这篇文档讨论了怀旧情绪、沉没成本谬误以及企业中的遗留系统问题。

1. 怀旧：辛普森教授首先介绍了怀旧的神经科学基础。怀旧是一种普遍的体验，从儿童时期就开始，通常由熟悉的刺激（如音乐、气味）以及负面情绪引发。研究表明，情绪低落或寒冷的温度都能触发怀旧情绪，这会激活大脑中特定的区域。

2. 沉没成本谬误：哈桑博士解释了沉没成本谬误，这是一种心理倾向，即由于之前的时间或金钱投入而继续某个行动，即使不再合理。这种本能会导致人们做出不理性的决定，因为他们觉得无法摆脱过去的投入，即使当前情况已不适合继续。

3. 企业中的遗留系统：斯蒂芬·约翰逊探讨了怀旧和沉没成本谬误在技术领域中的实际影响，尤其是在大型企业的遗留系统问题上。他指出，特别是大型银行在更新陈旧系统时会面临巨大的挑战，如高成本、安全性问题和数据迁移的复杂性。这些企业因对旧系统的投资和熟悉而犹豫不决，使它们在与拥有灵活现代系统的竞争者对抗中处于劣势。

*This document discusses nostalgia, the sunk cost fallacy, and legacy system issues in business.

1. Nostalgia: Professor Simpson introduces the neuroscience behind nostalgia, a universal experience that begins in childhood and is often triggered by familiar stimuli (e.g., music, smells) and negative emotions. Studies show that bad moods or cold temperatures can evoke nostalgia, activating specific brain areas.

2. Sunk Cost Fallacy: Dr. Hassam explains the sunk cost fallacy, a psychological tendency to continue an endeavor due to prior time or money investment, even when it may no longer be rational. This instinct can lead people to make poor decisions, feeling bound by past investments despite current irrelevance.

3. Legacy Systems in Business: Stephen Johnson addresses the practical implications of nostalgia and the sunk cost fallacy in technology, particularly in the context of legacy systems in large businesses. He notes that large banks face major challenges when updating outdated systems due to high costs, security concerns, and data migration complexity. The investment and familiarity with old systems lead to hesitancy, leaving these companies vulnerable to competitors with modern, flexible systems.

3. Bilibili视频：深入理解怀旧与沉没成本

在下方的视频中，我们可以更深入地了解怀旧情绪的触发机制，以及为什么人们会受到沉没成本的影响。点击观看视频，获取更多信息。

*以下是完整的英文原文与中文翻译：

1. OK, so I’m going to start this session on nostalgia with a brief introduction to the prevailing theories within neuroscience.
   好的，现在我要通过一个简要的介绍开始这次关于怀旧的讲座，这将涉及神经科学中的主流理论。

2. That is, what happens in the brain when a person is feeling nostalgic.
   也就是说，当一个人感到怀旧时，大脑中会发生什么。

3. The practical aspects of this will be picked up later by Doctor Hassam and Stephen Johnson.
   实际的应用部分将由哈桑博士和斯蒂芬·约翰逊在稍后的演讲中介绍。

4. In their presentations, doctor Hassan will address the sunk cost fallacy, a fascinating exploration of reactions in the present to decisions made in the past.
   在他们的演讲中，哈桑博士将讨论沉没成本谬误，这是一项关于人们对过去决策的现时反应的有趣研究。

5. Stephen will finish by examining the legacy issues faced by many companies nowadays, particularly in the area of technology.
   斯蒂芬将以探讨许多现代公司面临的遗留问题作为结尾，特别是在技术领域。

6. Now, from a theoretical perspective, we need to remember that nostalgia is a universal experience.
   从理论的角度来看，我们需要记住，怀旧是一种普遍的体验。

7. Studies show it starts from an early age around eight and regardless of culture, research shows that people feel nostalgic for aspects of their personal histories.
   研究表明，这种体验从大约八岁就开始了，而且无论文化如何，研究显示人们会怀旧于他们个人历史中的一些方面。

8. What interests me is what changes are observable in the brain when a subject experiences nostalgia?
   我感兴趣的是，当一个人感到怀旧时，大脑中可观察到的变化是什么？

9. What is the actual mechanism of nostalgia, if you like, and what triggers those changes?
   怀旧的实际机制是什么？以及是什么引发了这些变化？

10. Looking at these two aspects will enable us to consider how nostalgia relates to other psychological phenomena, and then we can use this understanding in the field of behavioral sciences, which Doctor Hassam will explain more about, and economics Stephen Johnson’s area.
    研究这两个方面可以让我们考虑怀旧与其他心理现象的关系，然后我们可以在行为科学领域运用这种理解，哈桑博士会对此作出更多解释，而经济学则是斯蒂芬·约翰逊的领域。

11. So starting with the triggers, the most obvious stimulators of nostalgia are meeting old friends, hearing music, especially music we listened to between the ages of twelve and 22 and childhood, smells food and so on.
    从触发因素开始，怀旧最明显的诱因是遇见老朋友、听到我们12到22岁时听过的音乐、童年气味、食物等。

12. The French writer Priest springs to mind, assuming you are familiar with his novels.
    法国作家普鲁斯特让我想起了这个，假设你们熟悉他的小说。

13. But surprisingly, I think these are not actually the most common triggers.
    但是令人惊讶的是，我认为这些实际上并不是最常见的触发因素。

14. According to a series of studies published in 2006 in the Journal of Personality and Social Psychology, the most common appears to be bad moods.
    根据2006年发表在《人格与社会心理学杂志》上的一系列研究，最常见的触发因素似乎是坏情绪。

15. Now, these moods may sometimes be a result of loneliness, which seems a natural cause effect, but actually, any bad mood appears to trigger nostalgia.
    这些情绪有时可能是孤独的结果，这看起来是自然而然的因果关系，但实际上，任何坏情绪都似乎能引发怀旧。

16. And so, by the way, does being cold.
    顺便说一句，感到寒冷也会引发怀旧。

17. So there are some fundamentals.
    以上是一些基本情况。

18. From a neuroscientific perspective, there are many practical applications of this science of nostalgia, which Doctor Hassam and Stephen will tell you more about now.
    从神经科学的角度来看，怀旧科学有很多实际应用，哈桑博士和斯蒂芬稍后会向你们介绍。

19. DR Hassam, thank you.
    哈桑博士，谢谢你。

20. Now, as Professor Simpson has noted, my area is behavioral science.
    正如辛普森教授所指出的，我的研究领域是行为科学。

21. Today, I’m focusing on what we call the sunk cost fallacy.
    今天，我关注的是我们所说的沉没成本谬误。

22. As you may know, this is the mistake we are prone to making when we take into account prior costs, when making a decision on whether or not to continue a course of action, whether to throw good money after bad.
    正如你们所知，这是一种当我们在决定是否继续某项行动时，考虑先前成本的错误做法，也就是俗语所说的“死马当活马医”。

23. As the old proverb has it, this some cost Fallacy does seem to be an inherited instinct, similar to nostalgia, as outlined by Professor Simpson, which guides us to poor choices.
    如老话所说，这种沉没成本谬误似乎是一种遗传的本能，类似于辛普森教授所描述的怀旧，指引我们作出不明智的选择。

24. In the end, people have a tendency to continue with a plan of action just because they have invested in it time and or money, not because it is a good strategy now.
    最终，人们倾向于继续执行某项计划，仅仅因为他们已投入了时间或金钱，而不是因为当前这是一个好的策略。

25. But this does lead us to question why we have developed this behavior.
    但这也让我们质疑为何我们会发展出这种行为。

26. Perhaps not giving up has some hidden benefits.
    也许坚持下去有某些隐藏的好处。

27. When we make the initial decision, we have good reasons for making it, provided that we are trying to act rationally.
    当我们做出最初的决定时，我们有充分的理由去做，前提是我们试图做出理性的行为。

28. Of course, however, once time has gone by, we have a very strong tendency to forget our initial reasons.
    当然，然而，随着时间的推移，我们有很强的倾向去忘记最初的理由。

29. We then find ourselves in a difficult position in the present when we have put in time and money and not yet reached the desired outcome.
    然后，我们发现自己在当下的处境很困难，已经投入了时间和金钱，但还未达到预期的结果。

30. Do we continue with our actions though they require more effort, time, money, or whatever? Or do we cut our losses and refuse to invest any further?
    我们是继续这些行动，尽管它们需要更多的努力、时间、金钱等，还是放弃并拒绝进一步投资？

31. Now, the fallacy theory is that usually we follow that instinct and keep going in order to get something back from our investment.
    现在，谬误理论认为我们通常会遵循本能并继续，以期从投资中获得一些回报。

32. This can mean we end up spending far more than we would ever consider sensible on an outcome that simply isn’t worth it.
    这可能意味着我们最终花费的远超过我们认为合理的数目，而得到的结果根本不值得。

33. Most business advisers say this is a mistake.
    大多数商业顾问认为这是一个错误。

34. However, there is also an argument that the feeling that prevents us from giving up and walking away is a memory of just how important the initial decision was.
    然而，也有一种观点认为，阻止我们放弃的感觉其实是对最初决策重要性的记忆。

35. The fact that the feeling remains means that we need to at least seriously try to uncover the original reasons for making the choice, and consider these before deciding to walk away from the present problem.
    这种感觉的存在意味着我们至少需要认真回顾做出选择的初衷，并在决定是否放弃当前问题前考虑这些理由。

36. OK, thank you, Professor Simpson and Doctor Hassan.
    好的，谢谢辛普森教授和哈桑博士。

37. So I’m here to talk about a very specific business problem relating to the past and nostalgia.
    那么我在这里要谈论一个非常特定的、与过去和怀旧相关的业务问题。

38. On the surface, it may not seem to have much to do with what our previous speakers were describing, but I hope you’ll see the connections shortly.
    表面上看，它似乎与我们前面演讲者描述的内容关系不大，但我希望你们很快会看到其中的联系。

39. The problem I’m talking about concerns legacy systems.
    我谈论的问题涉及遗留系统。

40. These are defined as technological systems, which were good in their day, but which are now no longer good enough for today’s business world.
    这些系统是当时先进的技术系统，但现在已经不再适应当今的商业世界。

41. So what do you do when your computer system is too old to do the job properly?
    那么，当你的计算机系统太老而无法正常工作时，你会怎么做？

42. Easy. You say, just change it, upgrade it.
    很简单，你会说，只需更换它，升级它。

43. Well, I’ve got bad news for you. It’s not that easy.
    不过，我要告诉你一个坏消息，事情并非那么简单。

44. Unfortunately, for a complex company such as a major bank, changing the computer system is a major strategic decision.
    不幸的是，对于像大型银行这样的复杂公司而言，改变计算机系统是一项重大的战略决策。

45. I’m not talking about a change, but a complete transformation of every system, every process, every role.
    我不是在谈论一个简单的更换，而是对每个系统、每个流程、每个角色进行彻底的转型。

46. There is the cost, the security implications, and the data transfer.
    其中涉及成本、安全问题和数据转移。

47. For a big bank with millions of customers worldwide, it’s a nightmare.
    对于一个拥有数百万全球客户的大银行来说，这是一个噩梦。

48. So many things can go wrong in the changeover.
    在转换过程中可能会出很多问题。

49. But, well, without change, the company is locked into an outdated system, a legacy system that holds them back, prevents innovation, and – and this is at the root of the problem – it leaves them vulnerable to competition by smaller, more flexible banks with up-to-date systems.
    但是，不进行变革，公司就会被锁定在一个过时的系统中，这个遗留系统限制了它们的发展，阻碍了创新——而这正是问题的根源。它使公司容易受到使用最新系统的小型灵活银行的竞争威胁。

50. Part of the problem is an unwillingness to change.
    问题的一部分在于不愿意改变。

51. After all, the system worked before, the bank was profitable, and as we said, has millions of supposedly satisfied customers.
    毕竟，系统曾经奏效，银行是有利可图的，并且如我们所说，有数百万满意的客户。

52. Why change? And of course, everyone has adapted their own skills to match how it works or doesn’t work.
    为什么要改变？当然，每个人都已调整了自己的技能以适应它的运作方式或不运作的方式。

53. Now, the connection to Professor Simpson’s area should be becoming evident.
    现在，辛普森教授的领域与此的联系应该开始显现。

54. As she has already said, nostalgia is a neurological phenomenon rooted in our evolutionary past, so it’s not easy to override, except with a real effort.
    正如她已经提到的那样，怀旧是一种根植于我们进化历史中的神经现象，所以不容易克服，除非有真正的努力。

55. Instincts die hard.
    本能难以磨灭。

56. To effect change, you have to focus on the outcome and give up worrying about the huge amount of prior work and cost.
    要实现变革，你必须专注于结果，而不要去担心以前投入的大量工作和成本。

57. And as already highlighted by Doctor Hassam, the sunk cost fallacy is a factor in any decision where work and money have already been expended.
    正如哈桑博士已经强调的那样，沉没成本谬误是任何已投入时间和金钱的决策中的一个因素。