TEDGlobal 2010
Sheena Iyengar: The art of choosing
Sheena Iyengar: Umjetnost odabiranja
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Sheena Iyengar izučava način na koji donosimo odluke - i kako doživljavamo učinjene odabire. Na TEDGlobalu govori i o trivijalnim odabirima (Coca-Cola ili Pepsi) i o onima dubljima te predstavlja svoje pionirsko istraživanje koje otkriva neke iznenađujuće stavove o našim odlukama.
Sheena Iyengar - Psycho-economist
Sheena Iyengar studies how people choose (and what makes us think we're good at it). Full bio
Sheena Iyengar studies how people choose (and what makes us think we're good at it). Full bio
Double-click the English transcript below to play the video.
00:22
Today, I'm going to take you
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Danas ću vas povesti na put
00:24
around the world in 18 minutes.
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oko svijeta u 18 minuta.
00:26
My base of operations is in the U.S.,
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Glavnina mog djelovanja smještena je u SAD-u,
00:29
but let's start at the other end of the map,
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ali počnimo na drugom kraju zemljovida,
00:31
in Kyoto, Japan,
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u japanskom Kyotu.
00:33
where I was living with a Japanese family
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Tamo sam živjela u japanskoj obitelji
00:36
while I was doing part of my dissertational research
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dok sam obavljala dio istraživanja za disertaciju
00:38
15 years ago.
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prije 15 godina.
00:41
I knew even then that I would encounter
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I tada sam znala da ću susresti
00:43
cultural differences and misunderstandings,
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razlike u kulturi i nesporazume.
00:45
but they popped up when I least expected it.
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No iskočili su kad sam se tome najmanje nadala.
00:48
On my first day,
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Prvoga dana,
00:50
I went to a restaurant,
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otišla sam u restoran
00:52
and I ordered a cup of green tea with sugar.
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i naručila šalicu zelenog čaja sa šećerom.
00:54
After a pause, the waiter said,
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Nakon kraće šutnje konobar reče,
00:56
"One does not put sugar in green tea."
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"U zeleni se čaj ne stavlja šećer."
01:00
"I know," I said. "I'm aware of this custom.
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"Znam", rekoh. "Poznat mi je taj običaj.
01:02
But I really like my tea sweet."
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Ali zaista volim zaslađen čaj."
01:05
In response, he gave me an even more courteous version
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Kao odgovor ponudio mi je još ljubazniju verziju
01:08
of the same explanation.
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istog objašnjenja.
01:10
"One does not put sugar
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"Zeleni se čaj
01:12
in green tea."
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ne zaslađuje."
01:15
"I understand," I said,
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"Razumijem," rekoh,
01:17
"that the Japanese do not put sugar in their green tea,
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"da Japanci ne zaslađuju svoj zeleni čaj.
01:19
but I'd like to put some sugar
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Ali ja želim staviti malo šećera
01:21
in my green tea."
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u moj zeleni čaj."
01:23
(Laughter)
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(Smijeh)
01:25
Surprised by my insistence,
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Iznenađen mojim ustrajanjem,
01:27
the waiter took up the issue with the manager.
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konobar je slučaj prenio svom šefu.
01:29
Pretty soon,
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Ubrzo je uslijedila
01:31
a lengthy discussion ensued,
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poduža rasprava
01:33
and finally the manager came over to me and said,
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i naposljetku mi pristupi šef i kaže,
01:36
"I am very sorry. We do not have sugar."
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"Ispričavam se. Nemamo šećera."
01:39
(Laughter)
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(Smijeh)
01:41
Well, since I couldn't have my tea the way I wanted it,
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Dobro, budući da nisam mogla dobiti čaj kakav želim,
01:44
I ordered a cup of coffee,
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naručih kavu.
01:46
which the waiter brought over promptly.
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Konobar ju je odmah donio.
01:48
Resting on the saucer
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Na tanjuriću su se našle
01:50
were two packets of sugar.
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dvije vrećice šećera.
01:53
My failure to procure myself
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Neuspjeh da dobijem
01:56
a cup of sweet, green tea
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šalicu zaslađenog zelenog čaja
01:58
was not due to a simple misunderstanding.
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nije prouzročena običnim nesporazumom.
02:01
This was due to a fundamental difference
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Uzrok je bila temeljna razlika
02:03
in our ideas about choice.
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u našim poimanjima odabira.
02:06
From my American perspective,
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Iz moje američke perspektive,
02:08
when a paying customer makes a reasonable request
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kad kupac koji plaća iskaže razuman zahtjev
02:10
based on her preferences,
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na temelju svojih preferencija,
02:12
she has every right to have that request met.
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ima svako pravo da mu zahtjev bude ispunjen.
02:15
The American way, to quote Burger King,
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Američki je način, da citiram Burger King,
02:17
is to "have it your way,"
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"dobiti što i kako želiš"
02:19
because, as Starbucks says,
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jer, kako kaže Starbucks,
02:21
"happiness is in your choices."
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"sreća je u vašim odabirima."
02:23
(Laughter)
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(Smijeh)
02:25
But from the Japanese perspective,
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Ali iz japanske perspektive,
02:28
it's their duty to protect those who don't know any better --
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njihova je dužnost zaštititi one koji ne znaju bolje --
02:31
(Laughter)
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(Smijeh)
02:33
in this case, the ignorant gaijin --
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u ovom slučaju, neukog gaijina (ne-Japanca) --
02:35
from making the wrong choice.
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od krivih odabira.
02:38
Let's face it: the way I wanted my tea
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Budimo realni: način na koji htjedoh svoj čaj
02:40
was inappropriate according to cultural standards,
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bio je neprimjeren prema kulturološkim standardima,
02:43
and they were doing their best to help me save face.
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a oni su dali sve od sebe da mi pomognu sačuvati obraz.
02:46
Americans tend to believe
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Amerikanci vjeruju da
02:48
that they've reached some sort of pinnacle
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su dostigli neku vrstu vrhunca
02:50
in the way they practice choice.
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u načinu na koji obavljaju odabire.
02:52
They think that choice, as seen through the American lens
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Smatraju da odabir vidljiv kroz američku leću
02:55
best fulfills an innate and universal
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najbolje ispunjava urođenu i univerzalnu
02:57
desire for choice in all humans.
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želju za odabirom u svih ljudi.
03:00
Unfortunately,
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Nažalost,
03:02
these beliefs are based on assumptions
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ta su vjerovanja utemeljena na pretpostavkama
03:04
that don't always hold true
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koje ne vrijede uvijek
03:06
in many countries, in many cultures.
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u mnogim zemljama, u mnogim kulturama.
03:09
At times they don't even hold true
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Povremeno ne vrijede ni
03:11
at America's own borders.
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na samim granicama Amerike.
03:13
I'd like to discuss some of these assumptions
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Želim razmotriti neke od tih pretpostavki
03:15
and the problems associated with them.
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i s njima povezane probleme.
03:18
As I do so, I hope you'll start thinking
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Dok to činim, nadam se da ćete početi razmišljati
03:20
about some of your own assumptions
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o nekim vlastitim pretpostavkama
03:22
and how they were shaped by your backgrounds.
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i kako su ih oblikovali vaš odgoj i obrazovanje.
03:25
First assumption:
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Prva pretpostavka:
03:27
if a choice affects you,
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ako odabir utječe na vas,
03:29
then you should be the one to make it.
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vi biste trebali biti ti koji odabirete.
03:31
This is the only way to ensure
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To je jedini način da se zajamči
03:33
that your preferences and interests
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da će vaše preferencije i interesi
03:35
will be most fully accounted for.
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biti najpotpunije utemeljeni.
03:38
It is essential for success.
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To je bitno za uspjeh.
03:41
In America, the primary locus of choice
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U Americi je primarno mjesto odabira
03:44
is the individual.
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pojedinac.
03:46
People must choose for themselves, sometimes sticking to their guns,
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Ljudi moraju birati sami za sebe, katkad oštro ustrajući,
03:49
regardless of what other people want or recommend.
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bez obzira što ostali žele ili preporučuju.
03:52
It's called "being true to yourself."
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To se naziva "budi iskren prema sebi."
03:55
But do all individuals benefit
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No imaju li svi pojedinci koristi
03:57
from taking such an approach to choice?
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od takvog pristupa odabiru?
04:00
Mark Lepper and I did a series of studies
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Mark Lepper i ja proveli smo niz istraživanja
04:02
in which we sought the answer to this very question.
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tragajući za odgovorom na to pitanje.
04:05
In one study,
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U jednom istraživanju,
04:07
which we ran in Japantown, San Francisco,
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provedenom u Japantownu, San Francisco,
04:10
we brought seven- to nine-year-old Anglo- and Asian-American children
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doveli smo angloameričku i azijatsko-američku djecu u dobi od sedam
04:13
into the laboratory,
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do devet godina u laboratorij.
04:15
and we divided them up into three groups.
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Podijelili smo ih u tri skupine.
04:17
The first group came in,
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Ušla je prva skupina.
04:19
and they were greeted by Miss Smith,
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Pozdravila ih je gospođica Smith
04:21
who showed them six big piles of anagram puzzles.
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i pokazala im šest velikih hrpa zagonetki.
04:24
The kids got to choose which pile of anagrams they would like to do,
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Klinci su trebali odabrati koju hrpu zagonetki žele rješavati.
04:27
and they even got to choose which marker
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Čak su trebali odabrati i kojim će flomasterom
04:29
they would write their answers with.
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pisati svoje odgovore.
04:31
When the second group of children came in,
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Kad je ušla druga skupina djece,
04:33
they were brought to the same room, shown the same anagrams,
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uveli smo ih u istu prostoriju, pokazali im iste zagonetke,
04:36
but this time Miss Smith told them
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no tom zgodom gospođica Smith rekla im je
04:38
which anagrams to do
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koje zagonetke trebaju rješavati
04:40
and which markers to write their answers with.
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i kojim flomasterima trebaju pisati odgovore.
04:43
Now when the third group came in,
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Kad je ušla treća skupina djece,
04:46
they were told that their anagrams and their markers
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bilo im je rečeno da su zagonetke i flomastere
04:49
had been chosen by their mothers.
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odabrale njihove majke.
04:51
(Laughter)
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(Smijeh)
04:53
In reality,
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U stvarnosti,
04:55
the kids who were told what to do,
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klinci kojima je bilo rečeno što da rade,
04:57
whether by Miss Smith or their mothers,
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bilo da im je to rekla gđica Smith ili njihove majke,
04:59
were actually given the very same activity,
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zapravo su dobila identičnu zadaću
05:01
which their counterparts in the first group
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koju su slobodno odabrali njihovi protivnici
05:03
had freely chosen.
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u prvoj skupini.
05:05
With this procedure, we were able to ensure
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Takvim postupkom zajamčili smo
05:07
that the kids across the three groups
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da sva djeca iz sve tri skupine
05:09
all did the same activity,
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rješavaju istu zadaću.
05:11
making it easier for us to compare performance.
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To nam je olakšalo usporedbu rezultata.
05:14
Such small differences in the way we administered the activity
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Te sitne razlike u načinu zadavanja aktivnosti
05:17
yielded striking differences
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polučile su zapanjujuće razlike
05:19
in how well they performed.
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u postignutim rezultatima.
05:21
Anglo-Americans,
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Angloamerikanci,
05:23
they did two and a half times more anagrams
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riješili su dva i pol puta više zagonetki
05:26
when they got to choose them,
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koje su smjeli sami odabrati
05:28
as compared to when it was
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u usporedbi s onima kojima je
05:30
chosen for them by Miss Smith or their mothers.
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zagonetke birala gđica Smith ili njihove majke.
05:33
It didn't matter who did the choosing,
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Tko je odabirao nije bilo važno,
05:36
if the task was dictated by another,
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ako je zadaću zadao netko drugi,
05:38
their performance suffered.
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rezultat je trpio.
05:40
In fact, some of the kids were visibly embarrassed
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Neka su djeca, ustvari, bila vidno zbunjena
05:43
when they were told that their mothers had been consulted.
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kad im je rečeno da su se savjetovali s njihovim majkama.
05:46
(Laughter)
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(Smijeh)
05:48
One girl named Mary said,
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Djevojčica po imenu Mary rekla je,
05:50
"You asked my mother?"
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"Pitali ste moju mamu?"
05:53
(Laughter)
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(Smijeh)
05:55
In contrast,
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Za razliku od toga,
05:57
Asian-American children
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azijatsko-američka djeca
05:59
performed best when they believed
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postigla su najbolje rezultate kad su vjerovali
06:01
their mothers had made the choice,
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da su odabir načinile njihove majke,
06:04
second best when they chose for themselves,
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drugi najbolji rezultat kad su sama odabirala,
06:07
and least well when it had been chosen by Miss Smith.
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a najslabiji kad je odabirala gospođica Smith.
06:10
A girl named Natsumi
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Djevojčica Natsumi
06:12
even approached Miss Smith as she was leaving the room
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na izlasku iz prostorije čak je i prišla gospođici Smith,
06:14
and tugged on her skirt and asked,
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povukla je za suknju i pitala,
06:16
"Could you please tell my mommy
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"Možete li, molim Vas, reći mojoj mami
06:18
I did it just like she said?"
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da sam napravila baš onako kako je rekla?"
06:22
The first-generation children were strongly influenced
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Djeca prve generacije bila su pod snažnim utjecajem
06:25
by their immigrant parents'
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pristupa odabiru svojih
06:27
approach to choice.
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roditelja useljenika.
06:29
For them, choice was not just a way
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Odabir za njih nije bio samo način
06:31
of defining and asserting
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definiranja i potvrđivanja
06:33
their individuality,
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vlastite individualnosti,
06:35
but a way to create community and harmony
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nego način stvaranja zajedništva i sklada
06:37
by deferring to the choices
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priklanjanjem odabirima
06:39
of people whom they trusted and respected.
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ljudi kojima vjeruju i koje poštuju.
06:42
If they had a concept of being true to one's self,
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Da su poznavali koncept iskrenosti prema sebi,
06:45
then that self, most likely,
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tada to ja, najvjerojatnije,
06:47
[was] composed, not of an individual,
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ne bi bilo sačinjeno od individualnog,
06:49
but of a collective.
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već od kolektivnog.
06:51
Success was just as much about pleasing key figures
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Kod uspjeha radilo se koliko o zadovoljavanju ključnih osoba,
06:54
as it was about satisfying
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toliko i o zadovoljavanju
06:56
one's own preferences.
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vlastitih preferencija.
06:58
Or, you could say that
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Ili biste mogli reći da su
07:00
the individual's preferences were shaped
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preferencije pojedinca bile oblikovane
07:02
by the preferences of specific others.
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preferencijama određenih drugih osoba.
07:06
The assumption then that we do best
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Pretpostavka da najbolje postižemo
07:08
when the individual self chooses
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dok pojedinac sam odabire
07:10
only holds
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vrijedi samo
07:12
when that self
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kada je njegovo ja
07:14
is clearly divided from others.
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jasno odvojeno od drugih.
07:17
When, in contrast,
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Međutim, kada
07:19
two or more individuals
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dva ili više pojedinaca
07:21
see their choices and their outcomes
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vide svoje odabire i rezultate
07:23
as intimately connected,
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blisko povezanima,
07:25
then they may amplify one another's success
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tada mogu uvećati međusobni uspjeh
07:28
by turning choosing
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pretvarajući odabiranje
07:30
into a collective act.
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u kolektivni čin.
07:32
To insist that they choose independently
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Inzistirati da biraju samostalno
07:35
might actually compromise
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moglo bi zapravo ugroziti
07:37
both their performance
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i njihov rezultat
07:39
and their relationships.
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i njihove odnose.
07:41
Yet that is exactly what
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A opet, to je upravo ono
07:43
the American paradigm demands.
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što američka paradigma zahtijeva.
07:45
It leaves little room for interdependence
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Ostavlja malo prostora za međuovisnost
07:48
or an acknowledgment of individual fallibility.
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ili priznavanje pojedinačne pogrešivosti.
07:51
It requires that everyone treat choice
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Zahtijeva da svatko odabir smatra
07:54
as a private and self-defining act.
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osobnim i samoodređujućim činom.
07:58
People that have grown up in such a paradigm
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Ljudi koji odrastaju u takvoj paradigmi
08:00
might find it motivating,
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mogu to smatrati motivirajućim.
08:02
but it is a mistake to assume
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No pogrešno je pretpostavljati
08:04
that everyone thrives under the pressure
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da će svatko biti uspješan pod pritiskom
08:06
of choosing alone.
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odabira koji obavlja sam.
08:09
The second assumption which informs the American view of choice
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Druga pretpostavka koja pokazuje američki pogled na odabir
08:12
goes something like this.
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ide otprilike ovako.
08:14
The more choices you have,
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Što je veći izbor,
08:16
the more likely you are
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to je vjerojatnije da ćete
08:18
to make the best choice.
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odabrati najbolje.
08:20
So bring it on, Walmart, with 100,000 different products,
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Uzmite tako Walmart sa 100.000 različitih proizvoda,
08:23
and Amazon, with 27 million books
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Amazon s 27 milijuna knjiga
08:26
and Match.com with -- what is it? --
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i Match.com s -- koliko ono? --
08:28
15 million date possibilities now.
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15 milijuna mogućnosti za udvaranje.
08:32
You will surely find the perfect match.
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Sigurno ćete pronaći savršenog partnera.
08:35
Let's test this assumption
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Ispitajmo pretpostavku
08:37
by heading over to Eastern Europe.
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na primjeru Istočne Europe.
08:39
Here, I interviewed people
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Evo, intervjuirala sam ljude,
08:41
who were residents of formerly communist countries,
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stanovnike bivših komunističkih zemalja,
08:44
who had all faced the challenge
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koji su se svi suočili s izazovom
08:46
of transitioning to a more
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prelaska u demokratičnije,
08:48
democratic and capitalistic society.
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kapitalističko društvo.
08:51
One of the most interesting revelations
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Jedno od najzanimljivijih otkrića
08:53
came not from an answer to a question,
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nije došlo u odgovoru na pitanje,
08:55
but from a simple gesture of hospitality.
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nego u sitnoj gesti gostoljubivosti.
08:58
When the participants arrived for their interview,
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Kada su sudionici stigli na intervju,
09:01
I offered them a set of drinks:
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ponudila sam ih raznim pićima,
09:03
Coke, Diet Coke, Sprite --
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Coca-Colom, dijetnom Coca-Colom, Spriteom --
09:05
seven, to be exact.
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točnije, sa sedam raznih pića.
09:07
During the very first session,
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Tijekom prve runde ispitivanja,
09:09
which was run in Russia,
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održane u Rusiji,
09:11
one of the participants made a comment
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jedan je sudionik dao komentar
09:13
that really caught me off guard.
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koji me doista uhvatio nespremnu.
09:16
"Oh, but it doesn't matter.
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"Ah, nema veze.
09:18
It's all just soda. That's just one choice."
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Sve su to gazirana pića. To je samo jedan izbor."
09:21
(Murmuring)
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(Žamor)
09:23
I was so struck by this comment that from then on,
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Bila sam tako pogođena tim komentarom da sam od
09:25
I started to offer all the participants
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tog trenutka svim sudionicima počela nuditi
09:27
those seven sodas,
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tih sedam gaziranih pića.
09:29
and I asked them, "How many choices are these?"
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I pitala ih, "Koliko je to ponuđenih pića?"
09:32
Again and again,
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I uvijek iznova
09:34
they perceived these seven different sodas,
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doživljavali su tih sedam različitih gaziranih pića
09:37
not as seven choices, but as one choice:
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ne kao sedam pića na izbor, već kao jedan izbor:
09:40
soda or no soda.
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gazirano ili negazirano piće.
09:42
When I put out juice and water
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Potom sam izvadila voćni sok i vodu
09:44
in addition to these seven sodas,
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i dodala ih tim gaziranim pićima.
09:46
now they perceived it as only three choices --
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Sada su ih doživljavali kao samo tri pića na izbor --
09:48
juice, water and soda.
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voćni sok, vodu i gazirano piće.
09:51
Compare this to the die-hard devotion of many Americans,
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Usporedite to s tvrdoglavom odanošću mnogih Amerikanaca,
09:54
not just to a particular flavor of soda,
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ne samo određenom okusu gaziranog pića,
09:57
but to a particular brand.
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već i određenoj robnoj marki.
09:59
You know, research shows repeatedly
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Znate, istraživanja neprestano iznova pokazuju
10:02
that we can't actually tell the difference
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da zapravo ne razlikujemo
10:04
between Coke and Pepsi.
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Coca-Colu i Pepsi.
10:06
Of course, you and I know
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Naravno, vi i ja znamo
10:08
that Coke is the better choice.
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da je Coca-Cola bolji izbor.
10:10
(Laughter)
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(Smijeh)
10:16
For modern Americans who are exposed
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Modernim Amerikancima koji su izloženi
10:18
to more options and more ads associated with options
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većem broju mogućnosti i većem broju oglasa povezanih
10:21
than anyone else in the world,
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s mogućnostima od ikoga drugog u svijetu,
10:23
choice is just as much about who they are
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pitanje izbora je kako pitanje tko su oni,
10:25
as it is about what the product is.
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tako i pitanje što je taj proizvod.
10:28
Combine this with the assumption that more choices are always better,
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Spojite to s pretpostavkom da je veći izbor uvijek bolji
10:31
and you have a group of people for whom every little difference matters
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i imate skupinu ljudi kojoj je bitna svaka sitna razlika
10:34
and so every choice matters.
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pa je i svaki izbor bitan.
10:36
But for Eastern Europeans,
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No Istočnoeuropljanima
10:39
the sudden availability of all these
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neočekivana dostupnost svih tih
10:41
consumer products on the marketplace was a deluge.
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proizvoda široke potrošnje na tržištu bila je poplava.
10:44
They were flooded with choice
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Bili su preplavljeni izborom
10:46
before they could protest that they didn't know how to swim.
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prije nego što su mogli prosvjedovati da ne znaju plivati.
10:50
When asked, "What words and images
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Upitan "Koje riječi i slike
10:52
do you associate with choice?"
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povezujete s izborom?"
10:54
Grzegorz from Warsaw said,
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Grzegorz iz Varšave odgovorio je,
10:57
"Ah, for me it is fear.
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"Ah, ja se toga bojim.
10:59
There are some dilemmas you see.
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Ima tu nekih dilema, vidite.
11:01
I am used to no choice."
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Naviknut sam da nemam izbora."
11:03
Bohdan from Kiev said,
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Bohdan iz Kijeva odgovorio
11:05
in response to how he felt about
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je na pitanje kako doživljava
11:07
the new consumer marketplace,
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novo tržište robe široke potrošnje,
11:09
"It is too much.
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"To je previše.
11:11
We do not need everything that is there."
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Ne trebamo sve to što tamo postoji."
11:13
A sociologist from
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Sociolog iz
11:15
the Warsaw Survey Agency explained,
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varšavske agencije za istraživanje objasnio je,
11:18
"The older generation jumped from nothing
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"Starija generacija skočila je iz ničega
11:21
to choice all around them.
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u izbor svuda oko sebe.
11:23
They were never given a chance to learn
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Nikad nisu imali priliku naučiti
11:25
how to react."
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kako reagirati."
11:27
And Tomasz, a young Polish man said,
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A Tomasz, mladi Poljak, rekao je,
11:30
"I don't need twenty kinds of chewing gum.
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"Ne trebam dvadeset vrsta žvakaćih guma.
11:33
I don't mean to say that I want no choice,
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Ne kažem da želim ne imati izbora,
11:36
but many of these choices are quite artificial."
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ali puno ponuđenog na izbor prilično je umjetno."
11:40
In reality, many choices are between things
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U stvarnosti mnogi su izbori između stvari
11:43
that are not that much different.
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koje se baš toliko i ne razlikuju.
11:47
The value of choice
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Vrijednost izbora
11:49
depends on our ability
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ovisi o našoj sposobnosti
11:51
to perceive differences
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da opazimo razlike
11:53
between the options.
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između mogućnosti.
11:55
Americans train their whole lives
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Amerikanci cijeli život treniraju
11:57
to play "spot the difference."
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igru "uoči razliku."
12:00
They practice this from such an early age
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Vježbaju je od tako rane dobi
12:02
that they've come to believe that everyone
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da su počeli vjerovati da se svatko
12:04
must be born with this ability.
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mora roditi s tom sposobnošću.
12:06
In fact, though all humans share
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Ustvari, premda svi ljudi dijele
12:08
a basic need and desire for choice,
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temeljnu potrebu i želju za izborom,
12:11
we don't all see choice in the same places
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ne opažamo svi izbor na istim mjestima
12:14
or to the same extent.
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ili u istoj mjeri.
12:16
When someone can't see how one choice
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Ako netko ne vidi da je jedan izbor
12:18
is unlike another,
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drukčiji od drugog,
12:20
or when there are too many choices to compare and contrast,
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ili kada je previše izbora za usporedbu i kontrastiranje,
12:23
the process of choosing can be
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proces odabiranja može
12:25
confusing and frustrating.
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zbunjivati i frustrirati.
12:28
Instead of making better choices,
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Umjesto da odabiremo bolje,
12:30
we become overwhelmed by choice,
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postajemo preopterećeni izborom,
12:32
sometimes even afraid of it.
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katkad ga se čak i bojimo.
12:35
Choice no longer offers opportunities,
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Izbor više ne pruža mogućnosti,
12:37
but imposes constraints.
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već nameće ograničenja.
12:39
It's not a marker of liberation,
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Nije marker oslobođenja,
12:41
but of suffocation
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nego gušenja
12:43
by meaningless minutiae.
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beznačajnim detaljima.
12:45
In other words,
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Drugim riječima,
12:47
choice can develop into the very opposite
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izbor se može razviti u pravu suprotnost
12:49
of everything it represents
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svega što predstavlja
12:51
in America
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u Americi
12:53
when it is thrust upon those
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ako je nametnut onima
12:55
who are insufficiently prepared for it.
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koji nisu dovoljno pripremljeni za to.
12:58
But it is not only other people
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No nisu samo drugi ljudi
13:00
in other places
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na drugim mjestima
13:02
that are feeling the pressure
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ti koji osjećaju pritisak
13:04
of ever-increasing choice.
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sve većeg izbora.
13:06
Americans themselves are discovering
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Sami Amerikanci otkrivaju
13:08
that unlimited choice
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da neograničen izbor
13:10
seems more attractive in theory
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djeluje atraktivnije u teoriji
13:12
than in practice.
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nego u praksi.
13:14
We all have physical, mental
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Svi mi imamo fizička, mentalna
13:17
and emotional (Laughter) limitations
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i emocionalna ograničenja
13:19
that make it impossible for us
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koja nam onemogućuju
13:21
to process every single choice we encounter,
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da preradimo svaki pojedini izbor koji susrećemo,
13:24
even in the grocery store,
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čak i u trgovini hrane,
13:26
let alone over the course of our entire lives.
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da se i ne govori tijekom cijelog života.
13:29
A number of my studies have shown
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Nekoliko mojih studija pokazalo je
13:32
that when you give people 10 or more options
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da kad ljudima dadete 10 ili više mogućnosti
13:34
when they're making a choice, they make poorer decisions,
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pri odabiranju, oni donose lošije odluke,
13:37
whether it be health care, investment,
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bila to zdravstvena zaštita, ulaganja
13:39
other critical areas.
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ili druga važna područja.
13:41
Yet still, many of us believe
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Pa ipak, mnogi od nas vjeruju
13:43
that we should make all our own choices
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da bismo trebali sami odabirati
13:46
and seek out even more of them.
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i tražiti još više izbora.
13:49
This brings me to the third,
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To me dovodi do treće
13:52
and perhaps most problematic, assumption:
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i možda najproblematičnije pretpostavke:
13:55
"You must never
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"Izboru nikada
13:57
say no to choice."
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ne smiješ reći ne."
14:00
To examine this, let's go back to the U.S.
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Da bismo to ispitali, vratimo se u SAD,
14:02
and then hop across the pond to France.
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a potom ponovno 'preko bare' u Francusku.
14:05
Right outside Chicago,
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U predgrađu Chicaga
14:08
a young couple, Susan and Daniel Mitchell,
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mladi par, Susan i Daniel Mitchell,
14:10
were about to have their first baby.
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upravo je trebao dobiti svoje prvo dijete.
14:13
They'd already picked out a name for her,
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Već su odabrali i ime,
14:15
Barbara, after her grandmother.
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Barbara, po njezinoj baki.
14:18
One night, when Susan was seven months pregnant,
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Jedne noći, u sedmom mjesecu trudnoće,
14:21
she started to experience contractions
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Susan je osjetila trudove
14:23
and was rushed to the emergency room.
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i bila hitno odvezena u bolnicu.
14:26
The baby was delivered through a C-section,
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Barbara je rođena carskim rezom,
14:29
but Barbara suffered cerebral anoxia,
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no pretrpjela je cerebralnu anoksiju,
14:31
a loss of oxygen to the brain.
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pomanjkanje kisika u mozgu.
14:34
Unable to breathe on her own,
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Budući da nije mogla samostalno disati,
14:36
she was put on a ventilator.
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bila je priključena na respirator.
14:38
Two days later,
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Dva dana kasnije,
14:40
the doctors gave the Mitchells
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liječnici su Mitchellima
14:42
a choice:
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ponudili izbor.
14:44
They could either remove Barbara
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Mogli su Barbaru skinuti
14:46
off the life support,
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s aparata za održavanje života,
14:48
in which case she would die within a matter of hours,
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u kojem slučaju bi umrla u roku od nekoliko sati,
14:51
or they could keep her on life support,
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ili su je mogli zadržati na aparatima,
14:54
in which case she might still die
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u kojem bi slučaju svejedno mogla
14:56
within a matter of days.
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umrijeti za nekoliko dana.
14:58
If she survived, she would remain
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Ako bi preživjela, ostala bi
15:00
in a permanent vegetative state,
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u trajnom vegetirajućem stanju.
15:03
never able to walk, talk
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Nikada ne bi prohodala, progovorila
15:06
or interact with others.
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niti imala interakciju s drugima.
15:09
What do they do?
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I što su učinili?
15:11
What do any parent do?
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Što bi svaki roditelj učinio?
15:17
In a study I conducted
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U studiji koju sam provela
15:19
with Simona Botti and Kristina Orfali,
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sa Simonom Botti i Kristinom Orfali
15:21
American and French parents
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intervjuirali smo roditelje iz
15:23
were interviewed.
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Amerike i Francuske.
15:25
They had all suffered
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Svi su oni doživjeli
15:27
the same tragedy.
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istu tragediju.
15:29
In all cases, the life support was removed,
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U svim slučajevima, aparati su bili uklonjeni,
15:32
and the infants had died.
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a novorođenčad su umrla.
15:34
But there was a big difference.
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No postojala je velika razlika.
15:36
In France, the doctors decided whether and when
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U Francuskoj su liječnici odlučivali hoće li se i
15:39
the life support would be removed,
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kada ukloniti aparati,
15:42
while in the United States,
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dok su u Sjedinjenim Državama
15:44
the final decision rested with the parents.
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konačnu odluku donosili roditelji.
15:48
We wondered:
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Zanimalo nas je:
15:50
does this have an effect on how the parents
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je li to imalo utjecaja na način na koji se
15:52
cope with the loss of their loved one?
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roditelji nose s gubitkom djeteta?
15:55
We found that it did.
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Ustanovile smo da je imalo.
15:58
Even up to a year later,
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Čak i godinu dana kasnije
16:00
American parents
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američki su roditelji
16:02
were more likely to express negative emotions,
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češće iskazivali negativne emocije,
16:04
as compared to their French counterparts.
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za razliku od francuskih roditelja,
16:07
French parents were more likely to say things like,
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koji su češće govorili,
16:10
"Noah was here for so little time,
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"Noah je bio tako kratko s nama,
16:13
but he taught us so much.
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ali nas je toliko puno naučio.
16:15
He gave us a new perspective on life."
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Dao nam je nov pogled na život."
16:19
American parents were more likely to say things like,
399
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Američki su roditelji češće govorili,
16:22
"What if? What if?"
400
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"Što ako? Što ako?"
16:25
Another parent complained,
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Jedan je drugi roditelj izjavio,
16:27
"I feel as if they purposefully tortured me.
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"Osjećam se kao da su me namjerno mučili.
16:30
How did they get me to do that?"
403
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Kako su me pridobili da to učinim?"
16:33
And another parent said,
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Drugi je pak roditelj rekao,
16:35
"I feel as if I've played a role
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"Osjećam kao da sam odigrao ulogu
16:37
in an execution."
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u egzekuciji."
16:40
But when the American parents were asked
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No kad su američki roditelji bili upitani
16:42
if they would rather have had
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bi li radije da su odluku
16:44
the doctors make the decision,
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bili donijeli liječnici,
16:47
they all said, "No."
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svi su odreda rekli, "Ne."
16:49
They could not imagine
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Nisu mogli zamisliti
16:51
turning that choice over to another,
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prebacivanje tog odabira na nekog drugog,
16:53
even though having made that choice
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premda im je taj odabir
16:56
made them feel trapped,
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dao osjećaj uhvaćenosti u zamku,
16:58
guilty, angry.
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krivnje, ljutnje.
17:00
In a number of cases
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U brojnim slučajevima
17:02
they were even clinically depressed.
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patili su i od kliničke depresije.
17:05
These parents could not contemplate
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Ti roditelji nisu mogli razmišljati o
17:07
giving up the choice,
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prepuštanju odabira
17:09
because to do so would have gone contrary
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jer bi čineći to postupili protivno
17:11
to everything they had been taught
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svemu što ih se učilo
17:14
and everything they had come to believe
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i svemu u što su vjerovali
17:16
about the power
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kad je riječ o moći
17:18
and purpose of choice.
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i svrsi odabira.
17:21
In her essay, "The White Album,"
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U eseju "Bijeli album"
17:24
Joan Didion writes,
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Joan Didion piše,
17:27
"We tell ourselves stories
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"Pričamo si priče
17:29
in order to live.
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da bismo živjeli.
17:31
We interpret what we see,
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Tumačimo što vidimo,
17:33
select the most workable
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odabiremo najprikladnije
17:35
of the multiple choices.
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od višestrukih izbora.
17:37
We live entirely by the imposition
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Živimo potpuno od nametanja
17:39
of a narrative line
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narativne crte
17:41
upon disparate images,
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na nejednake slike,
17:43
by the idea with which we have learned to freeze
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od ideja s kojima smo naučili zamrzavati
17:46
the shifting phantasmagoria,
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izmjenjivu fantazmagoriju
17:48
which is our actual experience."
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koja je naše stvarno iskustvo."
17:53
The story Americans tell,
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Priča koju pričaju Amerikanci,
17:55
the story upon which
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priča o kojoj
17:57
the American dream depends,
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ovisi američki san
17:59
is the story of limitless choice.
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priča je izbora bez granica.
18:02
This narrative
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Ta priča
18:04
promises so much:
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obećava tako mnogo:
18:06
freedom, happiness,
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slobodu, sreću,
18:08
success.
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uspjeh.
18:10
It lays the world at your feet and says,
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Polaže vam svijet pred noge i kaže,
18:13
"You can have anything, everything."
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"Možeš imati sve, sve."
18:17
It's a great story,
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Sjajna je to priča
18:19
and it's understandable why they would be reluctant
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i razumljivo je zašto bi oklijevali
18:21
to revise it.
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revidirati je.
18:24
But when you take a close look,
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No pogledate li je izbliza,
18:26
you start to see the holes,
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vidjet ćete rupe,
18:28
and you start to see that the story
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uvidjet ćete da se priča može
18:30
can be told in many other ways.
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ispričati na mnogo drugih načina.
18:33
Americans have so often tried to
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Amerikanci često pokušavaju
18:35
disseminate their ideas of choice,
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proširiti svoje ideje o izboru,
18:38
believing that they will be, or ought to be,
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vjerujući da će one biti, ili bi trebale biti,
18:41
welcomed with open hearts and minds.
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dočekane otvorenih srca i umova.
18:44
But the history books and the daily news tell us
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No povijesni udžbenici i dnevne novine kazuju
18:47
it doesn't always work out that way.
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nam da nije uvijek tako.
18:50
The phantasmagoria,
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Fantazmagorija,
18:52
the actual experience that we try to understand
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stvarno iskustvo koje pokušavamo razumjeti
18:54
and organize through narrative,
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i organizirati kroz priču,
18:57
varies from place to place.
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mijenja se od mjesta do mjesta.
19:00
No single narrative serves the needs
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Nijedna jedina priča ne služi potrebama
19:02
of everyone everywhere.
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svakoga i svagdje.
19:06
Moreover, Americans themselves
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Štoviše, sami Amerikanci
19:09
could benefit from incorporating
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mogli bi profitirati uključivanjem
19:12
new perspectives into their own narrative,
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novih perspektiva u svoju vlastitu priču,
19:15
which has been driving their choices
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koja tako dugo upravlja njihovim
19:17
for so long.
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izborima.
19:20
Robert Frost once said that,
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Robert Frost jednom je rekao,
19:23
"It is poetry that is lost in translation."
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"Poezija se gubi u prijevodu."
19:27
This suggests that
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To znači da
19:29
whatever is beautiful and moving,
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što god je lijepo i dirljivo,
19:31
whatever gives us a new way to see,
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što god nam daje novi pogled,
19:34
cannot be communicated to those
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ne može se iskomunicirati onima
19:36
who speak a different language.
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koji govore drugim jezikom.
19:39
But Joseph Brodsky said that,
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No Joseph Brodsky je rekao,
19:41
"It is poetry
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"Poezija
19:43
that is gained in translation,"
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se dobiva u prijevodu,"
19:45
suggesting that translation
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Sugerirajući da prijevod
19:47
can be a creative,
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može biti kreativan,
19:49
transformative act.
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transformacijski čin.
19:52
When it comes to choice,
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Kad se radi o izboru,
19:54
we have far more to gain than to lose
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možemo daleko više dobiti nego izgubiti
19:57
by engaging in the many
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uključivanjem u brojne
20:00
translations of the narratives.
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prijevode priča.
20:03
Instead of replacing
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Umjesto zamjene
20:05
one story with another,
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jedne priče drugom
20:07
we can learn from and revel in
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možemo učiti na i uživati u
20:09
the many versions that exist
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brojnim verzijama koje postoje
20:12
and the many that have yet to be written.
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i brojnima koje će tek biti napisane.
20:15
No matter where we're from
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Bez obzira otkuda smo
20:18
and what your narrative is,
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i kakva je naša priča,
20:20
we all have a responsibility
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svi imamo odgovornost
20:22
to open ourselves up to a wider array
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otvoriti se širem spektru
20:24
of what choice can do,
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onoga što izbor može učiniti
20:27
and what it can represent.
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i što može predstavljati.
20:30
And this does not lead to
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A to ne vodi ka
20:32
a paralyzing moral relativism.
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paralizirajućem moralnom relativizmu.
20:35
Rather, it teaches us when
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Naprotiv, podučava nas kada
20:37
and how to act.
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i kako postupiti.
20:39
It brings us that much closer
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Dovodi nas znatno bliže
20:41
to realizing the full potential of choice,
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shvaćanju punog potencijala izbora,
20:44
to inspiring the hope
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nadahnjivanju nadom
20:46
and achieving the freedom
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i postizanju slobode
20:48
that choice promises
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koju izbor obećava,
20:50
but doesn't always deliver.
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ali ne daje uvijek.
20:52
If we learn to speak to one another,
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Naučimo li govoriti jedni s drugima,
20:55
albeit through translation,
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makar i putem prijevoda,
20:58
then we can begin to see choice
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tada možemo početi sagledavati
21:00
in all its strangeness,
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izbor u svoj njegovoj neobičnosti,
21:02
complexity
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složenosti
21:05
and compelling beauty.
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i neodoljivoj ljepoti.
21:07
Thank you.
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Hvala vam.
21:09
(Applause)
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(Pljesak)
21:20
Bruno Giussani: Thank you.
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Bruno Giussani: Hvala.
21:23
Sheena, there is a detail about your biography
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Sheena, ima jedna pojedinost u tvom životopisu
21:26
that we have not written in the program book.
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koju nismo naveli u programskoj knjižici.
21:28
But by now it's evident to everyone in this room. You're blind.
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No sada je vidljiva svima u dvorani. Ti si slijepa.
21:31
And I guess one of the questions on everybody's mind is:
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I pretpostavljam da svima pada na um pitanje:
21:34
How does that influence your study of choosing
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Kako to utječe na tvoje izučavanje odabiranja
21:37
because that's an activity
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jer za većinu ljudi to je aktivnost
21:39
that for most people is associated with visual inputs
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koja se povezuje s vizualnim dojmovima
21:42
like aesthetics and color and so on?
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kao što su estetika, boja i drugo?
21:46
Sheena Iyengar: Well, it's funny that you should ask that
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Sheena Iyengar: Pa, zgodno je što to pitate
21:48
because one of the things that's interesting about being blind
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jer jedna od zanimljivih stvari vezanih uz sljepoću
21:51
is you actually get a different vantage point
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je da ustvari dobivate drukčiji kut gledanja
21:53
when you observe the way
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kad promatrate način
21:55
sighted people make choices.
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na koji odabiru videći ljudi.
21:57
And as you just mentioned, there's lots of choices out there
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I kao što ste upravo spomenuli, mnogo je izbora oko nas
21:59
that are very visual these days.
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koji su danas vrlo vizualni.
22:01
Yeah, I -- as you would expect --
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Da, kako biste i očekivali -
22:03
get pretty frustrated by choices
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prilično me frustriraju odabiri
22:05
like what nail polish to put on
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kao što je koji lak za nokte uzeti
22:07
because I have to rely on what other people suggest.
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jer se moram osloniti na tuđe prijedloge.
22:09
And I can't decide.
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I ne mogu odlučiti.
22:11
And so one time I was in a beauty salon,
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Tako sam jednom bila u salonu ljepote
22:13
and I was trying to decide between two very light shades of pink.
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i pokušavala sam odabrati između dvije vrlo svijetle nijanse ružičaste.
22:16
And one was called "Ballet Slippers."
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Jedna se zvala "Baletne papučice",
22:18
And the other one was called "Adorable."
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a druga je bila "Očaravajuća."
22:21
(Laughter)
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(Smijeh)
22:23
And so I asked these two ladies,
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Pa sam upitala dvije gospođe.
22:25
and the one lady told me, "Well, you should definitely wear 'Ballet Slippers.'"
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Jedna mi je rekla, "Pa, Vi biste definitivno trebali nositi 'Baletne papučice.'"
22:27
"Well, what does it look like?"
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"Pa kako izgleda?"
22:29
"Well, it's a very elegant shade of pink."
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"Pa to je vrlo elegantna nijansa ružičaste."
22:31
"Okay, great."
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"U redu, sjajno."
22:33
The other lady tells me to wear "Adorable."
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Druga mi je gospođa rekla da nosim "Očaravajuću."
22:35
"What does it look like?"
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"Kako izgleda?"
22:37
"It's a glamorous shade of pink."
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"To je glamurozna nijansa ružičaste."
22:41
And so I asked them, "Well, how do I tell them apart?
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Onda sam ih upitala, "Dobro, a kako da ih razlikujem?
22:43
What's different about them?"
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Po čemu su različite?"
22:45
And they said, "Well, one is elegant, the other one's glamorous."
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A one rekoše, "Pa jedna je elegantna, a druga je glamurozna."
22:47
Okay, we got that.
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OK, shvatili smo.
22:49
And the only thing they had consensus on:
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I jedina stvar oko koje su se složile:
22:51
well, if I could see them, I would
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da mogu vidjeti, ja bih
22:53
clearly be able to tell them apart.
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sigurno mogla razlikovati te nijanse.
22:55
(Laughter)
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(Smijeh)
22:57
And what I wondered was whether they were being affected
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A ja sam se pitala jesu li one pod utjecajem
23:00
by the name or the content of the color,
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naziva ili sadržaja boje.
23:02
so I decided to do a little experiment.
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Tako odlučih napraviti mali eksperiment.
23:05
So I brought these two bottles of nail polish into the laboratory,
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Ponijela sam te dvije bočice laka za nokte u laboratorij
23:08
and I stripped the labels off.
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i odstranila naljepnice s njih.
23:10
And I brought women into the laboratory,
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I dovela žene u laboratorij
23:12
and I asked them, "Which one would you pick?"
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te ih upitala, "Koju biste odabrali?"
23:14
50 percent of the women accused me of playing a trick,
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50 posto žena optužilo me da sam izvela trik
23:17
of putting the same color nail polish
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i stavila lak za nokte iste boje
23:19
in both those bottles.
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u obje bočice.
23:21
(Laughter)
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(Smijeh)
23:23
(Applause)
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(Pljesak)
23:27
At which point you start to wonder who the trick's really played on.
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U tom se trenutku počinjete pitati tko je stvarno nasjeo na trik.
23:30
Now, of the women that could tell them apart,
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A žene koje su ih razlikovale,
23:33
when the labels were off, they picked "Adorable,"
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dok su naljepnice bile skinute, birale su "Očaravajuću",
23:36
and when the labels were on,
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a dok su naljepnice bile gore,
23:38
they picked "Ballet Slippers."
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odabrale su "Baletne papučice."
23:41
So as far as I can tell,
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Koliko mogu reći,
23:43
a rose by any other name
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ruža nazvana drugim imenom
23:45
probably does look different
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vjerojatno izgleda drukčije,
23:47
and maybe even smells different.
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a možda i miriše drukčije.
23:50
BG: Thank you. Sheena Iyengar. Thank you Sheena.
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BG: Hvala. Sheena Iyengar. Hvala, Sheena.
23:53
(Applause)
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(Pljesak)
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