Name: 【TED】Barry Schwartz 談選擇的癱瘓 (The paradox of choice | Barry Schwartz)
Uploaded: 2013-04-25T13:55:38.000Z
Duration: 20 min 22 s

I'm going to talk to you about some stuff that's in this book of mine

我要和你們談談我書裡的一些內容

that I hope will resonate with other things you've already heard,

我希望這會和你們已經得到的資訊獲得共鳴

反身代名詞

and I'll try to make some connections myself, in case you miss them.

我也會嘗試做一些連接﹐免得你遺漏了什麼

I want to start with what I call the "official dogma."

The official dogma of all western industrial societies.

if we are interested in maximizing the welfare of our citizens,

the way to do that is to maximize individual freedom.

我們必須讓每個人擁有最大的個人自由

The reason for this is both that freedom is in and of itself good,

valuable, worthwhile, essential to being human.

有益的﹐是身為人的基本價值之一

to do the things that will maximize our welfare,

我們不需要別人來幫我們做決定

The way to maximize freedom is to maximize choice.

最大的自由的方法就是擁有最多選擇

The more choice people have, the more freedom they have,

人們的選擇性越多﹐他們擁有的自由也越多

This, I think, is so deeply embedded in the water supply

這件事深深地銘刻於我們的思源中

that it wouldn't occur to anyone to question it.

And it's also deeply embedded in our lives.

它在每個方面存在我們的生活中

I'll give you some examples of what modern progress has made possible for us.

讓我給你們一個例子﹐看看現代社會發展帶來的可能性

This is my supermarket. Not such a big one.

這是我家附近的超市﹐不算很大

I want to say just a word about salad dressing.

if you don't count the 10 extra-virgin olive oils

如果我們不把那10種特級初榨橄欖油

to make a very large number of your own salad dressings,

你也可以買這兩種東西回去自己調專屬你自己的沙拉醬

in the off-chance that none of the 175 the store has on offer suit you.

如果175種沙拉醬裡沒一樣合你意的話

And then you go to the consumer electronics store to set up a stereo system --

如果你去電子用品店﹐想要裝一套音響系統

speakers, CD player, tape player, tuner, amplifier --

音箱﹐CD播放器﹐卡帶播放器﹐調節器﹐擴音器

and in this one single consumer electronics store,

We can construct six-and-a-half-million different stereo systems

我們可以從一家電子用品店裡所提供的不同零件裡

out of the components that are on offer in one store.

組裝出六百五十萬種不同的音響

You've got to admit that's a lot of choice.

In other domains -- the world of communications.

曾幾何時﹐在我還是個小男孩的時候

when you could get any kind of telephone service you wanted,

You rented your phone. You didn't buy it.

One consequence of that, by the way, is that the phone never broke.

這樣做其中一個結果是﹐那種電話從來就不會壞

We now have an almost unlimited variety of phones,

the MP3 player, nose hair trimmer, and creme brulee torch.

有播放音樂﹐剪鼻毛﹐還能烤布丁

And if by some chance you haven't seen that in your store yet,

如果你還沒有在商店裡看到這隻手機

you can rest assured that one day soon you will.

你大可放心﹐總有一天你會看到它

it leads people to walk into their stores asking this question.

讓人們走進店裡問﹕你們有那種功能很少的電話嗎﹖

And do you know what the answer to this question now is?

It is not possible to buy a cell phone that doesn't do too much.

你無法買到一支功能剛好就好的手機

So, in other aspects of life that are much more significant than buying things,

在我們人生其他那些比買東西還要更重要的部份

我們也面臨相同的“選項爆炸”

Health care -- it is no longer the case in the United States

醫療 - 現在在美國﹐你去看醫生

that you go to the doctor, and the doctor tells you what to do.

and the doctor tells you, "Well, we could do A, or we could do B.

醫生告訴你﹐好吧﹐我們可以選A 或是選B

B has these benefits, and these risks. What do you want to do?"

B有這些好處﹐有這些危險性。你想怎麼做﹖

And the doc says, "A has these benefits and risks, and B has these benefits and risks.

醫生再重複﹕A有這些利弊﹐B有這些利弊

And you say, "If you were me, Doc, what would you do?"

然後你說“醫生﹐如果你是我﹐你會怎麼做”

And the result is -- we call it "patient autonomy,"

結果是﹐我們說這是“病人的自主權”

but what it really is is a shifting of the burden and the responsibility

但實際上它不過是把做出選擇的重擔和責任

for decision-making from somebody who knows something --

to somebody who knows nothing and is almost certainly sick

轉移到一個相對無知而且正在生病狀態中

and thus not in the best shape to be making decisions --

可能無法做出什麼好決定的人 -

There's enormous marketing of prescription drugs

which, if you think about it, makes no sense at all,

如果你認真地想﹐其實並不怎麼合理

Why do they market to us if we can't buy them?

The answer is that they expect us to call our doctors the next morning

答案是﹐他們希望我們隔天早上打電話給我們的醫生

and ask for our prescriptions to be changed.

這投影片寫著“等孩子長大了﹐他們自己能選擇性別”

We don't inherit an identity; we get to invent it.

我們的身份不是與生俱來的﹐我們可以自己創造

And we get to re-invent ourselves as often as we like.

還能在任何時候﹐隨時“再造”

And that means that everyday, when you wake up in the morning,

這代表著每天早上﹐你醒來以後

you have to decide what kind of person you want to be.

there was a time when the default assumption that almost everyone had

is that you got married as soon as you could,

and then you started having kids as soon as you could.

不是何時﹐也不是之後你該做什麼

Nowadays, everything is very much up for grabs.

I teach wonderfully intelligent students,

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【TED】Barry Schwartz 談選擇的癱瘓 (The paradox of choice | Barry Schwartz)

stuff

significant

material

depression