TEDSalon NY2011
Sheena Iyengar: How to make choosing easier
Šina Jengar (Sheena Iyengar): Kako da izbor učinimo lakšim
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Svi želimo prilagođena iskustva i proizvode - ali suočeni sa 700 opcija, potrošači se slede. Fascinantnim novim istraživanjem, Šina Jengar pokazuje kako preduzeća (i ostali) mogu poboljšati svoje iskustvo kada su izbori u pitanju .
Sheena Iyengar - Psycho-economist
Sheena Iyengar studies how people choose (and what makes us think we're good at it). Full bio
Sheena Iyengar studies how people choose (and what makes us think we're good at it). Full bio
Double-click the English transcript below to play the video.
00:15
Do you know how many choices you make
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Da li znate koliko izbora napravite
00:17
in a typical day?
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u jednom običnom danu?
00:20
Do you know how many choices you make
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Da li znate koliko izbora napravite
00:22
in typical week?
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u jednoj običnoj nedelji?
00:24
I recently did a survey
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Nedavno sam sprovela istraživanje
00:26
with over 2,000 Americans,
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koje je obuhvatalo preko
2000 Amerikanaca
2000 Amerikanaca
00:28
and the average number of choices
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i prosečan broj izbora
00:30
that the typical American reports making
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koje je običan Amerikanac
prijavio da pravi,
prijavio da pravi,
00:32
is about 70 in a typical day.
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je oko 70 u običnom danu.
00:35
There was also recently a study done with CEOs
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Skoro je rađena studija
sa izvršnim direktorima
sa izvršnim direktorima
00:39
in which they followed CEOs around for a whole week.
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u kojoj su pratili izvršne direktore
celu jednu nedelju.
celu jednu nedelju.
00:42
And these scientists simply documented all the various tasks
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Ovi naučnici su dokumentovali
sve različite zadatke
sve različite zadatke
00:45
that these CEOs engaged in
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u kojima su izvršni direktori učestvovali
00:47
and how much time they spent engaging
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i koliko vremena su utrošili na proces
00:49
in making decisions related to these tasks.
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donošenja odluka u vezi sa ovim zadacima.
00:51
And they found that the average CEO
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Otkrili su da je prosečni izvršni direktor
00:54
engaged in about 139 tasks in a week.
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uključen u oko 139 zadataka u toku nedelje.
00:57
Each task was made up of many, many, many sub-choices of course.
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Svaki zadatak je sastavljen od mnogo,
mnogo pod-izbora naravno.
mnogo pod-izbora naravno.
01:01
50 percent of their decisions
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50 procenata njihovih odluka
01:03
were made in nine minutes or less.
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je doneto u 9 minuta ili manje od toga.
01:06
Only about 12 percent of the decisions
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Za samo 12 procenata ovih odluka
01:09
did they make an hour or more of their time.
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je trebalo sat vremena ili nešto više.
01:13
Think about your own choices.
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Razmislite o svojim sopstvenim izborima.
01:15
Do you know how many choices
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Da li znate koliko izbora
01:17
make it into your nine minute category
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načinite u toj kategoriji od devet minuta
01:19
versus your one hour category?
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naspram onih koji vam oduzimaju
po sat vremena?
po sat vremena?
01:21
How well do you think you're doing
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Šta mislite koliko se dobro snalazite
01:23
at managing those choices?
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u pravljenju tih izbora?
01:26
Today I want to talk
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Danas želim da pričam
01:28
about one of the biggest modern day choosing problems that we have,
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o jednom od najvećih današnjih problema
po pitanju izbora koji imamo,
po pitanju izbora koji imamo,
01:31
which is the choice overload problem.
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a to je problem preopterećenja izborima.
01:33
I want to talk about the problem
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Želim da govorim o problemu
01:35
and some potential solutions.
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i nekim potencijalnim rešenjima.
01:37
Now as I talk about this problem,
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Kada već govorim o problemu
01:39
I'm going to have some questions for you
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postaviću vam nekoliko pitanja
01:41
and I'm going to want to know your answers.
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i želim da znam vaše odgovore.
01:44
So when I ask you a question,
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Tako da kada vam postavim pitanje,
01:46
since I'm blind,
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s obzirom da sam slepa,
01:48
only raise your hand if you want to burn off some calories.
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podignite ruku samo ako želite
da potrošite neku kaloriju.
da potrošite neku kaloriju.
01:51
(Laughter)
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(Smeh)
01:54
Otherwise, when I ask you a question,
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U drugom slučaju, kada vam postavim pitanje
01:56
and if your answer is yes,
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i ako je vaš odgovor da,
01:58
I'd like you to clap your hands.
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želim da pljesnete rukama.
02:00
So for my first question for you today:
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Moje prvo pitanje za vas je:
02:03
Are you guys ready to hear about the choice overload problem?
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da li ste spremni da slušate o problemu
preopterećenosti izborima?
preopterećenosti izborima?
02:06
(Applause)
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(Aplauz)
02:08
Thank you.
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Hvala vam.
02:11
So when I was a graduate student at Stanford University,
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Na završnoj godini Univerziteta Stenford,
02:13
I used to go to this very, very upscale grocery store;
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imala sam običaj da idem u jednu veoma,
veoma posećenu bakalnicu;
veoma posećenu bakalnicu;
02:16
at least at that time it was truly upscale.
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bar je u to vreme bila jako posećena.
02:18
It was a store called Draeger's.
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Radnja se zvala Draeger's.
02:21
Now this store, it was almost like going to an amusement park.
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Ova radnja više podseća na zabavni park.
02:24
They had 250 different kinds of mustards and vinegars
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Imali su 250 raznih vrsta senfova i sirćeta
02:27
and over 500 different kinds
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i preko 500 raznih vrsta
02:29
of fruits and vegetables
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voća i povrća
02:31
and more than two dozen different kinds of bottled water --
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i više od dva tuceta različitih vrsta
flaširane vode -
flaširane vode -
02:34
and this was during a time when we actually used to drink tap water.
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a to je bilo u ono vreme kada sam
imala običaj da pijem vodu sa česme.
imala običaj da pijem vodu sa česme.
02:38
I used to love going to this store,
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Volela sam da idem u ovu radnju,
02:41
but on one occasion I asked myself,
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ali jednom prilikom sam se zapitala
02:43
well how come you never buy anything?
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kako to da nikada ništa ne kupim?
02:45
Here's their olive oil aisle.
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Ovde je deo sa maslinovim uljima.
02:47
They had over 75 different kinds of olive oil,
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Imaju preko 75 različitih vrsta maslinovog ulja
02:49
including those that were in a locked case
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uključujući i ono u zaključanoj vitrini
02:51
that came from thousand-year-old olive trees.
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koje je dobijeno od hiljadu godina
starih stabala masline.
starih stabala masline.
02:55
So I one day decided to pay a visit to the manager,
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Jednog dana sam odlučila
da posetim menadžera
da posetim menadžera
02:57
and I asked the manager,
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i pitala sam ga:
02:59
"Is this model of offering people all this choice really working?"
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"Da li ovaj model ponude sa
ovoliko izbora zaista funkcioniše?"
ovoliko izbora zaista funkcioniše?"
03:02
And he pointed to the busloads of tourists
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On je pokazao na autobuse pune turista
03:04
that would show up everyday,
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koji svakodnevno dolaze,
03:06
with cameras ready usually.
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sa već spremnim kamerama.
03:08
We decided to do a little experiment,
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Odlučili smo da izvedemo mali eksperiment,
03:11
and we picked jam for our experiment.
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i izabrali smo džem za taj eksperiment.
03:13
Here's their jam aisle.
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Ovo je njihov odeljak sa džemovima.
03:15
They had 348 different kinds of jam.
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Imaju 348 različitih vrsta džemova.
03:17
We set up a little tasting booth
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Postavili smo mali štand za testiranje
03:19
right near the entrance of the store.
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odmah pored ulaza u radnju.
03:21
We there put out six different flavors of jam
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Stavili smo 6 različitih ukusa
03:23
or 24 different flavors of jam,
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ili 24 različita ukusa džema,
03:26
and we looked at two things:
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i pratili smo dve stvari:
03:28
First, in which case
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Prvo, u kom slučaju
03:30
were people more likely to stop, sample some jam?
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će ljudi biti zainteresovaniji
da se zaustave i probaju džem?
da se zaustave i probaju džem?
03:33
More people stopped when there were 24, about 60 percent,
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Više ljudi se zaustavilo kada je
bilo 24 vrste, oko 60 procenata,
bilo 24 vrste, oko 60 procenata,
03:36
than when there were six,
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a kada ih je bilo 6,
03:38
about 40 percent.
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oko 40 procenata.
03:40
The next thing we looked at
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Sledeća stvar na koju smo obratili pažnju je
03:42
is in which case were people more likely
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u kom slučaju će ljudi radije
03:44
to buy a jar of jam.
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kupiti teglu džema.
03:46
Now we see the opposite effect.
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Sada smo zapazili suprotan slučaj.
03:48
Of the people who stopped when there were 24,
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Od judi koji su se zaustavili kada ih je bilo 24,
03:50
only three percent of them actually bought a jar of jam.
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samo je 3 procenta kupilo teglu džema.
03:53
Of the people who stopped when there were six,
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A kada ih je bilo 6,
03:56
well now we saw that 30 percent of them
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bilo je oko 30 procenata onih
03:58
actually bought a jar of jam.
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koji su stvarno kupili teglu džema.
04:00
Now if you do the math,
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Ako izračunate,
04:02
people were at least six times more likely to buy a jar of jam
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ljudi su najmanje 6 puta spremniji
da kupe taglu džema
da kupe taglu džema
04:05
if they encountered six
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ako su naišli na 6
04:07
than if they encountered 24.
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nego na 24 vrste.
04:09
Now choosing not to buy a jar of jam
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Izbor da se ne kupi tegla džema
04:11
is probably good for us --
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je verovatno dobar za nas -
04:13
at least it's good for our waistlines --
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bar je dobar za našu kilažu -
04:15
but it turns out that this choice overload problem affects us
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ali se ispostavilo da nas ovaj problem
preopterećenosti izborima pogađa
preopterećenosti izborima pogađa
04:18
even in very consequential decisions.
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čak i kada su u pitanju
veoma posledične odluke.
veoma posledične odluke.
04:21
We choose not to choose,
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Biramo da ne izaberemo
04:23
even when it goes against our best self-interests.
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čak i kada je to protivno
našim najboljim interesima.
našim najboljim interesima.
04:26
So now for the topic of today: financial savings.
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Da pređemo na današnju temu:
finansijska štednja.
finansijska štednja.
04:29
Now I'm going to describe to you a study I did
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Sada ću vam objasniti studiju koju sam uradila
04:33
with Gur Huberman, Emir Kamenica, Wei Jang
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sa Gurom Habermanom,
Emirom Kamenicom, Vei Jangom,
Emirom Kamenicom, Vei Jangom,
04:36
where we looked at the retirement savings decisions
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posmatrali smo odluke vezane
za penzionu štednju
za penzionu štednju
04:40
of nearly a million Americans
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skoro miliona Amerikanaca,
04:43
from about 650 plans
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iz oko 650 planova
04:46
all in the U.S.
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širom SAD-a.
04:48
And what we looked at
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Obraćali smo pažnju na
04:50
was whether the number of fund offerings
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broj ponuđenih fondova
04:52
available in a retirement savings plan,
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dostupnih u planu penzione štednje,
04:54
the 401(k) plan,
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da li penzioni doprinos
04:56
does that affect people's likelihood
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utiče na ljude da
04:58
to save more for tomorrow.
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štede više za sutra.
05:00
And what we found
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Ono što smo otkrili je to
05:02
was that indeed there was a correlation.
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da zaista postoji korelacija.
05:05
So in these plans, we had about 657 plans
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U ovim planovima,
a imali smo ih oko 657,
a imali smo ih oko 657,
05:08
that ranged from offering people
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ponude su se kretale
05:10
anywhere from two to 59 different fund offerings.
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u rasponu od dva do
čak 59 različitih fondova.
čak 59 različitih fondova.
05:13
And what we found was that,
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A ono što smo otkrili je to
05:15
the more funds offered,
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da što je veća ponuda fondova,
05:17
indeed, there was less participation rate.
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manji je stepen učešća u njima.
05:20
So if you look at the extremes,
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Ako pogledamo krajnosti,
05:22
those plans that offered you two funds,
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u onim planovima koji nude dva fonda,
05:24
participation rates were around in the mid-70s --
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stopa učešća u sredini oko sedamdeset posto -
05:27
still not as high as we want it to be.
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nije još uvek bila onako visoka
kako smo želeli.
kako smo želeli.
05:29
In those plans that offered nearly 60 funds,
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U onim planovima koji nude oko 60 fondova,
05:32
participation rates have now dropped
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stopa učešća je sada pala
05:35
to about the 60th percentile.
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na približno 60 posto.
05:38
Now it turns out
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Ispostavilo se
05:40
that even if you do choose to participate
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da i ako izaberete da učestvujete
05:43
when there are more choices present,
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kada postoji više izbora,
05:45
even then, it has negative consequences.
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čak i tada, to ima negativne posledice.
05:48
So for those people who did choose to participate,
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Za one ljude koji su izabrali da učestvuju
05:51
the more choices available,
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što je više izbora ponuđeno,
05:53
the more likely people were
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ljudi su bili zainteresovaniji
05:55
to completely avoid stocks or equity funds.
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da potpuno izbegnu akcije ili kapitalne fondove.
05:58
The more choices available,
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Što je više izbora ponuđeno,
06:00
the more likely they were
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veća je verovatnoća
06:02
to put all their money in pure money market accounts.
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da će oni staviti sav svoj novac
na obične račune.
na obične račune.
06:04
Now neither of these extreme decisions
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Ni jedna od ovih ekstremnih odluka
06:06
are the kinds of decisions
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nije ona vrsta odluke
06:08
that any of us would recommend for people
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koju bi bilo ko od nas
preporučio onim ljudima
preporučio onim ljudima
06:10
when you're considering their future financial well-being.
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kojima želimo dobru finansijsku situaciju
u budućnosti.
u budućnosti.
06:13
Well, over the past decade,
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Tokom poslednje decenije
06:15
we have observed three main negative consequences
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uočili smo tri glavne negativne posledice
06:18
to offering people more and more choices.
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prevelike ponude izbora.
06:21
They're more likely to delay choosing --
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Oni će radije da odlože odlučivanje
06:23
procrastinate even when it goes against their best self-interest.
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odugovlačiće, čak i kad je to suprotno
njihovim najboljim interesima.
njihovim najboljim interesima.
06:26
They're more likely to make worse choices --
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Veća je verovatnoća da će
napraviti lošije izbore -
napraviti lošije izbore -
06:28
worse financial choices, medical choices.
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lošije finansijske izbore,
zdravstvene izbore.
zdravstvene izbore.
06:31
They're more likely to choose things that make them less satisfied,
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Verovatnije je da će izabrati stvari
koje ih čine manje zadovoljnim,
koje ih čine manje zadovoljnim,
06:34
even when they do objectively better.
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čak i kada su one objektivno bolje.
06:37
The main reason for this
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Glavni razlog za ovo je
06:39
is because, we might enjoy gazing at those giant walls
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to što, iako možda uživamo
da zurimo u one ogromne zidove
da zurimo u one ogromne zidove
06:43
of mayonnaises, mustards, vinegars, jams,
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majoneza, senfova, sirćeta, džemova,
06:45
but we can't actually do the math of comparing and contrasting
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zapravo ne možemo
matematički da uporedimo
matematički da uporedimo
06:48
and actually picking from that stunning display.
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i napravimo izbor
iz te zadivljujuće ponude.
iz te zadivljujuće ponude.
06:52
So what I want to propose to you today
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Zato bih vam danas predložila
06:54
are four simple techniques --
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četiri jednostavne tehnike -
06:57
techniques that we have tested in one way or another
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tehnike koje smo isprobali
na jedan ili drugi način
na jedan ili drugi način
07:00
in different research venues --
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na različitim istraživačkim mestima -
07:02
that you can easily apply
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koje možete jednostavno primenjivati
07:04
in your businesses.
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u svom poslu.
07:06
The first: Cut.
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Prva je: rez.
07:08
You've heard it said before,
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Čuli ste za ovo i ranije,
07:10
but it's never been more true than today,
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ali to nikada nije bilo istinitije nego danas,
07:12
that less is more.
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manje je više.
07:14
People are always upset when I say, "Cut."
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Ljudi su uvek uznemireni kada kažem "rez" .
07:17
They're always worried they're going to lose shelf space.
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Uvek su zabrinuti da će izgubiti
prostor na policama.
prostor na policama.
07:19
But in fact, what we're seeing more and more
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Ali zapravo, ono što viđamo
sve češće i češće
sve češće i češće
07:22
is that if you are willing to cut,
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je to, da ako ste voljni da napravite rez
07:24
get rid of those extraneous redundant options,
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da se otarasite nebitnog viška opcija,
07:26
well there's an increase in sales,
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desiće se povećanje prodaje,
07:28
there's a lowering of costs,
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smanjivanje troškova
07:30
there is an improvement of the choosing experience.
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i poboljšanje iskustva
kada je biranje u pitanju.
kada je biranje u pitanju.
07:34
When Proctor & Gamble
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Kada je Proctor&Gamble
07:36
went from 26 different kinds of Head & Shoulders to 15,
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smanjio broj vrsta Head&Shoulders
sa 26 na 15,
sa 26 na 15,
07:38
they saw an increase in sales by 10 percent.
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konstatovali su povećanje prodaje za 10 procenata.
07:41
When the Golden Cat Corporation
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Kada se Golden Cat korporacija
07:43
got rid of their 10 worst-selling cat litter products,
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otarasila svojih 10 najmanje
prodavanih proizvoda za mačke
prodavanih proizvoda za mačke
07:45
they saw an increase in profits
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došlo je do povećanja profita
07:47
by 87 percent --
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za 87 procenata -
07:49
a function of both increase in sales
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a ovo povećava prodaju
07:51
and lowering of costs.
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i smanjuje troškove.
07:53
You know, the average grocery store today
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Znate, prosečna prodavnica danas
07:55
offers you 45,000 products.
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vam nudi 45 000 proizvoda.
07:57
The typical Walmart today offers you 100,000 products.
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Običan Walmart danas
ima u ponudi preko 100 000 proizvoda.
ima u ponudi preko 100 000 proizvoda.
08:00
But the ninth largest retailer,
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Ali deveta najveća trgovina na malo
08:05
the ninth biggest retailer in the world today
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na svetu danas
08:07
is Aldi,
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je Aldi,
08:09
and it offers you only 1,400 products --
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a on nudi samo 1 400 proizvoda -
08:12
one kind of canned tomato sauce.
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samo jednu vrstu paradajz sosa u konzervi.
08:15
Now in the financial savings world,
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U svetu finansijske štednje,
08:17
I think one of the best examples that has recently come out
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mislim da je jedan od najboljih primera
koji se pojavio u skorije vreme
koji se pojavio u skorije vreme
08:20
on how to best manage the choice offerings
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kako je najbolje upravljati ponudom izbora,
08:23
has actually been something that David Laibson was heavily involved in designing,
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je nešto u čije je projektovanje
uključen Dejvid Lajbson,
uključen Dejvid Lajbson,
08:26
which was the program that they have at Harvard.
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je program koji su
imali na Harvardu.
imali na Harvardu.
08:28
Every single Harvard employee
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Svaki zaposleni na Harvardu
08:30
is now automatically enrolled
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se sada automatski upisuje
08:32
in a lifecycle fund.
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u fond životnog osiguranja.
08:34
For those people who actually want to choose,
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Onima koji žele da biraju,
08:36
they're given 20 funds,
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ponuđeno je 20 fondova,
08:38
not 300 or more funds.
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ne 300 ili više.
08:40
You know, often, people say,
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Znate, ljudi često imaju običaj da kažu:
08:42
"I don't know how to cut.
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"Ne znam kako da presečem.
08:44
They're all important choices."
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Sve su to jako bitni izbori."
08:46
And the first thing I do is I ask the employees,
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Prvo što uradim je da pitam zaposlene:
08:49
"Tell me how these choices are different from one another.
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"Recite mi kako se ovi izbori
razlikuju jedni od drugih.
razlikuju jedni od drugih.
08:51
And if your employees can't tell them apart,
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Ako ih vaši zaposleni ne mogu razdvojiti,
08:53
neither can your consumers."
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to ni vaši kupci ne mogu da učine."
08:56
Now before we started our session this afternoon,
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Pre nego što smo počeli
popodnevnu sesiju,
popodnevnu sesiju,
08:59
I had a chat with Gary.
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razgovorala sam sa Gerijem.
09:01
And Gary said that he would be willing
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Geri mi je rekao da bi bio voljan
09:04
to offer people in this audience
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da ponudi ljudima u publici
09:06
an all-expenses-paid free vacation
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besplatan odmor
sa svim plaćenim troškovima,
sa svim plaćenim troškovima,
09:09
to the most beautiful road in the world.
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na najlepšem putu na svetu.
09:13
Here's a description of the road.
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Ovo je opis puta.
09:16
And I'd like you to read it.
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Volela bih da da ga pročitate.
09:18
And now I'll give you a few seconds to read it
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Daću vam nekoliko sekundi da ga pročitate,
09:20
and then I want you to clap your hands
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a onda želim da pljesnete rukama
09:22
if you're ready to take Gary up on his offer.
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ako ste spremni da prihvatite Gerijevu ponudu.
09:24
(Light clapping)
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(Blago pljeskanje)
09:26
Okay. Anybody who's ready to take him up on his offer.
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U redu. Ko je spreman da
prihvati njegovu ponudu?
prihvati njegovu ponudu?
09:29
Is that all?
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Da li je to sve?
09:31
All right, let me show you some more about this.
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U redu, dozvolite mi da vam pokažem
nešto više o tome.
nešto više o tome.
09:34
(Laughter)
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(Smeh)
09:37
You guys knew there was a trick, didn't you.
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Znali ste da postoji neki trik, zar ne?
09:44
(Honk)
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(Trubljenje)
09:46
Now who's ready to go on this trip.
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Ko je sada spreman da ide na ovaj put?
09:49
(Applause)
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(Aplauz)
09:51
(Laughter)
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(Smeh)
09:53
I think I might have actually heard more hands.
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Mislim da sam stvarno čula više ruku.
09:56
All right.
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U redu.
09:58
Now in fact,
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Sada zapravo
10:00
you had objectively more information
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imate objektivno više informacija
10:02
the first time around than the second time around,
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prvog puta nego drugog puta,
10:04
but I would venture to guess
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ali bih se usudila da pogađam
10:06
that you felt that it was more real the second time around.
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da ste imali utisak da je
mnogo realnije drugog puta.
mnogo realnije drugog puta.
10:10
Because the pictures made it feel
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Zato što su slike učinile da sve to
10:12
more real to you.
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bude mnogo stvarnije za vas.
10:14
Which brings me to the second technique
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Što me dovodi do druge tehnike
10:16
for handling the choice overload problem,
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za snalaženje sa problemom
preopterećenja izborima,
preopterećenja izborima,
10:18
which is concretization.
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a to je konkretizacija.
10:20
That in order for people to understand
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Da bi ljudi bolje razumeli
10:22
the differences between the choices,
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razliku izmedu izbora,
10:24
they have to be able to understand
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moraju biti sposobni da razumeju
10:26
the consequences associated with each choice,
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posledice povezane sa svakim izborom
10:29
and that the consequences need to be felt
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i to da posledice moraju biti shvaćene
10:32
in a vivid sort of way, in a very concrete way.
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veoma živo, na veoma konkretan način.
10:36
Why do people spend an average of 15 to 30 percent more
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Zašto ljudi troše u proseku 15
do 30 procenata više
do 30 procenata više
10:39
when they use an ATM card or a credit card
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kada koriste platnu karticu
ili kreditnu karticu
ili kreditnu karticu
10:41
as opposed to cash?
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u odnosu na gotovinu?
10:43
Because it doesn't feel like real money.
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Zato što je ne doživljavamo kao pravi novac.
10:45
And it turns out
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Ispostavlja se
10:47
that making it feel more concrete
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da konkretnije doživljavanje
10:49
can actually be a very positive tool
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zaista može da bude veoma dobar način
10:51
to use in getting people to save more.
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da se ljudi navedu da štede više.
10:53
So a study that I did with Shlomo Benartzi
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Studija koju sam uradila
sa Šlomom Benarcijem
sa Šlomom Benarcijem
10:55
and Alessandro Previtero,
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i Alesandrom Previterom,
10:57
we did a study with people at ING --
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- uradili smo studiju sa ljudima u ING-u -
11:01
employees that are all working at ING --
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sa zaposlenima koji rade u ING-u -
11:04
and now these people were all in a session
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svi ti ljudi su bili na sednici
11:06
where they're doing enrollment for their 401(k) plan.
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gde su popunjavali svoj penzioni plan.
11:09
And during that session,
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Tokom te sednice,
11:11
we kept the session exactly the way it used to be,
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držali smo sednicu na način
kako je ona i ranije vođena,
kako je ona i ranije vođena,
11:13
but we added one little thing.
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ali smo dodali jednu sitnicu.
11:16
The one little thing we added
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Sitnica koju smo dodali
11:19
was we asked people
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je da smo zamolili ljude
11:21
to just think about all the positive things that would happen in your life
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da razmisle o svim pozitivnim stvarima
koje im se mogu desiti
koje im se mogu desiti
11:24
if you saved more.
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ako uštede više.
11:26
By doing that simple thing,
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Uradivši tu prostu stvar,
11:29
there was an increase in enrollment by 20 percent
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doveli smo do povećanja
upisa za 20 procenata
upisa za 20 procenata
11:32
and there was an increase in the amount of people willing to save
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i došlo je do povećanja broja ljudi
spremnih da štede
spremnih da štede
11:35
or the amount that they were willing to put down into their savings account
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ili iznosa koji su bili voljni da stave
na svoj štedni račun
na svoj štedni račun
11:38
by four percent.
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za četiri procenta.
11:40
The third technique: Categorization.
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Treća tehnika: kategorizacija.
11:43
We can handle more categories
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Možemo podneti više kategorija
11:46
than we can handle choices.
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nego što možemo podneti izbora.
11:48
So for example,
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Tako, na primer,
11:50
here's a study we did in a magazine aisle.
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ovde je studija koju smo uradili
u odeljku časopisa.
u odeljku časopisa.
11:52
It turns out that in Wegmans grocery stores
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Ispostavilo se da u Vegmans prodavnicama
11:54
up and down the northeast corridor,
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uzduž i popreko severoistočnog koridora
11:56
the magazine aisles range anywhere
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odeljci časopisa niču svuda,
11:58
from 331 different kinds of magazines
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od 331 različite vrste časopisa
12:00
all the way up to 664.
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sve do 664.
12:03
But you know what?
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Ali, znate šta?
12:05
If I show you 600 magazines
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Ako vam pokažem 600 časopisa
12:07
and I divide them up into 10 categories,
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i podelim ih na 10 kategorija
12:10
versus I show you 400 magazines
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umesto da vam pokažem 400 časopisa
12:12
and divide them up into 20 categories,
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i podelim ih na 20 kategorija,
12:15
you believe that I have given you
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verovaćete da sam vam dala
12:17
more choice and a better choosing experience
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više izbora i više iskustva u biranju
12:19
if I gave you the 400
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ako vam dam 400,
12:21
than if I gave you the 600.
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nego ako vam dam 600 vrsta.
12:23
Because the categories tell me how to tell them apart.
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Zato što mi kategorije govore
kako da ih razlikujem.
kako da ih razlikujem.
12:28
Here are two different jewelry displays.
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Ovo su dva različita izloga sa nakitom.
12:31
One is called "Jazz" and the other one is called "Swing."
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Jedan se zove "Džez", a drugi "Sving".
12:34
If you think the display on the left is Swing
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Ako mislite da je izlog sa leve strane Sving,
12:37
and the display on the right is Jazz,
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a izlog sa desne strane Džez,
12:40
clap your hands.
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pljesnite rukama.
12:42
(Light Clapping)
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(Blago pljeskanje)
12:44
Okay, there's some.
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U redu, ima vas nekoliko.
12:46
If you think the one on the left is Jazz and the one on the right is Swing,
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Ako mislite da je onaj sa leve strane Džez ,
a onaj sa desne Sving
a onaj sa desne Sving
12:48
clap your hands.
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pljesnite rukama.
12:50
Okay, a bit more.
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U redu, malo vas je više.
12:52
Now it turns out you're right.
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Ispostavilo se da ste u pravu.
12:54
The one on the left is Jazz and the one on the right is Swing,
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Sa leve strane je Džez,
a sa desne je Sving,
a sa desne je Sving,
12:56
but you know what?
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ali znate šta?
12:58
This is a highly useless categorization scheme.
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Ovo je veoma nekorisna šema kategorizacije.
13:01
(Laughter)
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(Smeh)
13:03
The categories need to say something
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Kategorije su potrebne da bi nešto rekle
13:06
to the chooser, not the choice-maker.
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onome ko bira, a ne onom
ko te izbore pravi.
ko te izbore pravi.
13:09
And you often see that problem
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Često uviđate problem
13:11
when it comes down to those long lists of all these funds.
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kada su u pitanju duge liste svih tih fondova.
13:14
Who are they actually supposed to be informing?
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Koga bi oni zapravo trebalo da informišu?
13:18
My fourth technique: Condition for complexity.
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Moja četvrta tehnika: uslov za složenost.
13:21
It turns out we can actually
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Ispostavlja se da zapravo
13:23
handle a lot more information than we think we can,
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prihvatamo mnogo više informacija
nego što mislimo da možemo,
nego što mislimo da možemo,
13:25
we've just got to take it a little easier.
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samo moramo sve to učiniti lakšim.
13:27
We have to gradually increase the complexity.
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Moramo postepeno
da povećavamo kompleksnost.
da povećavamo kompleksnost.
13:30
I'm going to show you one example of what I'm talking about.
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Pokazaću vam jedan primer
ovoga o čemu govorim.
ovoga o čemu govorim.
13:33
Let's take a very, very complicated decision:
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Uzmimo kao primer jednu veoma,
komplikovanu odluku:
komplikovanu odluku:
13:35
buying a car.
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kupovinu auta.
13:37
Here's a German car manufacturer
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Ovo je nemački proizvođač automobila
13:39
that gives you the opportunity to completely custom make your car.
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koji vam daje mogućnost da
potpuno prilagodite svoj automobil.
potpuno prilagodite svoj automobil.
13:42
You've got to make 60 different decisions,
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Morate da donesete 60 različitih odluka,
13:44
completely make up your car.
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koje potpuno čine vaš automobil.
13:46
Now these decisions vary
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Ove odluke zavise
13:48
in the number of choices that they offer per decision.
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od broja izbora koje će vam
oni ponuditi po odluci.
oni ponuditi po odluci.
13:51
Car colors, exterior car colors --
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Boje automobila, spoljne boje -
13:53
I've got 56 choices.
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imam 56 mogućnosti da biram.
13:55
Engines, gearshift -- four choices.
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Motori, menjači - 4 izbora.
13:58
So now what I'm going to do
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Ono što sada planiram da uradim
14:00
is I'm going to vary the order in which these decisions appear.
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je da promenim redosled
pojavljivanja ovih odluka.
pojavljivanja ovih odluka.
14:03
So half of the customers
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Polovina kupaca
14:05
are going to go from high choice, 56 car colors,
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će ići od najvećeg broja izbora, 56 boja auta,
14:07
to low choice, four gearshifts.
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do najmanjeg broja, četiri menjača.
14:10
The other half of the customers
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Druga polovina kupaca
14:12
are going to go from low choice, four gearshifts,
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će ići od najmanjeg broja izbora,
četiri menjača
četiri menjača
14:14
to 56 car colors, high choice.
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do 56 boja za automobile,
najvećeg broja izbora.
najvećeg broja izbora.
14:17
What am I going to look at?
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Na šta ću ovde obratiti pažnju?
14:19
How engaged you are.
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Koliko ste angažovani.
14:21
If you keep hitting the default button per decision,
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Ako pritiskate stalno isti taster po odluci,
14:24
that means you're getting overwhelmed,
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znači da postajete preplavljeni,
14:26
that means I'm losing you.
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znači da vas gubim.
14:28
What you find
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Ono što ćete uvideti
14:30
is the people who go from high choice to low choice,
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je da ljudi koji kreću od više izbora
ka manjem broju izbora
ka manjem broju izbora
14:32
they're hitting that default button over and over and over again.
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pritiskaju osnovni taster
iznova, iznova i iznova.
iznova, iznova i iznova.
14:35
We're losing them.
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Gubimo ih.
14:37
They go from low choice to high choice,
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Oni koji idu od manjeg broja izbora
ka većem broju izbora,
ka većem broju izbora,
14:39
they're hanging in there.
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oni se drže.
14:41
It's the same information. It's the same number of choices.
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To je ista informacija.
Isti broj izbora.
Isti broj izbora.
14:44
The only thing that I have done
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Jedina stvar koju sam uradila
14:46
is I have varied the order
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je ta da sam promenila redosled
14:48
in which that information is presented.
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kojim će te informacije biti predstavljene.
14:50
If I start you off easy,
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Ako krenem od lakšeg,
14:52
I learn how to choose.
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učim kako da izaberem.
14:54
Even though choosing gearshift
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Čak iako biranje menjača
14:57
doesn't tell me anything about my preferences for interior decor,
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ne govori ništa o mojim željama
unutrašnjeg izgleda,
unutrašnjeg izgleda,
15:00
it still prepares me for how to choose.
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ipak me priprema kako da izaberem.
15:03
It also gets me excited about this big product that I'm putting together,
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To me takođe uzbuđuje jer
sastavljam taj veliki proizvod
sastavljam taj veliki proizvod
15:06
so I'm more willing to be motivated
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tako da sam spremnija
da budem motivisana
da budem motivisana
15:08
to be engaged.
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da budem angažovana.
15:10
So let me recap.
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Dozvolite mi da ponovim.
15:12
I have talked about four techniques
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Govorila sam o četiri tehnike
15:15
for mitigating the problem of choice overload --
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ublažavanja problema prezasićenosti izborima.
15:18
cut -- get rid of the extraneous alternatives;
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rez - oslobađanje od suvišnih alternativa;
15:21
concretize -- make it real;
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konkretizacija - učinite to stvarnim;
15:24
categorize -- we can handle more categories, less choices;
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kategorizacija - možemo prihvatiti
više kategorija, a manje izbora;
više kategorija, a manje izbora;
15:28
condition for complexity.
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uslov za složenost.
15:31
All of these techniques that I'm describing to you today
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Sve ove tehnike koje sam vam danas opisala
15:34
are designed to help you manage your choices --
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su stvorene da izađete na kraj sa svojim izborima -
15:37
better for you, you can use them on yourself,
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bolje za vas, možete ih koristiti na sebi
15:40
better for the people that you are serving.
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još bolje na ljudima za koje radite.
15:42
Because I believe that the key
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Zato što verujem da je ključ
15:44
to getting the most from choice
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izvlačenja maksimuma iz izbora
15:46
is to be choosy about choosing.
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biti izbirljiv po pitanju izbora.
15:49
And the more we're able to be choosy about choosing
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Što smo izbirljiviji po pitanju uzbora
15:51
the better we will be able
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više ćemo biti u stanju
15:53
to practice the art of choosing.
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da vežbamo umetnost biranja.
15:55
Thank you very much.
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Mnogo vam hvala.
15:57
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Sheena Iyengar - Psycho-economistSheena Iyengar studies how people choose (and what makes us think we're good at it).
Why you should listen
We all think we're good at making choices; many of us even enjoy making them. Sheena Iyengar looks deeply at choosing and has discovered many surprising things about it. For instance, her famous "jam study," done while she was a grad student, quantified a counterintuitive truth about decisionmaking -- that when we're presented with too many choices, like 24 varieties of jam, we tend not to choose anything at all. (This and subsequent, equally ingenious experiments have provided rich material for Malcolm Gladwell and other pop chroniclers of business and the human psyche.)
Iyengar's research has been informing business and consumer-goods marketing since the 1990s. But she and her team at the Columbia Business School throw a much broader net. Her analysis touches, for example, on the medical decisionmaking that might lead up to choosing physician-assisted suicide, on the drawbacks of providing too many choices and options in social-welfare programs, and on the cultural and geographical underpinning of choice. Her book The Art of Choosing shares her research in an accessible and charming story that draws examples from her own life.
Watch a Facebook-exclusive short video from Sheena Iyengar: "Ballet Slippers" >>
Sheena Iyengar | Speaker | TED.com