The art of choosing | Sheena Iyengar | TED

Prevodilac: Ivana Korom Lektor: Sandra Gojic

Today, I'm going to take you

Danas ću vas u 18 minuta

around the world in 18 minutes.

provesti svetom.

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

Moja radna baza je u Americi.

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

Ali počnimo na drugom kraju mape,

in Kyoto, Japan,

u Kjotu u Japanu,

where I was living with a Japanese family

gde sam živela sa jednom japanskom porodicom

while I was doing part of my dissertational research

dok sam radila deo svog doktorskog istraživanja

15 years ago.

pre 15 godina.

I knew even then that I would encounter

Čak i tada sam znala da ću se susresti

cultural differences and misunderstandings,

sa kulturnim razlikama i nesporazumima,

but they popped up when I least expected it.

ali oni su se pojavili kad sam to najmanje očekivala.

On my first day,

Svog prvog dana

I went to a restaurant,

otišla sam u restoran

and I ordered a cup of green tea with sugar.

i naručila šolju zelenog čaja sa šećerom.

After a pause, the waiter said,

Posle pauze, konobar je rekao,

"One does not put sugar in green tea."

"Ne stavlja se šećer u zeleni čaj."

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

"Znam", rekla sam. "Svesna sam tog običaja.

But I really like my tea sweet."

Ali stvarno volim sladak čaj."

In response, he gave me an even more courteous version

Odgovorio mi je još ljubaznijom verzijom

of the same explanation.

istog objašnjenja.

"One does not put sugar

"Ne stavlja se šećer

in green tea."

u zeleni čaj."

"I understand," I said,

"Razumem", rekla sam,

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

"da Japanci ne stavljaju šećer u zeleni čaj.

but I'd like to put some sugar

Ali ja volim da stavim malo šećera

in my green tea."

kad pijem zeleni čaj."

(Laughter)

(smeh)

Surprised by my insistence,

Iznenađen mojom upornošću,

the waiter took up the issue with the manager.

konobar je o tome popričao sa menadžerom.

Pretty soon,

Ubrzo je

a lengthy discussion ensued,

usledila duga diskusija

and finally the manager came over to me and said,

i na kraju je menadžer došao do mene i rekao,

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

"Veoma mi je žao. Nemamo šećera."

(Laughter)

(smeh)

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

Pa, pošto nisam mogla da popijem čaj kako sam želela,

I ordered a cup of coffee,

naručila sam šolju kafe,

which the waiter brought over promptly.

koju je konobar veoma brzo doneo.

Resting on the saucer

Na tanjiriću su

were two packets of sugar.

se nalazile dve kesice šećera.

My failure to procure myself

Moj neuspeh da dođem do

a cup of sweet, green tea

šolje slatkog zelenog čaja

was not due to a simple misunderstanding.

nije se desio zbog jednostavnog nerazumevanja.

This was due to a fundamental difference

Desio se usled osnovne razlike

in our ideas about choice.

u našim idejama o izboru.

From my American perspective,

Iz moje američke perspektive,

when a paying customer makes a reasonable request

kada mušterija ima razuman zahtev

based on her preferences,

zasnovan na svojim ukusima,

she has every right to have that request met.

ima svako pravo da joj se taj zahtev ispuni.

The American way, to quote Burger King,

Američki način, da citiram "Burger King",

is to "have it your way,"

je da "bude po vašem",

because, as Starbucks says,

jer, kako "Starbucks" kaže,

"happiness is in your choices."

"sreća je u vašim izborima."

(Laughter)

(smeh)

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 da zaštite one koji ne znaju -

(Laughter)

(smeh)

in this case, the ignorant gaijin --

u ovom slučaju, neukog stranca,

from making the wrong choice.

od pravljenja pogrešnog izbora.

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

Shvatimo: način na koji sam želela čaj

was inappropriate according to cultural standards,

je neprikladan prema kulturnim standardima

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

i oni su se veoma trudili da mi pomognu da sačuvam ugled.

Americans tend to believe

Amerikanci veruju

that they've reached some sort of pinnacle

da su dostigli nekakav vrhunac

in the way they practice choice.

u svom načinu izbora.

They think that choice, as seen through the American lens

Oni misle da izbor, viđen kroz američke naočare,

best fulfills an innate and universal

predstavlja urođenu i univerzalnu

desire for choice in all humans.

želju za izborom kod svih ljudi.

Unfortunately,

Nažalost,

these beliefs are based on assumptions

ova uverenja se zasnivaju na pretpostavkama

that don't always hold true

koje nisu uvek istinite

in many countries, in many cultures.

u mnogim zemljama, u mnogim kulturama.

At times they don't even hold true

Ponekad nisu tačne

at America's own borders.

ni u okviru američkih granica.

I'd like to discuss some of these assumptions

Želela bih da prodiskutujem o nekim od ovih pretpostavki

and the problems associated with them.

i problemima koji su s njima povezani.

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

Usput, nadam se da ćete početi da razmišljate

about some of your own assumptions

o nekim svojim pretpostavkama

and how they were shaped by your backgrounds.

i kako su ih vaša okruženja formirala.

First assumption:

Prva pretpostavka:

if a choice affects you,

ako izbor ima veze s vama

then you should be the one to make it.

onda bi trebalo vi da ga napravite.

This is the only way to ensure

Ovo je jedini način da se osigura

that your preferences and interests

da će vaše preferencije i interesi

will be most fully accounted for.

u potpunosti da se uzmu u obzir.

It is essential for success.

To je neophodno za uspeh.

In America, the primary locus of choice

U Americi, primarni donosilac odluka

is the individual.

je pojedinac.

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

Ljudi moraju sami da biraju, ponekad slepo se pridržavajući toga,

regardless of what other people want or recommend.

bez obzira šta drugi ljudi žele ili preporučuju.

It's called "being true to yourself."

To se zove "biti dosledan sebi".

But do all individuals benefit

Ali da li svi imaju koristi

from taking such an approach to choice?

od takvog pristupa izboru?

Mark Lepper and I did a series of studies

Mark Liper i ja smo uradili seriju istraživanja

in which we sought the answer to this very question.

u kojima smo tražili odgovor na ovo pitanje.

In one study,

U jednom od njih,

which we ran in Japantown, San Francisco,

koje smo sproveli u japanskom kraju u San Francisku,

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

doveli smo sedmo- i devetogodišnjake američkog i azijskog porekla

into the laboratory,

u laboratoriju

and we divided them up into three groups.

i podelili ih u tri grupe.

The first group came in,

Ušla je prva grupa

and they were greeted by Miss Smith,

i dočekala ih je gospođica Smit

who showed them six big piles of anagram puzzles.

koja im je pokazala šest gomila anagrama.

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

Deca su birala koju će gomilu anagrama da rešavaju.

and they even got to choose which marker

I čak su birala kojim flomasterom

they would write their answers with.

će upisivati svoje odgovore.

When the second group of children came in,

Kada je ušla druga grupa dece,

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

dovedena je u istu sobu, pokazani su im isti anagrami,

but this time Miss Smith told them

ali ovog puta gospođica Smit im je rekla

which anagrams to do

koje anagrame da rešavaju

and which markers to write their answers with.

i kojim flomasterom da upisuju svoje odgovore.

Now when the third group came in,

Kada je treća grupa ušla,

they were told that their anagrams and their markers

rečeno im je da su anagrame i flomastere

had been chosen by their mothers.

izabrale njihove majke.

(Laughter)

(smeh)

In reality,

U stvarnosti,

the kids who were told what to do,

deci kojima je rečeno šta da rade,

whether by Miss Smith or their mothers,

bilo da je rekla gđica Smit ili njihove majke,

were actually given the very same activity,

data je potpuno ista aktivnost

which their counterparts in the first group

koju su njihovi drugari iz prve grupe

had freely chosen.

sami odabrali.

With this procedure, we were able to ensure

Ovom procedurom smo osigurali

that the kids across the three groups

da su deca u sve tri grupe

all did the same activity,

radila istu aktivnost,

making it easier for us to compare performance.

što nam je olakšalo poređenje izvedbi.

Such small differences in the way we administered the activity

Tako male razlike u načinu na koji smo zadavali aktivnosti

yielded striking differences

dovele su do velikih razlika

in how well they performed.

u uspešnosti izvođenja.

Anglo-Americans,

Anglo-amerikanci

they did two and a half times more anagrams

su uradili 2 ipo puta više anagrama

when they got to choose them,

kada su ih sami birali,

as compared to when it was

u odnosu na to

chosen for them by Miss Smith or their mothers.

kad su ih birale gđica Smit ili njihove majke.

It didn't matter who did the choosing,

Nije bitno ko je birao,

if the task was dictated by another,

ako je neko drugi zadavao zadatak,

their performance suffered.

njihova izvedba je bila loša.

In fact, some of the kids were visibly embarrassed

Zapravo, neka deca su bila vidno posramljena

when they were told that their mothers had been consulted.

kada im je rečeno da su konsultovane njihove majke.

(Laughter)

(smeh)

One girl named Mary said,

Jedna devojčica, Meri, rekla je

"You asked my mother?"

"Pitali ste moju mamu?"

(Laughter)

(smeh)

In contrast,

Nasuprot tome,

Asian-American children

Azijsko-američka deca

performed best when they believed

su bila najbolja kada su verovala

their mothers had made the choice,

da su njihove majke odabrale,

second best when they chose for themselves,

potom kada su sami birali

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

a najmanje uspešni su bili kada je birala gđica Smit.

A girl named Natsumi

Jedna devojčica koja se zove Natsumi

even approached Miss Smith as she was leaving the room

je prilikom izlaska iz prostorije prišla g-đici Smit

and tugged on her skirt and asked,

povukla je za suknju i pitala,

"Could you please tell my mommy

"Hoćete molim vas reći mojoj mami

I did it just like she said?"

da sam uradila tačno kako je rekla?"

The first-generation children were strongly influenced

Pristup koji roditelji imigranti imaju

by their immigrant parents'

prema izboru, snažno je

approach to choice.

uticao na decu prve generacije.

For them, choice was not just a way

Za njih, izbor nije samo način

of defining and asserting

definisanja i zastupanja

their individuality,

svoje ličnosti,

but a way to create community and harmony

nego i način da se stvori zajednica i harmonija

by deferring to the choices

razlikovanjem od izbora

of people whom they trusted and respected.

ljudi kojima su verovali i koje su poštovali.

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

Da su znali za koncept "dosledan sebi",

then that self, most likely,

onda to "sebi", najverovatnije,

[was] composed, not of an individual,

nije sastavljeno od individualnog

but of a collective.

nego od kolektivnog.

Success was just as much about pleasing key figures

Uspeh se podjednako odnosi na zadovoljavanje ključnih osoba

as it was about satisfying

koliko i na zadovoljavanje

one's own preferences.

ličnih preferencija.

Or, you could say that

Ili, mogli biste reći

the individual's preferences were shaped

da su individualne preferencije

by the preferences of specific others.

oblikovane preferencijama određenih drugih.

The assumption then that we do best

U tom slučaju pretpostavka

when the individual self chooses

da smo najbolji onda kada sami biramo,

only holds

stoji jedino

when that self

kada je naša ličnost

is clearly divided from others.

jasno odvojena od drugih.

When, in contrast,

Nasuprot tome, kada

two or more individuals

dve ili više osoba

see their choices and their outcomes

vide svoje izbore i njihove ishode

as intimately connected,

kao blisko povezane,

then they may amplify one another's success

onda mogu pojačavati uspeh jedno drugog

by turning choosing

tako što pretvaraju

into a collective act.

biranje u kolektivni čin.

To insist that they choose independently

Insistiranje na nezavisnom biranju

might actually compromise

može da ugrozi

both their performance

i njihovu izvedbu

and their relationships.

i njihove veze.

Yet that is exactly what

Ipak, to je upravo ono

the American paradigm demands.

što američka paradigma zahteva.

It leaves little room for interdependence

Ostavlja malo mesta za međuzavisnost

or an acknowledgment of individual fallibility.

ili potvrdu individualne pogrešivosti.

It requires that everyone treat choice

Ona zahteva da svi shvataju izbor

as a private and self-defining act.

kao privatni i samo-definišući čin.

People that have grown up in such a paradigm

Ljudi koji su odrasli sa takvom paradigmom

might find it motivating,

možda misle da je ona motivišuća.

but it is a mistake to assume

Ali greška je smatrati

that everyone thrives under the pressure

da svi napreduju pod pritiskom

of choosing alone.

samostalnog izbora.

The second assumption which informs the American view of choice

Druga pretpostavka koja utiče na američki pogled na izbor

goes something like this.

ide otprilike ovako.

The more choices you have,

Što više izbora imate,

the more likely you are

verovatnije je da ćete

to make the best choice.

načiniti najbolji izbor.

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

Samo napred "Walmart" sa 100.000 različitih proizvoda,

and Amazon, with 27 million books

"Amazon" sa 27 miliona knjiga

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

i "Match.com" sa - koliko beše? -

15 million date possibilities now.

15 miliona potencijalnih partnera.

You will surely find the perfect match.

Sigurno ćete pronaći savršenu osobu.

Let's test this assumption

Testirajmo ovu pretpostavku

by heading over to Eastern Europe.

u istočnoj Evropi.

Here, I interviewed people

Tu sam intervjuisala ljude

who were residents of formerly communist countries,

koji su stanovnici bivših komunističkih zemalja,

who had all faced the challenge

koji su se suočili sa izazovom

of transitioning to a more

tranzicije u društvo

democratic and capitalistic society.

koje je više demokratsko i kapitalističko.

One of the most interesting revelations

Jedno od najinteresantnijih otkrića

came not from an answer to a question,

nije došlo iz odgovora na neko pitanje,

but from a simple gesture of hospitality.

nego iz jednostavnog gesta gostoprimstva.

When the participants arrived for their interview,

Kada su učesnici stigli na intervju,

I offered them a set of drinks:

ponudila sam im asortiman pića,

Coke, Diet Coke, Sprite --

"Koka kolu", dijetalnu kolu, "Sprite" -

seven, to be exact.

sedam, da budem precizna.

During the very first session,

Tokom prve sesije,

which was run in Russia,

koja se odvijala u Rusiji,

one of the participants made a comment

jedan od učesnika je rekao nešto

that really caught me off guard.

što me je uhvatilo potpuno nespremnu.

"Oh, but it doesn't matter.

"O, ali nema veze.

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

Sve su to gazirani sokovi. To je samo jedan izbor."

(Murmuring)

(mrmljanje)

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

Taj komentar me je toliko pogodio,

I started to offer all the participants

da sam od tada svim učesnicima

those seven sodas,

nudila tih sedam gaziranih sokova.

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

I pitala sam ih, "Koliko je to izbora?"

Again and again,

Iznova i iznova,

they perceived these seven different sodas,

oni su percipirali tih sedam različitih sokova

not as seven choices, but as one choice:

ne kao sedam izbora, nego kao jedan izbor:

soda or no soda.

ima gaziranog soka ili nema gaziranog soka.

When I put out juice and water

Kada sam pored toga

in addition to these seven sodas,

stavila i đus i vodu,

now they perceived it as only three choices --

oni su to videli kao samo tri mogućnosti -

juice, water and soda.

đus, voda i gazirani sok.

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

Uporedite to sa tvrdokornom posvećenošću Amerikanaca,

not just to a particular flavor of soda,

ne samo određenom ukusu gaziranog soka,

but to a particular brand.

nego i određenoj marki.

You know, research shows repeatedly

Znate, istraživanja iznova pokazuju

that we can't actually tell the difference

da zapravo ne možemo da razlikujemo

between Coke and Pepsi.

"Koka kolu" i "Pepsi".

Of course, you and I know

Naravno, vi i ja znamo

that Coke is the better choice.

da je "Koka kola" bolji izbor.

(Laughter)

(smeh)

For modern Americans who are exposed

Za moderne Amerikance, koji su izloženi

to more options and more ads associated with options

mnogo većem broju mogućnosti i oglasa za mogućnosti

than anyone else in the world,

nego bilo ko u svetu,

choice is just as much about who they are

izbor govori o njima koliko

as it is about what the product is.

govori i o samom proizvodu.

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

Ukombinujte ovo sa pretpostavkom da je više izbora uvek bolje,

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

i dobijate grupu ljudi kojima je svaka i najmanja razlika bitna

and so every choice matters.

tako da je svaki izbor bitan.

But for Eastern Europeans,

Ali za ljude iz istočne Evrope,

the sudden availability of all these

iznenadna dostupnost svih tih

consumer products on the marketplace was a deluge.

proizvoda na tržištu bila je preplavljujuća.

They were flooded with choice

Bili su preplavljeni izborom

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

pre nego što su mogli da se pobune da ne znaju da plivaju.

When asked, "What words and images

Kada je upitan, "Koje reči i slike

do you associate with choice?"

povezujete sa izborom?"

Grzegorz from Warsaw said,

Gregors iz Varšave je rekao,

"Ah, for me it is fear.

"Ah, za mene je to strah.

There are some dilemmas you see.

Vidite, postoje neke dileme.

I am used to no choice."

Navikao sam da nemam izbora."

Bohdan from Kiev said,

Budin iz Kijeva je rekao,

in response to how he felt about

kao odgovor na pitanje kako se oseća

the new consumer marketplace,

u vezi sa novim potrošačkim tržištem,

"It is too much.

"To je previše.

We do not need everything that is there."

Nije nam potrebno sve što tu postoji."

A sociologist from

Jedan sociolog iz

the Warsaw Survey Agency explained,

varšavske agencije za istraživanja je objasnio,

"The older generation jumped from nothing

"Starija generacija je skočila sa ničega

to choice all around them.

na izbore svuda okolo.

They were never given a chance to learn

Nikada im nije data šansa da nauče

how to react."

kako da reaguju."

And Tomasz, a young Polish man said,

A Tomas, mladi Poljak, rekao je

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

"Nije mi potrebno dvadeset vrsta žvaka.

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

Ne želim da kažem da ne želim izbor,

but many of these choices are quite artificial."

ali mnogi od ovih izbora su veštački."

In reality, many choices are between things

U stvarnosti, mnogo je izbora između stvari

that are not that much different.

koje i nisu toliko različite.

The value of choice

Vrednost izbora

depends on our ability

zavisi od naše sposobnosti

to perceive differences

da vidimo razlike

between the options.

između mogućnosti.

Americans train their whole lives

Amerikanci celog svog života

to play "spot the difference."

vežbaju igru "uoči razlike".

They practice this from such an early age

Oni to vežbaju od tako ranog uzrasta

that they've come to believe that everyone

da su počeli da veruju da mora da je svako

must be born with this ability.

rođen sa ovom sposobnošću.

In fact, though all humans share

Zapravo, iako svi ljudi dele

a basic need and desire for choice,

osnovnu potrebu i želju za izborom,

we don't all see choice in the same places

ne vidimo svi izbore na istim mestima

or to the same extent.

ili do iste mere.

When someone can't see how one choice

Kada neko ne vidi kako se jedan

is unlike another,

izbor razlikuje od drugog,

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

ili kada postoji previše izbora za poređenje i upoređivanje,

the process of choosing can be

proces biranja može biti

confusing and frustrating.

zbunjujuć i frustrirajući.

Instead of making better choices,

Umesto da činimo bolje izbore,

we become overwhelmed by choice,

mi postajemo njima preplavljeni

sometimes even afraid of it.

a nekad čak i uplašeni.

Choice no longer offers opportunities,

Izbor više ne nudi mogućnosti

but imposes constraints.

nego nameće ograničenja.

It's not a marker of liberation,

Zbog beznačajnih sitnica

but of suffocation

postaje obeležje gušenja,

by meaningless minutiae.

a ne slobode.

In other words,

Drugim rečima,

choice can develop into the very opposite

izbor može postati direktna suprotnost

of everything it represents

svega onoga što predstavlja

in America

u Americi,

when it is thrust upon those

kada se nametne onima

who are insufficiently prepared for it.

koji su za njega nedovoljno pripremljeni.

But it is not only other people

Ali nisu samo drugi ljudi

in other places

u drugim mestima ti

that are feeling the pressure

koji osećaju pritisak

of ever-increasing choice.

sve većih mogućnosti izbora.

Americans themselves are discovering

I sami Amerikanci otkrivaju

that unlimited choice

da neograničen izbor

seems more attractive in theory

deluje primamljivije u teoriji

than in practice.

nego u praksi.

We all have physical, mental

Svi imamo fizička, mentalna

and emotional (Laughter) limitations

i emocionalna ograničenja

that make it impossible for us

koja onemogućavaju

to process every single choice we encounter,

da obradimo svaki pojedini izbor sa kojim se susrećemo,

even in the grocery store,

čak i u piljarnici,

let alone over the course of our entire lives.

a kamoli tokom celog našeg životnog veka.

A number of my studies have shown

Neka od mojih istraživanja su pokazala

that when you give people 10 or more options

da, kada date ljudima 10 ili više mogućnosti

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

za izbor, oni će donositi lošije odluke,

whether it be health care, investment,

bilo da se radi o zdravlju, investicijama,

other critical areas.

ili drugim bitnim oblastima.

Yet still, many of us believe

Ipak, mnogi od nas veruju

that we should make all our own choices

da bi trebalo da sami donosimo svoje odluke

and seek out even more of them.

i da ih tražimo još više.

This brings me to the third,

Ovo me dovodi do treće,

and perhaps most problematic, assumption:

i možda najproblematičnije pretpostavke:

"You must never

"Nikada ne smete

say no to choice."

reći ne izboru".

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

Da bismo ispitali ovo, vratimo se u SAD

and then hop across the pond to France.

i onda preskočimo preko bare u Francusku.

Right outside Chicago,

Nadomak Čikaga,

a young couple, Susan and Daniel Mitchell,

mladi par, Suzan i Danijel Mičel

were about to have their first baby.

je trebalo da dobiju svoju prvu bebu.

They'd already picked out a name for her,

Već su odabrali ime,

Barbara, after her grandmother.

Barbara, po baki.

One night, when Susan was seven months pregnant,

Jedne noći, kad je Suzan bila u sedmom mesecu trudnoće,

she started to experience contractions

počela je da oseća kontrakcije

and was rushed to the emergency room.

i odveli su je u hitnu.

The baby was delivered through a C-section,

Beba je na svet došla carskim rezom,

but Barbara suffered cerebral anoxia,

ali Barbara je obolela od cerebralne anoksije,

a loss of oxygen to the brain.

gubitka kiseonika u mozgu.

Unable to breathe on her own,

U nemogućnosti da sama diše,

she was put on a ventilator.

stavljena je na aparat.

Two days later,

Dva dana kasnije,

the doctors gave the Mitchells

doktori su Mičelovima

a choice:

ponudili izbor.

They could either remove Barbara

Ili da skinu Barbaru

off the life support,

sa aparata,

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

u kom slučaju bi umrla u roku od nekoliko sati,

or they could keep her on life support,

ili da je održavaju na aparatima,

in which case she might still die

u kom slučaju bi možda umrla

within a matter of days.

u roku od nekoliko dana.

If she survived, she would remain

Ako preživi, ostala bi

in a permanent vegetative state,

u stalnom vegetativnom stanju,

never able to walk, talk

nikada ne bi hodala, govorila

or interact with others.

ili stupala u vezu s ljudima.

What do they do?

Šta su oni učinili?

What do any parent do?

Šta bi bilo koji roditelj učinio?

In a study I conducted

U jednoj studiji koju sam vodila

with Simona Botti and Kristina Orfali,

sa Simonom Boti i Kristinom Orfali,

American and French parents

intervjuisani su američki

were interviewed.

i francuski roditelji.

They had all suffered

Svi su doživeli

the same tragedy.

istu tu tragediju.

In all cases, the life support was removed,

U svim slučajevima su aparati ugašeni

and the infants had died.

i bebe su umrle.

But there was a big difference.

Ali postojala je velika razlika.

In France, the doctors decided whether and when

U Francuskoj, doktori su odlučivali da li i kada

the life support would be removed,

će se isključiti aparati,

while in the United States,

dok su u Sjedinjenim Državama

the final decision rested with the parents.

poslednju odluku donosili roditelji.

We wondered:

Pitali smo se:

does this have an effect on how the parents

da li ovo ima veze s tim kako roditelji

cope with the loss of their loved one?

izlaze na kraj sa gubitkom voljenog deteta?

We found that it did.

Otkrili smo da ima.

Even up to a year later,

Čak i do godinu dana kasnije,

American parents

američki roditelji

were more likely to express negative emotions,

su bili skloniji da izražavaju negativna osećanja

as compared to their French counterparts.

u poređenju sa francuskim roditeljima.

French parents were more likely to say things like,

Francuski roditelji su govorili stvari kao,

"Noah was here for so little time,

"Noa je bio tu tako kratko,

but he taught us so much.

ali nas je naučio tako mnogo.

He gave us a new perspective on life."

Dao nam je novi pogled na život."

American parents were more likely to say things like,

Američki roditelji su govorili stvari kao,

"What if? What if?"

"Šta bi bilo? Šta bi bilo?"

Another parent complained,

Jedan roditelj se žalio,

"I feel as if they purposefully tortured me.

"Osećam da su me namerno mučili.

How did they get me to do that?"

Kako su me naveli da to uradim?"

And another parent said,

A jedan drugi je rekao,

"I feel as if I've played a role

"Osećam kao da sam imao ulogu

in an execution."

u pogubljenju."

But when the American parents were asked

Ali kada smo upitali američke roditelje

if they would rather have had

da li bi radije da

the doctors make the decision,

su doktori doneli odluku,

they all said, "No."

svi su rekli, "Ne."

They could not imagine

Nisu mogli da zamisle

turning that choice over to another,

da taj izbor predaju nekom drugom,

even though having made that choice

iako su se zbog te odluke

made them feel trapped,

osećali kao u zamci,

guilty, angry.

krivi, ljuti.

In a number of cases

U nemalom broju slučajeva

they were even clinically depressed.

čak su bili klinički depresivni.

These parents could not contemplate

Ovi roditelji nisu mogli da zamisle

giving up the choice,

da se odreknu tog izbora,

because to do so would have gone contrary

jer bi to bilo u suprotnosti

to everything they had been taught

sa svime što su naučili

and everything they had come to believe

i svime u šta veruju

about the power

o moći

and purpose of choice.

i svrsi izbora.

In her essay, "The White Album,"

U svom eseju, "Beli album",

Joan Didion writes,

Džoan Didion piše,

"We tell ourselves stories

"Pričamo sebi priče

in order to live.

da bismo živeli.

We interpret what we see,

Interpretiramo ono što vidimo,

select the most workable

od mnogih mogućnosti

of the multiple choices.

biramo najbolju.

We live entirely by the imposition

U potpunosti živimo od nametanja

of a narrative line

narativa

upon disparate images,

različitim slikama,

by the idea with which we have learned to freeze

od ideje kojom učimo da zamrznemo

the shifting phantasmagoria,

promenljivu fantazmagoriju

which is our actual experience."

koja je naše stvarno iskustvo."

The story Americans tell,

Priča koju Amerikanci pričaju,

the story upon which

priča od koje

the American dream depends,

zavisi američki san,

is the story of limitless choice.

je priča o bezgraničnim izborima.

This narrative

Narativ

promises so much:

toliko mnogo obećava:

freedom, happiness,

slobodu, sreću,

success.

uspeh.

It lays the world at your feet and says,

Prostire svet pred vašim stopama i kaže,

"You can have anything, everything."

"Možeš imati bilo šta, sve."

It's a great story,

To je super priča,

and it's understandable why they would be reluctant

i razumljivo je zašto su ljudi nevoljni

to revise it.

da je preispitaju.

But when you take a close look,

Ali kada bolje pogledate,

you start to see the holes,

počinjete da vidite rupe,

and you start to see that the story

i počinjete da uviđate da ta priča

can be told in many other ways.

može da se ispriča na mnogo drugih načina.

Americans have so often tried to

Amerikanci tako često pokušavaju

disseminate their ideas of choice,

da rašire svoju ideju izbora,

believing that they will be, or ought to be,

verujući da će biti i da treba da budu

welcomed with open hearts and minds.

prihvaćeni otvorenih srca i umova.

But the history books and the daily news tell us

Ali istorijske knjige i dnevne vesti

it doesn't always work out that way.

pokazuju nam da nije uvek tako.

The phantasmagoria,

Ta fantazmagorija,

the actual experience that we try to understand

konkretno iskustvo koje pokušavamo da razumemo

and organize through narrative,

i organizujemo kroz narativ,

varies from place to place.

varira od mesta do mesta.

No single narrative serves the needs

Nijedan narativ ne zadovoljava

of everyone everywhere.

potrebe svih i svuda.

Moreover, Americans themselves

Štaviše, i samim Amerikancima bi

could benefit from incorporating

koristilo da usvoje

new perspectives into their own narrative,

nove perspektive u svoj narativ

which has been driving their choices

koji već dugo

for so long.

upravlja njihovim izborima.

Robert Frost once said that,

Robert Frost je jednom rekao da,

"It is poetry that is lost in translation."

"Poezija se gubi u prevodu".

This suggests that

Ovo govori da

whatever is beautiful and moving,

sve što je lepo i dirljivo,

whatever gives us a new way to see,

sve što nam daje novi način gledanja,

cannot be communicated to those

ne može da se rečima prenese

who speak a different language.

onima koji govore neki drugi jezik.

But Joseph Brodsky said that,

Ali Džozef Brodsky je rekao da,

"It is poetry

"Je poezija ta

that is gained in translation,"

koja se prevodom dobija",

suggesting that translation

sugerišući da prevod

can be a creative,

može biti kreativni

transformative act.

čin transformacije.

When it comes to choice,

Kada se radi o izborima,

we have far more to gain than to lose

mnogo više možemo dobiti nego izgubiti

by engaging in the many

uključivanjem u mnoge

translations of the narratives.

prevode narativa.

Instead of replacing

Umesto da jednu

one story with another,

priču zamenimo drugom,

we can learn from and revel in

možemo da naučimo i uživamo

the many versions that exist

iz mnogih postojećih verzija

and the many that have yet to be written.

i mnogih koje će tek biti napisane.

No matter where we're from

Nebitno odakle smo

and what your narrative is,

i kakav nam je narativ,

we all have a responsibility

svi imamo odgovornost

to open ourselves up to a wider array

da se otvorimo širini

of what choice can do,

onoga što izbor može biti

and what it can represent.

i šta može predstavljati.

And this does not lead to

I to ne vodi

a paralyzing moral relativism.

parališućem moralnom relativizmu.

Rather, it teaches us when

Umesto toga, uči nas kada

and how to act.

i kako da delamo.

It brings us that much closer

Dovodi nas toliko bliže

to realizing the full potential of choice,

shvatanju punog potencijala izbora,

to inspiring the hope

inspirisanju nade

and achieving the freedom

i dostizanju slobode

that choice promises

koje izbori obećavaju

but doesn't always deliver.

ali ne ispunjavaju uvek.

If we learn to speak to one another,

Ako naučimo da razgovaramo,

albeit through translation,

čak i sa prevodom,

then we can begin to see choice

onda možemo videti izbor

in all its strangeness,

u svoj svojoj neobičnosti,

complexity

složenosti,

and compelling beauty.

i neodoljivoj lepoti.

Thank you.

Hvala vam.

(Applause)

(aplauz)

Bruno Giussani: Thank you.

Bruno Đuzani: Hvala.

Sheena, there is a detail about your biography

Šina, postoji jedan detalj u Vašoj biografiji

that we have not written in the program book.

koji nismo napisali u programu.

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

Do sada je to očigledno svima u prostoriji. Vi ste slepi.

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

I pretpostavljam da je jedno od pitanja koje je svima na pameti:

How does that influence your study of choosing

Kako to utiče na Vaša istraživanja izbora,

because that's an activity

jer to je aktivnost

that for most people is associated with visual inputs

koja, za mnoge, ima veze sa vizuelnim stimulusima,

like aesthetics and color and so on?

kao estetika i boja i slično?

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

Šina Ijengar: Pa, interesantno da pitate to,

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

jer jedna od interesatnih stvari u vezi s tim što sam slepa

is you actually get a different vantage point

je što zapravo imate prednost

when you observe the way

kada posmatrate kako

sighted people make choices.

ljudi sa čulom vida posmatraju izbor.

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

I kao što se spomenuli, mnogi izbori

that are very visual these days.

ovih dana su veoma vizuelni.

Yeah, I -- as you would expect --

Da, ja - kao što možete očekivati -

get pretty frustrated by choices

se prilično isfrustriram izborom

like what nail polish to put on

na primer laka za nokte

because I have to rely on what other people suggest.

jer moram da se oslonim da ono što drugi predlažu.

And I can't decide.

I ne mogu da odlučim.

And so one time I was in a beauty salon,

Tako sam jednom bila u salonu lepote

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

i pokušavala da se odlučim između dve veoma svetle nijanse roze.

And one was called "Ballet Slippers."

Jedna se zvala "Baletske patike".

And the other one was called "Adorable."

A druga se zvala "Neodoljiva".

(Laughter)

(smeh)

And so I asked these two ladies,

Pitala sam neke dve dame.

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

Jedna mi je rekla, "Svakako morate uzeti 'Baletske patike'".

"Well, what does it look like?"

"Pa, kako izgleda ta boja?"

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

"Pa, to je veoma elegantna nijansa roze."

"Okay, great."

"Okej, super."

The other lady tells me to wear "Adorable."

Druga žena mi kaže da uzmem "Neodoljivu".

"What does it look like?"

"Kakva je ta boja?"

"It's a glamorous shade of pink."

"To je glamurozna nijansa roze."

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

Pitala sam ih, "Pa, kako da ih razlikujem?

What's different about them?"

Po čemu se razlikuju?"

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

Rekle su, "Pa, jedna je elegantna, druga je glamurozna."

Okay, we got that.

Okej, to znamo.

And the only thing they had consensus on:

Jedina stvar oko koje su se složile:

well, if I could see them, I would

pa, da mogu da ih vidim,

clearly be able to tell them apart.

sigurno bih mogla i da ih razlikujem.

(Laughter)

(smeh)

And what I wondered was whether they were being affected

Zanimalo me je da li su pod uticajem

by the name or the content of the color,

naziva ili sadržaja boje.

so I decided to do a little experiment.

Tako sam se odlučila na jedan eksperiment.

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

Donela sam te dve bočice laka u laboratoriju

and I stripped the labels off.

i skinula nalepnice.

And I brought women into the laboratory,

Dovela sam žene u laboratoriju

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

i pitala ih, "Koju biste odabrali?"

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

50% žena me je optužilo za varanje,

of putting the same color nail polish

da sam stavila istu boju laka za nokte

in both those bottles.

u obe te bočice.

(Laughter)

(smeh)

(Applause)

(aplauz)

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

U tom trenutku se zapitate ko tu koga zeza.

Now, of the women that could tell them apart,

One žene koje su mogle da ih razlikuju,

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

kada su nalepnice skinute, birale su "Neodoljivu",

and when the labels were on,

a kada nalepnice nisu skidane,

they picked "Ballet Slippers."

birale su "Baletske patike".

So as far as I can tell,

Dakle, koliko ja vidim,

a rose by any other name

ruža pod drugim imenom

probably does look different

verovatno izgleda drugačije

and maybe even smells different.

a možda čak i miriše drugačije.

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

BĐ: Hvala vam. Šina Ajengar. Hvala Vam Šina.

(Applause)

(aplauz)