Erez Yoeli: How to motivate people to do good for others
Erez Yoeli: Como motivar as pessoas a fazerem o bem pelos outros
Erez Yoeli's research focuses on altruism: understanding how it works and how to promote it. Full bio
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a fazerem mais o bem,
give to charity, conserve resources,
conservar recursos,
as washing their mugs at work
como lavar as canecas no trabalho
always full of dirty dishes?
esteja cheia de louça suja?
working on this problem,
that prevents blackouts
para um programa que previne apagões,
testada e comprovada.
on a tried-and-true technology.
administration even called
America's electrical grid."
a rede elétrica dos EUA".
great technological solutions,
soluções tecnológicas,
the power company sent them a nice letter,
de energia enviava uma carta legal
all the program's benefits,
direta se estivessem interessadas.
into a hotline if they were interested.
we suggested one small change.
sugerimos uma pequena mudança.
that they'd post near the mailboxes
de inscrição perto das caixas de correio
about what others think of them,
com o que os outros pensam delas,
as generous and kind,
como generosos e gentis
being seen as selfish or a mooch.
como egoístas ou imprestáveis.
this is a big part of why people do good,
parte da razão das pessoas fazerem o bem,
more credit for doing good,
às pessoas por fazerem o bem
a really big difference.
switching from a hotline,
como mudar de uma linha direta,
about your good deed,
can see your name.
pode ver seu nome.
entidades sem fins lucrativos, empresas,
nonprofits, companies,
to do more good,
as pessoas a fazerem mais o bem,
simples para isso.
the first item on that checklist.
o primeiro item da lista de verificação.
about good deeds.
saibam sobre as boas ações.
some of you are probably thinking,
provavelmente estão achando
crédito pela minha boa ação,
I'm getting credit for my good deed,
decisions in private,
tomando decisões em particular
ou como pagar as contas no vencimento.
or how to pay their bills on time.
their decision more observable,
a decisão mais visível,
to the opportunity to do good.
a oportunidade de fazer o bem.
so powerful about our approach
tão poderoso em nossa abordagem
people's existing desire to do good,
das pessoas de fazer o bem,
to prevent a blackout.
lucrativos que fomenta o voto,
of thousands of letters every election
de milhares de cartas a cada eleição
to motivate them to go to the polls.
e tentar motivá-las a ir às urnas.
the following sentence:
about your experience at the polls."
da sua experiência nas eleições".
more observable when you go to the polls,
mais visível quando vamos às urnas
of the letter by 50 percent.
o custo de obter um voto adicional
the cost of getting an additional vote
to donate blood more frequently
sangue com mais frequência,
on local newsletters,
em boletins locais;
on a public website.
em um site público.
to buy a more fuel-efficient car
mais eficientes em termos de combustível
ser um tão único...
de um quilômetro de distância.
was observable from a mile away.
oportunidades de fazer o bem.
asking for money on the sidewalk
and look really busy,
a caixa de doações.
waltz right on by the donation box.
and there's a Salvation Army volunteer,
do Exército da Salvação
from the Salvation Army
do Exército de Salvação
de aumentar as doações.
stood in front of just one door,
na frente de uma porta só,
by going out the other door.
saindo pela outra porta.
"Oh, I didn't see the volunteer,"
"Oh, eu não vi o voluntário",
something from over there,"
to the second item on our checklist:
da nossa lista de verificação:
standing in front of both doors,
ficar na frente de ambas as portas
were out in the parking lot,
as they came in and out of the store,
quando entravam e saíam da loja,
estavam na frente de ambas as portas,
stood in front of both doors,
out of the store at all.
so they decided to look into it further,
então decidiram investigar mais,
was actually a third, smaller utility door
uma terceira porta utilitária menor
pra tirar o lixo reciclado,
in order to avoid the volunteers.
para evitar os voluntários.
an important lesson though.
we need to be very thorough,
precisamos ser muito detalhistas,
really creative in making them.
muito criativas ao criá-las.
deadly consequences.
ter consequências mortais.
deadliest infectious disease has a cure,
mais letal do mundo tem cura,
almost every time?
de pessoas por ano
we've got the solution.
de blecaute, nós temos a solução.
get other people sick.
we've been collaborating
de saúde móvel chamada Keheala,
called Keheala
as they undergo treatment.
com tuberculose em tratamento.
TB treatment, it's really tough.
da tuberculose é muito difícil.
a really strong antibiotic
um antibiótico muito forte
that it will make you feel sick.
que a pessoa se sente doente.
terem que voltar à clínica
you have to go back to the clinic
in order to get more pills,
lugares onde a tuberculose é comum,
or other places where TB is common,
about going someplace pretty far,
a half day off of work every week
meio dia de folga toda semana,
can't afford to lose.
desesperadamente não pode perder.
that there's a terrible stigma,
que há um preconceito terrível
descubra que elas têm a doença.
to find that you have the disease.
que ouvimos são de mulheres,
are actually from women
doméstica pode ser comum,
domestic violence can be kind of common,
hide it from their husbands
that people don't complete treatment.
não concluírem o tratamento.
to remind them to take their medication,
para lembrá-los de tomar a medicação
mas esqueci completamente,
but then I totally forgot,
and I just forgot about it."
that they've taken their medication.
se eles tomaram a medicação.
enviamos mensagem novamente.
we text them yet again.
enviamos outra vez.
they still haven't verified,
ainda não tiverem confirmado,
uses all sorts of behavioral techniques,
comportamentais, reconhecidamente,
probably noticed, observability,
como vocês provavelmente notaram,
not to complete treatment.
a não completar o tratamento.
you need to be aware of.
de que temos que estar cientes.
or Japan or London,
Japão ou Londres,
on the right-hand side of the escalator
do lado direito da escada rolante
not everywhere is that the norm,
essa não é a norma em todo lugar,
where you can just stand on both sides
ficar de pé dos dois lados
e deixamos as pessoas passarem,
and let them go by,
to do that some places.
em alguns lugares.
are really sensitive to cues
realmente sensíveis a sugestões
in a particular situation,
em uma situação particular,
and final item on our checklist:
da nossa lista de verificação:
de informar expectativas,
to communicate expectations;
está fazendo a boa ação".
is doing the good deed."
sends people in their electricity bill
na conta de eletricidade
their energy consumption
o consumo de energia delas
with similarly sized homes.
de tamanho similar.
neighbors are using less electricity,
que os vizinhos usam menos eletricidade,
to get people to vote or give to charity
levar as pessoas a votar, fazer caridade
to communicate expectations;
de comunicar expectativas,
just at the right time.
apenas no momento certo.
of turning off the lights
into an environmental contribution.
numa contribuição ambiental.
lots of different ways to do this,
diferentes de se fazer isso
with important social consequences,
com consequências sociais importantes
to motivate people to do more good.
as pessoas para fazer mais o bem.
can help you with this.
podem ajudá-los com isso.
that you raise additional funds
que arrecadem fundos adicionais
tecnologias mais sofisticadas.
any more fancy technologies.
eliminating excuses
eliminando as desculpas
ABOUT THE SPEAKER
Erez Yoeli - Research scientistErez Yoeli's research focuses on altruism: understanding how it works and how to promote it.
Why you should listen
Erez (pronounced ‘EH-rez’) Yoeli is a research scientist at MIT's Sloan School of Management, where he directs the Applied Cooperation Team. His research focuses on altruism: understanding how it works and how to promote it. He collaborates with governments, nonprofits and companies to apply these insights to address real-world challenges like increasing energy conservation, improving antibiotic adherence, reducing smoking in public places and promoting philanthropy.
Yoeli teaches the undergraduate Game Theory course at Harvard and regularly publishes theoretical and applied academic research articles. He shares his research highlights through frequent talks and featured articles in the New York Times, The Economist, Quartz and Behavioral Scientist. His research has also been profiled nationally and internationally in publications like TIME and Huffington Post.
Yoeli received his PhD in economics from the University of Chicago Booth School of Business. Before founding the Applied Cooperation Team, he was an economist at the US Federal Trade Commission and served as an expert witness in cases against companies that defrauded consumers. In an earlier, "pre-economist" life, he was a classical percussionist. He enjoys spicy food, hiking and spending time with his two very cuddly cats.
Erez Yoeli | Speaker | TED.com