,
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ne samo, da bi se izboljšala
njihova življenja,
njihova življenja,
18:29
but ours would be improved also.
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tudi naša bi se.
18:32
This is what economists call a "Pareto-improving move."
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Ekonomisti temu pravijo
"Paretovo izboljšanje".
"Paretovo izboljšanje".
18:35
Income redistribution will make everyone better off -- not just poor people --
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Prerazporejanje dohodka bo izboljšalo
življenje vseh - ne le revnih ljudi -
življenje vseh - ne le revnih ljudi -
18:40
because of how all this excess choice plagues us.
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ker nas vsa ta odvečna izbira obremenjuje.
18:44
So to conclude. You're supposed to read this cartoon,
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Če zaključim. Prebrali naj bi ta strip,
18:48
and, being a sophisticated person, say,
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in kot sofisticirana oseba rekli:
18:50
"Ah! What does this fish know?
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"Oh! Kaj ta riba ve?
18:52
You know, nothing is possible in this fishbowl."
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Veste, nič ni možno v tej ribji posodi."
18:56
Impoverished imagination, a myopic view of the world --
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Osiromašena domišljija,
kratkoviden pogled na svet -
kratkoviden pogled na svet -
18:58
and that's the way I read it at first.
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tako sem ga sam najprej prebral.
19:00
The more I thought about it, however,
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Ampak, bolj kot sem razmišljal o tem,
19:02
the more I came to the view that this fish knows something.
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bolj sem se mi je zdelo,
da ta riba nekaj ve.
da ta riba nekaj ve.
19:06
Because the truth of the matter is that
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Resnica o tej zadevi je,
19:08
if you shatter the fishbowl so that everything is possible,
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če razbiješ ribjo posodo,
tako da je vse mogoče,
tako da je vse mogoče,
19:13
you don't have freedom. You have paralysis.
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ne dobiš svobode. Dobiš paralizo.
19:16
If you shatter this fishbowl so that everything is possible,
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Če to ribjo posodo razbiješ,
tako da je vse možno,
tako da je vse možno,
19:19
you decrease satisfaction.
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zmanjšaš zadovoljstvo.
19:23
You increase paralysis, and you decrease satisfaction.
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Povečaš paralizo in zmanjšaš zadovoljstvo.
19:27
Everybody needs a fishbowl.
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Vsi potrebujemo ribjo posodo.
19:29
This one is almost certainly too limited --
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Ta je skoraj zagotovo preveč omejena -
19:31
perhaps even for the fish, certainly for us.
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mogoče tudi za ribe,
za nas pa definitivno.
za nas pa definitivno.
19:34
But the absence of some metaphorical fishbowl is a recipe for misery,
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Toda, odsotnost metaforične
ribje posode je recept za bedo
ribje posode je recept za bedo
19:38
and, I suspect, disaster.
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in, predvidevam, katastrofo.
19:41
Thank you very much.
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Hvala lepa.
19:43
(Applause)
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(Aplavz)
ABOUT THE SPEAKER
Barry Schwartz - PsychologistBarry Schwartz studies the link between economics and psychology, offering startling insights into modern life. Lately, working with Ken Sharpe, he's studying wisdom.
Why you should listen
In his 2004 book The Paradox of Choice, Barry Schwartz tackles one of the great mysteries of modern life: Why is it that societies of great abundance — where individuals are offered more freedom and choice (personal, professional, material) than ever before — are now witnessing a near-epidemic of depression? Conventional wisdom tells us that greater choice is for the greater good, but Schwartz argues the opposite: He makes a compelling case that the abundance of choice in today's western world is actually making us miserable.
Infinite choice is paralyzing, Schwartz argues, and exhausting to the human psyche. It leads us to set unreasonably high expectations, question our choices before we even make them and blame our failures entirely on ourselves. His relatable examples, from consumer products (jeans, TVs, salad dressings) to lifestyle choices (where to live, what job to take, who and when to marry), underscore this central point: Too much choice undermines happiness.
Schwartz's previous research has addressed morality, decision-making and the varied inter-relationships between science and society. Before Paradox he published The Costs of Living, which traces the impact of free-market thinking on the explosion of consumerism -- and the effect of the new capitalism on social and cultural institutions that once operated above the market, such as medicine, sports, and the law.
Both books level serious criticism of modern western society, illuminating the under-reported psychological plagues of our time. But they also offer concrete ideas on addressing the problems, from a personal and societal level.
Schwartz is the author of the TED Book, Why We Work.
Barry Schwartz | Speaker | TED.com