TEDSalon NY2011
Sheena Iyengar: How to make choosing easier
Sheena lyengar：如何令选择变得更加容易
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即使我们都渴望为自己独家定制的体验与产品，顾客们在面对着700多种选择时，仍变得不知所措。以令人惊叹的调查数据，Sheena lyengar, 向我们展示商业（以及其他行业）如何可以改善选择的体验。
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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你知道在日常生活中你平均
00:17
in a typical day?
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每天做多少选择？
00:20
Do you know how many choices you make
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你知道你平均每周
00:22
in typical week?
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做多少选择？
00:24
I recently did a survey
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我最近在超过2000美国人中
00:26
with over 2,000 Americans,
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做了一个调查，
00:28
and the average number of choices
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结果显示，一个典型的美国人
00:30
that the typical American reports making
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平均每天
00:32
is about 70 in a typical day.
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做70个选择。
00:35
There was also recently a study done with CEOs
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另外最近还有一个对于CEO们的研究
00:39
in which they followed CEOs around for a whole week.
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科学家们在一星期中跟着CEO们
00:42
And these scientists simply documented all the various tasks
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然后记录下他们所参与和完成的
00:45
that these CEOs engaged in
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各种不同的活动与任务
00:47
and how much time they spent engaging
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和他们做的所有与这些任务有关的
00:49
in making decisions related to these tasks.
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决定所用的时间。
00:51
And they found that the average CEO
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科学家们由此发现，每一个CEO平均
00:54
engaged in about 139 tasks in a week.
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每周参与完成大概139个任务。
00:57
Each task was made up of many, many, many sub-choices of course.
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当然了，每个任务又都是由许多小的选择构成的。
01:01
50 percent of their decisions
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这其中50%的决定
01:03
were made in nine minutes or less.
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都是他们在九分钟甚至更短的时间内做出的。
01:06
Only about 12 percent of the decisions
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只有其中百分之十二的决定，
01:09
did they make an hour or more of their time.
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用了他们一小时或更长的时间。
01:13
Think about your own choices.
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想一想你每天做的选择。
01:15
Do you know how many choices
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你知道它们中多少
01:17
make it into your nine minute category
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是“九分钟抉择”
01:19
versus your one hour category?
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又有多少是一小时的选择？
01:21
How well do you think you're doing
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在管理这些选择上，
01:23
at managing those choices?
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你做的如何？
01:26
Today I want to talk
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今天我要讲一讲
01:28
about one of the biggest modern day choosing problems that we have,
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现在社会中我们所面对的最严重的选择问题：
01:31
which is the choice overload problem.
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选择过多。
01:33
I want to talk about the problem
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我想要讲一讲这些问题
01:35
and some potential solutions.
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与一些可行的解决办法。
01:37
Now as I talk about this problem,
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我现在先将这个问题，
01:39
I'm going to have some questions for you
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我要问你们一些问题
01:41
and I'm going to want to know your answers.
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然后我希望得到你们的答案。
01:44
So when I ask you a question,
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所以当我问你们一个问题
01:46
since I'm blind,
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由于我看不见，
01:48
only raise your hand if you want to burn off some calories.
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不要举手除非你只是想消耗一下卡路里。
01:51
(Laughter)
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（笑声)
01:54
Otherwise, when I ask you a question,
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否则，当我问你们一个问题，
01:56
and if your answer is yes,
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如果你的答案是：是，
01:58
I'd like you to clap your hands.
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我希望你们可以鼓掌。
02:00
So for my first question for you today:
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所以，我今天给你们的第一个问题是：
02:03
Are you guys ready to hear about the choice overload problem?
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对于选择过多这个问题你们准备好听了么？
02:06
(Applause)
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（观众鼓掌）
02:08
Thank you.
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谢谢
02:11
So when I was a graduate student at Stanford University,
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当我还是斯坦福大学的一名本科学生时，
02:13
I used to go to this very, very upscale grocery store;
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我经常去一个非常高级的杂货店；
02:16
at least at that time it was truly upscale.
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至少在当时看来那家店是十分高级的。
02:18
It was a store called Draeger's.
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它的名字是Draeger‘s。
02:21
Now this store, it was almost like going to an amusement park.
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去那家店，就像是去游乐园一样。
02:24
They had 250 different kinds of mustards and vinegars
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他们有250种不同的黄芥末和醋
02:27
and over 500 different kinds
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还有超过500中不同种类的
02:29
of fruits and vegetables
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蔬菜和水果
02:31
and more than two dozen different kinds of bottled water --
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还有超过24中不同的瓶装水
02:34
and this was during a time when we actually used to drink tap water.
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而那是我们还在喝水龙头里的水的年代。
02:38
I used to love going to this store,
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我过去十分喜欢去这家店，
02:41
but on one occasion I asked myself,
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但是有一次我问自己，
02:43
well how come you never buy anything?
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为什么你从来都不买东西呢？
02:45
Here's their olive oil aisle.
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这是卖橄榄油的过道。
02:47
They had over 75 different kinds of olive oil,
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他们有75种以上不同的橄榄油，
02:49
including those that were in a locked case
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包括那些被锁在盒子里
02:51
that came from thousand-year-old olive trees.
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从4000年的橄榄树上取来的油。
02:55
So I one day decided to pay a visit to the manager,
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于是有一天我决定去拜访一下这家店的经理，
02:57
and I asked the manager,
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我问他，
02:59
"Is this model of offering people all this choice really working?"
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“这个给人们所有选择的模型真的有用么？”
03:02
And he pointed to the busloads of tourists
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然后他向我示意了那些每天都会来的
03:04
that would show up everyday,
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一车一车的
03:06
with cameras ready usually.
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举着相机的游客。
03:08
We decided to do a little experiment,
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我们决定做一个小实验，
03:11
and we picked jam for our experiment.
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然后选择了果酱作为试验品。
03:13
Here's their jam aisle.
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这是卖果酱的走廊。
03:15
They had 348 different kinds of jam.
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他们有148种不同的果酱。
03:17
We set up a little tasting booth
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在店门口的地方
03:19
right near the entrance of the store.
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我们摆设了一个小的品尝台。
03:21
We there put out six different flavors of jam
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我们在那儿摆6种
03:23
or 24 different flavors of jam,
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或24种不同味道的果酱，
03:26
and we looked at two things:
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然后我们观察了两件事：
03:28
First, in which case
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第一，人们在哪种情况下
03:30
were people more likely to stop, sample some jam?
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更愿意停下脚步品尝一些果酱？
03:33
More people stopped when there were 24, about 60 percent,
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相比较下，大部分，约60%的人，在有24种果酱走廊停了脚步，
03:36
than when there were six,
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而当有6种果酱时
03:38
about 40 percent.
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只有40%的人。
03:40
The next thing we looked at
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我们观察的另一件事是：
03:42
is in which case were people more likely
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在人们在哪种情况下更愿意
03:44
to buy a jar of jam.
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买一罐果酱
03:46
Now we see the opposite effect.
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这时，我们观察到了相反的结果。
03:48
Of the people who stopped when there were 24,
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在那些在有24种果酱时停下的人们中，
03:50
only three percent of them actually bought a jar of jam.
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只有3%的人真正买了果酱。
03:53
Of the people who stopped when there were six,
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而此时，在那些在有6种果酱时停下的人们中，
03:56
well now we saw that 30 percent of them
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我们发现有30%的人
03:58
actually bought a jar of jam.
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买了果酱。
04:00
Now if you do the math,
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现在如果你算一下的话，
04:02
people were at least six times more likely to buy a jar of jam
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当人们只有六种选择时，
04:05
if they encountered six
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比有24种时
04:07
than if they encountered 24.
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买果酱的倾向上升了至少六倍
04:09
Now choosing not to buy a jar of jam
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选择不买果酱
04:11
is probably good for us --
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也许对我们来说是一件好事儿
04:13
at least it's good for our waistlines --
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至少对我们的水桶腰来说，
04:15
but it turns out that this choice overload problem affects us
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但是结果证明过度选择甚至在
04:18
even in very consequential decisions.
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非常重要的决定上影响我们。
04:21
We choose not to choose,
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我们甚至在有悖个人利益的情况下，
04:23
even when it goes against our best self-interests.
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宁愿放弃选择。
04:26
So now for the topic of today: financial savings.
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所以现在来介绍我们今天的话题：金融理财。
04:29
Now I'm going to describe to you a study I did
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现在我要向你们介绍我与Gur Huberman, Emir Kamerica, Wei Jang
04:33
with Gur Huberman, Emir Kamenica, Wei Jang
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一起做的一个关于
04:36
where we looked at the retirement savings decisions
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近百万美国人在全美650多种
04:40
of nearly a million Americans
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养老金计划中
04:43
from about 650 plans
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选择的
04:46
all in the U.S.
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研究。
04:48
And what we looked at
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我们研究了
04:50
was whether the number of fund offerings
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养老金计划，
04:52
available in a retirement savings plan,
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也就是401（k)雇员福利中
04:54
the 401(k) plan,
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所提供的基金选择数量，
04:56
does that affect people's likelihood
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是否影响人们
04:58
to save more for tomorrow.
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为未来存款的几率。
05:00
And what we found
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我们发现，
05:02
was that indeed there was a correlation.
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这之前却是有联系。
05:05
So in these plans, we had about 657 plans
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于是在这些计划中，我们选择了657个
05:08
that ranged from offering people
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从提供2到59种基金
05:10
anywhere from two to 59 different fund offerings.
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的不同计划。
05:13
And what we found was that,
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我们发现，
05:15
the more funds offered,
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事实上，提供的基金越多，
05:17
indeed, there was less participation rate.
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参购率就越低。
05:20
So if you look at the extremes,
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所以如果观察一下极端的情况的话，
05:22
those plans that offered you two funds,
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会发现那些提供给客户两种基金的计划
05:24
participation rates were around in the mid-70s --
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的参购率在70左右，
05:27
still not as high as we want it to be.
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仍然没有我们期待中的那么高。
05:29
In those plans that offered nearly 60 funds,
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那些提供接近60种基金的计划，
05:32
participation rates have now dropped
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参购率降低到了
05:35
to about the 60th percentile.
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60多的参购率。
05:38
Now it turns out
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由此看来，
05:40
that even if you do choose to participate
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即使是你真的选择参与一个计划，
05:43
when there are more choices present,
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当那么多计划摆在你面前时，
05:45
even then, it has negative consequences.
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还是会造成负面的影响。
05:48
So for those people who did choose to participate,
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所以对于那些选择参与计划的人来说，
05:51
the more choices available,
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选择越多，
05:53
the more likely people were
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他们越容易选择
05:55
to completely avoid stocks or equity funds.
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完全避开股票或类似的基金。
05:58
The more choices available,
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选择越多，
06:00
the more likely they were
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越容易造成人们
06:02
to put all their money in pure money market accounts.
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把钱存进单纯的存钱账户中。
06:04
Now neither of these extreme decisions
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现在，这两种极端选择
06:06
are the kinds of decisions
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没有一种是当考虑到朋友未来的生活时，
06:08
that any of us would recommend for people
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我们会推荐给朋友的
06:10
when you're considering their future financial well-being.
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好的选择。
06:13
Well, over the past decade,
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在过去十年中，
06:15
we have observed three main negative consequences
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我们观察到了提供人们越来越多的选择
06:18
to offering people more and more choices.
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所造成的负面影响
06:21
They're more likely to delay choosing --
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他们越来越容易推迟选择的过程，
06:23
procrastinate even when it goes against their best self-interest.
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即使这样做会损害到自身的利益。
06:26
They're more likely to make worse choices --
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人们更容易做出更差的选择-
06:28
worse financial choices, medical choices.
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更差的理财选择，医疗选择。
06:31
They're more likely to choose things that make them less satisfied,
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人们更容易选择那些令自己不满意的选项，
06:34
even when they do objectively better.
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即使那些选择也许客观来讲并没有那么差。
06:37
The main reason for this
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这是因为，
06:39
is because, we might enjoy gazing at those giant walls
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虽然我们很享受看一排一排
06:43
of mayonnaises, mustards, vinegars, jams,
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由美乃滋，黄芥末，醋和果酱建成的的高墙，
06:45
but we can't actually do the math of comparing and contrasting
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却不愿意亲自比较
06:48
and actually picking from that stunning display.
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然后在如此庞大的陈列中做出选择。
06:52
So what I want to propose to you today
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所以今天我想向你们介绍
06:54
are four simple techniques --
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四种简单的技巧-
06:57
techniques that we have tested in one way or another
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它们都是你可以轻松地
07:00
in different research venues --
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运用在生意上，
07:02
that you can easily apply
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并且被测试过许多次的
07:04
in your businesses.
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可靠技巧。
07:06
The first: Cut.
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一：精减。
07:08
You've heard it said before,
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你们以前也许听过，
07:10
but it's never been more true than today,
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但这个说法在从前的社会从未像现今一样的适用-
07:12
that less is more.
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“少即是多”
07:14
People are always upset when I say, "Cut."
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每一次我说“精减"的时候，人们总是会很生气。
07:17
They're always worried they're going to lose shelf space.
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他们担心这样做会导致他们丢失自我空间。
07:19
But in fact, what we're seeing more and more
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但事实上，根据我们所观察到的是
07:22
is that if you are willing to cut,
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当一个人越是愿意
07:24
get rid of those extraneous redundant options,
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放弃多余的选择，
07:26
well there's an increase in sales,
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使得营业额上升，
07:28
there's a lowering of costs,
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价格降低，
07:30
there is an improvement of the choosing experience.
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越是会改善原则的经历。
07:34
When Proctor & Gamble
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当保洁公司
07:36
went from 26 different kinds of Head & Shoulders to 15,
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将26种不同的海飞丝减至15种时，
07:38
they saw an increase in sales by 10 percent.
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销售额上升了百分之十。
07:41
When the Golden Cat Corporation
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当金猫公司
07:43
got rid of their 10 worst-selling cat litter products,
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停止了他们的十种销售量最差的猫粮的销售，
07:45
they saw an increase in profits
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盈利上升了
07:47
by 87 percent --
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百分之八十七-
07:49
a function of both increase in sales
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是又能增加销售额
07:51
and lowering of costs.
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还降低了成本两全其美的好方法。
07:53
You know, the average grocery store today
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正如你们所知道的，现在一个普通的杂货店
07:55
offers you 45,000 products.
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提供45000种商品给你选择。
07:57
The typical Walmart today offers you 100,000 products.
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一个典型的沃尔玛为你提供100000种商品。
08:00
But the ninth largest retailer,
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但是，第九大的零售商
08:05
the ninth biggest retailer in the world today
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今天世界上第九大的零售商，
08:07
is Aldi,
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是阿尔迪，
08:09
and it offers you only 1,400 products --
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而他们只提供给顾客1400种商品-
08:12
one kind of canned tomato sauce.
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一种罐装番茄酱。
08:15
Now in the financial savings world,
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在这个理财的世界中，
08:17
I think one of the best examples that has recently come out
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我认为在关于如何最有效地管理选择中
08:20
on how to best manage the choice offerings
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最好的例子是
08:23
has actually been something that David Laibson was heavily involved in designing,
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David Laibson十分投入的
08:26
which was the program that they have at Harvard.
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一个哈佛的项目。
08:28
Every single Harvard employee
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哈佛的每一个教职工
08:30
is now automatically enrolled
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都自动被登记加入
08:32
in a lifecycle fund.
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一个生活周期基金中。
08:34
For those people who actually want to choose,
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那些愿意自己选择的人，
08:36
they're given 20 funds,
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有20种不同的基金选择，
08:38
not 300 or more funds.
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而不是300种甚至更多。
08:40
You know, often, people say,
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你知道，人们很喜欢说，
08:42
"I don't know how to cut.
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”我不知道怎么消减
08:44
They're all important choices."
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这些都是非常重要的选择。”
08:46
And the first thing I do is I ask the employees,
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所以我做的第一件事是问这些教职工，
08:49
"Tell me how these choices are different from one another.
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“告诉我这些选择与其他那些有何不同，
08:51
And if your employees can't tell them apart,
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如果你的员工们不能分辨它们的不同，
08:53
neither can your consumers."
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你的顾客肯定也不能。“
08:56
Now before we started our session this afternoon,
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今天下午在这个活动开始之前，
08:59
I had a chat with Gary.
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我跟Gary聊了一会儿。
09:01
And Gary said that he would be willing
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Gary跟我说他愿意
09:04
to offer people in this audience
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为今天在场的所有观众提供
09:06
an all-expenses-paid free vacation
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一次到这个世界上最美的路的旅行，
09:09
to the most beautiful road in the world.
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并且完全免费。
09:13
Here's a description of the road.
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我希望你们读一下
09:16
And I'd like you to read it.
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对这条路的描写。
09:18
And now I'll give you a few seconds to read it
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现在我给你们几秒钟自己读一下，
09:20
and then I want you to clap your hands
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如果你愿意接受Gary的提议的话，
09:22
if you're ready to take Gary up on his offer.
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就请鼓掌。
09:24
(Light clapping)
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（稀疏的掌声）
09:26
Okay. Anybody who's ready to take him up on his offer.
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好，有人愿意接受他的提议么？
09:29
Is that all?
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没有其他人了么？
09:31
All right, let me show you some more about this.
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好吧，我多给你们看一些有关此事的。
09:34
(Laughter)
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（笑声）
09:37
You guys knew there was a trick, didn't you.
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你们早就知道这是个诡计了，是吧？
09:44
(Honk)
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（汽车喇叭声）
09:46
Now who's ready to go on this trip.
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现在，有谁愿意去这次旅行？
09:49
(Applause)
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（观众鼓掌）
09:51
(Laughter)
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（笑声）
09:53
I think I might have actually heard more hands.
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我以为我会听到更多掌声呢。
09:56
All right.
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好吧，
09:58
Now in fact,
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事实上，
10:00
you had objectively more information
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客观地来讲，
10:02
the first time around than the second time around,
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你们第一次的时候比第二次得到的信息要多，
10:04
but I would venture to guess
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但是我冒昧地猜
10:06
that you felt that it was more real the second time around.
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你们觉得第二次更真实一些。
10:10
Because the pictures made it feel
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因为那些照片让你们
10:12
more real to you.
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感觉更真实。
10:14
Which brings me to the second technique
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而这个例子就是我们今天要讲的第二个
10:16
for handling the choice overload problem,
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处理选择过多的技巧，
10:18
which is concretization.
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具体化。
10:20
That in order for people to understand
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为了令人们更好地理解
10:22
the differences between the choices,
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众多选择之间的区别，
10:24
they have to be able to understand
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他们必须理解，
10:26
the consequences associated with each choice,
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每一个选择所将带来的后果，
10:29
and that the consequences need to be felt
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而这些后果必须是可以
10:32
in a vivid sort of way, in a very concrete way.
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十分清晰、具体地感受到的。
10:36
Why do people spend an average of 15 to 30 percent more
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为什么人们平均每天花
10:39
when they use an ATM card or a credit card
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比用现今多15%到30%的时间
10:41
as opposed to cash?
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在自动提款机或信用卡上呢？
10:43
Because it doesn't feel like real money.
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因为那样感觉不像是真正的钱。
10:45
And it turns out
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所以
10:47
that making it feel more concrete
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原来使感觉更具体化
10:49
can actually be a very positive tool
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可以成为令人们节约的
10:51
to use in getting people to save more.
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好方法。
10:53
So a study that I did with Shlomo Benartzi
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所以在一个我与Shlomo Benartzi
10:55
and Alessandro Previtero,
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和Alessandro Precitero做的研究中，
10:57
we did a study with people at ING --
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我们和所有ING（荷兰国际集团）的
11:01
employees that are all working at ING --
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员工一起做了一个研究，
11:04
and now these people were all in a session
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所有人都参加了一个
11:06
where they're doing enrollment for their 401(k) plan.
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一起注册401(k)雇员福利的会议。
11:09
And during that session,
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在这个过程中
11:11
we kept the session exactly the way it used to be,
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我们在保持每个会议完全相同的情况下，
11:13
but we added one little thing.
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加了一个小东西。
11:16
The one little thing we added
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我们加的是，
11:19
was we asked people
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让他们
11:21
to just think about all the positive things that would happen in your life
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每个人都想象如果多存一些
11:24
if you saved more.
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生命中可能会发生的那些美好的事情。
11:26
By doing that simple thing,
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仅仅是这样做后，
11:29
there was an increase in enrollment by 20 percent
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参与率上升了百分之二十，
11:32
and there was an increase in the amount of people willing to save
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人们愿意存钱的数额或者说是
11:35
or the amount that they were willing to put down into their savings account
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愿意放进自己储蓄账户的金额增长了
11:38
by four percent.
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百分之四。
11:40
The third technique: Categorization.
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第三个技巧：分类。
11:43
We can handle more categories
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相比处理选择来说，
11:46
than we can handle choices.
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我们可以轻松处理更多类别。
11:48
So for example,
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比如说，
11:50
here's a study we did in a magazine aisle.
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我们做了一个有关买杂志类过道的研究，
11:52
It turns out that in Wegmans grocery stores
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发现在Wegmans百货商店中，
11:54
up and down the northeast corridor,
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在东北走廊的地方，
11:56
the magazine aisles range anywhere
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买杂志的那一栏
11:58
from 331 different kinds of magazines
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有331到
12:00
all the way up to 664.
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甚至664种杂志。
12:03
But you know what?
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但是你们知道么？
12:05
If I show you 600 magazines
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如果我先给你们看600本杂志，
12:07
and I divide them up into 10 categories,
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然后把它们分成10类，
12:10
versus I show you 400 magazines
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然后再给你们看400本杂志，
12:12
and divide them up into 20 categories,
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但是分成20类，
12:15
you believe that I have given you
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你们会相信，
12:17
more choice and a better choosing experience
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当我给你们看
12:19
if I gave you the 400
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400本杂志时
12:21
than if I gave you the 600.
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比给你们600本时的选择更多，选择体验更好。
12:23
Because the categories tell me how to tell them apart.
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因为类别可以帮我分辨它们的区别。
12:28
Here are two different jewelry displays.
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这里有两个不同的珠宝展示，
12:31
One is called "Jazz" and the other one is called "Swing."
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一个叫“爵士”，另一个叫“摇摆”
12:34
If you think the display on the left is Swing
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如果你觉得左边的是“摇摆”
12:37
and the display on the right is Jazz,
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右边的是“爵士”
12:40
clap your hands.
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就请鼓掌。
12:42
(Light Clapping)
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（稀疏的掌声）
12:44
Okay, there's some.
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好吧，有一些。
12:46
If you think the one on the left is Jazz and the one on the right is Swing,
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如果你觉得左边的是“爵士”， 右边的是“摇摆”
12:48
clap your hands.
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请鼓掌。
12:50
Okay, a bit more.
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稍微多一点儿了。
12:52
Now it turns out you're right.
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你们是对的。
12:54
The one on the left is Jazz and the one on the right is Swing,
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左边的的确是“爵士”，而右边的正是“摇摆”，
12:56
but you know what?
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但是你知道么？
12:58
This is a highly useless categorization scheme.
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这是一个十分无用的分类阴谋。
13:01
(Laughter)
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（笑声）
13:03
The categories need to say something
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类别必须可以告诉
13:06
to the chooser, not the choice-maker.
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选择者一些事情，而不是创造选择的人。
13:09
And you often see that problem
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你们也许可以在
13:11
when it comes down to those long lists of all these funds.
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那些冗长的基金名单中看到这个问题。
13:14
Who are they actually supposed to be informing?
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到底谁才是应该得到信息的人呢？
13:18
My fourth technique: Condition for complexity.
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我的第四个技巧是：从简入繁
13:21
It turns out we can actually
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事实上，我们所能
13:23
handle a lot more information than we think we can,
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承受的信息量比我们想象的要高，
13:25
we've just got to take it a little easier.
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我们需要做的就是用轻松地面度对待。
13:27
We have to gradually increase the complexity.
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我们必须逐渐加大复杂程度。
13:30
I'm going to show you one example of what I'm talking about.
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现在我给你们举一个有关的例子。
13:33
Let's take a very, very complicated decision:
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我们来一起做一个非常非常复杂的决定：
13:35
buying a car.
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买车。
13:37
Here's a German car manufacturer
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现在有一个德国制造商，
13:39
that gives you the opportunity to completely custom make your car.
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愿意让你定制一辆完全个性化的车。
13:42
You've got to make 60 different decisions,
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你必须要做60个不同的决定
13:44
completely make up your car.
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才能做好这辆车。
13:46
Now these decisions vary
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这些决定包括
13:48
in the number of choices that they offer per decision.
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每一个决定所提供的选择。
13:51
Car colors, exterior car colors --
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光车的颜色，内置的颜色
13:53
I've got 56 choices.
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就有56种选择。
13:55
Engines, gearshift -- four choices.
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有四种发动机，变速排档选择。
13:58
So now what I'm going to do
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现在我要做的是
14:00
is I'm going to vary the order in which these decisions appear.
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改变这些要做的决定出线的顺序。
14:03
So half of the customers
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所以，一般的观众
14:05
are going to go from high choice, 56 car colors,
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要从选择多的决定开始-56种颜色
14:07
to low choice, four gearshifts.
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开始到选择少的决定-四种变速排档。
14:10
The other half of the customers
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另外一半的观众
14:12
are going to go from low choice, four gearshifts,
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要从选择少的决定，四种变档开始
14:14
to 56 car colors, high choice.
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到56种车颜色，选择多的决定
14:17
What am I going to look at?
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我想要观察什么呢？
14:19
How engaged you are.
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你们有多积极。
14:21
If you keep hitting the default button per decision,
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如果你不停地按默认选项的话
14:24
that means you're getting overwhelmed,
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就说明你已经被选择淹没了，
14:26
that means I'm losing you.
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也就是说我正在失去你的参与。
14:28
What you find
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你会发现，
14:30
is the people who go from high choice to low choice,
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从选择多的开始到选择少的人
14:32
they're hitting that default button over and over and over again.
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会不停地选择默认选项。
14:35
We're losing them.
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我们就会逐渐失去他们了
14:37
They go from low choice to high choice,
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那些从选择少开始到选择多的人，
14:39
they're hanging in there.
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还在坚持着。
14:41
It's the same information. It's the same number of choices.
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可是他们所得到的信息是完全一样的。所要做的选择也是一样的。
14:44
The only thing that I have done
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我所做的唯一一件事就是
14:46
is I have varied the order
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改变了
14:48
in which that information is presented.
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信息所出现的顺序。
14:50
If I start you off easy,
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如果我给你一个轻松的开始，
14:52
I learn how to choose.
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教你如何选择。
14:54
Even though choosing gearshift
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即使选择变速排档
14:57
doesn't tell me anything about my preferences for interior decor,
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不能说明我对车内颜色的偏好
15:00
it still prepares me for how to choose.
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却仍能教会我如何去选择。
15:03
It also gets me excited about this big product that I'm putting together,
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另一件令我兴奋的事实是我所要组成的是如此一个庞然大物，
15:06
so I'm more willing to be motivated
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所以我变得更有动力
15:08
to be engaged.
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去参与。
15:10
So let me recap.
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让我重新整理一下重点，
15:12
I have talked about four techniques
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我讲了四种可以减缓过多选择的
15:15
for mitigating the problem of choice overload --
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技巧-
15:18
cut -- get rid of the extraneous alternatives;
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精简-放弃没有用的选择；
15:21
concretize -- make it real;
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具体化-让选择变得更真实一些；
15:24
categorize -- we can handle more categories, less choices;
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分类-我们能承受的类别比选择多；
15:28
condition for complexity.
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从简入繁。
15:31
All of these techniques that I'm describing to you today
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今天我所讲的所有技巧，
15:34
are designed to help you manage your choices --
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都是为了帮助你更好地管理选择而设计的-
15:37
better for you, you can use them on yourself,
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使用这些技巧对你更好，
15:40
better for the people that you are serving.
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也对你所服务的那些人更好。
15:42
Because I believe that the key
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所以我相信
15:44
to getting the most from choice
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从选择中获益最多的关键是
15:46
is to be choosy about choosing.
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对选择挑剔一些。
15:49
And the more we're able to be choosy about choosing
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我们对选择越是挑剔
15:51
the better we will be able
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就越能
15:53
to practice the art of choosing.
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掌握选择的艺术。
15:55
Thank you very much.
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非常感谢。
15:57
(Applause)
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（观众鼓掌）
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.
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Sheena Iyengar | Speaker | TED.com