Do you really know why you do what you do? | Petter Johansson

193,912 views ใƒป 2018-03-27

TED


์•„๋ž˜ ์˜๋ฌธ์ž๋ง‰์„ ๋”๋ธ”ํด๋ฆญํ•˜์‹œ๋ฉด ์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค.

๋ฒˆ์—ญ: Nahyun Kim ๊ฒ€ํ† : JY Kang
00:12
So why do you think the rich should pay more in taxes?
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์™œ ๋ถ€์ž๋Š” ์„ธ๊ธˆ์„ ๋” ๋งŽ์ด ๋‚ด์•ผ ํ•œ๋‹ค๊ณ  ์ƒ๊ฐํ•˜์‹œ๋‚˜์š”?
00:16
Why did you buy the latest iPhone?
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์™œ ์ตœ์‹  ์•„์ดํฐ์„ ๊ตฌ์ž…ํ•˜์…จ์ฃ ?
00:18
Why did you pick your current partner?
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ํ˜„์žฌ์˜ ๋ฐฐ์šฐ์ž๋ฅผ ์„ ํƒํ•˜์‹  ์ด์œ ๋Š” ๋ญ”๊ฐ€์š”?
00:21
And why did so many people vote for Donald Trump?
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์™œ ๊ทธ๋ ‡๊ฒŒ ๋งŽ์€ ์‚ฌ๋žŒ๋“ค์ด ๋„๋„๋“œ ํŠธ๋Ÿผํ”„์—๊ฒŒ ํˆฌํ‘œํ–ˆ์„๊นŒ์š”?
00:24
What were the reasons, why did they do it?
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์ด์œ ๊ฐ€ ๋ฌด์—‡์ด์—ˆ์„๊นŒ์š”? ์™œ ๊ทธ๋žฌ์„๊นŒ์š”?
00:27
So we ask this kind of question all the time,
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์šฐ๋ฆฌ๋Š” ํ•ญ์ƒ ์ด๋Ÿฐ ์งˆ๋ฌธ๋“ค์„ ๋˜์ง€๊ณ 
00:30
and we expect to get an answer.
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๊ทธ์— ๋Œ€ํ•œ ๋‹ต์„ ๊ธฐ๋Œ€ํ•˜๊ธฐ ๋งˆ๋ จ์ž…๋‹ˆ๋‹ค.
00:31
And when being asked, we expect ourselves to know the answer,
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๋Ÿฐ ์งˆ๋ฌธ์„ ๋ฐ›์•˜์„ ๋•Œ, ์šฐ๋ฆฌ๋Š” ๊ทธ ๋‹ต์„ ์•Œ๊ณ  ์žˆ๋‹ค๊ณ  ๋ฏฟ์Šต๋‹ˆ๋‹ค.
00:35
to simply tell why we did as we did.
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์™œ ๊ทธ๋Ÿฐ ์„ ํƒ์„ ํ–ˆ๋Š”์ง€ ์‰ฝ๊ฒŒ ๋Œ€๋‹ตํ•ด๋ฒ„๋ฆฌ์ฃ .
00:38
But do we really know why?
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๊ทธ๋Ÿฐ๋ฐ ์šฐ๋ฆฌ๊ฐ€ ์ง„์งœ๋กœ ๊ทธ ์ด์œ ๋ฅผ ์•Œ๊ณ  ์žˆ๋Š” ๊ฑธ๊นŒ์š”?
00:41
So when you say that you prefer George Clooney to Tom Hanks,
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์—ฌ๋Ÿฌ๋ถ„์ด ์กฐ์ง€ ํด๋ฃจ๋‹ˆ๋ฅผ ํ†ฐ ํ–‰ํฌ์Šค๋ณด๋‹ค ๋” ์ข‹์•„ํ•˜๋Š” ์ด์œ ๊ฐ€
00:44
due to his concern for the environment,
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๊ทธ๊ฐ€ ํ™˜๊ฒฝ์— ๊ด€์‹ฌ์ด ๋งŽ๊ธฐ ๋•Œ๋ฌธ์ด๋ผ๊ณ  ํ•œ๋‹ค๋ฉด
00:46
is that really true?
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๊ทธ๊ฒŒ ์ง„์งœ ์ด์œ ์ผ๊นŒ์š”?
00:48
So you can be perfectly sincere and genuinely believe
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์—ฌ๋Ÿฌ๋ถ„์€ ์ •๋ง ์ง„์‹ฌ์œผ๋กœ ๊ทธ๋ ‡๊ฒŒ ๋ฏฟ์„์ง€ ๋ชจ๋ฆ…๋‹ˆ๋‹ค.
00:51
that this is the reason that drives your choice,
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๊ทธ ์ด์œ ๋กœ ๊ทธ๋Ÿฐ ์„ ํƒ์„ ํ•˜๊ฒŒ ๋˜์—ˆ๋‹ค๊ณ  ๋ง์ด์ฃ .
00:54
but to me, it may still feel like something is missing.
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๊ทธ๋Ÿฐ๋ฐ ์ œ๊ฐ€ ๋ณด๊ธฐ์—๋Š” ๋ญ”๊ฐ€ ๊ฐ„๊ณผํ•œ ๋ถ€๋ถ„์ด ์žˆ์Šต๋‹ˆ๋‹ค.
00:57
As it stands, due to the nature of subjectivity,
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๋‹ค์‹œ ๋งํ•˜๋ฉด, ์ธ๊ฐ„์˜ ์ฃผ๊ด€์ ์ธ ๋ณธ์งˆ ๋•Œ๋ฌธ์—
01:00
it is actually very hard to ever prove that people are wrong about themselves.
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์‚ฌ๋žŒ๋“ค์€ ์ž๊ธฐ ์ž์‹ ์˜ ์ž˜๋ชป๋œ ์ ์„ ์งš์–ด๋‚ด๊ธฐ๋Š” ์ƒ๋‹นํžˆ ์–ด๋ ต์ฃ .
01:06
So I'm an experimental psychologist,
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์ €๋Š” ์‹คํ—˜ ์‹ฌ๋ฆฌํ•™์ž ์ž…๋‹ˆ๋‹ค.
01:08
and this is the problem we've been trying to solve in our lab.
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์ €ํฌ ์—ฐ๊ตฌ์‹ค์€ ๋ฐ”๋กœ ๊ทธ ๋ฌธ์ œ๋ฅผ ํ’€์–ด๋ณด๋ ค๊ณ  ์—ฐ๊ตฌํ•ด์™”์Šต๋‹ˆ๋‹ค.
01:12
So we wanted to create an experiment
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๊ทธ๋ž˜์„œ ์ €ํฌ๋Š” ํ•œ ๊ฐ€์ง€ ์‹คํ—˜ ๋ฐฉ๋ฒ•์„ ๊ณ ์•ˆํ•ด์„œ
01:14
that would allow us to challenge what people say about themselves,
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์‚ฌ๋žŒ๋“ค์ด ์ž์‹ ์˜ ์„ ํƒ์— ๋Œ€ํ•ด ๋ญ๋ผ๊ณ  ์–˜๊ธฐํ•˜๋Š”์ง€ ์•Œ์•„๋ณด๊ธฐ๋กœ ํ–ˆ์Šต๋‹ˆ๋‹ค.
01:18
regardless of how certain they may seem.
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์Šค์Šค๋กœ ์–ผ๋งˆ๋‚˜ ํ™•์‹ ํ•˜๋Š”์ง€ ์ƒ๊ด€์—†์ด ๋ง์ด์ฃ .
01:21
But tricking people about their own mind is hard.
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์‚ฌ๋žŒ์˜ ๋งˆ์Œ์„ ์†์ด๋Š” ๊ฒƒ์€ ์–ด๋ ต์ฃ .
01:24
So we turned to the professionals.
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๊ทธ๋ž˜์„œ ์šฐ๋ฆฌ๋Š” ์ „๋ฌธ๊ฐ€๋กœ ์œ„์žฅํ–ˆ์Šต๋‹ˆ๋‹ค.
01:27
The magicians.
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๋งˆ์ˆ ์‚ฌ๋กœ ๋ง์ด์ฃ .
01:29
So they're experts at creating the illusion of a free choice.
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๊ทธ๋“ค์€ ์ž์œ ๋กœ์šด ์„ ํƒ์˜ ํ™˜์ƒ์„ ๋งŒ๋“œ๋Š” ๋ฐ ์ „๋ฌธ๊ฐ€๋“ค์ž…๋‹ˆ๋‹ค.
01:32
So when they say, "Pick a card, any card,"
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๋งˆ์ˆ ์‚ฌ๊ฐ€ ์•„๋ฌด ์นด๋“œ๋‚˜ ํ•œ ์žฅ ๊ณ ๋ฅด๋ผ๊ณ  ํ•˜๋ฉด
01:34
the only thing you know is that your choice is no longer free.
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์ž์‹ ์˜ ์„ ํƒ์ด ์ž์œ ๋กญ์ง€ ์•Š๋‹ค๋Š” ๊ฒƒ๋งŒ ์•Œ๊ฒŒ ๋ฉ๋‹ˆ๋‹ค.
01:38
So we had a few fantastic brainstorming sessions
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๊ทธ๋ž˜์„œ ์šฐ๋ฆฌ๋Š” ๋ช‡ ์ฐจ๋ก€ ์•„์ด๋””์–ด ํšŒ์˜๋ฅผ ๊ฐ€์ง€๋ฉฐ
01:40
with a group of Swedish magicians,
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์Šค์›จ๋ด ๋งˆ์ˆ ์‚ฌ ๋‹จ์ฒด๋ฅผ ๋งŒ๋‚ฌ์Šต๋‹ˆ๋‹ค.
01:42
and they helped us create a method
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๊ทธ๋“ค ๋„์›€์œผ๋กœ ๊ณ ์•ˆํ•œ ์‹คํ—˜ ๋ฐฉ๋ฒ•์€
01:44
in which we would be able to manipulate the outcome of people's choices.
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์‚ฌ๋žŒ๋“ค์ด ์„ ํƒํ•œ ์นด๋“œ๋ฅผ ๋ฐ”๊ฟ”์น˜๊ธฐ ํ•˜๋Š” ๊ฒƒ์ด์—ˆ์Šต๋‹ˆ๋‹ค.
01:48
This way we would know when people are wrong about themselves,
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๊ทธ๋Ÿฌ๋ฉด ์šฐ๋ฆฌ๋Š” ์‚ฌ๋žŒ๋“ค์ด ์ž์‹ ์˜ ์„ ํƒ๊ณผ ๋‹ค๋ฅด๋‹ค๋Š” ๊ฑธ ์ธ์ง€ํ•  ๋•Œ๋ฅผ ์•Œ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
01:51
even if they don't know this themselves.
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์™œ ๊ทธ๋ ‡๊ฒŒ ๋๋Š”์ง€ ์ž์‹ ์„ ๋ชจ๋ฅด์ง€๋งŒ ๋ง์ด์ฃ .
01:54
So I will now show you a short movie showing this manipulation.
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์ด์ œ ๊ทธ ๋ฐ”๊ฟ”์น˜๊ธฐ๋ฅผ ํ•˜๋Š” ์˜์ƒ ํ•˜๋‚˜๋ฅผ ๋ณด์—ฌ๋“œ๋ฆด ๊ฑด๋ฐ์š”.
01:59
So it's quite simple.
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๊ฝค ๊ฐ„๋‹จํ•ฉ๋‹ˆ๋‹ค.
02:00
The participants make a choice,
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์ฐธ๊ฐ€์ž๋“ค์€ ์ผ๋‹จ ์„ ํƒ์„ ํ•ฉ๋‹ˆ๋‹ค.
02:02
but I end up giving them the opposite.
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๊ทธ๋ฆฌ๊ณ  ์ €๋Š” ๊ทธ๋“ค์—๊ฒŒ ๋ฐ˜๋Œ€์˜ ๊ฒƒ์„ ๋ณด์—ฌ์ค๋‹ˆ๋‹ค.
02:05
And then we want to see: How did they react, and what did they say?
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๊ทธ๋•Œ ๊ทธ๋“ค์ด ์–ด๋–ป๊ฒŒ ๋ฐ˜์‘ํ•˜๊ณ  ์–ด๋–ค ๋ง์„ ํ•˜๋Š”์ง€ ๊ด€์ฐฐํ•˜๋Š” ๊ฑฐ์ฃ .
02:09
So it's quite simple, but see if you can spot the magic going on.
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๊ฐ„๋‹จํ•˜์ง€๋งŒ, ์ด๊ฒŒ ๋งˆ์ˆ ์ด๋ผ๋Š” ๊ฑธ ๋ˆˆ์น˜์ฑŒ ์ˆ˜ ์žˆ๋Š”์ง€ ํ•œ๋ฒˆ ๋ณด์„ธ์š”.
02:13
And this was shot with real participants, they don't know what's going on.
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์‹ค์ œ ์ฐธ๊ฐ€์ž๋“ค์„ ์ดฌ์˜ํ•œ ๊ฒƒ์ธ๋ฐ์š”. ๊ทธ๋“ค์€ ์–ด๋–ค ์ƒํ™ฉ์ธ์ง€ ์ „ํ˜€ ๋ชจ๋ฆ…๋‹ˆ๋‹ค.
02:19
(Video) Petter Johansson: Hi, my name's Petter.
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ํ”ผํ„ฐ : ์•ˆ๋…•ํ•˜์„ธ์š”. ์ €๋Š” ํ”ผํ„ฐ์ž…๋‹ˆ๋‹ค. ์—ฌ์ž : ์•ˆ๋…•ํ•˜์„ธ์š”. ๋ฒ ์นด์˜ˆ์š”.
02:21
Woman: Hi, I'm Becka.
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ํ”ผํ„ฐ : ์ œ๊ฐ€ ์ด๋Ÿฐ ์‚ฌ์ง„์„ ๋ช‡ ์žฅ ๋ณด์—ฌ๋“œ๋ฆด ๊ฑด๋ฐ์š”.
02:22
PJ: I'm going to show you pictures like this.
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02:24
And you'll have to decide which one you find more attractive.
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์ด ์ค‘์— ๋” ๋งค๋ ฅ์ ์ด๋ผ๊ณ  ์ƒ๊ฐํ•˜์‹œ๋Š” ์‚ฌ์ง„์„ ๊ณ ๋ฅด์‹œ๋ฉด ๋ฉ๋‹ˆ๋‹ค.
02:27
Becka: OK.
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๋ฒ ์นด : ๋„ค
02:28
PJ: And then sometimes, I will ask you why you prefer that face.
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ํ”ผํ„ฐ : ๊ทธ๋ฆฌ๊ณ  ๋„์ค‘์— ์™œ ๊ทธ ์‚ฌ์ง„์ด ๋ง˜์— ๋“ค์—ˆ๋Š”์ง€ ์—ฌ์ญค๋ณผ ๊ฒ๋‹ˆ๋‹ค.
๋ฒ ์นด : ๋„ค.
02:32
Becka: OK.
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ํ”ผํ„ฐ: ์ค€๋น„๋˜์…จ๋‚˜์š”? ๋ฒ ์นด: ๋„ค.
02:33
PJ: Ready? Becka: Yeah.
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02:43
PJ: Why did you prefer that one?
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ํ”ผํ„ฐ: ์™œ ๊ทธ ์‚ฌ์ง„์„ ๊ณ ๋ฅด์…จ์ฃ ?
02:44
Becka: The smile, I think.
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๋ฒ ์นด: ์›ƒ๋Š” ์–ผ๊ตด์ด๋ผ์„œ์š”, ์ œ ์ƒ๊ฐ์—๋Š”์š”.
02:46
PJ: Smile.
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ํ”ผํ„ฐ: ์›ƒ๋Š” ์–ผ๊ตด์ด์š”.
02:52
Man: One on the left.
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๋‚จ์ž: ์™ผ์ชฝ ์‚ฌ์ง„์ด์š”.
02:57
Again, this one just struck me.
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๋‹ค์‹œ์š”, ์ €๋Š” ์ด์ชฝ์ด ๋Œ๋ฆฌ๋„ค์š”.
02:59
Interesting shot.
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์žฌ๋ฐŒ๋Š” ์‚ฌ์ง„์ด์—์š”.
03:01
Since I'm a photographer, I like the way it's lit and looks.
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์ œ๊ฐ€ ์‚ฌ์ง„์ž‘๊ฐ€์ธ๋ฐ, ๋น›์ด ์ด๋ ‡๊ฒŒ ๋น„์ถฐ ๋ณด์ด๋Š” ์‚ฌ์ง„์„ ์ข‹์•„ํ•ด์š”.
03:06
Petter Johansson: But now comes the trick.
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ํ”ผํ„ฐ: ์ด์ œ๋ถ€ํ„ฐ ์†์ž„์ˆ˜์— ๋“ค์–ด๊ฐ‘๋‹ˆ๋‹ค.
03:10
(Video) Woman 1: This one.
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์—ฌ์ž: ์ด๊ฑฐ์š”.
03:16
PJ: So they get the opposite of their choice.
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ํ”ผํ„ฐ: ์ด์ œ ์„ ํƒํ•œ ๊ฒƒ์˜ ๋ฐ˜๋Œ€ํŽธ ์‚ฌ์ง„์„ ๋ฐ›๊ฒŒ ๋˜์ฃ .
03:20
And let's see what happens.
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์ด์ œ ์–ด๋–ป๊ฒŒ ๋˜๋Š”์ง€ ๋ด…์‹œ๋‹ค.
03:28
Woman 2: Um ...
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์—ฌ์ž: ์Œ...
03:35
I think he seems a little more innocent than the other guy.
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์ œ ์ƒ๊ฐ์—” ์ด ์‚ฌ๋žŒ์ด ๋‹ค๋ฅธ์ชฝ ์‚ฌ๋žŒ๋ณด๋‹ค ์•ฝ๊ฐ„ ๋” ์ˆœ์ˆ˜ํ•ด ๋ณด์ด๋Š” ๊ฒƒ ๊ฐ™์•„์š”.
03:45
Man: The one on the left.
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๋‚จ์ž: ์™ผ์ชฝ ์‚ฌ์ง„์ด์š”.
03:49
I like her smile and contour of the nose and face.
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์ €๋Š” ์ด ์—ฌ์ž๋ถ„์˜ ๋ฏธ์†Œ์™€ ์ฝ”์™€ ์–ผ๊ตด ์œค๊ณฝ์ด ๋งˆ์Œ์— ๋“ค์—ˆ์–ด์š”.
03:53
So it's a little more interesting to me, and her haircut.
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์ €ํ•œํ…Œ๋Š” ์ด๊ฒŒ ์ข€ ๋” ํฅ๋ฏธ๋กญ๊ณ , ๊ทธ ๋จธ๋ฆฌ ์Šคํƒ€์ผ์ด ์ข‹๋„ค์š”.
04:00
Woman 3: This one.
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์—ฌ์ž: ์ด๊ฑฐ์š”.
04:03
I like the smirky look better.
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๊น์ฃฝ๊ฑฐ๋ฆฌ๋Š” ๋ชจ์Šต์ด ๋” ๋ณด๊ธฐ ์ข‹๋„ค์š”.
04:05
PJ: You like the smirky look better?
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ํ”ผํ„ฐ: ๊น์ฃฝ๊ฑฐ๋ฆฌ๋Š” ๋ชจ์Šต์ด ๋” ์ข‹์•„ ๋ณด์ธ๋‹ค๊ณ ์š”?
04:09
(Laughter)
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(์›ƒ์Œ)
04:12
Woman 3: This one.
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์—ฌ์ž: ์ด๊ฑฐ์š”.
04:15
PJ: What made you choose him?
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ํ”ผํ„ฐ: ์–ด๋–ค ์  ๋•Œ๋ฌธ์— ๊ทธ๋ฅผ ์„ ํƒํ•˜์…จ๋‚˜์š”?
04:17
Woman 3: I don't know, he looks a little bit like the Hobbit.
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์—ฌ์ž: ๊ธ€์Ž„์š”, ๊ทธ๋ƒฅ ์•ฝ๊ฐ„ ํ˜ธ๋น—์„ ๋‹ฎ์€ ๊ฑฐ ๊ฐ™์•„์„œ์š”.
04:20
(Laughter)
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(์›ƒ์Œ)
04:22
PJ: And what happens in the end
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ํ”ผํ„ฐ: ๋งˆ์ง€๋ง‰์— ์ด ์‹คํ—˜์— ๋Œ€ํ•ด ์‚ฌ์‹ค๋Œ€๋กœ ์–˜๊ธฐํ–ˆ์„ ๋•Œ
04:24
when I tell them the true nature of the experiment?
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์–ด๋–ค ์ผ์ด ๋ฒŒ์–ด์กŒ์„๊นŒ์š”?
04:27
Yeah, that's it. I just have to ask a few questions.
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๋„ค, ์—ฌ๊ธฐ๊นŒ์ง€ ์ž…๋‹ˆ๋‹ค. ๋ช‡ ๊ฐ€์ง€ ์งˆ๋ฌธ์ด ์žˆ๋Š”๋ฐ์š”.
04:29
Man: Sure.
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๋‚จ์ž: ๋„ค.
04:30
PJ: What did you think of this experiment, was it easy or hard?
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ํ”ผํ„ฐ: ์ด ์‹คํ—˜ ์–ด๋– ์…จ๋‚˜์š”? ์–ด๋ ค์› ๋‚˜์š”, ์•„๋‹ˆ๋ฉด ์‰ฌ์› ๋‚˜์š”?
04:33
Man: It was easy.
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๋‚จ์ž: ์‰ฌ์› ์Šต๋‹ˆ๋‹ค.
04:36
PJ: During the experiments,
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ํ”ผํ„ฐ: ์‹คํ—˜์„ ํ•˜๋ฉด์„œ
04:37
I actually switched the pictures three times.
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์‚ฌ์‹ค์€ ์ œ๊ฐ€ ์„ธ๋ฒˆ์ด๋‚˜ ์‚ฌ์ง„์„ ๋ฐ”๊ฟ”์„œ ๋ณด์—ฌ๋“œ๋ ธ์Šต๋‹ˆ๋‹ค.
04:40
Was this anything you noticed?
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๋ˆˆ์น˜์ฑ„์…จ๋‚˜์š”?
04:42
Man: No. I didn't notice any of that.
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๋‚จ์ž: ์•„๋‹ˆ์š”, ์ „ํ˜€ ๋ชฐ๋ž์–ด์š”.
04:44
PJ: Not at all? Man: No.
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ํ”ผํ„ฐ: ์ „ํ˜€์š”? ๋‚จ์ž: ์ „ํ˜€์š”.
04:45
Switching the pictures as far as ...
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์‚ฌ์ง„์„ ๋ฐ”๊ฟจ์œผ๋ฆฌ๋ผ๊ณ ๋Š”...
04:47
PJ: Yeah, you were pointing at one of them but I actually gave you the opposite.
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ํ”ผํ„ฐ: ๋„ค, ๋‹น์‹ ์ด ์„ ํƒํ•œ ์‚ฌ์ง„์˜ ๋ฐ˜๋Œ€์ชฝ ์‚ฌ์ง„์„ ๋“œ๋ ธ์ฃ .
04:51
Man: The opposite one. OK, when you --
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๋‚จ์ž: ๋ฐ˜๋Œ€์ชฝ ์‚ฌ์ง„์ด๋ผ๊ณ ์š”. ๊ทธ๋ ‡๊ตฐ์š”.
04:53
No. Shows you how much my attention span was.
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๋ชฐ๋ž์–ด์š”. ์ œ ์ง‘์ค‘๋ ฅ์ด ์–ผ๋งˆ๋‚˜ ๊ฐ€๋Š”์ง€ ๋ณด๋Š” ๊ฑฐ๊ตฐ์š”.
04:55
(Laughter)
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(์›ƒ์Œ)
04:58
PJ: Did you notice that sometimes during the experiment
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ํ”ผํ„ฐ: ์‹คํ—˜์„ ์ง„ํ–‰ํ•˜๋ฉด์„œ ์ œ๊ฐ€ ๋•Œ๋•Œ๋กœ
05:01
I switched the pictures?
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์‚ฌ์ง„์„ ๋ฐ”๊ฟจ๋‹ค๋Š” ๊ฒƒ์„ ๋ˆˆ์น˜์ฑ˜๋‚˜์š”?
05:04
Woman 2: No, I did not notice that.
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์—ฌ์ž: ์•„๋‹ˆ์š”, ์•Œ์•„์ฑ„์ง€ ๋ชปํ–ˆ์Šต๋‹ˆ๋‹ค.
05:06
PJ: You were pointing at one, but then I gave you the other one.
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ํ”ผํ„ฐ: ๋‹น์‹ ์ด ์„ ํƒํ•œ ์‚ฌ์ง„ ๋ง๊ณ  ๋‹ค๋ฅธ ์‚ฌ์ง„์„ ๋“œ๋ ธ์–ด์š”.
05:09
No inclination of that happening?
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๊ทธ๋Ÿฐ ์ค„ ์•Œ์•„์ฑ„์…จ๋‚˜์š”?
05:11
Woman 2: No.
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์—ฌ์ž: ์•„๋‹ˆ์š”.
05:13
Woman 2: I did not notice.
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์ „ํ˜€ ๋ชฐ๋ž์–ด์š”.
05:14
(Laughs)
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(์›ƒ์Œ)
05:16
PJ: Thank you.
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ํ”ผํ„ฐ: ๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค.
05:17
Woman 2: Thank you.
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์—ฌ์ž: ๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค.
05:19
PJ: OK, so as you probably figured out now,
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ํ”ผํ„ฐ: ์ข‹์•„์š”. ์ง€๊ธˆ ๋ณด์‹  ๋Œ€๋กœ
05:21
the trick is that I have two cards in each hand,
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์นด๋“œ๋ฅผ ํ•œ ์†์— ๋‘ ์žฅ์”ฉ ๋“ค๊ณ  ์žˆ๋Š” ๊ฒŒ ์š”๋ น์ด์ฃ .
05:23
and when I hand one of them over,
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๊ทธ๋ฆฌ๊ณ  ์นด๋“œ ํ•˜๋‚˜๋ฅผ ๊ฑด๋„ค์ฃผ๋ฉด
05:25
the black one kind of disappears into the black surface on the table.
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๊ฒ€์€ ์ƒ‰ ํ…Œ์ด๋ธ” ์œ„์— ๋†“์ธ ๊ฒ€์€ ์ƒ‰ ์นด๋“œ๋Š” ๋ˆˆ์— ๋„์ง€ ์•Š์Šต๋‹ˆ๋‹ค.
05:30
So using pictures like this,
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์ด๋Ÿฌํ•œ ์‚ฌ์ง„์„ ์ด์šฉํ•˜๋ฉด
05:32
normally not more than 20 percent of the participants detect these tries.
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๋Œ€๊ฐœ 20%๊ฐ€ ์•ˆ๋˜๋Š” ์ฐธ๊ฐ€์ž๋งŒ์ด ์ด ์†์ž„์ˆ˜๋ฅผ ์•Œ์•„์ฑ•๋‹ˆ๋‹ค.
05:36
And as you saw in the movie,
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๊ทธ๋ฆฌ๊ณ  ์˜์ƒ์—์„œ ๋ณด์…จ๋“ฏ์ด
05:38
when in the end we explain what's going on,
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๋งˆ์ง€๋ง‰์— ์ด ์‹คํ—˜์ด ์–ด๋–ป๊ฒŒ ์ง„ํ–‰๋˜์—ˆ๋Š”์ง€ ์„ค๋ช…ํ•ด์ฃผ๋ฉด
05:41
they're very surprised and often refuse to believe the trick has been made.
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๋‹ค๋“ค ๋†€๋ผ๋ฉด์„œ ๊ทธ๋Ÿฐ ์†์ž„์ˆ˜๊ฐ€ ์žˆ์—ˆ๋‹ค๋Š” ๊ฑธ ๋ฏฟ์ง€ ์•Š์Šต๋‹ˆ๋‹ค.
05:45
So this shows that this effect is quite robust and a genuine effect.
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์ฆ‰ ์ด๊ฒƒ์€ ์ด ํšจ๊ณผ๊ฐ€ ๋งค์šฐ ๊ฐ•๋ ฅํ•˜๊ณ  ์ง„์‹ค์„ฑ์žˆ๋‹ค๋Š” ๊ฒƒ์„ ๋ณด์—ฌ ์ค๋‹ˆ๋‹ค.
05:50
But if you're interested in self-knowledge, as I am,
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๊ทธ๋Ÿฌ๋‚˜ ๋งŒ์•ฝ ์—ฌ๋Ÿฌ๋ถ„์ด ์ €์ฒ˜๋Ÿผ ์ž๊ธฐ ์ธ์‹์— ๋Œ€ํ•ด ๊ด€์‹ฌ์ด ๋งŽ๋‹ค๋ฉด
05:53
the more interesting bit is,
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๊ฐ€์žฅ ํฅ๋ฏธ๋กœ์šด ๋ถ€๋ถ„์€
05:54
OK, so what did they say when they explained these choices?
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์‚ฌ๋žŒ๋“ค์ด ์ž์‹ ์˜ ์„ ํƒ์— ๋Œ€ํ•ด ์–ด๋–ป๊ฒŒ ์„ค๋ช…ํ•˜๋Š”๊ฐ€์— ๊ด€ํ•œ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
05:58
So we've done a lot of analysis
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๊ทธ๋ž˜์„œ ์ €ํฌ๋Š” ์ˆ˜๋งŽ์€ ๋ถ„์„์„ ํ†ตํ•ด
06:00
of the verbal reports in these experiments.
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์‹คํ—˜์—์„œ ์–ป์€ ํ”ผ์‹คํ—˜์ž์˜ ๋‹ต๋ณ€ ๋‚ด์šฉ์„ ์‚ดํŽด๋ดค์Šต๋‹ˆ๋‹ค.
06:03
And this graph simply shows
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์ด ๊ทธ๋ž˜ํ”„๋กœ ๊ฐ„๋‹จํžˆ ์•Œ ์ˆ˜ ์žˆ๋Š” ๊ฒƒ์€
06:05
that if you compare what they say in a manipulated trial
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์กฐ์ž‘๋œ ์ƒํ™ฉ์—์„œ ๋‹ต๋ณ€ํ•œ ๊ฒƒ๊ณผ ์กฐ์ž‘๋˜์ง€ ์•Š์€ ์ƒํ™ฉ์˜ ๋‹ต๋ณ€์„ ๋น„๊ตํ•˜๋ฉด
06:10
with a nonmanipulated trial,
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06:12
that is when they explain a normal choice they've made
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ํ”ผ์‹คํ—˜์ž์˜ ์ผ๋ฐ˜์ ์ธ ์„ ํƒ๊ณผ
06:14
and one where we manipulated the outcome,
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๊ฒฐ๊ณผ๋ฅผ ์กฐ์ž‘ํ–ˆ์„ ๋•Œ์˜ ์„ ํƒ์ด
06:17
we find that they are remarkably similar.
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๋งค์šฐ ์œ ์‚ฌํ•˜๋‹ค๋Š” ๊ฒƒ์„ ์•Œ๊ฒŒ ๋ฉ๋‹ˆ๋‹ค.
06:19
So they are just as emotional, just as specific,
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์ฆ‰ ๊ทธ๋“ค์€ ๋˜‘๊ฐ™์ด ๊ฐ์ •์ ์ด๊ณ , ๋˜‘๊ฐ™์ด ๊ตฌ์ฒด์ ์ด๊ณ 
06:22
and they are expressed with the same level of certainty.
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๋“ค์€ ๋™์ผํ•œ ์ˆ˜์ค€์˜ ์ •ํ™•๋„๋กœ ํ‘œํ˜„๋ฉ๋‹ˆ๋‹ค.
06:27
So the strong conclusion to draw from this
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์ด ์‹คํ—˜์—์„œ ์–ป์€ ํ™•์‹คํ•œ ๊ฒฐ๋ก ์€
06:29
is that if there are no differences
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์ง„์งœ ์„ ํƒ๊ณผ ์กฐ์ž‘๋œ ์„ ํƒ ์‚ฌ์ด์— ์ฐจ์ด๊ฐ€ ์—†๋‹ค๋ฉด
06:31
between a real choice and a manipulated choice,
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06:35
perhaps we make things up all the time.
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์šฐ๋ฆฌ๋Š” ํ•ญ์ƒ ์ ๋‹นํ•œ ์ด์œ ๋ฅผ ๋งŒ๋“ค์–ด๋‚ธ๋‹ค๋Š” ์‚ฌ์‹ค์ž…๋‹ˆ๋‹ค.
06:38
But we've also done studies
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๊ทธ๋Ÿฐ๋ฐ ์ €ํฌ๋Š” ๋‹ค๋ฅธ ์—ฐ๊ตฌ์—์„œ
06:40
where we try to match what they say with the actual faces.
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์‹ค์ œ ์ธ๋ฌผ์— ๋Œ€ํ•ด์„œ๋Š” ์–ด๋–ค ์„ค๋ช…์„ ํ•˜๋Š”์ง€ ๋ดค์Šต๋‹ˆ๋‹ค.
06:43
And then we find things like this.
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๊ทธ๋ฆฌ๊ณ  ๋‹ค์Œ๊ณผ ๊ฐ™์€ ์‚ฌ์‹ค์„ ์•Œ์•˜์Šต๋‹ˆ๋‹ค.
06:45
So here, this male participant, he preferred the girl to the left,
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์ด ์‹คํ—˜์—์„œ ์–ด๋Š ๋‚จ์„ฑ ์ฐธ๊ฐ€์ž๋Š” ์™ผ์ชฝ์˜ ์—ฌ์„ฑ์„ ์„ ํ˜ธํ–ˆ์ง€๋งŒ
06:50
he ended up with the one to the right.
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๊ฒฐ๊ตญ ์˜ค๋ฅธ์ชฝ ์—ฌ์„ฑ๊ณผ ๋งŒ๋‚˜๊ฒŒ ๋ฉ๋‹ˆ๋‹ค.
06:52
And then, he explained his choice like this.
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๊ทธ๋Ÿฌ์ž ๊ทธ๋Š” ์ž์‹ ์ด ์„ ํƒํ•œ ์—ฌ์„ฑ์— ๋Œ€ํ•ด ์ด๋ ‡๊ฒŒ ์„ค๋ช…ํ–ˆ์Šต๋‹ˆ๋‹ค.
06:55
"She is radiant.
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"๊ทธ๋…€๋Š” ๋น›๋‚˜์š”.
06:56
I would rather have approached her at the bar than the other one.
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๋ฐ”์—์„œ ๋ดค๋‹ค๋ฉด ๋‹ค๋ฅธ ์‚ฌ๋žŒ์ด ์•„๋‹Œ ๊ทธ๋…€์—๊ฒŒ ๋‹ค๊ฐ€๊ฐ”์„ ๊ฑฐ์˜ˆ์š”.
๊ทธ๋ฆฌ๊ณ  ๊ทธ๋…€ ๊ท€๊ฑธ์ด๊ฐ€ ์ข‹์•„์š”."
07:00
And I like earrings."
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07:01
And whatever made him choose the girl on the left to begin with,
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์ฒ˜์Œ์— ๊ทธ๊ฐ€ ์™ผ์ชฝ์˜ ์—ฌ์ž๋ฅผ ๊ณ ๋ฅด๊ฒŒ ๋œ ์ด์œ ๊ฐ€ ๋ญ๋“ 
07:05
it can't have been the earrings,
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๊ท€๊ฑธ์ด ๋•Œ๋ฌธ์€ ์ ˆ๋Œ€ ์•„๋‹ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
07:06
because they were actually sitting on the girl on the right.
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์‹ค์ œ๋กœ ๊ท€๊ฑธ์ด๋Š” ์˜ค๋ฅธ์ชฝ์˜ ์—ฌ์„ฑ๋งŒ ํ–ˆ๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค.
07:09
So this is a clear example of a post hoc construction.
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์ด๋Š” ๋ช…๋ฐฑํ•œ ์ธ๊ณผ ๊ตฌ์กฐ์˜ ์˜ˆ์ž…๋‹ˆ๋‹ค.
07:13
So they just explained the choice afterwards.
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๊ทธ๋“ค์€ ๊ทธ์ € ์ดํ›„์˜ ์„ ํƒ์— ๋Œ€ํ•ด ์„ค๋ช…ํ–ˆ์Šต๋‹ˆ๋‹ค.
07:17
So what this experiment shows is,
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์ฆ‰ ์ด ์‹คํ—˜์ด ๋ณด์—ฌ์ฃผ๋Š” ๊ฒƒ์€
07:19
OK, so if we fail to detect that our choices have been changed,
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๋งŒ์•ฝ ์ž์‹ ์˜ ์„ ํƒ์ด ๋ฐ”๋€Œ์—ˆ์Œ์„ ์•Œ์•„์ฑ„์ง€ ๋ชปํ•œ๋‹ค๋ฉด
07:23
we will immediately start to explain them in another way.
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์šฐ๋ฆฌ๋Š” ์ฆ‰์‹œ ๋‹ค๋ฅธ ๋ฐฉ๋ฒ•์œผ๋กœ ๊ทธ ์„ ํƒ์„ ์„ค๋ช…ํ•˜๊ธฐ ์‹œ์ž‘ํ•ฉ๋‹ˆ๋‹ค.
07:27
And what we also found
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๋˜ ํ•˜๋‚˜ ์•Œ๊ฒŒ ๋œ ๊ฒƒ์€
07:28
is that the participants often come to prefer the alternative,
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๋•Œ๋กœ๋Š” ์ฐธ๊ฐ€์ž๋“ค์ด ๋ฐ”๋€ ์„ ํƒ์„ ์„ ํ˜ธํ•˜๊ฒŒ ๋˜๋ฉฐ
07:32
that they were led to believe they liked.
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๊ทธ๊ฒŒ ์ข‹๋‹ค๊ณ  ๋ฏฟ์–ด๋ฒ„๋ฆฐ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
07:34
So if we let them do the choice again,
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๊ทธ๋ž˜์„œ ๊ทธ๋“ค์—๊ฒŒ ๋‹ค์‹œ ๊ณจ๋ผ๋ณด๋ผ๊ณ  ํ•˜๋ฉด
07:36
they will now choose the face they had previously rejected.
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์ด์ „ ์‹คํ—˜์—์„œ๋Š” ์‹ซ๋‹ค๊ณ  ํ–ˆ๋˜ ์–ผ๊ตด์„ ์„ ํƒํ•˜๊ฒŒ ๋˜์ฃ .
07:41
So this is the effect we call "choice blindness."
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์ด๋Ÿฌํ•œ ํ˜„์ƒ์„ "์„ ํƒ๋งน"์ด๋ผ๊ณ  ํ•ฉ๋‹ˆ๋‹ค.
07:43
And we've done a number of different studies --
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๊ทธ๋ฆฌ๊ณ  ์šฐ๋ฆฌ๋Š” ์ˆ˜๋งŽ์€ ๋‹ค๋ฅธ ์—ฐ๊ตฌ๋“ค์„ ์ง„ํ–‰ํ–ˆ์Šต๋‹ˆ๋‹ค.
07:46
we've tried consumer choices,
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์†Œ๋น„์ž๋“ค์˜ ์„ ํƒ์ด๋‚˜
07:48
choices based on taste and smell and even reasoning problems.
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๋ง›๊ณผ ๋ƒ„์ƒˆ์— ์˜์กดํ•œ ์„ ํƒ, ์‹ฌ์ง€์–ด ์ƒํ™ฉ ์ถ”๋ก ์— ๋Œ€ํ•ด์„œ๋„ ์—ฐ๊ตฌํ–ˆ์ฃ .
07:53
But what you all want to know is of course
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๊ทธ๋Ÿฌ๋‚˜ ๋ฌผ๋ก  ๋‹ค๋“ค ์•Œ๊ณ  ์‹ถ์–ด ํ•˜๋Š” ๊ฒƒ์€
07:55
does this extend also to more complex, more meaningful choices?
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์ด๋Ÿฐ ๊ฒƒ๋“ค์ด ๋”์šฑ ๋ณต์žกํ•˜๊ณ  ์˜๋ฏธ์žˆ๋Š” ์„ ํƒ์œผ๋กœ๊นŒ์ง€ ํ™•์‚ฐ๋˜๋ƒ๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
07:59
Like those concerning moral and political issues.
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์˜ˆ๋ฅผ ๋“ค๋ฉด ๋„๋•์ ์ด๊ณ  ์ •์น˜์ ์ธ ๋ฌธ์ œ๋ฅผ ๊ณ ๋ คํ•ด์•ผ ํ•˜๋Š” ๊ฒฝ์šฐ ๋ง์ด์ฃ .
08:04
So the next experiment, it needs a little bit of a background.
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๊ทธ๋ž˜์„œ ๋‹ค์Œ ์‹คํ—˜์˜ ๊ฒฝ์šฐ์—๋Š” ๋ฐฐ๊ฒฝ ์ง€์‹์ด ์กฐ๊ธˆ ํ•„์š”ํ•ฉ๋‹ˆ๋‹ค.
08:08
So in Sweden, the political landscape
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์Šค์›จ๋ด์—์„œ์˜ ์ •์น˜์ ์ธ ์ง€ํ˜•์€
08:12
is dominated by a left-wing and a right-wing coalition.
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์ขŒํŒŒ์™€ ์šฐํŒŒ ์—ฐํ•ฉ์— ์˜ํ•ด ์ขŒ์šฐ๋ฉ๋‹ˆ๋‹ค.
08:17
And the voters may move a little bit between the parties within each coalition,
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์œ ๊ถŒ์ž๋“ค์€ ๊ฐ ์ •๋‹น๋“ค ์‚ฌ์ด์—์„œ ์•ฝ๊ฐ„์”ฉ ์›€์ง์ผ ๊ฒƒ์ด์ง€๋งŒ
08:22
but there is very little movement between the coalitions.
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๊ทธ๋Ÿฌ๋‚˜ ์›€์ง์ž„์€ ๊ฑฐ์˜ ์—†์„ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
08:25
And before each elections,
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๊ทธ๋ฆฌ๊ณ  ์„ ๊ฑฐ ์ด์ „์—๋Š”
08:27
the newspapers and the polling institutes
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์‹ ๋ฌธ๊ณผ ์„ ๊ฑฐ ๊ธฐ๊ด€์ด
08:31
put together what they call "an election compass"
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"์„ ๊ฑฐ ๋‚˜์นจ๋ฐ˜"์ด๋ผ๋Š” ๊ฒƒ์„ ๋งˆ๋ จํ–ˆ๊ณ 
08:34
which consists of a number of dividing issues
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์ด๊ฒƒ์€ ๋‘ ๊ฐ€์ง€ ์—ฐํ•ฉ ๊ด€๊ณ„๋ฅผ ๊ตฌ๋ถ„ํ•˜๋Š”
08:37
that sort of separates the two coalitions.
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๋งŽ์€ ๋ถ„์—ด๋œ ์Ÿ์ ๋“ค๋กœ ๊ตฌ์„ฑ๋˜์–ด ์žˆ์Šต๋‹ˆ๋‹ค.
08:40
Things like if tax on gasoline should be increased
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ํœ˜๋ฐœ์œ ์— ๋ถ€๊ณผ๋˜๋Š” ์„ธ๊ธˆ์„ ์ฆ๊ฐ€์‹œํ‚ฌ ๊ฒƒ์ธ๊ฐ€ ํ•˜๋Š” ๋ฌธ์ œ๋‚˜
08:44
or if the 13 months of paid parental leave
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๋˜๋Š” 13๊ฐœ์›”์˜ ์œ ๊ธ‰ ์œก์•„ ํœด์ง์„
08:48
should be split equally between the two parents
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๋‘ ๋ถ€๋ชจ์—๊ฒŒ ๋™๋“ฑํ•˜๊ฒŒ ๋ถ„๋ฐฐํ•จ์œผ๋กœ์จ
08:50
in order to increase gender equality.
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์–‘์„ฑ ํ‰๋“ฑ์„ ์ด๋ฃฐ ๊ฒƒ์ธ๊ฐ€ ๋“ฑ์˜ ๋ฌธ์ œ์ฃ .
08:54
So, before the last Swedish election,
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๊ทธ๋ž˜์„œ ์ง€๋‚œ ์Šค์›จ๋ด ์„ ๊ฑฐ ์ด์ „์—
08:57
we created an election compass of our own.
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์šฐ๋ฆฌ๋Š” ์šฐ๋ฆฌ๋งŒ์˜ ์„ ๊ฑฐ ๋‚˜์นจ๋ฐ˜์„ ๋งŒ๋“ค์—ˆ์Šต๋‹ˆ๋‹ค.
09:00
So we walked up to people in the street
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์šฐ๋ฆฌ๋Š” ๊ธธ์—์„œ ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ๋‹ค๊ฐ€๊ฐ€์„œ
09:02
and asked if they wanted to do a quick political survey.
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๊ฐ„๋‹จํ•œ ์ •์น˜ ์„ค๋ฌธ์กฐ์‚ฌ์— ์‘ํ•ด ์ค„ ์ˆ˜ ์žˆ๋Š”์ง€ ๋ฌผ์—ˆ์Šต๋‹ˆ๋‹ค.
09:06
So first we had them state their voting intention
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์šฐ๋ฆฌ๋Š” ๋จผ์ € ๋‘ ์ •๋‹น ์ค‘์—์„œ ์–ด๋””์— ํˆฌํ‘œํ• ์ง€
09:08
between the two coalitions.
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์˜์‚ฌ๋ฅผ ๋ฐํžˆ๋„๋ก ํ–ˆ์Šต๋‹ˆ๋‹ค.
09:10
Then we asked them to answer 12 of these questions.
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๊ทธ ๋‹ค์Œ์— 12๊ฐœ์˜ ์งˆ๋ฌธ์— ๋Œ€๋‹ตํ•˜๋„๋ก ํ–ˆ์Šต๋‹ˆ๋‹ค.
09:14
They would fill in their answers,
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๊ทธ๋“ค์€ ์„ค๋ฌธ์ง€์— ๋‹ต์„ ์“ฐ๋ฉด
09:16
and we would ask them to discuss,
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๊ทธ ๋‹ต์— ๋Œ€ํ•ด์„œ ํ† ๋ก ์„ ํ–ˆ์ฃ .
09:18
so OK, why do you think tax on gas should be increased?
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"์™œ ๋‹น์‹ ์€ ์œ ๋ฅ˜์„ธ๋ฅผ ์˜ฌ๋ ค์•ผ ํ•œ๋‹ค๊ณ  ์ƒ๊ฐํ•˜๋‚˜์š”?" ๊ฐ™์€ ์งˆ๋ฌธ์ž…๋‹ˆ๋‹ค.
09:23
And we'd go through the questions.
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์งˆ๋ฌธ๋“ค์ด ๋๋‚˜๊ณ  ๋‚˜๋ฉด
09:25
Then we had a color coded template
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์ƒ‰์œผ๋กœ ๊ตฌ๋ถ„ํ•  ์ˆ˜ ์žˆ๋Š” ๋ถ„์„์ง€์—
09:29
that would allow us to tally their overall score.
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์‚ฌ๋žŒ๋“ค์˜ ๋‹ต๋ณ€์„ ์ ์ˆ˜๋กœ ๊ธฐ๋กํ–ˆ์Šต๋‹ˆ๋‹ค.
09:32
So this person would have one, two, three, four
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์ด ์‚ฌ๋žŒ์˜ ๊ฒฝ์šฐ๋Š” 1,2,3,4...
09:36
five, six, seven, eight, nine scores to the left,
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5,6,7,8,9๊ฐœ๊ฐ€ ์ฃ„์ถ•์— ์œ„์น˜ํ–ˆ๋„ค์š”.
09:39
so he would lean to the left, basically.
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๊ทธ๋ž˜์„œ ๊ทธ๋Š” ๊ธฐ๋ณธ์ ์œผ๋กœ ์ขŒํŽธํ–ฅ์ผ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
09:42
And in the end, we also had them fill in their voting intention once more.
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๋์œผ๋กœ ๊ทธ๋“ค์ด ๋‹ค์‹œ ํ•œ ๋ฒˆ ํˆฌํ‘œ ์˜ํ–ฅ์„ ๋ฐํžˆ๋„๋ก ํ–ˆ์Šต๋‹ˆ๋‹ค.
09:48
But of course, there was also a trick involved.
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๋ฌผ๋ก , ์—ฌ๊ธฐ์—๋Š” ์†์ž„์ˆ˜๊ฐ€ ์žˆ์ฃ .
09:51
So first, we walked up to people,
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๋งจ ์ฒ˜์Œ์— ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ๋‹ค๊ฐ€๊ฐ€์„œ
09:53
we asked them about their voting intention
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ํˆฌํ‘œ ์˜ํ–ฅ๋ฅผ ๋ฌผ์—ˆ์ฃ .
09:55
and then when they started filling in,
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๋“ค์ด ๋‹ต์„ ํ‘œ์‹œํ•  ๋•Œ
09:57
we would fill in a set of answers going in the opposite direction.
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์šฐ๋ฆฌ๋Š” ๊ทธ ๋‹ต๊ณผ ๋ฐ˜๋Œ€๋กœ ํ‘œ๊ธฐํ—ธ์Šต๋‹ˆ๋‹ค
10:03
We would put it under the notepad.
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์šฐ๋ฆฌ๋Š” ๊ทธ๊ฒƒ์„ ๋…ธํŠธ ๋’ค์— ์ˆจ๊ฒจ๋‘์—ˆ๋‹ค๊ฐ€
10:06
And when we get the questionnaire,
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์šฐ๋ฆฌ๊ฐ€ ์„ค๋ฌธ์ง€๋ฅผ ๋Œ๋ ค๋ฐ›์„ ๋•Œ
10:08
we would simply glue it on top of the participant's own answer.
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์ฐธ๊ฐ€์ž์˜ ๋‹ต๋ณ€์ง€ ์œ„์— ๊ทธ๊ฒƒ์„ ๋ถ™์˜€์Šต๋‹ˆ๋‹ค.
10:16
So there, it's gone.
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์ด๋ ‡๊ฒŒ ๋ฐ”๋€Œ์—ˆ๋„ค์š”.
10:24
And then we would ask about each of the questions:
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๊ทธ ๋‹ค์Œ ๊ฐ๊ฐ ์งˆ๋ฌธ์— ๋Œ€ํ•ด ๋ฌผ์—ˆ์Šต๋‹ˆ๋‹ค.
10:26
How did you reason here?
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์™œ ์ด๋ ‡๊ฒŒ ํŒ๋‹จํ–ˆ๋ƒ๊ณ  ๋ฌผ์œผ๋ฉด
10:28
And they'll state the reasons,
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๊ทธ๋“ค์€ ์ด์œ ๋ฅผ ๋งํ•  ๊ฒƒ์ด๊ณ 
10:30
together we will sum up their overall score.
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์šฐ๋ฆฌ๋Š” ์ „์ฒด ์ ์ˆ˜๋ฅผ ํ•จ๊ป˜ ์š”์•ฝํ•ฉ๋‹ˆ๋‹ค.
10:34
And in the end, they will state their voting intention again.
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๊ทธ๋ฆฌ๊ณ  ๋์œผ๋กœ ๊ทธ๋“ค์€ ํˆฌํ‘œ ์˜ํ–ฅ์„ ๋‹ค์‹œ ์–˜๊ธฐํ•˜๊ฒŒ ๋˜์ฃ .
10:41
So what we find first of all here,
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์ด ์‹คํ—˜์—์„œ ์•Œ์•„๋‚ธ ๊ฒƒ์€ ๋ฌด์—‡๋ณด๋‹ค๋„
10:43
is that very few of these manipulations are detected.
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์ด๋Ÿฌํ•œ ์†์ž„์ˆ˜๋ฅผ ๊ฑฐ์˜ ์•Œ์•„์ฑ„์ง€ ๋ชปํ•œ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
10:47
And they're not detected in the sense that they realize,
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์†์ž„์ˆ˜๊ฐ€ ๋“ค์ผฐ๋‹ค๋ฉด ์ด๋ ‡๊ฒŒ ์–˜๊ธฐํ–ˆ๊ฒ ์ฃ .
10:50
"OK, you must have changed my answer,"
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"๋‹น์‹ ์ด ๋‚ด ๋‹ต๋ณ€์„ ๋ฐ”๊พผ ๊ฒŒ ๋ถ„๋ช…ํ•ด์š”."
10:52
it was more the case that,
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๊ทธ๋Ÿฐ๋ฐ ๋Œ€๋ถ€๋ถ„ ์ด๋ ‡๊ฒŒ ๋งํ–ˆ์Šต๋‹ˆ๋‹ค.
10:53
"OK, I must've misunderstood the question the first time I read it.
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"์ฒ˜์Œ ์ฝ์—ˆ์„ ๋•Œ ๊ทธ ๋ฌธ์ œ๋ฅผ ์˜คํ•ดํ–ˆ๋‚˜ ๋ด์š”.
10:56
Can I please change it?"
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๋‹ต์„ ๋ฐ”๊ฟ€ ์ˆ˜ ์žˆ์„๊นŒ์š”?"
10:59
And even if a few of these manipulations were changed,
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๊ทธ๋ฆฌ๊ณ  ์†์ž„์ˆ˜๋กœ ๋‹ต์„ ๋ช‡ ๊ฐœ๋งŒ ๋ฐ”๊พธ์—ˆ๋Š”๋ฐ๋„
11:04
the overall majority was missed.
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์ „์ฒด์ ์œผ๋กœ ๋‹ต๋ณ€์„ ๋‹ค์‹œ ๋ฐ”๊พธ์—ˆ์Šต๋‹ˆ๋‹ค.
11:06
So we managed to switch 90 percent of the participants' answers
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๊ทธ๋ž˜์„œ ์šฐ๋ฆฌ๋Š” ์ฐธ๊ฐ€์ž๋“ค์ด ์ฒ˜์Œ ๋‹ต๋ณ€ํ•œ ๊ฒƒ์˜ 90%๋ฅผ
11:10
from left to right, right to left, their overall profile.
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์™ผ์ชฝ์—์„œ ์˜ค๋ฅธ์ชฝ, ํ˜น์€ ์˜ค๋ฅธ์ชฝ์—์„œ ์™ผ์ชฝ์œผ๋กœ ๋ฐ”๊พธ๋Š” ๋ฐ ์„ฑ๊ณตํ–ˆ์ฃ .
11:14
And what happens then when they are asked to motivate their choices?
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๊ทธ๋“ค์ด ์ž์‹ ์˜ ์„ ํƒ์— ๋™๊ธฐ๋ฅผ ๋ถ€์—ฌํ•˜๋„๋ก ์š”์ฒญ ๋ฐ›์•˜์„ ๋• ์–ด๋–ป๊ฒŒ ๋˜์—ˆ์„๊นŒ์š”?
11:20
And here we find much more interesting verbal reports
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์ด ์‹คํ—˜์—์„œ ์šฐ๋ฆฌ๋Š” ์–ผ๊ตด ์‹คํ—˜์˜ ๊ฒฝ์šฐ๋ณด๋‹ค
11:23
than compared to the faces.
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ํ›จ์”ฌ ๋” ํฅ๋ฏธ๋กœ์šด ๋‹ต๋ณ€์„ ๋“ค์„ ์ˆ˜ ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค.
11:25
People say things like this, and I'll read it to you.
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์ œ๊ฐ€ ์‚ฌ๋žŒ๋“ค์ด ๋งํ–ˆ๋˜ ๊ฒƒ์„ ์ฝ์–ด๋“œ๋ฆฌ๊ฒ ์Šต๋‹ˆ๋‹ค.
11:29
So, "Large-scale governmental surveillance of email and internet traffic
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"์ด๋ฉ”์ผ๊ณผ ์ธํ„ฐ๋„ท์— ๋Œ€ํ•œ ๋Œ€๊ทœ๋ชจ ์ •๋ถ€ ๊ฐ์‹œ๋Š”
11:33
ought to be permissible as means to combat international crime and terrorism."
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๊ตญ์ œ ๋ฒ”์ฃ„์™€ ํ…Œ๋Ÿฌ์— ๋Œ€์ฒ˜ํ•˜๊ธฐ ์œ„ํ•œ ์ˆ˜๋‹จ์œผ๋กœ ํ—ˆ์šฉ๋˜์–ด์•ผ ํ•ฉ๋‹ˆ๋‹ค."
11:37
"So you agree to some extent with this statement." "Yes."
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"๋‹น์‹ ์€ ์ด ์ฃผ์žฅ์— ์–ด๋Š ์ •๋„๋Š” ๋™์˜ํ•˜์‹ ๋‹ค๋Š” ๊ฑด๊ฐ€์š”?" "๋„ค."
11:40
"So how did you reason here?"
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"๋™์˜ํ•˜๋Š” ์ด์œ ๋Š” ๋ญ”๊ฐ€์š”?"
11:43
"Well, like, as it is so hard to get at international crime and terrorism,
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"์Œ, ์˜ˆ๋ฅผ ๋“ค์–ด, ๊ตญ์ œ ๋ฒ”์ฃ„๋‚˜ ํ…Œ๋Ÿฌ์— ๋Œ€์ฒ˜ํ•˜๋Š” ๊ฒƒ์ด ๋งค์šฐ ์–ด๋ ต๊ธฐ ๋•Œ๋ฌธ์—
11:48
I think there should be those kinds of tools."
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์ €๋Š” ๊ทธ๋Ÿฐ ์ข…๋ฅ˜์˜ ์ˆ˜๋‹จ๋“ค์ด ์žˆ์–ด์•ผ ํ•œ๋‹ค๊ณ  ์ƒ๊ฐํ•ด์š”."
11:51
And then the person remembers an argument from the newspaper in the morning.
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๊ทธ๋ฆฌ๊ณ  ๋‚˜์„œ ๊ทธ ์‚ฌ๋žŒ์€ ์•„์นจ ์‹ ๋ฌธ์— ์‹ค๋ฆฐ ๋…ผํ‰์ด ๋– ์˜ฌ๋ž๋‚˜ ๋ด…๋‹ˆ๋‹ค.
11:55
"Like in the newspaper today,
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"์˜ค๋Š˜ ์‹ ๋ฌธ์— ์‹ค๋ฆฐ ๊ฒƒ์ฒ˜๋Ÿผ
11:56
it said they can like, listen to mobile phones from prison,
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๋งŒ์•ฝ ๊ฐฑ๋‹จ์˜ ์ง€๋„์ž๊ฐ€ ๊ฐ์˜ฅ ์•ˆ์—์„œ๋„ ๋ฒ”์ฃ„๋ฅผ ๊ณ„์†ํ•ด์„œ ์ €์ง€๋ฅด๋ ค๊ณ  ํ•œ๋‹ค๋ฉด
12:00
if a gang leader tries to continue his crimes from inside.
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์‚ฌ๋žŒ๋“ค์€ ๊ฐ์˜ฅ์—์„œ ๊ฑธ๋ ค์˜ค๋Š” ์ „ํ™” ๋‚ด์šฉ์„ ๊ฐ์ฒญํ•˜๊ณ  ์‹ถ์–ดํ•˜๊ฒ ์ฃ .
12:03
And I think it's madness that we have so little power
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๊ฑธ ๋ง‰์„ ํž˜์ด ์—†๋‹ค๋Š” ๊ฒƒ์— ๋งค์šฐ ํ™”๊ฐ€ ๋‚ฉ๋‹ˆ๋‹ค.
12:06
that we can't stop those things
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์šฐ๋ฆฌ๊ฐ€ ๊ทธ๋Ÿด ๋Šฅ๋ ฅ์ด ์žˆ๋Š”๋ฐ๋„ ๋ฒ”์ฃ„๋ฅผ ๋ง‰์ง€ ๋ชปํ•œ๋‹ค๋ฉด ๋ง์ด์ฃ ."
12:08
when we actually have the possibility to do so."
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12:11
And then there's a little bit back and forth in the end:
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๋งˆ์ง€๋ง‰์—” ์•ฝ๊ฐ„ ์˜ค๋ฝ๊ฐ€๋ฝํ•˜๊ณ  ์žˆ๋Š”๋ฐ์š”.
12:13
"I don't like that they have access to everything I do,
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"๊ทธ๋“ค์ด ๋‚ด๊ฐ€ ํ•˜๋Š” ๋ชจ๋“  ์ผ์„ ์‚ดํ”ผ๋Š” ๊ฑด ์›์น˜ ์•Š์ง€๋งŒ
๊ทธ๋ž˜๋„ ์žฅ๊ธฐ์ ์œผ๋กœ๋Š” ๊ทธ๋Ÿด ๋งŒํ•œ ๊ฐ€์น˜๊ฐ€ ์žˆ๋‹ค๊ณ  ์ƒ๊ฐํ•ฉ๋‹ˆ๋‹ค."
12:16
but I still think it's worth it in the long run."
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12:19
So, if you didn't know that this person
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๋งŒ์•ฝ ์ด ์‚ฌ๋žŒ์ด ์„ ํƒ๋งน ์‹คํ—˜์— ์ฐธ์—ฌํ–ˆ๋‹ค๋Š” ๊ฑธ ์—ฌ๋Ÿฌ๋ถ„์ด ๋ชฐ๋ž๋‹ค๋ฉด
12:21
just took part in a choice blindness experiment,
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12:23
I don't think you would question
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์ด ์‚ฌ๋žŒ์˜ ์ •๋ง ์ด๋Ÿฐ ๊ฒฌํ•ด๋ฅผ ๊ฐ€์ง€๊ณ  ์žˆ๋Š”์ง€ ์˜์‹ฌํ•˜์ง€ ์•Š์•˜์„ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
12:25
that this is the true attitude of that person.
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12:29
And what happens in the end, with the voting intention?
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ํˆฌํ‘œ ์˜ํ–ฅ์—๋Š” ๊ฒฐ๊ตญ ์–ด๋–ค ๋ณ€ํ™”๊ฐ€ ์ผ์–ด๋‚ ๊นŒ์š”?
12:32
What we find -- that one is also clearly affected by the questionnaire.
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์šฐ๋ฆฌ๊ฐ€ ๋ฐœ๊ฒฌํ•œ ๊ฒƒ์€ ์„ค๋ฌธ์ง€์— ์˜ํ•ด์„œ๋„ ์˜ํ–ฅ์„ ๋ฐ›๋Š”๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
12:37
So we have 10 participants
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๊ฒฐ๊ตญ ์ฐธ๊ฐ€์ž ์ค‘์—์„œ 10๋ช…์€
12:39
shifting from left to right or from right to left.
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์ขŒํŒŒ์—์„œ ์šฐํŒŒ๋กœ, ์šฐํŒŒ์—์„œ ์ขŒํŒŒ๋กœ ๋ฐ”๋€Œ๋„๋ก ๋งŒ๋“ค์—ˆ๊ณ 
12:42
We have another 19 that go from clear voting intention
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๋˜๋‹ค๋ฅธ 19๋ช…์˜ ์ฐธ๊ฐ€์ž๋“ค์— ๋Œ€ํ•ด์„œ๋Š”
ํ™•๊ณ ํ•œ ํˆฌํ‘œ ์˜ํ–ฅ์„ ์–ด์ค‘๊ฐ„ํ•œ ์ƒํƒœ๋กœ ๋งŒ๋“ค์—ˆ์ฃ .
12:44
to being uncertain.
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12:46
Some go from being uncertain to clear voting intention.
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๊ทธ ์ค‘ ์ผ๋ถ€๋Š” ์–ด์ค‘๊ฐ„ํ•œ ์ƒํƒœ์—์„œ ํ™•์‹คํ•œ ํˆฌํ‘œ ์˜ํ–ฅ์„ ๋˜์ฐพ์•˜์ง€๋งŒ
12:49
And then there is a number of participants staying uncertain throughout.
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๋งŽ์€ ์ฐธ๊ฐ€์ž๋“ค์ด ๋๊นŒ์ง€ ๋ถˆํ™•์‹คํ•œ ์ƒํƒœ๋ฅผ ์œ ์ง€ํ–ˆ์Šต๋‹ˆ๋‹ค.
12:54
And that number is interesting
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์ด ์ˆ˜์น˜๋Š” ๋งค์šฐ ํฅ๋ฏธ๋กœ์šด๋ฐ์š”.
12:55
because if you look at what the polling institutes say
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์™œ๋ƒํ•˜๋ฉด ์„ ๊ฑฐ ๊ธฐ๊ด€๋“ค์ด ์กฐ์‚ฌํ•œ ๊ฒฐ๊ณผ๋ฅผ ๋ณด๋ฉด
13:00
the closer you get to an election,
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์„ ๊ฑฐ๊ฐ€ ๊ฐ€๊นŒ์›Œ์ง€๋ฉด ๊ฐ€๊นŒ์›Œ์งˆ์ˆ˜๋ก
13:02
the only people that are sort of in play
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ํˆฌํ‘œ์— ์˜ํ–ฅ์„ ์ค„ ์‚ฌ๋žŒ๋“ค์€
13:04
are the ones that are considered uncertain.
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ํˆฌํ‘œ ์˜ํ–ฅ์ด ๋ถˆํ™•์‹คํ•œ ์‚ฌ๋žŒ๋“ค์ด๋ผ๊ณ  ํ•ฉ๋‹ˆ๋‹ค.
13:06
But we show there is a much larger number
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๊ทธ๋Ÿฌ๋‚˜ ์šฐ๋ฆฌ๋Š” ํ›จ์”ฌ ๋” ๋งŽ์€ ์‚ฌ๋žŒ๋“ค์— ๋Œ€ํ•ด์„œ
13:10
that would actually consider shifting their attitudes.
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๊ทธ๋“ค ์ž…์žฅ์„ ์‹ค์ œ๋กœ ๋ฐ”๊ฟ€ ์ˆ˜ ์žˆ๋‹ค๋Š” ๊ฑธ ๋ณด์—ฌ๋“œ๋ ธ์ฃ .
13:13
And here I must point out, of course, that you are not allowed to use this
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๋ฌผ๋ก  ์—ฌ๊ธฐ์„œ ์งš๊ณ  ๋„˜์–ด๊ฐ€์•ผ ํ•  ๊ฒƒ์€
์ด๋Ÿฐ ๋ฐฉ๋ฒ•์„ ์ด์šฉํ•ด์„œ
13:17
as an actual method to change people's votes
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์„ ๊ฑฐ ์ „์— ์‚ฌ๋žŒ๋“ค์˜ ํˆฌํ‘œ ์˜๋„๋ฅผ ๋ฐ”๊พธ๋Š” ์ผ์„ ํ•ด์„œ๋Š” ์•ˆ๋ฉ๋‹ˆ๋‹ค.
13:19
before an election,
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13:21
and we clearly debriefed them afterwards
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๊ทธ๋ฆฌ๊ณ  ์ €ํฌ๋Š” ์ฐธ๊ฐ€์ž๋“ค์—๊ฒŒ ๋ช…ํ™•ํ•˜๊ฒŒ ์„ค๋ช…์„ ๋“œ๋ ธ๊ณ 
13:24
and gave them every opportunity to change back
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๊ทธ๋“ค์ด ์ฒ˜์Œ ์ƒ๊ฐํ–ˆ๋˜ ๊ฒƒ์œผ๋กœ ๋‹ค์‹œ ๋ฐ”๊ฟ€ ์ˆ˜ ์žˆ๋„๋ก ํ–ˆ์Šต๋‹ˆ๋‹ค.
13:27
to whatever they thought first.
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13:30
But what this shows is that if you can get people
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ํ•˜์ง€๋งŒ ์ด๊ฒƒ์ด ์‹œ์‚ฌํ•˜๋Š” ๋ฐ”๋Š”
13:32
to see the opposite view and engage in a conversation with themselves,
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๋งŒ์•ฝ ์—ฌ๋Ÿฌ๋ถ„์ด ์‚ฌ๋žŒ๋“ค๋กœ ํ•˜์—ฌ๊ธˆ ๋ฐ˜๋Œ€์˜ ๊ด€์ ์„ ๋ณด๊ฒŒ ํ•˜๊ณ 
๊ทธ๋“ค๊ณผ ๋Œ€ํ™”๋ฅผ ํ•˜๊ฒŒ ํ•  ์ˆ˜ ์žˆ๋‹ค๋ฉด
13:38
that could actually make them change their views.
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๊ทธ๋“ค์˜ ๊ด€์ ์„ ๋ฐ”๊ฟ€ ์ˆ˜ ์žˆ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
13:42
OK.
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๊ฒฐ๊ณผ์ ์œผ๋กœ
13:44
So what does it all mean?
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์ด ๋ชจ๋“  ๊ฒƒ๋“ค์€ ๋ฌด์—‡์„ ์˜๋ฏธํ• ๊นŒ์š”?
13:46
What do I think is going on here?
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์ œ๊ฐ€ ๋งํ•˜๊ณ  ์‹ถ์€ ๊ฒƒ์€
13:48
So first of all,
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์ฒซ ๋ฒˆ์งธ๋กœ
13:50
a lot of what we call self-knowledge is actually self-interpretation.
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์ž๊ธฐ ์ธ์ง€๋ผ๊ณ  ๋ถ€๋ฅด๋Š” ๊ฒƒ์˜ ๋Œ€๋ถ€๋ถ„์€ ์‹ค์ œ๋กœ ์ž๊ธฐ ์ดํ•ด๋ผ๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
13:55
So I see myself make a choice,
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์Šค์Šค๋กœ ์„ ํƒ์„ ํ•˜๊ณ 
13:57
and then when I'm asked why,
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๊ทธ๋Ÿฌ๊ณ  ๋‚˜์„œ ์ด์œ ๋ฅผ ๋ฌผ์—ˆ์„ ๋•Œ
14:00
I just try to make as much sense of it as possible
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์šฐ๋ฆฌ๋Š” ๊ทธ์ € ๊ฐ€๋Šฅํ•œ ํ•œ ๋…ผ๋ฆฌ์ ์œผ๋กœ ์„ค๋ช…ํ•˜๊ณ  ๋Œ€๋‹ตํ•˜๋ ค๊ณ  ๋…ธ๋ ฅํ•  ๋ฟ์ด์ฃ .
14:02
when I make an explanation.
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14:04
But we do this so quickly and with such ease
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๊ทธ๋Ÿฌ๋‚˜ ๊ทธ ์ผ์€ ๋งค์šฐ ์‰ฝ๊ณ  ๋น ๋ฅด๊ฒŒ ์ด๋ฃจ์–ด์ง‘๋‹ˆ๋‹ค.
14:07
that we think we actually know the answer when we answer why.
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๋งˆ์น˜ ์šฐ๋ฆฌ๊ฐ€ ์‹ค์ œ๋กœ ์ •๋‹ต๊ณผ ๊ทธ ์ด์œ ๋ฅผ ์•„๋Š” ๊ฒƒ์ฒ˜๋Ÿผ ๋ง์ด์ฃ .
14:13
And as it is an interpretation,
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๊ทธ๋Ÿฌ๋‚˜ ๊ทธ๊ฒƒ์€ ํ•ด์„์— ๋ถˆ๊ณผํ•˜๊ธฐ์—
14:16
of course we sometimes make mistakes.
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์šฐ๋ฆฌ๋Š” ๊ฐ€๋” ์‹ค์ˆ˜๋ฅผ ํ•ฉ๋‹ˆ๋‹ค.
14:18
The same way we make mistakes when we try to understand other people.
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๋‹ค๋ฅธ ์‚ฌ๋žŒ๋“ค์„ ์ดํ•ดํ•˜๋ ค๊ณ  ๋…ธ๋ ฅํ•  ๋•Œ ์‹ค์ˆ˜๋ฅผ ํ•˜๋Š” ๊ฒƒ๊ณผ ๊ฐ™์€ ๊ฒƒ์ด์ฃ .
14:23
So beware when you ask people the question "why"
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๋”ฐ๋ผ์„œ ๋‹ค๋ฅธ ์‚ฌ๋žŒ๋“ค์—๊ฒŒ "์™œ"๋ผ๊ณ  ๋ฌผ์„ ๋•Œ๋Š” ์ฃผ์˜ํ•ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
14:26
because what may happen is that, if you asked them,
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์™œ๋ƒํ•˜๋ฉด ์ด๋Ÿฐ ์งˆ๋ฌธ์„ ํ•˜๋ฉด ์–ด๋–ป๊ฒŒ ๋ ๊นŒ์š”?
14:31
"So why do you support this issue?"
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"์™œ ์ด ์ฃผ์žฅ์„ ์ง€์ง€ํ•˜๋‚˜์š”?"
14:35
"Why do you stay in this job or this relationship?" --
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"์™œ ๊ทธ๋Ÿฐ ์ง์—…์ด๋‚˜ ๊ทธ๋Ÿฐ ๊ด€๊ณ„๋ฅผ ์œ ์ง€ํ•˜๋‚˜์š”?"
14:39
what may happen when you ask why is that you actually create an attitude
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๋ˆ„๊ตฐ๊ฐ€์—๊ฒŒ ๊ทธ ์ด์œ ๋ฅผ ๋ฌผ์œผ๋ฉด
์ด๋Ÿฐ ์งˆ๋ฌธ ๋ฐ›๊ธฐ ์ „์—๋Š” ์—†์—ˆ๋˜ ํƒœ๋„๋ฅผ ๋งŒ๋“ค์–ด ๋‚ด๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
14:42
that wasn't there before you asked the question.
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14:45
And this is of course important in your professional life, as well,
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์—ฌ๋Ÿฌ๋ถ„์˜ ์ง์žฅ ์ƒํ™œ์—์„œ๋„ ์ด ๋ถ€๋ถ„์€ ๋งค์šฐ ์ค‘์š”ํ•ฉ๋‹ˆ๋‹ค.
14:48
or it could be.
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๊ทธ๋Ÿด ๊ฐ€๋Šฅ์„ฑ์ด ์žˆ์ฃ .
14:49
If, say, you design something and then you ask people,
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์—ฌ๋Ÿฌ๋ถ„์ด ๋ฌด์–ธ๊ฐ€๋ฅผ ๊ณ„ํšํ•˜๊ณ  ๋‚˜์„œ
14:52
"Why do you think this is good or bad?"
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๋‹ค๋ฅธ ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ์ด๊ฒŒ ์ข‹์€์ง€ ํ˜น์€ ๋‚˜์œ์ง€ ๋ฌผ์–ด๋ณธ๋‹ค๊ฑฐ๋‚˜
14:54
Or if you're a journalist asking a politician,
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๋˜๋Š” ๋งŒ์•ฝ ์—ฌ๋Ÿฌ๋ถ„์ด ๊ธฐ์ž๋ผ์„œ
์ •์น˜์ธ์—๊ฒŒ ์™œ ๊ทธ๋Ÿฐ ๊ฒฐ์ •์„ ํ–ˆ๋Š”์ง€ ๋ฌผ์–ด๋ณธ๋‹ค๊ฑฐ๋‚˜
14:57
"So, why did you make this decision?"
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15:00
Or if indeed you are a politician
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๋˜๋Š” ์—ฌ๋Ÿฌ๋ถ„์ด ์‹ค์ œ๋กœ ์ •์น˜์ธ์ด์–ด์„œ
15:02
and try to explain why a certain decision was made.
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์™œ ๊ทธ๋Ÿฐ ๊ฒฐ์ •์„ ๋‚ด๋ ธ๋Š”์ง€ ์„ค๋ช…ํ•˜๋ ค ํ•  ์ˆ˜๋„ ์žˆ์Šต๋‹ˆ๋‹ค.
15:06
So this may all seem a bit disturbing.
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๊ทธ๋Ÿฌ๋ฉด ์ด๋Ÿฐ ๋‚ด์šฉ์ด ์กฐ๊ธˆ ๊ฑฐ์Šฌ๋ฆด ์ˆ˜๋„ ์žˆ๊ฒ ์ฃ .
15:09
But if you want to look at it from a positive direction,
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๊ทธ๋Ÿฌ๋‚˜ ๊ธ์ •์ ์ธ ์ธก๋ฉด์—์„œ ๋ฐ”๋ผ๋ณด๋ฉด
15:13
it could be seen as showing,
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๋ณด๋Š” ๋Œ€๋กœ ๋ณด์ผ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
15:14
OK, so we're actually a little bit more flexible than we think.
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์šฐ๋ฆฌ๋Š” ์ƒ๊ฐ ๋ณด๋‹ค ํ›จ์”ฌ ์œ ์—ฐํ•ฉ๋‹ˆ๋‹ค.
15:18
We can change our minds.
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์Šค์Šค๋กœ์˜ ์ƒ๊ฐ์„ ๋ฐ”๊ฟ€ ์ˆ˜ ์žˆ์ฃ .
15:20
Our attitudes are not set in stone.
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์šฐ๋ฆฌ์˜ ์ƒ๊ฐ์€ ํ•˜๋‚˜์— ๊ตณ์–ด ์žˆ์ง€ ์•Š์Šต๋‹ˆ๋‹ค.
15:22
And we can also change the minds of others,
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์šฐ๋ฆฌ๋Š” ํƒ€์ธ์˜ ์ƒ๊ฐ ๋˜ํ•œ ๋ฐ”๊ฟ€ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
15:25
if we can only get them to engage with the issue
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๋งŒ์•ฝ ๊ทธ๋“ค์„ ์–ด๋–ค ๋ฌธ์ œ์— ๊ด€์—ฌํ•˜๊ฒŒ ํ•˜๊ณ 
15:28
and see it from the opposite view.
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๊ทธ๊ฒƒ์„ ๋ฐ˜๋Œ€์˜ ๊ด€์ ์—์„œ ๋ณด๋„๋ก ํ•œ๋‹ค๋ฉด ๋ง์ด์ฃ .
15:31
And in my own personal life, since starting with this research --
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๊ทธ๋ฆฌ๊ณ  ์ œ ๊ฐœ์ธ์ ์ธ ์‚ถ์—์„œ, ์ด ์—ฐ๊ตฌ๋ฅผ ์‹œ์ž‘ํ•œ ์ดํ›„๋กœ..
15:35
So my partner and I, we've always had the rule
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์ œ ๋ฐฐ์šฐ์ž์™€ ์ €๋Š” ์„œ๋กœ๊ฐ€ ํ•œ ๋ง์„ ์ทจ์†Œํ•  ์ˆ˜ ์žˆ๋Š” ๊ทœ์น™์„ ์ •ํ–ˆ์Šต๋‹ˆ๋‹ค.
15:37
that you're allowed to take things back.
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15:40
Just because I said I liked something a year ago,
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๋ช‡ ๋…„ ์ „์— ์ œ๊ฐ€ ๋ฌด์–ธ๊ฐ€๋ฅผ ์ข‹์•„ํ•œ๋‹ค๊ณ  ๋งํ–ˆ๋‹ค๊ณ  ํ•ด์„œ
15:42
doesn't mean I have to like it still.
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์ œ๊ฐ€ ๊ทธ๊ฒƒ์„ ์•„์ง ์ข‹์•„ํ•œ๋‹ค๋Š” ๊ฒƒ์„ ์˜๋ฏธํ•˜์ง€๋Š” ์•Š์Šต๋‹ˆ๋‹ค.
15:45
And getting rid of the need to stay consistent
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๊ทธ๋ฆฌ๊ณ  ์ผ๊ด€์„ฑ์„ ์œ ์ง€ํ•  ํ•„์š”๊ฐ€ ์—†๋‹ค๋Š” ๊ฒƒ์€
15:48
is actually a huge relief and makes relational life so mush easier to live.
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์‚ฌ์‹ค ํฐ ๋„์›€์ด ๋˜๊ณ  ์‚ถ์„ ์‚ด๊ธฐ ์‰ฝ๊ฒŒ ๋งŒ๋“ญ๋‹ˆ๋‹ค.
15:53
Anyway, so the conclusion must be:
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์–ด์ฐŒ๋˜์—ˆ๋“ , ๊ฒฐ๋ก ์€ ์ด๊ฒƒ์ž…๋‹ˆ๋‹ค.
15:57
know that you don't know yourself.
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์Šค์Šค๋กœ์— ๋Œ€ํ•ด ์ž˜ ๋ชจ๋ฅธ๋‹ค๋Š” ์‚ฌ์‹ค์„ ์•Œ์•„์•ผ ํ•œ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
15:59
Or at least not as well as you think you do.
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์•„๋‹ˆ๋ฉด ์ƒ๊ฐ๋ณด๋‹ค ์•„๋Š” ๊ฒŒ ๋ณ„๋กœ ์—†๋‹ค๋Š” ๊ฑธ ์•Œ์•„์•ผ ํ•˜์ฃ .
16:03
Thanks.
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๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค.
16:04
(Applause)
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(๋ฐ•์ˆ˜)
์ด ์›น์‚ฌ์ดํŠธ ์ •๋ณด

์ด ์‚ฌ์ดํŠธ๋Š” ์˜์–ด ํ•™์Šต์— ์œ ์šฉํ•œ YouTube ๋™์˜์ƒ์„ ์†Œ๊ฐœํ•ฉ๋‹ˆ๋‹ค. ์ „ ์„ธ๊ณ„ ์ตœ๊ณ ์˜ ์„ ์ƒ๋‹˜๋“ค์ด ๊ฐ€๋ฅด์น˜๋Š” ์˜์–ด ์ˆ˜์—…์„ ๋ณด๊ฒŒ ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค. ๊ฐ ๋™์˜์ƒ ํŽ˜์ด์ง€์— ํ‘œ์‹œ๋˜๋Š” ์˜์–ด ์ž๋ง‰์„ ๋”๋ธ” ํด๋ฆญํ•˜๋ฉด ๊ทธ๊ณณ์—์„œ ๋™์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค. ๋น„๋””์˜ค ์žฌ์ƒ์— ๋งž์ถฐ ์ž๋ง‰์ด ์Šคํฌ๋กค๋ฉ๋‹ˆ๋‹ค. ์˜๊ฒฌ์ด๋‚˜ ์š”์ฒญ์ด ์žˆ๋Š” ๊ฒฝ์šฐ ์ด ๋ฌธ์˜ ์–‘์‹์„ ์‚ฌ์šฉํ•˜์—ฌ ๋ฌธ์˜ํ•˜์‹ญ์‹œ์˜ค.

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