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“不买最好的，只买最贵的。”电影《大腕》里的这句台词曾风靡一时，被插上了“炫富”的标签。确实，穷人说不出这样的话。不过，科学实验表明，“最贵的”虽说不一定是最好的，但却能带来切实的幸福感。
（起源：在1985年，一瓶据说产于1787年的拉菲特葡萄酒以十万五千英镑的价格被售出。据一位绅士说，一个偶然的机会让他在巴黎找到了一些匿藏了二百年的好酒。2005年，谜底被揭穿：这从头到尾是一个骗局，那些酒是仿造的。）
For those 20 years, an unbelievable number of really 1)eminent and accomplished figures in the wine world were sort of drawn into the orbit of these bottles. I think they wanted to believe that the most expensive bottle of wine in the world must be the best bottle of wine in the world, must be the rarest bottle of wine in the world. I became increasingly interested in the question of, you know, why do people spend these crazy amounts of money, not only on wine but on...on lots of things, and are they living a better life than me [sic]?
So, I decided to 2)embark on a quest. I decided to sample the very best, or most expensive, or most 3)coveted item in about a dozen categories.
This is soap that’s made from silver 4)nanoparticles, which have 5)antibacterial properties. I washed my face with this this morning in preparation for this. And it, you know,
6)tickled a little bit and it smelled good, but I have to say that nobody here has 7)complimented me on the cleanliness of my face today.
Armando Manni is a former filmmaker who makes this olive oil from an olive that grows on a single slope in Tuscany. And he goes to great lengths to protect the olive oil from oxygen and light. He uses tiny bottles, the glass is tinted, he tops the olive oil off with an inert gas. He regularly conducts
8)molecular analyses and posts the results online, so you can go online and look at your batch number and see how the 9)phenolics are developing, and gauge its freshness. I did a blind taste test of this with 20 people and five other olive oils. It tasted fine. It tasted interesting. It was very green, it was very peppery. But in the blind taste test, it came in last. The olive oil that came in first was actually a bottle of Whole Foods 365 olive oil which had been 10)oxidizing next to my stove for six months.
And I just wanted to finish by mentioning a very interesting study which came out earlier this year from some researchers at Stanford and Caltech. They gave subjects the same wine, labeled with different price tags. A lot of people, you know, said that they liked the more expensive wine more—it was the same wine, but they thought it was a different one that was more expensive. But what was unexpected was that these researchers did MRI brain imaging while the people were drinking the wine, and not only did they say they enjoyed the more expensively labeled wine more—their brain actually registered as experiencing more pleasure from the same wine when it was labeled with a higher price tag.
Thank you.
在那20年里，葡萄酒界中那些真正有地位、有成就的人围着这些酒团团转，人数之多让人难以相信。我想人们都想要相信，全世界最贵的酒一定就是最好的，肯定是世间最稀有的。你们知道吗，有一个问题越来越让我感兴趣，那就是：为什么人们愿意为葡萄酒或许许多多其他的东西挥霍大笔金钱？这些人是否都活得比我好？
于是，我决心寻求答案。我决定在数十类物品中选出最好的、最贵的或人们最想要的事物加以体验。
这是用含银的纳米微粒制成的香皂，有抗菌作用。今天早上为了准备这次演讲，我用它洗了脸。你知道吗，用它的感觉有点痒，很好闻。可我得说，今天没有人夸过我的脸干净。
阿曼多·曼尼以前是一名电影制片人，他用种在托斯卡纳某处斜坡上的橄榄树上的橄榄制成了这种橄榄油，而且想方设法将其真空避光保存。他用有色小玻璃瓶装橄榄油，并在橄榄油上层注入惰性气体。他定期对这些橄榄油做分子分析，还把结果公布在网上，你可以在网上通过查找批号，看到你手中的橄榄油里多酚化合物的变化，并测量其新鲜度。我把它混在其他五种橄榄油当中，让20个人做盲测。这种橄榄油口味独特、有趣。色泽清亮，非常辛辣。但在盲测结果中，它排名最后。排名最前的橄榄油是一瓶从超市买来，而且在我的灶台上被氧化了六个月的Whole Foods 365橄榄油。
我打算以一个很有意思的研究作为结束。这是年初由斯坦福大学和加州理工学院的研究人员发表的一项研究结果。他们在相同的红酒上挂了不同的标价。如你所知，很多人说他们更喜欢较贵的酒，酒其实都一样，只是他们不知道罢了。但意想不到的是这些研究人员在被测对象喝酒时对他们进行了脑部核磁共振扫描。结果表明，他们不只是嘴里说更喜欢较贵、标价更高的酒，他们的大脑也显示他们确实更快乐。
谢谢。
（起源：在1985年，一瓶据说产于1787年的拉菲特葡萄酒以十万五千英镑的价格被售出。据一位绅士说，一个偶然的机会让他在巴黎找到了一些匿藏了二百年的好酒。2005年，谜底被揭穿：这从头到尾是一个骗局，那些酒是仿造的。）
For those 20 years, an unbelievable number of really 1)eminent and accomplished figures in the wine world were sort of drawn into the orbit of these bottles. I think they wanted to believe that the most expensive bottle of wine in the world must be the best bottle of wine in the world, must be the rarest bottle of wine in the world. I became increasingly interested in the question of, you know, why do people spend these crazy amounts of money, not only on wine but on...on lots of things, and are they living a better life than me [sic]?
So, I decided to 2)embark on a quest. I decided to sample the very best, or most expensive, or most 3)coveted item in about a dozen categories.
This is soap that’s made from silver 4)nanoparticles, which have 5)antibacterial properties. I washed my face with this this morning in preparation for this. And it, you know,
6)tickled a little bit and it smelled good, but I have to say that nobody here has 7)complimented me on the cleanliness of my face today.
Armando Manni is a former filmmaker who makes this olive oil from an olive that grows on a single slope in Tuscany. And he goes to great lengths to protect the olive oil from oxygen and light. He uses tiny bottles, the glass is tinted, he tops the olive oil off with an inert gas. He regularly conducts
8)molecular analyses and posts the results online, so you can go online and look at your batch number and see how the 9)phenolics are developing, and gauge its freshness. I did a blind taste test of this with 20 people and five other olive oils. It tasted fine. It tasted interesting. It was very green, it was very peppery. But in the blind taste test, it came in last. The olive oil that came in first was actually a bottle of Whole Foods 365 olive oil which had been 10)oxidizing next to my stove for six months.
And I just wanted to finish by mentioning a very interesting study which came out earlier this year from some researchers at Stanford and Caltech. They gave subjects the same wine, labeled with different price tags. A lot of people, you know, said that they liked the more expensive wine more—it was the same wine, but they thought it was a different one that was more expensive. But what was unexpected was that these researchers did MRI brain imaging while the people were drinking the wine, and not only did they say they enjoyed the more expensively labeled wine more—their brain actually registered as experiencing more pleasure from the same wine when it was labeled with a higher price tag.
Thank you.
在那20年里，葡萄酒界中那些真正有地位、有成就的人围着这些酒团团转，人数之多让人难以相信。我想人们都想要相信，全世界最贵的酒一定就是最好的，肯定是世间最稀有的。你们知道吗，有一个问题越来越让我感兴趣，那就是：为什么人们愿意为葡萄酒或许许多多其他的东西挥霍大笔金钱？这些人是否都活得比我好？
于是，我决心寻求答案。我决定在数十类物品中选出最好的、最贵的或人们最想要的事物加以体验。
这是用含银的纳米微粒制成的香皂，有抗菌作用。今天早上为了准备这次演讲，我用它洗了脸。你知道吗，用它的感觉有点痒，很好闻。可我得说，今天没有人夸过我的脸干净。
阿曼多·曼尼以前是一名电影制片人，他用种在托斯卡纳某处斜坡上的橄榄树上的橄榄制成了这种橄榄油，而且想方设法将其真空避光保存。他用有色小玻璃瓶装橄榄油，并在橄榄油上层注入惰性气体。他定期对这些橄榄油做分子分析，还把结果公布在网上，你可以在网上通过查找批号，看到你手中的橄榄油里多酚化合物的变化，并测量其新鲜度。我把它混在其他五种橄榄油当中，让20个人做盲测。这种橄榄油口味独特、有趣。色泽清亮，非常辛辣。但在盲测结果中，它排名最后。排名最前的橄榄油是一瓶从超市买来，而且在我的灶台上被氧化了六个月的Whole Foods 365橄榄油。
我打算以一个很有意思的研究作为结束。这是年初由斯坦福大学和加州理工学院的研究人员发表的一项研究结果。他们在相同的红酒上挂了不同的标价。如你所知，很多人说他们更喜欢较贵的酒，酒其实都一样，只是他们不知道罢了。但意想不到的是这些研究人员在被测对象喝酒时对他们进行了脑部核磁共振扫描。结果表明，他们不只是嘴里说更喜欢较贵、标价更高的酒，他们的大脑也显示他们确实更快乐。
谢谢。