TEDGlobal 2010
Sheena Iyengar: The art of choosing
Šina Ajengar: Umetnost biranja
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Šina Ajengar (Sheena Iyengar) proučava kako biramo - i kako se osećamo povodom izbora koje pravimo. Na TEDGlobal konferenciji ona priča o trivijalnim izborima (Koka Kola ili Pepsi) ali i o onim bitnim i deli svoje izuzetno istraživanje koje otkriva neke iznenađujuće stavove u vezi sa našim odlukama.
Sheena Iyengar - Psycho-economist
Sheena Iyengar studies how people choose (and what makes us think we're good at it). Full bio
Sheena Iyengar studies how people choose (and what makes us think we're good at it). Full bio
Double-click the English transcript below to play the video.
00:22
Today, I'm going to take you
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Danas ću vas u 18 minuta
00:24
around the world in 18 minutes.
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provesti svetom.
00:26
My base of operations is in the U.S.,
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Moja radna baza je u Americi.
00:29
but let's start at the other end of the map,
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Ali počnimo na drugom kraju mape,
00:31
in Kyoto, Japan,
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u Kjotu u Japanu,
00:33
where I was living with a Japanese family
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gde sam živela sa jednom japanskom porodicom
00:36
while I was doing part of my dissertational research
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dok sam radila deo svog doktorskog istraživanja
00:38
15 years ago.
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pre 15 godina.
00:41
I knew even then that I would encounter
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Čak i tada sam znala da ću se susresti
00:43
cultural differences and misunderstandings,
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sa kulturnim razlikama i nesporazumima,
00:45
but they popped up when I least expected it.
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ali oni su se pojavili kad sam to najmanje očekivala.
00:48
On my first day,
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Svog prvog dana
00:50
I went to a restaurant,
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otišla sam u restoran
00:52
and I ordered a cup of green tea with sugar.
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i naručila šolju zelenog čaja sa šećerom.
00:54
After a pause, the waiter said,
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Posle pauze, konobar je rekao,
00:56
"One does not put sugar in green tea."
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"Ne stavlja se šećer u zeleni čaj."
01:00
"I know," I said. "I'm aware of this custom.
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"Znam", rekla sam. "Svesna sam tog običaja.
01:02
But I really like my tea sweet."
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Ali stvarno volim sladak čaj."
01:05
In response, he gave me an even more courteous version
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Odgovorio mi je još ljubaznijom verzijom
01:08
of the same explanation.
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istog objašnjenja.
01:10
"One does not put sugar
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"Ne stavlja se šećer
01:12
in green tea."
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u zeleni čaj."
01:15
"I understand," I said,
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"Razumem", rekla sam,
01:17
"that the Japanese do not put sugar in their green tea,
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"da Japanci ne stavljaju šećer u zeleni čaj.
01:19
but I'd like to put some sugar
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Ali ja volim da stavim malo šećera
01:21
in my green tea."
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kad pijem zeleni čaj."
01:23
(Laughter)
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(smeh)
01:25
Surprised by my insistence,
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Iznenađen mojom upornošću,
01:27
the waiter took up the issue with the manager.
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konobar je o tome popričao sa menadžerom.
01:29
Pretty soon,
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Ubrzo je
01:31
a lengthy discussion ensued,
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usledila duga diskusija
01:33
and finally the manager came over to me and said,
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i na kraju je menadžer došao do mene i rekao,
01:36
"I am very sorry. We do not have sugar."
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"Veoma mi je žao. Nemamo šećera."
01:39
(Laughter)
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(smeh)
01:41
Well, since I couldn't have my tea the way I wanted it,
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Pa, pošto nisam mogla da popijem čaj kako sam želela,
01:44
I ordered a cup of coffee,
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naručila sam šolju kafe,
01:46
which the waiter brought over promptly.
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koju je konobar veoma brzo doneo.
01:48
Resting on the saucer
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Na tanjiriću su
01:50
were two packets of sugar.
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se nalazile dve kesice šećera.
01:53
My failure to procure myself
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Moj neuspeh da dođem do
01:56
a cup of sweet, green tea
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šolje slatkog zelenog čaja
01:58
was not due to a simple misunderstanding.
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nije se desio zbog jednostavnog nerazumevanja.
02:01
This was due to a fundamental difference
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Desio se usled osnovne razlike
02:03
in our ideas about choice.
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u našim idejama o izboru.
02:06
From my American perspective,
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Iz moje američke perspektive,
02:08
when a paying customer makes a reasonable request
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kada mušterija ima razuman zahtev
02:10
based on her preferences,
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zasnovan na svojim ukusima,
02:12
she has every right to have that request met.
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ima svako pravo da joj se taj zahtev ispuni.
02:15
The American way, to quote Burger King,
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Američki način, da citiram "Burger King",
02:17
is to "have it your way,"
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je da "bude po vašem",
02:19
because, as Starbucks says,
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jer, kako "Starbucks" kaže,
02:21
"happiness is in your choices."
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"sreća je u vašim izborima."
02:23
(Laughter)
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(smeh)
02:25
But from the Japanese perspective,
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Ali iz japanske perspektive,
02:28
it's their duty to protect those who don't know any better --
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njihova je dužnost da zaštite one koji ne znaju -
02:31
(Laughter)
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(smeh)
02:33
in this case, the ignorant gaijin --
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u ovom slučaju, neukog stranca,
02:35
from making the wrong choice.
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od pravljenja pogrešnog izbora.
02:38
Let's face it: the way I wanted my tea
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Shvatimo: način na koji sam želela čaj
02:40
was inappropriate according to cultural standards,
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je neprikladan prema kulturnim standardima
02:43
and they were doing their best to help me save face.
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i oni su se veoma trudili da mi pomognu da sačuvam ugled.
02:46
Americans tend to believe
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Amerikanci veruju
02:48
that they've reached some sort of pinnacle
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da su dostigli nekakav vrhunac
02:50
in the way they practice choice.
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u svom načinu izbora.
02:52
They think that choice, as seen through the American lens
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Oni misle da izbor, viđen kroz američke naočare,
02:55
best fulfills an innate and universal
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predstavlja urođenu i univerzalnu
02:57
desire for choice in all humans.
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želju za izborom kod svih ljudi.
03:00
Unfortunately,
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Nažalost,
03:02
these beliefs are based on assumptions
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ova uverenja se zasnivaju na pretpostavkama
03:04
that don't always hold true
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koje nisu uvek istinite
03:06
in many countries, in many cultures.
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u mnogim zemljama, u mnogim kulturama.
03:09
At times they don't even hold true
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Ponekad nisu tačne
03:11
at America's own borders.
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ni u okviru američkih granica.
03:13
I'd like to discuss some of these assumptions
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Želela bih da prodiskutujem o nekim od ovih pretpostavki
03:15
and the problems associated with them.
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i problemima koji su s njima povezani.
03:18
As I do so, I hope you'll start thinking
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Usput, nadam se da ćete početi da razmišljate
03:20
about some of your own assumptions
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o nekim svojim pretpostavkama
03:22
and how they were shaped by your backgrounds.
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i kako su ih vaša okruženja formirala.
03:25
First assumption:
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Prva pretpostavka:
03:27
if a choice affects you,
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ako izbor ima veze s vama
03:29
then you should be the one to make it.
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onda bi trebalo vi da ga napravite.
03:31
This is the only way to ensure
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Ovo je jedini način da se osigura
03:33
that your preferences and interests
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da će vaše preferencije i interesi
03:35
will be most fully accounted for.
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u potpunosti da se uzmu u obzir.
03:38
It is essential for success.
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To je neophodno za uspeh.
03:41
In America, the primary locus of choice
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U Americi, primarni donosilac odluka
03:44
is the individual.
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je pojedinac.
03:46
People must choose for themselves, sometimes sticking to their guns,
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Ljudi moraju sami da biraju, ponekad slepo se pridržavajući toga,
03:49
regardless of what other people want or recommend.
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bez obzira šta drugi ljudi žele ili preporučuju.
03:52
It's called "being true to yourself."
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To se zove "biti dosledan sebi".
03:55
But do all individuals benefit
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Ali da li svi imaju koristi
03:57
from taking such an approach to choice?
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od takvog pristupa izboru?
04:00
Mark Lepper and I did a series of studies
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Mark Liper i ja smo uradili seriju istraživanja
04:02
in which we sought the answer to this very question.
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u kojima smo tražili odgovor na ovo pitanje.
04:05
In one study,
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U jednom od njih,
04:07
which we ran in Japantown, San Francisco,
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koje smo sproveli u japanskom kraju u San Francisku,
04:10
we brought seven- to nine-year-old Anglo- and Asian-American children
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doveli smo sedmo- i devetogodišnjake američkog i azijskog porekla
04:13
into the laboratory,
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u laboratoriju
04:15
and we divided them up into three groups.
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i podelili ih u tri grupe.
04:17
The first group came in,
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Ušla je prva grupa
04:19
and they were greeted by Miss Smith,
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i dočekala ih je gospođica Smit
04:21
who showed them six big piles of anagram puzzles.
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koja im je pokazala šest gomila anagrama.
04:24
The kids got to choose which pile of anagrams they would like to do,
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Deca su birala koju će gomilu anagrama da rešavaju.
04:27
and they even got to choose which marker
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I čak su birala kojim flomasterom
04:29
they would write their answers with.
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će upisivati svoje odgovore.
04:31
When the second group of children came in,
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Kada je ušla druga grupa dece,
04:33
they were brought to the same room, shown the same anagrams,
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dovedena je u istu sobu, pokazani su im isti anagrami,
04:36
but this time Miss Smith told them
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ali ovog puta gospođica Smit im je rekla
04:38
which anagrams to do
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koje anagrame da rešavaju
04:40
and which markers to write their answers with.
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i kojim flomasterom da upisuju svoje odgovore.
04:43
Now when the third group came in,
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Kada je treća grupa ušla,
04:46
they were told that their anagrams and their markers
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rečeno im je da su anagrame i flomastere
04:49
had been chosen by their mothers.
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izabrale njihove majke.
04:51
(Laughter)
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(smeh)
04:53
In reality,
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U stvarnosti,
04:55
the kids who were told what to do,
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deci kojima je rečeno šta da rade,
04:57
whether by Miss Smith or their mothers,
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bilo da je rekla gđica Smit ili njihove majke,
04:59
were actually given the very same activity,
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data je potpuno ista aktivnost
05:01
which their counterparts in the first group
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koju su njihovi drugari iz prve grupe
05:03
had freely chosen.
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sami odabrali.
05:05
With this procedure, we were able to ensure
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Ovom procedurom smo osigurali
05:07
that the kids across the three groups
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da su deca u sve tri grupe
05:09
all did the same activity,
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radila istu aktivnost,
05:11
making it easier for us to compare performance.
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što nam je olakšalo poređenje izvedbi.
05:14
Such small differences in the way we administered the activity
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Tako male razlike u načinu na koji smo zadavali aktivnosti
05:17
yielded striking differences
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dovele su do velikih razlika
05:19
in how well they performed.
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u uspešnosti izvođenja.
05:21
Anglo-Americans,
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Anglo-amerikanci
05:23
they did two and a half times more anagrams
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su uradili 2 ipo puta više anagrama
05:26
when they got to choose them,
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kada su ih sami birali,
05:28
as compared to when it was
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u odnosu na to
05:30
chosen for them by Miss Smith or their mothers.
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kad su ih birale gđica Smit ili njihove majke.
05:33
It didn't matter who did the choosing,
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Nije bitno ko je birao,
05:36
if the task was dictated by another,
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ako je neko drugi zadavao zadatak,
05:38
their performance suffered.
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njihova izvedba je bila loša.
05:40
In fact, some of the kids were visibly embarrassed
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Zapravo, neka deca su bila vidno posramljena
05:43
when they were told that their mothers had been consulted.
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kada im je rečeno da su konsultovane njihove majke.
05:46
(Laughter)
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(smeh)
05:48
One girl named Mary said,
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Jedna devojčica, Meri, rekla je
05:50
"You asked my mother?"
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"Pitali ste moju mamu?"
05:53
(Laughter)
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(smeh)
05:55
In contrast,
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Nasuprot tome,
05:57
Asian-American children
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Azijsko-američka deca
05:59
performed best when they believed
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su bila najbolja kada su verovala
06:01
their mothers had made the choice,
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da su njihove majke odabrale,
06:04
second best when they chose for themselves,
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potom kada su sami birali
06:07
and least well when it had been chosen by Miss Smith.
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a najmanje uspešni su bili kada je birala gđica Smit.
06:10
A girl named Natsumi
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Jedna devojčica koja se zove Natsumi
06:12
even approached Miss Smith as she was leaving the room
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je prilikom izlaska iz prostorije prišla g-đici Smit
06:14
and tugged on her skirt and asked,
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povukla je za suknju i pitala,
06:16
"Could you please tell my mommy
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"Hoćete molim vas reći mojoj mami
06:18
I did it just like she said?"
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da sam uradila tačno kako je rekla?"
06:22
The first-generation children were strongly influenced
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Pristup koji roditelji imigranti imaju
06:25
by their immigrant parents'
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prema izboru, snažno je
06:27
approach to choice.
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uticao na decu prve generacije.
06:29
For them, choice was not just a way
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Za njih, izbor nije samo način
06:31
of defining and asserting
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definisanja i zastupanja
06:33
their individuality,
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svoje ličnosti,
06:35
but a way to create community and harmony
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nego i način da se stvori zajednica i harmonija
06:37
by deferring to the choices
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razlikovanjem od izbora
06:39
of people whom they trusted and respected.
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ljudi kojima su verovali i koje su poštovali.
06:42
If they had a concept of being true to one's self,
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Da su znali za koncept "dosledan sebi",
06:45
then that self, most likely,
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onda to "sebi", najverovatnije,
06:47
[was] composed, not of an individual,
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nije sastavljeno od individualnog
06:49
but of a collective.
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nego od kolektivnog.
06:51
Success was just as much about pleasing key figures
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Uspeh se podjednako odnosi na zadovoljavanje ključnih osoba
06:54
as it was about satisfying
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koliko i na zadovoljavanje
06:56
one's own preferences.
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ličnih preferencija.
06:58
Or, you could say that
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Ili, mogli biste reći
07:00
the individual's preferences were shaped
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da su individualne preferencije
07:02
by the preferences of specific others.
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oblikovane preferencijama određenih drugih.
07:06
The assumption then that we do best
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U tom slučaju pretpostavka
07:08
when the individual self chooses
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da smo najbolji onda kada sami biramo,
07:10
only holds
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stoji jedino
07:12
when that self
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kada je naša ličnost
07:14
is clearly divided from others.
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jasno odvojena od drugih.
07:17
When, in contrast,
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Nasuprot tome, kada
07:19
two or more individuals
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dve ili više osoba
07:21
see their choices and their outcomes
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vide svoje izbore i njihove ishode
07:23
as intimately connected,
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kao blisko povezane,
07:25
then they may amplify one another's success
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onda mogu pojačavati uspeh jedno drugog
07:28
by turning choosing
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tako što pretvaraju
07:30
into a collective act.
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biranje u kolektivni čin.
07:32
To insist that they choose independently
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Insistiranje na nezavisnom biranju
07:35
might actually compromise
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može da ugrozi
07:37
both their performance
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i njihovu izvedbu
07:39
and their relationships.
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i njihove veze.
07:41
Yet that is exactly what
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Ipak, to je upravo ono
07:43
the American paradigm demands.
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što američka paradigma zahteva.
07:45
It leaves little room for interdependence
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Ostavlja malo mesta za međuzavisnost
07:48
or an acknowledgment of individual fallibility.
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ili potvrdu individualne pogrešivosti.
07:51
It requires that everyone treat choice
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Ona zahteva da svi shvataju izbor
07:54
as a private and self-defining act.
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kao privatni i samo-definišući čin.
07:58
People that have grown up in such a paradigm
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Ljudi koji su odrasli sa takvom paradigmom
08:00
might find it motivating,
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možda misle da je ona motivišuća.
08:02
but it is a mistake to assume
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Ali greška je smatrati
08:04
that everyone thrives under the pressure
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da svi napreduju pod pritiskom
08:06
of choosing alone.
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samostalnog izbora.
08:09
The second assumption which informs the American view of choice
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Druga pretpostavka koja utiče na američki pogled na izbor
08:12
goes something like this.
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ide otprilike ovako.
08:14
The more choices you have,
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Što više izbora imate,
08:16
the more likely you are
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verovatnije je da ćete
08:18
to make the best choice.
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načiniti najbolji izbor.
08:20
So bring it on, Walmart, with 100,000 different products,
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Samo napred "Walmart" sa 100.000 različitih proizvoda,
08:23
and Amazon, with 27 million books
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"Amazon" sa 27 miliona knjiga
08:26
and Match.com with -- what is it? --
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i "Match.com" sa - koliko beše? -
08:28
15 million date possibilities now.
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15 miliona potencijalnih partnera.
08:32
You will surely find the perfect match.
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Sigurno ćete pronaći savršenu osobu.
08:35
Let's test this assumption
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Testirajmo ovu pretpostavku
08:37
by heading over to Eastern Europe.
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u istočnoj Evropi.
08:39
Here, I interviewed people
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Tu sam intervjuisala ljude
08:41
who were residents of formerly communist countries,
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koji su stanovnici bivših komunističkih zemalja,
08:44
who had all faced the challenge
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koji su se suočili sa izazovom
08:46
of transitioning to a more
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tranzicije u društvo
08:48
democratic and capitalistic society.
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koje je više demokratsko i kapitalističko.
08:51
One of the most interesting revelations
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Jedno od najinteresantnijih otkrića
08:53
came not from an answer to a question,
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nije došlo iz odgovora na neko pitanje,
08:55
but from a simple gesture of hospitality.
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nego iz jednostavnog gesta gostoprimstva.
08:58
When the participants arrived for their interview,
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Kada su učesnici stigli na intervju,
09:01
I offered them a set of drinks:
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ponudila sam im asortiman pića,
09:03
Coke, Diet Coke, Sprite --
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"Koka kolu", dijetalnu kolu, "Sprite" -
09:05
seven, to be exact.
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sedam, da budem precizna.
09:07
During the very first session,
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Tokom prve sesije,
09:09
which was run in Russia,
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koja se odvijala u Rusiji,
09:11
one of the participants made a comment
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jedan od učesnika je rekao nešto
09:13
that really caught me off guard.
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što me je uhvatilo potpuno nespremnu.
09:16
"Oh, but it doesn't matter.
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"O, ali nema veze.
09:18
It's all just soda. That's just one choice."
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Sve su to gazirani sokovi. To je samo jedan izbor."
09:21
(Murmuring)
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(mrmljanje)
09:23
I was so struck by this comment that from then on,
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Taj komentar me je toliko pogodio,
09:25
I started to offer all the participants
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da sam od tada svim učesnicima
09:27
those seven sodas,
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nudila tih sedam gaziranih sokova.
09:29
and I asked them, "How many choices are these?"
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I pitala sam ih, "Koliko je to izbora?"
09:32
Again and again,
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Iznova i iznova,
09:34
they perceived these seven different sodas,
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oni su percipirali tih sedam različitih sokova
09:37
not as seven choices, but as one choice:
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ne kao sedam izbora, nego kao jedan izbor:
09:40
soda or no soda.
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ima gaziranog soka ili nema gaziranog soka.
09:42
When I put out juice and water
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Kada sam pored toga
09:44
in addition to these seven sodas,
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stavila i đus i vodu,
09:46
now they perceived it as only three choices --
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oni su to videli kao samo tri mogućnosti -
09:48
juice, water and soda.
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đus, voda i gazirani sok.
09:51
Compare this to the die-hard devotion of many Americans,
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Uporedite to sa tvrdokornom posvećenošću Amerikanaca,
09:54
not just to a particular flavor of soda,
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ne samo određenom ukusu gaziranog soka,
09:57
but to a particular brand.
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nego i određenoj marki.
09:59
You know, research shows repeatedly
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Znate, istraživanja iznova pokazuju
10:02
that we can't actually tell the difference
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da zapravo ne možemo da razlikujemo
10:04
between Coke and Pepsi.
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"Koka kolu" i "Pepsi".
10:06
Of course, you and I know
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Naravno, vi i ja znamo
10:08
that Coke is the better choice.
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da je "Koka kola" bolji izbor.
10:10
(Laughter)
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(smeh)
10:16
For modern Americans who are exposed
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Za moderne Amerikance, koji su izloženi
10:18
to more options and more ads associated with options
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mnogo većem broju mogućnosti i oglasa za mogućnosti
10:21
than anyone else in the world,
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nego bilo ko u svetu,
10:23
choice is just as much about who they are
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izbor govori o njima koliko
10:25
as it is about what the product is.
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govori i o samom proizvodu.
10:28
Combine this with the assumption that more choices are always better,
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Ukombinujte ovo sa pretpostavkom da je više izbora uvek bolje,
10:31
and you have a group of people for whom every little difference matters
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i dobijate grupu ljudi kojima je svaka i najmanja razlika bitna
10:34
and so every choice matters.
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tako da je svaki izbor bitan.
10:36
But for Eastern Europeans,
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Ali za ljude iz istočne Evrope,
10:39
the sudden availability of all these
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iznenadna dostupnost svih tih
10:41
consumer products on the marketplace was a deluge.
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proizvoda na tržištu bila je preplavljujuća.
10:44
They were flooded with choice
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Bili su preplavljeni izborom
10:46
before they could protest that they didn't know how to swim.
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pre nego što su mogli da se pobune da ne znaju da plivaju.
10:50
When asked, "What words and images
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Kada je upitan, "Koje reči i slike
10:52
do you associate with choice?"
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povezujete sa izborom?"
10:54
Grzegorz from Warsaw said,
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Gregors iz Varšave je rekao,
10:57
"Ah, for me it is fear.
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"Ah, za mene je to strah.
10:59
There are some dilemmas you see.
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Vidite, postoje neke dileme.
11:01
I am used to no choice."
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Navikao sam da nemam izbora."
11:03
Bohdan from Kiev said,
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Budin iz Kijeva je rekao,
11:05
in response to how he felt about
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kao odgovor na pitanje kako se oseća
11:07
the new consumer marketplace,
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u vezi sa novim potrošačkim tržištem,
11:09
"It is too much.
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"To je previše.
11:11
We do not need everything that is there."
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Nije nam potrebno sve što tu postoji."
11:13
A sociologist from
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Jedan sociolog iz
11:15
the Warsaw Survey Agency explained,
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varšavske agencije za istraživanja je objasnio,
11:18
"The older generation jumped from nothing
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"Starija generacija je skočila sa ničega
11:21
to choice all around them.
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na izbore svuda okolo.
11:23
They were never given a chance to learn
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Nikada im nije data šansa da nauče
11:25
how to react."
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kako da reaguju."
11:27
And Tomasz, a young Polish man said,
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A Tomas, mladi Poljak, rekao je
11:30
"I don't need twenty kinds of chewing gum.
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"Nije mi potrebno dvadeset vrsta žvaka.
11:33
I don't mean to say that I want no choice,
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Ne želim da kažem da ne želim izbor,
11:36
but many of these choices are quite artificial."
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ali mnogi od ovih izbora su veštački."
11:40
In reality, many choices are between things
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U stvarnosti, mnogo je izbora između stvari
11:43
that are not that much different.
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koje i nisu toliko različite.
11:47
The value of choice
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Vrednost izbora
11:49
depends on our ability
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zavisi od naše sposobnosti
11:51
to perceive differences
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da vidimo razlike
11:53
between the options.
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između mogućnosti.
11:55
Americans train their whole lives
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Amerikanci celog svog života
11:57
to play "spot the difference."
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vežbaju igru "uoči razlike".
12:00
They practice this from such an early age
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Oni to vežbaju od tako ranog uzrasta
12:02
that they've come to believe that everyone
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da su počeli da veruju da mora da je svako
12:04
must be born with this ability.
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rođen sa ovom sposobnošću.
12:06
In fact, though all humans share
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Zapravo, iako svi ljudi dele
12:08
a basic need and desire for choice,
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osnovnu potrebu i želju za izborom,
12:11
we don't all see choice in the same places
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ne vidimo svi izbore na istim mestima
12:14
or to the same extent.
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ili do iste mere.
12:16
When someone can't see how one choice
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Kada neko ne vidi kako se jedan
12:18
is unlike another,
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izbor razlikuje od drugog,
12:20
or when there are too many choices to compare and contrast,
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ili kada postoji previše izbora za poređenje i upoređivanje,
12:23
the process of choosing can be
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proces biranja može biti
12:25
confusing and frustrating.
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zbunjujuć i frustrirajući.
12:28
Instead of making better choices,
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Umesto da činimo bolje izbore,
12:30
we become overwhelmed by choice,
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mi postajemo njima preplavljeni
12:32
sometimes even afraid of it.
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a nekad čak i uplašeni.
12:35
Choice no longer offers opportunities,
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Izbor više ne nudi mogućnosti
12:37
but imposes constraints.
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nego nameće ograničenja.
12:39
It's not a marker of liberation,
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Zbog beznačajnih sitnica
12:41
but of suffocation
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postaje obeležje gušenja,
12:43
by meaningless minutiae.
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a ne slobode.
12:45
In other words,
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Drugim rečima,
12:47
choice can develop into the very opposite
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izbor može postati direktna suprotnost
12:49
of everything it represents
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svega onoga što predstavlja
12:51
in America
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u Americi,
12:53
when it is thrust upon those
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kada se nametne onima
12:55
who are insufficiently prepared for it.
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koji su za njega nedovoljno pripremljeni.
12:58
But it is not only other people
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Ali nisu samo drugi ljudi
13:00
in other places
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u drugim mestima ti
13:02
that are feeling the pressure
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koji osećaju pritisak
13:04
of ever-increasing choice.
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sve većih mogućnosti izbora.
13:06
Americans themselves are discovering
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I sami Amerikanci otkrivaju
13:08
that unlimited choice
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da neograničen izbor
13:10
seems more attractive in theory
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deluje primamljivije u teoriji
13:12
than in practice.
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nego u praksi.
13:14
We all have physical, mental
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Svi imamo fizička, mentalna
13:17
and emotional (Laughter) limitations
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i emocionalna ograničenja
13:19
that make it impossible for us
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koja onemogućavaju
13:21
to process every single choice we encounter,
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da obradimo svaki pojedini izbor sa kojim se susrećemo,
13:24
even in the grocery store,
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čak i u piljarnici,
13:26
let alone over the course of our entire lives.
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a kamoli tokom celog našeg životnog veka.
13:29
A number of my studies have shown
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Neka od mojih istraživanja su pokazala
13:32
that when you give people 10 or more options
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da, kada date ljudima 10 ili više mogućnosti
13:34
when they're making a choice, they make poorer decisions,
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za izbor, oni će donositi lošije odluke,
13:37
whether it be health care, investment,
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bilo da se radi o zdravlju, investicijama,
13:39
other critical areas.
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ili drugim bitnim oblastima.
13:41
Yet still, many of us believe
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Ipak, mnogi od nas veruju
13:43
that we should make all our own choices
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da bi trebalo da sami donosimo svoje odluke
13:46
and seek out even more of them.
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i da ih tražimo još više.
13:49
This brings me to the third,
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Ovo me dovodi do treće,
13:52
and perhaps most problematic, assumption:
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i možda najproblematičnije pretpostavke:
13:55
"You must never
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"Nikada ne smete
13:57
say no to choice."
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reći ne izboru".
14:00
To examine this, let's go back to the U.S.
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Da bismo ispitali ovo, vratimo se u SAD
14:02
and then hop across the pond to France.
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i onda preskočimo preko bare u Francusku.
14:05
Right outside Chicago,
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Nadomak Čikaga,
14:08
a young couple, Susan and Daniel Mitchell,
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mladi par, Suzan i Danijel Mičel
14:10
were about to have their first baby.
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je trebalo da dobiju svoju prvu bebu.
14:13
They'd already picked out a name for her,
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Već su odabrali ime,
14:15
Barbara, after her grandmother.
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Barbara, po baki.
14:18
One night, when Susan was seven months pregnant,
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Jedne noći, kad je Suzan bila u sedmom mesecu trudnoće,
14:21
she started to experience contractions
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počela je da oseća kontrakcije
14:23
and was rushed to the emergency room.
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i odveli su je u hitnu.
14:26
The baby was delivered through a C-section,
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Beba je na svet došla carskim rezom,
14:29
but Barbara suffered cerebral anoxia,
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ali Barbara je obolela od cerebralne anoksije,
14:31
a loss of oxygen to the brain.
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gubitka kiseonika u mozgu.
14:34
Unable to breathe on her own,
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U nemogućnosti da sama diše,
14:36
she was put on a ventilator.
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stavljena je na aparat.
14:38
Two days later,
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Dva dana kasnije,
14:40
the doctors gave the Mitchells
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doktori su Mičelovima
14:42
a choice:
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ponudili izbor.
14:44
They could either remove Barbara
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Ili da skinu Barbaru
14:46
off the life support,
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sa aparata,
14:48
in which case she would die within a matter of hours,
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u kom slučaju bi umrla u roku od nekoliko sati,
14:51
or they could keep her on life support,
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ili da je održavaju na aparatima,
14:54
in which case she might still die
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u kom slučaju bi možda umrla
14:56
within a matter of days.
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u roku od nekoliko dana.
14:58
If she survived, she would remain
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Ako preživi, ostala bi
15:00
in a permanent vegetative state,
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u stalnom vegetativnom stanju,
15:03
never able to walk, talk
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nikada ne bi hodala, govorila
15:06
or interact with others.
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ili stupala u vezu s ljudima.
15:09
What do they do?
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Šta su oni učinili?
15:11
What do any parent do?
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Šta bi bilo koji roditelj učinio?
15:17
In a study I conducted
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U jednoj studiji koju sam vodila
15:19
with Simona Botti and Kristina Orfali,
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sa Simonom Boti i Kristinom Orfali,
15:21
American and French parents
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intervjuisani su američki
15:23
were interviewed.
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i francuski roditelji.
15:25
They had all suffered
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Svi su doživeli
15:27
the same tragedy.
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istu tu tragediju.
15:29
In all cases, the life support was removed,
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U svim slučajevima su aparati ugašeni
15:32
and the infants had died.
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i bebe su umrle.
15:34
But there was a big difference.
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Ali postojala je velika razlika.
15:36
In France, the doctors decided whether and when
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U Francuskoj, doktori su odlučivali da li i kada
15:39
the life support would be removed,
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će se isključiti aparati,
15:42
while in the United States,
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dok su u Sjedinjenim Državama
15:44
the final decision rested with the parents.
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poslednju odluku donosili roditelji.
15:48
We wondered:
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Pitali smo se:
15:50
does this have an effect on how the parents
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da li ovo ima veze s tim kako roditelji
15:52
cope with the loss of their loved one?
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izlaze na kraj sa gubitkom voljenog deteta?
15:55
We found that it did.
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Otkrili smo da ima.
15:58
Even up to a year later,
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Čak i do godinu dana kasnije,
16:00
American parents
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američki roditelji
16:02
were more likely to express negative emotions,
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su bili skloniji da izražavaju negativna osećanja
16:04
as compared to their French counterparts.
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u poređenju sa francuskim roditeljima.
16:07
French parents were more likely to say things like,
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Francuski roditelji su govorili stvari kao,
16:10
"Noah was here for so little time,
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"Noa je bio tu tako kratko,
16:13
but he taught us so much.
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ali nas je naučio tako mnogo.
16:15
He gave us a new perspective on life."
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Dao nam je novi pogled na život."
16:19
American parents were more likely to say things like,
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Američki roditelji su govorili stvari kao,
16:22
"What if? What if?"
400
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"Šta bi bilo? Šta bi bilo?"
16:25
Another parent complained,
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Jedan roditelj se žalio,
16:27
"I feel as if they purposefully tortured me.
402
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"Osećam da su me namerno mučili.
16:30
How did they get me to do that?"
403
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Kako su me naveli da to uradim?"
16:33
And another parent said,
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A jedan drugi je rekao,
16:35
"I feel as if I've played a role
405
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"Osećam kao da sam imao ulogu
16:37
in an execution."
406
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u pogubljenju."
16:40
But when the American parents were asked
407
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Ali kada smo upitali američke roditelje
16:42
if they would rather have had
408
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da li bi radije da
16:44
the doctors make the decision,
409
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su doktori doneli odluku,
16:47
they all said, "No."
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svi su rekli, "Ne."
16:49
They could not imagine
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Nisu mogli da zamisle
16:51
turning that choice over to another,
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da taj izbor predaju nekom drugom,
16:53
even though having made that choice
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iako su se zbog te odluke
16:56
made them feel trapped,
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osećali kao u zamci,
16:58
guilty, angry.
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krivi, ljuti.
17:00
In a number of cases
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U nemalom broju slučajeva
17:02
they were even clinically depressed.
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čak su bili klinički depresivni.
17:05
These parents could not contemplate
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Ovi roditelji nisu mogli da zamisle
17:07
giving up the choice,
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da se odreknu tog izbora,
17:09
because to do so would have gone contrary
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jer bi to bilo u suprotnosti
17:11
to everything they had been taught
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sa svime što su naučili
17:14
and everything they had come to believe
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i svime u šta veruju
17:16
about the power
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o moći
17:18
and purpose of choice.
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i svrsi izbora.
17:21
In her essay, "The White Album,"
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U svom eseju, "Beli album",
17:24
Joan Didion writes,
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Džoan Didion piše,
17:27
"We tell ourselves stories
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"Pričamo sebi priče
17:29
in order to live.
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da bismo živeli.
17:31
We interpret what we see,
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Interpretiramo ono što vidimo,
17:33
select the most workable
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od mnogih mogućnosti
17:35
of the multiple choices.
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biramo najbolju.
17:37
We live entirely by the imposition
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U potpunosti živimo od nametanja
17:39
of a narrative line
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narativa
17:41
upon disparate images,
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različitim slikama,
17:43
by the idea with which we have learned to freeze
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od ideje kojom učimo da zamrznemo
17:46
the shifting phantasmagoria,
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promenljivu fantazmagoriju
17:48
which is our actual experience."
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koja je naše stvarno iskustvo."
17:53
The story Americans tell,
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Priča koju Amerikanci pričaju,
17:55
the story upon which
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priča od koje
17:57
the American dream depends,
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zavisi američki san,
17:59
is the story of limitless choice.
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je priča o bezgraničnim izborima.
18:02
This narrative
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Narativ
18:04
promises so much:
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toliko mnogo obećava:
18:06
freedom, happiness,
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slobodu, sreću,
18:08
success.
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uspeh.
18:10
It lays the world at your feet and says,
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Prostire svet pred vašim stopama i kaže,
18:13
"You can have anything, everything."
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"Možeš imati bilo šta, sve."
18:17
It's a great story,
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To je super priča,
18:19
and it's understandable why they would be reluctant
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i razumljivo je zašto su ljudi nevoljni
18:21
to revise it.
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da je preispitaju.
18:24
But when you take a close look,
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Ali kada bolje pogledate,
18:26
you start to see the holes,
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počinjete da vidite rupe,
18:28
and you start to see that the story
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i počinjete da uviđate da ta priča
18:30
can be told in many other ways.
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može da se ispriča na mnogo drugih načina.
18:33
Americans have so often tried to
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Amerikanci tako često pokušavaju
18:35
disseminate their ideas of choice,
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da rašire svoju ideju izbora,
18:38
believing that they will be, or ought to be,
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verujući da će biti i da treba da budu
18:41
welcomed with open hearts and minds.
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prihvaćeni otvorenih srca i umova.
18:44
But the history books and the daily news tell us
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Ali istorijske knjige i dnevne vesti
18:47
it doesn't always work out that way.
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pokazuju nam da nije uvek tako.
18:50
The phantasmagoria,
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Ta fantazmagorija,
18:52
the actual experience that we try to understand
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konkretno iskustvo koje pokušavamo da razumemo
18:54
and organize through narrative,
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i organizujemo kroz narativ,
18:57
varies from place to place.
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varira od mesta do mesta.
19:00
No single narrative serves the needs
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Nijedan narativ ne zadovoljava
19:02
of everyone everywhere.
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potrebe svih i svuda.
19:06
Moreover, Americans themselves
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Štaviše, i samim Amerikancima bi
19:09
could benefit from incorporating
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koristilo da usvoje
19:12
new perspectives into their own narrative,
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nove perspektive u svoj narativ
19:15
which has been driving their choices
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koji već dugo
19:17
for so long.
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upravlja njihovim izborima.
19:20
Robert Frost once said that,
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Robert Frost je jednom rekao da,
19:23
"It is poetry that is lost in translation."
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"Poezija se gubi u prevodu".
19:27
This suggests that
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Ovo govori da
19:29
whatever is beautiful and moving,
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sve što je lepo i dirljivo,
19:31
whatever gives us a new way to see,
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sve što nam daje novi način gledanja,
19:34
cannot be communicated to those
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ne može da se rečima prenese
19:36
who speak a different language.
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onima koji govore neki drugi jezik.
19:39
But Joseph Brodsky said that,
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Ali Džozef Brodsky je rekao da,
19:41
"It is poetry
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"Je poezija ta
19:43
that is gained in translation,"
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koja se prevodom dobija",
19:45
suggesting that translation
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sugerišući da prevod
19:47
can be a creative,
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može biti kreativni
19:49
transformative act.
484
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čin transformacije.
19:52
When it comes to choice,
485
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Kada se radi o izborima,
19:54
we have far more to gain than to lose
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mnogo više možemo dobiti nego izgubiti
19:57
by engaging in the many
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uključivanjem u mnoge
20:00
translations of the narratives.
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prevode narativa.
20:03
Instead of replacing
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Umesto da jednu
20:05
one story with another,
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priču zamenimo drugom,
20:07
we can learn from and revel in
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možemo da naučimo i uživamo
20:09
the many versions that exist
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iz mnogih postojećih verzija
20:12
and the many that have yet to be written.
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i mnogih koje će tek biti napisane.
20:15
No matter where we're from
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Nebitno odakle smo
20:18
and what your narrative is,
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i kakav nam je narativ,
20:20
we all have a responsibility
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svi imamo odgovornost
20:22
to open ourselves up to a wider array
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da se otvorimo širini
20:24
of what choice can do,
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onoga što izbor može biti
20:27
and what it can represent.
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i šta može predstavljati.
20:30
And this does not lead to
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I to ne vodi
20:32
a paralyzing moral relativism.
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parališućem moralnom relativizmu.
20:35
Rather, it teaches us when
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Umesto toga, uči nas kada
20:37
and how to act.
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i kako da delamo.
20:39
It brings us that much closer
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Dovodi nas toliko bliže
20:41
to realizing the full potential of choice,
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shvatanju punog potencijala izbora,
20:44
to inspiring the hope
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inspirisanju nade
20:46
and achieving the freedom
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i dostizanju slobode
20:48
that choice promises
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koje izbori obećavaju
20:50
but doesn't always deliver.
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ali ne ispunjavaju uvek.
20:52
If we learn to speak to one another,
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Ako naučimo da razgovaramo,
20:55
albeit through translation,
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čak i sa prevodom,
20:58
then we can begin to see choice
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onda možemo videti izbor
21:00
in all its strangeness,
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u svoj svojoj neobičnosti,
21:02
complexity
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složenosti,
21:05
and compelling beauty.
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i neodoljivoj lepoti.
21:07
Thank you.
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Hvala vam.
21:09
(Applause)
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(aplauz)
21:20
Bruno Giussani: Thank you.
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Bruno Đuzani: Hvala.
21:23
Sheena, there is a detail about your biography
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Šina, postoji jedan detalj u Vašoj biografiji
21:26
that we have not written in the program book.
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koji nismo napisali u programu.
21:28
But by now it's evident to everyone in this room. You're blind.
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Do sada je to očigledno svima u prostoriji. Vi ste slepi.
21:31
And I guess one of the questions on everybody's mind is:
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I pretpostavljam da je jedno od pitanja koje je svima na pameti:
21:34
How does that influence your study of choosing
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Kako to utiče na Vaša istraživanja izbora,
21:37
because that's an activity
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jer to je aktivnost
21:39
that for most people is associated with visual inputs
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koja, za mnoge, ima veze sa vizuelnim stimulusima,
21:42
like aesthetics and color and so on?
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kao estetika i boja i slično?
21:46
Sheena Iyengar: Well, it's funny that you should ask that
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Šina Ijengar: Pa, interesantno da pitate to,
21:48
because one of the things that's interesting about being blind
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jer jedna od interesatnih stvari u vezi s tim što sam slepa
21:51
is you actually get a different vantage point
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je što zapravo imate prednost
21:53
when you observe the way
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kada posmatrate kako
21:55
sighted people make choices.
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ljudi sa čulom vida posmatraju izbor.
21:57
And as you just mentioned, there's lots of choices out there
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I kao što se spomenuli, mnogi izbori
21:59
that are very visual these days.
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ovih dana su veoma vizuelni.
22:01
Yeah, I -- as you would expect --
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Da, ja - kao što možete očekivati -
22:03
get pretty frustrated by choices
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se prilično isfrustriram izborom
22:05
like what nail polish to put on
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na primer laka za nokte
22:07
because I have to rely on what other people suggest.
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jer moram da se oslonim da ono što drugi predlažu.
22:09
And I can't decide.
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I ne mogu da odlučim.
22:11
And so one time I was in a beauty salon,
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Tako sam jednom bila u salonu lepote
22:13
and I was trying to decide between two very light shades of pink.
540
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i pokušavala da se odlučim između dve veoma svetle nijanse roze.
22:16
And one was called "Ballet Slippers."
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Jedna se zvala "Baletske patike".
22:18
And the other one was called "Adorable."
542
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A druga se zvala "Neodoljiva".
22:21
(Laughter)
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(smeh)
22:23
And so I asked these two ladies,
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Pitala sam neke dve dame.
22:25
and the one lady told me, "Well, you should definitely wear 'Ballet Slippers.'"
545
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Jedna mi je rekla, "Svakako morate uzeti 'Baletske patike'".
22:27
"Well, what does it look like?"
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"Pa, kako izgleda ta boja?"
22:29
"Well, it's a very elegant shade of pink."
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"Pa, to je veoma elegantna nijansa roze."
22:31
"Okay, great."
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"Okej, super."
22:33
The other lady tells me to wear "Adorable."
549
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Druga žena mi kaže da uzmem "Neodoljivu".
22:35
"What does it look like?"
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"Kakva je ta boja?"
22:37
"It's a glamorous shade of pink."
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"To je glamurozna nijansa roze."
22:41
And so I asked them, "Well, how do I tell them apart?
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Pitala sam ih, "Pa, kako da ih razlikujem?
22:43
What's different about them?"
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Po čemu se razlikuju?"
22:45
And they said, "Well, one is elegant, the other one's glamorous."
554
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Rekle su, "Pa, jedna je elegantna, druga je glamurozna."
22:47
Okay, we got that.
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Okej, to znamo.
22:49
And the only thing they had consensus on:
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Jedina stvar oko koje su se složile:
22:51
well, if I could see them, I would
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pa, da mogu da ih vidim,
22:53
clearly be able to tell them apart.
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sigurno bih mogla i da ih razlikujem.
22:55
(Laughter)
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(smeh)
22:57
And what I wondered was whether they were being affected
560
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Zanimalo me je da li su pod uticajem
23:00
by the name or the content of the color,
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naziva ili sadržaja boje.
23:02
so I decided to do a little experiment.
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Tako sam se odlučila na jedan eksperiment.
23:05
So I brought these two bottles of nail polish into the laboratory,
563
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Donela sam te dve bočice laka u laboratoriju
23:08
and I stripped the labels off.
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i skinula nalepnice.
23:10
And I brought women into the laboratory,
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Dovela sam žene u laboratoriju
23:12
and I asked them, "Which one would you pick?"
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i pitala ih, "Koju biste odabrali?"
23:14
50 percent of the women accused me of playing a trick,
567
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50% žena me je optužilo za varanje,
23:17
of putting the same color nail polish
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da sam stavila istu boju laka za nokte
23:19
in both those bottles.
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u obe te bočice.
23:21
(Laughter)
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(smeh)
23:23
(Applause)
571
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(aplauz)
23:27
At which point you start to wonder who the trick's really played on.
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U tom trenutku se zapitate ko tu koga zeza.
23:30
Now, of the women that could tell them apart,
573
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One žene koje su mogle da ih razlikuju,
23:33
when the labels were off, they picked "Adorable,"
574
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kada su nalepnice skinute, birale su "Neodoljivu",
23:36
and when the labels were on,
575
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a kada nalepnice nisu skidane,
23:38
they picked "Ballet Slippers."
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birale su "Baletske patike".
23:41
So as far as I can tell,
577
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Dakle, koliko ja vidim,
23:43
a rose by any other name
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ruža pod drugim imenom
23:45
probably does look different
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verovatno izgleda drugačije
23:47
and maybe even smells different.
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a možda čak i miriše drugačije.
23:50
BG: Thank you. Sheena Iyengar. Thank you Sheena.
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BĐ: Hvala vam. Šina Ajengar. Hvala Vam Šina.
23:53
(Applause)
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(aplauz)
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