TEDxCambridge
Erez Yoeli: How to motivate people to do good for others
埃雷兹 · 尤利: 如何激励人们多行善事？
Filmed:
Readability: 3.9
2,228,025 views
我们应该如何激励人们多行善事：参与民意调查，慈善捐款，保护资源或者友善待人？麻省理工大学研究科学家埃雷兹 · 尤利分享了一个借力名誉的极简清单——
即我们希望被认可为慷慨大方和善良，而不是自私自利的人——来激励人们多行善事。通过这个演讲，我们可以了解到我们对鼓励他人多行善事方法的小小改变，将能产生令人惊喜的结果。
Erez Yoeli - Research scientist
Erez Yoeli's research focuses on altruism: understanding how it works and how to promote it. Full bio
Erez Yoeli's research focuses on altruism: understanding how it works and how to promote it. Full bio
Double-click the English transcript below to play the video.
00:13
How can we get people to do more good,
0
1440
3056
我们要如何激励人们多行善事，
00:16
to go to the polls,
give to charity, conserve resources,
give to charity, conserve resources,
1
4520
4336
参与民意调查，投身慈善事业，保护资源，
00:20
or even to do something as simple
as washing their mugs at work
as washing their mugs at work
2
8880
3336
或者只是在工作中清洗
自己的马克杯这种小事，
自己的马克杯这种小事，
从而避免水槽堆满用过的餐具？
00:24
so that the sink isn't
always full of dirty dishes?
always full of dirty dishes?
3
12240
2381
00:26
(Laughter)
4
14645
2011
（笑声）
00:28
(Applause)
5
16680
4336
（掌声）
00:33
When I first started
working on this problem,
working on this problem,
6
21040
2136
我第一次面对这个难题时，
是在与一家电力公司合作，
00:35
I collaborated with a power company
7
23200
1896
00:37
to recruit customers for a program
that prevents blackouts
that prevents blackouts
8
25120
3536
招募在用电高峰期通过节能
00:40
by reducing energy demand during peaks.
9
28680
2000
来避免停电的项目的用户。
00:43
The program is based
on a tried-and-true technology.
on a tried-and-true technology.
10
31600
2616
该项目基于一个行之有效的技术，
00:46
It's one the Obama
administration even called
administration even called
11
34240
2376
甚至被奥巴马政府称为
00:48
"the cornerstone to modernizing
America's electrical grid."
America's electrical grid."
12
36640
3120
“铸造美国现代电网的基石。”
00:52
But, like so many
great technological solutions,
great technological solutions,
13
40880
3496
但是，与其他众多技术解决方案类似，
00:56
it has a key weakness:
14
44400
1440
它也有一个致命弱点：
00:59
people.
15
47760
1200
人。
01:01
People need to sign up.
16
49720
1240
需要让人们注册。
01:04
To try to get people to sign up,
the power company sent them a nice letter,
the power company sent them a nice letter,
17
52000
3536
为了吸引人们注册，电力公司
寄出了一封措辞动人的信,
寄出了一封措辞动人的信,
告诉人们项目的一切好处，
01:07
told them about
all the program's benefits,
all the program's benefits,
18
55560
2016
并让有兴趣的人拨打电话热线。
01:09
and it asked them to call
into a hotline if they were interested.
into a hotline if they were interested.
19
57600
3056
01:12
Those letters went out,
20
60680
1696
信件寄出去后，
热线却无人问津。
01:14
but the phones, they were silent.
21
62400
2760
01:18
So when we got involved,
we suggested one small change.
we suggested one small change.
22
66080
2760
因此我们在参与项目后，
提议了一个小的改动。
提议了一个小的改动。
01:21
Instead of that hotline,
23
69360
1896
与其用热线电话，
01:23
we suggested that they use sign-up sheets
that they'd post near the mailboxes
that they'd post near the mailboxes
24
71280
4616
我们建议他们去居民住宅区的邮箱旁边
01:27
in people's buildings.
25
75920
1240
张贴注册表单。
01:30
This tripled participation.
26
78120
2760
这招让参与人数涨到了三倍。
01:35
Why?
27
83160
1200
为什么会这样？
01:37
Well, we all know people care deeply
about what others think of them,
about what others think of them,
28
85680
4216
众所周知，人们非常在意
其他人如何看自己，
其他人如何看自己，
01:41
that we try to be seen
as generous and kind,
as generous and kind,
29
89920
2656
我们希望被认为慷慨大方和善良，
01:44
and we try to avoid
being seen as selfish or a mooch.
being seen as selfish or a mooch.
30
92600
2720
而非自私自利或者爱贪小便宜。
01:48
Whether we are aware of it or not,
this is a big part of why people do good,
this is a big part of why people do good,
31
96120
4416
不管是否认同，这的确是
人们做善行的很大一部分原因，
人们做善行的很大一部分原因，
01:52
and so small changes that give people
more credit for doing good,
more credit for doing good,
32
100560
5216
所以细微的改变就能让
人们更乐意参与善行，
人们更乐意参与善行，
01:57
those changes can make
a really big difference.
a really big difference.
33
105800
2336
这些改变可以带来很大的不同。
像换掉热线电话这样细微的改变，
02:00
Small changes like
switching from a hotline,
switching from a hotline,
34
108160
2896
从无人知晓你的善行，
02:03
where nobody will ever find out
about your good deed,
about your good deed,
35
111080
3016
02:06
to a sign-up sheet
36
114120
1736
到别人只要路过
02:07
where anyone who walks by
can see your name.
can see your name.
37
115880
3120
就能看到有你名字的注册表单。
02:12
In our collaborations with governments,
nonprofits, companies,
nonprofits, companies,
38
120520
3176
在我们与政府、非盈利组织
和公司的合作中，
和公司的合作中，
02:15
when we're trying to get people
to do more good,
to do more good,
39
123720
2816
当我们想让人们实施更多善行时，
02:18
we harness the power of reputations.
40
126560
2400
就会利用声誉的力量。
02:22
And we have a simple checklist for this.
41
130000
2376
并且我们有一个超简清单。
02:24
And in fact, you already know
the first item on that checklist.
the first item on that checklist.
42
132400
3240
事实上，你们已经知道
清单上第一条是什么。
清单上第一条是什么。
02:28
It's to increase observability,
43
136960
2296
那就是提升可观察性，
02:31
to make sure people find out
about good deeds.
about good deeds.
44
139280
2720
确保人们会发现这些善行。
02:35
Now, wait a minute, I know
some of you are probably thinking,
some of you are probably thinking,
45
143440
2896
稍等一下，我知道你们当中有人在想，
人们不可能想，
02:38
there's no way people here thought,
46
146360
1696
“噢，好吧，既然我的
善行得到了赞誉，
善行得到了赞誉，
02:40
"Oh, well, now that
I'm getting credit for my good deed,
I'm getting credit for my good deed,
47
148080
2656
现在完全值了。“
02:42
now it's totally worth it."
48
150760
1336
没错。
02:44
And you're right.
49
152120
1456
通常，人们不会这样想。
02:45
Usually, people don't.
50
153600
1240
02:47
Rather, when they're making
decisions in private,
decisions in private,
51
155760
3056
事实上，当人们私下做决定时，
02:50
they worry about their own problems,
52
158840
1736
他们更关注自己现有的问题，
例如晚上吃什么或者
如何按时支付账单。
如何按时支付账单。
02:52
about what to put on the table for dinner
or how to pay their bills on time.
or how to pay their bills on time.
53
160600
4136
但是，当我们让人们的决定
可以被人观察到时，
可以被人观察到时，
02:56
But, when we make
their decision more observable,
their decision more observable,
54
164760
3096
02:59
they start to attend more
to the opportunity to do good.
to the opportunity to do good.
55
167880
3080
他们就会开始参与更多慈善活动。
03:03
In other words, what's
so powerful about our approach
so powerful about our approach
56
171760
2816
换句话说，我们的方式之所以有效
03:06
is that it could turn on
people's existing desire to do good,
people's existing desire to do good,
57
174600
4856
是因为将人们已有的欲望
实践到做好事中，
实践到做好事中，
在这个案例中，就是避免停电。
03:11
in this case, to help
to prevent a blackout.
to prevent a blackout.
58
179480
2080
03:15
Back to observability.
59
183160
1656
回到可观察性的话题。
我想说说另一个例子。
03:16
I want to give you another example.
60
184840
1856
这是关于与某非盈利机构
03:18
This one is from a collaboration
61
186720
1736
03:20
with a nonprofit that gets out the vote,
62
188480
2376
合作来获取投票的例子，
03:22
and it does this by sending hundreds
of thousands of letters every election
of thousands of letters every election
63
190880
3576
每次选举，此机构都会
发送数十万封信
发送数十万封信
03:26
in order to remind people and try
to motivate them to go to the polls.
to motivate them to go to the polls.
64
194480
3320
来提醒和鼓励人们进行民调投票。
03:30
We suggested adding
the following sentence:
the following sentence:
65
198760
2160
我们建议其添加下面一句话：
03:34
"Someone may call you to find out
about your experience at the polls."
about your experience at the polls."
66
202440
3400
“有人可能会打电话了解
你在民调中的经历。”
你在民调中的经历。”
03:38
This sentence makes it feel
more observable when you go to the polls,
more observable when you go to the polls,
67
206520
3400
这句话让你觉得参与民调
会获取更多的关注，
会获取更多的关注，
03:43
and it increased the effect
of the letter by 50 percent.
of the letter by 50 percent.
68
211040
3040
这让信件的效果提升了50%。
03:48
Making the letter more effective reduced
the cost of getting an additional vote
the cost of getting an additional vote
69
216680
3736
提升信件的效果也将
额外投票所需的花费
额外投票所需的花费
从70美金降到了40美金。
03:52
from 70 dollars down to about 40 dollars.
70
220440
1960
03:55
Observability has been used to do things
71
223200
1936
可观察性已经被运用于很多方面，
例如通过在当地报纸列举献血者的名字
03:57
like get people
to donate blood more frequently
to donate blood more frequently
72
225160
2656
03:59
by listing the names of donors
on local newsletters,
on local newsletters,
73
227840
2976
来吸引人们更常去献血，
04:02
or to pay their taxes on time
74
230840
1640
或者通过在公共网站上
公布未按时缴税名单
公布未按时缴税名单
04:05
by listing the names of delinquents
on a public website.
on a public website.
75
233440
2816
来督促人们按时缴税。
04:08
(Laughter)
76
236280
1840
（笑声）
04:12
What about this example?
77
240200
1200
那这个例子呢？
04:14
Toyota got hundreds of thousands of people
to buy a more fuel-efficient car
to buy a more fuel-efficient car
78
242560
4056
丰田通过凸显普锐斯（Prius）的与众不同
04:18
by making the Prius so unique ...
79
246640
3616
吸引了数十万人来购买
这款更省油的车…
这款更省油的车…
04:22
(Laughter)
80
250280
1600
（笑声）
04:24
that their good deed
was observable from a mile away.
was observable from a mile away.
81
252800
2680
他们的善行在一英里外就能看得见。
04:28
(Laughter)
82
256040
2816
（笑声）
所以可观察性是非常有效的，
04:30
Alright, so observability is great,
83
258880
2375
但是我们都知道，我们都见过有人
04:33
but we all know, we've all seen
84
261279
3537
04:36
people walk by an opportunity to do good.
85
264840
2160
对能做善行的机会视而不见。
04:40
They'll see somebody
asking for money on the sidewalk
asking for money on the sidewalk
86
268080
3296
遇到路边有人要钱时
04:43
and they'll pull out their phones
and look really busy,
and look really busy,
87
271400
2616
他们会拿出手机假装很忙，
或去博物馆的时候
华丽丽的错过捐赠箱。
华丽丽的错过捐赠箱。
04:46
or they'll go to the museum and they'll
waltz right on by the donation box.
waltz right on by the donation box.
88
274040
3560
04:50
Imagine it's the holiday season
89
278320
2096
假设在节日期间，
04:52
and you're going to the supermarket,
and there's a Salvation Army volunteer,
and there's a Salvation Army volunteer,
90
280440
3696
你要去超市，遇到一个救世军志愿者，
他正在摇铃铛。
04:56
and he's ringing his bell.
91
284160
1256
数年前，圣地亚哥的研究者们
04:57
A few years ago, researchers in San Diego
92
285440
1976
04:59
teamed up with a local chapter
from the Salvation Army
from the Salvation Army
93
287440
3456
与当地的一个救世军教堂合作，
05:02
to try to find ways to increase donations.
94
290920
2200
以寻求获取更多捐款的方式。
05:06
What they found was kind of funny.
95
294240
1620
他们得到了一个有趣的结论。
05:08
When the volunteer
stood in front of just one door,
stood in front of just one door,
96
296680
2400
当志愿者站在一扇门前，
05:12
people would avoid giving
by going out the other door.
by going out the other door.
97
300040
2560
人们会避开他从另一扇门通过。
05:16
Why?
98
304880
1200
为什么？
05:19
Well, because they can always claim,
"Oh, I didn't see the volunteer,"
"Oh, I didn't see the volunteer,"
99
307080
3696
因为他们有托辞：
“噢，我没看到志愿者。”
“噢，我没看到志愿者。”
05:22
or, "I wanted to get
something from over there,"
something from over there,"
100
310800
2256
或者，“我想去那边找东西。”
或者，“我车停在那边。”
05:25
or, "That's where my car is."
101
313080
1400
05:27
In other words, there's lots of excuses.
102
315560
1920
换句话说，他们有各种各样的借口。
05:30
And that brings us
to the second item on our checklist:
to the second item on our checklist:
103
318640
2976
这时，我们就需要看看清单上的第二条：
消除借口。
05:33
to eliminate excuses.
104
321640
1720
05:36
In the case of the Salvation Army,
105
324800
1656
拿救世军的例子来看，
05:38
eliminating excuses just means
standing in front of both doors,
standing in front of both doors,
106
326480
3256
去除借口的方式就是同时站在两扇门前，
毫无悬念，当他们这样做时，
05:41
and sure enough, when they did this,
107
329760
2056
05:43
donations rose.
108
331840
1200
捐款数目就开始上升了。
05:47
But that's when things got kind of funny,
109
335280
2176
但同时事情也开始变得有点意思了，
05:49
even funnier.
110
337480
1200
甚至说更有意思了。
05:51
The researchers
were out in the parking lot,
were out in the parking lot,
111
339960
2536
当研究者在停车场外面，
05:54
and they were counting people
as they came in and out of the store,
as they came in and out of the store,
112
342520
3176
他们开始计算进出商店的人数，
他们发现当志愿者们站在两扇门前时，
05:57
and they noticed that when the volunteers
stood in front of both doors,
stood in front of both doors,
113
345720
3816
人们压根就不出来了。
06:01
people stopped coming
out of the store at all.
out of the store at all.
114
349560
2176
06:03
(Laughter)
115
351760
3056
（笑声）
06:06
Obviously, they were surprised by this,
so they decided to look into it further,
so they decided to look into it further,
116
354840
4136
显然，他们很诧异，
因此决定一探究竟，
因此决定一探究竟，
06:11
and that's when they found that there
was actually a third, smaller utility door
was actually a third, smaller utility door
117
359000
5096
结果发现商店还有第三个很小的杂物门，
往常是用来处理资源回收的通道——
06:16
usually used to take out the recycling --
118
364120
1976
06:18
(Laughter)
119
366120
1536
（笑声）
06:19
and now people were going out that door
in order to avoid the volunteers.
in order to avoid the volunteers.
120
367680
3496
现在人们为了躲避志愿者，
转而从那个门出去了。
转而从那个门出去了。
06:23
(Laughter)
121
371200
2360
（笑声）
06:26
This teaches us
an important lesson though.
an important lesson though.
122
374320
2320
这给我们上了重要的一课。
06:30
When we're trying to eliminate excuses,
we need to be very thorough,
we need to be very thorough,
123
378480
3536
当我们想要消除借口时，
一定要考虑周到，
一定要考虑周到，
06:34
because people are
really creative in making them.
really creative in making them.
124
382040
2376
因为人们都太有创造力了。
06:36
(Laughter)
125
384440
2200
（笑声）
06:41
Alright, I want to switch to a setting
126
389760
1856
好的，我想转换到一个
06:43
where excuses can have
deadly consequences.
deadly consequences.
127
391640
2200
借口会导致致命后果的场景中。
06:48
What if I told you that the world's
deadliest infectious disease has a cure,
deadliest infectious disease has a cure,
128
396160
3720
如果我告诉你世界上
最可怕的传染病可治愈，
最可怕的传染病可治愈，
06:52
in fact, that it's had one for 70 years,
129
400960
2936
事实上，70年前就有了，
06:55
a good one, one that works
almost every time?
almost every time?
130
403920
2200
一个几乎每次都有效的
方法，你觉得如何？
方法，你觉得如何？
06:59
It's incredible, but it's true.
131
407920
1560
听上去不可思议，但是千真万确。
07:02
The disease is tuberculosis.
132
410400
1976
这个疾病就是结核病。
07:04
It infects some 10 million people a year,
133
412400
2296
每年有1000万人感染，
07:06
and it kills almost two million of them.
134
414720
2120
其中几乎有200万人死亡。
07:09
Like the blackout prevention program,
we've got the solution.
we've got the solution.
135
417680
4056
就像避免停电的项目，
我们也有解决方案。
我们也有解决方案。
07:13
The problem is people.
136
421760
1240
问题在于人。
07:16
People need to take their medication
137
424000
1736
人们需要服药
07:17
so that they're cured,
138
425760
1896
才能康复，
07:19
and so that they don't
get other people sick.
get other people sick.
139
427680
2160
而且不会传染给其他人。
07:23
For a few years now,
we've been collaborating
we've been collaborating
140
431520
2136
最近几年，我们与一个
07:25
with a mobile health startup
called Keheala
called Keheala
141
433680
2296
移动健康创业公司Keheala合作
07:28
to support TB patients
as they undergo treatment.
as they undergo treatment.
142
436000
2680
来帮助结核病患者接受治疗。
07:31
Now, you have to understand,
TB treatment, it's really tough.
TB treatment, it's really tough.
143
439280
3096
你一定要了解结核病的
治疗是非常难的。
治疗是非常难的。
07:34
We're talking about taking
a really strong antibiotic
a really strong antibiotic
144
442400
2576
具体点说，在6个月甚至是
更长时间里，每天都要
更长时间里，每天都要
07:37
every single day for six months or more.
145
445000
2336
服用一款药效很强的抗生素。
07:39
That antibiotic is so strong
that it will make you feel sick.
that it will make you feel sick.
146
447360
2896
这款抗生素药效强到
会让你感觉很难受，
会让你感觉很难受，
让你感到恶心和头晕，
07:42
It will make you feel nauseous and dizzy.
147
450280
1976
并会让你的小便呈现奇怪颜色。
07:44
It will make your pee turn funny colors.
148
452280
1920
07:46
It's also a problem because
you have to go back to the clinic
you have to go back to the clinic
149
454720
2896
你还要每周回到诊所领取
更多的药片，这也是个问题，
07:49
about every week
in order to get more pills,
in order to get more pills,
150
457640
2416
在撒哈拉周边的非洲或
结核病常见的其他地方，
结核病常见的其他地方，
07:52
and in sub-Saharan Africa
or other places where TB is common,
or other places where TB is common,
151
460080
3456
就等于要去一个很远的地方，
07:55
now you're talking
about going someplace pretty far,
about going someplace pretty far,
152
463560
2456
乘坐非常不便且速度极慢的交通工具，
07:58
taking tough and slow public transport,
153
466040
3016
又或者诊所效率极低。
08:01
maybe the clinic is inefficient.
154
469080
2056
08:03
So now you're talking about taking
a half day off of work every week
a half day off of work every week
155
471160
3216
进一步说，就是每周要从
根本不敢轻易丢掉的
根本不敢轻易丢掉的
工作中请假半天。
08:06
from a job you desperately
can't afford to lose.
can't afford to lose.
156
474400
2880
08:09
It's even worse when you consider the fact
that there's a terrible stigma,
that there's a terrible stigma,
157
477920
3496
当考虑到患病是一个耻辱的
事实时情况会更糟，
事实时情况会更糟，
因为你不想让人发现你得病了。
08:13
and you desperately don't want people
to find that you have the disease.
to find that you have the disease.
158
481440
3416
我们听说过最令人痛心的
故事来自这样一些女人，
故事来自这样一些女人，
08:16
Some of the toughest stories we hear
are actually from women
are actually from women
159
484880
2856
家庭暴力对她们而言就是家常便饭，
08:19
who, in these places where
domestic violence can be kind of common,
domestic violence can be kind of common,
160
487760
3536
她们提到自己的丈夫会追到诊所，
08:23
they tell us that they have to
hide it from their husbands
hide it from their husbands
161
491320
2736
所以她们不得不东躲西藏。
08:26
that they're coming to the clinic.
162
494080
1640
08:29
So it's no surprise
that people don't complete treatment.
that people don't complete treatment.
163
497800
2800
这样一来，人们无法
完成治疗也就不足为奇了。
完成治疗也就不足为奇了。
08:33
Can our approach really help them?
164
501840
2136
我们的方式真的能帮助他们吗？
我们真能让她们
坚持完成治疗吗？
坚持完成治疗吗？
08:36
Can we really get them to stick it out?
165
504000
1880
08:40
Yeah.
166
508040
1200
是的。
08:42
Every day, we text patients
to remind them to take their medication,
to remind them to take their medication,
167
510080
4096
每天我们都会给患者
发信息提醒他们服药，
发信息提醒他们服药，
但如果仅仅止步于此，
08:46
but if we stopped there,
168
514200
1536
他们就会有很多的借口。
08:47
there'd be lots of excuses.
169
515760
2056
“我没看到信息啊。”
08:49
"Well, I didn't see the text."
170
517840
1456
08:51
Or, "You know, I saw the text,
but then I totally forgot,
but then I totally forgot,
171
519320
2695
或者，“其实我看到了信息，
但之后我就忘了，
但之后我就忘了，
手机一放，我就忘得一干二净了。”
08:54
put the phone down
and I just forgot about it."
and I just forgot about it."
172
522039
2217
又或者，“我把手机借我妈了。”
08:56
Or, "I lent the phone out to my mom."
173
524280
1800
08:59
We have to eliminate these excuses
174
527600
2016
我们要消除这些借口，
于是我们要求患者
09:01
and we do that by asking patients
175
529640
2016
09:03
to log in and verify
that they've taken their medication.
that they've taken their medication.
176
531680
2960
登录并确认他们已服用药品。
09:07
If they don't log in, we text them again.
177
535680
2256
如果他们没有登录，
我们会再次发消息提醒。
我们会再次发消息提醒。
如果他们还没登录，我们再接着发消息。
09:09
If they don't log in,
we text them yet again.
we text them yet again.
178
537960
2096
09:12
If, after three times,
they still haven't verified,
they still haven't verified,
179
540880
3216
如果在三次之后，他们还没有确认，
09:16
we notify a team of supporters
180
544120
1816
我们会通知支持组队员，
09:17
and that team will call and text them
181
545960
2256
他们会打电话和发送消息，
09:20
to try to get them back on the wagon.
182
548240
1800
让患者回归治疗。
09:22
No excuses.
183
550960
1200
任何借口都没用。
09:25
Our approach, which, admittedly,
uses all sorts of behavioral techniques,
uses all sorts of behavioral techniques,
184
553520
3776
需要承认，我们的方式
是运用各种行为技巧，
是运用各种行为技巧，
09:29
including, as you've
probably noticed, observability,
probably noticed, observability,
185
557320
3216
包括你可能已经了解的可观察性，
这的确非常有效。
09:32
it was very effective.
186
560560
1240
09:34
Patients without access to our platform
187
562800
2176
没登录我们平台的病人
09:37
were three times more likely
not to complete treatment.
not to complete treatment.
188
565000
3160
无法完成治疗的概率高出3倍。
09:43
Alright,
189
571520
1376
好的，
09:44
you've increased observability,
190
572920
1536
你已经提升了可观察性，
09:46
you've eliminated excuses,
191
574480
2216
你已经消除了所有借口，
09:48
but there's still a third thing
you need to be aware of.
you need to be aware of.
192
576720
2640
但仍有第三件事情要注意。
09:52
If you've been to Washington, DC
or Japan or London,
or Japan or London,
193
580800
3256
如果你去过华盛顿特区、日本或伦敦，
你会意识到人们乘坐自动扶梯时，
09:56
you know that metro riders there
194
584080
1696
09:57
will be very careful to stand
on the right-hand side of the escalator
on the right-hand side of the escalator
195
585800
3456
通常都小心翼翼地站在右侧，
10:01
so that people can go by on the left.
196
589280
1920
以便让人们在左侧通行。
10:04
But unfortunately,
not everywhere is that the norm,
not everywhere is that the norm,
197
592160
2376
但遗憾的是，并不是所有地方
都有这种约定俗成的规矩，
都有这种约定俗成的规矩，
在很多地方你可以站在任何一侧，
10:06
and there's plenty of places
where you can just stand on both sides
where you can just stand on both sides
198
594560
3176
于是就阻挡了人们在扶梯上的通行。
10:09
and block the escalator.
199
597760
1256
很显然，我们站在右侧，
10:11
Obviously, it's better for others
200
599040
1616
将左边空间腾出来给大家
通行是更好的方式，
通行是更好的方式，
10:12
when we stand on the right
and let them go by,
and let them go by,
201
600680
2296
10:15
but we're only expected
to do that some places.
to do that some places.
202
603000
2720
但也仅能期望在某些地方实现。
10:18
This is a general phenomenon.
203
606720
1416
这是一个普遍现象。
有时我们期望能做善事，
10:20
Sometimes we're expected to do good
204
608160
2056
10:22
and sometimes not,
205
610240
1816
但有时则不，
这意味着人们在某个特定场景下
10:24
and it means that people
are really sensitive to cues
are really sensitive to cues
206
612080
3376
10:27
that they're expected to do good
in a particular situation,
in a particular situation,
207
615480
2960
做善事需要特别的提醒，
10:31
which brings us to the third
and final item on our checklist:
and final item on our checklist:
208
619600
3696
这也引出我们清单上的
第三条，也是最后一条：
第三条，也是最后一条：
10:35
to communicate expectations,
209
623320
1776
去传达你的期待，
10:37
to tell people,
210
625120
1416
去告诉人们，
“现在立刻做善行。”
10:38
"Do the good deed right now."
211
626560
2080
10:42
Here's a simple way
to communicate expectations;
to communicate expectations;
212
630680
2256
分享一个简单的传达期待的方式；
直接告诉他们，“其他人都在做善事。”
10:44
simply tell them, "Hey, everybody else
is doing the good deed."
is doing the good deed."
213
632960
3176
Opower公司向人们发送电费账单时，
10:48
The company Opower
sends people in their electricity bill
sends people in their electricity bill
214
636160
4176
附上了与拥有相似大小房子的
10:52
a small insert that compares
their energy consumption
their energy consumption
215
640360
2776
10:55
with that of people
with similarly sized homes.
with similarly sized homes.
216
643160
3240
其他家庭的耗能对比信息。
10:59
And when people find out that their
neighbors are using less electricity,
neighbors are using less electricity,
217
647000
3456
当人们发现周围的邻居
消耗更少的电时，
消耗更少的电时，
他们也开始节能。
11:02
they start to consume less.
218
650480
1896
同理，这种方法也可以用来
吸引人们投票或捐款，
吸引人们投票或捐款，
11:04
That same approach, it's been used
to get people to vote or give to charity
to get people to vote or give to charity
219
652400
3656
11:08
or even reuse their towels in hotels.
220
656080
2120
或者在宾馆提升毛巾的重用率。
11:12
What about this one?
221
660240
1200
我再来说一个。
11:14
Here's another way
to communicate expectations;
to communicate expectations;
222
662240
2496
的确还有别的方式来传达期待；
11:16
simply do it by saying, "Do the good deed"
just at the right time.
just at the right time.
223
664760
4080
在合适的时候坦诚告知“做善行”。
11:23
What about this one?
224
671840
1200
这个怎么样？
11:26
This ticker reframes
225
674320
2616
这个小装饰
11:28
the kind of mundane task
of turning off the lights
of turning off the lights
226
676960
2816
将随手关灯的小事转变成了
11:31
and turns it instead
into an environmental contribution.
into an environmental contribution.
227
679800
2840
为保护环境做贡献。
11:36
The bottom line is,
lots of different ways to do this,
lots of different ways to do this,
228
684320
2816
归根结底，有很多
不同的方式来做这件事，
不同的方式来做这件事，
11:39
lots of ways to communicate expectations.
229
687160
2056
有各种不同的方式来传达期待。
11:41
Just don't forget to do it.
230
689240
1286
只需要牢记这一点。
11:43
And that's it.
231
691320
1296
仅此而已。
11:44
That's our checklist.
232
692640
1200
这就是我们的清单。
11:48
Many of you are working on problems
with important social consequences,
with important social consequences,
233
696440
4336
你们当中很多人都致力于
解决重要的社会问题，
解决重要的社会问题，
11:52
and sometimes you might need
to motivate people to do more good.
to motivate people to do more good.
234
700800
3400
有时你们需要激励人们做善行。
11:57
The tools you learned today
can help you with this.
can help you with this.
235
705520
3016
今天你学到的将会有所帮助。
12:00
And these tools, they don't require
that you raise additional funds
that you raise additional funds
236
708560
3176
这些方式并不需要你投入额外的资金，
或者发明眼花缭乱的高科技。
12:03
or that you develop
any more fancy technologies.
any more fancy technologies.
237
711760
2896
12:06
They just require harnessing reputations
238
714680
2776
它们只需利用好的声誉，
12:09
by increasing observability,
eliminating excuses
eliminating excuses
239
717480
3416
通过提升可观察性，消除借口，
以及传达期待。
12:12
and communicating expectations.
240
720920
1600
12:16
Thank you.
241
724120
1216
谢谢大家。
（掌声）
12:17
(Applause)
242
725360
4440
ABOUT THE SPEAKER
Erez Yoeli - Research scientistErez Yoeli's research focuses on altruism: understanding how it works and how to promote it.
Why you should listen
Erez (pronounced ‘EH-rez’) Yoeli is a research scientist at MIT's Sloan School of Management, where he directs the Applied Cooperation Team. His research focuses on altruism: understanding how it works and how to promote it. He collaborates with governments, nonprofits and companies to apply these insights to address real-world challenges like increasing energy conservation, improving antibiotic adherence, reducing smoking in public places and promoting philanthropy.
Yoeli teaches the undergraduate Game Theory course at Harvard and regularly publishes theoretical and applied academic research articles. He shares his research highlights through frequent talks and featured articles in the New York Times, The Economist, Quartz and Behavioral Scientist. His research has also been profiled nationally and internationally in publications like TIME and Huffington Post.
Yoeli received his PhD in economics from the University of Chicago Booth School of Business. Before founding the Applied Cooperation Team, he was an economist at the US Federal Trade Commission and served as an expert witness in cases against companies that defrauded consumers. In an earlier, "pre-economist" life, he was a classical percussionist. He enjoys spicy food, hiking and spending time with his two very cuddly cats.
Erez Yoeli | Speaker | TED.com