What gets us to care and act, and be active.

是什麼讓我們去在乎、行動和變得積極

And the starting point,

首先

especially being in Chicago, close to the University of Chicago,

特別是因為我們在芝加哥 離芝加哥大學很近

in the Economics Department of Chicago.

在芝加哥大學的經濟系

I think it is worthwhile to think that our basic idea about human motivation

我覺得值得思考 我們對人類動機的基本概念

is that we think about people like rats.

就是我們認為人就像老鼠一樣

People don't like to work.

人們不愛工作

If we were left to our own accord what we would be doing,

如果我們能愛做什麼就做什麼

we would be on a beach somewhere sipping mojitos...

我們會在某個沙灘喝調酒莫希托

And the ony reason we work is because we need to get money,

我們工作的唯一原因是需要錢

so that we can eventually sit on the beach drinking mojitos.

那樣才能無憂無慮地 坐在沙灘上喝莫希托

(Laughter)

（笑聲）

But the basic motivation is to enjoy leisure and not work

但最基本的動機是 不工作和享受休閒時光

and everything else is just a distraction in order so we can do that.

其他的都只是為了能讓我們享受悠閒時光 所必須應付的煩心事物

And it is a fine model, but we should ask ourselves,

那是個很好的基本假設 但我們應該問問自己

is this a correct depiction of human motivation

那是對人類動機的正確描述嗎

is this really what gets us to act and to do things.

那真的是讓我們行動 和做事情的動機嗎？

And one challenge you can think about is mountain climbing.

其中一個反例便是登山

If you look at people who have climbed different mountains

如果你看看那些曾經爬過很多山的人

and their depictions, and histories and stories

和他們的敘述、經歷和故事

you would think this is the most miserable thing in the world.

你會認為爬山是世界上最悲慘的事了

People are cold, and have frostbite

他們很冷，還生了凍瘡

It's hard to breathe, it's difficult.

呼吸困難，很費力

I climbed a little peak in the Himalayas many years ago

幾年前，我在喜瑪拉雅爬了一座小山峰

and you would think that you would get to the top,

你的想像是你會爬到頂

and sit there and enjoy the view.

然後坐在那裡欣賞風景

No! It's cold, it's miserable, you're tired.

不！山頂很冷，糟透了，你又很累

Just go down as fast as possible from that point on. (Laughter)

從那時起只想趕快下山（笑聲）

And if you think about this behavior

當你思考這個行為

and say to yourself, here is something that every moment seems like agony,

你會告訴自己，這是一件讓你每時每刻 都痛苦的事

it just seems like a punishment

看起來像個懲罰

and people go down, and all they want to do is go up again.

但人們下山後，卻滿腦子只想著再上山

They want to recover first, but then they want to go up again.

當然要先恢復體力，但他們想再上去

How does this view fit with our notion

這個想法怎麼會符合

of people sitting on the beach drinking mojitos?

人們坐在沙灘上喝莫希托的意圖呢？

It looks like people are either suckers for punishment.

這看起來人們根本就是受虐狂

Right? We want to punish ourselves.

對吧？我們想懲罰自己

Or, that what really motivates us is not relaxation,

或者，真正激勵我們的 不是想要放鬆的念頭

it's not comfort, it's other things.

不是舒適，是其他東西

It's about achievement, it's about conquering,

是成就、是征服

it's about pursuing some goal, it's about arriving at some peak.

是為了追求某些目標，是登上某座高峰

I actually became interested in this topic

讓我開始對這個主題感興趣的

when one of my ex-students came to talk to me.

是在我的老學生來找我的時候

His name was David, he left university a few years earlier

他的名字叫大衛，幾年前離開了大學

and he became a consultant, or some banker on Wall Street.

成為一名顧問，或是華爾街的銀行家

And he worked for a big bank

他在一家大銀行工作

and he told me that for a few weeks he worked on a big presentation

他告訴我他為了 準備一件併購案的簡報

for a merger that was going to happen.

努力了好幾個禮拜

He worked evenings, he worked overtime to create this beautiful presentation

他日夜工作，超時工作為了製作一份

with statistics and graph and description.

有統計數字、相片與說明的漂亮簡報

He was really proud of his work, and he really enjoyed it.

他為自己的成果感到驕傲 而且非常樂在其中

And then he sent it to his boss, and his boss said,

然後他把文件寄給上司，他上司說：

"David, great job, the merger is cancelled."

「大衛，做的好，但併購案取消了。」

And he was just devastated!

他感到非常失落

And the interesting thing about this

有趣的是

is that he said that from a functional perspective everything was great.

他說從功能觀點來看，一切都非常好

Here he was, he did a good job, he enjoyed it while he was doing it,

他做得很好，也很享受整個過程

his boss appreciated it, and he was certain

他的老闆肯定他的付出

that he would get a raise when the time came

而他也很確定時機到了他會被加薪

but at the same time he couldn't care now.

然而現在他什麼也管不了

And he was working on another document now, and just couldn't care to the same degree.

他正在做另一份文件 但就是沒有辦法像之前那麼認真

Now the question is, what happened to him? What is it?

現在問題來了，他發生了什麼事？ 到底是什麼？

Everything functional was OK, but something was missing.

實際上一切都好，但卻似乎少了些什麼

So to look at this I decided to do a couple of little experiments.

為了理解這一點，我決定做些小實驗

And the experiments we started with were about building Bionicles.

我們做的第一個實驗 是有關組裝「生化戰士」

So, Bionicles are little Lego robots, with about forty pieces,

「生化戰士」是小樂高積木機器人 大約由 40 片組成

and you're going to build them.

而你需要組合它們

And we got people to come to the Student Center

我們去了學生中心

and we said, "Hey, why don't you build Legos for money?"

說：「嘿，你想不想組合樂高積木賺錢？」

You want to build the first one? You can get three dollars for it.

你想要組合第一個機器人？ 我們會付你 3 塊美金

After they finished the first one we asked, "Do you want to build another one?"

當他們組合完第一個後 我們問：「你想組合第二個嗎？」

"This one you can get $2.70 for.

「這次我們會付你 2.7 美元

When you've finished this one, do you want another one, for $2.40?"

當你組好後，你想不想再組一個 能得到 2.4 元？」

$2.10

然後 2.1 元

$1.80

1.8 元

And so on at a a diminishing pay rate.

像這樣金額越來越少

And people basically had to decide when they want to stop.

而人們基本上必須 決定他們什麼時候想停止

At what time, the money they were getting

在什麼時間點，他們所得到的錢

from building Legos was not worth their time.

不值得他們花時間在組積木上

And we did this in one of two conditions.

我們在兩個情況下做這個實驗

The first one was just the way I described to you now.

第一個情況就是像剛剛說的

People build one Lego after another, after another, after another

受測者先組一個機器人 然後再組另一個，再接著另一個

and when they finished building all these Legos

當他們組好所有的樂高

when they finished building each of them,

每組完一個

we took them, we put them under the desk

我們就把機器人拿走，放在桌子底下

and we told them that when they finished the whole experiment

然後告訴他們，當實驗結束後

we would take them, we would break them back,

我們會把所有機器人都拆散

and we would put them back in the boxes for the next participant.

放回盒子裡，給下一位試驗者用

This is what we call the 'meaningful' condition.

我們稱這個為「有意義」的情況

Not a really big meaning, we are academics, but little meaning. (Laughter)

不是多有意義啦，我們是學者嘛 但有一點點意義 （笑聲）

The second experiment, we called the Sisyphic condition.

第二個實驗，我們稱之為「薛西佛斯」情境

And in this experiment people started building one Lego

在這實驗中，試驗者先組一個機器人

and when they finished it we took it back from them

當他們組好後，我們把機器人拿回來

and said: "Do you want to build another one?"

然後問：「你想再組一個嗎？」

And if they wanted to build another one we handed them the second one,

而如果他們想再組一個 我們就給他們第二個

but as they were working on the second one,

但當他們在組第二個時

we were taking apart the first one in front of their eyes.

我們在他們的眼前將第一個機器人拆掉

And then if they wanted to build a third one, we would give them that one back

而如果他們想再組第三個 我們就給他們組第一個的零件

So it was a complete recycling.

所以這是個完全循環

And we called this the Sisyphic condition, after Sisyphus,

我們以薛西佛斯來命名這個情況

who pushed the same rock over the same hill over and over.

他不停地在同一座山丘上推同一塊石頭

And we can ask ourselves how much of the demotivating

因此我們自問

aspects of Sisyphus come from the fact

究竟哪種情況 會令薛希佛斯比較沮喪呢？

that he pushed the same rock on the same hill

是不停地將石頭推上同一座山丘呢

versus if it was a different hill every time.

還是每天都把石頭推上不同的山丘？

So building something, having it destroyed

也就是組裝好某個東西，然後看著它

in front of your eyes and building it again

在你面前被摧毀 然後再組裝一次的這個過程

seems kind of an essential element for being unmotivated

似乎是令人沮喪而失去動力的重要因素

and here is what we got.

這是我們的發現

In a meaningful condition people build about eleven robots

在「有意義」的情形下， 人們平均組裝大約 11 個機器人

and in the Sisyphus condition they build seven.

而在薛希佛斯的情況下，平均只有七個

We also asked other people who did not participate

我們也問沒有參與實驗的人

in the experiment to predict what would people do.

來預測參與者對兩種不同情形的反應

How much more would people build in a 'meaningful' condition than in a 'Sisyphic' condition.

在「有意義」的情況下 人們會比在薛希佛斯情況下多做幾組

And people predicted correctly but dramatically underestimated the effect.

人們的預測是正確的 但卻大幅低估這些不同情況造成的影響

People thought that the difference would be about one robot

大家預估這兩種情況之間 只會差一個機器人

but the difference was much, much larger.

但是其實差很多

So we all understand that meaning is important

所以我們都了解「意義」很重要

we just dramatically underestimate how important this is.

我們只是過於低估它的影響力

And I will tell you that I recently went to give a talk at a big software company.

我前不久去一家很大的軟體公司演講

And this was a company where a group of people

這家公司裡，有一組員工

worked for two years designing a particular product,

花了兩年的時間設計研發一個新產品

and they thought this was the best product for this company.

並且認為這是對公司而言最好的產品

And after two years of working on it,

就在他們投入了兩年的心血之後

the week before I came, the CEO cancelled he project

在我去演講的前一週 他們的執行長取消了這個專案

and I've never seen a group of more demotivated people in my life.

我從來沒有見過比他們更沮喪的一群人

And they all told me they felt like they were part of this Lego experiment.

他們說感覺就像 樂高實驗的參與者一樣

They worked for a long time and something was just destroyed in front of them.

他們辛苦做好一個東西 卻在他們面前被摧毀

And I think basically their boss had the same mistake as our prediction experiment

我想他們的執行長，跟我們請來 預測實驗結果的人犯了一樣的錯誤

where he understood that meaning is probably a little bit important,

也就是他大概了解「意義」的重要性

but just didn't understand how big it is

但是卻不知道會造成多大的影響

and now he had a group of people who were completely demotivated, and so on.

現在他有一群毫無鬥志的員工

Now, there was another interesting part of this experiment

但是這個實驗還有另外一個有趣的一面

which is if you look at the correlation between

就是如果你去看

how much people love Legos naturally and how much they persisted,

人們對樂高的喜愛與他們在這實驗中 持續多久之間的關聯

you would expect that people who love Lego would build a lot

你會很直覺的想說，很喜歡樂高的人 大概會做很多個

and people who don't love Lego would build a little;

而不喜歡樂高的人只會做一點點

there would be some individual difference.

個體之間會存在差異

And indeed there [were] individual differences

而的確，個體之間是存在著差異

In a meaningful condition people who loved Legos built more

在有意義的情況下，比較喜歡樂高的人 會組裝比較多組

and people who didn't love them didn't build as many.

而不喜歡樂高的會組裝比較少

In the Sisyphic condition the correlation was zero,

然而在薛希佛斯的情況下 喜愛樂高與持續度則毫無關聯

which tells me that we basically choked every inch of enjoyment

這告訴我，在薛希佛斯的情況下 所有對樂高的熱愛

people had naturally from Legos.

都被這種沮喪給扼殺了

People come with a natural appreciation for Legos, some people,

有些人天生就喜歡樂高

and we were basically able to crush that...

但是我們卻粉碎了他們的熱情

(Laughter)

（笑聲）

So, the next experiment we wanted to find out

所以在下一個實驗中，我們希望找出

what even smaller differences could make.

更細微的差別是否也能造成同樣的效果

So we gave people a sheet of paper with a lot of letters on it and we said,

我們給人們一張上面寫了很多字母的紙 然後跟他們說：

"Look for two letters next to each other that are the same,"

「找出相鄰且相同的字。」

it was a random set and we did the same thing.

紙上的字完全是隨機的 接著我們跟之前一樣

We paid them more for the first sheet, less for the next sheet, and so on.

給他們一些錢來做第一張， 然後第二張少點錢，依此類推

And we had three conditions.

然後我們有三種狀況

In the first condition, every time you gave me a sheet, if I was the experimenter,

第一種狀況，每當你給我一張紙 如果我是實驗的主考官

I would ask you to write your name on the top, I would look at it like this.

我會問你的名字，把它寫在那張紙的最上面， 然後像這樣看著它

I would say "Aha!" and I would put it on the pile.

我會說：「嗯哼！」 然後我會把它放在旁邊的那一疊紙上

In the next condition you didn't have to write your name.

第二種情況下你就不需要寫上你的名字

I would just take the sheet of paper and, without looking at it,

我只會直接拿了那張紙，看也不看一眼

I would just put it on the big pile of paper;

就把它放到旁邊的一大疊紙上面

no acknowledgement, just putting it down.

完全沒有認同你的努力 只是把它放下去

In the third condition, if you gave me a sheet of paper,

第三種狀況，當你給我那張紙

I immediately took it and shredded it. (Laughter)

我立刻就把它放到碎紙機裡攪碎

And now the question is how much would people work in those three conditions.

現在我們來看人們 在這三種不同情況下的表現

And what I'm going to show you here is what is the minimum

我準備給你們看的是

amount of money people are willing to work for, right?

人們願意繼續實驗的最低金額，對吧！

How long did it go, so low amounts of money mean that people enjoy it more.

如果人們願意為越低的金額繼續這個實驗， 表示他們比較樂在其中

So we got the replication on the first result.

我們得到跟第一個實驗相同的結果

In the acknowledged condition when you say,

在努力有被認同的情況下，當你說：「嗯哼！」

"Aha!" people were willing to work up to $0.15 per page

人們願意一直工作 直到工資只剩一頁 0.15 美金

really low wages.

真低的工資

In the shredded condition they wanted twice as much money

當你把那些紙直接攪碎 他們需要兩倍的價錢來做同樣的工作

and the question is, what happens in the ignored condition?

那如果我們忽略他們呢？

Is the ignored condition like the shredded?

是像直接攪碎一樣嗎？

Is it like the acknowledged? Is it somewhere in the middle?

是像你認同他們的努力嗎？還是介於中間？

It turns out it was very similar to the shredded condition.

結果我們發現，跟直接攪碎差不多

So if you really want to demotivate people shredding their work

所以如果你真的想要讓人失去幹勁的話 就攪碎他們的工作

is really good for that. (Laughter)

真的很有用（笑聲）

But it turns out that simply ignoring them

另外，我們也發現，單純忽略其他人

gets you a big part of the way, in fact, almost... (Laughter)

也可以有相當的效果，事實上，簡直…

So this was one part of motivation,

所以這是人類激勵理論的一部分

it's about feeling meaning for what you are doing

也就是，感覺到自己在做的事是有意義的

and acknowledged and so on, and we mostly did this

被認同，等等…我們也常常用這些方法

by destroying people's motivation.

來摧毀人們的幹勁

Let's think for a second about the other part,

我們來看看關於激勵人們的另一個部分

that is how we can get people to be more motivated.

也就是如何讓人們更有幹勁

How we can get people to do more

怎麼讓人們付出更多

and, the idea came to me here after going to IKEA

某天我去 IKEA 之後有了個想法

so I don't know about you, but I like IKEA but every time I get this furniture,

我不知道你怎麼樣，我喜歡 IKEA 但是每一次我收到他們的傢俱的時候

I find myself that it takes me much longer than I expected to build this

我發現組裝它們遠比我想像中的更花時間

and the instructions seem confusing.

說明書又如此令人困惑

I often do a step and then have to backtrack

我常常做了某個步驟 然後又得回到前一步

and when I have to guess something I think I guess wrong more than 50% of the time.

如果我用猜的，一半以上的時候我都猜錯

Lots of these things, and the thought is:

就是很多像這樣的事情讓我想：

Is it that a result of this? Do I love my furniture more?

是因為這樣子，所以我更喜歡我的傢俱了嗎？

The fact that I have to build them, that I create them,

因為我必須要去組裝，創造它們

does that create a particular attachment between me and my furniture?

是不是讓我跟這些傢俱之間產生了感情呢？

I call this the IKEA effect

我稱這個為「IKEA 效應」

And some evidence for this exists from cake mixes.

我在市售的蛋糕材料包上也找到一些證據

So when cake mixes came up in the fifties

當這些材料包在 50 年代問世的時候

to the surprise of the people who made up the cake mixes

生產者很驚訝地發現

they were not very popular

它們並不怎麼受歡迎

and the question is, why?

可是為什麼？

Pie crusts were popular, cookies were popular

派皮很受歡迎，餅乾也很受歡迎

all kinds of other ready mixes were popular, but not cakes.

所有的材料包都很受歡迎，除了蛋糕之外

And one of the theories was maybe people didn't have to do much for these cakes

其中一個理論是，也許人們覺得要做的事太少

maybe if you take a mix and add some water

也許如果你只拿水加到現成材料裡

put it in the oven and then make it

放到烤箱就好的話

and someone says, "What a great cake!," you just can't feel good about it.

當有人說：「好棒的蛋糕噢！」的時候 你就沒有什麼成就感

Maybe it was the fact that it didn't require

也許正是因為

as much work that made cake mixes not as appealing.