The art of choosing | Sheena Iyengar | TED

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Today, I'm going to take you

Danas ću vas povesti na put

around the world in 18 minutes.

oko svijeta u 18 minuta.

My base of operations is in the U.S.,

Glavnina mog djelovanja smještena je u SAD-u,

but let's start at the other end of the map,

ali počnimo na drugom kraju zemljovida,

in Kyoto, Japan,

u japanskom Kyotu.

where I was living with a Japanese family

Tamo sam živjela u japanskoj obitelji

while I was doing part of my dissertational research

dok sam obavljala dio istraživanja za disertaciju

15 years ago.

prije 15 godina.

I knew even then that I would encounter

I tada sam znala da ću susresti

cultural differences and misunderstandings,

razlike u kulturi i nesporazume.

but they popped up when I least expected it.

No iskočili su kad sam se tome najmanje nadala.

On my first day,

Prvoga dana,

I went to a restaurant,

otišla sam u restoran

and I ordered a cup of green tea with sugar.

i naručila šalicu zelenog čaja sa šećerom.

After a pause, the waiter said,

Nakon kraće šutnje konobar reče,

"One does not put sugar in green tea."

"U zeleni se čaj ne stavlja šećer."

"I know," I said. "I'm aware of this custom.

"Znam", rekoh. "Poznat mi je taj običaj.

But I really like my tea sweet."

Ali zaista volim zaslađen čaj."

In response, he gave me an even more courteous version

Kao odgovor ponudio mi je još ljubazniju verziju

of the same explanation.

istog objašnjenja.

"One does not put sugar

"Zeleni se čaj

in green tea."

ne zaslađuje."

"I understand," I said,

"Razumijem," rekoh,

"that the Japanese do not put sugar in their green tea,

"da Japanci ne zaslađuju svoj zeleni čaj.

but I'd like to put some sugar

Ali ja želim staviti malo šećera

in my green tea."

u moj zeleni čaj."

(Laughter)

(Smijeh)

Surprised by my insistence,

Iznenađen mojim ustrajanjem,

the waiter took up the issue with the manager.

konobar je slučaj prenio svom šefu.

Pretty soon,

Ubrzo je uslijedila

a lengthy discussion ensued,

poduža rasprava

and finally the manager came over to me and said,

i naposljetku mi pristupi šef i kaže,

"I am very sorry. We do not have sugar."

"Ispričavam se. Nemamo šećera."

(Laughter)

(Smijeh)

Well, since I couldn't have my tea the way I wanted it,

Dobro, budući da nisam mogla dobiti čaj kakav želim,

I ordered a cup of coffee,

naručih kavu.

which the waiter brought over promptly.

Konobar ju je odmah donio.

Resting on the saucer

Na tanjuriću su se našle

were two packets of sugar.

dvije vrećice šećera.

My failure to procure myself

Neuspjeh da dobijem

a cup of sweet, green tea

šalicu zaslađenog zelenog čaja

was not due to a simple misunderstanding.

nije prouzročena običnim nesporazumom.

This was due to a fundamental difference

Uzrok je bila temeljna razlika

in our ideas about choice.

u našim poimanjima odabira.

From my American perspective,

Iz moje američke perspektive,

when a paying customer makes a reasonable request

kad kupac koji plaća iskaže razuman zahtjev

based on her preferences,

na temelju svojih preferencija,

she has every right to have that request met.

ima svako pravo da mu zahtjev bude ispunjen.

The American way, to quote Burger King,

Američki je način, da citiram Burger King,

is to "have it your way,"

"dobiti što i kako želiš"

because, as Starbucks says,

jer, kako kaže Starbucks,

"happiness is in your choices."

"sreća je u vašim odabirima."

(Laughter)

(Smijeh)

But from the Japanese perspective,

Ali iz japanske perspektive,

it's their duty to protect those who don't know any better --

njihova je dužnost zaštititi one koji ne znaju bolje --

(Laughter)

(Smijeh)

in this case, the ignorant gaijin --

u ovom slučaju, neukog gaijina (ne-Japanca) --

from making the wrong choice.

od krivih odabira.

Let's face it: the way I wanted my tea

Budimo realni: način na koji htjedoh svoj čaj

was inappropriate according to cultural standards,

bio je neprimjeren prema kulturološkim standardima,

and they were doing their best to help me save face.

a oni su dali sve od sebe da mi pomognu sačuvati obraz.

Americans tend to believe

Amerikanci vjeruju da

that they've reached some sort of pinnacle

su dostigli neku vrstu vrhunca

in the way they practice choice.

u načinu na koji obavljaju odabire.

They think that choice, as seen through the American lens

Smatraju da odabir vidljiv kroz američku leću

best fulfills an innate and universal

najbolje ispunjava urođenu i univerzalnu

desire for choice in all humans.

želju za odabirom u svih ljudi.

Unfortunately,

Nažalost,

these beliefs are based on assumptions

ta su vjerovanja utemeljena na pretpostavkama

that don't always hold true

koje ne vrijede uvijek

in many countries, in many cultures.

u mnogim zemljama, u mnogim kulturama.

At times they don't even hold true

Povremeno ne vrijede ni

at America's own borders.

na samim granicama Amerike.

I'd like to discuss some of these assumptions

Želim razmotriti neke od tih pretpostavki

and the problems associated with them.

i s njima povezane probleme.

As I do so, I hope you'll start thinking

Dok to činim, nadam se da ćete početi razmišljati

about some of your own assumptions

o nekim vlastitim pretpostavkama

and how they were shaped by your backgrounds.

i kako su ih oblikovali vaš odgoj i obrazovanje.

First assumption:

Prva pretpostavka:

if a choice affects you,

ako odabir utječe na vas,

then you should be the one to make it.

vi biste trebali biti ti koji odabirete.

This is the only way to ensure

To je jedini način da se zajamči

that your preferences and interests

da će vaše preferencije i interesi

will be most fully accounted for.

biti najpotpunije utemeljeni.

It is essential for success.

To je bitno za uspjeh.

In America, the primary locus of choice

U Americi je primarno mjesto odabira

is the individual.

pojedinac.

People must choose for themselves, sometimes sticking to their guns,

Ljudi moraju birati sami za sebe, katkad oštro ustrajući,

regardless of what other people want or recommend.

bez obzira što ostali žele ili preporučuju.

It's called "being true to yourself."

To se naziva "budi iskren prema sebi."

But do all individuals benefit

No imaju li svi pojedinci koristi

from taking such an approach to choice?

od takvog pristupa odabiru?

Mark Lepper and I did a series of studies

Mark Lepper i ja proveli smo niz istraživanja

in which we sought the answer to this very question.

tragajući za odgovorom na to pitanje.

In one study,

U jednom istraživanju,

which we ran in Japantown, San Francisco,

provedenom u Japantownu, San Francisco,

we brought seven- to nine-year-old Anglo- and Asian-American children

doveli smo angloameričku i azijatsko-američku djecu u dobi od sedam

into the laboratory,

do devet godina u laboratorij.

and we divided them up into three groups.

Podijelili smo ih u tri skupine.

The first group came in,

Ušla je prva skupina.

and they were greeted by Miss Smith,

Pozdravila ih je gospođica Smith

who showed them six big piles of anagram puzzles.

i pokazala im šest velikih hrpa zagonetki.

The kids got to choose which pile of anagrams they would like to do,

Klinci su trebali odabrati koju hrpu zagonetki žele rješavati.

and they even got to choose which marker

Čak su trebali odabrati i kojim će flomasterom

they would write their answers with.

pisati svoje odgovore.

When the second group of children came in,

Kad je ušla druga skupina djece,

they were brought to the same room, shown the same anagrams,

uveli smo ih u istu prostoriju, pokazali im iste zagonetke,

but this time Miss Smith told them

no tom zgodom gospođica Smith rekla im je

which anagrams to do

koje zagonetke trebaju rješavati

and which markers to write their answers with.

i kojim flomasterima trebaju pisati odgovore.

Now when the third group came in,

Kad je ušla treća skupina djece,

they were told that their anagrams and their markers

bilo im je rečeno da su zagonetke i flomastere

had been chosen by their mothers.

odabrale njihove majke.

(Laughter)

(Smijeh)

In reality,

U stvarnosti,

the kids who were told what to do,

klinci kojima je bilo rečeno što da rade,

whether by Miss Smith or their mothers,

bilo da im je to rekla gđica Smith ili njihove majke,

were actually given the very same activity,

zapravo su dobila identičnu zadaću

which their counterparts in the first group

koju su slobodno odabrali njihovi protivnici

had freely chosen.

u prvoj skupini.

With this procedure, we were able to ensure

Takvim postupkom zajamčili smo

that the kids across the three groups

da sva djeca iz sve tri skupine

all did the same activity,

rješavaju istu zadaću.

making it easier for us to compare performance.

To nam je olakšalo usporedbu rezultata.

Such small differences in the way we administered the activity

Te sitne razlike u načinu zadavanja aktivnosti

yielded striking differences

polučile su zapanjujuće razlike

in how well they performed.

u postignutim rezultatima.

Anglo-Americans,

Angloamerikanci,

they did two and a half times more anagrams

riješili su dva i pol puta više zagonetki

when they got to choose them,

koje su smjeli sami odabrati

as compared to when it was

u usporedbi s onima kojima je

chosen for them by Miss Smith or their mothers.

zagonetke birala gđica Smith ili njihove majke.

It didn't matter who did the choosing,

Tko je odabirao nije bilo važno,

if the task was dictated by another,

ako je zadaću zadao netko drugi,

their performance suffered.

rezultat je trpio.

In fact, some of the kids were visibly embarrassed

Neka su djeca, ustvari, bila vidno zbunjena

when they were told that their mothers had been consulted.

kad im je rečeno da su se savjetovali s njihovim majkama.

(Laughter)

(Smijeh)

One girl named Mary said,

Djevojčica po imenu Mary rekla je,

"You asked my mother?"

"Pitali ste moju mamu?"

(Laughter)

(Smijeh)

In contrast,

Za razliku od toga,

Asian-American children

azijatsko-američka djeca

performed best when they believed

postigla su najbolje rezultate kad su vjerovali

their mothers had made the choice,

da su odabir načinile njihove majke,

second best when they chose for themselves,

drugi najbolji rezultat kad su sama odabirala,

and least well when it had been chosen by Miss Smith.

a najslabiji kad je odabirala gospođica Smith.

A girl named Natsumi

Djevojčica Natsumi

even approached Miss Smith as she was leaving the room

na izlasku iz prostorije čak je i prišla gospođici Smith,

and tugged on her skirt and asked,

povukla je za suknju i pitala,

"Could you please tell my mommy

"Možete li, molim Vas, reći mojoj mami

I did it just like she said?"

da sam napravila baš onako kako je rekla?"

The first-generation children were strongly influenced

Djeca prve generacije bila su pod snažnim utjecajem

by their immigrant parents'

pristupa odabiru svojih

approach to choice.

roditelja useljenika.

For them, choice was not just a way

Odabir za njih nije bio samo način

of defining and asserting

definiranja i potvrđivanja

their individuality,

vlastite individualnosti,

but a way to create community and harmony

nego način stvaranja zajedništva i sklada

by deferring to the choices

priklanjanjem odabirima

of people whom they trusted and respected.

ljudi kojima vjeruju i koje poštuju.

If they had a concept of being true to one's self,

Da su poznavali koncept iskrenosti prema sebi,

then that self, most likely,

tada to ja, najvjerojatnije,

[was] composed, not of an individual,

ne bi bilo sačinjeno od individualnog,

but of a collective.

već od kolektivnog.

Success was just as much about pleasing key figures

Kod uspjeha radilo se koliko o zadovoljavanju ključnih osoba,

as it was about satisfying

toliko i o zadovoljavanju

one's own preferences.

vlastitih preferencija.

Or, you could say that

Ili biste mogli reći da su

the individual's preferences were shaped

preferencije pojedinca bile oblikovane

by the preferences of specific others.

preferencijama određenih drugih osoba.

The assumption then that we do best

Pretpostavka da najbolje postižemo

when the individual self chooses

dok pojedinac sam odabire

only holds

vrijedi samo

when that self

kada je njegovo ja

is clearly divided from others.

jasno odvojeno od drugih.

When, in contrast,

Međutim, kada

two or more individuals

dva ili više pojedinaca

see their choices and their outcomes

vide svoje odabire i rezultate

as intimately connected,

blisko povezanima,

then they may amplify one another's success

tada mogu uvećati međusobni uspjeh

by turning choosing

pretvarajući odabiranje

into a collective act.

u kolektivni čin.

To insist that they choose independently

Inzistirati da biraju samostalno

might actually compromise

moglo bi zapravo ugroziti

both their performance

i njihov rezultat

and their relationships.

i njihove odnose.

Yet that is exactly what

A opet, to je upravo ono

the American paradigm demands.

što američka paradigma zahtijeva.

It leaves little room for interdependence

Ostavlja malo prostora za međuovisnost

or an acknowledgment of individual fallibility.

ili priznavanje pojedinačne pogrešivosti.

It requires that everyone treat choice

Zahtijeva da svatko odabir smatra

as a private and self-defining act.

osobnim i samoodređujućim činom.

People that have grown up in such a paradigm

Ljudi koji odrastaju u takvoj paradigmi

might find it motivating,

mogu to smatrati motivirajućim.

but it is a mistake to assume

No pogrešno je pretpostavljati

that everyone thrives under the pressure

da će svatko biti uspješan pod pritiskom

of choosing alone.

odabira koji obavlja sam.

The second assumption which informs the American view of choice

Druga pretpostavka koja pokazuje američki pogled na odabir

goes something like this.

ide otprilike ovako.

The more choices you have,

Što je veći izbor,

the more likely you are

to je vjerojatnije da ćete

to make the best choice.

odabrati najbolje.

So bring it on, Walmart, with 100,000 different products,

Uzmite tako Walmart sa 100.000 različitih proizvoda,

and Amazon, with 27 million books

Amazon s 27 milijuna knjiga

and Match.com with -- what is it? --

i Match.com s -- koliko ono? --

15 million date possibilities now.

15 milijuna mogućnosti za udvaranje.

You will surely find the perfect match.

Sigurno ćete pronaći savršenog partnera.

Let's test this assumption

Ispitajmo pretpostavku

by heading over to Eastern Europe.

na primjeru Istočne Europe.

Here, I interviewed people

Evo, intervjuirala sam ljude,

who were residents of formerly communist countries,

stanovnike bivših komunističkih zemalja,

who had all faced the challenge

koji su se svi suočili s izazovom

of transitioning to a more

prelaska u demokratičnije,

democratic and capitalistic society.

kapitalističko društvo.

One of the most interesting revelations

Jedno od najzanimljivijih otkrića

came not from an answer to a question,

nije došlo u odgovoru na pitanje,

but from a simple gesture of hospitality.

nego u sitnoj gesti gostoljubivosti.

When the participants arrived for their interview,

Kada su sudionici stigli na intervju,

I offered them a set of drinks:

ponudila sam ih raznim pićima,

Coke, Diet Coke, Sprite --

Coca-Colom, dijetnom Coca-Colom, Spriteom --

seven, to be exact.

točnije, sa sedam raznih pića.

During the very first session,

Tijekom prve runde ispitivanja,

which was run in Russia,

održane u Rusiji,

one of the participants made a comment

jedan je sudionik dao komentar

that really caught me off guard.

koji me doista uhvatio nespremnu.

"Oh, but it doesn't matter.

"Ah, nema veze.

It's all just soda. That's just one choice."

Sve su to gazirana pića. To je samo jedan izbor."

(Murmuring)

(Žamor)

I was so struck by this comment that from then on,

Bila sam tako pogođena tim komentarom da sam od

I started to offer all the participants

tog trenutka svim sudionicima počela nuditi

those seven sodas,

tih sedam gaziranih pića.

and I asked them, "How many choices are these?"

I pitala ih, "Koliko je to ponuđenih pića?"

Again and again,

I uvijek iznova

they perceived these seven different sodas,

doživljavali su tih sedam različitih gaziranih pića

not as seven choices, but as one choice:

ne kao sedam pića na izbor, već kao jedan izbor:

soda or no soda.

gazirano ili negazirano piće.

When I put out juice and water

Potom sam izvadila voćni sok i vodu

in addition to these seven sodas,

i dodala ih tim gaziranim pićima.

now they perceived it as only three choices --

Sada su ih doživljavali kao samo tri pića na izbor --

juice, water and soda.

voćni sok, vodu i gazirano piće.

Compare this to the die-hard devotion of many Americans,

Usporedite to s tvrdoglavom odanošću mnogih Amerikanaca,

not just to a particular flavor of soda,

ne samo određenom okusu gaziranog pića,

but to a particular brand.

već i određenoj robnoj marki.

You know, research shows repeatedly

Znate, istraživanja neprestano iznova pokazuju

that we can't actually tell the difference

da zapravo ne razlikujemo

between Coke and Pepsi.

Coca-Colu i Pepsi.

Of course, you and I know

Naravno, vi i ja znamo

that Coke is the better choice.

da je Coca-Cola bolji izbor.

(Laughter)

(Smijeh)

For modern Americans who are exposed

Modernim Amerikancima koji su izloženi

to more options and more ads associated with options

većem broju mogućnosti i većem broju oglasa povezanih

than anyone else in the world,

s mogućnostima od ikoga drugog u svijetu,

choice is just as much about who they are

pitanje izbora je kako pitanje tko su oni,

as it is about what the product is.

tako i pitanje što je taj proizvod.

Combine this with the assumption that more choices are always better,

Spojite to s pretpostavkom da je veći izbor uvijek bolji

and you have a group of people for whom every little difference matters

i imate skupinu ljudi kojoj je bitna svaka sitna razlika

and so every choice matters.

pa je i svaki izbor bitan.

But for Eastern Europeans,

No Istočnoeuropljanima

the sudden availability of all these

neočekivana dostupnost svih tih

consumer products on the marketplace was a deluge.

proizvoda široke potrošnje na tržištu bila je poplava.

They were flooded with choice

Bili su preplavljeni izborom

before they could protest that they didn't know how to swim.

prije nego što su mogli prosvjedovati da ne znaju plivati.

When asked, "What words and images

Upitan "Koje riječi i slike

do you associate with choice?"

povezujete s izborom?"

Grzegorz from Warsaw said,

Grzegorz iz Varšave odgovorio je,

"Ah, for me it is fear.

"Ah, ja se toga bojim.

There are some dilemmas you see.

Ima tu nekih dilema, vidite.

I am used to no choice."

Naviknut sam da nemam izbora."

Bohdan from Kiev said,

Bohdan iz Kijeva odgovorio

in response to how he felt about

je na pitanje kako doživljava

the new consumer marketplace,

novo tržište robe široke potrošnje,

"It is too much.

"To je previše.

We do not need everything that is there."

Ne trebamo sve to što tamo postoji."

A sociologist from

Sociolog iz

the Warsaw Survey Agency explained,

varšavske agencije za istraživanje objasnio je,

"The older generation jumped from nothing

"Starija generacija skočila je iz ničega

to choice all around them.

u izbor svuda oko sebe.

They were never given a chance to learn

Nikad nisu imali priliku naučiti

how to react."

kako reagirati."

And Tomasz, a young Polish man said,

A Tomasz, mladi Poljak, rekao je,

"I don't need twenty kinds of chewing gum.

"Ne trebam dvadeset vrsta žvakaćih guma.

I don't mean to say that I want no choice,

Ne kažem da želim ne imati izbora,

but many of these choices are quite artificial."

ali puno ponuđenog na izbor prilično je umjetno."

In reality, many choices are between things

U stvarnosti mnogi su izbori između stvari

that are not that much different.

koje se baš toliko i ne razlikuju.

The value of choice

Vrijednost izbora

depends on our ability

ovisi o našoj sposobnosti

to perceive differences

da opazimo razlike

between the options.

između mogućnosti.

Americans train their whole lives

Amerikanci cijeli život treniraju

to play "spot the difference."

igru "uoči razliku."

They practice this from such an early age

Vježbaju je od tako rane dobi

that they've come to believe that everyone

da su počeli vjerovati da se svatko

must be born with this ability.

mora roditi s tom sposobnošću.

In fact, though all humans share

Ustvari, premda svi ljudi dijele

a basic need and desire for choice,

temeljnu potrebu i želju za izborom,

we don't all see choice in the same places

ne opažamo svi izbor na istim mjestima

or to the same extent.

ili u istoj mjeri.

When someone can't see how one choice

Ako netko ne vidi da je jedan izbor

is unlike another,

drukčiji od drugog,

or when there are too many choices to compare and contrast,

ili kada je previše izbora za usporedbu i kontrastiranje,

the process of choosing can be

proces odabiranja može

confusing and frustrating.

zbunjivati i frustrirati.

Instead of making better choices,

Umjesto da odabiremo bolje,

we become overwhelmed by choice,

postajemo preopterećeni izborom,

sometimes even afraid of it.

katkad ga se čak i bojimo.

Choice no longer offers opportunities,

Izbor više ne pruža mogućnosti,

but imposes constraints.

već nameće ograničenja.

It's not a marker of liberation,

Nije marker oslobođenja,

but of suffocation

nego gušenja

by meaningless minutiae.

beznačajnim detaljima.

In other words,

Drugim riječima,

choice can develop into the very opposite

izbor se može razviti u pravu suprotnost

of everything it represents

svega što predstavlja

in America

u Americi

when it is thrust upon those

ako je nametnut onima

who are insufficiently prepared for it.

koji nisu dovoljno pripremljeni za to.

But it is not only other people

No nisu samo drugi ljudi

in other places

na drugim mjestima

that are feeling the pressure

ti koji osjećaju pritisak

of ever-increasing choice.

sve većeg izbora.

Americans themselves are discovering

Sami Amerikanci otkrivaju

that unlimited choice

da neograničen izbor

seems more attractive in theory

djeluje atraktivnije u teoriji

than in practice.

nego u praksi.

We all have physical, mental

Svi mi imamo fizička, mentalna

and emotional (Laughter) limitations

i emocionalna ograničenja

that make it impossible for us

koja nam onemogućuju

to process every single choice we encounter,

da preradimo svaki pojedini izbor koji susrećemo,

even in the grocery store,

čak i u trgovini hrane,

let alone over the course of our entire lives.

da se i ne govori tijekom cijelog života.

A number of my studies have shown

Nekoliko mojih studija pokazalo je

that when you give people 10 or more options

da kad ljudima dadete 10 ili više mogućnosti

when they're making a choice, they make poorer decisions,

pri odabiranju, oni donose lošije odluke,

whether it be health care, investment,

bila to zdravstvena zaštita, ulaganja

other critical areas.

ili druga važna područja.

Yet still, many of us believe

Pa ipak, mnogi od nas vjeruju

that we should make all our own choices

da bismo trebali sami odabirati

and seek out even more of them.

i tražiti još više izbora.

This brings me to the third,

To me dovodi do treće

and perhaps most problematic, assumption:

i možda najproblematičnije pretpostavke:

"You must never

"Izboru nikada

say no to choice."

ne smiješ reći ne."

To examine this, let's go back to the U.S.

Da bismo to ispitali, vratimo se u SAD,

and then hop across the pond to France.

a potom ponovno 'preko bare' u Francusku.

Right outside Chicago,

U predgrađu Chicaga

a young couple, Susan and Daniel Mitchell,

mladi par, Susan i Daniel Mitchell,

were about to have their first baby.

upravo je trebao dobiti svoje prvo dijete.

They'd already picked out a name for her,

Već su odabrali i ime,

Barbara, after her grandmother.

Barbara, po njezinoj baki.

One night, when Susan was seven months pregnant,

Jedne noći, u sedmom mjesecu trudnoće,

she started to experience contractions

Susan je osjetila trudove

and was rushed to the emergency room.

i bila hitno odvezena u bolnicu.

The baby was delivered through a C-section,

Barbara je rođena carskim rezom,

but Barbara suffered cerebral anoxia,

no pretrpjela je cerebralnu anoksiju,

a loss of oxygen to the brain.

pomanjkanje kisika u mozgu.

Unable to breathe on her own,

Budući da nije mogla samostalno disati,

she was put on a ventilator.

bila je priključena na respirator.

Two days later,

Dva dana kasnije,

the doctors gave the Mitchells

liječnici su Mitchellima

a choice:

ponudili izbor.

They could either remove Barbara

Mogli su Barbaru skinuti

off the life support,

s aparata za održavanje života,

in which case she would die within a matter of hours,

u kojem slučaju bi umrla u roku od nekoliko sati,

or they could keep her on life support,

ili su je mogli zadržati na aparatima,

in which case she might still die

u kojem bi slučaju svejedno mogla

within a matter of days.

umrijeti za nekoliko dana.

If she survived, she would remain

Ako bi preživjela, ostala bi

in a permanent vegetative state,

u trajnom vegetirajućem stanju.

never able to walk, talk

Nikada ne bi prohodala, progovorila

or interact with others.

niti imala interakciju s drugima.

What do they do?

I što su učinili?

What do any parent do?

Što bi svaki roditelj učinio?

In a study I conducted

U studiji koju sam provela

with Simona Botti and Kristina Orfali,

sa Simonom Botti i Kristinom Orfali

American and French parents

intervjuirali smo roditelje iz

were interviewed.

Amerike i Francuske.

They had all suffered

Svi su oni doživjeli

the same tragedy.

istu tragediju.

In all cases, the life support was removed,

U svim slučajevima, aparati su bili uklonjeni,

and the infants had died.

a novorođenčad su umrla.

But there was a big difference.

No postojala je velika razlika.

In France, the doctors decided whether and when

U Francuskoj su liječnici odlučivali hoće li se i

the life support would be removed,

kada ukloniti aparati,

while in the United States,

dok su u Sjedinjenim Državama

the final decision rested with the parents.

konačnu odluku donosili roditelji.

We wondered:

Zanimalo nas je:

does this have an effect on how the parents

je li to imalo utjecaja na način na koji se

cope with the loss of their loved one?

roditelji nose s gubitkom djeteta?

We found that it did.

Ustanovile smo da je imalo.

Even up to a year later,

Čak i godinu dana kasnije

American parents

američki su roditelji

were more likely to express negative emotions,

češće iskazivali negativne emocije,

as compared to their French counterparts.

za razliku od francuskih roditelja,

French parents were more likely to say things like,

koji su češće govorili,

"Noah was here for so little time,

"Noah je bio tako kratko s nama,

but he taught us so much.

ali nas je toliko puno naučio.

He gave us a new perspective on life."

Dao nam je nov pogled na život."

American parents were more likely to say things like,

Američki su roditelji češće govorili,

"What if? What if?"

"Što ako? Što ako?"

Another parent complained,

Jedan je drugi roditelj izjavio,

"I feel as if they purposefully tortured me.

"Osjećam se kao da su me namjerno mučili.

How did they get me to do that?"

Kako su me pridobili da to učinim?"

And another parent said,

Drugi je pak roditelj rekao,

"I feel as if I've played a role

"Osjećam kao da sam odigrao ulogu

in an execution."

u egzekuciji."

But when the American parents were asked

No kad su američki roditelji bili upitani

if they would rather have had

bi li radije da su odluku

the doctors make the decision,

bili donijeli liječnici,

they all said, "No."

svi su odreda rekli, "Ne."

They could not imagine

Nisu mogli zamisliti

turning that choice over to another,

prebacivanje tog odabira na nekog drugog,

even though having made that choice

premda im je taj odabir

made them feel trapped,

dao osjećaj uhvaćenosti u zamku,

guilty, angry.

krivnje, ljutnje.

In a number of cases

U brojnim slučajevima

they were even clinically depressed.

patili su i od kliničke depresije.

These parents could not contemplate

Ti roditelji nisu mogli razmišljati o

giving up the choice,

prepuštanju odabira

because to do so would have gone contrary

jer bi čineći to postupili protivno

to everything they had been taught

svemu što ih se učilo

and everything they had come to believe

i svemu u što su vjerovali

about the power

kad je riječ o moći

and purpose of choice.

i svrsi odabira.

In her essay, "The White Album,"

U eseju "Bijeli album"

Joan Didion writes,

Joan Didion piše,

"We tell ourselves stories

"Pričamo si priče

in order to live.

da bismo živjeli.

We interpret what we see,

Tumačimo što vidimo,

select the most workable

odabiremo najprikladnije

of the multiple choices.

od višestrukih izbora.

We live entirely by the imposition

Živimo potpuno od nametanja

of a narrative line

narativne crte

upon disparate images,

na nejednake slike,

by the idea with which we have learned to freeze

od ideja s kojima smo naučili zamrzavati

the shifting phantasmagoria,

izmjenjivu fantazmagoriju

which is our actual experience."

koja je naše stvarno iskustvo."

The story Americans tell,

Priča koju pričaju Amerikanci,

the story upon which

priča o kojoj

the American dream depends,

ovisi američki san

is the story of limitless choice.

priča je izbora bez granica.

This narrative

Ta priča

promises so much:

obećava tako mnogo:

freedom, happiness,

slobodu, sreću,

success.

uspjeh.

It lays the world at your feet and says,

Polaže vam svijet pred noge i kaže,

"You can have anything, everything."

"Možeš imati sve, sve."

It's a great story,

Sjajna je to priča

and it's understandable why they would be reluctant

i razumljivo je zašto bi oklijevali

to revise it.

revidirati je.

But when you take a close look,

No pogledate li je izbliza,

you start to see the holes,

vidjet ćete rupe,

and you start to see that the story

uvidjet ćete da se priča može

can be told in many other ways.

ispričati na mnogo drugih načina.

Americans have so often tried to

Amerikanci često pokušavaju

disseminate their ideas of choice,

proširiti svoje ideje o izboru,

believing that they will be, or ought to be,

vjerujući da će one biti, ili bi trebale biti,

welcomed with open hearts and minds.

dočekane otvorenih srca i umova.

But the history books and the daily news tell us

No povijesni udžbenici i dnevne novine kazuju

it doesn't always work out that way.

nam da nije uvijek tako.

The phantasmagoria,

Fantazmagorija,

the actual experience that we try to understand

stvarno iskustvo koje pokušavamo razumjeti

and organize through narrative,

i organizirati kroz priču,

varies from place to place.

mijenja se od mjesta do mjesta.

No single narrative serves the needs

Nijedna jedina priča ne služi potrebama

of everyone everywhere.

svakoga i svagdje.

Moreover, Americans themselves

Štoviše, sami Amerikanci

could benefit from incorporating

mogli bi profitirati uključivanjem

new perspectives into their own narrative,

novih perspektiva u svoju vlastitu priču,

which has been driving their choices

koja tako dugo upravlja njihovim

for so long.

izborima.

Robert Frost once said that,

Robert Frost jednom je rekao,

"It is poetry that is lost in translation."

"Poezija se gubi u prijevodu."

This suggests that

To znači da

whatever is beautiful and moving,

što god je lijepo i dirljivo,

whatever gives us a new way to see,

što god nam daje novi pogled,

cannot be communicated to those

ne može se iskomunicirati onima

who speak a different language.

koji govore drugim jezikom.

But Joseph Brodsky said that,

No Joseph Brodsky je rekao,

"It is poetry

"Poezija

that is gained in translation,"

se dobiva u prijevodu,"

suggesting that translation

Sugerirajući da prijevod

can be a creative,

može biti kreativan,

transformative act.

transformacijski čin.

When it comes to choice,

Kad se radi o izboru,

we have far more to gain than to lose

možemo daleko više dobiti nego izgubiti

by engaging in the many

uključivanjem u brojne

translations of the narratives.

prijevode priča.

Instead of replacing

Umjesto zamjene

one story with another,

jedne priče drugom

we can learn from and revel in

možemo učiti na i uživati u

the many versions that exist

brojnim verzijama koje postoje

and the many that have yet to be written.

i brojnima koje će tek biti napisane.

No matter where we're from

Bez obzira otkuda smo

and what your narrative is,

i kakva je naša priča,

we all have a responsibility

svi imamo odgovornost

to open ourselves up to a wider array

otvoriti se širem spektru

of what choice can do,

onoga što izbor može učiniti

and what it can represent.

i što može predstavljati.

And this does not lead to

A to ne vodi ka

a paralyzing moral relativism.

paralizirajućem moralnom relativizmu.

Rather, it teaches us when

Naprotiv, podučava nas kada

and how to act.

i kako postupiti.

It brings us that much closer

Dovodi nas znatno bliže

to realizing the full potential of choice,

shvaćanju punog potencijala izbora,

to inspiring the hope

nadahnjivanju nadom

and achieving the freedom

i postizanju slobode

that choice promises

koju izbor obećava,

but doesn't always deliver.

ali ne daje uvijek.

If we learn to speak to one another,

Naučimo li govoriti jedni s drugima,

albeit through translation,

makar i putem prijevoda,

then we can begin to see choice

tada možemo početi sagledavati

in all its strangeness,

izbor u svoj njegovoj neobičnosti,

complexity

složenosti

and compelling beauty.

i neodoljivoj ljepoti.

Thank you.

Hvala vam.

(Applause)

(Pljesak)

Bruno Giussani: Thank you.

Bruno Giussani: Hvala.

Sheena, there is a detail about your biography

Sheena, ima jedna pojedinost u tvom životopisu

that we have not written in the program book.

koju nismo naveli u programskoj knjižici.

But by now it's evident to everyone in this room. You're blind.

No sada je vidljiva svima u dvorani. Ti si slijepa.

And I guess one of the questions on everybody's mind is:

I pretpostavljam da svima pada na um pitanje:

How does that influence your study of choosing

Kako to utječe na tvoje izučavanje odabiranja

because that's an activity

jer za većinu ljudi to je aktivnost

that for most people is associated with visual inputs

koja se povezuje s vizualnim dojmovima

like aesthetics and color and so on?

kao što su estetika, boja i drugo?

Sheena Iyengar: Well, it's funny that you should ask that

Sheena Iyengar: Pa, zgodno je što to pitate

because one of the things that's interesting about being blind

jer jedna od zanimljivih stvari vezanih uz sljepoću

is you actually get a different vantage point

je da ustvari dobivate drukčiji kut gledanja

when you observe the way

kad promatrate način

sighted people make choices.

na koji odabiru videći ljudi.

And as you just mentioned, there's lots of choices out there

I kao što ste upravo spomenuli, mnogo je izbora oko nas

that are very visual these days.

koji su danas vrlo vizualni.

Yeah, I -- as you would expect --

Da, kako biste i očekivali -

get pretty frustrated by choices

prilično me frustriraju odabiri

like what nail polish to put on

kao što je koji lak za nokte uzeti

because I have to rely on what other people suggest.

jer se moram osloniti na tuđe prijedloge.

And I can't decide.

I ne mogu odlučiti.

And so one time I was in a beauty salon,

Tako sam jednom bila u salonu ljepote

and I was trying to decide between two very light shades of pink.

i pokušavala sam odabrati između dvije vrlo svijetle nijanse ružičaste.

And one was called "Ballet Slippers."

Jedna se zvala "Baletne papučice",

And the other one was called "Adorable."

a druga je bila "Očaravajuća."

(Laughter)

(Smijeh)

And so I asked these two ladies,

Pa sam upitala dvije gospođe.

and the one lady told me, "Well, you should definitely wear 'Ballet Slippers.'"

Jedna mi je rekla, "Pa, Vi biste definitivno trebali nositi 'Baletne papučice.'"

"Well, what does it look like?"

"Pa kako izgleda?"

"Well, it's a very elegant shade of pink."

"Pa to je vrlo elegantna nijansa ružičaste."

"Okay, great."

"U redu, sjajno."

The other lady tells me to wear "Adorable."

Druga mi je gospođa rekla da nosim "Očaravajuću."

"What does it look like?"

"Kako izgleda?"

"It's a glamorous shade of pink."

"To je glamurozna nijansa ružičaste."

And so I asked them, "Well, how do I tell them apart?

Onda sam ih upitala, "Dobro, a kako da ih razlikujem?

What's different about them?"

Po čemu su različite?"

And they said, "Well, one is elegant, the other one's glamorous."

A one rekoše, "Pa jedna je elegantna, a druga je glamurozna."

Okay, we got that.

OK, shvatili smo.

And the only thing they had consensus on:

I jedina stvar oko koje su se složile:

well, if I could see them, I would

da mogu vidjeti, ja bih

clearly be able to tell them apart.

sigurno mogla razlikovati te nijanse.

(Laughter)

(Smijeh)

And what I wondered was whether they were being affected

A ja sam se pitala jesu li one pod utjecajem

by the name or the content of the color,

naziva ili sadržaja boje.

so I decided to do a little experiment.

Tako odlučih napraviti mali eksperiment.

So I brought these two bottles of nail polish into the laboratory,

Ponijela sam te dvije bočice laka za nokte u laboratorij

and I stripped the labels off.

i odstranila naljepnice s njih.

And I brought women into the laboratory,

I dovela žene u laboratorij

and I asked them, "Which one would you pick?"

te ih upitala, "Koju biste odabrali?"

50 percent of the women accused me of playing a trick,

50 posto žena optužilo me da sam izvela trik

of putting the same color nail polish

i stavila lak za nokte iste boje

in both those bottles.

u obje bočice.

(Laughter)

(Smijeh)

(Applause)

(Pljesak)

At which point you start to wonder who the trick's really played on.

U tom se trenutku počinjete pitati tko je stvarno nasjeo na trik.

Now, of the women that could tell them apart,

A žene koje su ih razlikovale,

when the labels were off, they picked "Adorable,"

dok su naljepnice bile skinute, birale su "Očaravajuću",

and when the labels were on,

a dok su naljepnice bile gore,

they picked "Ballet Slippers."

odabrale su "Baletne papučice."

So as far as I can tell,

Koliko mogu reći,

a rose by any other name

ruža nazvana drugim imenom

probably does look different

vjerojatno izgleda drukčije,

and maybe even smells different.

a možda i miriše drukčije.

BG: Thank you. Sheena Iyengar. Thank you Sheena.

BG: Hvala. Sheena Iyengar. Hvala, Sheena.

(Applause)

(Pljesak)