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 talk
Sheena 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 Iyengar
Sheena Iyengar studies how people choose (and what makes us think we're 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, I'm going to take you around the world in 18 minutes. My base of operations is in the U.S. But let's 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. "I'm 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 I'd 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." (Laughter) Well, since I couldn't have my tea the way I wanted it, I ordered a cup of coffee, which the waiter brought over promptly. Resting on the saucer were two packets of sugar.
我没能享用到一杯香甜绿茶，并不是由简单的误会所导致的，这源于两种文化对于选择的理解有根本差异。从美国人的视角来看，顾客付钱，并根据个人喜好提出合理的需求，就有权得到满足。引用汉堡王的广告词，美国人的方式即“随己所愿”，原因正如星巴克所宣传的，“幸福自己选择”。但是从日本人的观点来看，他们有责任帮助他人掩盖无知。在这个事例中，他们努力帮助我这位无知的客人，以防我做出错误的决定。简而言之，在日本文化中，我喝绿茶的方式是不对的，他们所作是在尽己所能帮我挽回面子。
sort of的意思My failure to procure myself a cup of sweet, green tea was not due to a simple misunderstanding. This was due to a fundamental difference in our ideas about choice. From my American perspective, when a paying customer makes a reasonable request based on her preferences, she has every right to have that request met. The American way, to quote Burger King, is to "have it your way," because, as Starbucks says, "happiness is in your choices." (Laughter) But from the Japanese perspective, it's their duty to protect those who don't know any better -- (Laughter) in this case, the ignorant gaijin -- from making the wrong choice. Let's face it: the way I wanted my tea was inappropriate according to cultural standards, and they were doing their best to help me save face.
在美国人看来，日本人的做法，无异于剥夺了我们的某种权力。美国人认为，美国文化中的，选择权最好遵循人类先天普遍的欲望。不幸的是，这一信念根植的假设，在很多国家以及文化中是不被认可的。有时，在美国本土也站不住脚。我想在此谈谈其中一些假设，以及与之有关的问题。听我讲的同时，希望你们各自思考自己脑中的假设，想想你的成长背景是如何塑造这些观念的。
Americans tend to believe that they've reached some sort of pinnacle in the way they practice choice. They think that choice as seen through the American lens best fulfills an innate and universal desire for choice in all humans. Unfortunately, these beliefs are based on assumptions that don't always hold true in many countries, in many cultures. At times they don't even hold true at America's own borders. I'd like to discuss some of these assumptions and the problems associated with them. As I do so, I hope you'll start thinking about some of your own assumptions and how they were shaped by your backgrounds.
第一种假设：如果选择与你息息相关，那么必须自己拿主意，只有这样才能保证个人的喜好兴趣得到充分的考虑，而这恰恰是成功的关键。在美国，选择主要由个人做出。人人听从自
己意愿，甚至不考虑别人的喜好或建议，我们称之为“忠于自我”。那么这种选择方式对于个人，又有什么好处呢？马克·里颇和我做了一系列的研究，意图给出一个答案。其中一项研究是在洛杉矶的日本城进行的，我们邀请七岁到九岁的英裔及亚裔美国孩子来协助研究。我们将孩子们分成三组。
First assumption: if a choice affects you, then you should be the one to make it. This is the only way to ensure that your preferences and interests will be most fully accounted for. It is essential for success. In America, the primary locus of choice is the individual. People must choose for themselves, sometimes sticking to their guns, regardless of what other people want or recommend. It's called "being true to yourself." But do all individuals benefit from taking such an approach to choice? Mark Lepper and I did a series of studies in which we sought the answer to this very question. In one study, which we ran in Japantown, San Francisco, we brought seven- to nine-year-old Anglo- and Asian-American children into the laboratory, and we divided them up into three groups.
第一组孩子由史密斯小接见，给出了六大主题字迷游戏。孩子们自己选择想完成的主题，
还需自己决定用哪只马克笔作答。第二组孩子进入实验室，来到同样的房间，面对同样的字谜。但这一次，由史密斯小告诉他们要完成哪一组，以及要使用的马克笔。接着，第三组进来了。史密斯小告诉孩子们，他们的母亲已经选出了要完成的字谜以及使用的笔。事实是，无论是史密斯小告知的，或是母亲告知的，被告知的内容与第一组完全相同。然后者是自己选择的。遵循这一流程，能确保三组孩子完成同样活动，因而得以对他们的表现进行比较。实验操作上的，细小差异对孩子们的表现产生了巨大影响。英裔美国孩子，自己进行选择，相比完成既定任务的孩子，他们完成量是后者2.5倍。谁进行了选择并不重要，但凡任务是由其它人选定的，他们的表现都会受到影响。事实上，当被告知母亲参与选择之后，有些孩子感到十分尴尬。一个叫玛丽的女孩问道，“你们竟然问了我妈妈？”

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