The Way We Work
Wendy De La Rosa: 3 psychological tricks to help you save money
温迪·德拉罗萨: 帮助你省钱的3个心理技巧
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我们都想存更多的钱，但总的来说，人们很少再这么做了。行为科学家温迪·德拉罗萨研究了人们如何通过日常决策来改善自己的财务状况。她的发现可以帮助你更容易做出多存钱少花钱的承诺。
Wendy De La Rosa - Behavioral scientist
Wendy De La Rosa is a co-founder of Common Cents Lab, where she focuses on using behavioral science to help people make better financial decisions. Full bio
Wendy De La Rosa is a co-founder of Common Cents Lab, where she focuses on using behavioral science to help people make better financial decisions. Full bio
Double-click the English transcript below to play the video.
00:00
We all know that saving is important
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我们都知道省钱很重要，
这是我们应该一直做的事情。
00:02
and is something that we should be doing.
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然而，总的来说，我们很少这么做了。
00:04
And yet, overall, we're doing
less and less of it.
less and less of it.
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【我们的工作方式】
00:06
[The Way We Work]
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00:10
We know what we need to do.
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我们知道要怎么做。
问题在于：我们该如何做？
00:12
The question is: How do we do it?
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我在这里就是要回答这个问题的。
00:14
And that's what I'm here to teach you.
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你的省钱行为与你的智商
00:16
Your savings behavior
isn't a question of how smart you are
isn't a question of how smart you are
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或者你有多强的意志力无关。
00:19
or how much willpower you have.
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我们能省多少钱取决于
我们周边的环境。
我们周边的环境。
00:20
The amount we save depends
on the environmental cues around us.
on the environmental cues around us.
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我来举个例子。
00:24
Let me give you an example.
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我们进行了研究，向其中一组的
00:25
We ran a study in which, in one group,
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人们展示他们的每月收入。
00:28
we showed people
their income on a monthly basis.
their income on a monthly basis.
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在另一组，我们以周为单位
展示他们的收入。
展示他们的收入。
00:31
In another group, we showed people
their income on a weekly basis.
their income on a weekly basis.
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我们的发现表明，
被按周展示收入的人
被按周展示收入的人
00:34
And what we found was that people
who saw their income on a weekly basis
who saw their income on a weekly basis
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能够更好地调整整月的预算。
00:39
were able to budget better
throughout the month.
throughout the month.
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重要的是要知道
00:41
Now, it's important to know
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我们并没有改变人们拿到多少薪水，
00:42
that we didn't change
how much money people were receiving,
how much money people were receiving,
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我们只是改变了他们
理解收入的环境。
理解收入的环境。
00:45
we just changed the environment
in which they understood their income.
in which they understood their income.
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像这样的环境线索产生了影响。
00:48
And environmental cues
like this have an impact.
like this have an impact.
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我不打算和你们分享
你们已经知道的技巧。
你们已经知道的技巧。
00:51
So I'm not going to share tricks with you
that you already know.
that you already know.
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我也不打算告诉你们如何开设储蓄账户，
00:54
I'm not going to tell you
how to open up a savings account
how to open up a savings account
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或者如何开始为你的退休计划存钱。
00:57
or how to start saving
for your retirement.
for your retirement.
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我要和你们分享的是如何更好地
00:59
What I am going to share with you
is how to bridge this gap
is how to bridge this gap
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将省钱的意图
01:02
from your intentions to save
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付诸行动。
01:03
and your actions.
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准备好了吗？
01:05
Are you ready?
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第一点：
01:06
Here's number one:
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利用预先承诺的力量。
01:07
harness the power of pre-commitment.
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我们通常用两种不同的方式看待自己：
01:09
Fundamentally, we think about ourselves
in two different ways:
in two different ways:
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现在自我和未来自我。
01:12
our present self and our future self.
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在未来，我们是完美的。
01:14
In the future, we're perfect.
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在未来，我们会为退休储蓄，
01:16
In the future, we're going to
save for retirement,
save for retirement,
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我们会减重，
01:19
we're going to lose weight,
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会经常给父母打电话。
01:20
we're going to call our parents more.
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但我们常常忘记了未来的自己
01:22
But we oftentimes forget
that our future self
that our future self
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和现在的自己根本没有差别。
01:24
is exactly the same person
as our present self.
as our present self.
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我们知道，最好的储蓄时间之一
是当你收到你的纳税申报单时。
是当你收到你的纳税申报单时。
01:27
We know that one of the best times to save
is when you get your tax return.
is when you get your tax return.
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所以我们做了个A/B测试。
01:30
So we tried an A/B test.
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在第一组，我们在2月初给人们发短信，
01:32
In the first group, we texted people
in early February,
in early February,
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希望赶在他们报税前。
01:36
hopefully before
they even filed for their taxes.
they even filed for their taxes.
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我们问他们，
01:38
And we asked them,
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“如果你得到退税，
会把其中多少钱存起来？”
会把其中多少钱存起来？”
01:39
"If you get a tax refund,
what percentage would you like to save?"
what percentage would you like to save?"
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这真是个很难回答的问题。
01:43
Now this is a really hard question.
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他们不知道他们是否会
得到退税或退了多少。
得到退税或退了多少。
01:44
They didn't know if they would
receive a tax refund or how much.
receive a tax refund or how much.
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但我们还是问了这个问题。
01:48
But we asked the question anyway.
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在第二组中，我们在人们
收到退税后问他们，
收到退税后问他们，
01:50
In the second group, we asked people
right after they received their refund,
right after they received their refund,
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“你会把多少退税存起来？”
01:54
"What percentage would you like to save?"
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结果是这样的。
01:56
Now, here's what happened.
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在第二种情况下，当人们收到退税时，
01:57
In that second condition, when people
just received their tax refund,
just received their tax refund,
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他们想把退税额的17%存起来。
02:01
they wanted to save about 17 percent
of their tax refund.
of their tax refund.
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但在人们填写纳税申报前
就询问的这种情况里，
就询问的这种情况里，
02:04
But in the condition when we asked people
before they even filed their taxes,
before they even filed their taxes,
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当我们在2月询问时，
02:09
savings rates increased
from 17 percent to 27 percent
from 17 percent to 27 percent
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储蓄率从17%增至27%。
02:13
when we asked in February.
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为什么有这种差别？
02:15
Why?
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因为你对未来的自己做了承诺，
02:16
Because you're committing
for your future self,
for your future self,
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当然未来自己能够存下27%。
02:18
and of course your future self
can save 27 percent.
can save 27 percent.
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这些较大的储蓄行为改变
02:21
These large changes in savings behavior
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是因为我们改变了决策环境。
02:23
came from the fact that we changed
the decision-making environment.
the decision-making environment.
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我们希望你们能够驾驭同样的力量。
02:27
We want you to be able
to harness that same power.
to harness that same power.
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所以花点时间
02:29
So take a moment
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想想你可以用什么方式让未来的自己
02:30
and think about the ways in which
you can sign up your future self
you can sign up your future self
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去做一些你今天知道
会有点困难的事情。
会有点困难的事情。
02:34
for something that you know today
will be a little bit hard.
will be a little bit hard.
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注册一个应用程序，
让你提前做出储蓄决定。
让你提前做出储蓄决定。
02:37
Sign up for an app that lets you
make savings decisions in advance.
make savings decisions in advance.
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关键是，你的承诺要有约束力。
02:40
The trick is, you have to have
that binding contract.
that binding contract.
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第二点：利用好转型期。
02:44
Number two: use transition moments
to your advantage.
to your advantage.
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我们在一个帮助老年人
02:47
We did an experiment with a website
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分享住房的网站做过一个实验，
02:49
that helps older adults
share their housing.
share their housing.
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我们在社交媒体上投放了两个广告，
02:52
We ran two ads on social media,
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02:54
targeted to the same
population of 64-year-olds.
population of 64-year-olds.
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都针对64岁的人群。
在一组中，我们说，“嗨，你正在老去。
02:57
In one group, we said,
"Hey, you're getting older.
"Hey, you're getting older.
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你准备好退休了吗？
03:00
Are you ready for retirement?
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共享房子会有帮助。”
03:01
House sharing can help."
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在第二组中，我们更加具体地讲：
03:02
In the second group,
we got a little bit more specific
we got a little bit more specific
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“你现在64岁，马上就65岁。
03:05
and said, "You're 64 turning 65.
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你准备好退休了吗？
03:08
Are you ready for retirement?
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共享房子会有帮助。”
03:09
House sharing can help."
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我们在第二组做的是
03:10
What we're doing in that second group
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强调转型正在发生。
03:12
is highlighting that
a transition is happening.
a transition is happening.
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突然之间，
03:15
All of a sudden,
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当我们强调这点时，我们看到点击率和
03:16
we saw click-through rates,
and ultimately sign-up rates, increase
and ultimately sign-up rates, increase
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最终的注册率都增长了。
03:19
when we highlight that.
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在心理学中，我们称之为“新起点效应。”
03:20
In psychology, we call this
the "fresh start effect."
the "fresh start effect."
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不管这是在一年之初
还是在一个新的季度，
还是在一个新的季度，
03:23
Whether it's the start of a new year
or even a new season,
or even a new season,
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你行动的动力会增加。
03:26
your motivation to act increases.
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所以现在，在日历上为你下一个生日的
03:29
So right now, put a meeting
request on your calendar
request on your calendar
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前一天写一个会议请求。
03:31
for the day before your next birthday.
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确定你最想做的一件理财事项。
03:33
Identify the one financial thing
you most want to do.
you most want to do.
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03:37
And commit yourself to it.
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并尽量去实现。
第三点和最后一点技巧：
03:38
The third and final trick:
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控制好经常的小物品采购。
03:40
get a handle on small, frequent purchases.
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我们做了几个不同的研究，
03:43
We've run a few different studies
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发现人们在买单后
最后悔的头号消费是
最后悔的头号消费是
03:45
and found that the number one purchase
people say they regret, after bank fees,
people say they regret, after bank fees,
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外出就餐。
03:50
is eating out.
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这几乎是我们每天都进行的消费，
03:51
It's a frequent purchase
we make almost every day,
we make almost every day,
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这真是让人剁手的事情。
03:54
and it's death by a thousand cuts.
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来杯咖啡，再来个墨西哥卷饼……
03:56
A coffee here, a burrito there ...
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这些加起来显著降低了
我们储蓄的能力。
我们储蓄的能力。
03:59
It adds up and decreases
our ability to save.
our ability to save.
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04:02
Back when I lived in New York City,
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回到我住在纽约那阵，
我检查了一下我的花销，
04:04
I looked at my expenses
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发现我在拼车应用上花了2000美元。
04:05
and saw that I spent over 2,000 dollars
on ride-sharing apps.
on ride-sharing apps.
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比我在纽约的租金还高。
04:10
It was more than my New York City rent.
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我发誓要做出改变。
04:12
I vowed to make a change.
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下个月，我又花了2000美元——
04:13
And the next month,
I spent 2,000 dollars again --
I spent 2,000 dollars again --
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没有变化，因为信息本身
并无法改变我的行为。
并无法改变我的行为。
04:16
no change, because the information
alone didn't change my behavior.
alone didn't change my behavior.
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我没改变我的环境。
04:20
I didn't change my environment.
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所以现在，我有4000美元的
亏空了，我做了两件事情。
亏空了，我做了两件事情。
04:22
So now that I was 4,000 dollars
in the hole, I did two things.
in the hole, I did two things.
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第一件事是我从拼车应用上
04:26
The first is that I unlinked
my credit card
my credit card
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解绑了我的信用卡。
04:28
from my car-sharing apps.
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反之，我将每个月只有
300美元额度的借记卡绑在上面。
300美元额度的借记卡绑在上面。
04:30
Instead, I linked a debit card
that only had 300 dollars a month.
that only had 300 dollars a month.
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如果我需要更多，
04:34
If I needed more,
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我就得进行整个添加新卡的流程，
04:35
I had to go through the whole process
of adding a new card,
of adding a new card,
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我们知道即便是一个点击，
一个障碍，都可以改变行为。
一个障碍，都可以改变行为。
04:38
and we know that every click,
every barrier, changes our behavior.
every barrier, changes our behavior.
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我们不是机器。
04:42
We aren't machines.
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我们不会每天都带着算盘，
04:44
We don't carry around an abacus every day,
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把我们花的钱加起来
和我们想花的钱做比较。
和我们想花的钱做比较。
04:46
adding up what we're spending,
in comparison to what we wanted.
in comparison to what we wanted.
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但我们的大脑很擅长
04:50
But what our brains are very good at
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计算我们做事情的次数。
04:52
is counting up the number of times
we've done something.
we've done something.
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所以我给自己设限。
04:55
So I gave myself a limit.
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我只能每周使用三次拼车应用。
04:57
I can only use ride-sharing apps
three times a week.
three times a week.
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这迫使我限量出行。
05:01
It forced me to ration my travels.
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为了我丈夫的利益，我控制住了
与人共享汽车的费用，
与人共享汽车的费用，
05:03
I got a handle on my car-sharing expenses
to the benefit of my husband,
to the benefit of my husband,
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因为我所做的环境改变。
05:07
because of the environmental
changes that I did.
changes that I did.
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所以无论你买什么东西，都要控制好，
05:09
So get a handle on whatever
that purchase is for you,
that purchase is for you,
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05:12
and change your environment
to make it harder to do so.
to make it harder to do so.
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改变你的环境，让你更难做这一点。
05:16
Those are my tips for you.
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这是我给你们的提示。
但我想让你们记住一件事。
05:17
But I want you to remember one thing.
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作为人类，在储蓄，花费和预算方面，
05:20
As human beings, we can be irrational
when it comes to saving
when it comes to saving
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我们并不理性。
05:24
and spending and budgeting.
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但幸运的是，我们有自知之明，
05:25
But luckily, we know this about ourselves,
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我们可以预测出在特定的
环境中，我们会如何行动。
环境中，我们会如何行动。
05:28
and we can predict how we'll act
under certain environments.
under certain environments.
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把这一点用在储蓄上吧。
05:31
Let's do that with saving.
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让我们通过改变环境来
帮助未来的自己。
帮助未来的自己。
05:33
Let's change our environment
to help our future selves.
to help our future selves.
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ABOUT THE SPEAKER
Wendy De La Rosa - Behavioral scientistWendy De La Rosa is a co-founder of Common Cents Lab, where she focuses on using behavioral science to help people make better financial decisions.
Why you should listen
Wendy De La Rosa's work has been published in Scientific American, PBS Newshour, Forbes and Tech Crunch. In addition, she was recently named a Forbes "30 Under 30" honoree and a Daisy and Paul Soros scholar. De La Rosa is also a PhD at Stanford's Graduate School of Business focusing on consumer behavior.
Prior to starting Common Cents Lab, De La Rosa helped start Google's first behavioral economics unit, optimizing product strategy and design, customer retention and engagement, and revenue across 30+ teams. She was also a researcher at The Wharton School at the University of Pennsylvania, where she collaborated with Dr. Adam Grant on research and application projects related to organizational behavior, employee motivation and burn-out. She was also a private equity investor at Goldman Sachs.
De La Rosa holds a bachelor's in economics with a concentration in management and finance from Wharton. She graduated summa cum laude and Phi Beta Kappa. In her spare time, De La Rosa leads a monthly behavioral economic reading and discussion series.
Wendy De La Rosa | Speaker | TED.com