The Way We Work
Wendy De La Rosa: 3 psychological tricks to help you save money
Wendy De La Rosa: 3 trucs psicològics per a estalviar diners
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Tots volem estalviar més diners, però en general, avui dia la gent ho fa cada cop menys. L'especialista en comportament Wendy De La Rosa estudia com la gent corrent pren decisions per a millorar el seu benestar financer. Els seus descobriments ens poden ajudar a comprometre'ns sense esforç a estalviar més diners i gastar-ne menys.
Wendy De La Rosa - Behavioral scientist
Wendy De La Rosa is a co-founder of Common Cents Lab, where she focuses on using behavioral science to help people make better financial decisions. Full bio
Wendy De La Rosa is a co-founder of Common Cents Lab, where she focuses on using behavioral science to help people make better financial decisions. Full bio
Double-click the English transcript below to play the video.
00:00
We all know that saving is important
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Tots sabem que estalviar és important
00:02
and is something that we should be doing.
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i que hauríem de fer-ho.
00:04
And yet, overall, we're doing
less and less of it.
less and less of it.
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Tot i així, cada cop ho fem menys.
00:06
[The Way We Work]
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[Com funcionem]
00:10
We know what we need to do.
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Sabem què hem de fer.
00:12
The question is: How do we do it?
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La pregunta és: com ho fem?
00:14
And that's what I'm here to teach you.
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Jo us ho explicaré.
00:16
Your savings behavior
isn't a question of how smart you are
isn't a question of how smart you are
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La vostra actitud d'estalvi
no depèn de si sou llestos
no depèn de si sou llestos
00:19
or how much willpower you have.
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o de la força de voluntat.
00:20
The amount we save depends
on the environmental cues around us.
on the environmental cues around us.
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Els estalvis depenen
dels factors ambientals.
dels factors ambientals.
00:24
Let me give you an example.
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Aquí teniu un exemple.
00:25
We ran a study in which, in one group,
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Vam fer un estudi on a un grup
00:28
we showed people
their income on a monthly basis.
their income on a monthly basis.
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se'ls mostraven
els seus ingresos mensuals.
els seus ingresos mensuals.
00:31
In another group, we showed people
their income on a weekly basis.
their income on a weekly basis.
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A l'altre grup sel's mostraven
els ingressos setmanals.
els ingressos setmanals.
00:34
And what we found was that people
who saw their income on a weekly basis
who saw their income on a weekly basis
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Vam descobrir que les persones
que veien el seus ingressos setmanalment
que veien el seus ingressos setmanalment
00:39
were able to budget better
throughout the month.
throughout the month.
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podien administrar-se millor
durant tot el mes.
durant tot el mes.
00:41
Now, it's important to know
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Ara bé, és important saber
00:42
that we didn't change
how much money people were receiving,
how much money people were receiving,
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que no vam canviar la quantitat rebuda,
simplement vam canviar els factors
pels quals entenien els seus ingressos.
pels quals entenien els seus ingressos.
00:45
we just changed the environment
in which they understood their income.
in which they understood their income.
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I els factors ambientals com aquest
suposen un gran canvi.
suposen un gran canvi.
00:48
And environmental cues
like this have an impact.
like this have an impact.
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00:51
So I'm not going to share tricks with you
that you already know.
that you already know.
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No compartiré amb vosaltres
trucs que ja coneixeu.
trucs que ja coneixeu.
00:54
I'm not going to tell you
how to open up a savings account
how to open up a savings account
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No us explicaré com obrir
un compte d'estalvi
un compte d'estalvi
00:57
or how to start saving
for your retirement.
for your retirement.
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o com estalviar per a la jubilació.
00:59
What I am going to share with you
is how to bridge this gap
is how to bridge this gap
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Us ensenyaré com omplir el forat
01:02
from your intentions to save
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entre la voluntat d'estalviar
01:03
and your actions.
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i les vostres accions.
01:05
Are you ready?
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Llestos?
01:06
Here's number one:
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Aquí va el número u:
aprofitar el poder del pre-compromís.
01:07
harness the power of pre-commitment.
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01:09
Fundamentally, we think about ourselves
in two different ways:
in two different ways:
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Fonamentalment, pensem en nosaltres
de dues maneres diferents:
de dues maneres diferents:
01:12
our present self and our future self.
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el nostre jo present i el nostre jo futur.
01:14
In the future, we're perfect.
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En el futur, som perfectes.
01:16
In the future, we're going to
save for retirement,
save for retirement,
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En el futur, estalviarem
per a la jubilació,
per a la jubilació,
01:19
we're going to lose weight,
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perdrem pes,
01:20
we're going to call our parents more.
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telefonarem més als pares.
01:22
But we oftentimes forget
that our future self
that our future self
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Però sovint oblidem que el nostre jo futur
01:24
is exactly the same person
as our present self.
as our present self.
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és exactament la mateixa persona
que el jo present.
que el jo present.
Sabem que un dels millors moments per
a l'estalvi és la devolució d'impostos.
a l'estalvi és la devolució d'impostos.
01:27
We know that one of the best times to save
is when you get your tax return.
is when you get your tax return.
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01:30
So we tried an A/B test.
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Així que vam fer un test d'A o B.
01:32
In the first group, we texted people
in early February,
in early February,
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Vam enviar un missatge al primer grup
al principi de febrer,
al principi de febrer,
01:36
hopefully before
they even filed for their taxes.
they even filed for their taxes.
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sortosament abans
de la declaració d'impostos.
de la declaració d'impostos.
01:38
And we asked them,
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I els vam preguntar:
"si us tornen part dels impostos,
quin percentatge us agradaria estalviar?"
quin percentatge us agradaria estalviar?"
01:39
"If you get a tax refund,
what percentage would you like to save?"
what percentage would you like to save?"
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01:43
Now this is a really hard question.
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És una pregunta realment difícil.
01:44
They didn't know if they would
receive a tax refund or how much.
receive a tax refund or how much.
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No sabien si tindrien una devolució
ni quina seria la quantitat.
ni quina seria la quantitat.
01:48
But we asked the question anyway.
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Però ho vam preguntar igualment.
01:50
In the second group, we asked people
right after they received their refund,
right after they received their refund,
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Al segon grup els vam preguntar
tot just després de la devolució,
tot just després de la devolució,
"quin percentatge us agradaria estalviar?"
01:54
"What percentage would you like to save?"
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01:56
Now, here's what happened.
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Això és el que va passar.
01:57
In that second condition, when people
just received their tax refund,
just received their tax refund,
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En el segon supòsit, on la gent
acabava de rebre la devolució,
acabava de rebre la devolució,
02:01
they wanted to save about 17 percent
of their tax refund.
of their tax refund.
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desitjaven estalviar
el 17 % de la devolució.
el 17 % de la devolució.
02:04
But in the condition when we asked people
before they even filed their taxes,
before they even filed their taxes,
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Però en el supòsit en què preguntàvem
a la gent abans de fer la declaració,
a la gent abans de fer la declaració,
02:09
savings rates increased
from 17 percent to 27 percent
from 17 percent to 27 percent
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el percentatge d'estalvi
augmentava d'un 17 a un 27 %
augmentava d'un 17 a un 27 %
quan se'ls preguntava al febrer.
02:13
when we asked in February.
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02:15
Why?
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Per què?
Perquè us esteu comprometent
amb el vostre jo futur,
amb el vostre jo futur,
02:16
Because you're committing
for your future self,
for your future self,
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02:18
and of course your future self
can save 27 percent.
can save 27 percent.
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i el vostre jo futur per suposat
que pot estalviar el 27 %.
que pot estalviar el 27 %.
02:21
These large changes in savings behavior
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Aquests canvis radicals
en l'actitud d'estalvi
en l'actitud d'estalvi
02:23
came from the fact that we changed
the decision-making environment.
the decision-making environment.
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provenen del fet de canviar
el context de la presa de decisions.
el context de la presa de decisions.
02:27
We want you to be able
to harness that same power.
to harness that same power.
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Volem que aprofiteu
aquest mateix poder.
aquest mateix poder.
02:29
So take a moment
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Preneu-vos un moment
02:30
and think about the ways in which
you can sign up your future self
you can sign up your future self
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per pensar en maneres en què
podeu acordar amb el jo futur
podeu acordar amb el jo futur
02:34
for something that you know today
will be a little bit hard.
will be a little bit hard.
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quelcom que actualment
seria una mica difícil.
seria una mica difícil.
02:37
Sign up for an app that lets you
make savings decisions in advance.
make savings decisions in advance.
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Registreu-vos en una aplicació per a
prendre decisions d'estalvi anticipades.
prendre decisions d'estalvi anticipades.
02:40
The trick is, you have to have
that binding contract.
that binding contract.
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El truc es tenir
aquest contracte vinculant.
aquest contracte vinculant.
02:44
Number two: use transition moments
to your advantage.
to your advantage.
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Número dos: utilitzeu els moments
de transició al vostre favor.
de transició al vostre favor.
02:47
We did an experiment with a website
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Vam fer un experiment en un lloc web
02:49
that helps older adults
share their housing.
share their housing.
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que ajuda a la gent gran
a compartir habitatge.
a compartir habitatge.
Vam publicar dos anuncis
a les xarxes socials
a les xarxes socials
02:52
We ran two ads on social media,
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02:54
targeted to the same
population of 64-year-olds.
population of 64-year-olds.
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dirigits a la mateixa població
de 64 anys d'edat.
de 64 anys d'edat.
02:57
In one group, we said,
"Hey, you're getting older.
"Hey, you're getting older.
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En un grup vam dir,
"Ei, t'estàs fent gran.
"Ei, t'estàs fent gran.
Estàs llest per a la jubilació?
03:00
Are you ready for retirement?
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Compartir casa pot ajudar".
03:01
House sharing can help."
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03:02
In the second group,
we got a little bit more specific
we got a little bit more specific
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En el segon grup vam ser
una mica més específics
una mica més específics
03:05
and said, "You're 64 turning 65.
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i vam dir: "Tens 64 i vas cap als 65.
Estàs llest per a la jubilació?
03:08
Are you ready for retirement?
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03:09
House sharing can help."
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Compartir casa pot ajudar".
03:10
What we're doing in that second group
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El que vam fer en el segon grup
03:12
is highlighting that
a transition is happening.
a transition is happening.
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és destacar que es troben
en una transició.
en una transició.
03:15
All of a sudden,
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De sobte,
03:16
we saw click-through rates,
and ultimately sign-up rates, increase
and ultimately sign-up rates, increase
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vam veure el nombre de clics
i d'enregistraments incrementar-se
i d'enregistraments incrementar-se
03:19
when we highlight that.
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quan ho vam destacar.
03:20
In psychology, we call this
the "fresh start effect."
the "fresh start effect."
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En psicologia s'anomena
"efecte de començar de nou".
"efecte de començar de nou".
03:23
Whether it's the start of a new year
or even a new season,
or even a new season,
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Tant si és l'inici d'un nou any
o una nova estació,
o una nova estació,
03:26
your motivation to act increases.
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la motivació per actuar s'incrementa.
03:29
So right now, put a meeting
request on your calendar
request on your calendar
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Així que ara mateix convoqueu
una reunió al calendari
una reunió al calendari
03:31
for the day before your next birthday.
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pel dia abans del vostre aniversari.
03:33
Identify the one financial thing
you most want to do.
you most want to do.
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Identifiqueu l'acció financera
que més voleu fer.
que més voleu fer.
03:37
And commit yourself to it.
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I comprometeu-vos-hi.
03:38
The third and final trick:
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El tercer i últim truc:
03:40
get a handle on small, frequent purchases.
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controleu les compres petites i freqüents.
03:43
We've run a few different studies
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Hem fet diversos estudis
03:45
and found that the number one purchase
people say they regret, after bank fees,
people say they regret, after bank fees,
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i hem descobert que la despesa que la gent
més lamenta després de les taxes bancàries
més lamenta després de les taxes bancàries
03:50
is eating out.
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és dinar fora.
03:51
It's a frequent purchase
we make almost every day,
we make almost every day,
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És una despesa freqüent
que fem gairebé diàriament
que fem gairebé diàriament
03:54
and it's death by a thousand cuts.
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i és una mort a foc lent.
03:56
A coffee here, a burrito there ...
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Un cafè per aquí, un burrito per allà...
03:59
It adds up and decreases
our ability to save.
our ability to save.
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Va sumant i disminueix
la capacitat d'estalvi.
la capacitat d'estalvi.
04:02
Back when I lived in New York City,
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Quan vivia a Nova York,
04:04
I looked at my expenses
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vaig mirar les meves despeses
04:05
and saw that I spent over 2,000 dollars
on ride-sharing apps.
on ride-sharing apps.
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i vaig veure que havia gastat uns 2000 $
en aplicacions de transport compartit.
en aplicacions de transport compartit.
04:10
It was more than my New York City rent.
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Era més que el meu lloguer a Nova York.
04:12
I vowed to make a change.
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Vaig prometre fer un canvi.
04:13
And the next month,
I spent 2,000 dollars again --
I spent 2,000 dollars again --
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El mes següent vaig tornar
a gastar 2000 $.
a gastar 2000 $.
04:16
no change, because the information
alone didn't change my behavior.
alone didn't change my behavior.
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Cap canvi, ja que només la informació
no va canviar el meu comportament.
no va canviar el meu comportament.
04:20
I didn't change my environment.
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No vaig canviar el meu entorn.
04:22
So now that I was 4,000 dollars
in the hole, I did two things.
in the hole, I did two things.
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Ara que el forat era de 4000 $,
vaig fer dues coses.
vaig fer dues coses.
04:26
The first is that I unlinked
my credit card
my credit card
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La primera va ser desvincular
la targeta de crèdit
la targeta de crèdit
de l'app per a compartir cotxe.
04:28
from my car-sharing apps.
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04:30
Instead, I linked a debit card
that only had 300 dollars a month.
that only had 300 dollars a month.
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A canvi vaig vincular una targeta de dèbit
que només tenia 300 $ al mes.
que només tenia 300 $ al mes.
04:34
If I needed more,
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Si necessitava més,
04:35
I had to go through the whole process
of adding a new card,
of adding a new card,
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havia de passar per tot el tràmit
d'afegir una targeta nova,
d'afegir una targeta nova,
04:38
and we know that every click,
every barrier, changes our behavior.
every barrier, changes our behavior.
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i sabem que cada clic, cada barrera,
canvia la nostra actitud.
canvia la nostra actitud.
04:42
We aren't machines.
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No som màquines.
04:44
We don't carry around an abacus every day,
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No portem un àbac amb nosaltres cada dia
04:46
adding up what we're spending,
in comparison to what we wanted.
in comparison to what we wanted.
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per sumar què gastem i comparar-ho
amb el que ens agradaria.
amb el que ens agradaria.
04:50
But what our brains are very good at
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Però els nostres cervells són molt bons
04:52
is counting up the number of times
we've done something.
we've done something.
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recordant quantes vegades
hem fet una cosa.
hem fet una cosa.
04:55
So I gave myself a limit.
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Així que em vaig posar un límit.
04:57
I can only use ride-sharing apps
three times a week.
three times a week.
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Només podia usar apps per compartir
cotxe tres cops per setmana.
cotxe tres cops per setmana.
05:01
It forced me to ration my travels.
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Això em va obligar a racionar
els meus desplaçaments.
els meus desplaçaments.
05:03
I got a handle on my car-sharing expenses
to the benefit of my husband,
to the benefit of my husband,
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Vaig controlar les despeses de compartir
cotxe, per sort pel meu marit,
cotxe, per sort pel meu marit,
05:07
because of the environmental
changes that I did.
changes that I did.
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gràcies als canvis a l'entorn
que vaig fer.
que vaig fer.
05:09
So get a handle on whatever
that purchase is for you,
that purchase is for you,
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Tingueu control sobre
aquest tipus de despesa
aquest tipus de despesa
05:12
and change your environment
to make it harder to do so.
to make it harder to do so.
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i canvieu el vostre entorn
per fer-la més difícil.
per fer-la més difícil.
05:16
Those are my tips for you.
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Aquests són els meus consells.
05:17
But I want you to remember one thing.
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Però vull que recordeu el següent.
05:20
As human beings, we can be irrational
when it comes to saving
when it comes to saving
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Com humans, podem ser irracionals
quan es tracta d'estalviar,
quan es tracta d'estalviar,
05:24
and spending and budgeting.
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gastar i pressupostar.
05:25
But luckily, we know this about ourselves,
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Per sort, som conscients d'això
05:28
and we can predict how we'll act
under certain environments.
under certain environments.
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i podem predir com actuarem
en certes circumstàncies.
en certes circumstàncies.
05:31
Let's do that with saving.
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Fem-ho estalviant.
05:33
Let's change our environment
to help our future selves.
to help our future selves.
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Canviem les circumstàncies
per ajudar els nostres jo futurs.
per ajudar els nostres jo futurs.
ABOUT THE SPEAKER
Wendy De La Rosa - Behavioral scientistWendy De La Rosa is a co-founder of Common Cents Lab, where she focuses on using behavioral science to help people make better financial decisions.
Why you should listen
Wendy De La Rosa's work has been published in Scientific American, PBS Newshour, Forbes and Tech Crunch. In addition, she was recently named a Forbes "30 Under 30" honoree and a Daisy and Paul Soros scholar. De La Rosa is also a PhD at Stanford's Graduate School of Business focusing on consumer behavior.
Prior to starting Common Cents Lab, De La Rosa helped start Google's first behavioral economics unit, optimizing product strategy and design, customer retention and engagement, and revenue across 30+ teams. She was also a researcher at The Wharton School at the University of Pennsylvania, where she collaborated with Dr. Adam Grant on research and application projects related to organizational behavior, employee motivation and burn-out. She was also a private equity investor at Goldman Sachs.
De La Rosa holds a bachelor's in economics with a concentration in management and finance from Wharton. She graduated summa cum laude and Phi Beta Kappa. In her spare time, De La Rosa leads a monthly behavioral economic reading and discussion series.
Wendy De La Rosa | Speaker | TED.com