Name: 【TEDx】看法決定一切 (TEDxAthens 2011 - Rory Sutherland)
Uploaded: 2016-06-13T22:00:00.000Z
Duration: 19 min 33 s

A little bit of it, I think, is the nicotine,

but there's something much bigger than that.

但是有件事情卻比尼古丁帶來的傷害要來的重要得多了

Which is ever since, in the U.K., they banned smoking in public places,

自從他們在英國禁止於公共區域抽煙之後

I've never enjoyed a drinks party ever again.

我就再也沒有開心地參加過喝酒的聚會了

And the reason, I only worked out just the other day,

and you stand up and you hold a glass of red wine

然後你就一直不間斷地與人談話到聚會結束嗎

you don't actually want to spend all the time talking.

Sometimes you just want to stand there silently,

有時候你就只想要靜靜的站在那

Sometimes you just want to stand in the corner and stare out of the window.

有時候你就只想要站在一個角落望著窗外

Now the problem is, when you can't smoke,

問題來了，當你不能在室內抽煙

if you stand and stare out of the window on your own,

如果你還獨自一人站在窗邊望著外面

你就好像是一個反社會、不友善的白痴

If you stand and stare out of the window on your own with a cigarette,

你若獨自站著，望向窗外，手中拿著一根煙

What we have is exactly the same thing, the same activity,

我們在這兩個情境中的主體都是做同一件事情、參加同一個活動

但這一個小小的差異，造成你覺得其中一個感覺比較好

and the other one, with just a small change of posture,

只是細微改變其中一個姿勢而已

And I think one of the problems with classical economics

我想其中一個關於古典經濟學的問題

is it's absolutely preoccupied with reality.

And reality isn't a particularly good guide to human happiness.

而專注在現實上並不一定是一個讓人們得到快樂的好方向

Both of them, after all, are in exactly the same stage of life.

這兩者，畢竟，處在人生的相同階段中

You both have too much time on your hands and not much money.

But pensioners are reportedly very, very happy,

但是退休的人據報導是非常、非常快樂的

whereas the unemployed are extraordinarily unhappy and depressed.

然而那些年輕失業的人就非常地不開心且鬱悶

The reason, I think, is that the pensioners believe

這是他們選擇要進入退休生活的

whereas the young unemployed feel it's been thrust upon them.

而年輕的失業者感覺他們是被逼迫的

have actually solved this problem perfectly,

因為，他們已經把失業重新包裝

If you're an upper-middle-class English person,

And that's because having a son who's unemployed in Manchester

因為你若身在曼徹斯特且你的兒子失業

but having a son who's unemployed in Thailand

is really viewed as quite an accomplishment.

就真的被當做是一項了不起的成就

But actually the power to re-brand things -

to understand that actually our experiences, costs, things

去真實地了解我們的經驗、成本、與它們本質上

don't actually much depend on what they really are,

但是我們如何看待之卻造成了很大的差別

這是我真的認為非常重要的一件事

There's an experiment I think Daniel Pink refers to

Every now and then an electric shock is applied to the floor,

The only difference is one of the dogs has a small button in its half of the box.

唯一的差別是其中一隻狗在它那半邊的區域有顆小按鈕

And when it nuzzles the button, the electric shock stops.

而每當有電流通過時按下那個按鈕，電擊就會停止

It's exposed to exactly the same level of pain as the dog in the first box,

它跟第一隻狗一樣要承受相同程度的痛楚

but it has no control over the circumstances.

但卻對環境掌控卻一點辦法都沒有

Generally the first dog can be relatively content.

一般而言第一隻狗會相對地感到滿足

The second dog lapses into complete depression.

而第二隻狗就陷入完全地憂鬱中

The circumstances of our lives may actually matter less to our happiness

我們的生活情境也許與我們感覺到我們對於生活的掌控感比起來

than the sense of control we feel over our lives.

真的對我們的快樂影響沒這麼大

We ask the question - the whole debate in the Western world

我們會問這樣的問題，整個西方世界的爭論

But I think there's another debate to be asked,

但我覺得有另一個值得要問的問題

which is the level of control we have over our tax money.

我們對於我們所繳的稅的控制程度

That what costs us 10 pounds in one context can be a curse.

也許花我們10英鎊的某個名目是我們厭惡的

What costs us 10 pounds in a different context

而另一個也花我們10英鎊的名目

You know, pay 20,000 pounds in tax toward health

付兩萬英鎊的稅給健康相關法案

Pay 20,000 pounds to endow a hospital ward

但是付兩萬英鎊的錢建設醫院病房

I'm probably in the wrong country to talk about willingness to pay tax.

我很可能在一個錯的國家裡頭談論繳稅的意願這個議題

So I'll give you one in return. How you frame things really matters.

所以我會給你另一個關於你怎麼看事情才是真的重要的

or the bailout of a load of stupid banks which lent to Greece?

還是是一堆借錢給希臘的愚蠢銀行的紓困案？

Because they are actually the same thing.

因為，這兩者其實是同一件事情

你怎麼稱呼它們事實上真的會影響

how you react to them, viscerally and morally.

你怎麼對它們去做出反應，不論是出自內心地還是道德上地

I think psychological value is great to be absolutely honest.

我覺得心理學上的價值認為絕對地誠實是最好的

One of my great friends, a professor called Nick Chater,

who's the Professor of Decision Sciences in London,

是一位倫敦的決策科學系所的教授

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【TEDx】看法決定一切 (TEDxAthens 2011 - Rory Sutherland)

people

psychological

perception

brand