So I want to talk today about money and happiness, which are two things a lot of us spend a lot of our time thinking about, either trying to earn them or trying to increase them. And a lot of us resonate with this phrase, we see it in religions and self-help books: money can't buy happiness. And I want to suggest today that, in fact, that's wrong.
Danas bih sa vama podelio svoja razmišljanja o novcu i sreći, to je nešto o čemu svi mi mnogo razmišljamo ili pokušavamo da ih zaradimo ili povećamo. Mnogi od nas se prepoznaju u ovoj izjavi. Religije i knjige samopomoći nas uče da novcem ne možete kupiti sreću. Ja zastupam tezu da je u stvari to moguće.
(Laughter)
(Smeh)
I'm at a business school, so that's what we do. So that's wrong, and in fact, if you think that, you're just not spending it right. So instead of spending it the way you usually spend it, maybe if you spent it differently, that might work a little bit better. Before I tell you the ways you can spend it that will make you happier, let's think about the ways we usually spend it that don't, in fact, make us happier. We had a little natural experiment. So CNN, a little while ago, wrote this interesting article on what happens to people when they win the lottery. It turns out people think when they win the lottery their lives will be amazing. This article's about how their lives get ruined. What happens when people win the lottery is, one, they spend all the money and go into debt; and two, all of their friends and everyone they've ever met find them and bug them for money. It ruins their social relationships, in fact. So they have more debt and worse friendships than they had before they won the lottery.
Radim u poslovnoj školi i to je ono čime se bavimo. Verovanje je pogrešno i ukoliko to mislite onda ne trošite novac na pravi način. Tako da bi trebalo da promenite uobičajeni način trošenja novca, trošite ga na druge stvari, to će vam doneti bolji osećaj. Pre nego što nabrojim načine trošenja novca koji bi vas učinili srećnijim, razmislimo o uobičajenom trošenju novca, koji nas ne čini zadovoljnijim. Odradili smo jedan mali, prirodni eksperiment. Nedavno je CNN objavio članak o sudbinama ljudi koji osvoje premiju na lutriji. Ispostavilo se da ljudi misle da će nakon toga njihovi životi biti fantastični. Ovaj članak objašnjava kako im je to uništilo živote. Pre svega, ono što se desi kada ljudi osvoje premiju je da potroše mnogo para i zaduže se, a takođe i svi prijatelji i ljudi koji su ih poznavali u životu ih smaraju da im daju novac. To uništi njihov socijalni život. Bore se sa većim dugovima, a imaju lošija prijteljstva u odnosu na stanje pre dobijanja premije.
What was interesting about the article was, people started commenting on the article, readers of the thing. And instead of talking about how it made them realize that money doesn't lead to happiness, everyone started saying, "You know what I'd do if I won the lottery ...?" and fantasizing about what they'd do. Here's just two of the ones we saw that are interesting to think about. One person wrote, "When I win, I'm going to buy my own little mountain and have a little house on top."
Interesantno je to da su ljudi počeli da komentarišu članak. Ali nisu pričali o tome da su shvatili da novac ne vodi bezuslovno do sreće, već su svi pisali o tome šta bi oni uradili kada bi osvojili premiju i maštali su o tome šta bi uradili. Evo dva interesantna primera koja navode na razmišljanje. Jedna osoba je napisala: "Kada osvojim premiju, kupiću malu planinu i sagradiću kućicu na vrhu."
(Laughter)
(Smeh)
And another person wrote, "I would fill a big bathtub with money and get in the tub while smoking a big fat cigar and sipping a glass of champagne." This is even worse: "... then I'd have a picture taken and dozens of glossies made. Anyone begging for money or trying to extort from me would receive a copy of the picture and nothing else."
Evo još jedne izjave: "Napunio bih kadu novčanicama, i potopio bih se u njoj pušeći debelu cigaru i pijući čašu šampanjca." Ovo je još gore: "Onda bi me uslikali i napravili desetine sjajnih primeraka. Ko god bi me molio za novac ili pokušao na prevaru da ga dobije, dobio bi tu fotografiju i ništa više."
(Laughter)
(Smeh)
And so many of the comments were exactly of this type, where people got money and, in fact, it made them antisocial. So I told you it ruins people's lives and their friends bug them. Also, money often makes us feel very selfish and we do things only for ourselves. We thought maybe the reason money doesn't make us happy is that we're spending it on the wrong things; in particular, we're always spending it on ourselves. And we wondered what would happen if we made people spend more of their money on others. So instead of being antisocial with your money, what if you were more pro-social with it?
Bilo je mnogo komentara sličnih ovim, koji ukazuju da dobitak novca čini ljude antisocijalnim. Rekoh vam da to uništi živote ljudi i da ih prijatelji smaraju. Takođe nas novac čini veoma sebičnim, i mislimo samo na sebe. Možda nas novac ne čini srećnim upravo zbog toga što ga trošimo na pogrešne stvari, a naročito zato što ga uvek trošimo na nas same. Razmišljao sam o tome šta bi se desilo kada bismo naterali ljude da potroše pare na druge. Šta bi se desilo kada biste delovali pro-društveno, a ne anti-društveno kada je novac u pitanju?
We thought, let's make people do it and see what happens. Let's have some people do what they usually do, spend money on themselves, and let's make some people give money away, and measure their happiness and see if, in fact, they get happier. The first way we did this was, one Vancouver morning, we went out on the campus at University of British Columbia, approached people and said, "Do you want to be in an experiment?" They said, "Yes." We asked them how happy they were, and then gave them an envelope. One of the envelopes had things in it that said, "By 5pm today, spend this money on yourself." We gave some examples of what you could spend it on. Other people got a slip of paper that said, "By 5pm today, spend this money on somebody else." Also inside the envelope was money.
Rešili smo da nateramo ljude da to rade i vidimo šta se tada dešava. Grupa ljudi bi radila ono što i inače rade, trošili bi pare na sebe, a naveli bismo druge ljude da doniraju novac, a onda bismo analizirali stanje sreće i da li su srećniji. Prvog dana smo uradili sledeće. Jednog vankuverskog jutra smo otišli do Univerziteta Britanske Kolumbije, prilazili smo ljudima i pitali ih: "Da li želiš da učestvuješ u eksperimentu?" Pristali su. Pitali smo ih koliko su srećni, a onda smo im dali koverat. U nekim kovertima je pisalo "Do 17h danas, potroši ovaj novac na sebe." Dali smo im nekoliko primera na šta mogu da potroše novac. Druga grupa ljudi je dobila uputstva koja govore: "Do 17h potroši ovaj novac na nekog drugog." U koverti je bio novac.
And we manipulated how much money we gave them; some people got this slip of paper and five dollars, some got this slip of paper and 20 dollars. We let them go about their day and do whatever they wanted. We found out they did spend it in the way we asked them to. We called them up and asked them, "What did you spend it on? How happy do you feel now?" What did they spend it on? These are college undergrads; a lot of what they spent it on for themselves were things like earrings and makeup. One woman said she bought a stuffed animal for her niece. People gave money to homeless people. Huge effect here of Starbucks.
Takođe smo kontrolisali koliko im novca dajemo. Neki ljudi su dobili uputstva i pet dolara. Neki ljudi su dobili uputstva i dvadeset dolara. Potom su normalno provodili vreme. Radili su šta god su želeli. Utvrdili smo da su poštovali pravila trošenja para koja smo im dali. Zvali bismo ih uveče i pitali: "Na šta ste potrošili noavc i koliko se srećno sada osećate?" Na šta su trošili pare? S obzirom da su to studenti, većina je kupila sebi minđuše ili šminku. Jedna žena je kupila plišanu životinju rođaci. Ljudi su dali pare beskućnicima. Starbaks je veoma uticajan ovde. (Smeh)
(Laughter)
Prosto, pet dolara studentima deluje kao kafa,
So if you give undergraduates five dollars, it looks like coffee to them, and they run over to Starbucks and spend it as fast as they can. Some people bought coffee for themselves, the way they usually would, but others bought coffee for somebody else. So the very same purchase, just targeted toward yourself or targeted toward somebody else. What did we find when we called at the end of the day? People who spent money on others got happier; people who spent it on themselves, nothing happened. It didn't make them less happy, it just didn't do much for them.
tako da oni brzo otrče do Starbaksa i potroše pare što pre. Ali neki ljudi su kao i uobičajeno kupili sebi kafu, a neki od njih su kupili kafu drugome. Pričamo dakle o istoj kupovini, samo se razlikuje to da li kupujete sebi ili nekom drugom. Šta smo otkrili kada smo ih na kraju dana pozvali? Ljudi koji su pare potrošili na druge su bili srećniji. Ništa se nije promenilo kod ljudi koji su pare potrošili na sebe. Nije ih to učinilo nesrećnijim, ali nije mnogo uticalo na njih.
The other thing we saw is the amount of money doesn't matter much. People thought 20 dollars would be way better than five. In fact, it doesn't matter how much money you spent. What really matters is that you spent it on somebody else rather than on yourself. We see this again and again when we give people money to spend on others instead of on themselves. Of course, these are undergraduates in Canada -- not the world's most representative population. They're also fairly wealthy and affluent and other sorts of things.
Takođe smo shvatili da količina novca ne pravi veliku razliku. Ljudi su mislili kako bi 20 dolara bilo mnogo bolje od 5 dolara. U stvari, iznos koji potrošite ne pravi razliku. Ono što je važno je da novac potrošite na nekog drugog, a ne na sebe. To uočimo svaki put kada ljudima damo pare da ih potroše na druge. Naravno, govorimo o studentima u Kanadi, nije to baš najreprezentativniji uzorak. Oni žive u priličnom materijalnom blagostanju.
We wanted to see if this holds true everywhere in the world or just among wealthy countries. So we went to Uganda and ran a very similar experiment. Imagine, instead of just people in Canada, we say, "Name the last time you spent money on yourself or others. Describe it. How happy did it make you?" Or in Uganda, "Name the last time you spent money on yourself or others and describe that." Then we asked them how happy they are, again. And what we see is sort of amazing, because there's human universals on what you do with your money, and real cultural differences on what you do as well. So for example, one guy from Uganda says this: "I called a girl I wished to love." They basically went out on a date, and he says at the end that he didn't "achieve" her up till now.
Stoga smo želeli da shvatimo da li je to tačno za čitav svet ili je primenljivo samo na bogate zemlje. Tako da smo sličan eksperiment sproveli u Ugandi. Zamislite sada ne samo ljude u Kanadi koje smo pitali "Navedite kada ste kupili nešto sebi ili nekom drugom. Opišite to. Koliko vas je to učinilo srećnim?" već i ljude u Ugandi: "Navedite poslednji put kada ste potrošili novac na sebe ili druge ljude i opišite nam to." Potom smo ih pitali koliko su srećni. Došli smo do neverovatnih rezultata koji ukazuju da postoje opšta pravila oko toga šta radite sa novcem, ali isto tako i prave kulturološke razlike u tome. Na primer, jedan dečko iz Ugande je rekao ovo. Rekao je: "Pozvao sam devojku u koju želim da se zaljubim." Otišli su na sastanak, i kaže kako je nije ni do sada osvojio.
(Laughter)
Ovo je dečko iz Kanade.
Here's a guy from Canada. Very similar thing. "I took my girlfriend out for dinner. We went to a movie, we left early, and then went back to her room for ... cake," just cake.
Sličan scenario. "Odveo sam devojku na večeru. Otišli smo u bioskop, rano se vratili i završili smo u njenoj sobi i... "samo jeli tortu, parče torte."
(Laughter)
Opšte pravilo - trošite pare na druge ljude,
Human universal: you spend money on others, you're being nice. Maybe you have something in mind, maybe not. But then we see extraordinary differences. So look at these two. This is a woman from Canada. We say, "Name a time you spent money on somebody else." She says, "I bought a present for my mom. I drove to the mall, bought a present, gave it to my mom." Perfectly nice thing to do. It's good to get gifts for people you know. Compare that to this woman from Uganda: "I was walking and met a longtime friend whose son was sick with malaria. They had no money, they went to a clinic and I gave her this money." This isn't $10,000, it's the local currency. So it's a very small amount of money, in fact. But enormously different motivations here. This is a real medical need, literally a lifesaving donation. Above, it's just kind of, I bought a gift for my mother.
lepo se ophodite prema njima. Možda imate neki plan u glavi, a možda ne. Ali uočavamo i neverovatne razlike. Analizirajte ova dva slučaja. Ovo je žena iz Kanade. Rekosmo: "Navedite datum kada ste potrošili novac na nekog." Ona reče: "Kupila sam poklon svojoj mami. Otišla sam do tržnog centra, kupila poklon i dala joj." Savršeno lep gest. Lepo je davati poklone ljudima koje poznajete. Uporedite to sa pričom žene iz Ugande. "Šetala sam i naletela na dugogodišnju prijateljicu, njen sin je bolovao od malarije. Nisu imali novca, otišli su u bolnicu i ja sam joj dala ovaj novac." To nije 10 000$, to je lokalna valuta. Nije to mnogo novca, ali je motivacija potpuno različita. Radi se o zdravlju, to je donacija koja spašava život. A pre toga smo imali nešto kao "kupila sam poklon majci".
What we see again, though, is that the specific way you spend on other people isn't nearly as important as the fact that you spend on other people in order to make yourself happy, which is really quite important. So you don't have to do amazing things with your money to make yourself happy. You can do small, trivial things and still get the benefits from doing this. These are only two countries. We wanted to look at every country in the world if we could, to see what the relationship is between money and happiness.
Ono što zaista uočavamo jeste da način na koji trošite pare na druge nije ni izbliza toliko važan koliko činjenica da trošite novac na druge, kako bi vam to donelo osećaj sreće, što je zaista veoma važno. Ne morate činiti neverovatne stvari sa novcem da biste bili srećni. Možete i malim, trivijalnim gestovima doći do beneficija tog delanja. Pričamo o samo dve zemlje. Želeli smo da proširimo polje analize i zavirimo u svaku zemlju na svetu gde smo mogli kako bismo analizirali vezu između novca i sreće.
We got data from the Gallup Organization, which you know from all the political polls happening lately. They asked people, "Did you donate money to charity recently?" and, "How happy are you with life in general?" We can see what the relationship is between those two things. Are they positively correlated, giving money makes you happy? Or are they negatively correlated? On this map, green will mean they're positively correlated, red means they're negatively correlated. And you can see, the world is crazily green. So in almost every country in the world where we have this data, people who give money to charity are happier people than people who don't give money to charity. I know you're looking at the red country in the middle. I would be a jerk and not tell you what it is, but it's Central African Republic. You can make up stories. Maybe it's different there for some reason. Just below that to the right is Rwanda, though, which is amazingly green.
Dobili smo podatke od Galup organizacije, koja se bavi raznim predikcijama političkih rezultata u poslednje vreme. Oni pitaju ljude: "Da li ste dali novac humanitarnim organizacijama u skorije vreme?" i pitaju ih: "Koliko ste generalno srećni u životu?" I možemo videti kakav je odnos između ta dva fenomena. Da li su direktno proporcionalni? Davanje para nas čini srećnim? Ili su obrnuto proporcionalni? Na ovoj mapi zeleno znači da su direktno, a crveno da su obrnuto proporcionalni. Uočavate da je čitav svet potpuno zelen. Skoro u svakoj zemlji širom sveta gde smo uspeli da dođemo do podataka smo shvatili da su dobrotvori srećniji ljudi, u odnosu na one koji ne doniraju novac u humanitarne svrhe. Znam da zurite u crvenu zemlju u sredini. Bio bih kreten kada vam ne bih rekao u čemu je stvar, to je Centralnoafrička Republika. Možete smisliti objašnjenja, da se razlikuje iz nekog razloga. A tačno desno ipod nje je Ruanda,
So almost everywhere we look, we see that giving money away makes you happier than keeping it for yourself. What about work, which is where we spend the rest of our time, when we're not with the people we know. We decided to infiltrate some companies and do a very similar thing. These are sales teams in Belgium. They work in teams, go out and sell to doctors and try to get them to buy drugs. We can look and see how well they sell things as a function of being a member of a team. We give people on some teams some money "Spend it however you want on yourself," just like we did with the undergrads in Canada. To other teams we say, "Here's 15 euro. Spend it on one of your teammates. Buy them something as a gift and give it to them. Then we can see, we've got teams that spend on themselves and these pro-social teams who we give money to make the team better. The reason I have a ridiculous pinata there is one team pooled their money and bought a pinata, they smashed the pinata, the candy fell out and things like that. A silly, trivial thing to do, but think of the difference on a team that didn't do that at all, that got 15 euro, put it in their pocket, maybe bought themselves a coffee, or teams that had this pro-social experience where they bonded together to buy something and do a group activity. What we see is that the teams that are pro-social sell more stuff than the teams that only got money for themselves.
koja je neverovatno zelena. Tako da smo shvatili, skoro ma gde da smo analizirali, da vas davanje novca čini srećnijim od čuvanja novca za sebe. Pozabavimo se sada vašim profesionalnim životima, s obzirom da tu provodimo sve vreme kada nismo sa ljudima koje poznajemo. Rešili smo da se infiltriramo u neke kompanije i uradimo sličnu stvar. Ovo je prodajni tim u Belgiji. Oni rade u timu, odlaze kod lekara i pokušavaju da ih ubede da kupe lekove. Sada možemo analizirati uspešnost prodaje izraženo u funkciji timskog rada. Nekim timovima smo podelili novac i rekli: "Potrošite pare kako god, ali na sebe", baš kao u slučaju studenata u Kanadi. Ali drugim timovima smo rekli: "Izvolite 15 eura. Potrošite ih na nekog u timu ove nedelje. Kupite im nešto, neki poklon ili im dajte novac. Sada pričamo o timovima koji troše pare na sebe i o pro-društvenim timovima, kojima dajemo pare kako bismo tim učinili malo boljim. Ova presmešna pinjata je na slajdu jer je jedan tim uzeo novac i kupio pinjatu, i okupili su se, razbili je, slatkiši su poispadali itd. Veoma zabavna, jednostavna stvar, ali razmislite o razlici u timu koji to nije uradio, koji je dobio 15 eura, stavio pare u džep, možda su kupili sebi kafu, u odnosu na tim koji je doživeo ovaj društveni momenat, gde su zajedno učestvovali u nečemu i povezani su tim iskustvom. Uvideli smo da su društveni timovi uspešniji u prodaji u odnosu na one koji troše pare samo na sebe.
One way to think of it is: for every 15 euro you give people for themselves, they put it in their pocket and don't do anything different than before. You don't get money from that; you lose money, since it doesn't motivate them to perform better. But when you give them 15 euro to spend on their teammates, they do so much better on their teams that you actually get a huge win on investing this kind of money.
Možete to posmatrati kao fenomen da kada ljudi prosto 15 eura zadrže za sebe, stave ih u džep, oni ne čine ništa novo. Ništa ne dobijate od toga. U stvari, gubite novac, jer ih to ne motiviše da bolje rade. Ali ukoliko tih 15 eura potroše na svoj tim njihov učinak je mnogo bolji u odnosu na druge, tako da zaradite ukoliko na ovaj način uložite novac.
You're probably thinking to yourselves, this is all fine, but there's a context that's incredibly important for public policy, and I can't imagine it would work there. And if he doesn't show me that it works here, I don't believe anything he said. I know what you're all thinking about are dodgeball teams.
Shvatam da upravo razmišljate da je to sve dobro, ali da postoji i kontekst koji je važan za društvenu politiku i ne možete zamisliti da se tu može primeniti. Ukoliko vam ne pokažem da pravilo važi u tom kontekstu, uopšte nećete verovati u teoriju. Znam da mislite sada na igru "između dve vatre".
(Laughter)
(Smeh)
This was a huge criticism that we got, that if you can't show it with dodgeball teams, this is all stupid. So we went and found these dodgeball teams and infiltrated them, and did the exact same thing as before. So we give people on some teams money to spend on themselves. Other teams, we give them money to spend on their dodgeball teammates. The teams that spend money on themselves have the same winning percentages as before. The teams we give the money to spend on each other become different teams; they dominate the league by the time they're done.
Kritika koju smo dobili se odnosila na to da ukoliko fenomen ne važi u igri "između dve vatre", sve ovo je glupo. Tako da smo se infiltrirali i u ekipe igrača "između dve vatre". Uradili smo isto što smo i ranije radili. Nekim ekipama smo davali novac da ga prosto potroše na sebe. Drugim ekipama smo davali novac kako bi ga potrošili na članove ekipe. Timovi koji su pare toršili na sebe same su imali isti procenat pobeda kao i ranije. Timovi koji su međusobno trošili pare su se promenili i na kraju su dominirali ligom na kraju prvenstva.
Across all of these different contexts -- your personal life, you work life, even things like intramural sports -- we see spending on other people has a bigger return for you than spending on yourself. So if you think money can't buy happiness, you're not spending it right. The implication isn't you should buy this product instead of that product, and that's the way to make yourself happier. It's that you should stop thinking about which product to buy for yourself, and try giving some of it to other people instead.
Tako da pravilo važi u različitim konceptima - u privatnom životu, na poslu, čak i u zabavnim stvarima kao što je rekreativni sport, uočavamo da od trošenja na druge dobijate više za uzvrat u odnosu na trošenje na sebe. Tako da ću samo poručiti da ako mislite da novac ne može da kupi sreću, to znači da ga ne trošite na pravi način. Ja ne impliciram da ćete biti srećniji ukoliko kupite jedan proizvod umesto drugog. Činjenica je da treba da prestanete da razmišljate koji proizvod treba sebi da kupite
And we luckily have an opportunity for you. DonorsChoose.org is a nonprofit for mainly public school teachers in low-income schools. They post projects like, "I want to teach Huckleberry Finn and we don't have the books," or, "I want a microscope to teach my students science and we don't have a microscope." You and I can go on and buy it for them. The teacher and the kids write you thank-you notes, sometimes they send pictures of them using the microscope. It's an extraordinary thing.
i da pokušate da novac dajete drugima, za promenu. Na sreću, imamo za vas i priliku za to. DonorsChoose.org je neprofitna organizacija za nastavnike u državnim školama sa malim budžetom. Oni ostave predloge, kažu: "Želim da podučavam učenike o Haklberi Finu, ali nemamo knjige." ili "Želim mikroskop kako bih učenicima objašnjavao nauku, a mi nemamo mikroskope." Vi i ja možemo to da im kupimo. Učitelj vam se zahvali. Đaci vam šalju zahvalnice. Ponekada vam pošalju i slike sa nastave mikroskopije. To je očaravajuća stvar.
Go to the website and start yourself on the process of thinking less about "How can I spend money on myself?" and more about "If I've got five dollars or 15 dollars, what can I do to benefit other people?" Ultimately, when you do that, you'll find you benefit yourself much more.
Posetite vebsajt i počnite da razmišljate manje o tome: "Kako bih mogao ovaj novac da potrošim na sebe?" i razmišljajete ovako "Ukoliko bih dobio 5 ili 15 dolara, šta bih mogao da uradim za dobrobit drugih?" Jer na kraju, kada se time vodite, shvatićete da i vi sami dobijate više.
Thank you.
Hvala vam.
(Applause)
(Aplauz)