如何让选择更容易 - 范文无忧网

[选择三尺讲台，我甘于平凡]城月镇第二小学庞彩虹尊敬的各位领导、各位评委、亲爱的朋友们：大家好！今天，我演讲的题目是：选择三尺讲台，我甘于平凡。印度大诗人泰戈尔说过：“花的事业是甜蜜的，果的事业是珍...+阅读

简介：面对商场里五花八门的商品，你的选择恐惧症又犯了吗? 美国哥伦比亚大学商学教授Sheena Iyengar研究如何让你在做选择时更容易。为了让你的选择省时省力，商家又会有哪些诀窍呢?Do you know how many choices you make in a typical day? Do you know how many choices you make in typical week? I recently did a survey with over 2,000 Americans, and the erage number of choices that the typical American reports making is about 70 in a typical day. There was also recently a study done with CEOs in which they followed CEOs around for a whole week. And these scientists simply documented all the various tasks that these CEOs engaged in and how much time they spent engaging in making decisions related to these tasks. And they found that the erage CEO engaged in about 139 tasks in a week. Each task was made up of many, many, many sub-choices of course. 50 percent of their decisions were made in nine minutes or less. Only about 12 percent of the decisions did they make an hour or more of their time. Think about your own choices. Do you know how many choices make it into your nine minute category versus your one hour category? How well do you think youre doing at managing those choices?Today I want to talk about one of the biggest modern day choosing problems that we he, which is the choice overload problem. I want to talk about the problem and some potential solutions. Now as I talk about this problem, Im going to he some questions for you and Im going to want to know your answers. So when I ask you a question, since Im blind, only raise your hand if you want to burn off some calories. (Laughter) Otherwise, when I ask you a question, and if your answer is yes, Id like you to clap your hands. So for my first question for you today: Are you guys ready to hear about the choice overload problem? (Applause) Thank you.So when I was a graduate student at Stanford University, I used to go to this very, very upscale grocery store; at least at that time it was truly upscale. It was a store called Draegers. Now this store, it was almost like going to an amusement park. They had 250 different kinds of mustards and vinegars and over 500 different kinds of fruits and vegetables and more than two dozen different kinds of bottled water -- and this was during a time when we actually used to drink tap water. I used to love going to this store, but on one occasion I asked myself, well how e you never buy anything? Heres their olive oil aisle. They had over 75 different kinds of olive oil, including those that were in a locked case that came from thousand-year-old olive trees.So I one day decided to pay a visit to the manager, and I asked the manager, Is this model of offering people all this choice really working? And he pointed to the busloads of tourists that would show up everyday, with cameras ready usually. We decided to do a little experiment, and we picked jam for our experiment. Heres their jam aisle. They had 348 different kinds of jam. We set up a little tasting booth right near the entrance of the store. We there put out six different flors of jam or 24 different flors of jam, and we looked at two things: First, in which case were people more likely to stop, sample some jam? More people stopped when there were 24, about 60 percent, than when there were six, about 40 percent. The next thing we looked at is in which case were people more likely to buy a jar of jam. Now we see the opposite effect. Of the people who stopped when there were 24, only three percent of them actually bought a jar of jam. Of the people who stopped when there were six, well now we saw that 30 percent of them actually bought a jar of jam. Now if you do the math, people were at least six times more likely to buy a jar of jam if they encountered six than if they encountered 24.Now choosing not to buy a jar of jam is probably good for us -- at least its good for our waistlines -- but it turns out that this choice overload problem affects us even in very consequential decisions. We choose not to choose, even when it goes against our best self-interests. So now for the topic of today: financial sings. Now Im going to describe to you a study I did with Gur Huberman, Emir Kamenica, Wei Jang where we looked at the retirement sings decisions of nearly a million Americans from about 650 plans all in the U.S. And what we looked at was whether the number of fund offerings ailable in a retirement sings plan, the 401(k) plan, does that affect peoples likelihood to se more for tomorrow. And what we found was that indeed there was a correlation. So in these plans, we had about 657 plans that ranged from offering people anywhere from two to 59 different fund offerings. And what we found was that, the more funds offered, indeed, there was less participation rate.So if you look at the extremes, those plans that offered you two funds, participation rates were around in the mid-70s -- still not as high as we want it to be. In those plans that offered nearly 60 funds, participation rates he now dropped to about the 60th percentile. Now it turns out that even if you do choose to participate when there are more choices present, even then, it has negative consequences. So for those people who did choose to participate, the more choices ailable, the more likely people were to pletely oid stocks or equity funds. The more choices ailable, the more likely they were to put all their money in pure money market accounts. Now neither of these extreme decisions are the kinds of decisions that any of us would remend for people when youre considering their future financial well-being.