Beware conflicts of interest | Dan Ariely

141,934 views ・ 2011-08-29

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Translator: Nuria Estrada Reviewer: Jordi Niñerola
00:16
So, I was in the hospital for a long time.
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Vaig estar a l'hospital durant molt temps.
00:19
And a few years after I left, I went back,
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I uns anys després hi vaig tornar,
00:22
and the chairman of the burn department was very excited to see me --
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i el cap del departament de cremats va estar molt content de veure'm.
00:25
said, "Dan, I have a fantastic new treatment for you."
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Em va dir: "Dan, tinc un tractament nou fantàstic per a tu."
00:28
I was very excited. I walked with him to his office.
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Vaig estar molt content. Vam anar al seu despatx.
00:30
And he explained to me that, when I shave,
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I em va explicar que, quan m'afaito,
00:33
I have little black dots on the left side of my face where the hair is,
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tinc uns puntets negres a la part esquerra de la cara on hi ha pèl,
00:36
but on the right side of my face
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però a la part dreta de la cara
00:38
I was badly burned so I have no hair,
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on m'havia cremat no hi tinc pèl,
00:40
and this creates lack of symmetry.
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i això crea una falta de simetria.
00:42
And what's the brilliant idea he had?
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I quina era la idea brillant que va tenir?
00:44
He was going to tattoo little black dots
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Volia tatuar-me uns puntets negres
00:46
on the right side of my face
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a la part dreta
00:49
and make me look very symmetric.
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i fer que semblés més simètric.
00:51
It sounded interesting. He asked me to go and shave.
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Semblava interessant. Em va demanar que m'afaités.
00:54
Let me tell you, this was a strange way to shave,
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Penseu que era un afaitat extrany,
00:56
because I thought about it
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perquè hi vaig pensar
00:58
and I realized that the way I was shaving then
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i tal com m'afaités llavors
01:00
would be the way I would shave for the rest of my life --
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seria com m'hauria d'afaitar la resta de la vida
01:02
because I had to keep the width the same.
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perquè havia de mantenir el nivell.
01:04
When I got back to his office,
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Quan vaig tornar al seu despatx,
01:06
I wasn't really sure.
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no ho tenia clar.
01:08
I said, "Can I see some evidence for this?"
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Vaig dir: "Puc veure'n cap mostra?"
01:10
So he showed me some pictures
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Em va ensenyar unes fotos
01:12
of little cheeks with little black dots --
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de galtetes amb puntets negres,
01:14
not very informative.
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no gaire útil.
01:16
I said, "What happens when I grow older and my hair becomes white?
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Li vaig dir: "I què passa quan sigui gran i tingui el pèl blanc?
01:18
What would happen then?"
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Llavors què passa?"
01:20
"Oh, don't worry about it," he said.
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" No et preocupis", em va dir.
01:22
"We have lasers; we can whiten it out."
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"Tenim làsers i ho podem enblanquir."
01:25
But I was still concerned,
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Però encara estava preocupat,
01:27
so I said, "You know what, I'm not going to do it."
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i vaig dir: "Saps què? No m'ho faré"
01:30
And then came one of the biggest guilt trips of my life.
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I llavors em va fer sentir molt culpable.
01:34
This is coming from a Jewish guy, all right, so that means a lot.
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Us ho diu un jueu; això vol dir molt.
01:37
(Laughter)
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(Riures)
01:39
And he said, "Dan, what's wrong with you?
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I em va dir: "Dan, quin problema tens?
01:42
Do you enjoy looking non-symmetric?
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T'agrada ser asimètric?
01:44
Do you have some kind of perverted pleasure from this?
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És per algun plaer morbós?
01:49
Do women feel pity for you
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Les dones senten llàstima per tu
01:51
and have sex with you more frequently?"
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i se'n van al llit més fàcilment?"
01:54
None of those happened.
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Res d'això em passava.
01:58
And this was very surprising to me,
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I allò em va sorprendre molt,
02:00
because I've gone through many treatments --
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perquè he rebut molts tractaments,
02:02
there were many treatments I decided not to do --
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molts d'altres que vaig decidir no fer,
02:04
and I never got this guilt trip to this extent.
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i mai em fan fer sentir així de culpable.
02:06
But I decided not to have this treatment.
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Però vaig decidir no fer-me aquest tractament.
02:08
And I went to his deputy and asked him, "What was going on?
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I vaig preguntar al seu ajudant: "Què passa?
02:10
Where was this guilt trip coming from?"
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Per què m'ha fet sentir culpable?"
02:12
And he explained that they have done this procedure on two patients already,
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Em va explicar que ja havien fet aquest procediment a dos pacients
02:16
and they need the third patient for a paper they were writing.
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i necessitaven el 3r per a escriure un article.
02:19
(Laughter)
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(Riures)
02:21
Now you probably think that this guy's a schmuck.
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Si penseu que ell era un idiota,
02:23
Right, that's what he seems like.
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bé, és el que sembla.
02:25
But let me give you a different perspective on the same story.
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Però deixeu que us mostri una altra perspectiva de la història.
02:28
A few years ago, I was running some of my own experiments in the lab.
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Fa uns anys, feia uns experiments al laboratori.
02:31
And when we run experiments,
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I quan fem experiments,
02:33
we usually hope that one group will behave differently than another.
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esperem que un grup es comporti diferent que l'altre.
02:36
So we had one group that I hoped their performance would be very high,
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Teníem un grup que esperàvem que rendís molt
02:39
another group that I thought their performance would be very low,
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i un altre grup que crèiem que rendiria molt poc,
02:42
and when I got the results, that's what we got --
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i quan vaig tenir els resultats, ho vaig confirmar
02:44
I was very happy -- aside from one person.
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—estava molt content— excepte per una persona.
02:47
There was one person in the group
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Hi havia una persona al grup
02:49
that was supposed to have very high performance
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que suposava que rendiria molt
02:51
that was actually performing terribly.
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i que ho feia molt malament.
02:53
And he pulled the whole mean down,
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I m'empenyia la mitjana cap avall,
02:55
destroying my statistical significance of the test.
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i destruïa la significació estadística de la prova.
02:59
So I looked carefully at this guy.
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Així que em vaig fixar bé en aquell home.
03:01
He was 20-some years older than anybody else in the sample.
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Tenia uns 20 anys més que les altres persones de la mostra.
03:04
And I remembered that the old and drunken guy
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I vaig recordar un vell begut
03:06
came one day to the lab
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que va venir un dia
03:08
wanting to make some easy cash
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a guanyar uns diners fàcils
03:10
and this was the guy.
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i era aquell home.
03:12
"Fantastic!" I thought. "Let's throw him out.
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"Fantastic!", vaig pensar. "Eliminem-lo.
03:14
Who would ever include a drunken guy in a sample?"
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Qui inclouria un borratxo a la mostra?"
03:17
But a couple of days later,
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Però al cap d'uns dies,
03:19
we thought about it with my students,
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vam pensar-ho amb els estudiants,
03:21
and we said, "What would have happened if this drunken guy was not in that condition?
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i vam dir: "Què hagués passat si el borratxo no hagués begut?
03:24
What would have happened if he was in the other group?
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I si hagués estat a l'altre grup?
03:26
Would we have thrown him out then?"
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L'hauríem tret llavors?"
03:28
We probably wouldn't have looked at the data at all,
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No hauríem revisat les dades,
03:30
and if we did look at the data,
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i si ho haguéssim fet,
03:32
we'd probably have said, "Fantastic! What a smart guy who is performing this low,"
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hauríem dit: "Fantàstic! Quin noi tan llest que rendeix tan poc,"
03:35
because he would have pulled the mean of the group lower,
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perquè hauria abaixat més la mitjana del grup
03:37
giving us even stronger statistical results than we could.
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i tindríem resultats encara més significatius.
03:41
So we decided not to throw the guy out and to rerun the experiment.
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I vam decidir no eliminar-lo i repetir l'experiment.
03:44
But you know, these stories,
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Pero, sabeu, aquestes històries,
i molts altres experiments que hem fet sobre els conflictes d'interessos,
03:47
and lots of other experiments that we've done on conflicts of interest,
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03:50
basically kind of bring two points
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bàsicament treuen a la llum
03:52
to the foreground for me.
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dos punts per a mi.
03:54
The first one is that in life we encounter many people
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El primer és que a la vida ens trobem molta gent
03:57
who, in some way or another,
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que, d'una manera o una altra,
04:00
try to tattoo our faces.
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intenten tatuar-nos la cara.
04:02
They just have the incentives that get them to be blinded to reality
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Tenen els incentius que els fan cecs a la realitat
04:05
and give us advice that is inherently biased.
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i ens aconsellen de forma esbiaixada.
04:08
And I'm sure that it's something that we all recognize,
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I això és quelcom que tots reconeixem,
04:10
and we see that it happens.
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i veiem que passa.
04:12
Maybe we don't recognize it every time,
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Potser no ho reconeixem sempre,
04:14
but we understand that it happens.
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però entenem que passa.
04:16
The most difficult thing, of course, is to recognize
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El més difícil, és clar, és reconèixer que
04:18
that sometimes we too
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a vegades nosaltres també
04:20
are blinded by our own incentives.
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estem cegats pels nostres incentius.
04:22
And that's a much, much more difficult lesson to take into account.
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I això és molt i molt més difícil d'acceptar.
04:25
Because we don't see how conflicts of interest work on us.
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Perquè no veiem com els conflictes d'interessos ens afecten.
04:29
When I was doing these experiments,
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Quan jo feia aquell experiment,
04:31
in my mind, I was helping science.
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al meu cap, jo ajudava la ciència.
04:33
I was eliminating the data
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Eliminava unes dades
04:35
to get the true pattern of the data to shine through.
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per revelar el patró vertader de les dades.
04:37
I wasn't doing something bad.
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No feia res dolent.
04:39
In my mind, I was actually a knight
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Al meu cap, jo era un cavaller
04:41
trying to help science move along.
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intentant ajudar la ciència a avançar.
04:43
But this was not the case.
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Però no era així.
Estava interferint en el procés amb les bones intencions.
04:45
I was actually interfering with the process with lots of good intentions.
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04:48
And I think the real challenge is to figure out
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I penso que el gran repte és adonar-nos
04:50
where are the cases in our lives
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en quins casos a la vida
04:52
where conflicts of interest work on us,
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ens afecten els conflictes d'interessos,
04:54
and try not to trust our own intuition to overcome it,
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i intentar no confiar en la nostra intuició per superar-ho,
04:57
but to try to do things
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sinó intentar fer quelcom
04:59
that prevent us from falling prey to these behaviors,
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per evitar de caure-hi
05:01
because we can create lots of undesirable circumstances.
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perquè podem crear moltes circumstàncies indesitjables.
05:05
I do want to leave you with one positive thought.
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Us vull deixar amb un pensament positiu.
05:07
I mean, this is all very depressing, right --
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Tot això és depriment, no?
05:09
people have conflicts of interest, we don't see it, and so on.
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Tenim conflictes d'interessos, no ho veiem...
05:12
The positive perspective, I think, of all of this
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La perspectiva positiva
05:14
is that, if we do understand when we go wrong,
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és que, si entenem quan ens equivoquem,
05:17
if we understand the deep mechanisms
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si entenem els mecanismes profunds
05:19
of why we fail and where we fail,
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de per què i on fallem,
05:21
we can actually hope to fix things.
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podem esperar de canviar-ho.
05:23
And that, I think, is the hope. Thank you very much.
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I aquesta, crec, és l'esperança. Moltes gràcies.
05:25
(Applause)
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(Aplaudiments)
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