TEDxCambridge
Michael Norton: How to buy happiness
Michael Norton: Hvordan man køber lykke
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Ved TEDXCambridge, deler Michael Norton fascinerende research om hvordan penge , rigtig nok, kan købe lykke -- når du ikke bruger dem på dig selv. Hør på overraskende data over de mange måder hvorpå prosocial brug af penge kan gavne dig, dit arbejde, og (selvfølgelig) andre mennesker.
Michael Norton - Social science researcher
Through clever studies, Michael Norton studies how we feel about what we buy and spend. Full bio
Through clever studies, Michael Norton studies how we feel about what we buy and spend. Full bio
Double-click the English transcript below to play the video.
00:15
So I want to talk today about money and happiness,
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I dag vil jeg gerne snakke om penge og lykke,
00:18
which are two things
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som er to ting
00:20
that a lot of us spend a lot of our time thinking about,
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som mange af os bruger meget af vores tid til at tænke på,
00:22
either trying to earn them or trying to increase them.
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enten ved at prøver at tjene dem eller at forøge dem.
00:25
And a lot of us resonate with this phrase.
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Og mange af os kan kende os igen i den sætningen.
00:27
So we see it in religions and self-help books,
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Vi ser det i religion og i selvhjælpsbøger
00:29
that money can't buy happiness.
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at lykke ikke kan købes for penge.
00:31
And I want to suggest today that, in fact, that's wrong.
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I dag vil jeg foreslå at, det faktisk, er galt.
00:34
(Laughter)
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(Latter)
00:36
I'm at a business school, so that's what we do.
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Jeg arbejder på en handelsskole, så det er hvad vi gør.
00:38
So that's wrong, and, in fact, if you think that,
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Så det er fejl, og faktisk, hvis I tænker at
00:41
you're actually just not spending it right.
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I faktisk ikke bruger dem rigtig
00:43
So that instead of spending it the way you usually spend it,
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Så i stedet for at bruge pengene som I plejer,
00:45
maybe if you spent it differently,
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Så hvis I brugte dem anderledes,
00:47
that might work a little bit better.
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ville det fungere lidt bedre
00:49
And before I tell you the ways that you can spend it that will make you happier,
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Og før jeg fortæller jer hvordan I kan bruge dem så at de gør jer lykkeligere
00:52
let's think about the ways we usually spend it
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så lad os tænke på hvordan vi sædvanligvis bruger dem
00:54
that don't, in fact, make us happier.
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som faktisk ikke gør os lykkeligere.
00:56
We had a little natural experiment.
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Vi gennemførte et lille eksperiment.
00:58
So CNN, a little while ago, wrote this interesting article
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CNN skrev for et lille stykke tid siden, en interessant artikel
01:01
on what happens to people when they win the lottery.
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om hvad der sker med folk, når de vinder i lotteriet.
01:04
It turns out people think when they win the lottery their lives are going to be amazing.
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Det viser sig, at folk tror at når de vinder lotteriet, så vil deres liv blive fantastisk.
01:07
This article's about how their lives get ruined.
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Denne artikel omhandler hvordan deres liv bliver ødelagt.
01:09
So what happens when people win the lottery
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Så det der sker når mennesker vinder i lotteriet
01:11
is, number one, they spend all the money and go into debt,
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er, nummer et, at de bruger alle pengene og kommer i gæld,
01:14
and number two, all of their friends and everyone they've ever met
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og nummer to, alle deres venner og alle de nogensinde har mødt,
01:17
find them and bug them for money.
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finder dem og tigger dem om penge.
01:19
And it ruins their social relationships, in fact.
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Og det ødelægger faktisk deres sociale relationer.
01:21
So they have more debt and worse friendships
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Så de har mere gæld og dårligere venskaber
01:23
than they had before they won the lottery.
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end de havde før de vandt lotteriet.
01:25
What was interesting about the article
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Det der var interessant omkring artiklen
01:27
was people started commenting on the article, readers of the thing.
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var at folk begyndte at kommentere på artiklen, læserne af den.
01:30
And instead of talking about
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Og i stedet for at snakke om
01:32
how it had made them realize that money doesn't lead to happiness,
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hvordan det fik dem til at indse at penge ikke leder til lykke,
01:34
everyone instantly started saying,
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begyndte alle med det samme at sige,
01:36
"You know what I would do if I won the lottery ... ?"
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"Ved du hvad jeg ville gøre, hvis jeg vandt i lotteriet...?"
01:38
and fantasizing about what they'd do.
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og fantaserede om hvad de ville gøre.
01:40
And here's just two of the ones we saw that are just really interesting to think about.
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Og her er bare to af den slags vi så, som er virkelig interessante at tænke over.
01:43
One person wrote in, "When I win, I'm going to buy my own little mountain
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En person skrev til os "Når jeg vinder, vil jeg købe mit eget lille bjerg,
01:46
and have a little house on top."
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og bygge et lille hus på toppen."
01:48
(Laughter)
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(Latter)
01:50
And another person wrote, "I would fill a big bathtub with money
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Og en anden person skrev, "Jeg ville fylde et stort badekar med penge,
01:53
and get in the tub while smoking a big fat cigar
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og sætte mig i badekaret mens jeg røg en stor, fed cigar
01:55
and sipping a glass of champagne."
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og drak et glas champagne."
01:57
This is even worse now: "Then I'd have a picture taken
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Det her er endnu værre: "Så ville jeg få taget et billede
01:59
and dozens of glossies made.
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og få lavet dusinvis af højglans kopier.
02:01
Anyone begging for money or trying to extort from me
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Alle der ville tigge efter penge eller ville afpresse mig
02:03
would receive a copy of the picture and nothing else."
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ville få en kopi af billedet og ikke andet."
02:06
(Laughter)
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(Latter)
02:09
And so many of the comments were exactly of this type,
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Og mange af kommentarerne var præcis af denne type,
02:11
where people got money
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hvor folk fik penge
02:13
and, in fact, it made them antisocial.
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og, det faktisk, gjorde dem asociale.
02:15
So I told you that it ruins people's lives and that their friends bug them.
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Jeg fortalte Jer at det ødelægger menneskers liv og at deres venner irriterer dem.
02:18
It also, money often makes us feel very selfish
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Men penge gør os ofte også meget egoistiske
02:20
and we do things only for ourselves.
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og vi gør ting kun for os selv.
02:22
Well maybe the reason that money doesn't make us happy
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Men måske er årsagen til at penge ikke gør os lykkelige
02:24
is that we're always spending it on the wrong things,
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at vi altid bruger dem på de forkerte ting,
02:26
and in particular, that we're always spending it on ourselves.
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og især, bruger dem på os selv.
02:29
And we thought, I wonder what would happen
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Og vi tænkte, gad vide hvad der ville ske
02:31
if we made people spend more of their money on other people.
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hvis vi fik folk til at bruge flere af deres penge på andre mennesker.
02:33
So instead of being antisocial with your money,
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Så i stedet for at være asociale med dine penge,
02:36
what if you were a little more prosocial with your money?
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hvad hvis du i stedet var lidt mere prosocial med dine penge?
02:38
And we thought, let's make people do it and see what happens.
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Og vi tænkte, lad os få fok til det og se hvad der sker.
02:40
So let's have some people do what they usually do
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Så lad os se på nogle mennesker der gør hvad de plejer
02:42
and spend money on themselves,
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og bruger penge på sig selv,
02:44
and let's make some people give money away,
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og lad os få nogle folk til at give penge væk,
02:46
and measure their happiness and see if, in fact, they get happier.
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og måle deres lykke og se om de faktisk bliver lykkeligere.
02:49
So the first way that we did this.
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Så den første måde hvorpå vi gjorde dette.
02:51
On one Vancouver morning, we went out on the campus
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En morgen i Vancouver, tog vi ud på campus
02:53
at University of British Columbia
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på University of British Colombia.
02:55
and we approached people and said, "Do you want to be in an experiment?"
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og vi henvendte os til folk og sagde, "Vil du være med i et eksperiment?"
02:57
They said, "Yes."
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De sagde, "Ja."
02:59
We asked them how happy they were, and then we gave them an envelope.
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Vi spurgte dem om hvor lykkelige de var, og så gav vi dem en kuvert.
03:02
And one of the envelopes had things in it that said,
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Og en af disse kuverter havde en note i, hvor der stod
03:04
"By 5:00 pm today, spend this money on yourself."
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"Senest kl. 17 i dag, skal du have brugt disse penge på dig selv"
03:07
So we gave some examples of what you could spend it on.
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Så vi gav nogle eksempler på hvordan man kunne bruge dem.
03:10
Other people, in the morning, got a slip of paper that said,
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Andre mennesker, om morgenen, fik et stykke papir, hvor der stod,
03:12
"By 5:00 pm today, spend this money on somebody else."
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"Senest kl.17 i dag, skal du have brugt disse penge på en anden"
03:15
Also inside the envelope was money.
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Inde i kuverten var der også penge.
03:17
And we manipulated how much money we gave them.
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Og vi ændrede hvor mange penge vi gav dem.
03:19
So some people got this slip of paper and five dollars.
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Så nogen folk fik dette stykke papir og fem dollars.
03:22
Some people got this slip of paper and 20 dollars.
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Nogen folk fik dette stykke papir og 20 dollars.
03:25
We let them go about their day. They did whatever they wanted to do.
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Vi lod dem passe deres dag. De gjorde hvad de havde lyst til at gøre.
03:28
We found out that they did in fact spend it in the way that we asked them to.
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Vi fandt ud af, at de faktisk havde brugt dem som vi havde bedt dem om.
03:31
We called them up at night and asked them,
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Vi ringede til dem om aftenen, og spurgte dem,
03:33
"What'd you spend it on, and how happy do you feel now?"
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"Hvad brugte du dem på, og hvor lykkelig føler du dig lige nu?"
03:35
What did they spend it on?
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Hvad brugte de dem på?
03:37
Well these are college undergrads, so a lot of what they spent it on for themselves
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Nu er dette bachelorstuderende, så meget af det de bruger på sig selv
03:39
were things like earrings and makeup.
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var ting som øreringe og makeup.
03:41
One woman said she bought a stuffed animal for her niece.
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En kvinde sagde at hun havde købt et tøjdyr til sin niece.
03:44
People gave money to homeless people.
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Folk gav penge til hjemløse.
03:46
Huge effect here of Starbucks.
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Stor udslag her af Starbucks.
03:49
(Laughter)
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(Latter)
03:51
So if you give undergraduates five dollars, it looks like coffee to them
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Så hvis du giver bachelorstuderende fem dollars, ligner det en kop kaffe for dem
03:54
and they run over to Starbucks and spend it as fast as they can.
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og de løb over i Starbucks og brugte dem så hurtigt de kunne.
03:57
But some people bought a coffee for themselves, the way they usually would,
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Men nogle folk købte en kop kaffe til sig selv, som de normalt ville gøre,
04:00
but other people said that they bought a coffee for somebody else.
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imens andre folk sagde at de købte en kop kaffe til en anden.
04:02
So the very same purchase,
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Så det samme indkøb,
04:04
just targeted toward yourself
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bare rettet mod en selv,
04:06
or targeted toward somebody else.
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eller rettet mod en anden.
04:08
What did we find when we called them back at the end of the day?
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Hvad fandt vi ud af, da vi ringede til dem da dagen var omme?
04:10
People who spent money on other people got happier.
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Folk der brugte penge på andre mennesker blev lykkeligere.
04:12
People who spent money on themselves, nothing happened.
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Folk der brugte penge på sig selv, intet skete.
04:14
It didn't make them less happy, it just didn't do much for them.
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Det gjorde dem ikke mindre lykkelige, det gjorde bare ikke noget for dem.
04:17
And the other thing we saw is the amount of money doesn't matter that much.
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Og den anden ting vi så var, at beløbet ikke betyder så meget.
04:20
So people thought that 20 dollars would be way better than five dollars.
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Så folk troede at 20 dollars ville være meget bedre end fem dollars.
04:23
In fact, it doesn't matter how much money you spent.
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Men faktisk, så betyder det ikke noget hvor mange penge du bruger.
04:26
What really matters is that you spent it on somebody else
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Det der virkelig betyder noget, er at du bruger dem på en anden
04:28
rather than on yourself.
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i stedet for en selv.
04:30
We see this again and again
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Vi så det igen og igen
04:32
when we give people money to spend on other people instead of on themselves.
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når vi giver folk penge til at bruge på andre mennesker, i stedet for på sig selv.
04:35
Of course, these are undergraduates in Canada --
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Selvfølgelig, bachelorstuderende i Canada --
04:37
not the world's most representative population.
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ikke verdens mest repræsentative befolkning.
04:39
They're also fairly wealthy and affluent and all these other sorts of things.
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De er også forholdsvis rige og velstående og alle den slags ting.
04:42
We wanted to see if this holds true everywhere in the world
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Vi ville se om dette også passer alle steder i verden
04:45
or just among wealthy countries.
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eller kun blandt rige lande.
04:47
So we went, in fact, to Uganda and ran a very similar experiment.
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Så vi tog faktisk til Uganda og gennemførte et lignende eksperiment.
04:49
So imagine, instead of just people in Canada,
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Så forestil Jer, at i stedet for folk i Canada,
04:51
we said, "Name the last time you spent money on yourself or other people.
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sagde vi, "Nævn den sidste gang du brugte penge på dig selv eller andre mennesker.
04:54
Describe it. How happy did it make you?"
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Beskriv det. Hvor lykkelig blev du af det?"
04:56
Or in Uganda, "Name the last time you spent money
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Eller i Uganda, "Nævn den sidste gang du brugte penge
04:58
on yourself or other people and describe that."
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på dig selv eller andre mennesker og beskriv det."
05:01
And then we asked them how happy they are again.
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Og så spurgte vi dem igen om hvor lykkelige de var.
05:03
And what we see is sort of amazing
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Og det vi ser er faktisk forbløffende
05:05
because there's human universals on what you do with your money
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fordi der er universelle regler for hvordan du bruger dine penge
05:07
and then real cultural differences on what you do as well.
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og også rigtige kulturelle forskelle på hvad du gør også.
05:10
So for example,
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For eksempel,
05:12
one guy from Uganda says this.
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siger en fyr fra Uganda dette.
05:14
He said, "I called a girl I wished to love."
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Han sagde, "Jeg ringede til en pige jeg ønskede at elske."
05:16
They basically went out on a date,
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De gik i bund og grund på en date,
05:18
and he says at the end that he didn't "achieve" her up till now.
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og han siger til sidst, at han ikke "opnåede" hende før nu.
05:21
Here's a guy from Canada.
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Her er en fyr fra Canada.
05:24
Very similar thing.
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Meget tilsvarende.
05:26
"I took my girlfriend out for dinner.
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"Jeg tog min kæreste med ud at spise.
05:28
We went to a movie, we left early,
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Vi så en film, vi gik tidligt,
05:30
and then went back to her room for ... " only cake -- just a piece of cake.
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og tog hjem til hendes værelse ... " kun kage --
05:34
Human universal -- so you spend money on other people,
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Menneskelige universelle regler -- så du bruger penge på andre mennesker,
05:36
you're being nice to them.
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du er god ved dem.
05:38
Maybe you have something in mind, maybe not.
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Måske har du noget i tankerne, måske har du ikke.
05:40
But then we see extraordinary differences.
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Men så ser vi forbløffende forskelle.
05:42
So look at these two.
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Se på disse to.
05:44
This is a woman from Canada.
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Dette er en kvinde fra Canada.
05:46
We say, "Name a time you spent money on somebody else."
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Vi siger, "Nævn en gang hvor du brugte penge på en anden."
05:48
She says, "I bought a present for my mom.
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Hun siger, "Jeg købte en gave til min mor.
05:50
I drove to the mall in my car, bought a present, gave it to my mom."
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jeg kørte til centeret i min bil, købte en gave, gav den til min mor."
05:52
Perfectly nice thing to do.
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Rigtig flink ting at gøre.
05:54
It's good to get gifts for people that you know.
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Det er rart at give gaver til folk man kender.
05:56
Compare that to this woman from Uganda.
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Sammenlign det med denne kvinde fra Uganda.
05:58
"I was walking and met a long-time friend
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"Jeg var ude at gå og mødte en mangeårig veninde
06:00
whose son was sick with malaria.
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hvis søn var syg af malaria.
06:02
They had no money, they went to a clinic and I gave her this money."
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De havde ingen penge, de gik til en klinik og jeg gav hende disse penge."
06:05
This isn't $10,000, it's the local currency.
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Dette er ikke $10.000, det er den lokale møntenhed.
06:08
So it's a very small amount of money, in fact.
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Så det er faktisk et meget lille beløb.
06:10
But enormously different motivations here.
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Men utrolig forskellige motivationer her.
06:12
This is a real medical need,
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Dette er et rigtigt lægelig behov,
06:14
literally a life-saving donation.
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bogstaveligt talt en livreddende donation.
06:16
Above, it's just kind of, I bought a gift for my mother.
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Ovenover er det bare, jeg købte en gave til min mor.
06:18
What we see again though
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Hvad vi dog ser igen
06:20
is that the specific way that you spend on other people
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er at den specifikke måde hvorpå du spenderer på andre mennesker
06:22
isn't nearly as important
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ikke er nær så vigtig
06:24
as the fact that you spend on other people
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som det at du spenderer på andre mennesker
06:26
in order to make yourself happy,
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for at gøre dig selv glad,
06:28
which is really quite important.
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hvilket faktisk er rigtig vigtigt.
06:30
So you don't have to do amazing things with your money to make yourself happy.
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Så man behøver ikke at lave utrolige ting med dine penge, for at gøre dig selv glad.
06:33
You can do small, trivial things and yet still get these benefits from doing this.
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Man kan gøre små, trivielle ting, og stadig få disse fordele ved at at gøre det.
06:36
These are only two countries.
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Dette er kun to lande.
06:38
We also wanted to go even broader and look at every country in the world if we could
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Vi ville gerne kigge bredere på det, og se på alle lande i verden, hvis vi kunne,
06:41
to see what the relationship is between money and happiness.
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for at se hvad forholdet mellem penge og lykke er.
06:44
We got data from the Gallup Organization,
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Vi fik data fra Gallup Organisationen,
06:46
which you know from all the political polls that have been happening lately.
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som I kender fra alle de nylige politiske meningsmålinger.
06:49
They ask people, "Did you donate money to charity recently?"
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De spørger folk: "Har du doneret penge til velgørenhed for nylig?"
06:51
and they ask them, "How happy are you with your life in general?"
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og de spørger dem, "Hvor glad er du generelt for dit liv?"
06:54
And we can see what the relationship is between those two things.
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Og vi kan se hvad forholdet er mellem disse to ting.
06:56
Are they positively correlated? Giving money makes you happy.
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Er de positivt korreleret? At give penge gør dig glad.
06:59
Or are they negatively correlated?
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Eller er de negativt korreleret?
07:01
On this map, green will mean they're positively correlated
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På dette kort, betyder grøn at de er positivt korreleret
07:03
and red means they're negatively correlated.
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og rød betyder at de er negativt korreleret.
07:06
And you can see, the world is crazily green.
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Og som I kan se, så er verden sindssyg grøn.
07:08
So in almost every country in the world
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Så i næsten alle lande i verden
07:10
where we have this data,
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hvor vi har disse data,
07:12
people who give money to charity are happier people
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folk der giver penge til velgørenhed er gladere mennesker
07:14
that people who don't give money to charity.
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end mennesker der ikke giver penge til velgørenhed.
07:16
I know you're all looking at that red country in the middle.
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Jeg ved at I alle kigger på det røde land i midten.
07:19
I would be a jerk and not tell you what it is,
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Jeg kunne være en idiot og ikke fortælle Jer hvad det er,
07:21
but in fact, it's Central African Republic.
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men det er faktisk den Centralafrikanske Republik.
07:23
You can make up stories. Maybe it's different there for some reason or another.
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Man kan finde på historier. Måske er det anderledes der af en eller anden grund.
07:25
Just below that to the right is Rwanda though,
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Lige nedenunder det og til højre, ligger Rwanda,
07:27
which is amazingly green.
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som er forbløffende grønt.
07:29
So almost everywhere we look
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Så næsten uanset hvor vi kigger
07:31
we see that giving money away makes you happier
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ser vi at det at give penge væk, gør dig gladere
07:33
than keeping it for yourself.
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end at beholde det for dig selv.
07:35
What about your work life, which is where we spend all the rest of our time
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Hvad med dit arbejdsliv, hvor vi bruger resten af vores tid
07:38
when we're not with the people we know.
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når vi ikke er sammen med de mennesker vi kender.
07:40
We decided to infiltrate some companies and do a very similar thing.
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Vi besluttede os for at infiltrere nogle firmaer, og lave en lignende ting.
07:43
So these are sales teams in Belgium.
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Her er salgs teams i Belgien.
07:45
They work in teams; they go out and sell to doctors
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De arbejder i teams; de tager ud og sælger til læger
07:47
and try to get them to buy drugs.
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og prøver at få dem til at købe lægemidler.
07:49
So we can look and see how well they sell things
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Så vi kan se hvor godt de sælger ting
07:52
as a function of being a member of a team.
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som en funktion af at være et medlem af teamet.
07:54
Some teams, we give people on the team some money for themselves
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Nogle teams, vi giver nogle mennesker på teamet nogle penge til sig selv
07:56
and say, "Spend it however you want on yourself,"
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og siger, "Brug dem som du vil på dig selv",
07:58
just like we did with the undergrads in Canada.
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ligesom vi gjorde med de bachelorstuderende i Canada.
08:00
But other teams we say, "Here's 15 euro.
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Men ved andre teams siger vi, "Her er 15 euro.
08:02
Spend it on one of your teammates this week.
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Brug det på en af dine teammedlemmer i denne uge.
08:04
Buy them something as a gift or a present and give it to them.
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Køb noget til dem, en gave og giv det til dem.
08:07
And then we can see, well now we've got teams that spend on themselves
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Og så kan vi se, nu har vi teams der spenderer til sig selv
08:10
and we've got these prosocial teams
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og vi har disse prosociale teams
08:12
who we give money to make the team a little bit better.
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som vi giver penge for at gøre teamet lidt bedre.
08:14
The reason I have a ridiculous pinata there
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Grunden til at jeg har en latterlig fastelavnstønde her
08:16
is one of the teams pooled their money and bought a pinata,
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er at ét af teamsene, lagde alle deres penge sammen og købte en fastelavnstønde,
08:18
and they all got around and smashed the pinata and all the candy fell out and things like that.
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og de samlede sig om den og smadrede fastelavnstønden og al slik faldt ud og sådan.
08:21
A very silly, trivial thing to do,
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En meget, meget fjollet, triviel ting at gøre,
08:23
but think of the difference on a team that didn't do that at all,
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men tænk på forskellen på et team der slet ikke gjorde det,
08:26
that got 15 euro, put it in their pocket,
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som fik 15 euro, puttede pengene i lommen,
08:28
maybe bought themselves a coffee,
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måske købte en kop kaffe til sig selv,
08:30
or teams that had this prosocial experience
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eller teams der havde denne prosociale oplevelse
08:32
where they all bonded together to buy something and do a group activity.
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hvor de alle blev forbundet med hinanden til at købe noget og lave en gruppe aktivitet.
08:35
What we see is that, in fact, the teams that are prosocial sell more stuff
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Hvad vi faktisk ser er, at de teams der er mere prosociale sælger flere produkter
08:38
than the teams that only got money for themselves.
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end de teams der kun fik penge til sig selv.
08:40
And one way to think about it
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Og én måde at tænke over det på
08:42
is for every 15 euro you give people for themselves,
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er, at for hver 15 euro du giver folk til sig selv,
08:44
they put it in their pocket, they don't do anything different than they did before.
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som de putter i deres lomme, gør de ikke noget forskelligt end de gjorde før.
08:47
You don't get any money from that.
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Det får man ikke nogen penge ud af.
08:49
You actually lose money because it doesn't motivate them to perform any better.
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Man taber faktisk penge, fordi det motiverer dem ikke til at arbejde bedre.
08:52
But when you give them 15 euro to spend on their teammates,
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Men hvis man giver dem 15 euro til at bruge på holdet,
08:54
they do so much better on their teams
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så arbejder de meget bedre for teamet
08:56
that you actually get a huge win on investing this kind of money.
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så man får faktisk et stort udbytte af den slags penge.
08:59
And I realize that you're probably thinking to yourselves,
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Og jeg er klar over at I nok tænker for Jer selv,
09:01
this is all fine,
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det er alt sammen fint,
09:03
but there's a context that's incredibly important for public policy
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men der er en kontekst der er utrolig vigtig for almenvellet
09:05
and I can't imagine it would work there.
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og jeg kan ikke forestille mig at det ville virke der.
09:07
And basically that if he doesn't show me that it works here,
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Og hvis han egentlig ikke kan vise mig at det virker der,
09:09
I don't believe anything he said.
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så tror jeg ikke på noget af det han sagde.
09:11
And I know what you're all thinking about are dodgeball teams.
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Og jeg ved at i tænker på teams i høvdingebold.
09:14
(Laughter)
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(Latter)
09:16
This was a huge criticism that we got
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Det var en stor kritik vi modtog
09:18
to say, if you can't show it with dodgeball teams, this is all stupid.
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at hvis man ikke kan vise det med teams i høvdingebold, så er det alt sammen tåbeligt.
09:21
So we went out and found these dodgeball teams
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Så vi gik ud og fandt disse høvdingebold teams
09:23
and infiltrated them.
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og infiltrerede dem.
09:25
And we did the exact same thing as before.
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Og vi gjorde præcis det samme som før.
09:27
So some teams, we give people on the team money, they spend it on themselves.
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Så nogle teams, vi giver folk på teamet penge, de spenderer dem på sig selv.
09:30
Other teams, we give them money
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Andre teams, vi giver dem penge
09:32
to spend on their dodgeball teammates.
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til at spendere på deres holdkammerater.
09:34
The teams that spend money on themselves
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De teams der spenderede penge på sig selv
09:36
are just the same winning percentages as they were before.
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har den samme procentuelle mængde sejre, som de havde før.
09:38
The teams that we give the money to spend on each other,
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De teams vi gav penge som de kunne spendere på hinanden,
09:40
they become different teams
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de blev forandrede teams
09:42
and, in fact, they dominate the league by the time they're done.
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og faktisk, dominerede de ligaen da de var færdige.
09:44
Across all of these different contexts --
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På tværs af de forskellige kontekster --
09:46
your personal life, you work life,
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ens personlige liv, ens arbejdsliv,
09:48
even silly things like intramural sports --
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selv fjollede ting som firma sport --
09:50
we see spending on other people has a bigger return for you
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ser vi at det at spendere penge på andre mennesker, har et større udbytte for en selv
09:52
than spending on yourself.
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end hvis man spenderer på sig selv.
09:55
And so I'll just say, I think if you think money can't buy happiness
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Så jeg vil bare sige, hvis du tror at du ikke kan købe lykke for penge
09:57
you're not spending it right.
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så spenderer du dem forkert.
09:59
The implication is not you should buy this product instead of that product
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Det betyder ikke at du skal købe det ene produkt frem for det andet,
10:02
and that's the way to make yourself happier.
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og at det er måden til at gøre en mere lykkelig.
10:04
It's in fact, that you should stop thinking
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Det betyder faktisk, at man skal holde op med at tænke
10:06
about which product to buy for yourself
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på hvilket produkt man skal købe til sig selv
10:08
and try giving some of it to other people instead.
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og prøve at give noget at det til andre mennesker i stedet.
10:11
And we luckily have an opportunity for you.
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Og vi har heldigvis en mulighed for Jer.
10:14
DonorsChoose.org is a non-profit
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DonorsChoose.org er en non-profit
10:16
for mainly public school teachers in low-income schools.
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til hovedsageligt offentlige skolers lærere i lav-indkomst skoler.
10:19
They post projects,
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De poster projekter,
10:21
so they say, "I want to teach Huckleberry Finn to my class and we don't have the books,"
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og siger, "Jeg vil lære Huckleberry Finn til min klasse, men vi har ikke bøgerne",
10:23
or "I want a microscope to teach my students science
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eller "Jeg vil have et mikroskop til at undervise mine elever i fysik
10:25
and we don't have a microscope."
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og vi har ikke noget mikroskop."
10:27
You and I can go on and buy it for them.
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Du og jeg kan købe det til dem.
10:29
The teacher writes you a thank you note. The kids write you a thank you note.
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Læreren sender dig et takkekort. Børnene sender dig et takkekort.
10:32
Sometimes they send you pictures of them using the microscope.
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Nogle gange sender de billeder af at de bruger mikroskopet.
10:34
It's an extraordinary thing.
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Det er en ekstraordinær ting.
10:36
Go to the website and start yourself on the process
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Gå ind på websiden og gå i gang med processen
10:38
of thinking, again, less about "How can I spend money on myself?"
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med at tænke, igen, mindre om, "Hvordan kan jeg spendere penge på mig selv?"
10:41
and more about "If I've got five dollars or 15 dollars,
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og mere om "Hvis jeg har fem dollars eller 15 dollars,
10:44
what can I do to benefit other people?"
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hvad kan jeg gøre for at hjælpe andre mennesker?"
10:46
Because ultimately when you do that, you'll find that you'll benefit yourself much more.
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Fordi i sidste ende, når du gør det, finder du ud af, at du hjælper dig selv meget mere.
10:49
Thank you.
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Tak
10:51
(Applause)
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(Bifald)
ABOUT THE SPEAKER
Michael Norton - Social science researcherThrough clever studies, Michael Norton studies how we feel about what we buy and spend.
Why you should listen
Michael I. Norton is a professor of business administration in the marketing unit at the Harvard Business School. He holds a B.A. in Psychology and English from Williams and a Ph.D. in Psychology from Princeton. Prior to joining HBS, Professor Norton was a Fellow at the MIT Media Lab and MIT’s Sloan School of Management. His work has been published in a number of leading academic journals, including Science, the Journal of Personality and Social Psychology, Psychological Science, and the Annual Review of Psychology, and has been covered in media outlets such as the Economist, the Financial Times, the New York Times, the Wall Street Journal, and the Washington Post.
His research has twice been featured in the New York Times Magazine Year in Ideas issue, in 2007 (Ambiguity Promotes Liking) and 2009 (The Counterfeit Self). His “The IKEA Effect: When Labor Leads to Love” was featured in Harvard Business Review‘s Breakthrough Ideas for 2009.
Michael Norton | Speaker | TED.com