TEDGlobal 2010
Sheena Iyengar: The art of choosing
シ―ナ・アイアンガ―: 選択術
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シーナ・アイアンガーは人が選択する方法や傾向、感情を研究しています。TEDGlobalでは、コーラVSペプシといった日常的な選択からシリアスなものに渡り、選択における 驚くべき見解を明らかにします。
Sheena Iyengar - Psycho-economist
Sheena Iyengar studies how people choose (and what makes us think we're good at it). Full bio
Sheena Iyengar studies how people choose (and what makes us think we're good at it). Full bio
Double-click the English transcript below to play the video.
00:22
Today, I'm going to take you
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今日は18分間
00:24
around the world in 18 minutes.
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みなさんを世界に案内します
00:26
My base of operations is in the U.S.,
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私の活動ベースは米国ですが
00:29
but let's start at the other end of the map,
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まずは 遠く離れた―
00:31
in Kyoto, Japan,
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京都での話から始めます
00:33
where I was living with a Japanese family
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日本人家庭に下宿し
00:36
while I was doing part of my dissertational research
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学位論文の調査をしていました
00:38
15 years ago.
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15年前のことです
00:41
I knew even then that I would encounter
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カルチャーショックや誤解を
00:43
cultural differences and misunderstandings,
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経験するとは思っていましたが
00:45
but they popped up when I least expected it.
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予想もしない形で訪れました
00:48
On my first day,
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日本到着の１日目
00:50
I went to a restaurant,
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レストランに入り
00:52
and I ordered a cup of green tea with sugar.
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“砂糖入り”の緑茶をオーダー
00:54
After a pause, the waiter said,
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ウェイターが一瞬戸惑い 言いました
00:56
"One does not put sugar in green tea."
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“緑茶に砂糖は入れません”
01:00
"I know," I said. "I'm aware of this custom.
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“その習慣は知っていますが
01:02
But I really like my tea sweet."
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甘い緑茶が好きなんです”
01:05
In response, he gave me an even more courteous version
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前よりも礼儀正しい口調で
01:08
of the same explanation.
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同じことを言われました
01:10
"One does not put sugar
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“緑茶には…
01:12
in green tea."
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砂糖を入れませんので…”
01:15
"I understand," I said,
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“日本人が無糖で飲むのは
01:17
"that the Japanese do not put sugar in their green tea,
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十分存じていますが
01:19
but I'd like to put some sugar
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わたくしは
01:21
in my green tea."
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砂糖を入れるんです”
01:23
(Laughter)
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(会場の笑い声）
01:25
Surprised by my insistence,
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私がしつこいので
01:27
the waiter took up the issue with the manager.
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彼は困って 店長のもとへ
01:29
Pretty soon,
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すると間もなく
01:31
a lengthy discussion ensued,
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彼らは長い話し合いをし
01:33
and finally the manager came over to me and said,
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最終的に店長が謝りに来ました
01:36
"I am very sorry. We do not have sugar."
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“あいにく 砂糖がございません...”
01:39
(Laughter)
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(会場の笑い声）
01:41
Well, since I couldn't have my tea the way I wanted it,
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私好みの緑茶がないので
01:44
I ordered a cup of coffee,
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コーヒーを頼みました
01:46
which the waiter brought over promptly.
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すぐさま コーヒーが運ばれ
01:48
Resting on the saucer
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そこで見たのは
01:50
were two packets of sugar.
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２袋の砂糖！
01:53
My failure to procure myself
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私の注文 甘い緑茶が
01:56
a cup of sweet, green tea
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通らなかった原因は
01:58
was not due to a simple misunderstanding.
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単純な誤解ではありません
02:01
This was due to a fundamental difference
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選択に対する双方の
02:03
in our ideas about choice.
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根本的な考え方の違いです
02:06
From my American perspective,
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米国人の考え方では
02:08
when a paying customer makes a reasonable request
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お客さんが好みに基づいた
02:10
based on her preferences,
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分別ある要求をする限り
02:12
she has every right to have that request met.
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叶えてもらう権利があります
02:15
The American way, to quote Burger King,
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バーガーキング曰く
02:17
is to "have it your way,"
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“自己流で召し上がれ”
02:19
because, as Starbucks says,
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スタバ 曰く
02:21
"happiness is in your choices."
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“幸せは選択肢にある”
02:23
(Laughter)
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(会場の笑い声）
02:25
But from the Japanese perspective,
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でも 日本人の考えでは
無知な人を護るのは
02:28
it's their duty to protect those who don't know any better --
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我らの務め
02:31
(Laughter)
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(会場の笑い声）
02:33
in this case, the ignorant gaijin --
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この場合 無知なガイジンを
02:35
from making the wrong choice.
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誤った選択から護ること
02:38
Let's face it: the way I wanted my tea
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私好みの緑茶は
02:40
was inappropriate according to cultural standards,
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文化的基準に不適切
私の面子を保とうと
02:43
and they were doing their best to help me save face.
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彼らは努めました
02:46
Americans tend to believe
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反して 米国人は
02:48
that they've reached some sort of pinnacle
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選択術の頂点を
02:50
in the way they practice choice.
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極めていると考えがち
02:52
They think that choice, as seen through the American lens
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すべての人間は先天的に
02:55
best fulfills an innate and universal
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選択肢を求めるものだと―
02:57
desire for choice in all humans.
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米国人は思っています
03:00
Unfortunately,
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残念ながら
03:02
these beliefs are based on assumptions
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それは思い込みであり
03:04
that don't always hold true
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異なる国や文化では
03:06
in many countries, in many cultures.
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当てはまらないこともあります
03:09
At times they don't even hold true
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米国においてですら
03:11
at America's own borders.
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時には当てはまりません
03:13
I'd like to discuss some of these assumptions
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これらの思い込みと
03:15
and the problems associated with them.
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それに伴う問題について話します
03:18
As I do so, I hope you'll start thinking
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みなさんも ご自分の思い込みや
03:20
about some of your own assumptions
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それが形成された過程を
03:22
and how they were shaped by your backgrounds.
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一緒に考えてみてください
03:25
First assumption:
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１つめの思い込み
03:27
if a choice affects you,
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“選択が自分に影響をもたらすなら
03:29
then you should be the one to make it.
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自分が選択するべきだ
03:31
This is the only way to ensure
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己の優先事項や利益を
03:33
that your preferences and interests
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最大限 反映させるには
03:35
will be most fully accounted for.
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自ら 選択するしかない”
03:38
It is essential for success.
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成功には不可欠です
03:41
In America, the primary locus of choice
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米国では 第一の選択権は
03:44
is the individual.
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個人にあります
03:46
People must choose for themselves, sometimes sticking to their guns,
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自分で選択するのが当たり前
03:49
regardless of what other people want or recommend.
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人に左右されず信念を守る
03:52
It's called "being true to yourself."
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自分に正直に生きる
03:55
But do all individuals benefit
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でも この選択方法が
03:57
from taking such an approach to choice?
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万人に有利と言えるでしょうか
04:00
Mark Lepper and I did a series of studies
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マーク リッパーと共に
04:02
in which we sought the answer to this very question.
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この疑問を解く調査をしました
04:05
In one study,
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このリサーチで
04:07
which we ran in Japantown, San Francisco,
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サンフランシスコの日本人街に行き
04:10
we brought seven- to nine-year-old Anglo- and Asian-American children
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７～９歳の白人系とアジア系米国人を
04:13
into the laboratory,
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研究所に呼び
04:15
and we divided them up into three groups.
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子供を３グループに分けました
04:17
The first group came in,
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第１グループに
04:19
and they were greeted by Miss Smith,
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スミスを紹介し
04:21
who showed them six big piles of anagram puzzles.
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６つの文字並べ替えパズルを見せました
04:24
The kids got to choose which pile of anagrams they would like to do,
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子供は 好きなパズルを選択
04:27
and they even got to choose which marker
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答えを書くマーカーペンまで
04:29
they would write their answers with.
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選択できます
04:31
When the second group of children came in,
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第２グループが同じ部屋で
04:33
they were brought to the same room, shown the same anagrams,
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同じパズルを見せられます
04:36
but this time Miss Smith told them
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でも今回はスミスが
04:38
which anagrams to do
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どのパズルをするか
04:40
and which markers to write their answers with.
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どのマーカーを使うかを指示
04:43
Now when the third group came in,
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第３グループは
04:46
they were told that their anagrams and their markers
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母親が決めたパズルとマーカーを
04:49
had been chosen by their mothers.
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使うよう指示されます
04:51
(Laughter)
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(会場の笑い声）
04:53
In reality,
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実際には
04:55
the kids who were told what to do,
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スミス または母親に
04:57
whether by Miss Smith or their mothers,
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指示を受けたとは言え
04:59
were actually given the very same activity,
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作業はまったく同じ
05:01
which their counterparts in the first group
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第１グループだけは
05:03
had freely chosen.
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選択の自由がありました
05:05
With this procedure, we were able to ensure
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この手順で ３グループに
05:07
that the kids across the three groups
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同じ作業を与え
05:09
all did the same activity,
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成果を比較しやすいように
05:11
making it easier for us to compare performance.
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アレンジしました
05:14
Such small differences in the way we administered the activity
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小さな差を設けただけですが
05:17
yielded striking differences
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子供の成果に
05:19
in how well they performed.
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目を見張る差がでました
05:21
Anglo-Americans,
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白人系米国人は
05:23
they did two and a half times more anagrams
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自分でパズルを選んだ場合
05:26
when they got to choose them,
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2.5倍もの量を解きました
05:28
as compared to when it was
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このデータは
05:30
chosen for them by Miss Smith or their mothers.
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スミスや母親が決めた時との比較です
05:33
It didn't matter who did the choosing,
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誰が選ぶかには関係なく
05:36
if the task was dictated by another,
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他人から命令されると
05:38
their performance suffered.
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能力が落ちました
05:40
In fact, some of the kids were visibly embarrassed
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母親が決めたと言うと
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when they were told that their mothers had been consulted.
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露骨に恥ずかしがる子もいました
05:46
(Laughter)
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(会場の笑い声）
05:48
One girl named Mary said,
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メアリーという子が言いました
05:50
"You asked my mother?"
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“なんで ママに聞くわけ？”
05:53
(Laughter)
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(会場の笑い声）
05:55
In contrast,
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それと反対に
05:57
Asian-American children
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アジア系米国人の子供は
05:59
performed best when they believed
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母親が選んだ時
06:01
their mothers had made the choice,
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最もよく出来ました
06:04
second best when they chose for themselves,
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２番目が自分で選択した時
06:07
and least well when it had been chosen by Miss Smith.
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最下がスミスが選んだ時でした
06:10
A girl named Natsumi
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なつみという子は
06:12
even approached Miss Smith as she was leaving the room
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別れ際 スミスに駆け寄り
06:14
and tugged on her skirt and asked,
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ぴったり くっついて言いました
06:16
"Could you please tell my mommy
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“ママの言う通りにしたって
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I did it just like she said?"
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ママに伝えてくれる？”
06:22
The first-generation children were strongly influenced
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二世である子供は 選択において
06:25
by their immigrant parents'
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移民である両親から
06:27
approach to choice.
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強い影響を受けていました
06:29
For them, choice was not just a way
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彼らにとって 選択とは
06:31
of defining and asserting
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個性の明示や主張の
06:33
their individuality,
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手段だけでなく
06:35
but a way to create community and harmony
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信用し尊敬する人たちに
06:37
by deferring to the choices
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選択をゆだねることで
06:39
of people whom they trusted and respected.
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社会や調和を築く手段でもあります
06:42
If they had a concept of being true to one's self,
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“自分に正直に”という考えを持つとすれば
06:45
then that self, most likely,
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おそらく 彼らの“自己”は
06:47
[was] composed, not of an individual,
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個人ではなく
06:49
but of a collective.
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集団的なものでしょう
06:51
Success was just as much about pleasing key figures
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大切な人を喜ばせることは
06:54
as it was about satisfying
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自分自身の望みを
06:56
one's own preferences.
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満たすことに匹敵する
06:58
Or, you could say that
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言葉を変えれば
07:00
the individual's preferences were shaped
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個人の選択傾向は
07:02
by the preferences of specific others.
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特定の人の望みによって形成されている
07:06
The assumption then that we do best
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自分が下す決断が
07:08
when the individual self chooses
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最も正しいという思い込みが
07:10
only holds
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成り立つのは
07:12
when that self
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自己が明らかに
07:14
is clearly divided from others.
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他者から隔てられているときのみ
07:17
When, in contrast,
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それに反して
07:19
two or more individuals
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何名かの選択と成果が
07:21
see their choices and their outcomes
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何名かの選択と成果が
07:23
as intimately connected,
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絡み合っている場合
07:25
then they may amplify one another's success
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共同体として選択することで
07:28
by turning choosing
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互いの達成感が
07:30
into a collective act.
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高まることがあります
07:32
To insist that they choose independently
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逆に 個人の選択に徹すれば
07:35
might actually compromise
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互いの能力や関係まで
07:37
both their performance
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損なう結果になりかねません
07:39
and their relationships.
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されど これが
07:41
Yet that is exactly what
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アメリカの模範
07:43
the American paradigm demands.
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相互存存をほとんど認めず
07:45
It leaves little room for interdependence
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人間の不完全性に対する
07:48
or an acknowledgment of individual fallibility.
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認識に欠けています
07:51
It requires that everyone treat choice
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選択は 私的なもので
07:54
as a private and self-defining act.
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自ら定める行為だと見なされる
07:58
People that have grown up in such a paradigm
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このような模範の中で育った人なら
08:00
might find it motivating,
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刺激を感じるでしょう
08:02
but it is a mistake to assume
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でも 誰もがプレッシャーの中
08:04
that everyone thrives under the pressure
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一人で選択しながら
08:06
of choosing alone.
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成長すると思うのは間違いです
08:09
The second assumption which informs the American view of choice
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米国人が持つ―
08:12
goes something like this.
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２つ目の思い込み
08:14
The more choices you have,
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“選択肢が
08:16
the more likely you are
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多ければ多いほど
08:18
to make the best choice.
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最高の決断をする”
08:20
So bring it on, Walmart, with 100,000 different products,
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ウォールマートには10万の品数
08:23
and Amazon, with 27 million books
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アマゾンには2700万冊の本
08:26
and Match.com with -- what is it? --
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出会いサイト Match.comでは
08:28
15 million date possibilities now.
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現在 1500万人の登録者
08:32
You will surely find the perfect match.
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それゃ最高のパートナーが見つかるでしょう
08:35
Let's test this assumption
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東ヨーロッパを例に
08:37
by heading over to Eastern Europe.
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この思い込みをテストしましょう
08:39
Here, I interviewed people
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インタビューを行いました
08:41
who were residents of formerly communist countries,
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共産主義から
08:44
who had all faced the challenge
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民主的かつ資本主義への
08:46
of transitioning to a more
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移行を経験した人を
08:48
democratic and capitalistic society.
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集めて話を聞きました
08:51
One of the most interesting revelations
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興味深い事実は
08:53
came not from an answer to a question,
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インタビュー中ではなく
08:55
but from a simple gesture of hospitality.
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単なる もてなしの場で発見しました
08:58
When the participants arrived for their interview,
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参加者がインタビューに現れたとき
09:01
I offered them a set of drinks:
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飲み物を勧めました
09:03
Coke, Diet Coke, Sprite --
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コーラやスプライトなど
09:05
seven, to be exact.
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全部で７種類のソーダ
09:07
During the very first session,
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最初のインタビューは
09:09
which was run in Russia,
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ロシアで行いました
09:11
one of the participants made a comment
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参加者の一人が言ったことに
09:13
that really caught me off guard.
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不意を突かれました
09:16
"Oh, but it doesn't matter.
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“どれでもいいです
09:18
It's all just soda. That's just one choice."
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結局どれも炭酸飲料ですから”
09:21
(Murmuring)
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（会場のざわめき）
09:23
I was so struck by this comment that from then on,
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このコメントに衝撃を受け
09:25
I started to offer all the participants
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全員に７種のソーダを
09:27
those seven sodas,
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勧め始めました
09:29
and I asked them, "How many choices are these?"
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選択肢はいくつかと
09:32
Again and again,
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皆に尋ねました
09:34
they perceived these seven different sodas,
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彼らは７種のソーダを７つの選択肢ではなく
09:37
not as seven choices, but as one choice:
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１つのものとして
09:40
soda or no soda.
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見ていました
09:42
When I put out juice and water
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果汁ジュースと水を
09:44
in addition to these seven sodas,
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７種のソーダに加えたら
09:46
now they perceived it as only three choices --
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選択肢は３つと言いました
09:48
juice, water and soda.
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果汁ジュースと水とソーダ
09:51
Compare this to the die-hard devotion of many Americans,
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これに比べ 米国人の多くは
09:54
not just to a particular flavor of soda,
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ソーダのフレーバーだけでなく
09:57
but to a particular brand.
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ブランドにも とことん こだわります
09:59
You know, research shows repeatedly
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調査結果が示すように
10:02
that we can't actually tell the difference
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消費者はコーラとペプシを
10:04
between Coke and Pepsi.
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実際には 区別できません
10:06
Of course, you and I know
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もちろん 会場の私たちは
10:08
that Coke is the better choice.
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コーラのほうがよいと分かってる
10:10
(Laughter)
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(会場の笑い声）
10:16
For modern Americans who are exposed
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他国に比べても
10:18
to more options and more ads associated with options
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現代の米国は 選択肢や
10:21
than anyone else in the world,
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広告で飽和しています
10:23
choice is just as much about who they are
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自ら選択した商品は
10:25
as it is about what the product is.
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自らの存在を表しているようなもの
10:28
Combine this with the assumption that more choices are always better,
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“多いほどベター”という思い込みを加えると
10:31
and you have a group of people for whom every little difference matters
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細部にこだわり 全ての選択は重要―
10:34
and so every choice matters.
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そんなグループが成立します
10:36
But for Eastern Europeans,
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でも 東欧人にしてみれば
10:39
the sudden availability of all these
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突然 店頭に並んだ―
10:41
consumer products on the marketplace was a deluge.
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数々の商品は圧倒的
10:44
They were flooded with choice
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泳げないと反論する間もなく
10:46
before they could protest that they didn't know how to swim.
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選択の海に投げこまれたようなもの
10:50
When asked, "What words and images
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選択という言葉で 何を連想するか―
10:52
do you associate with choice?"
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ワルシャワ出身の
10:54
Grzegorz from Warsaw said,
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グレゴアさんに尋ねました
10:57
"Ah, for me it is fear.
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“私には恐怖です
10:59
There are some dilemmas you see.
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ジレンマを抱いています
11:01
I am used to no choice."
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選択するのに慣れてませんから”
11:03
Bohdan from Kiev said,
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キエフ出身のボーディンさんは
11:05
in response to how he felt about
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新しい消費者市場に対し
11:07
the new consumer marketplace,
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こんな意見を述べました
11:09
"It is too much.
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“限度を超えている
11:11
We do not need everything that is there."
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こんなに多くの商品は必要ない”
11:13
A sociologist from
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ワルシャワ調査局の
11:15
the Warsaw Survey Agency explained,
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社会学者はこう説明しました
11:18
"The older generation jumped from nothing
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“年配の世代は 何もない社会から
11:21
to choice all around them.
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選択の社会に飛び込びました
11:23
They were never given a chance to learn
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彼らは どう対応していいのか
11:25
how to react."
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学ぶ機会がなかったのです”
11:27
And Tomasz, a young Polish man said,
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若いポーランド人 トーマス曰く
11:30
"I don't need twenty kinds of chewing gum.
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“20種類のガムなど必要ない
11:33
I don't mean to say that I want no choice,
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選択肢は要らないという意味ではないが
11:36
but many of these choices are quite artificial."
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見せかけの選択肢が多いと思う”
11:40
In reality, many choices are between things
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実際に 多くの選択肢には
11:43
that are not that much different.
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たいした差はありません
11:47
The value of choice
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選択の価値は
11:49
depends on our ability
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数ある中から違いを見出す―
11:51
to perceive differences
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我々の能力に
11:53
between the options.
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左右されます
11:55
Americans train their whole lives
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米国人は一生涯を通して
11:57
to play "spot the difference."
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違いを見出す訓練をしています
12:00
They practice this from such an early age
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幼い頃から 訓練してますから
12:02
that they've come to believe that everyone
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先天的に持つ能力だと
12:04
must be born with this ability.
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米国人は思っています
12:06
In fact, though all humans share
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人間は皆 選択に対し
12:08
a basic need and desire for choice,
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基本的なニーズや欲望を持っていますが
12:11
we don't all see choice in the same places
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誰もが 同じ環境または度合いで
12:14
or to the same extent.
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選択をとらえる訳ではありません
12:16
When someone can't see how one choice
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複数の選択肢に
12:18
is unlike another,
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違いを見出せない
12:20
or when there are too many choices to compare and contrast,
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比較するには選択肢が多すぎる
12:23
the process of choosing can be
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そんな時 選択という行為は
12:25
confusing and frustrating.
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複雑で ストレスの原因になります
12:28
Instead of making better choices,
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よりよい選択をするどころか
12:30
we become overwhelmed by choice,
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困惑してしまいます
12:32
sometimes even afraid of it.
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時には 恐れすら感じます
12:35
Choice no longer offers opportunities,
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選択が 好機をもたらすどころか
12:37
but imposes constraints.
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強要され 縛られます
12:39
It's not a marker of liberation,
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選択が象徴するものは
12:41
but of suffocation
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開放ではなく
12:43
by meaningless minutiae.
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無意味でくだらない抑圧
12:45
In other words,
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言い換えると
12:47
choice can develop into the very opposite
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心の準備ができてない人に
12:49
of everything it represents
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選択を強要すれば
12:51
in America
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米国人がイメージする―
12:53
when it is thrust upon those
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選択のあらゆる要素が
12:55
who are insufficiently prepared for it.
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まったく逆のものに変化し得るのです
12:58
But it is not only other people
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増え続ける選択肢に
13:00
in other places
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プレッシャーを感じているのは
13:02
that are feeling the pressure
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他国の人だけではありません
13:04
of ever-increasing choice.
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米国人だって
13:06
Americans themselves are discovering
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実際に 選択肢を多く持つよりも
13:08
that unlimited choice
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“無数の選択”という理論を
13:10
seems more attractive in theory
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語るほうが魅力的―
13:12
than in practice.
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そう 気づき始めています
13:14
We all have physical, mental
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人間は皆 身体的 精神的―
13:17
and emotional (Laughter) limitations
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感情的な限界があり
13:19
that make it impossible for us
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何から何まで
13:21
to process every single choice we encounter,
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選択するのは不可能
13:24
even in the grocery store,
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一生涯で行う―
13:26
let alone over the course of our entire lives.
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選択の数は莫大です
13:29
A number of my studies have shown
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私の研究結果が示すように
13:32
that when you give people 10 or more options
333
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10以上の選択肢を与えると
13:34
when they're making a choice, they make poorer decisions,
334
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人間の決断力は鈍ります
13:37
whether it be health care, investment,
335
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健康保険であれ 投資であれ
13:39
other critical areas.
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その他の重要な物事でもそうです
13:41
Yet still, many of us believe
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それでも 多くの人は
13:43
that we should make all our own choices
338
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自分ですべて選択するべきだ
13:46
and seek out even more of them.
339
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さらなる選択肢を探すべきだと言う
13:49
This brings me to the third,
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これが最も問題のある―
13:52
and perhaps most problematic, assumption:
341
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３つ目の思い込みと関係します
13:55
"You must never
342
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“選択肢を前に 決して
13:57
say no to choice."
343
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背をむけてはならない”
14:00
To examine this, let's go back to the U.S.
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これを試すべく 米国に話を戻し
14:02
and then hop across the pond to France.
345
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その後 フランスに移りましょう
14:05
Right outside Chicago,
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シカゴの郊外で
14:08
a young couple, Susan and Daniel Mitchell,
347
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若い夫婦 スーザンとダニエルに
14:10
were about to have their first baby.
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一人目の子が誕生しようとしていました
14:13
They'd already picked out a name for her,
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赤ちゃんの名前も決めました
14:15
Barbara, after her grandmother.
350
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祖母の名をとり バーバラ
14:18
One night, when Susan was seven months pregnant,
351
843000
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妊娠７ヶ月のある夜
14:21
she started to experience contractions
352
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陣痛が始まり
14:23
and was rushed to the emergency room.
353
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救急病院に急ぎました
14:26
The baby was delivered through a C-section,
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帝王切開で生まれた 娘のバーバラは
14:29
but Barbara suffered cerebral anoxia,
355
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脳無酸素症でした
14:31
a loss of oxygen to the brain.
356
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3000
脳内の酸素不足です
14:34
Unable to breathe on her own,
357
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自分では呼吸ができず
14:36
she was put on a ventilator.
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人工呼吸器を装着
14:38
Two days later,
359
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２日が経ち
14:40
the doctors gave the Mitchells
360
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ドクターはこの夫妻に
14:42
a choice:
361
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選択肢を与えました
14:44
They could either remove Barbara
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生命維持装置を
14:46
off the life support,
363
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外すべきか
14:48
in which case she would die within a matter of hours,
364
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この場合 娘は数時間で亡くなります
14:51
or they could keep her on life support,
365
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もしくは 延命処置を続けるか
14:54
in which case she might still die
366
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この場合も 数日で
14:56
within a matter of days.
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亡くなる可能性があります
14:58
If she survived, she would remain
368
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生き延びたとしても
15:00
in a permanent vegetative state,
369
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一生 植物状態のまま
15:03
never able to walk, talk
370
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歩くことも 話すことも
15:06
or interact with others.
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人との交流も不可能
15:09
What do they do?
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この夫婦はどうしたでしょう？
15:11
What do any parent do?
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一般的な親ならどうするでしょう？
15:17
In a study I conducted
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二人の研究者と共に
15:19
with Simona Botti and Kristina Orfali,
375
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リサーチを行い
15:21
American and French parents
376
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米国人とフランス人の親を
15:23
were interviewed.
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インタビューしました
15:25
They had all suffered
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彼らは 皆―
15:27
the same tragedy.
379
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同じ悲劇で苦しんだ人たち
15:29
In all cases, the life support was removed,
380
914000
3000
どのケースも 生命維持装置は外され
15:32
and the infants had died.
381
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彼らの赤ちゃんは亡くなりました
15:34
But there was a big difference.
382
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でも １つ大きな差がありました
15:36
In France, the doctors decided whether and when
383
921000
3000
フランスでは 生命維持装置を外すべきか―
15:39
the life support would be removed,
384
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3000
また その時期を決めるのは医師
15:42
while in the United States,
385
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米国では
15:44
the final decision rested with the parents.
386
929000
3000
最終決断を下すのは親
15:48
We wondered:
387
933000
2000
私たちは考えました
15:50
does this have an effect on how the parents
388
935000
2000
わが子の喪失と向き合う上で
15:52
cope with the loss of their loved one?
389
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3000
この事実は 影響を及ぼすのか？
15:55
We found that it did.
390
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3000
影響していました
15:58
Even up to a year later,
391
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2000
１年経っても
16:00
American parents
392
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2000
米国人の親は
16:02
were more likely to express negative emotions,
393
947000
2000
否定的な感情を表す傾向がありました
16:04
as compared to their French counterparts.
394
949000
3000
対して フランス人の親は
16:07
French parents were more likely to say things like,
395
952000
3000
こんなことを言いました
16:10
"Noah was here for so little time,
396
955000
3000
“息子との時間は 僅かだったけど
16:13
but he taught us so much.
397
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2000
たくさんのことを教えてくれた
16:15
He gave us a new perspective on life."
398
960000
3000
新しい人生観を与えてくれた”
16:19
American parents were more likely to say things like,
399
964000
3000
米国人の親は こんなことを言いました
16:22
"What if? What if?"
400
967000
3000
“もし 他の選択をしていたら?”
16:25
Another parent complained,
401
970000
2000
別の親の不満
16:27
"I feel as if they purposefully tortured me.
402
972000
3000
“ドクターの意図的な拷問としか思えない
16:30
How did they get me to do that?"
403
975000
3000
なぜ あんな事を私にさせるの？”
16:33
And another parent said,
404
978000
2000
別の親の言葉
16:35
"I feel as if I've played a role
405
980000
2000
“死刑執行に加担した―
16:37
in an execution."
406
982000
3000
そんな心境です”
16:40
But when the American parents were asked
407
985000
2000
でも 米国人の親は
16:42
if they would rather have had
408
987000
2000
ドクターが決断したほうが良かったかと
16:44
the doctors make the decision,
409
989000
3000
尋ねられると
16:47
they all said, "No."
410
992000
2000
全員 ノーと答えました
16:49
They could not imagine
411
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2000
彼らには その選択を
16:51
turning that choice over to another,
412
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2000
他者に委ねるなど考えられなかった
16:53
even though having made that choice
413
998000
3000
自分で選んだ結果 罪悪感や
16:56
made them feel trapped,
414
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2000
怒りに苛まれたとしてもです
16:58
guilty, angry.
415
1003000
2000
怒りに苛まれたとしてもです
17:00
In a number of cases
416
1005000
2000
多くの人は
17:02
they were even clinically depressed.
417
1007000
3000
うつ病と診断されていました
17:05
These parents could not contemplate
418
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2000
なぜ 彼らは選択放棄を
17:07
giving up the choice,
419
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2000
熟思できなかったのか？
17:09
because to do so would have gone contrary
420
1014000
2000
選択を放棄することは
17:11
to everything they had been taught
421
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3000
今まで教わってきたことや
17:14
and everything they had come to believe
422
1019000
2000
選択が持つ目的や
17:16
about the power
423
1021000
2000
選択が持つ力への
17:18
and purpose of choice.
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信念に反するからです
17:21
In her essay, "The White Album,"
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ジョーン ディディオンのエッセイ―
17:24
Joan Didion writes,
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「60年代の過ぎた朝」から引用します
17:27
"We tell ourselves stories
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“人は生きるために
17:29
in order to live.
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物語に意味づけをする
17:31
We interpret what we see,
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現実を分析し
17:33
select the most workable
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多数の選択肢から
17:35
of the multiple choices.
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最も有効なものを選ぶ
17:37
We live entirely by the imposition
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心に浮かぶ断片的な
17:39
of a narrative line
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回想イメージを
17:41
upon disparate images,
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物語の筋書きにこじつけ
17:43
by the idea with which we have learned to freeze
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刻々と変わる情景を
17:46
the shifting phantasmagoria,
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意識的に静止させながら
17:48
which is our actual experience."
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我々は生きている”
17:53
The story Americans tell,
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米国人が語る信念
17:55
the story upon which
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アメリカンドリームに基づいた―
17:57
the American dream depends,
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アメリカンドリームに基づいた―
17:59
is the story of limitless choice.
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限りない選択の物語
18:02
This narrative
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この物語は
18:04
promises so much:
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実に多くを保証します
18:06
freedom, happiness,
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自由や幸福
18:08
success.
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そして成功
18:10
It lays the world at your feet and says,
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揺ぎない世界を築き 語りかけます
18:13
"You can have anything, everything."
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“何だって 手に入れられる”
18:17
It's a great story,
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素晴しい物語です
18:19
and it's understandable why they would be reluctant
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信念を貫きたいのも
18:21
to revise it.
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理解できます
18:24
But when you take a close look,
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でも 注意深く見てみると
18:26
you start to see the holes,
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落とし穴が見えてきます
18:28
and you start to see that the story
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この物語が色んな形で
18:30
can be told in many other ways.
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語ることができると気づき始めます
18:33
Americans have so often tried to
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米国人は 何度も
18:35
disseminate their ideas of choice,
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米国の選択観を広めようとしました
18:38
believing that they will be, or ought to be,
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オープンな心と知性をもって
18:41
welcomed with open hearts and minds.
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受け入れられるものだと信じて
18:44
But the history books and the daily news tell us
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しかし歴史書や新聞で見られるように
18:47
it doesn't always work out that way.
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そう うまくは行きません
18:50
The phantasmagoria,
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刻々と変わる情景―
18:52
the actual experience that we try to understand
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物語を通して 理解し
18:54
and organize through narrative,
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理由付ける行いは
18:57
varies from place to place.
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ところ変われば その姿を変えます
19:00
No single narrative serves the needs
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万人のニーズにかなう―
19:02
of everyone everywhere.
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物語は存在しません
19:06
Moreover, Americans themselves
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また 米国人も
19:09
could benefit from incorporating
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長年 選択を左右してきた―
19:12
new perspectives into their own narrative,
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自らの物語に
19:15
which has been driving their choices
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新しい見方を取り込むことで
19:17
for so long.
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恩恵を受けられます
19:20
Robert Frost once said that,
472
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ロバート フロストの言葉
19:23
"It is poetry that is lost in translation."
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“詩は 翻訳の過程で失われた”
19:27
This suggests that
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この言葉が示唆するのは
19:29
whatever is beautiful and moving,
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どんなに美しく 感動的で
19:31
whatever gives us a new way to see,
476
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新しい見解をもたらす詩であろうが
19:34
cannot be communicated to those
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他の言語を話す人には
19:36
who speak a different language.
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伝わらない ということ
19:39
But Joseph Brodsky said that,
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反して ヨシフ ブロツキー曰く
19:41
"It is poetry
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“詩は 翻訳の過程で
19:43
that is gained in translation,"
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向上したのだ”
19:45
suggesting that translation
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翻訳とは 創造的で
19:47
can be a creative,
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影響力のある行為だと
19:49
transformative act.
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示唆しています
19:52
When it comes to choice,
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選択に関して言えば
19:54
we have far more to gain than to lose
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多くの物語の翻訳物に関わることで
19:57
by engaging in the many
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失うものよりも
20:00
translations of the narratives.
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得るものが多いのです
20:03
Instead of replacing
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物語を別のものに
20:05
one story with another,
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取り替えるのではなく
20:07
we can learn from and revel in
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既存する色んなバージョンや
20:09
the many versions that exist
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今後書かれていくバージョンから
20:12
and the many that have yet to be written.
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学び 楽しむことができるのです
20:15
No matter where we're from
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どこで生まれようが
20:18
and what your narrative is,
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物語がなんであれ
20:20
we all have a responsibility
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選択が持つ―
20:22
to open ourselves up to a wider array
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幅広い可能性や
20:24
of what choice can do,
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数多くの意味に
20:27
and what it can represent.
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心を開ける責任が我々にはあります
20:30
And this does not lead to
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この考えが モラル相対主義を
20:32
a paralyzing moral relativism.
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麻痺させることはありません
20:35
Rather, it teaches us when
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むしろ いつ どのように
20:37
and how to act.
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行動すべきか 教えてくれます
20:39
It brings us that much closer
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選択がもつ可能性に
20:41
to realizing the full potential of choice,
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気づかせてくれます
20:44
to inspiring the hope
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希望を吹き込み
20:46
and achieving the freedom
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保証はあっても
20:48
that choice promises
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必ずしも実現しない―
20:50
but doesn't always deliver.
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自由の獲得へと近づきます
20:52
If we learn to speak to one another,
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たとえ 翻訳を通してでも
20:55
albeit through translation,
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他者との交流を学べば
20:58
then we can begin to see choice
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選択がいかに
21:00
in all its strangeness,
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奇妙で 複雑で
21:02
complexity
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絶対的な美しさを持つか
21:05
and compelling beauty.
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分かるはずです
21:07
Thank you.
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ありがとうございます
21:09
(Applause)
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（会場の拍手）
21:20
Bruno Giussani: Thank you.
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ありがとうございました
21:23
Sheena, there is a detail about your biography
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貴女に関することで パンフレットには
21:26
that we have not written in the program book.
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書かれていないことがあります
21:28
But by now it's evident to everyone in this room. You're blind.
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もうお気づきでしょうが 目が不自由です
21:31
And I guess one of the questions on everybody's mind is:
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誰もが この疑問を抱いたと思います
21:34
How does that influence your study of choosing
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目の障害が どんな影響を及ぼすのか？
21:37
because that's an activity
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選択という行為は
21:39
that for most people is associated with visual inputs
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美的感覚や色など
21:42
like aesthetics and color and so on?
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視覚的な情報と関連していますよね？
21:46
Sheena Iyengar: Well, it's funny that you should ask that
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面白い質問ですね
21:48
because one of the things that's interesting about being blind
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盲目として生きてて 面白いことは
21:51
is you actually get a different vantage point
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目の見える人が選択するのを
21:53
when you observe the way
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観察する上で
21:55
sighted people make choices.
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異なる利点があるんです
21:57
And as you just mentioned, there's lots of choices out there
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おっしゃるように 視覚的な選択も
21:59
that are very visual these days.
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最近ではたくさんあります
22:01
Yeah, I -- as you would expect --
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察しはつくでしょうが
22:03
get pretty frustrated by choices
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選択で イライラすることもあります
22:05
like what nail polish to put on
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例えば 色を選ぶとき
22:07
because I have to rely on what other people suggest.
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他人の提案に頼るしかなく
22:09
And I can't decide.
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自分では 決められません
22:11
And so one time I was in a beauty salon,
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ある日 マニキュア購入の際
22:13
and I was trying to decide between two very light shades of pink.
540
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２色の薄ピンクで迷っていました
22:16
And one was called "Ballet Slippers."
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１つ目の名前は “バレエ シューズ”
22:18
And the other one was called "Adorable."
542
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もう1つは “可憐”
22:21
(Laughter)
543
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（会場の笑い声）
22:23
And so I asked these two ladies,
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２人の女性に意見を求めました
22:25
and the one lady told me, "Well, you should definitely wear 'Ballet Slippers.'"
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１人のお勧めは “バレエ シューズ”
22:27
"Well, what does it look like?"
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“どんな色？”
22:29
"Well, it's a very elegant shade of pink."
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“とてもエレガントなピンクよ”
22:31
"Okay, great."
548
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“あら いいわね”
22:33
The other lady tells me to wear "Adorable."
549
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もう１人のお勧めは “可憐”
22:35
"What does it look like?"
550
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“どんな色？”
22:37
"It's a glamorous shade of pink."
551
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“華やかなピンクよ”
22:41
And so I asked them, "Well, how do I tell them apart?
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今度は２人に尋ねました
22:43
What's different about them?"
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“２色の違いは何？”
22:45
And they said, "Well, one is elegant, the other one's glamorous."
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“１つはエレガント もう片方は華やか”
22:47
Okay, we got that.
555
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さっきと同じ答えです
22:49
And the only thing they had consensus on:
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２人の意見が一致したのは
22:51
well, if I could see them, I would
557
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もし目が見えたら その違いが
22:53
clearly be able to tell them apart.
558
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はっきりと分かるだろう ということ
22:55
(Laughter)
559
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（会場の笑い）
22:57
And what I wondered was whether they were being affected
560
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選択に影響を与えるのは
23:00
by the name or the content of the color,
561
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名前の印象？ それとも色？
23:02
so I decided to do a little experiment.
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そこで 実験をしてみました
23:05
So I brought these two bottles of nail polish into the laboratory,
563
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研究室に ２本のマニキュアを持ち込み
23:08
and I stripped the labels off.
564
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ラベルをはがしました
23:10
And I brought women into the laboratory,
565
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研究室に女性を呼び
23:12
and I asked them, "Which one would you pick?"
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どちらを選ぶか尋ねました
23:14
50 percent of the women accused me of playing a trick,
567
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半数の人は 疑ってかかりました
23:17
of putting the same color nail polish
568
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私が２本に まったく同じ色を
23:19
in both those bottles.
569
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入れたんじゃないかと
23:21
(Laughter)
570
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（会場の笑い）
23:23
(Applause)
571
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（会場の拍手）
23:27
At which point you start to wonder who the trick's really played on.
572
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トリックにかかったのは誰でしょう？
23:30
Now, of the women that could tell them apart,
573
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とにかく 色を区別できた人たちは
23:33
when the labels were off, they picked "Adorable,"
574
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ラベルなしだと “可憐”を選び
23:36
and when the labels were on,
575
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ラベルがあると
23:38
they picked "Ballet Slippers."
576
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“バレエ シューズ”を選びました
23:41
So as far as I can tell,
577
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盲目の私に言えるのは
23:43
a rose by any other name
578
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バラに 別の名を与えれば
23:45
probably does look different
579
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花のイメージや
23:47
and maybe even smells different.
580
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香りまで 変わるのでしょう
23:50
BG: Thank you. Sheena Iyengar. Thank you Sheena.
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シーナさん ありがとうございました
23:53
(Applause)
582
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（会場の拍手）
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