TEDSalon NY2011
Sheena Iyengar: How to make choosing easier
Sheena Iyengar: Hvordan valgprocessen kan gøres nemmere
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Vi vil alle have specielle oplevelser og produkter -- men når vi står overfor 700 muligheder, stopper forbrugerne op. Ved hjælp af fascinerende ny forskning, demonstrerer Sheena lyengar, hvordan firmaer (og andre) kan forbedre oplevelsen af at vælge.
Sheena Iyengar - Psycho-economist
Sheena Iyengar studies how people choose (and what makes us think we're good at it). Full bio
Sheena Iyengar studies how people choose (and what makes us think we're good at it). Full bio
Double-click the English transcript below to play the video.
00:15
Do you know how many choices you make
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Ved I, hvor mange valg, man træffer
00:17
in a typical day?
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i løbet af en typisk dag?
00:20
Do you know how many choices you make
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Ved I, hvor mange valg man træffer
00:22
in typical week?
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i løbet af en typisk uge?
00:24
I recently did a survey
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Jeg gennemførte for nylig en undersøgelse
00:26
with over 2,000 Americans,
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med over 2.000 amerikanerne,
00:28
and the average number of choices
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og det gennemsnitlige antal valg,
00:30
that the typical American reports making
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som den typiske amerikaner siger, de træffer,
00:32
is about 70 in a typical day.
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er omkring 70 på en typisk dag.
00:35
There was also recently a study done with CEOs
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Der var for nylig også en undersøgelse med administrerende direktører,
00:39
in which they followed CEOs around for a whole week.
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hvor man fulgte direktørerne i en hel uge.
00:42
And these scientists simply documented all the various tasks
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Og disse videnskabsfolk dokumenterede alle de forskellige opgaver,
00:45
that these CEOs engaged in
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som disse direktører var med i,
00:47
and how much time they spent engaging
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og hvor meget tid de brugte på
00:49
in making decisions related to these tasks.
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beslutninger relateret til disse opgaver.
00:51
And they found that the average CEO
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Og de fandt, at den gennemsnitlige administrerende direktør
00:54
engaged in about 139 tasks in a week.
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deltog i omkring 139 opgaver på en uge.
00:57
Each task was made up of many, many, many sub-choices of course.
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Hver opgave bestod naturligvis af mange, mange, mange små beslutninger.
01:01
50 percent of their decisions
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50 procent af deres beslutninger
01:03
were made in nine minutes or less.
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blev foretaget på ni minutter eller mindre.
01:06
Only about 12 percent of the decisions
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Kun omkring 12 procent af beslutningerne
01:09
did they make an hour or more of their time.
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tog en time eller mere af deres tid.
01:13
Think about your own choices.
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Tænk over jeres egne valg.
01:15
Do you know how many choices
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Ved I, hvor mange valg
01:17
make it into your nine minute category
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der ender i jeres ni-minutter kategori
01:19
versus your one hour category?
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versus jeres én time kategori?
01:21
How well do you think you're doing
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Hvor godt synes I, at I
01:23
at managing those choices?
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klarer jeres valg?
01:26
Today I want to talk
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I dag vil jeg tale
01:28
about one of the biggest modern day choosing problems that we have,
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om ét af tidens største problemer mht. at træffe valg,
01:31
which is the choice overload problem.
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nemlig det at have for mange valg.
01:33
I want to talk about the problem
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Jeg vil tale om problemet
01:35
and some potential solutions.
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og nogle mulige løsninger.
01:37
Now as I talk about this problem,
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Når jeg nu taler om dette problem,
01:39
I'm going to have some questions for you
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har jeg nogle spørgsmål til jer,
01:41
and I'm going to want to know your answers.
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og jeg vil gerne høre jeres svar.
01:44
So when I ask you a question,
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Så når jeg stiller jer et spørgsmål,
01:46
since I'm blind,
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og siden jeg er blind,
01:48
only raise your hand if you want to burn off some calories.
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skal I kun række hånden op, hvis I vil brænde nogle kalorier af.
01:51
(Laughter)
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(Latter)
01:54
Otherwise, when I ask you a question,
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Ellers, når jeg stiller jer et spørgsmål,
01:56
and if your answer is yes,
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og hvis jeres svar er ja,
01:58
I'd like you to clap your hands.
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vil jeg gerne have at I klapper i hænderne.
02:00
So for my first question for you today:
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Så til mit første spørgsmål til jer i dag:
02:03
Are you guys ready to hear about the choice overload problem?
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Er I klar til at høre om problemet med for mange valg?
02:06
(Applause)
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(Bifald)
02:08
Thank you.
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Tak.
02:11
So when I was a graduate student at Stanford University,
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Da jeg var en specialestuderende ved Stanford University,
02:13
I used to go to this very, very upscale grocery store;
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plejede jeg at gå i dette meget, meget fornemme supermarked;
02:16
at least at that time it was truly upscale.
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på det tidspunkt var det i hvert fald virkelig fornemt.
02:18
It was a store called Draeger's.
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Butikken hed Draeger's.
02:21
Now this store, it was almost like going to an amusement park.
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Denne butik, det var næsten ligesom at tage i forlystelsespark.
02:24
They had 250 different kinds of mustards and vinegars
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De havde 250 forskellige slags sennep og eddike
02:27
and over 500 different kinds
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og mere end 500 forskellige slags
02:29
of fruits and vegetables
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frugt og grøntsager
02:31
and more than two dozen different kinds of bottled water --
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og mere end to dusin forskellige slags flaskevand --
02:34
and this was during a time when we actually used to drink tap water.
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og dette var i en tid, hvor vi faktisk plejede at drikke postevand.
02:38
I used to love going to this store,
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Jeg elskede at tage i den butik,
02:41
but on one occasion I asked myself,
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men ved én lejlighed spurgte jeg mig selv,
02:43
well how come you never buy anything?
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jamen, hvordan kan det være, du aldrig køber noget?
02:45
Here's their olive oil aisle.
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Her er deres gang med olivenolie.
02:47
They had over 75 different kinds of olive oil,
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De havde over 75 forskellige slags olivenolie,
02:49
including those that were in a locked case
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herunder dem der var i en kasse med lås,
02:51
that came from thousand-year-old olive trees.
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der kom fra tusind år gamle oliventræer.
02:55
So I one day decided to pay a visit to the manager,
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Så en dag besluttede jeg at tage en snak med bestyreren,
02:57
and I asked the manager,
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og jeg spurgte bestyreren,
02:59
"Is this model of offering people all this choice really working?"
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"Denne måde at give folk alle disse valgmuligheder, virker det?"
03:02
And he pointed to the busloads of tourists
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Og han pegede på de turistbusser fulde af turister,
03:04
that would show up everyday,
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der kom hver eneste dag,
03:06
with cameras ready usually.
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som regel med kameraerne klar.
03:08
We decided to do a little experiment,
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Vi besluttede at lave et lille eksperiment,
03:11
and we picked jam for our experiment.
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og vi valgte marmelade til vores eksperiment.
03:13
Here's their jam aisle.
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Her er deres gang med marmelade.
03:15
They had 348 different kinds of jam.
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De havde 348 forskellige slags marmelade.
03:17
We set up a little tasting booth
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Vi satte en lille bod med smagsprøver op
03:19
right near the entrance of the store.
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lige i nærheden af indgangen til butikken.
03:21
We there put out six different flavors of jam
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Vi opstillede enten seks smagsvarianter af marmelade
03:23
or 24 different flavors of jam,
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eller 24 smagsvarianter af marmelade,
03:26
and we looked at two things:
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og vi kiggede på to ting:
03:28
First, in which case
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Først, i hvilken situation
03:30
were people more likely to stop, sample some jam?
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var folk mest tilbøjelige til at stoppe, og smage noget marmelade?
03:33
More people stopped when there were 24, about 60 percent,
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Flere mennesker stoppede når der var 24, omkring 60 procent,
03:36
than when there were six,
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end når der var seks,
03:38
about 40 percent.
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omkring 40 procent.
03:40
The next thing we looked at
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Det næste vi kiggede på
03:42
is in which case were people more likely
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er, i hvilken situation folk så var mest tilbøjelig
03:44
to buy a jar of jam.
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til at købe et glas marmelade.
03:46
Now we see the opposite effect.
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Nu ser vi den modsatte virkning.
03:48
Of the people who stopped when there were 24,
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Af de mennesker, der stoppede, når der var 24,
03:50
only three percent of them actually bought a jar of jam.
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købte faktisk kun tre procent af dem et glas marmelade.
03:53
Of the people who stopped when there were six,
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Af de mennesker, der stoppede, når der var seks,
03:56
well now we saw that 30 percent of them
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jamen der så vi, at 30 procent af dem
03:58
actually bought a jar of jam.
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faktisk købte et glas marmelade.
04:00
Now if you do the math,
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Hvis man nu regner lidt på det,
04:02
people were at least six times more likely to buy a jar of jam
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var folk mindst seks gange så tilbøjelige til at købte et glas marmelade,
04:05
if they encountered six
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hvis de mødte seks,
04:07
than if they encountered 24.
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end hvis de mødte 24.
04:09
Now choosing not to buy a jar of jam
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Men at vælge ikke at købe et glas marmelade
04:11
is probably good for us --
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er sandsynligvis godt for os --
04:13
at least it's good for our waistlines --
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det er i hvert fald godt for vores livvidde --
04:15
but it turns out that this choice overload problem affects us
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men det viser sig, at dette her problem med for mange valg påvirker os
04:18
even in very consequential decisions.
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selv i meget betydningsfulde beslutninger.
04:21
We choose not to choose,
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Vi vælger ikke at vælge,
04:23
even when it goes against our best self-interests.
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selv når det går imod vores bedste egeninteresser.
04:26
So now for the topic of today: financial savings.
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Så nu til dagens emne: økonomiske besparelser.
04:29
Now I'm going to describe to you a study I did
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Nu vil jeg beskrive en undersøgelse for jer, som jeg gennemførte
04:33
with Gur Huberman, Emir Kamenica, Wei Jang
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med Gur Huberman, Emir Kamenica, Wei Jang,
04:36
where we looked at the retirement savings decisions
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hvor vi kiggede på beslutninger omkring pensionsopsparinger
04:40
of nearly a million Americans
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gjort af næsten en million amerikanere
04:43
from about 650 plans
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fra omkring 650 pensionsordninger
04:46
all in the U.S.
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alle i USA.
04:48
And what we looked at
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Og det vi kiggede på,
04:50
was whether the number of fund offerings
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var om antallet af fondsudbud,
04:52
available in a retirement savings plan,
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der var tilgængelige i en pensionsopsparing,
04:54
the 401(k) plan,
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401(k) planen,
04:56
does that affect people's likelihood
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påvirker det sandsynligheden for at
04:58
to save more for tomorrow.
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folk sparer mere sammen til i morgen.
05:00
And what we found
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Og det vi fandt ud af
05:02
was that indeed there was a correlation.
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var, at der faktisk var en sammenhæng.
05:05
So in these plans, we had about 657 plans
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Så i disse pensionsordninger havde vi omkring 657 af dem,
05:08
that ranged from offering people
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der spændte fra at tilbyde folk
05:10
anywhere from two to 59 different fund offerings.
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alt fra to til 59 forskellige fondsudbud.
05:13
And what we found was that,
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Og det vi fandt ud af var,
05:15
the more funds offered,
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at jo flere fonde, der udbydes,
05:17
indeed, there was less participation rate.
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jo mindre var deltagelsen minsandten.
05:20
So if you look at the extremes,
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Så hvis man ser på ekstremerne,
05:22
those plans that offered you two funds,
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for de ordninger, der tilbød to fonde,
05:24
participation rates were around in the mid-70s --
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lå deltagelsesfrekvensen på cirka midten af 70 procent --
05:27
still not as high as we want it to be.
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stadig ikke så høj, som vi ønsker at den skal være.
05:29
In those plans that offered nearly 60 funds,
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I disse ordninger, der tilbyder næsten 60 fonde,
05:32
participation rates have now dropped
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er deltagelsesfrekvensen nu faldet
05:35
to about the 60th percentile.
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til omkring 60 procent.
05:38
Now it turns out
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Nu viser det sig,
05:40
that even if you do choose to participate
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at selv hvis man vælger at deltage,
05:43
when there are more choices present,
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når der er flere valgmuligheder til stede,
05:45
even then, it has negative consequences.
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selv da, har det negative konsekvenser.
05:48
So for those people who did choose to participate,
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Så for dem, der vælger at deltage,
05:51
the more choices available,
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jo flere valgmuligheder der er,
05:53
the more likely people were
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jo mere sandsynligt var det, at folk
05:55
to completely avoid stocks or equity funds.
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i det hele taget undgik aktier eller aktiefonde.
05:58
The more choices available,
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Jo flere valgmuligheder, der var tilgængelige,
06:00
the more likely they were
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jo mere sandsynligt var det, at de
06:02
to put all their money in pure money market accounts.
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satte alle deres penge i rene pengemarkedskonti.
06:04
Now neither of these extreme decisions
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Nu er ingen af disse ekstreme beslutninger
06:06
are the kinds of decisions
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den slags beslutninger,
06:08
that any of us would recommend for people
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som nogen af os ville anbefale til mennesker,
06:10
when you're considering their future financial well-being.
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når man tænker på deres fremtidige økonomiske velfærd.
06:13
Well, over the past decade,
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I løbet af det seneste årti
06:15
we have observed three main negative consequences
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har vi observeret tre store negative konsekvenser
06:18
to offering people more and more choices.
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ved at tilbyde folk flere og flere valgmuligheder.
06:21
They're more likely to delay choosing --
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De er mere tilbøjelige til at forsinke det at vælge --
06:23
procrastinate even when it goes against their best self-interest.
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at udsætte, selv når det går imod deres bedste egeninteresse.
06:26
They're more likely to make worse choices --
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Der er større sandsynlighed for, at de foretager dårligere beslutninger --
06:28
worse financial choices, medical choices.
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dårligere finansielle valg, medicinske valg.
06:31
They're more likely to choose things that make them less satisfied,
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De er mere tilbøjelige til at vælge ting, der gør dem mindre tilfredse,
06:34
even when they do objectively better.
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selv når de objektivt gør det bedre.
06:37
The main reason for this
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Hovedårsagen til dette
06:39
is because, we might enjoy gazing at those giant walls
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er, at vi måske nyder at se på disse kæmpe vægge
06:43
of mayonnaises, mustards, vinegars, jams,
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af mayonnaise, sennepper, eddiker, marmelader,
06:45
but we can't actually do the math of comparing and contrasting
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men vi kan faktisk ikke finde ud af at sammenligne og kontrastere
06:48
and actually picking from that stunning display.
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og at vælge noget fra den flotte udstilling.
06:52
So what I want to propose to you today
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Så, hvad jeg vil foreslå jer i dag,
06:54
are four simple techniques --
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er fire enkle teknikker --
06:57
techniques that we have tested in one way or another
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teknikker, som vi har testet på den ene eller den anden måde
07:00
in different research venues --
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i forskellige forsknings omgivelser --
07:02
that you can easily apply
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som I let kan anvende
07:04
in your businesses.
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i jeres virksomheder.
07:06
The first: Cut.
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For det første: klippe.
07:08
You've heard it said before,
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I har hørt det før,
07:10
but it's never been more true than today,
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men det har aldrig været mere sandt end i dag,
07:12
that less is more.
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at mindre er mere.
07:14
People are always upset when I say, "Cut."
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Folk bliver altid oprevet, når jeg siger, "Klip."
07:17
They're always worried they're going to lose shelf space.
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De er altid bekymret over, at de kommer til at miste hyldeplads.
07:19
But in fact, what we're seeing more and more
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Men hvad vi faktisk ser mere og mere
07:22
is that if you are willing to cut,
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er, at hvis man er villig til at klippe,
07:24
get rid of those extraneous redundant options,
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at slippe af med disse irrelevante, overflødige muligheder,
07:26
well there's an increase in sales,
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jamen så er der også en stigning i salget,
07:28
there's a lowering of costs,
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der er en sænkning af omkostningerne,
07:30
there is an improvement of the choosing experience.
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der er en forbedring i erfaringerne ved at vælge.
07:34
When Proctor & Gamble
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Da Proctor & Gamble
07:36
went from 26 different kinds of Head & Shoulders to 15,
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gik fra 26 forskellige slags Head & Shoulders til 15,
07:38
they saw an increase in sales by 10 percent.
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oplevede de en stigning i salget på 10 procent.
07:41
When the Golden Cat Corporation
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Da the Golden Cat Corporation
07:43
got rid of their 10 worst-selling cat litter products,
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fjernede 10 af deres dårligst sælgende kattegrus,
07:45
they saw an increase in profits
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oplevede de en stigning i overskuddet
07:47
by 87 percent --
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på 87 pct. --
07:49
a function of both increase in sales
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en funktion af både en stigning i salget
07:51
and lowering of costs.
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og en sænkning af omkostningerne.
07:53
You know, the average grocery store today
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I ved, det gennemsnitlige supermarked i dag
07:55
offers you 45,000 products.
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tilbyder omkring 45.000 produkter.
07:57
The typical Walmart today offers you 100,000 products.
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Den typiske Walmart tilbyder i dag 100.000 produkter.
08:00
But the ninth largest retailer,
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Men den niende største detailhandler,
08:05
the ninth biggest retailer in the world today
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den niende største detailhandler i verden i dag
08:07
is Aldi,
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er Aldi,
08:09
and it offers you only 1,400 products --
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og de tilbyder kun 1.400 produkter --
08:12
one kind of canned tomato sauce.
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en slags dåsetomatsauce.
08:15
Now in the financial savings world,
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I den finansielle opsparingsverden
08:17
I think one of the best examples that has recently come out
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synes jeg, at et af de bedste eksempler, der for nylig er kommet ud
08:20
on how to best manage the choice offerings
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på hvordan man bedst administrere udvalget af tilbud,
08:23
has actually been something that David Laibson was heavily involved in designing,
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faktisk har været noget, som David Laibson var stærkt involveret i udformning af,
08:26
which was the program that they have at Harvard.
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hvilket var det program, de har på Harvard.
08:28
Every single Harvard employee
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Hver eneste Harvard medarbejder
08:30
is now automatically enrolled
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er nu automatisk tilmeldt
08:32
in a lifecycle fund.
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i en livscyklus fond.
08:34
For those people who actually want to choose,
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For de mennesker, som faktisk vil vælge,
08:36
they're given 20 funds,
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de bliver givet 20 midler,
08:38
not 300 or more funds.
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ikke 300 eller flere midler.
08:40
You know, often, people say,
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I ved, ofte, siger folk,
08:42
"I don't know how to cut.
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"Jeg ved ikke, hvordan vi skal klippe.
08:44
They're all important choices."
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De er alle vigtige valg."
08:46
And the first thing I do is I ask the employees,
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Og det første, jeg gør, er, at jeg beder medarbejderne,
08:49
"Tell me how these choices are different from one another.
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"Fortæl mig, hvordan disse valg er forskellige fra hinanden.
08:51
And if your employees can't tell them apart,
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Og hvis dine medarbejdere ikke kan skelne dem fra hinanden,
08:53
neither can your consumers."
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så kan dine forbrugere heller ikke."
08:56
Now before we started our session this afternoon,
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Før vi begynder vores møde her i eftermiddag,
08:59
I had a chat with Gary.
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havde jeg en snak med Gary.
09:01
And Gary said that he would be willing
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Og Gary sagde, at han ville være villig til
09:04
to offer people in this audience
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at tilbyde tilskuerne i dette publikum
09:06
an all-expenses-paid free vacation
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en alle-udgifter-betalt gratis ferie
09:09
to the most beautiful road in the world.
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til den smukkeste vej i verden.
09:13
Here's a description of the road.
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Her er en beskrivelse af vejen.
09:16
And I'd like you to read it.
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Og jeg ville gerne have, at I læser den.
09:18
And now I'll give you a few seconds to read it
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Og nu giver jeg jer et par sekunder til at læse den,
09:20
and then I want you to clap your hands
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og derefter vil jeg gerne have, at I klapper i hænderne,
09:22
if you're ready to take Gary up on his offer.
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hvis I er klar til at tage imod Garys tilbud.
09:24
(Light clapping)
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(Let bifald)
09:26
Okay. Anybody who's ready to take him up on his offer.
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Okay. Dem der er klar til at tage imod hans tilbud.
09:29
Is that all?
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Er det alle?
09:31
All right, let me show you some more about this.
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Okay, lad mig vise jer noget mere om dette.
09:34
(Laughter)
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(Latter)
09:37
You guys knew there was a trick, didn't you.
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I vidste, der var et trick, gjorde I ikke.
09:44
(Honk)
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(Båt)
09:46
Now who's ready to go on this trip.
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Hvem er nu klar til at tage på denne rejse.
09:49
(Applause)
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(Bifald)
09:51
(Laughter)
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(Latter)
09:53
I think I might have actually heard more hands.
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Jeg tror, at jeg måske har hørt flere hænder.
09:56
All right.
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All right.
09:58
Now in fact,
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Faktisk
10:00
you had objectively more information
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havde I objektivt flere oplysninger
10:02
the first time around than the second time around,
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den første gang end den anden gang,
10:04
but I would venture to guess
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men jeg vil vove at gætte,
10:06
that you felt that it was more real the second time around.
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at I mente, at det var mere virkeligt anden gang.
10:10
Because the pictures made it feel
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Fordi billederne gjorde følelsen
10:12
more real to you.
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mere virkelig for jer.
10:14
Which brings me to the second technique
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Hvilket fører mig til den anden teknik
10:16
for handling the choice overload problem,
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til håndtering af overlæs af valg problemet,
10:18
which is concretization.
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som er konkretisering.
10:20
That in order for people to understand
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For at mennesker kan forstå
10:22
the differences between the choices,
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forskellene mellem valgene,
10:24
they have to be able to understand
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skal de kunne forstå
10:26
the consequences associated with each choice,
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konsekvenserne, der er knyttet til hvert valg,
10:29
and that the consequences need to be felt
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og at konsekvenserne skal mærkes
10:32
in a vivid sort of way, in a very concrete way.
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på en livagtig måde, på en meget konkret måde.
10:36
Why do people spend an average of 15 to 30 percent more
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Hvorfor bruger mennesker i gennemsnit 15-30% mere,
10:39
when they use an ATM card or a credit card
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når de bruger et hævekort eller et kreditkort
10:41
as opposed to cash?
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i modsætning til kontant?
10:43
Because it doesn't feel like real money.
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Fordi det ikke føles som rigtige penge.
10:45
And it turns out
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Og det viser sig,
10:47
that making it feel more concrete
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at få det til at føles mere konkret
10:49
can actually be a very positive tool
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faktisk kan være et meget positivt værktøj
10:51
to use in getting people to save more.
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at bruge, til at få folk til at spare mere.
10:53
So a study that I did with Shlomo Benartzi
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En undersøgelse, som jeg gennemførte med Shlomo Benartzi
10:55
and Alessandro Previtero,
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og Alessandro Previtero,
10:57
we did a study with people at ING --
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vi gennemførte en undersøgelse med folk hos ING --
11:01
employees that are all working at ING --
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medarbejdere, der alle arbejder på ING --
11:04
and now these people were all in a session
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og disse mennesker var alle i et møde,
11:06
where they're doing enrollment for their 401(k) plan.
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hvor de laver indskrivning til deres 401(k) plan.
11:09
And during that session,
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Og under dette møde
11:11
we kept the session exactly the way it used to be,
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vi holdt mødet nøjagtig på samme måde, det plejer at være,
11:13
but we added one little thing.
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men vi tilføjede en lille ting.
11:16
The one little thing we added
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Den lille ting, vi tilføjede,
11:19
was we asked people
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var, at vi bad folk
11:21
to just think about all the positive things that would happen in your life
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tænke på alle de positive ting, der ville ske i deres liv,
11:24
if you saved more.
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hvis de sparede mere.
11:26
By doing that simple thing,
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Ved at gøre den enkle ting
11:29
there was an increase in enrollment by 20 percent
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var der en stigning i indskrivning på 20 procent,
11:32
and there was an increase in the amount of people willing to save
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og der var en stigning i mængden af folk, der var villige til at spare,
11:35
or the amount that they were willing to put down into their savings account
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eller det beløb, som de var villige til at sætte ind på deres opsparingskonto
11:38
by four percent.
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med fire procent.
11:40
The third technique: Categorization.
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Den tredje teknik: Kategorisering.
11:43
We can handle more categories
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Vi kan håndtere flere kategorier,
11:46
than we can handle choices.
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end vi kan håndtere valg.
11:48
So for example,
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Så for eksempel
11:50
here's a study we did in a magazine aisle.
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her er en undersøgelse, vi gennemførte i supermarkedsgangen med magasiner.
11:52
It turns out that in Wegmans grocery stores
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Det viser sig, at i Wegmans købmandsforretninger
11:54
up and down the northeast corridor,
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op af den nordøstlige korridor
11:56
the magazine aisles range anywhere
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er der et stort magasin udvalg
11:58
from 331 different kinds of magazines
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fra 331 forskellige slags magasiner
12:00
all the way up to 664.
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helt op til 664.
12:03
But you know what?
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Men ved I hvad?
12:05
If I show you 600 magazines
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Hvis jeg viser jer 600 magasiner
12:07
and I divide them up into 10 categories,
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og jeg deler dem op i 10 kategorier,
12:10
versus I show you 400 magazines
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kontra at jeg viser jer 400 blade
12:12
and divide them up into 20 categories,
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og deler dem op i 20 kategorier,
12:15
you believe that I have given you
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tror I at jeg har givet jer
12:17
more choice and a better choosing experience
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flere valg og en bedre vælgeroplevelse,
12:19
if I gave you the 400
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hvis jeg gav jer 400,
12:21
than if I gave you the 600.
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end hvis gav jeg jer 600.
12:23
Because the categories tell me how to tell them apart.
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Fordi kategorierne fortæller mig, hvordan jeg skal kende dem fra hinanden.
12:28
Here are two different jewelry displays.
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Her er to forskellige smykkeudstillinger.
12:31
One is called "Jazz" and the other one is called "Swing."
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En kaldes "Jazz" og den anden kaldes "Swing."
12:34
If you think the display on the left is Swing
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Hvis I tror udstillingen til venstre er Swing
12:37
and the display on the right is Jazz,
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og udstillingen til højre er Jazz,
12:40
clap your hands.
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så klap i jeres hænder.
12:42
(Light Clapping)
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(Let applaus)
12:44
Okay, there's some.
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Okay, der er nogle.
12:46
If you think the one on the left is Jazz and the one on the right is Swing,
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Hvis I tror at den til venstre er Jazz og den til højre er Swing,
12:48
clap your hands.
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klap i jeres hænder.
12:50
Okay, a bit more.
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Okay, lidt mere.
12:52
Now it turns out you're right.
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Det viser sig, at I har ret.
12:54
The one on the left is Jazz and the one on the right is Swing,
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Den til venstre er Jazz, og den til højre er Swing,
12:56
but you know what?
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men ved I hvad?
12:58
This is a highly useless categorization scheme.
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Dette er en meget ubrugelig kategoriseringsordning.
13:01
(Laughter)
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(Latter)
13:03
The categories need to say something
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Kategorierne er nødt til at sige noget
13:06
to the chooser, not the choice-maker.
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til vælgeren, ikke valgmageren.
13:09
And you often see that problem
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Og man ser ofte dette problem,
13:11
when it comes down to those long lists of all these funds.
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når det kommer til disse lange lister af alle disse midler.
13:14
Who are they actually supposed to be informing?
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Hvem er det egentlig, de skal informere?
13:18
My fourth technique: Condition for complexity.
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Min fjerde teknik: tilvænning til kompleksitet.
13:21
It turns out we can actually
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Det viser sig, at vi faktisk kan
13:23
handle a lot more information than we think we can,
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håndtere en masse flere oplysninger, end vi tror, vi kan,
13:25
we've just got to take it a little easier.
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vi skal bare tage det lidt mere roligt.
13:27
We have to gradually increase the complexity.
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Vi skal gradvist øge kompleksiteten.
13:30
I'm going to show you one example of what I'm talking about.
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Jeg vil vise jer et eksempel på, hvad jeg taler om.
13:33
Let's take a very, very complicated decision:
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Lad os tage en meget, meget kompliceret beslutning:
13:35
buying a car.
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at købe en bil.
13:37
Here's a German car manufacturer
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Her er en tysk bilproducent,
13:39
that gives you the opportunity to completely custom make your car.
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der giver mulighed for totalt at specialfremstille din bil.
13:42
You've got to make 60 different decisions,
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Man har at gøre med 60 forskellige beslutninger,
13:44
completely make up your car.
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lav din helt egen bil.
13:46
Now these decisions vary
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Nu varierer disse beslutninger
13:48
in the number of choices that they offer per decision.
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i antallet af valg, som de tilbyder pr. beslutning.
13:51
Car colors, exterior car colors --
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Bil farver, udvendige bil farver --
13:53
I've got 56 choices.
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Jeg har 56 valg.
13:55
Engines, gearshift -- four choices.
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Motorer, gearskift -- fire valgmuligheder.
13:58
So now what I'm going to do
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Det jeg nu vil gøre
14:00
is I'm going to vary the order in which these decisions appear.
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er, at jeg vil variere den rækkefølge som disse beslutninger vises.
14:03
So half of the customers
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Så halvdelen af kunderne
14:05
are going to go from high choice, 56 car colors,
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vil gå fra mange valg, 56 bil farver,
14:07
to low choice, four gearshifts.
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til få valg, fire gearskift.
14:10
The other half of the customers
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Den anden halvdel af kunderne
14:12
are going to go from low choice, four gearshifts,
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vil gå fra få valg, fire gearskift,
14:14
to 56 car colors, high choice.
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til 56 bil farver, mange valg.
14:17
What am I going to look at?
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Hvad ønsker jeg at se på?
14:19
How engaged you are.
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Hvor engageret man er.
14:21
If you keep hitting the default button per decision,
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Hvis man bliver ved med at trykke standardknappen ved hver beslutning,
14:24
that means you're getting overwhelmed,
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betyder det, at man er ved at blive overvældet,
14:26
that means I'm losing you.
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det betyder, jeg taber dig.
14:28
What you find
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Hvad vi ser
14:30
is the people who go from high choice to low choice,
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er, at de mennesker, der går fra mange valg til få valg,
14:32
they're hitting that default button over and over and over again.
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de rammer standardknappen igen og igen og igen.
14:35
We're losing them.
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Vi mister dem.
14:37
They go from low choice to high choice,
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De går fra få valg til mange valg,
14:39
they're hanging in there.
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de hænger på.
14:41
It's the same information. It's the same number of choices.
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Det er de samme oplysninger. Det er det samme antal valg.
14:44
The only thing that I have done
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Det eneste, jeg har gjort,
14:46
is I have varied the order
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er, jeg har varieret rækkefølgen,
14:48
in which that information is presented.
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hvor oplysningerne præsenteres.
14:50
If I start you off easy,
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Hvis jeg starter let,
14:52
I learn how to choose.
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lærer jeg, hvordan man vælger.
14:54
Even though choosing gearshift
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Selvom det at vælge gearskift
14:57
doesn't tell me anything about my preferences for interior decor,
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ikke fortæller mig noget om min præferencer for indvendige indretning,
15:00
it still prepares me for how to choose.
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forbereder det mig stadig til, hvordan jeg skal vælge.
15:03
It also gets me excited about this big product that I'm putting together,
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Det får mig også begejstret for dette store produkt, som jeg er ved at sammensætte,
15:06
so I'm more willing to be motivated
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så jeg er mere villig til at være motiveret
15:08
to be engaged.
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til at blive inddraget.
15:10
So let me recap.
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Så lad mig opsummere.
15:12
I have talked about four techniques
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Jeg har talt om fire teknikker
15:15
for mitigating the problem of choice overload --
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til at dæmpe overlæs af valg problemet --
15:18
cut -- get rid of the extraneous alternatives;
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klippe -- slippe af irrelevante alternativer;
15:21
concretize -- make it real;
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konkretisere -- gøre det virkeligt;
15:24
categorize -- we can handle more categories, less choices;
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kategorisere -- vi kan håndtere flere kategorier, færre valg;
15:28
condition for complexity.
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tilvænning til kompleksitet.
15:31
All of these techniques that I'm describing to you today
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Alle disse teknikker, som jeg beskriver for jer i dag,
15:34
are designed to help you manage your choices --
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er udviklet til at hjælpe jer med at administrere jeres valg --
15:37
better for you, you can use them on yourself,
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bedre for jer, I kan bruge dem på jer selv,
15:40
better for the people that you are serving.
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bedre for de personer, som I hjælper.
15:42
Because I believe that the key
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Fordi jeg tror på, at nøglen
15:44
to getting the most from choice
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til at få mest muligt ud af valg
15:46
is to be choosy about choosing.
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er at være selektiv om det at vælge.
15:49
And the more we're able to be choosy about choosing
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Og jo mere vi kan være selektive om at vælge,
15:51
the better we will be able
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jo bedre vil vi kunne
15:53
to practice the art of choosing.
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praktisere kunsten at vælge.
15:55
Thank you very much.
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Mange tak.
15:57
(Applause)
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(Bifald)
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