TEDxCambridge
Michael Norton: How to buy happiness
Majkl Norton (Michael Norton): Kako kupiti sreću?
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Na TEDxCambridge konferenciji, Majkl Norton predstavlja zadviljujuća istraživanja koja ukazuju kako se novcem može kupiti sreća, ukoliko ga ne trošite na sebe. Saslušajte ovo izlaganje koje predstavlja podatke koji govore da pro-društveno trošenje novca donosi mnogo dobrobiti vama samima, vašem poslu i naravno drugim ljudima.
Michael Norton - Social science researcher
Through clever studies, Michael Norton studies how we feel about what we buy and spend. Full bio
Through clever studies, Michael Norton studies how we feel about what we buy and spend. Full bio
Double-click the English transcript below to play the video.
00:15
So I want to talk today about money and happiness,
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Danas bih sa vama podelio svoja razmišljanja
00:18
which are two things
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o novcu i sreći,
00:20
that a lot of us spend a lot of our time thinking about,
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to je nešto o čemu svi mi mnogo razmišljamo
00:22
either trying to earn them or trying to increase them.
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ili pokušavamo da ih zaradimo ili povećamo.
00:25
And a lot of us resonate with this phrase.
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Mnogi od nas se prepoznaju u ovoj izjavi.
00:27
So we see it in religions and self-help books,
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Religije i knjige samopomoći nas uče
00:29
that money can't buy happiness.
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da novcem ne možete kupiti sreću.
00:31
And I want to suggest today that, in fact, that's wrong.
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Ja zastupam tezu da je u stvari to moguće.
00:34
(Laughter)
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(smeh)
00:36
I'm at a business school, so that's what we do.
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Radim u poslovnoj školi i to je ono čime se bavimo.
00:38
So that's wrong, and, in fact, if you think that,
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Verovanje je pogrešno i ukoliko to mislite
00:41
you're actually just not spending it right.
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onda ne trošite novac na pravi način.
00:43
So that instead of spending it the way you usually spend it,
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Tako da bi trebalo da promenite uobičajeni način trošenja novca,
00:45
maybe if you spent it differently,
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trošite ga na druge stvari,
00:47
that might work a little bit better.
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to će vam doneti bolji osećaj.
00:49
And before I tell you the ways that you can spend it that will make you happier,
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Pre nego što nabrojim načine trošenja novca koji bi vas učinili srećnijim,
00:52
let's think about the ways we usually spend it
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razmislimo o uobičajenom trošenju novca,
00:54
that don't, in fact, make us happier.
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koje nas ne čini zadovoljnijim.
00:56
We had a little natural experiment.
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Odradili smo jedan mali, prirodni eksperiment.
00:58
So CNN, a little while ago, wrote this interesting article
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Nedavno je CNN objavio članak o
01:01
on what happens to people when they win the lottery.
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sudbinama ljudi koji osvoje premiju na lutriji.
01:04
It turns out people think when they win the lottery their lives are going to be amazing.
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Ispostavilo se da ljudi misle da će nakon toga njihovi životi biti fantastični.
01:07
This article's about how their lives get ruined.
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Ovaj članak objašnjava kako im je to uništilo živote.
01:09
So what happens when people win the lottery
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Pre svega, ono što se desi kada ljudi osvoje premiju
01:11
is, number one, they spend all the money and go into debt,
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je da potroše mnogo para i zaduže se,
01:14
and number two, all of their friends and everyone they've ever met
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a takođe i svi prijatelji i ljudi koji su ih poznavali u životu
01:17
find them and bug them for money.
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ih smaraju da im daju novac.
01:19
And it ruins their social relationships, in fact.
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To uništi njihov socijalni život.
01:21
So they have more debt and worse friendships
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Bore se sa većim dugovima, a imaju lošija prijteljstva
01:23
than they had before they won the lottery.
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u odnosu na stanje pre dobijanja premije.
01:25
What was interesting about the article
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Interesantno je to da su ljudi koji su
01:27
was people started commenting on the article, readers of the thing.
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pročitali članak počeli da komentarišu.
01:30
And instead of talking about
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Ali nisu pričali o tome da su shvatili
01:32
how it had made them realize that money doesn't lead to happiness,
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da novac ne vodi bezuslovno do sreće,
01:34
everyone instantly started saying,
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već su svi pisali o tome
01:36
"You know what I would do if I won the lottery ... ?"
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šta bi oni uradili kada bi osvojili premiju
01:38
and fantasizing about what they'd do.
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i maštali su o tome šta bi uradili.
01:40
And here's just two of the ones we saw that are just really interesting to think about.
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Evo dva interesantna primera koja navode na razmišljanje.
01:43
One person wrote in, "When I win, I'm going to buy my own little mountain
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Jedna osoba je napisala: "Kada osvojim premiju, kupiću malu planinu
01:46
and have a little house on top."
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i sagradiću kućicu na vrhu."
01:48
(Laughter)
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(smeh)
01:50
And another person wrote, "I would fill a big bathtub with money
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Evo još jedne izjave: "Napunio bih kadu novčanicama,
01:53
and get in the tub while smoking a big fat cigar
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i potopio bih se u njoj pušeći debelu cigaru
01:55
and sipping a glass of champagne."
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i pijući čašu šampanjca."
01:57
This is even worse now: "Then I'd have a picture taken
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Ovo je još gore: "Onda bi me uslikali
01:59
and dozens of glossies made.
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i napravili desetine sjajnih primeraka.
02:01
Anyone begging for money or trying to extort from me
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Ko god bi me molio za novac ili pokušao na prevaru da ga dobije,
02:03
would receive a copy of the picture and nothing else."
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dobio bi tu fotografiju i ništa više."
02:06
(Laughter)
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(smeh)
02:09
And so many of the comments were exactly of this type,
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Bilo je mnogo komentara sličnih ovim,
02:11
where people got money
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koji ukazuju da dobitak novca
02:13
and, in fact, it made them antisocial.
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čini ljude asocijalnim.
02:15
So I told you that it ruins people's lives and that their friends bug them.
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Rekoh vam da to uništi živote ljudi i da ih prijatelji smaraju.
02:18
It also, money often makes us feel very selfish
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Takođe nas novac čini veoma sebičnim,
02:20
and we do things only for ourselves.
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i mislimo samo na sebe.
02:22
Well maybe the reason that money doesn't make us happy
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Možda nas novac ne čini srećnim upravo
02:24
is that we're always spending it on the wrong things,
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zbog toga što ga trošimo na pogrešne stvari,
02:26
and in particular, that we're always spending it on ourselves.
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a naročito zato što ga uvek trošimo na nas same.
02:29
And we thought, I wonder what would happen
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Razmišljao sam o tome šta bi se desilo
02:31
if we made people spend more of their money on other people.
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kada bismo naterali ljude da potroše pare na druge.
02:33
So instead of being antisocial with your money,
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Šta bi se desilo kada biste delovali pro-društveno,
02:36
what if you were a little more prosocial with your money?
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a ne anti-društveno kada je novac u pitanju?
02:38
And we thought, let's make people do it and see what happens.
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Rešili smo da nateramo ljude da to rade i vidimo šta se tada dešava.
02:40
So let's have some people do what they usually do
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Grupa ljudi bi radila ono što i inače rade,
02:42
and spend money on themselves,
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trošili bi pare na sebe,
02:44
and let's make some people give money away,
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a naveli bismo druge ljude da doniraju novac,
02:46
and measure their happiness and see if, in fact, they get happier.
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a onda bismo analizirali stanje sreće i da li su srećniji.
02:49
So the first way that we did this.
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Prvog dana smo uradili sledeće.
02:51
On one Vancouver morning, we went out on the campus
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Jednog vankuverskog jutra smo otišli do
02:53
at University of British Columbia
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Univerziteta Britanske Kolumbije,
02:55
and we approached people and said, "Do you want to be in an experiment?"
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prilazili smo ljudima i pitali ih: "Da li želiš da učestvuješ u eksperimentu?"
02:57
They said, "Yes."
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Rekoše: "Da."
02:59
We asked them how happy they were, and then we gave them an envelope.
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Pitali smo ih koliko su srećni, a onda smo im dali koverat.
03:02
And one of the envelopes had things in it that said,
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U nekim kovertima je pisalo
03:04
"By 5:00 pm today, spend this money on yourself."
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"Do 17h danas, potroši ovaj novac na sebe."
03:07
So we gave some examples of what you could spend it on.
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Dali smo im nekoliko primera na šta mogu da potroše novac.
03:10
Other people, in the morning, got a slip of paper that said,
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Druga grupa ljudi je dobila uputstva koja govore:
03:12
"By 5:00 pm today, spend this money on somebody else."
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"Do 17h potroši ovaj novac na nekog drugog."
03:15
Also inside the envelope was money.
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U koverti je bio novac.
03:17
And we manipulated how much money we gave them.
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Takođe smo kontrolisali koliko im novca dajemo.
03:19
So some people got this slip of paper and five dollars.
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Neki ljudi su dobili uputstva i pet dolara.
03:22
Some people got this slip of paper and 20 dollars.
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Neki ljudi su dobili uputstva i dvadeset dolara.
03:25
We let them go about their day. They did whatever they wanted to do.
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Potom su normalno provodili vreme. Radili su šta god su želeli.
03:28
We found out that they did in fact spend it in the way that we asked them to.
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Utvrdili smo da su poštovali pravila trošenja para koja smo im dali.
03:31
We called them up at night and asked them,
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Zvali bismo ih uveče i pitali:
03:33
"What'd you spend it on, and how happy do you feel now?"
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"Na šta ste potrošili noavc i koliko se srećno sada osećate?"
03:35
What did they spend it on?
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Na šta su trošili pare?
03:37
Well these are college undergrads, so a lot of what they spent it on for themselves
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S obzirom da su to studenti, većina je kupila sebi
03:39
were things like earrings and makeup.
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minđuše ili šminku.
03:41
One woman said she bought a stuffed animal for her niece.
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Jedna žena je kupila plišanu životinju rođaci.
03:44
People gave money to homeless people.
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Ljudi su dali pare beskućnicima.
03:46
Huge effect here of Starbucks.
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Starbaks je veoma uticajan ovde.
03:49
(Laughter)
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(smeh)
03:51
So if you give undergraduates five dollars, it looks like coffee to them
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Prosto, pet dolara studentima deluje kao kafa,
03:54
and they run over to Starbucks and spend it as fast as they can.
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tako da oni brzo otrče do Starbaksa i potroše pare što pre.
03:57
But some people bought a coffee for themselves, the way they usually would,
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Ali neki ljudi su kao i uobičajeno kupili sebi kafu,
04:00
but other people said that they bought a coffee for somebody else.
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a neki od njih su kupili kafu drugome.
04:02
So the very same purchase,
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Pričamo dakle o istoj kupovini,
04:04
just targeted toward yourself
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samo se razlikuje to da li kupujete sebi
04:06
or targeted toward somebody else.
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ili nekom drugom.
04:08
What did we find when we called them back at the end of the day?
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Šta smo otkrili kada smo ih na kraju dana pozvali?
04:10
People who spent money on other people got happier.
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Ljudi koji su pare potrošili na druge su bili srećniji.
04:12
People who spent money on themselves, nothing happened.
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Ništa se nije promenilo kod ljudi koji su pare potrošili na sebe.
04:14
It didn't make them less happy, it just didn't do much for them.
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Nije ih to učinilo nesrećnijim, ali nije mnogo uticalo na njih.
04:17
And the other thing we saw is the amount of money doesn't matter that much.
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Takođe smo shvatili da količina novca ne pravi veliku razliku.
04:20
So people thought that 20 dollars would be way better than five dollars.
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Ljudi su mislili kako bi 20 dolara bilo mnogo bolje od 5 dolara.
04:23
In fact, it doesn't matter how much money you spent.
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U stvari, količina novca koju potrošite ne pravi razliku.
04:26
What really matters is that you spent it on somebody else
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Ono što je važno je da novac potrošite na nekog drugog,
04:28
rather than on yourself.
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a ne na sebe.
04:30
We see this again and again
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To uočimo svaki put
04:32
when we give people money to spend on other people instead of on themselves.
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kada ljudima damo pare da ih potroše na druge.
04:35
Of course, these are undergraduates in Canada --
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Naravno, govorimo o studentima u Kanadi,
04:37
not the world's most representative population.
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nije to baš najreprezentativniji uzorak.
04:39
They're also fairly wealthy and affluent and all these other sorts of things.
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Oni žive u priličnom materijalnom blagostanju.
04:42
We wanted to see if this holds true everywhere in the world
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Stoga smo želeli da shvatimo da li je to tačno za čitav svet
04:45
or just among wealthy countries.
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ili je primenljivo samo na bogate zemlje.
04:47
So we went, in fact, to Uganda and ran a very similar experiment.
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Tako da smo sličan eksperiment sproveli u Ugandi.
04:49
So imagine, instead of just people in Canada,
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Zamislite sada ne samo ljude u Kanadi koje smo pitali
04:51
we said, "Name the last time you spent money on yourself or other people.
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"Navedite datum kada ste kupili nešto sebi ili nekom drugom.
04:54
Describe it. How happy did it make you?"
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Opišite to. Koliko vas je to učinilo srećnim?"
04:56
Or in Uganda, "Name the last time you spent money
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već i ljude u Ugandi: "Navedite poslednji put kada ste potrošili novac
04:58
on yourself or other people and describe that."
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na sebe ili druge ljude i opišite nam to."
05:01
And then we asked them how happy they are again.
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Potom smo ih pitali koliko su srećni.
05:03
And what we see is sort of amazing
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Došli smo do neverovatnih rezultata koji ukazuju
05:05
because there's human universals on what you do with your money
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da postoje opšta pravila oko toga šta radite sa novcem,
05:07
and then real cultural differences on what you do as well.
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ali isto tako i prave kulturološke razlike u tome.
05:10
So for example,
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Na primer,
05:12
one guy from Uganda says this.
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jedan dečko iz Ugande je rekao ovo.
05:14
He said, "I called a girl I wished to love."
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Rekao je: "Pozvao sam devojku u koju želim da se zaljubim."
05:16
They basically went out on a date,
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Otišli su na sastanak,
05:18
and he says at the end that he didn't "achieve" her up till now.
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i kaže kako je nije ni do sada osvojio.
05:21
Here's a guy from Canada.
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Ovo je dečko iz Kanade.
05:24
Very similar thing.
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Sličan scenario.
05:26
"I took my girlfriend out for dinner.
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"Odveo sam devojku na večeru.
05:28
We went to a movie, we left early,
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Otišli smo u bioskop, rano se vratili i
05:30
and then went back to her room for ... " only cake -- just a piece of cake.
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završili smo u njenoj sobi i ..." samo jeli tortu, parče torte.
05:34
Human universal -- so you spend money on other people,
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Opšte pravilo - trošite pare na druge ljude,
05:36
you're being nice to them.
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lepo se ophodite prema njima.
05:38
Maybe you have something in mind, maybe not.
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Možda imate neki plan u glavi, a možda ne.
05:40
But then we see extraordinary differences.
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Ali uočavamo i neverovatne razlike.
05:42
So look at these two.
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Analizirajte ova dva slučaja.
05:44
This is a woman from Canada.
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Ovo je žena iz Kanade.
05:46
We say, "Name a time you spent money on somebody else."
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Rekosmo: "Navedite datum kada ste potrošili novac na nekog."
05:48
She says, "I bought a present for my mom.
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Ona reče: "Kupila sam poklon svojoj mami.
05:50
I drove to the mall in my car, bought a present, gave it to my mom."
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Otišla sam do tržnog centra, kupila poklon i dala joj."
05:52
Perfectly nice thing to do.
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Savršeno lep gest.
05:54
It's good to get gifts for people that you know.
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Lepo je davati poklone ljudima koje poznajete.
05:56
Compare that to this woman from Uganda.
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Uporedite to sa pričom žene iz Ugande.
05:58
"I was walking and met a long-time friend
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"Šetala sam i naletela na dugogodišnju prijateljicu,
06:00
whose son was sick with malaria.
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njen sin je bolovao od malarije.
06:02
They had no money, they went to a clinic and I gave her this money."
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Nisu imali novca, otišli su u bolnicu i ja sam joj dala ovaj novac."
06:05
This isn't $10,000, it's the local currency.
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To nije 10 000$, to je lokalna valuta.
06:08
So it's a very small amount of money, in fact.
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Nije to mnogo novca,
06:10
But enormously different motivations here.
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ali je motivacija potpuno različita.
06:12
This is a real medical need,
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Radi se o zdravlju,
06:14
literally a life-saving donation.
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to je donacija koja spašava život.
06:16
Above, it's just kind of, I bought a gift for my mother.
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A pre toga smo imali nešto kao "kupila sam poklon majci".
06:18
What we see again though
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Ono što zaista uočavamo
06:20
is that the specific way that you spend on other people
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jeste da način na koji trošite pare na druge
06:22
isn't nearly as important
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nije ni izbliza toliko važan
06:24
as the fact that you spend on other people
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koliko činjenica da trošite novac na druge,
06:26
in order to make yourself happy,
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kako bi vam to donelo osećaj sreće,
06:28
which is really quite important.
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što je zaista veoma važno.
06:30
So you don't have to do amazing things with your money to make yourself happy.
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Ne morate činiti neverovatne stvari sa novcem da biste bili srećni.
06:33
You can do small, trivial things and yet still get these benefits from doing this.
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Možete i malim, trivijalnim gestovima doći do beneficija tog delanja.
06:36
These are only two countries.
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Pričamo o samo dve zemlje.
06:38
We also wanted to go even broader and look at every country in the world if we could
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Želeli smo da proširimo polje analize i zavirimo u svaku zemlju na svetu gde smo mogli
06:41
to see what the relationship is between money and happiness.
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kako bismo analizirali vezu između novca i sreće.
06:44
We got data from the Gallup Organization,
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Dobili smo podatke od Galup organizacije,
06:46
which you know from all the political polls that have been happening lately.
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koja se bavi raznim predikcijama političkih rezultata u poslednje vreme.
06:49
They ask people, "Did you donate money to charity recently?"
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Oni pitaju ljude: "Da li ste dali novac humanitarnim organizacijama u skorije vreme?"
06:51
and they ask them, "How happy are you with your life in general?"
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i pitaju ih: "Koliko ste generalno srećni sa svojim životom?"
06:54
And we can see what the relationship is between those two things.
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I možemo videti kakav je odnos između ta dva fenomena.
06:56
Are they positively correlated? Giving money makes you happy.
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Da li su direktno proporcionalni? Davanje para nas čini srećnim?
06:59
Or are they negatively correlated?
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Ili su obrnuto proporcionalni?
07:01
On this map, green will mean they're positively correlated
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Na ovoj mapi zeleno znači da su direktno,
07:03
and red means they're negatively correlated.
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a crveno da su obrnuto proporcionalni.
07:06
And you can see, the world is crazily green.
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Uočavate da je čitav svet potpuno zelen.
07:08
So in almost every country in the world
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Skoro u svakoj zemlji širom sveta
07:10
where we have this data,
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gde smo uspeli da dođemo do podataka
07:12
people who give money to charity are happier people
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smo shvatili da su dobrotvori srećniji ljudi,
07:14
that people who don't give money to charity.
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u odnosu na one koji ne doniraju novac u humanitarne svrhe.
07:16
I know you're all looking at that red country in the middle.
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Znam da zurite u crvenu zemlju u sredini.
07:19
I would be a jerk and not tell you what it is,
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Bio bih kreten kada vam ne bih rekao u čemu je stvar,
07:21
but in fact, it's Central African Republic.
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to je Centralnoafrička Republika.
07:23
You can make up stories. Maybe it's different there for some reason or another.
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Možete smisliti objašnjenja, da se razlikuje iz nekog razloga.
07:25
Just below that to the right is Rwanda though,
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A tačno desno ipod nje je Ruanda,
07:27
which is amazingly green.
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koja je neverovatno zelena.
07:29
So almost everywhere we look
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Tako da smo shvatili, skoro ma gde da smo
07:31
we see that giving money away makes you happier
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analizirali, da vas davanje novca čini srećnijim
07:33
than keeping it for yourself.
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od čuvanja novca za sebe.
07:35
What about your work life, which is where we spend all the rest of our time
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Pozabavimo se sada vašim profesionalnim životima,
s obzirom da tu provodimo sve vreme
s obzirom da tu provodimo sve vreme
07:38
when we're not with the people we know.
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kada nismo sa ljudima koje poznajemo.
07:40
We decided to infiltrate some companies and do a very similar thing.
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Rešili smo da se infiltriramo u neke kompanije i uradimo sličnu stvar.
07:43
So these are sales teams in Belgium.
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Ovo je prodajni tim u Belgiji.
07:45
They work in teams; they go out and sell to doctors
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Oni rade u timu, odlaze kod lekara i
07:47
and try to get them to buy drugs.
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pokušavaju da ih ubede da kupe lekove.
07:49
So we can look and see how well they sell things
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Sada možemo analizirati uspešnost prodaje izraženo
07:52
as a function of being a member of a team.
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u funkciji timskog rada.
07:54
Some teams, we give people on the team some money for themselves
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Nekim timovima smo podelili novac
07:56
and say, "Spend it however you want on yourself,"
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i rekli: "Potrošite pare kako god, ali na sebe",
07:58
just like we did with the undergrads in Canada.
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baš kao u slučaju studenata u Kanadi.
08:00
But other teams we say, "Here's 15 euro.
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Ali drugim timovima smo rekli: "Izvolite 15 eura.
08:02
Spend it on one of your teammates this week.
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Potrošite ih na nekog u timu ove nedelje.
08:04
Buy them something as a gift or a present and give it to them.
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Kupite im nešto, neki poklon ili im dajte novac.
08:07
And then we can see, well now we've got teams that spend on themselves
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Sada pričamo o timovima koji troše pare na sebe
08:10
and we've got these prosocial teams
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i o pro-društvenim timovima,
08:12
who we give money to make the team a little bit better.
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kojima dajemo pare kako bismo tim učinili malo boljim.
08:14
The reason I have a ridiculous pinata there
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Ova presmešna pinjata je na slajdu
08:16
is one of the teams pooled their money and bought a pinata,
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jer je jedan tim uzeo novac i kupio pinjatu,
08:18
and they all got around and smashed the pinata and all the candy fell out and things like that.
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i okupili su se, razbili je, slatkiši su poispadali itd.
08:21
A very silly, trivial thing to do,
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Veoma zabavna, jednostavna stvar,
08:23
but think of the difference on a team that didn't do that at all,
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ali razmislite o razlici u timu koji to nije uradio,
08:26
that got 15 euro, put it in their pocket,
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koji je dobio 15 eura, stavio pare u džep,
08:28
maybe bought themselves a coffee,
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možda su kupili sebi kafu,
08:30
or teams that had this prosocial experience
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u odnosu na tim koji je doživeo ovaj društveni momenat,
08:32
where they all bonded together to buy something and do a group activity.
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gde su zajedno učestvovali u nečemu i povezani su tim iskustvom.
08:35
What we see is that, in fact, the teams that are prosocial sell more stuff
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Uvideli smo da su društveni timovi uspešniji u prodaji
08:38
than the teams that only got money for themselves.
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u odnosu na one koji troše pare samo na sebe.
08:40
And one way to think about it
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Možete to posmatrati kao fenomen da kada
08:42
is for every 15 euro you give people for themselves,
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ljudi prosto 15 eura zadrže za sebe,
08:44
they put it in their pocket, they don't do anything different than they did before.
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stave ih u džep, oni ne čine ništa novo.
08:47
You don't get any money from that.
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Ništa ne dobijate od toga.
08:49
You actually lose money because it doesn't motivate them to perform any better.
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Ustvari, gubite novac, jer ih to ne motiviše da bolje rade.
08:52
But when you give them 15 euro to spend on their teammates,
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Ali ukoliko tih 15 eura potroše na svoj tim
08:54
they do so much better on their teams
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njihov učinak je mnogo bolji u odnosu na druge,
08:56
that you actually get a huge win on investing this kind of money.
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tako da zaradite ukoliko na ovaj način uložite novac.
08:59
And I realize that you're probably thinking to yourselves,
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Shvatam da upravo razmišljate da je to
09:01
this is all fine,
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sve dobro,
09:03
but there's a context that's incredibly important for public policy
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ali da postoji i kontekst koji je važan za društvenu politiku
09:05
and I can't imagine it would work there.
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i ne možete zamisliti da se tu može primeniti.
09:07
And basically that if he doesn't show me that it works here,
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Ukoliko vam ne pokažem da pravilo važi u tom kontekstu,
09:09
I don't believe anything he said.
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uopšte nećete verovati u teoriju.
09:11
And I know what you're all thinking about are dodgeball teams.
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Znam da mislite sada na igru "između dve vatre".
09:14
(Laughter)
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(smeh)
09:16
This was a huge criticism that we got
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Kritika koju smo dobili se odnosila na to
09:18
to say, if you can't show it with dodgeball teams, this is all stupid.
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da ukoliko fenomen ne važi u igri "između dve vatre", sve ovo je glupo.
09:21
So we went out and found these dodgeball teams
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Tako da smo se infiltrirali
09:23
and infiltrated them.
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i u ekipe igrača "između dve vatre".
09:25
And we did the exact same thing as before.
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Uradili smo isto što smo i ranije radili.
09:27
So some teams, we give people on the team money, they spend it on themselves.
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Nekim ekipama smo davali novac da ga prosto potroše na sebe.
09:30
Other teams, we give them money
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Drugim ekipama smo davali novac kako
09:32
to spend on their dodgeball teammates.
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bi ga potrošili na članove ekipe.
09:34
The teams that spend money on themselves
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Timovi koji su pare toršili na sebe same
09:36
are just the same winning percentages as they were before.
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su imali isti procenat pobeda kao i ranije.
09:38
The teams that we give the money to spend on each other,
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Timovi koji su međusobno trošili pare
09:40
they become different teams
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su se promenili
09:42
and, in fact, they dominate the league by the time they're done.
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i na kraju su dominirali ligom na kraju prvenstva.
09:44
Across all of these different contexts --
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Tako da pravilo važi u različitim konceptima -
09:46
your personal life, you work life,
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u privatnom životu, na poslu,
09:48
even silly things like intramural sports --
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čak i u zabavnim stvarima kao što je rekreativni sport,
09:50
we see spending on other people has a bigger return for you
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uočavamo da od trošenja na druge dobijate više za uzvrat
09:52
than spending on yourself.
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u odnosu na trošenje na sebe.
09:55
And so I'll just say, I think if you think money can't buy happiness
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Tako da ću samo poručiti da ako mislite da novac ne može da kupi sreću,
09:57
you're not spending it right.
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to znači da ga ne trošite na pravi način.
09:59
The implication is not you should buy this product instead of that product
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Ja ne impliciram da ćete biti srećniji ukoliko
10:02
and that's the way to make yourself happier.
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kupite jedan proizvod umesto drugog.
10:04
It's in fact, that you should stop thinking
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Činjenica je da treba da prestanete da razmišljate
10:06
about which product to buy for yourself
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koji proizvod treba sebi da kupite
10:08
and try giving some of it to other people instead.
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i da pokušate da novac dajete drugima za promenu.
10:11
And we luckily have an opportunity for you.
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Na sreću, imamo za vas i priliku za to.
10:14
DonorsChoose.org is a non-profit
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DonorsChoose.org je neprofitna organizacija
10:16
for mainly public school teachers in low-income schools.
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za nastavnike u državnim školama sa malim budžetom.
10:19
They post projects,
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Oni ostave predloge,
10:21
so they say, "I want to teach Huckleberry Finn to my class and we don't have the books,"
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kažu: "Želim da podučavam učenike o Haklberi Finu, ali nemamo knjige."
10:23
or "I want a microscope to teach my students science
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ili "Želim mikroskop kako bih učenicima objašnjavao nauku,
10:25
and we don't have a microscope."
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a mi nemamo mikroskope."
10:27
You and I can go on and buy it for them.
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Vi i ja možemo to da im kupimo.
10:29
The teacher writes you a thank you note. The kids write you a thank you note.
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Učitelj vam se zahvali. Đaci vam šalju zahvalnice.
10:32
Sometimes they send you pictures of them using the microscope.
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Ponekada vam pošalju i slike sa nastave mikroskopije.
10:34
It's an extraordinary thing.
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To je očaravajuća stvar.
10:36
Go to the website and start yourself on the process
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Posetite vebsajt i počnite da razmišljate manje o tome
10:38
of thinking, again, less about "How can I spend money on myself?"
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"Kako bih mogao ovaj novac da potrošim na sebe?"
10:41
and more about "If I've got five dollars or 15 dollars,
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i razmišljajete ovako "Ukoliko bih dobio 5 ili 15 dolara,
10:44
what can I do to benefit other people?"
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šta bih mogao da uradim za dobrobit drugih?"
10:46
Because ultimately when you do that, you'll find that you'll benefit yourself much more.
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Jer na kraju, kada se time vodite, shvatićete da i vi sami dobijate više.
10:49
Thank you.
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Hvala vam.
10:51
(Applause)
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(aplauz)
ABOUT THE SPEAKER
Michael Norton - Social science researcherThrough clever studies, Michael Norton studies how we feel about what we buy and spend.
Why you should listen
Michael I. Norton is a professor of business administration in the marketing unit at the Harvard Business School. He holds a B.A. in Psychology and English from Williams and a Ph.D. in Psychology from Princeton. Prior to joining HBS, Professor Norton was a Fellow at the MIT Media Lab and MIT’s Sloan School of Management. His work has been published in a number of leading academic journals, including Science, the Journal of Personality and Social Psychology, Psychological Science, and the Annual Review of Psychology, and has been covered in media outlets such as the Economist, the Financial Times, the New York Times, the Wall Street Journal, and the Washington Post.
His research has twice been featured in the New York Times Magazine Year in Ideas issue, in 2007 (Ambiguity Promotes Liking) and 2009 (The Counterfeit Self). His “The IKEA Effect: When Labor Leads to Love” was featured in Harvard Business Review‘s Breakthrough Ideas for 2009.
Michael Norton | Speaker | TED.com