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That in order for people to understand the differences between the choices, they have to be able to understand the consequences associated with each choice, and that the consequences need to be felt in a vivid sort of way, in a very concrete way. | Para as pessoas entenderem as diferenças entre as escolhas, elas tem que ser capazes de entender as consequências associadas com cada escolha, e que as consequências precisam ser sentidas de uma forma viva, de uma maneira concreta. | en-pt-br |
Why do people spend an average of 15 to 30 percent more when they use an ATM card or a credit card as opposed to cash? | Γιατί ξοδεύει κανείς 15 με 30 τοις εκατό περισσότερο χρόνο όταν χρησιμοποιεί κάρτα ΑΤΜ ή πιστωτική σε αντίθεση με μετρητά; | en-el |
Because it doesn't feel like real money. | Protože se jim to nezdá jako skutečné peníze. | en-cs |
And it turns out that making it feel more concrete can actually be a very positive tool to use in getting people to save more. | E si è constatato che rendere la sensazione più concreta può essere un ottimo sistema per invogliare le persone al risparmio. | en-it |
So a study that I did with Shlomo Benartzi and Alessandro Previtero, we did a study with people at ING -- employees that are all working at ING -- and now these people were all in a session where they're doing enrollment for their 401(k) plan. | Štúdia, ktorú som robila s Sholomom Bernatzim a Alessandrom Previterom - robili sme výskum s ľuďmi z ING - zamestnancami, ktorí všetci pracujú v ING - a teraz títo ľudia boli všetci na prednáške, kde sa všetci zaregistrovali na dôchodkový 401(k) plán. | en-sk |
And during that session, we kept the session exactly the way it used to be, but we added one little thing. | وخلال الجلسة جهزنا الجلسة على الكيفية التي يجب ان تكون عليها لكن اضفنا شيئا بسيطا | en-ar |
The one little thing we added was we asked people to just think about all the positive things that would happen in your life if you saved more. | Le petit détail que nous avons ajouté, c'est que nous avons demandé aux participants de penser simplement à toutes les bonnes choses qui arriveraient dans leur vie s'ils épargnaient davantage. | en-fr |
By doing that simple thing, there was an increase in enrollment by 20 percent and there was an increase in the amount of people willing to save or the amount that they were willing to put down into their savings account by four percent. | بە ئەنجامدانی ئەو شتە سادەیە، زیادبوونێکی بەشداریکردن هەبوو بە ڕێژەی لەسەدا ٢٠ و زیادبوونێک هەبوو لە ژمارەی ئەو کەسانەی کە ئامادەبوون پارە پاشەکەوتکەن یان زیادبوونی بڕەکەی دەیانویست بۆیان پاشەکەوتکرێت بەڕێژەی لەسەدا چوار. | en-ku |
The third technique: Categorization. | Üçüncü teknik: kategorilere ayırma. | en-tr |
We can handle more categories than we can handle choices. | Ne mund të përballojmë më shumë kategori sesa mund të përballojmë zgjedhje. | en-sq |
So for example, here's a study we did in a magazine aisle. | De exemplu, iată un studiu pe care l-am făcut pe un raion de reviste. | en-ro |
It turns out that in Wegmans grocery stores up and down the northeast corridor, the magazine aisles range anywhere from 331 different kinds of magazines all the way up to 664. | اتضح انه في محلات ويجمانز للبقالة اعلى واسفل الممرات الشمالية الشرقية تقبع المجلات في كل مكان ابتداء من 331 نوع مختلف من المجلات انتهاء ب 664 منها | en-ar |
But you know what? | Hendes far, der var fed, | en-da |
If I show you 600 magazines and I divide them up into 10 categories, versus I show you 400 magazines and divide them up into 20 categories, you believe that I have given you more choice and a better choosing experience if I gave you the 400 than if I gave you the 600. | Dacă vă arăt 600 de reviste și le împart in 10 categorii, versus dacă vă arăt 400 de reviste și le împart in 20 de categorii, veți crede că v-am dat mai multe alegeri și o experiență a alegerii mai bună dacă vă dau 400 decât dacă vă dau 600. | en-ro |
Because the categories tell me how to tell them apart. | 因为类别可以帮我分辨它们的区别。 | en-zh-cn |
Here are two different jewelry displays. | bây giờ là 2 loại nữ trang khác nhau | en-vi |
One is called "Jazz" and the other one is called "Swing." | １つは「ジャズ」もう１つは「スイング」と呼ばれます | en-ja |
If you think the display on the left is Swing and the display on the right is Jazz, clap your hands. | Jeśli zgadzacie się, że ta po lewej to Swing, a ta po prawej to Jazz, bijcie brawo. | en-pl |
(Light Clapping) Okay, there's some. | (Lengvi plojimai) Gerai, keli žmonės. | en-lt |
If you think the one on the left is Jazz and the one on the right is Swing, clap your hands. | Si vous pensez que celle de gauche est la Jazz, et celle de droite est la Swing, applaudissez. | en-fr |
Okay, a bit more. | (Palmas) | en-pt |
Now it turns out you're right. | Ternyata kalian benar. | en-id |
The one on the left is Jazz and the one on the right is Swing, but you know what? | Onaj s lijeva je Jazz, a onaj s desna je Swing, ali što zapravo znate? | en-hr |
This is a highly useless categorization scheme. | هذا نموذج للتصنيف عديم النفع بشكل عالي. | en-ar |
(Laughter) The categories need to say something to the chooser, not the choice-maker. | ( خنده حضار) دسته بندی ها باید چیزی به انتخاب کننده بگوید نه اینکه خود انتخاب کننده باشد. | en-fa |
And you often see that problem when it comes down to those long lists of all these funds. | Vemos este problema frequentemente quando se chega a essas longas listas com todos aqueles fundos. | en-pt |
Who are they actually supposed to be informing? | 정말 누구에게 알리는 것인가요? | en-ko |
My fourth technique: Condition for complexity. | A minha quarta técnica: Condição para a complexidade. | en-pt |
It turns out we can actually handle a lot more information than we think we can, we've just got to take it a little easier. | 우리는 사실 우리가 생각하는 것보다 훨씬 많은 정보를 소화할 수 있는데, 단지 조금 더 쉽게 만들어야 합니다. | en-ko |
We have to gradually increase the complexity. | и увеличивать сложность постепенно. | en-ru |
I'm going to show you one example of what I'm talking about. | Parodysiu jums vieną pavyzdį. | en-lt |
Let's take a very, very complicated decision: buying a car. | Hãy suy nghĩ đến 1 sự lựa chọn khó khăn: Mua 1 chiếc xe. | en-vi |
Here's a German car manufacturer that gives you the opportunity to completely custom make your car. | Ja një prodhues gjerman makinash që të jep mundësinë që ta porositësh një makinë krejtësisht ashtu si e do. | en-sq |
You've got to make 60 different decisions, completely make up your car. | คุณจะต้องตัดสินใจเลือกประมาณ 60 ครั้ง ประกอบกันเป็นรถของคุณโดยเฉพาะ | en-th |
Now these decisions vary in the number of choices that they offer per decision. | Ora queste decisioni variano nel numero di scelte offerte per ogni decisione. | en-it |
Car colors, exterior car colors -- I've got 56 choices. | Autokleuren bijvoorbeeld, buitenkleuren - ik heb 56 opties. | en-nl |
Engines, gearshift -- four choices. | Motor, vites -- dört seçenek. | en-tr |
So now what I'm going to do is I'm going to vary the order in which these decisions appear. | I sad ću varirati redoslijed kojim se ovi izbori pojavljuju. | en-hr |
So half of the customers are going to go from high choice, 56 car colors, to low choice, four gearshifts. | Половина покупателей должны идти от большего выбора, 56 цветов кузова, к меньшему — 4 коробки передач. | en-ru |
The other half of the customers are going to go from low choice, four gearshifts, to 56 car colors, high choice. | Die andere Hälfte der Kunden geht von den geringen Möglichkeiten, vier Getriebe, zu den 56 Autofarben, viele Möglichkeiten. | en-de |
What am I going to look at? | Какво ще гледам? | en-bg |
How engaged you are. | كيف تتصرف. | en-ar |
If you keep hitting the default button per decision, that means you're getting overwhelmed, that means I'm losing you. | Если вы постоянно жмёте вариант «по умолчанию», значит вы теряете интерес, и я теряю с вами контакт. | en-ru |
What you find is the people who go from high choice to low choice, they're hitting that default button over and over and over again. | Čo sme objavili je, že ľudia, ktorí idú od vysokého počtu možností k nízkemu, vyberajú predvolenú možnosť zas a znova. | en-sk |
We're losing them. | 然後他們就會退出了 | en-zh-tw |
They go from low choice to high choice, they're hanging in there. | Ma se si va nel senso inverso tendono a rimanere. | en-it |
It's the same information. It's the same number of choices. | 可是他们所得到的信息是完全一样的。所要做的选择也是一样的。 | en-zh-cn |
The only thing that I have done is I have varied the order in which that information is presented. | Det eneste, jeg har gjort, er, jeg har varieret rækkefølgen, hvor oplysningerne præsenteres. | en-da |
If I start you off easy, I learn how to choose. | ถ้าฉันเริ่มจากง่ายๆ ก่อน ฉันจะเรียนรู้ว่าจะเลือกได้อย่างไร | en-th |
Even though choosing gearshift doesn't tell me anything about my preferences for interior decor, it still prepares me for how to choose. | Walaupun memilih persneling tidak memberitahu saya mengenai kesukaan saya untuk dekorasi interior, hal itu tetap menyiapkan saya cara untuk memilih. | en-id |
It also gets me excited about this big product that I'm putting together, so I'm more willing to be motivated to be engaged. | E também me mantém animada sobre este grande produto que eu estou colocando junto, então eu estou mais propensa a ficar motivada a ficar envolvida. | en-pt-br |
So let me recap. | 让我重新整理一下重点， | en-zh-cn |
I have talked about four techniques for mitigating the problem of choice overload -- cut -- get rid of the extraneous alternatives; concretize -- make it real; categorize -- we can handle more categories, less choices; condition for complexity. | Am vorbit despre patru tehnici de a media problema suprasaturației de opțiuni -- tăiați -- reduceți numărul de alternative obositoare; concretizați -- faceți lucrurile cât mai reale; categorisiți -- putem să ne descurcăm cu mai multe categorii, mai puține opțiuni; condiționați pentru complexitate. | en-ro |
All of these techniques that I'm describing to you today are designed to help you manage your choices -- better for you, you can use them on yourself, better for the people that you are serving. | Όλες αυτές οι τεχνικές, τις οποίες σας περιέγραψα είναι σχεδιασμένες για να σας βοηθήσουν στην λήψη αποφάσεων - καλύτερα για εσάς, μπορείτε να τις εφαρμόσετε στον εαυτό σας, καλύτερα για τους ανθρώπους που εξυπηρετείτε. | en-el |
Because I believe that the key to getting the most from choice is to be choosy about choosing. | Porque eu acredito que a chave para obter o melhor da escolha é ser seletivo em relação à escolha. | en-pt |
And the more we're able to be choosy about choosing the better we will be able to practice the art of choosing. | E più riusciamo a farlo, più saremo in grado di praticare l'arte della scelta. | en-it |
So what makes a piece of music beautiful? | Bir müzik parçasını güzel yapan nedir? | en-tr |
Well, most musicologists would argue that repetition is a key aspect of beauty, the idea that we take a melody, a motif, a musical idea, we repeat it, we set up the expectation for repetition, and then we either realize it or we break the repetition. | Οι περισσότεροι μουσικολόγοι θα ισχυριστούν ότι η επανάληψη είναι σημαντική πτυχή της ομορφιάς η ιδέα ότι παίρνουμε μια μελωδία, μια φόρμα, μια μουσική ιδέα, την επαναλαμβάνουμε, προετοιμάζουμε την προσδοκία για την επανάληψη και μετά είτε την υλοποιούμε, είτε τη χαλάμε. | en-el |
And that's a key component of beauty. | Het is een sleutelonderdeel van schoonheid. | en-nl |
So if repetition and patterns are key to beauty, then what would the absence of patterns sound like, if we wrote a piece of music that had no repetition whatsoever in it? | Ako su ponavljanje i šabloni ključ lepote, kako bi onda zvučalo odsustvo šablona, ako bismo napisali muzičko delo bez ikakvog ponavljanja? | en-sr |
That's actually an interesting mathematical question. | هذا السؤال الرياضي مثير للاهتمام. | en-ar |
Is it possible to write a piece of music that has no repetition whatsoever? | É possível escrever uma obra musical sem quaisquer repetições? | en-pt-br |
It's not random -- random is easy. | 무작위로 하는 게 아니에요. 무작위로 하는 건 쉽습니다. | en-ko |
Repetition-free, it turns out, is extremely difficult, and the only reason that we can actually do it is because of a man who was hunting for submarines. | 没有重复， 其实是极为困难的。 并且实际上我们能 实现它的唯一原因 是因为曾经有一个 研发潜水艇的男人。 | en-zh-cn |
It turns out, a guy who was trying to develop the world's perfect sonar ping solved the problem of writing pattern-free music. | Un hombre que intentaba desarrollar el impulso sonoro perfecto para sonares resolvió el problema de componer música sin patrones. | en-es |
And that's what the topic of the talk is today. | 那就是我们今天要谈论的主题。 | en-zh-cn |
So, recall that in sonar, you have a ship that sends out some sound in the water, and it listens for it -- an echo. | Jak wiadomo, sonar na statku emituje dźwięk w wodzie, który odbija się i wraca jako echo. | en-pl |
The sound goes down, it echoes back, it goes down, echoes back. | Hang kibocsátása, majd visszhang érzékelése, kibocsátás, visszhang. | en-hu |
The time it takes the sound to come back tells you how far away it is: if it comes at a higher pitch, it's because the thing is moving toward you; if it comes back at a lower pitch, it's moving away from you. | 음향이 돌아오는데 걸리는 시간이 그 물체가 떨어진 거리를 말해줍니다. 더 높은 음으로 돌아온다면 그 물체가 여러분을 향해서 접근하고 있기 때문입니다. 더 낮은 음으로 돌아온다면, 물체가 멀어지고 있기 때문입니다. | en-ko |
So how would you design a perfect sonar ping? | Dunque, come progettereste il perfetto ping di un sonar? | en-it |
Well, in the 1960s, a guy by the name of John Costas was working on the Navy's extremely expensive sonar system. | In de jaren 1960 werkte ene John Costas aan het extreem dure sonarsysteem van de Navy. | en-nl |
It wasn't working, because the ping they were using was inappropriate. | Não estava funcionando, porque o pulso que estavam usando não era apropriado. | en-pt-br |
It was a ping much like the following here. | Era un impulso sonoro muy parecido a este, | en-es |
You can think of this as the notes and this is time. | Možete ovo da zamislite kao note, a ovo je vreme. | en-sr |
(Piano notes play high to low) So that was the sonar ping they were using, a down chirp. | (نتهای پیانو از بالا به پایین نواخته میشوند) خوب این صدایی بود که آنها برای سونار استفاده میکردند، چهچههای رو به پایین. | en-fa |
It turns out that's a really bad ping. | Az a helyzet, hogy ez igazán rossz "ping". | en-hu |
Why? Because it looks like shifts of itself. | ¿Por qué? Porque parece una variación de sí mismo. | en-es |
The relationship between the first two notes is the same as the second two, and so forth. | A relação entre as duas primeiras notas é a mesma das duas seguintes, e assim por diante. | en-pt-br |
So he designed a different kind of sonar ping, one that looks random. | Stworzył więc inną wiązkę, która wygląda na losową. | en-pl |
These look like a random pattern of dots, but they're not. | هذه تبدو كشكل عشوائي من النقاط لكنها ليست كذلك. | en-ar |
If you look very carefully, you may notice that, in fact, the relationship between each pair of dots is distinct. | Se guardate attentamente, noterete che, in effetti, la relazione tra ogni coppia di puntini è diversa. | en-it |
Nothing is ever repeated. | Niente viene mai ripetuto. | en-it |
The first two notes and every other pair of notes have a different relationship. | De eerste twee noten en elk ander paar noten hebben een andere relatie. | en-nl |
So the fact that we know about these patterns is unusual. | پس نکتهای که درباره این الگوها میدانیم غیرمعمول است. | en-fa |
John Costas is the inventor of these patterns. | جان کوستاس مخترع این الگوهاست. | en-fa |
This is a picture from 2006, shortly before his death. | Esta es una foto del 2006, poco antes de su muerte. | en-es |
He was the sonar engineer working for the Navy. | Era l'ingegnere che lavorava sui sonar della Marina. | en-it |
He was thinking about these patterns, and he was, by hand, able to come up with them to size 12 -- 12 by 12. | Razmišljao je o ovim obrascima i ručno je uspeo da ih osmisli do veličine 12 - 12 sa 12. | en-sr |
He couldn't go any further and thought maybe they don't exist in any size bigger than 12. | Çok ilerleemedi, düşündü ki, 12'den büyük boyut olmayabilirdi. | en-tr |
So he wrote a letter to the mathematician in the middle, a young mathematician in California at the time, Solomon Golomb. | それで彼は 真ん中の写真の人物 カリフォルニアの若い数学者 ソロモン・ゴロムに手紙を書きましたが | en-ja |
It turns out that Solomon Golomb was one of the most gifted discrete mathematicians of our time. | Solomon Golomb történetesen korunk egyik legtehetségesebb diszkrét matematikusa volt. | en-hu |
John asked Solomon if he could tell him the right reference to where these patterns were. | John spytał Solomona, co mówią źródła na temat tych modeli, | en-pl |
There was no reference. | Δεν υπήρχε καμία αναφορά. | en-el |
Nobody had ever thought about a repetition, a pattern-free structure before. | 在那以前没有人曾考虑过重复性， 一种无重叠结构。 | en-zh-cn |
So, Solomon Golomb spent the summer thinking about the problem. | そこでソロモン・ゴロムは この問題を考えながら夏を過ごしました | en-ja |
And he relied on the mathematics of this gentleman here, Évariste Galois. | Dużo czerpał z matematyki tego pana, Evariste'a Galois. | en-pl |
Now, Galois is a very famous mathematician. | 伽羅瓦是非常有名的數學家。 | en-zh-tw |
He's famous because he invented a whole branch of mathematics which bears his name, called Galois field theory. | وهو شهير لأنه اخترع فرع كامل في الرياضيات والذي يحمل اسمه، ويدعى نظرية الحقل لغالوا. | en-ar |
It's the mathematics of prime numbers. | È la matematica dei numeri primi. | en-it |
He's also famous because of the way that he died. | Hij is ook beroemd vanwege de manier waarop hij stierf. | en-nl |
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