Sheena Iyengar希娜 亚格尔The art of choosingAnagram回文构词法Word下载.docx

Sheena Iyengar希娜 亚格尔The art of choosingAnagram回文构词法Word下载.docx

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ofthesameexplanation. 

Onedoesnotputsugar 

ingreentea."

Iunderstand,"

Isaid, 

thattheJapanesedonotputsugarintheirgreentea, 

butI'

dliketoputsomesugar 

inmygreentea."

（Laughter） 

Surprisedbymyinsistence, 

thewaitertookuptheissuewiththemanager. 

Prettysoon, 

alengthydiscussionensued, 

andfinallythemanagercameovertomeandsaid, 

Iamverysorry.Wedonothavesugar."

Well,sinceIcouldn'

thavemyteathewayIwantedit, 

Iorderedacupofcoffee, 

whichthewaiterbroughtoverpromptly. 

Restingonthesaucer 

weretwopacketsofsugar.

Myfailuretoprocuremyself 

acupofsweet,greentea 

wasnotduetoasimplemisunderstanding. 

Thiswasduetoafundamentaldifference 

inourideasaboutchoice.FrommyAmericanperspective, 

whenapayingcustomermakesareasonablerequestbasedonherpreferences, 

shehaseveryrighttohavethatrequestmet. 

TheAmericanway,toquoteBurgerKing, 

isto"

haveityourway,"

because,asStarbuckssays, 

happinessisinyourchoices."

ButfromtheJapaneseperspective, 

it'

stheirdutytoprotectthosewhodon'

tknowanybetter-- 

inthiscase,theignorantgaijin-- 

frommakingthewrongchoice. 

Let'

sfaceit:

thewayIwantedmytea 

wasinappropriateaccordingtoculturalstandards, 

andtheyweredoingtheirbesttohelpmesaveface.

Americanstendtobelieve 

thatthey'

vereachedsomesortofpinnacle 

inthewaytheypracticechoice. 

Theythinkthatchoice,asseenthroughtheAmericanlens 

bestfulfillsaninnateanduniversal 

desireforchoiceinallhumans. 

Unfortunately, 

thesebeliefsarebasedonassumptions 

thatdon'

talwaysholdtrue 

inmanycountries,inmanycultures. 

Attimestheydon'

tevenholdtrue 

atAmerica'

sownborders. 

dliketodiscusssomeoftheseassumptions 

andtheproblemsassociatedwiththem. 

AsIdoso,Ihopeyou'

llstartthinkingaboutsomeofyourownassumptions 

andhowtheywereshapedbyyourbackgrounds.

Firstassumption:

ifachoiceaffectsyou, 

thenyoushouldbetheonetomakeit. 

Thisistheonlywaytoensure 

thatyourpreferencesandinterests 

willbemostfullyaccountedfor. 

Itisessentialforsuccess. 

InAmerica,theprimarylocusofchoice 

istheindividual. 

Peoplemustchooseforthemselves,sometimesstickingtotheirguns, 

regardlessofwhatotherpeoplewantorrecommend. 

It'

scalled"

beingtruetoyourself."

Butdoallindividualsbenefit 

fromtakingsuchanapproachtochoice?

MarkLepperandIdidaseriesofstudies 

inwhichwesoughttheanswertothisveryquestion. 

Inonestudy, 

whichweraninJapantown,SanFrancisco, 

webroughtseven-tonine-year-oldAnglo-andAsian-Americanchildren 

intothelaboratory, 

andwedividedthemupintothreegroups.（我到此止！

！

）

------------------------------------------------------------------------------------------------------------------------------

Thefirstgroupcamein, 

andtheyweregreetedbyMissSmith, 

whoshowedthemsixbigpilesofanagrampuzzles. 

Thekidsgottochoosewhichpileofanagramstheywouldliketodo, 

andtheyevengottochoosewhichmarker 

theywouldwritetheiranswerswith. 

Whenthesecondgroupofchildrencamein, 

theywerebroughttothesameroom,shownthesameanagrams, 

butthistimeMissSmithtoldthem 

whichanagramstodo 

andwhichmarkerstowritetheiranswerswith. 

Nowwhenthethirdgroupcamein, 

theyweretoldthattheiranagramsandtheirmarkers 

hadbeenchosenbytheirmothers. 

Inreality,thekidswhoweretoldwhattodo, 

whetherbyMissSmithortheirmothers, 

wereactuallygiventheverysameactivity, 

whichtheircounterpartsinthefirstgroup 

hadfreelychosen.

Withthisprocedure,wewereabletoensure 

thatthekidsacrossthethreegroups 

alldidthesameactivity, 

makingiteasierforustocompareperformance. 

Suchsmalldifferencesinthewayweadministeredtheactivity 

yieldedstrikingdifferences 

inhowwelltheyperformed.Anglo-Americans, 

theydidtwoandahalftimesmoreanagrams 

whentheygottochoosethem, 

ascomparedtowhenitwas 

chosenforthembyMissSmithortheirmothers. 

Itdidn'

tmatterwhodidthechoosing, 

ifthetaskwasdictatedbyanother, 

theirperformancesuffered.Infact,someofthekidswerevisiblyembarrassed 

whentheyweretoldthattheirmothershadbeenconsulted. 

OnegirlnamedMarysaid, 

Youaskedmymother?

（Laughter）

Incontrast, 

Asian-Americanchildren 

performedbestwhentheybelieved 

theirmothershadmadethechoice, 

secondbestwhentheychoseforthemselves, 

andleastwellwhenithadbeenchosenbyMissSmith. 

AgirlnamedNatsumi 

evenapproachedMissSmithasshewasleavingtheroom 

andtuggedonherskirtandasked, 

CouldyoupleasetellmymommyIdiditjustlikeshesaid?

Thefirst-generationchildrenwerestronglyinfluenced 

bytheirimmigrantparents'

approachtochoice. 

Forthem,choicewasnotjustaway 

ofdefiningandasserting 

theirindividuality, 

butawaytocreatecommunityandharmony 

bydeferringtothechoices 

ofpeoplewhomtheytrustedandrespected. 

Iftheyhadaconceptofbeingtruetoone'

sself, 

thenthatself,mostlikely, 

[was]composed,notofanindividual, 

butofacollective. 

Successwasjustasmuchaboutpleasingkeyfigures 

asitwasaboutsatisfyingone'

sownpreferences. 

Or,youcouldsaythat 

theindividual'

spreferenceswereshaped 

bythepreferencesofspecificothers.

Theassumptionthenthatwedobest 

whentheindividualselfchooses 

onlyholds 

whenthatself 

isclearlydividedfromothers. 

When,incontrast, 

twoormoreindividuals 

seetheirchoicesandtheiroutcomes 

asintimatelyconnected, 

thentheymayamplifyoneanother'

ssuccess 

byturningchoosing 

intoacollectiveact. 

Toinsistthattheychooseindependentlymightactuallycompromise 

boththeirperformance 

andtheirrelationships. 

Yetthatisexactlywhat 

theAmericanparadigmdemands. 

Itleaveslittleroomforinterdependence 

oranacknowledgmentofindividualfallibility. 

Itrequiresthateveryonetreatchoice 

asaprivateandself-definingact. 

Peoplethathavegrownupinsuchaparadigm 

mightfinditmotivating,butitisamistaketoassume 

thateveryonethrivesunderthepressure 

ofchoosingalone.

ThesecondassumptionwhichinformstheAmericanviewofchoice 

goessomethinglikethis. 

Themorechoicesyouhave, 

themorelikelyyouare 

tomakethebestchoice. 

Sobringiton,Walmart,with100,000differentproducts, 

andAmazon,with27millionbooks 

andMwith--whatisit?

-- 

15milliondatepossibilitiesnow. 

Youwillsurelyfindtheperfectmatch. 

stestthisassumption 

byheadingovertoEasternEurope. 

Here,Iinterviewedpeople 

whowereresidentsofformerlycommunistcountries, 

whohadallfacedthechallenge 

oftransitioningtoamore 

democraticandcapitalisticsociety. 

Oneofthemostinterestingrevelations 

camenotfromananswertoaquestion, 

butfromasimplegestureofhospitality. 

Whentheparticipantsarrivedfortheirinterview, 

Iofferedthemasetofdrinks:

Coke,DietCoke,Sprite-- 

seven,tobeexact.

Duringtheveryfirstsession, 

whichwasruninRussia, 

oneoftheparticipantsmadeacomment 

thatreallycaughtmeoffguard. 

Oh,butitdoesn'

tmatter. 

salljustsoda.That'

sjustonechoice."

（Murmuring） 

Iwassostruckbythiscommentthatfromthenon, 

Istartedtoofferalltheparticipants 

thosesevensodas, 

andIaskedthem,"

Howmanychoicesarethese?

Againandagain, 

theyperceivedthesesevendifferentsodas, 

notassevenchoices,butasonechoice:

sodaornosoda. 

WhenIputoutjuiceandwater 

inadditiontothesesevensodas, 

nowtheyperceiveditasonlythreechoices-- 

juice,waterandsoda. 

Comparethistothedie-harddevotionofmanyAmericans, 

notjusttoaparticularflavorofsoda, 

buttoaparticularbrand. 

Youknow,researchshowsrepeatedly 

thatwecan'

tactuallytellthedifference 

betweenCokeandPepsi. 

Ofcourse,youandIknow 

thatCokeisthebetterchoice.

FormodernAmericanswhoareexposed 

tomoreoptionsandmoreadsassociatedwithoptions 

thananyoneelseintheworld, 

choiceisjustasmuchaboutwhotheyare 

asitisaboutwhattheproductis. 

Combinethiswiththeassumptionthatmorechoicesarealwaysbetter, 

andyouhaveagroupofpeopleforwhomeverylittledifferencematters 

andsoeverychoicematters. 

ButforEasternEuropeans, 

thesuddenavailabilityofallthese 

consumerproductsonthemarketplacewasadeluge. 

Theywerefloodedwithchoice 

beforetheycouldprotestthattheydidn'

tknowhowtoswim. 

Whenasked,"

Whatwordsandimages 

doyouassociatewithchoice?

GrzegorzfromWarsawsaid, 

Ah,formeitisfear. 

Therearesomedilemmasyousee. 

Iamusedtonochoice."

BohdanfromKievsaid, 

inresponsetohowhefeltabout 

thenewconsumermarketplace, 

Itistoomuch. 

Wedonotneedeverythingthatisthere."

Asociologistfrom 

theWarsawSurveyAgencyexplained, 

Theoldergenerationjumpedfromnothing 

tochoiceallaroundthem. 

Theywere