Name: 【TED】希娜‧艾恩嘉：如何讓選擇更容易 (Sheena Iyengar: How to make choosing easier)
Uploaded: 2016-02-10T22:00:00.000Z
Duration: 16 min 6 s

基礎數量詞

There was also recently a study done with CEOs

in which they followed CEOs around for a whole week.

在調查中，科學家跟著那些總裁整整一個星期

And these scientists simply documented all the various tasks

in making decisions related to these tasks.

他們在一周中平均會參與139件事情

Each task was made up of many, many, many sub-choices of course.

每件事情都由許多選擇以及次要選擇所構成

did they make an hour or more of their time.

about one of the biggest modern day choosing problems that we have,

關於現代生活中我們碰到的最大問題

and I'm going to want to know your answers.

only raise your hand if you want to burn off some calories.

所以如果你舉手的話，只能因此消耗一些熱量

Are you guys ready to hear about the choice overload problem?

你們大家都準備好聽關於「選擇過量」的問題了嗎？

So when I was a graduate student at Stanford University,

當我還是史丹佛大學的研究生時

I used to go to this very, very upscale grocery store;

我經常去一間非常高級的雜貨店

at least at that time it was truly upscale.

至少在那個時候它是非常高級的

Now this store, it was almost like going to an amusement park.

現在這間店幾乎變成了一間遊樂場

They had 250 different kinds of mustards and vinegars

他們有兩百五十種的黃芥茉和醋

and more than two dozen different kinds of bottled water --

and this was during a time when we actually used to drink tap water.

這還是在我們習慣喝水龍頭水的那個年代

They had over 75 different kinds of olive oil,

他們有超過七十五種不同的橄欖油

including those that were in a locked case

that came from thousand-year-old olive trees.

So I one day decided to pay a visit to the manager,

因此，有一天我決定去見經理一面

"Is this model of offering people all this choice really working?"

「這種提供大家所有選擇的行銷模式真的有用嗎？」

And he pointed to the busloads of tourists

We there put out six different flavors of jam

were people more likely to stop, sample some jam?

More people stopped when there were 24, about 60 percent,

大部份的人在有二十四種果醬的時候停下來， 大約佔了百分之六十

則只有百分之四十的人停下來試吃

Of the people who stopped when there were 24,

當人們看到二十四種果醬停下來時

only three percent of them actually bought a jar of jam.

只有百分之三的人真的買了一罐果醬

Of the people who stopped when there were six,

而在只有六種果醬前停下來的人

people were at least six times more likely to buy a jar of jam

人們碰到六種果醬後購買的比率

遠高於碰到二十四種果醬的比率

-至少對我們的腰圍來說是好的-

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【TED】希娜‧艾恩嘉：如何讓選擇更容易 (Sheena Iyengar: How to make choosing easier)

people

engage

increase

aisle