TEDGlobal 2010
Sheena Iyengar: The art of choosing
希娜-艾因嘉：選擇的藝術
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希娜-艾因嘉致力研究於我們是如何做選擇，以及我們對於自己的選擇有何感受。在TEDGlobal中，她會談談平凡的選擇(選可樂或百事)和重大意義的選擇，同時在她開創性的研究中，揭露了我們在選擇時的驚人心態。
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.
00:22
Today, I'm going to take you
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今天，我要帶著各位
00:24
around the world in 18 minutes.
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在這18分鐘裡環遊世界。
00:26
My base of operations is in the U.S.,
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我研究的基準是在美國。
00:29
but let's start at the other end of the map,
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不過先讓我們從地圖的另一端，
00:31
in Kyoto, Japan,
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日本京都開始。
00:33
where I was living with a Japanese family
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當時我住在京都某個日本家庭裡，
00:36
while I was doing part of my dissertational research
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為了完成我的學位論文，
00:38
15 years ago.
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這是15年前的事了。
00:41
I knew even then that I would encounter
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當時我早有心理準備，
00:43
cultural differences and misunderstandings,
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覺得我一定會遇到文化的差異與誤解，
00:45
but they popped up when I least expected it.
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但沒想到我遇到的情況完全超乎我的想像。
00:48
On my first day,
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在我剛到的第一天，
00:50
I went to a restaurant,
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去了一家餐廳，
00:52
and I ordered a cup of green tea with sugar.
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然後我點了一杯綠茶加糖。
00:54
After a pause, the waiter said,
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過一陣子，服務生過來跟我說
00:56
"One does not put sugar in green tea."
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"沒有人會在綠茶裡放糖的。"
01:00
"I know," I said. "I'm aware of this custom.
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"我知道"我回答："我知道日本人不加糖"
01:02
But I really like my tea sweet."
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"但我真的想要一杯甜甜的茶"。
01:05
In response, he gave me an even more courteous version
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他表現了一個更客氣的態度
01:08
of the same explanation.
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並給了同一套說詞：
01:10
"One does not put sugar
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"真的沒有人會放糖
01:12
in green tea."
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在綠茶裡面"
01:15
"I understand," I said,
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"我也真的知道"我回答：
01:17
"that the Japanese do not put sugar in their green tea,
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"日本人不會在綠茶裡面放糖"
01:19
but I'd like to put some sugar
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"但是我真的好想"
01:21
in my green tea."
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"在綠茶裡面放糖"
01:23
(Laughter)
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(笑)
01:25
Surprised by my insistence,
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對於我的堅持服務生非常驚訝，
01:27
the waiter took up the issue with the manager.
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於是他把這個情形告訴了店經理。
01:29
Pretty soon,
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過沒多久，
01:31
a lengthy discussion ensued,
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他們開始進行一段長時間的討論，
01:33
and finally the manager came over to me and said,
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最後店經理走過來跟我說：
01:36
"I am very sorry. We do not have sugar."
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"真的非常抱歉，我們店內沒有糖"
01:39
(Laughter)
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(笑)
01:41
Well, since I couldn't have my tea the way I wanted it,
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恩，既然我沒辦法喝到我想要的茶，
01:44
I ordered a cup of coffee,
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我另外點了杯咖啡，
01:46
which the waiter brought over promptly.
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這次服務生很快的端上來了。
01:48
Resting on the saucer
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在咖啡的茶托上，
01:50
were two packets of sugar.
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穩穩躺著2包糖。
01:53
My failure to procure myself
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我沒辦法為自己點到一杯
01:56
a cup of sweet, green tea
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加糖綠茶
01:58
was not due to a simple misunderstanding.
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並不只是因為誤解而已。
02:01
This was due to a fundamental difference
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這是因為在"選擇"的概念上，
02:03
in our ideas about choice.
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我們有著最根本性的差異。
02:06
From my American perspective,
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從我美國人的觀點來看，
02:08
when a paying customer makes a reasonable request
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當一位付費的顧客根據她的偏好
02:10
based on her preferences,
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提出合理的要求，
02:12
she has every right to have that request met.
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她就有權利讓自己的要求得到滿足。
02:15
The American way, to quote Burger King,
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這種美式作風，可以引用漢堡王的標語來表示
02:17
is to "have it your way,"
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"吃出你自己的方式"，
02:19
because, as Starbucks says,
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因為，星巴克說過
02:21
"happiness is in your choices."
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"快樂是自己選的"。
02:23
(Laughter)
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(笑)
02:25
But from the Japanese perspective,
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但是從日本人的觀點來看，
02:28
it's their duty to protect those who don't know any better --
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他們的職責，就是要保護那些不知道什麼是最棒的人。
02:31
(Laughter)
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(笑)
02:33
in this case, the ignorant gaijin --
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剛剛的案例中，這個無知的外國人---
02:35
from making the wrong choice.
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就做了一個錯誤的選擇。
02:38
Let's face it: the way I wanted my tea
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老實說，按照日本文化標準，
02:40
was inappropriate according to cultural standards,
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我喝茶的方式是不恰當的，
02:43
and they were doing their best to help me save face.
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而他們盡力想要幫助我不要丟臉。
02:46
Americans tend to believe
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但美國人傾向認為
02:48
that they've reached some sort of pinnacle
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自己所做的都是最棒的，
02:50
in the way they practice choice.
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並致力於去實踐。
02:52
They think that choice, as seen through the American lens
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美國人認為透過美國看待事物的觀點，
02:55
best fulfills an innate and universal
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讓人類所選出的事物，
02:57
desire for choice in all humans.
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最能滿足先天和普遍的需求。
03:00
Unfortunately,
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不過很不幸的，
03:02
these beliefs are based on assumptions
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這些想法是建立在某個假設上，
03:04
that don't always hold true
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這種假設在其他的國家、其他的文化
03:06
in many countries, in many cultures.
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是不成立的。
03:09
At times they don't even hold true
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有時候在美國
03:11
at America's own borders.
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也不一定成立。
03:13
I'd like to discuss some of these assumptions
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我想要來談談這些假設，
03:15
and the problems associated with them.
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還有它們所伴隨來的問題。
03:18
As I do so, I hope you'll start thinking
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在我說明之時，我希望各位可以開始去思考，
03:20
about some of your own assumptions
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那些在你腦中的那些假設，
03:22
and how they were shaped by your backgrounds.
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還有這些假設是如何塑造你的各項經歷。
03:25
First assumption:
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第一種假設情形：
03:27
if a choice affects you,
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若有一項選擇與自己息息相關，
03:29
then you should be the one to make it.
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那這項選擇應該要自己來做。
03:31
This is the only way to ensure
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這是唯一能讓
03:33
that your preferences and interests
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你的偏好和興趣
03:35
will be most fully accounted for.
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得到最大的滿足。
03:38
It is essential for success.
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這是成功的關鍵。
03:41
In America, the primary locus of choice
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在美國，做選擇的基準點，
03:44
is the individual.
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就是以個人為出發點。
03:46
People must choose for themselves, sometimes sticking to their guns,
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人們必須為自己做選擇，並堅持自己的原則，
03:49
regardless of what other people want or recommend.
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不管外界的任何聲浪。
03:52
It's called "being true to yourself."
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這稱為"作真實的自己"。
03:55
But do all individuals benefit
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但是，是否要完全從自身利益為出發點
03:57
from taking such an approach to choice?
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來做選擇呢?
04:00
Mark Lepper and I did a series of studies
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馬克-里柏與我做了一系列的研究，
04:02
in which we sought the answer to this very question.
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目的就是去探討這問題的答案。
04:05
In one study,
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其中一項研究，
04:07
which we ran in Japantown, San Francisco,
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我們在舊金山的日本城執行，
04:10
we brought seven- to nine-year-old Anglo- and Asian-American children
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我們將7到9歲的英裔美國籍，和亞裔美國籍的兒童
04:13
into the laboratory,
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帶到實驗室裡，
04:15
and we divided them up into three groups.
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然後將他們各別分成3組。
04:17
The first group came in,
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第一組先進到實驗室裡，
04:19
and they were greeted by Miss Smith,
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實驗室的史密斯小姐接待他們，
04:21
who showed them six big piles of anagram puzzles.
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並出了6大主題的字謎。
04:24
The kids got to choose which pile of anagrams they would like to do,
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這些孩子能自由選擇想做的題目。
04:27
and they even got to choose which marker
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同時他們能自由選擇
04:29
they would write their answers with.
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要用哪一種馬克筆作答。
04:31
When the second group of children came in,
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第二組進到實驗室，
04:33
they were brought to the same room, shown the same anagrams,
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他們被帶進同樣的房間裡，出同樣的題目，
04:36
but this time Miss Smith told them
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但此時史密斯小姐告訴他們，
04:38
which anagrams to do
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你想做哪一題
04:40
and which markers to write their answers with.
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那就得用指定的馬克筆。
04:43
Now when the third group came in,
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接著第三組進來了，
04:46
they were told that their anagrams and their markers
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他們被告知該做的字謎、作答用的馬克筆顏色，
04:49
had been chosen by their mothers.
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他們的媽咪都決定好了。
04:51
(Laughter)
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（笑）
04:53
In reality,
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事實上，
04:55
the kids who were told what to do,
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被告知該如何做的孩子，
04:57
whether by Miss Smith or their mothers,
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不論是史密斯小姐或是媽咪告知的，
04:59
were actually given the very same activity,
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他們被告知的內容，
05:01
which their counterparts in the first group
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都是能自由選擇的第一組
05:03
had freely chosen.
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所做的選擇結果。
05:05
With this procedure, we were able to ensure
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在這流程下，我們也確定說
05:07
that the kids across the three groups
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三個組中的孩子
05:09
all did the same activity,
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若都有做出同樣的行為，
05:11
making it easier for us to compare performance.
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我們也能容易的比較出績效。
05:14
Such small differences in the way we administered the activity
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我們的管理行為稍有不同
05:17
yielded striking differences
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就能引起
05:19
in how well they performed.
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行為的大不同。
05:21
Anglo-Americans,
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英裔美國籍的孩子，
05:23
they did two and a half times more anagrams
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能自由選擇的人
05:26
when they got to choose them,
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相較於
05:28
as compared to when it was
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被史密斯小姐和媽咪指定的人，
05:30
chosen for them by Miss Smith or their mothers.
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自由選擇的多做了2.5倍的字謎。
05:33
It didn't matter who did the choosing,
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不論是誰下決定，
05:36
if the task was dictated by another,
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如果任務已經被別人所控制指引，
05:38
their performance suffered.
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他們的績效就會受損。
05:40
In fact, some of the kids were visibly embarrassed
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事實上，有些孩子被告知自己得照媽咪的意思做，
05:43
when they were told that their mothers had been consulted.
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明顯的會覺得丟臉。
05:46
(Laughter)
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（笑）
05:48
One girl named Mary said,
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一位叫瑪麗的孩子說：
05:50
"You asked my mother?"
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"你真的問了我媽咪？"
05:53
(Laughter)
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（笑）
05:55
In contrast,
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相較之下，
05:57
Asian-American children
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亞裔美國藉的孩子，
05:59
performed best when they believed
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在被告知他們媽咪已經說該怎麼做的時候，
06:01
their mothers had made the choice,
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績效是最好的，
06:04
second best when they chose for themselves,
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第2佳的是他們為自己選的，
06:07
and least well when it had been chosen by Miss Smith.
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最後一名是史密斯小姐告訴他們的。
06:10
A girl named Natsumi
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一位叫夏實的小女孩
06:12
even approached Miss Smith as she was leaving the room
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在史密斯小姐要離開房間時
06:14
and tugged on her skirt and asked,
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走近她並拉住她的裙子問說：
06:16
"Could you please tell my mommy
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"你能不能跟我媽咪講說
06:18
I did it just like she said?"
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我有照她的話乖乖做了?"
06:22
The first-generation children were strongly influenced
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這些第一代的孩子（first-generation，指父母都為移民的孩子）
06:25
by their immigrant parents'
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非常容易被移民父母
06:27
approach to choice.
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所影響。
06:29
For them, choice was not just a way
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對這些孩子而言，
06:31
of defining and asserting
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選擇並非只是
06:33
their individuality,
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展現自我的途徑，
06:35
but a way to create community and harmony
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而是建立社群與使人相處融洽的過程，
06:37
by deferring to the choices
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並根據他們所信任和尊敬的人所做的決定
06:39
of people whom they trusted and respected.
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而有所差異。
06:42
If they had a concept of being true to one's self,
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一旦他們心裡有這種觀念，
06:45
then that self, most likely,
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那他們在"自我"的本質上，
06:47
[was] composed, not of an individual,
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大部分就不是以個人為出發點，
06:49
but of a collective.
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而是以合作為出發點。
06:51
Success was just as much about pleasing key figures
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要獲得成就得滿足一些關鍵條件，
06:54
as it was about satisfying
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像是滿足
06:56
one's own preferences.
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某些人的偏好。
06:58
Or, you could say that
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或者，你可以這樣認為，
07:00
the individual's preferences were shaped
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這些個體心裡偏好的形成，
07:02
by the preferences of specific others.
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是仰賴一些特定個體的偏好。
07:06
The assumption then that we do best
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我們做了一個最好的假設，就是
07:08
when the individual self chooses
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當個體在為自己做選擇時，
07:10
only holds
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只取決
07:12
when that self
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自己是不是
07:14
is clearly divided from others.
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會和其他人清楚的區分開來。
07:17
When, in contrast,
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相對的，
07:19
two or more individuals
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當有2個或更多的個體，
07:21
see their choices and their outcomes
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發現他們的選擇和成果
07:23
as intimately connected,
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彼此密切相關，
07:25
then they may amplify one another's success
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透過將個人選擇
07:28
by turning choosing
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轉化成為集體行動的情形下，
07:30
into a collective act.
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他們會放大彼此的成就。
07:32
To insist that they choose independently
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要他們堅持自己的自主選擇，
07:35
might actually compromise
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就會造成
07:37
both their performance
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他們在自己的績效和關係上
07:39
and their relationships.
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做一個妥協。
07:41
Yet that is exactly what
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這恰恰就是
07:43
the American paradigm demands.
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美國人最需要的典範行為。
07:45
It leaves little room for interdependence
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這留給所謂獨立的觀念一些轉圜的空間
07:48
or an acknowledgment of individual fallibility.
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或是說，他們認知到個人是不可靠的。
07:51
It requires that everyone treat choice
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這讓每個人在對"選擇"這件事情上
07:54
as a private and self-defining act.
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成為一種私人的和自我界定的行為。
07:58
People that have grown up in such a paradigm
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人們會依據某個典範成長，
08:00
might find it motivating,
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並受到其典範的刺激。
08:02
but it is a mistake to assume
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第一項假設的錯誤點在於
08:04
that everyone thrives under the pressure
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假設每個人的成功茁壯
08:06
of choosing alone.
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都是來自獨自下決定的壓力。
08:09
The second assumption which informs the American view of choice
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而美國人對選擇的觀點
08:12
goes something like this.
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的第二項假設，就是
08:14
The more choices you have,
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你擁有的選擇越多，
08:16
the more likely you are
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就越有可能
08:18
to make the best choice.
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做出正確的選擇。
08:20
So bring it on, Walmart, with 100,000 different products,
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所以沃爾瑪超市裡面有10萬種不同的商品，
08:23
and Amazon, with 27 million books
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亞馬遜電子書城有2700萬本書，
08:26
and Match.com with -- what is it? --
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真愛天空交友網站有什麼？
08:28
15 million date possibilities now.
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現在可能有1500萬筆的交友資料。
08:32
You will surely find the perfect match.
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你一定可以在上面找到真愛。
08:35
Let's test this assumption
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讓我們在東歐
08:37
by heading over to Eastern Europe.
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針對這個假設對點實驗。
08:39
Here, I interviewed people
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在東歐，我與一些人面談，
08:41
who were residents of formerly communist countries,
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這些人過去是共產國家的居民，
08:44
who had all faced the challenge
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曾經面對
08:46
of transitioning to a more
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民主和資本主義社會
08:48
democratic and capitalistic society.
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所帶來的過渡期。
08:51
One of the most interesting revelations
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其中最有趣的啟示不是來自
08:53
came not from an answer to a question,
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我們面談中的問與答，
08:55
but from a simple gesture of hospitality.
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而是來自一個款待客人的簡單行為。
08:58
When the participants arrived for their interview,
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當參與者來到面談地點後，
09:01
I offered them a set of drinks:
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我會遞上一杯飲料，
09:03
Coke, Diet Coke, Sprite --
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可樂，無糖可樂，雪碧．．等等
09:05
seven, to be exact.
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為了周到我準備了7種飲料。
09:07
During the very first session,
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實驗的第一階段，
09:09
which was run in Russia,
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是在俄羅斯進行，
09:11
one of the participants made a comment
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其中一個參與者所講的一句話，
09:13
that really caught me off guard.
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真的讓我大吃一驚。
09:16
"Oh, but it doesn't matter.
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他說：”喔，沒差啦，
09:18
It's all just soda. That's just one choice."
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這些都是蘇打水，對我來說只有一種選擇”。
09:21
(Murmuring)
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（細語）
09:23
I was so struck by this comment that from then on,
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我對這句話非常震驚，
09:25
I started to offer all the participants
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然後我開始提供所有的參與者
09:27
those seven sodas,
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這7種飲料。
09:29
and I asked them, "How many choices are these?"
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然後我都會問：”請問這裡有幾種選擇？”
09:32
Again and again,
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這樣問了一次又一次，
09:34
they perceived these seven different sodas,
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他們都認為這7種不同的氣泡飲料，
09:37
not as seven choices, but as one choice:
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對他們而言不是7種選擇，是1種：
09:40
soda or no soda.
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蘇打飲料，或非蘇打飲料。
09:42
When I put out juice and water
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如果我在這7種飲料中，
09:44
in addition to these seven sodas,
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額外再加上果汁和水，
09:46
now they perceived it as only three choices --
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那他們就會認為現在有3種選擇了--
09:48
juice, water and soda.
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果汁、水、蘇打水。
09:51
Compare this to the die-hard devotion of many Americans,
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讓頑固死硬的美國人來分辨，
09:54
not just to a particular flavor of soda,
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這些飲料可不僅僅只是口味各異的蘇打水，
09:57
but to a particular brand.
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品牌也完全不同。
09:59
You know, research shows repeatedly
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反覆研究的結果顯示，
10:02
that we can't actually tell the difference
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對於可口可樂和百事可樂之間，
10:04
between Coke and Pepsi.
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事實上我們也沒辦法分辨它們的差異。
10:06
Of course, you and I know
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當然，對你我而言，
10:08
that Coke is the better choice.
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可口可樂是第一選擇。
10:10
(Laughter)
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（笑）
10:16
For modern Americans who are exposed
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現代的美國人擁有的選項，
10:18
to more options and more ads associated with options
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還有廣告所帶來的選項，
10:21
than anyone else in the world,
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比世界上其他任何角落都要多，
10:23
choice is just as much about who they are
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選擇是為了表達出個性，
10:25
as it is about what the product is.
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廣告是為了分辨產品的不同。
10:28
Combine this with the assumption that more choices are always better,
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將這點和第二項假設做合併，也就是越多的選擇是比較好的，
10:31
and you have a group of people for whom every little difference matters
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所以你能找到一群人，這些人能針對事物之間的細微差距，
10:34
and so every choice matters.
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劃分出許多不同的選擇。
10:36
But for Eastern Europeans,
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但是對東歐人而言，
10:39
the sudden availability of all these
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意外的得到這些
10:41
consumer products on the marketplace was a deluge.
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像洪水般氾濫的市場消費品。
10:44
They were flooded with choice
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在他們還不會游泳之前，
10:46
before they could protest that they didn't know how to swim.
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就被大量的選擇所淹沒了。
10:50
When asked, "What words and images
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當詢問他們："你對選擇
10:52
do you associate with choice?"
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有什麼看法？"
10:54
Grzegorz from Warsaw said,
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來自華沙的格雷戈爾說：
10:57
"Ah, for me it is fear.
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”哇，對我來說這讓人害怕，
10:59
There are some dilemmas you see.
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我不知道該怎麼選，
11:01
I am used to no choice."
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我習慣了沒有選擇的日子。"
11:03
Bohdan from Kiev said,
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來自基輔的布丹，
11:05
in response to how he felt about
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他針對新的消費性市場
11:07
the new consumer marketplace,
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作出回應：
11:09
"It is too much.
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"東西實在太多了，
11:11
We do not need everything that is there."
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在這裡我們不需要這麼多東西。"
11:13
A sociologist from
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一位來自
11:15
the Warsaw Survey Agency explained,
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華沙研究機構的社會學家解釋：
11:18
"The older generation jumped from nothing
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"這裡上一世代的人
11:21
to choice all around them.
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是從無法選擇的世界跳出來的。
11:23
They were never given a chance to learn
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他們一直沒有
11:25
how to react."
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學習如何去對外界做反應。"
11:27
And Tomasz, a young Polish man said,
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一位年輕的波蘭年輕人，湯瑪士說：
11:30
"I don't need twenty kinds of chewing gum.
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"我不需要20種的口香糖。
11:33
I don't mean to say that I want no choice,
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我並不是說我不需要選擇，
11:36
but many of these choices are quite artificial."
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但這些選擇中，有太多是刻意製造出來的。"
11:40
In reality, many choices are between things
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事實上，有許多事物的選擇之間，
11:43
that are not that much different.
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並沒有太大不同。
11:47
The value of choice
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選擇的價值，
11:49
depends on our ability
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是建立在
11:51
to perceive differences
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我們能否在不同選項之間
11:53
between the options.
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分辨出差異的能力上。
11:55
Americans train their whole lives
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美國人訓練自己的生活
11:57
to play "spot the difference."
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像是在玩”大家來找碴”的遊戲。
12:00
They practice this from such an early age
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美國人從小就開始練習做"選擇"，
12:02
that they've come to believe that everyone
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因此讓他們相信
12:04
must be born with this ability.
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每個人出生後就擁有此能力。
12:06
In fact, though all humans share
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事實上，雖然所有的人類
12:08
a basic need and desire for choice,
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在"選擇"上都有基本的需要和欲求，
12:11
we don't all see choice in the same places
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但是我們看待選擇的角度是不同的，
12:14
or to the same extent.
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程度也是不同的。
12:16
When someone can't see how one choice
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當有人沒辦法分辨出
12:18
is unlike another,
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一個選擇和另一個選擇有何不同，
12:20
or when there are too many choices to compare and contrast,
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或是無法從許多的選擇中做出比較，
12:23
the process of choosing can be
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那麼做選擇的過程會是
12:25
confusing and frustrating.
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令人困惑而且感到挫折的。
12:28
Instead of making better choices,
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若沒辦法做出最佳選擇，
12:30
we become overwhelmed by choice,
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我們就會被選擇這件事情所壓垮，
12:32
sometimes even afraid of it.
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甚至會害怕做選擇。
12:35
Choice no longer offers opportunities,
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選擇不再是提供更多機會的管道，
12:37
but imposes constraints.
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反而是增加限制。
12:39
It's not a marker of liberation,
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馬克筆沒辦法自由地使用，
12:41
but of suffocation
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反而被一些無意義的小事
12:43
by meaningless minutiae.
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所限制。
12:45
In other words,
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換句話說，
12:47
choice can develop into the very opposite
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如果把做選擇這件事情
12:49
of everything it represents
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強塞那些沒準備自己做選擇的人，
12:51
in America
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那美國人對選擇的詮釋，
12:53
when it is thrust upon those
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對這些人而言
12:55
who are insufficiently prepared for it.
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就會完全相反。
12:58
But it is not only other people
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還有那些
13:00
in other places
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住在其他地方
13:02
that are feeling the pressure
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對於面對越來越多的選擇
13:04
of ever-increasing choice.
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就會感受到壓力的人。
13:06
Americans themselves are discovering
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美國人自己發現
13:08
that unlimited choice
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擁有無限的選擇
13:10
seems more attractive in theory
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理論上的吸引力會比
13:12
than in practice.
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實際上高。
13:14
We all have physical, mental
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我們在生理、心理、
13:17
and emotional (Laughter) limitations
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和情緒都有所侷限，
13:19
that make it impossible for us
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這讓我們
13:21
to process every single choice we encounter,
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有能力去處理所遇到的每一個選擇，
13:24
even in the grocery store,
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在雜貨店裡可以，
13:26
let alone over the course of our entire lives.
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更不用說是整個人生了。
13:29
A number of my studies have shown
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我的研究結果有一個數字，
13:32
that when you give people 10 or more options
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當給予人們10個以上的選項時，
13:34
when they're making a choice, they make poorer decisions,
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他們會做出最差的選擇，
13:37
whether it be health care, investment,
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不論選擇的主題是衛生保健，投資，
13:39
other critical areas.
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或是其他重大的領域。
13:41
Yet still, many of us believe
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但我們之中仍舊有許多人相信
13:43
that we should make all our own choices
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我們必須靠自己做選擇
13:46
and seek out even more of them.
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並尋找更多可能的選項。
13:49
This brings me to the third,
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這帶給我想到第三個假設
13:52
and perhaps most problematic, assumption:
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而這也許是問題最大的假設：
13:55
"You must never
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”永遠不要對
13:57
say no to choice."
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選擇說不"。
14:00
To examine this, let's go back to the U.S.
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為了去證實這假設是否存在，讓我們先回到美國，
14:02
and then hop across the pond to France.
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然後再跨越大西洋到法國看看。
14:05
Right outside Chicago,
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靠右側的芝加哥，
14:08
a young couple, Susan and Daniel Mitchell,
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有一對年輕的夫妻，蘇珊和丹尼爾-米切爾，
14:10
were about to have their first baby.
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他們即將擁有第一個孩子。
14:13
They'd already picked out a name for her,
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他們已經為她取好名字，
14:15
Barbara, after her grandmother.
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芭芭拉，跟她的祖母同名。
14:18
One night, when Susan was seven months pregnant,
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在蘇珊已經懷胎7個月的某天晚上，
14:21
she started to experience contractions
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她感受到子宮在激烈收縮（註：早產）
14:23
and was rushed to the emergency room.
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然後被緊急的送往急診室。
14:26
The baby was delivered through a C-section,
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孩子用剖腹的方式生產下來，
14:29
but Barbara suffered cerebral anoxia,
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但芭芭拉卻出現了缺氧狀態，
14:31
a loss of oxygen to the brain.
356
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她的腦部缺氧。
14:34
Unable to breathe on her own,
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這使她沒辦法自行呼吸，
14:36
she was put on a ventilator.
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要使用呼吸器輔助。
14:38
Two days later,
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2天後，
14:40
the doctors gave the Mitchells
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醫生給米切爾夫婦
14:42
a choice:
361
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一個選擇。
14:44
They could either remove Barbara
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他們可以將生命維持裝備
14:46
off the life support,
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從芭芭拉身上移開，
14:48
in which case she would die within a matter of hours,
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這情況下她會在幾個小時內就死去，
14:51
or they could keep her on life support,
365
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或者，選擇繼續使用生命維持裝備，
14:54
in which case she might still die
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這情況下她還是有可能
14:56
within a matter of days.
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在幾天後死去，
14:58
If she survived, she would remain
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但若她能生存下來，
15:00
in a permanent vegetative state,
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也將永遠呈現植物人的狀態，
15:03
never able to walk, talk
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永遠不會走、不會說、
15:06
or interact with others.
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無法與人互動。
15:09
What do they do?
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他們怎麼選？
15:11
What do any parent do?
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這種情況下身為父母會怎麼做？
15:17
In a study I conducted
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這項研究，我與二位學者合作，
15:19
with Simona Botti and Kristina Orfali,
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西蒙娜-博蒂和克里斯蒂娜-歐發莉，
15:21
American and French parents
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分別與美國地區、法國地區
15:23
were interviewed.
377
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的父母會談。
15:25
They had all suffered
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這些父母都承受了
15:27
the same tragedy.
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同樣的悲劇。
15:29
In all cases, the life support was removed,
380
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在所有訪談的案例中，都選擇移除生命維持裝置，
15:32
and the infants had died.
381
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新生兒也都因此死去了。
15:34
But there was a big difference.
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但這其中最不一樣的是，
15:36
In France, the doctors decided whether and when
383
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在法國，生命維持裝置該不該移除、何時移除
15:39
the life support would be removed,
384
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是由醫生來決定，
15:42
while in the United States,
385
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在美國，
15:44
the final decision rested with the parents.
386
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是由父母來做最後的決定。
15:48
We wondered:
387
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我們好奇：
15:50
does this have an effect on how the parents
388
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身為父母，面對即將失去摯愛的時候，
15:52
cope with the loss of their loved one?
389
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他們是否會下這樣的決定？
15:55
We found that it did.
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我們發現，他們還是會自己做決定。
15:58
Even up to a year later,
391
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即使時間過了1年，
16:00
American parents
392
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美國籍的父母
16:02
were more likely to express negative emotions,
393
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相較於法國籍的父母
16:04
as compared to their French counterparts.
394
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所感受的負面情緒比較高。
16:07
French parents were more likely to say things like,
395
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法國籍父母大多會這樣想：
16:10
"Noah was here for so little time,
396
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"雖然諾哈在世上的時間很短，
16:13
but he taught us so much.
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但是他教了我們許多事情。
16:15
He gave us a new perspective on life."
398
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他讓我們對生命有了新的體悟"。
16:19
American parents were more likely to say things like,
399
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美國籍的父母大多是這麼想：
16:22
"What if? What if?"
400
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"若那時這樣會怎樣？若那樣又會怎樣？"
16:25
Another parent complained,
401
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其中一位家長還抱怨：
16:27
"I feel as if they purposefully tortured me.
402
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"我覺得這像是刻意要折磨我一樣，
16:30
How did they get me to do that?"
403
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他們怎麼會讓我做這種事情？"
16:33
And another parent said,
404
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另一位家長這麼說：
16:35
"I feel as if I've played a role
405
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"我覺得自己在扮演
16:37
in an execution."
406
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一個劊子手"。
16:40
But when the American parents were asked
407
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但是當詢問這些美國籍父母
16:42
if they would rather have had
408
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若不用給你們做決定
16:44
the doctors make the decision,
409
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而是給醫生來做的話怎麼樣，
16:47
they all said, "No."
410
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他們的答案都是"不要"。
16:49
They could not imagine
411
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他們沒辦法想像
16:51
turning that choice over to another,
412
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將這個選擇機會讓給別人，
16:53
even though having made that choice
413
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即使他們知道做這個決定
16:56
made them feel trapped,
414
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會讓他們受盡煎熬、
16:58
guilty, angry.
415
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罪惡感、憤怒。
17:00
In a number of cases
416
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在這些案例中，
17:02
they were even clinically depressed.
417
1007000
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甚至有人出現了重度憂鬱症。
17:05
These parents could not contemplate
418
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但這些父母沒辦法
17:07
giving up the choice,
419
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放棄這個選擇的機會，
17:09
because to do so would have gone contrary
420
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因為如果這麼做的話，
17:11
to everything they had been taught
421
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就會跟以前被教導的原則相互違背，
17:14
and everything they had come to believe
422
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還有那些
17:16
about the power
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他們所認同的
17:18
and purpose of choice.
424
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選擇的意義與權力。
17:21
In her essay, "The White Album,"
425
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在作家瓊．蒂蒂安（註：Joan Didion）
17:24
Joan Didion writes,
426
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的"白色相簿"這本書中，有一段評論：（註：The White Album）
17:27
"We tell ourselves stories
427
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"為了生存，
17:29
in order to live.
428
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我們會編造一段故事給自己。
17:31
We interpret what we see,
429
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我們會盡力詮釋自己的所見，
17:33
select the most workable
430
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從眾多的選項中
17:35
of the multiple choices.
431
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挑出最可行的來做。
17:37
We live entirely by the imposition
432
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我們的生活是用各式各樣的圖片
17:39
of a narrative line
433
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然後用拼板印刷
17:41
upon disparate images,
434
1046000
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所呈現的線性故事。
17:43
by the idea with which we have learned to freeze
435
1048000
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這種概念，讓我們
17:46
the shifting phantasmagoria,
436
1051000
2000
將跟風一樣千變萬化的生活體驗，
17:48
which is our actual experience."
437
1053000
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變成像結凍般的死硬"。
17:53
The story Americans tell,
438
1058000
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這是美國人的故事，
17:55
the story upon which
439
1060000
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這建立在
17:57
the American dream depends,
440
1062000
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美國夢之上的故事，
17:59
is the story of limitless choice.
441
1064000
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充斥著無止盡的選擇。
18:02
This narrative
442
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這則美國夢的故事
18:04
promises so much:
443
1069000
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充斥著以下的東西：
18:06
freedom, happiness,
444
1071000
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自由，快樂，
18:08
success.
445
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成就。
18:10
It lays the world at your feet and says,
446
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這故事是把世界踩在自己的腳下，並疾呼：
18:13
"You can have anything, everything."
447
1078000
3000
'你可以擁有一切，所有的一切"。
18:17
It's a great story,
448
1082000
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這本書的故事內容很棒，
18:19
and it's understandable why they would be reluctant
449
1084000
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也能讓人理解為什麼美國人不願意
18:21
to revise it.
450
1086000
3000
修正個種觀念。
18:24
But when you take a close look,
451
1089000
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但仔細點看，
18:26
you start to see the holes,
452
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你會發現這樣是有缺陷的，
18:28
and you start to see that the story
453
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你會開始注意到這則故事，
18:30
can be told in many other ways.
454
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3000
是可以用很多方式去詮釋的。
18:33
Americans have so often tried to
455
1098000
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美國人都試著
18:35
disseminate their ideas of choice,
456
1100000
3000
去傳播自己對於選擇的觀念，
18:38
believing that they will be, or ought to be,
457
1103000
3000
並相信他人都要，或說是必須要
18:41
welcomed with open hearts and minds.
458
1106000
3000
用開放的心胸去接受這種觀念。
18:44
But the history books and the daily news tell us
459
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但是歷史記錄和每日的新聞，
18:47
it doesn't always work out that way.
460
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都說明了這套並不是這樣順利運作的。
18:50
The phantasmagoria,
461
1115000
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說故事的手法
18:52
the actual experience that we try to understand
462
1117000
2000
是隨地方而千變萬化的，
18:54
and organize through narrative,
463
1119000
3000
我們都試著用說故事的方法，
18:57
varies from place to place.
464
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3000
去了解並組織自己真實的經驗。
19:00
No single narrative serves the needs
465
1125000
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任何地區的任何人，
19:02
of everyone everywhere.
466
1127000
3000
都不會只滿足於一種說故事的手法。
19:06
Moreover, Americans themselves
467
1131000
3000
而且，美國人自己
19:09
could benefit from incorporating
468
1134000
3000
也能因為吸收他人的敘事技巧
19:12
new perspectives into their own narrative,
469
1137000
3000
而有所受益，
19:15
which has been driving their choices
470
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而這套敘事技巧已經驅使他們的選擇
19:17
for so long.
471
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3000
好一段時間。
19:20
Robert Frost once said that,
472
1145000
3000
羅伯-弗斯特曾說：（註：美國詩人）
19:23
"It is poetry that is lost in translation."
473
1148000
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"詩，就是在翻譯過程中失去的東西"。
19:27
This suggests that
474
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這句話是說，
19:29
whatever is beautiful and moving,
475
1154000
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不論是什麼有多麼美麗，多麼動人，
19:31
whatever gives us a new way to see,
476
1156000
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不論是什麼讓我們有了新的體悟，
19:34
cannot be communicated to those
477
1159000
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都沒有辦法
19:36
who speak a different language.
478
1161000
3000
將這種感覺用不同語言表達出來。
19:39
But Joseph Brodsky said that,
479
1164000
2000
但約瑟夫-布羅斯基卻說：（註：蘇聯詩人）
19:41
"It is poetry
480
1166000
2000
"所謂的詩，
19:43
that is gained in translation,"
481
1168000
2000
就是從翻譯過程中得到的"。
19:45
suggesting that translation
482
1170000
2000
這句話是說
19:47
can be a creative,
483
1172000
2000
翻譯過程能產生想像力，
19:49
transformative act.
484
1174000
3000
轉化成動力。
19:52
When it comes to choice,
485
1177000
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在翻譯過程中要面臨抉擇時，
19:54
we have far more to gain than to lose
486
1179000
3000
透過許多不同的翻譯敘事手法，
19:57
by engaging in the many
487
1182000
3000
我們從詩中得到的感觸
20:00
translations of the narratives.
488
1185000
3000
會比失去的還要多。
20:03
Instead of replacing
489
1188000
2000
這並不是
20:05
one story with another,
490
1190000
2000
要用另一個故事來取代，
20:07
we can learn from and revel in
491
1192000
2000
我們可以從翻譯過程中學習到新事物，
20:09
the many versions that exist
492
1194000
3000
並陶醉在不同的翻譯版本中，
20:12
and the many that have yet to be written.
493
1197000
3000
甚至陶醉在非原詩的意境裡。
20:15
No matter where we're from
494
1200000
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不論我們從哪裡來，
20:18
and what your narrative is,
495
1203000
2000
也不論我們敘事的手法為何，
20:20
we all have a responsibility
496
1205000
2000
我們都有責任
20:22
to open ourselves up to a wider array
497
1207000
2000
打開心房，更廣泛的去接納
20:24
of what choice can do,
498
1209000
3000
各種選擇，
20:27
and what it can represent.
499
1212000
3000
還有這些選擇代表的意義。
20:30
And this does not lead to
500
1215000
2000
這樣才不會讓
20:32
a paralyzing moral relativism.
501
1217000
3000
"道德相對主義"停擺（註：某些道德價值只適用於特定文化範圍內）
20:35
Rather, it teaches us when
502
1220000
2000
相反的，這會教導我們
20:37
and how to act.
503
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2000
何時且如何行動。
20:39
It brings us that much closer
504
1224000
2000
讓我們
20:41
to realizing the full potential of choice,
505
1226000
3000
更能了解各種選擇所隱藏的含意，
20:44
to inspiring the hope
506
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2000
更接近能鼓舞人心的的希望
20:46
and achieving the freedom
507
1231000
2000
同時達到
20:48
that choice promises
508
1233000
2000
總是無法分享出去的
20:50
but doesn't always deliver.
509
1235000
2000
自由選擇的承諾。
20:52
If we learn to speak to one another,
510
1237000
3000
若我們與人交談，
20:55
albeit through translation,
511
1240000
3000
即使要靠翻譯才能順利溝通，
20:58
then we can begin to see choice
512
1243000
2000
我們就能發現，
21:00
in all its strangeness,
513
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2000
"選擇"它的不可思議之處，
21:02
complexity
514
1247000
3000
複雜處，
21:05
and compelling beauty.
515
1250000
2000
和它迷人的美麗之處。
21:07
Thank you.
516
1252000
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謝謝各位。
21:09
(Applause)
517
1254000
11000
（掌聲）
21:20
Bruno Giussani: Thank you.
518
1265000
3000
布魯諾-吉桑尼：謝謝妳。
21:23
Sheena, there is a detail about your biography
519
1268000
3000
希娜，目前還沒有任何關於妳的書籍，
21:26
that we have not written in the program book.
520
1271000
2000
但是我們已經聽過你的許多事蹟，
21:28
But by now it's evident to everyone in this room. You're blind.
521
1273000
3000
不過在這個小房間裡最明顯的是，妳是個盲人。
21:31
And I guess one of the questions on everybody's mind is:
522
1276000
3000
我想現場所有人心理一定都有一個疑問：
21:34
How does that influence your study of choosing
523
1279000
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是什麼讓妳想去做"選擇"的研究？
21:37
because that's an activity
524
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因為做選擇時
21:39
that for most people is associated with visual inputs
525
1284000
3000
大多數人都會仰賴視覺，
21:42
like aesthetics and color and so on?
526
1287000
3000
像是審美觀，顏色等等諸如此類。
21:46
Sheena Iyengar: Well, it's funny that you should ask that
527
1291000
2000
希娜-艾因嘉：嗯，你問的問題很有趣，
21:48
because one of the things that's interesting about being blind
528
1293000
3000
有趣的點在於，若看不見事物，
21:51
is you actually get a different vantage point
529
1296000
2000
就能讓你站在一個很不一樣的有利位置，
21:53
when you observe the way
530
1298000
2000
並好好觀察
21:55
sighted people make choices.
531
1300000
2000
一般常人在做選擇的現象。
21:57
And as you just mentioned, there's lots of choices out there
532
1302000
2000
就你剛剛提到的，日常生活中
21:59
that are very visual these days.
533
1304000
2000
我們都很依賴視覺來做選擇。
22:01
Yeah, I -- as you would expect --
534
1306000
2000
是呀，對我來說，或是各位可以想像--
22:03
get pretty frustrated by choices
535
1308000
2000
我對某些選擇會感到挫折，
22:05
like what nail polish to put on
536
1310000
2000
像是該上什麼顏色的指甲油，
22:07
because I have to rely on what other people suggest.
537
1312000
2000
這件事情我真的要倚賴別人的意見。
22:09
And I can't decide.
538
1314000
2000
我沒辦法自己下決定。
22:11
And so one time I was in a beauty salon,
539
1316000
2000
有次我到髮廊去，
22:13
and I was trying to decide between two very light shades of pink.
540
1318000
3000
我必須在二款淡粉紅色之間的指甲油做出選擇。
22:16
And one was called "Ballet Slippers."
541
1321000
2000
一款的顏色是"粉芭蕾"（註：Ballet Slippers）
22:18
And the other one was called "Adorable."
542
1323000
3000
另一款是"粉可愛"（註：Adorable）
22:21
(Laughter)
543
1326000
2000
（笑）
22:23
And so I asked these two ladies,
544
1328000
2000
所以我問了2位小姐，
22:25
and the one lady told me, "Well, you should definitely wear 'Ballet Slippers.'"
545
1330000
2000
其中一位告訴我："嗯，你一定要試試看『粉芭蕾』"
22:27
"Well, what does it look like?"
546
1332000
2000
"它看起來是怎樣的顏色？"
22:29
"Well, it's a very elegant shade of pink."
547
1334000
2000
"嗯，這是非常優雅的淺粉色"。
22:31
"Okay, great."
548
1336000
2000
"喔喔，感覺不錯"
22:33
The other lady tells me to wear "Adorable."
549
1338000
2000
而另一位小姐告訴我要用"粉可愛"。
22:35
"What does it look like?"
550
1340000
2000
"那它看起來是怎樣的顏色？"
22:37
"It's a glamorous shade of pink."
551
1342000
3000
"它看起來是較嫵媚的淺粉色"
22:41
And so I asked them, "Well, how do I tell them apart?
552
1346000
2000
然後我問她們："那我該怎麼區分它們？"
22:43
What's different about them?"
553
1348000
2000
"這2者有什麼差別？"
22:45
And they said, "Well, one is elegant, the other one's glamorous."
554
1350000
2000
她們回答："喔，一個比較優雅，一個比較嫵媚"
22:47
Okay, we got that.
555
1352000
2000
好吧，我懂了。
22:49
And the only thing they had consensus on:
556
1354000
2000
我想她們心裡唯一的共識就是：
22:51
well, if I could see them, I would
557
1356000
2000
嗯，如果我看的見，
22:53
clearly be able to tell them apart.
558
1358000
2000
我就能清楚的分辨這2種顏色。
22:55
(Laughter)
559
1360000
2000
（笑）
22:57
And what I wondered was whether they were being affected
560
1362000
3000
而我猜想，她們有被
23:00
by the name or the content of the color,
561
1365000
2000
這二款顏色的名稱所影響了。
23:02
so I decided to do a little experiment.
562
1367000
3000
所以我決定做一個小小的實驗。
23:05
So I brought these two bottles of nail polish into the laboratory,
563
1370000
3000
我將這二罐指甲油帶回實驗室，
23:08
and I stripped the labels off.
564
1373000
2000
撕掉標籤，
23:10
And I brought women into the laboratory,
565
1375000
2000
然後帶幾個女性到實驗室裡，
23:12
and I asked them, "Which one would you pick?"
566
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一個一個問："妳會選哪一個？"
23:14
50 percent of the women accused me of playing a trick,
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有50％的女實驗者認為我在耍人，
23:17
of putting the same color nail polish
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她們覺得
23:19
in both those bottles.
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這2罐指甲油是一模一樣的。
23:21
(Laughter)
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（笑）
23:23
(Applause)
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（掌聲）
23:27
At which point you start to wonder who the trick's really played on.
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這時候你就會猜想究竟是誰在耍把戲了。
23:30
Now, of the women that could tell them apart,
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而在撕掉標籤的情況下，
23:33
when the labels were off, they picked "Adorable,"
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那些能分辨的女性會選擇"粉可愛"，
23:36
and when the labels were on,
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若把標籤貼回去，
23:38
they picked "Ballet Slippers."
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這些女性會選"粉芭蕾"。
23:41
So as far as I can tell,
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因此，據我所知，
23:43
a rose by any other name
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一款玫瑰只要有不同名字，
23:45
probably does look different
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就能讓它的外觀看起來與其他款不同
23:47
and maybe even smells different.
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甚至聞起來也會不同。
23:50
BG: Thank you. Sheena Iyengar. Thank you Sheena.
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謝謝妳，希娜-艾因嘉，非常謝謝妳。
23:53
(Applause)
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（掌聲）
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