2014TheArtofChoice.docxVIP

The Art of Choice雪娜·易嘉致力于研究人类如何做出选择—以及后续感受。在TED的讲台上，她举例畅谈不同的选择，从琐碎的（可口可乐与百事可乐）到重大的。她突破性的研究成果帮我们揭示了有关抉择的种种惊人观念。About this talkSheena Iyengar studies how we make choices -- and how we feel about the choices we make. At TEDGlobal, she talks about both trivial choices (Coke v. Pepsi) and profound ones, and shares her groundbreaking research that has uncovered some surprising attitudes about our decisions.关于雪娜·易嘉雪娜·易嘉研究人类如何做出选择（以及人类何以自信能做出对的选择）。About Sheena IyengarSheena Iyengar studies how people choose (and what makes us think were good at it).演讲稿今天我将带领大家畅游世界18分钟。我的研究所设在美国，不过让我们从地球的另一端，日本的京都启程。十五年前，我曾住在那里一户日本人家，从事学术研究。虽然之前我就想到会遇到文化冲突甚至误会，然而现实还是令我感到万般意外。Today, Im going to take you around the world in 18 minutes. My base of operations is in the U.S. But lets start at the other end of the map in Kyoto, Japan, where I was living with a Japanese family while I was doing part of my dissertational research 15 years ago. I knew even then that I would encounter cultural differences and misunderstandings, but they popped up when I least expected it.第一天，我走进一家餐馆，点了一杯加糖的绿茶。愣了一会，服务生说，“绿茶里是不放糖的”。我告诉他，“我知道，知道这个习惯，但是我想喝甜一点的茶”。作为回应，他用更加客气的口吻，向我又解释了一遍，“人们是不往绿茶里放糖的”。我告诉他，“我知道”，“日本人不往绿茶里放糖，但我就想往我的茶里放点糖”。服务生对我的坚持感到吃惊。他去请示经理了，很快，一场漫长的沟通开始了。最终经理走到我的身边，对我说，“非常抱歉，我们店里没有糖”。好吧，既然喝不到我喜欢的绿茶，我就点了杯咖啡。这回，服务生迅速为我送上。而在杯托里，好好躺着两块糖。On my first day, I went to a restaurant, and I ordered a cup of green tea with sugar. After a pause, the waiter said, One does not put sugar in green tea. I know. I said. Im aware of this custom. But I really like my tea sweet. In response, he gave me an even more courteous version of the same explanation. One does not put sugar in green tea. I understand, I said, that the Japanese do not put sugar in their green tea. But Id like to put some sugar in my green tea. (Laughter) Surprised by my insistence, the waiter took up the issue with the manager. Pretty soon, a lengthy discussion ensued, and finally the manager came over to me and said, I am very sorry. We do not have sugar.