- [sniffing]

它們讓你元氣滿滿一整天

Ah, nothing like bacon and eggs in the morning.

它們是顯而易見的完美組合

It's a hearty meal that holds you together for the whole day.

而且都非常容易取得

It's a combination so obvious that it's been around

人們很自然地喜歡將它們組合在一起

for as long as both foods existed.

因此它們成了早餐的主力陣容

Humans naturally loved these foods together,

然而真是如此嗎？

so they became a staple of breakfast.

如果我告訴你傳統的培根雞蛋組合

Or did they?

並不是我們自然歷史的一部分

What if I were to tell you that the traditional combination

而是一個對公眾的陰謀

of bacon and eggs isn't part of our natural history,

一個社會幕後推手精心策劃的謊言

but is instead a corporate conspiracy

這才不是什麼冠軍們的早餐

orchestrated by society's true puppet masters?

而是為溫順的羊羔們準備的

It isn't a breakfast for champions.

我們對平凡無奇的事視若無睹

It's a breakfast for sheeple.

因為這都是大眾自由選擇的結果

[electronic music]

但事實上有些時候

♪ ♪

這些決定是由一兩個人所做出的

We think that a lot of commonplace things

這些少數人創造了一些事物

are the way they are because of collective free choice,

現在被絕大多數人所接受

when in fact, sometimes,

成為社會和生活的一部分

one or two people alone

現在我要告訴你培根和雞蛋背後的真實故事

made a decision and created something

這個故事源自西格蒙德佛洛伊德

that is now taken for granted as part of society--

或者應該說是他的侄子愛德華伯內斯

just part of life.

伯內斯被譽為公共關係之父

Here's the real story behind bacon and eggs.

公共關係其實是一種產物

It all begins with Sigmund Freud.

當這個世界變成小到足以...

Or rather, his nephew, Edward Bernays.

可以同時管理很多人

Bernays is credited as the "Father of Public Relations,"

得益於鋪天蓋地的廣告

the product of a time when the world

新聞和廣播可以快速地滲入到人群當中

had become just small enough

伯內斯有意識地利用大眾媒體

that you could manipulate a lot of people at once

並不是為了傳遞資訊

because of the way that advertising, news,

而是為了操控資訊

and radio could reach a large number of people quickly.

1920年代，伯內斯問一位自己公司裡的醫生

Bernays took advantage of mass media

他問醫生 早餐應該油膩還是清淡

not with the intention to inform,

這位醫生堅定地說

but with the intention to control.

我認為油膩一些比較好

In the 1920s, Ed Bernays asked a doctor

伯內斯於是讓那位醫生

who worked at his agency whether a breakfast should be

召集另外4,500名醫生來證實這一觀點

heavy or light, and the doctor pretty much said,

他們一致贊同

"I guess heavy would be better."

油膩的早餐有益於美國人民的身體健康

Bernays then had that doctor

而後伯內斯遊說各大報刊

get 4,500 other doctors to confirm that.

讓他們悉數刊載醫生的言論

- All of them concurred that a heavy breakfast

說人們需要一頓滿足大量油脂攝入的早餐

was better for the health of the American people.

但他並不是出於大眾健康的考量

- Then, Bernays lobbied newspapers

而是為了一個叫做 Beech-Nut Packing 的公司

to publish that all these doctors were saying

一個市場上主要的培根供應商

you should eat a big ol' breakfast.

把他收買了

But he wasn't doing this to improve public health.

培根的銷量提升了

He was doing this because Beech-Nut Packing Company,

我還保存這封

a major supplier of bacon,

來自Bartlett Arkell的信

was paying him to do it.

Beech-Nut Packing公司的總經理

- The sale of bacon went up,

告訴我的

and I still have a letter

所以我們舉國上下 一致認為

from Bartlett Arkell,

培根是我們早餐肉類的首選

president of Beech-Nut Packing Company,

但我們實際上並沒有做這個選擇

telling me so.

那僅僅是早餐而已

- So we collectively, as a country,

我們的生活中充滿了各式各樣的

agreed that bacon was our breakfast meat of choice.

自以為出自我們自由選擇之後的決定

But we didn't actually make that choice at all.

但事實真是如此嗎？

And that's just breakfast.

現今，我們的市場上充斥著

Our lives are full of decisions that we think

各種商品和各類選擇

we make of our own free will.

這樣的情況是好是壞

But do we?

大多數人說他們希望選擇多多益善

[dramatic music]

但是真的如此？

These days, our markets are inundated

我們帶著相機和幾磅果凍豆

with products and choices.

到威尼斯海灘去尋找答案

But is having many choices good or bad?

首先 我們邀請人們...

[dreamy electronic music]

從兩種口味中，挑一種口味

♪ ♪

- 如何？ - 很好

Most people say they like a lot of choices.

- 喜歡你選擇的口味嗎？ - 我很喜歡

But do they really?

謝謝

We took our cameras and a few pounds of jelly beans

這是很簡單的選擇

to Venice Beach to find out.

之所以選它，是因為 我希望嘴裡氣味清新

First, we invited people to pick

我喜歡這味，我喜歡檸檬和柑橘 一切跟它們類似的東西

one of two flavor choices.

很好吃 我很滿意我的選擇

- Yeah, good.

大部分參與者面臨兩種選擇的時候

- Yeah, I'm happy with it. Yeah.

都對他們的選擇感到滿意

Thank you.

但是，如果我們提供更多選擇 結果如何？

It was an easy choice to make.

參與者們會滿意他們的決定嗎？

I chose it 'cause I wanted something fresh in my mouth.

我看看

- I like it--I like lemon and citrus and everything like that.

不要甘草

Good taste. I'm happy with my choice.

- 好的，我能多選幾個嗎？ - 只能擇一

- Most subjects were content with their selection

哦，好吧

when it was a choice between two options.

我有點後悔沒試試水果味道

But what happens when we offer more choices?

因為就果凍豆來說 它更加...

Will the subjects be just as happy with their decision?

水果味更自然

- I see.

我或許應該

Not licorice...

堅持我的第一選擇樹莓

Okay. Can I do more than one? Or just one?

也許那樣我就會滿意

- Oh, my goodness.

選擇太多了

Mmm.

- 我只能選一種嗎？ - 對

Mm-hmm.

- 好吧，棉花糖 - 喜歡你選擇的口味嗎？

Well, I'm kind of regretting not trying a fruit one.

我不知道

Because with jelly beans, it's more--

大家總是在質疑，比方說

fruit is more natural to me.

「我是否做了正確的選擇」 對吧？

Like, I probably should have gone

就像一開始，我想嚐嚐鳳梨口味

for my first choice, raspberry.

但是隨後我又想嚐嚐棉花糖味

Maybe I would have been happy.

我不想錯過棉花糖或者蜜桃

- There's, um--I mean, there's a lot to choose from.

甚至...藍莓味

I'm gonna try one?

如果能再選一次 我會選蜜桃

- Okay. Marshmallow.

鳳梨

- I don't know. Uh...

很好，這是我最喜歡的水果

You're always questioning, like,

嗯，我應該試試看藍莓味

"Did I make the right choice," right?

也是我喜歡的水果之一

Like, initially, I wanted to try pineapple,

對於自己的選擇，覺得怎樣？

but then I thought marshmallow,

哦，有點衝動的選擇

I don't want to miss out on marshmallow, or peach,

我有點兒希望

or blueberry even.

能考慮久一點

If I could choose again, I would probably pick peach.

那樣也許我會選出更喜歡的

- All right.

所以，或許有時候

Pineapple.

選擇越少我們越開心

Very good. It's my favorite fruit.

事實上，研究者們早已經

Mmm, I could have had blueberry,

開始在相關方面進行研究

which is also one of my favorites.

根據這個知名的果醬實驗

- Uh, kind of an impulse decision.

席娜伊加爾和馬克雷普 在西元2000年發表的研究指出

I kind of wish I looked at the whole

太多類似的選擇

thing a little bit more. - Yeah.

往往會讓我們無所適從

- Maybe I would have picked a better flavor.

該研究對比了兩種貨架陳列

- So maybe sometimes we're actually

一種上面放了6瓶果醬，另一種放24瓶

happier with fewer choices?

儘管多數消費者選擇了果醬多的貨架

In fact, researchers have been

在選擇較少的貨架面前

exploring this idea for years.

30%的消費者買了果醬

According to the famous jam experiment,

而只有3%的消費者

a study by Sheena Iyengar and Mark Lepper published in 2000,

在貨品多的貨架

too many similar choices may even stop us

買了一瓶果醬

from making any choice at all.

這被稱為，選擇性麻痺

The study compared two store displays:

但是生活總是充滿了選擇

one with 6 varieties of jam and one with 24.

我們希望有選擇

Although fewer consumers stopped to sample jam

不是嗎

at the display with limited choices,

當毫無選擇的時候

a full 30% of them made a purchase.

我們會更高興嗎？

By contrast, only 3% of the consumers

哈囉，歡迎來到下午茶大作戰

at the more extensive display

這是一個競爭激烈

actually bought a jar of jam.

麻煩不斷的節目

This is called "Choice paralysis."

一部分參與者能選擇

But life is all about choices.

咖啡因紅茶或者舒緩花草茶

We like having choices.

另外一些則沒有選擇

Don't we?

喝完茶

Or are we happier

他們就開始猜詞遊戲

when we have no choice at all?

哪些人會更滿意自己的表現呢？

[static]

那些對茶有選擇的人 還是沒有選擇的人

Hello, and welcome to "Tea Time Word Scrambles,"

讓我們來揭曉謎底吧 下午茶時間到

the game show where the competition is steep

我是主持人麥可史蒂文斯

and trouble is always brewing?

來介紹一下我們的選手吉賽兒

Some of our contestants will be given a choice

很高興見到妳吉賽兒

of caffeinated black tea or soothing herbal tea.

我也一樣

And the others will be given no choice at all.

介紹一下自己吧

Once the tea takes effect,

我來自紐約 曾經在洛杉磯住過

they'll be asked to unscramble some words.

吉賽兒，妳知道那聲音意味著什麼嗎？

Which contestants will be happier with their performance?

- 什麼 - 說明下午茶時間到了

Those who have their choice of tea, or those who don't?

- 耶 - 來，坐下吧

Let's find out. It's "Tea Time."

坐到茶座上 - 好的

My name is Michael Stevens, your host today.

我喜歡茶

Let's meet our contestant, Gisele.

我們要開始為你服務了，吉賽兒

- Yay! - Nice to meet you, Gisele.

因為今天你會

- Nice to meet you too.

參與一項猜詞遊戲

- Tell me a little bit about yourself.

- 一項要求精力充沛的任務 - 好的

- I'm from New York, and I've lived in LA for al--

有時間限制

[bell dinging] - Ooh!

但同時，你得專注

Gisele, you know what that sound means.

- 冷靜，別緊張 - 明白

- What? - That means it's Tea Time.

- 要有耐心 - 好

- Yay! - Go ahead and take a seat

今天你來做主

in the Tea Seat. - Okay.

你可以選

I like tea.

讓你保持平靜和專注的花草茶

- Well, you're in for a treat, Gisele.

- 好 - 或者，你可以選...

- Okay. - Because today you are going

紅茶，它含有咖啡因

to be unscrambling words. - Uh-oh.

會讓你精力充沛

- A task that requires energy-- - Yeah.

- 我選紅茶 - 紅茶嗎？

- Because there's a time limit, but it also requires focus.

- 是的 - 好的

-