Erez Yoeli: How to motivate people to do good for others
埃雷兹 · 尤利: 如何激励人们多行善事?
Erez Yoeli's research focuses on altruism: understanding how it works and how to promote it. Full bio
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give to charity, conserve resources,
as washing their mugs at work
自己的马克杯这种小事,
always full of dirty dishes?
working on this problem,
that prevents blackouts
on a tried-and-true technology.
administration even called
America's electrical grid."
great technological solutions,
the power company sent them a nice letter,
寄出了一封措辞动人的信,
all the program's benefits,
into a hotline if they were interested.
we suggested one small change.
提议了一个小的改动。
that they'd post near the mailboxes
about what others think of them,
其他人如何看自己,
as generous and kind,
being seen as selfish or a mooch.
this is a big part of why people do good,
人们做善行的很大一部分原因,
more credit for doing good,
人们更乐意参与善行,
a really big difference.
switching from a hotline,
about your good deed,
can see your name.
nonprofits, companies,
和公司的合作中,
to do more good,
the first item on that checklist.
清单上第一条是什么。
about good deeds.
some of you are probably thinking,
善行得到了赞誉,
I'm getting credit for my good deed,
decisions in private,
如何按时支付账单。
or how to pay their bills on time.
可以被人观察到时,
their decision more observable,
to the opportunity to do good.
so powerful about our approach
people's existing desire to do good,
实践到做好事中,
to prevent a blackout.
of thousands of letters every election
发送数十万封信
to motivate them to go to the polls.
the following sentence:
about your experience at the polls."
你在民调中的经历。”
more observable when you go to the polls,
会获取更多的关注,
of the letter by 50 percent.
the cost of getting an additional vote
额外投票所需的花费
to donate blood more frequently
on local newsletters,
公布未按时缴税名单
on a public website.
to buy a more fuel-efficient car
这款更省油的车…
was observable from a mile away.
asking for money on the sidewalk
and look really busy,
华丽丽的错过捐赠箱。
waltz right on by the donation box.
and there's a Salvation Army volunteer,
from the Salvation Army
stood in front of just one door,
by going out the other door.
"Oh, I didn't see the volunteer,"
“噢,我没看到志愿者。”
something from over there,"
to the second item on our checklist:
standing in front of both doors,
were out in the parking lot,
as they came in and out of the store,
stood in front of both doors,
out of the store at all.
so they decided to look into it further,
因此决定一探究竟,
was actually a third, smaller utility door
in order to avoid the volunteers.
转而从那个门出去了。
an important lesson though.
we need to be very thorough,
一定要考虑周到,
really creative in making them.
deadly consequences.
deadliest infectious disease has a cure,
最可怕的传染病可治愈,
almost every time?
方法,你觉得如何?
we've got the solution.
我们也有解决方案。
get other people sick.
we've been collaborating
called Keheala
as they undergo treatment.
TB treatment, it's really tough.
治疗是非常难的。
a really strong antibiotic
更长时间里,每天都要
that it will make you feel sick.
会让你感觉很难受,
you have to go back to the clinic
in order to get more pills,
结核病常见的其他地方,
or other places where TB is common,
about going someplace pretty far,
a half day off of work every week
根本不敢轻易丢掉的
can't afford to lose.
that there's a terrible stigma,
事实时情况会更糟,
to find that you have the disease.
故事来自这样一些女人,
are actually from women
domestic violence can be kind of common,
hide it from their husbands
that people don't complete treatment.
完成治疗也就不足为奇了。
坚持完成治疗吗?
to remind them to take their medication,
发信息提醒他们服药,
but then I totally forgot,
但之后我就忘了,
and I just forgot about it."
that they've taken their medication.
我们会再次发消息提醒。
we text them yet again.
they still haven't verified,
uses all sorts of behavioral techniques,
是运用各种行为技巧,
probably noticed, observability,
not to complete treatment.
you need to be aware of.
or Japan or London,
on the right-hand side of the escalator
not everywhere is that the norm,
都有这种约定俗成的规矩,
where you can just stand on both sides
通行是更好的方式,
and let them go by,
to do that some places.
are really sensitive to cues
in a particular situation,
and final item on our checklist:
第三条,也是最后一条:
to communicate expectations;
is doing the good deed."
sends people in their electricity bill
their energy consumption
with similarly sized homes.
neighbors are using less electricity,
消耗更少的电时,
吸引人们投票或捐款,
to get people to vote or give to charity
to communicate expectations;
just at the right time.
of turning off the lights
into an environmental contribution.
lots of different ways to do this,
不同的方式来做这件事,
with important social consequences,
解决重要的社会问题,
to motivate people to do more good.
can help you with this.
that you raise additional funds
any more fancy technologies.
eliminating excuses
ABOUT THE SPEAKER
Erez Yoeli - Research scientistErez Yoeli's research focuses on altruism: understanding how it works and how to promote it.
Why you should listen
Erez (pronounced ‘EH-rez’) Yoeli is a research scientist at MIT's Sloan School of Management, where he directs the Applied Cooperation Team. His research focuses on altruism: understanding how it works and how to promote it. He collaborates with governments, nonprofits and companies to apply these insights to address real-world challenges like increasing energy conservation, improving antibiotic adherence, reducing smoking in public places and promoting philanthropy.
Yoeli teaches the undergraduate Game Theory course at Harvard and regularly publishes theoretical and applied academic research articles. He shares his research highlights through frequent talks and featured articles in the New York Times, The Economist, Quartz and Behavioral Scientist. His research has also been profiled nationally and internationally in publications like TIME and Huffington Post.
Yoeli received his PhD in economics from the University of Chicago Booth School of Business. Before founding the Applied Cooperation Team, he was an economist at the US Federal Trade Commission and served as an expert witness in cases against companies that defrauded consumers. In an earlier, "pre-economist" life, he was a classical percussionist. He enjoys spicy food, hiking and spending time with his two very cuddly cats.
Erez Yoeli | Speaker | TED.com