{"id":6134,"date":"2020-01-12T22:48:39","date_gmt":"2020-01-12T19:48:39","guid":{"rendered":"http:\/\/vine-nn.ru\/vins-un-paradokss-izvele\/"},"modified":"2020-01-12T22:48:39","modified_gmt":"2020-01-12T19:48:39","slug":"vins-un-paradokss-izvele","status":"publish","type":"post","link":"https:\/\/vine-nn.ru\/lv\/vins-un-paradokss-izvele\/","title":{"rendered":"V\u012bns un “paradokss izv\u0113le”"},"content":{"rendered":"

<\/p>\n

\nSimtiem v\u012bnu \u2013 simtiem uzl\u012bmju, \u2013 k\u0101 izv\u0113l\u0113ties? Iesp\u0113jams, pasaul\u0113 ir tik daudz nevajag?\n<\/p>\n

\nPaz\u012bstama saj\u016bta, kad lielveikal\u0101 pieej pie plauktiem ar brokastu p\u0101rsl\u0101m un ieej stupors no pusotra desmitiem iepakojumi, no kur\u0101m katra sola “ide\u0101ls dienas s\u0101kums”? Vai desmit \u0161amp\u016bni, \u043d\u0430\u0441\u0442\u0430\u0438\u0432\u0430\u044e\u0449\u0438\u0445 uz to, ka katr\u0101 \u2013 unik\u0101la formula r\u016bp\u0113ties par j\u016bsu bezcer\u012bga folikulu?\n<\/p>\n

\nTie\u0161i t\u0101.\n<\/p>\n

\nBag\u0101t\u012bba izv\u0113les, ar kuriem m\u0113s saskaramies, var likt sl\u0101p\u0113t\u0101ju. Un \u0161is jaut\u0101jums ir k\u013cuvusi par p\u0113t\u012bjumu, kas izrais\u012bja daudz str\u012bdu gr\u0101mat\u0101 psihologa Barry \u0428\u0432\u0430\u0440\u0442\u0446\u0430 (Barry Schwartz) “Paradokss izv\u0113les: k\u0101p\u0113c maz\u0101k noz\u012bm\u0113 vair\u0101k?”, public\u0113ja 2004. gad\u0101. Taj\u0101 autors apgalvo, ka izv\u0113le dod br\u012bv\u012bbu, bet tikai pirms k\u0101da robe\u017ea.\n<\/p>\n

\n “Ar pieaugo\u0161o skaitu iesp\u0113j\u0101m, pieaug negat\u012bvo ietekmi \u2013 l\u012bdz br\u012bdim, kad pie mums notiek p\u0101rkrau\u0161ana, un izv\u0113le vairs nav mums dod br\u012bv\u012bbu, bet nogurdina un rada neskaidr\u012bbas. Reiz\u0113m pat var run\u0101t par tir\u0101niju izv\u0113le”\n <\/p>\n

\nNu, labi, pats \u0428\u0432\u0430\u0440\u0442\u0446 atz\u012bst, ka tir\u0101niju pie lielveikalu plauktiem \u2013 tas var jau p\u0101r\u0101k daudz. Un tom\u0113r, k\u0101 par\u0101d\u012bja zin\u0101mu tagad p\u0113t\u012bjums par pirc\u0113ju uzved\u012bbu d\u017eema, cilv\u0113ki ir vair\u0101k tend\u0113tas veikt pirkumu apst\u0101k\u013cos arvien vair\u0101k sa\u0161aurin\u0101t izv\u0113li. Turpm\u0101kie par \u0161o p\u0113t\u012bjumu, \u0161\u0137iet, apstiprina teoriju “maz\u0101k ir lab\u0101k”, nor\u0101dot, ka ir p\u0101r\u0101k pla\u0161a izv\u0113le var b\u016bt p\u0101rm\u0113r\u012bgs.\n<\/p>\n

\nPort\u0101ls Wine Mekl\u0113t\u0101js satur inform\u0101ciju par vair\u0101k nek\u0101 6,8 miljonus da\u017e\u0101du v\u012bnu. Ja m\u0113\u0123in\u0101t pa vienam vainu dien\u0101, tad par \u0161\u0101du summu aizies 18617 gadiem, bet to nepietiks, jo katru gadu izn\u0101k jauns vintage.\n<\/p>\n

\nJums nerastos domas, ka pasaul\u0113 nav nepiecie\u0161ams tik daudz v\u012bnu? Pat visvair\u0101k s\u012bksts v\u012bna maniaks ar t\u0113rauda akn\u0101m nesp\u0113s vi\u0146u p\u0101rsp\u0113t. \u0160\u0101da da\u017e\u0101d\u012bba priec\u0113 v\u012bna entuziasti, bet ar\u012b ne visi, kas princip\u0101 dzer v\u012bnu, dal\u012bties ar savu fan\u0101tismu. Daudziem pat\u0113r\u0113t\u0101jiem v\u012bns \u2013 ne vair\u0101k k\u0101 l\u012bdzeklis atp\u016btai p\u0113c darba dienas, kad b\u0113rni \u012bstenot gul\u0113t.\n<\/p>\n

\nPapildus izv\u0113li no milz\u012bg\u0101 daudzuma v\u012bnu, pirms pat\u0113r\u0113t\u0101js ir v\u0113l viens r\u0113busus: to eti\u0137etes, no kur\u0101m daudzas satur \u0101rvalstu uzraksti, saprast, kas ir viegli, ja neesi m\u0101c\u012bjies v\u012bna skol\u0101. Piem\u0113ram, k\u0101 vidusm\u0113ra pils\u0113tnieks prat\u012bs uzmin\u0113t, ka Pouilly-Fuisse (Pouilly-\u0424\u044e\u0441\u0441\u0435) \u2013 tas ir chardonnay no Burgundijas, un Pouilly-Fume (Pouilly-Velkmes) \u2013 sauvignon no Lu\u0101ras? Un k\u0101 tas paties\u012bb\u0101 gar\u0161o?\n<\/p>\n

\nNu j\u0101, tas ir lielisks iemesls, lai dotos m\u0101c\u012bties. Ta\u010du liel\u0101kajai da\u013cai pat\u0113r\u0113t\u0101ju v\u012bna kursi \u2013 nav top\u0101 priorit\u0101t\u0113m. K\u0101 liecina aptaujas, ko Wine Intelligence, liel\u0101k\u0101 da\u013ca izv\u0113l\u0113ties labu v\u012bnu pa\u013caujas uz draugu ieteikumiem, promo akcijas, slavens z\u012bmols vai vienk\u0101r\u0161i m\u012b\u013c\u0101kie v\u012bnogu \u0161\u0137irne.\n <\/p>\n

\nBet paradokss un citi, pat p\u0113rkot vienas un t\u0101s pa\u0161as vaina, cilv\u0113ki m\u0113dz iet aiz vi\u0146iem, tur, kur ir liel\u0101ka izv\u0113le… ko vi\u0146i bauda.\n<\/p>\n

\nPadomi konsultantu tirdzniec\u012bbas viet\u0101s un ar\u012b sp\u0113l\u0113 lomu. P\u0113t\u012bjums 2014. gad\u0101 uz\u0146\u0113muma Technomic, konstat\u0113ts, ka ieteikumi \u043f\u0440\u043e\u0434\u0430\u044e\u0449\u0435\u0433\u043e person\u0101la ietekm\u0113 l\u0113mumu par vair\u0101k nek\u0101 tre\u0161da\u013cu pirc\u0113ju. Un, lai gan daudzos veikalos person\u0101ls un sasveicin\u0101s, kaut ar gr\u016bt\u012bb\u0101m, p\u0113t\u012bjumi atkal un atkal pier\u0101da, cik svar\u012bgi ir kvalific\u0113tu apr\u016bpes darbinieku pan\u0101kumu v\u012bna \u0440\u043e\u0437\u043d\u0438\u0446\u044b.\n<\/p>\n

\nStarp citu, ASV 4 no 10 pudeles p\u0101rdod lielveikalos (Uk 8 no 10), bet tur, at\u0161\u0137ir\u012bb\u0101 no v\u012bna veikali\u0146i, par t\u0113mu person\u0101la kvalifik\u0101cijas \u0437\u0430\u043c\u043e\u0440\u0430\u0447\u0438\u0432\u0430\u044e\u0442\u0441\u044f reti (lai gan da\u017eos lielveikalos s\u0101ka par\u0101d\u012bties elektronisk\u0101s mekl\u0113\u0161anas sist\u0113mas ar rekomend\u0101cij\u0101m). T\u0101p\u0113c nav br\u012bnums, ka masu pat\u0113r\u0113t\u0101ju padara izv\u0113li, pamatojoties uz rekl\u0101mas akciju, pazi\u0146\u0101m \u0161\u0137ir\u0146u un skaistas eti\u0137etes.\n<\/p>\n

<\/p>\n

\nLet ‘ s atz\u012bst: vienk\u0101r\u0161am pat\u0113r\u0113t\u0101jam tr\u016bkst vienk\u0101r\u0161as, viegli saprotamiem krit\u0113rijiem, lai sal\u012bdzin\u0101tu daudziem tik l\u012bdz\u012bgi cits citam pudeles. Iesp\u0113jams, atvieglotu izv\u0113li, samazinot skaitu par to, ka vajag sal\u012bdzin\u0101t?\n<\/p>\n

\nPie kam, ne tikai lielveikali var\u0113tu \u0443\u0436\u0430\u0442\u044c sortimentu, lai padar\u012btu smadzenes pirc\u0113ja. Ra\u017eot\u0101ji ar\u012b var\u0113tu m\u0113\u0123in\u0101t tur\u0113t sevi rok\u0101s. V\u0113dera uzp\u016b\u0161an\u0101s sortimenta reiz\u0113m p\u0101riet visas sapr\u0101t\u012bg\u0101s robe\u017eas. Sine Qua Non, maina nosaukumu un izskatu saviem v\u012bniem, par katru gadu \u2013 tas, protams, ir ekstr\u0113ms gad\u012bjums, \u2013 vi\u0146a antics vismaz apmaks\u0101jami bag\u0101ts ar faniem z\u012bmolu, bet ar\u012b bez vi\u0146a netr\u016bkst ierindas ra\u017eot\u0101ji nevar palikt: un ar zelta \u0442\u0435\u0441\u0435\u043c\u043e\u0447\u043a\u043e\u0439, un ar zilu \u043a\u0430\u0435\u043c\u043e\u0447\u043a\u043e\u0439, un “licence” un “\u043b\u0438\u043c\u0438\u0442\u0438\u0440\u043e\u0432\u0430\u043d\u043d\u044b\u0435” \u2013 uz \u0441\u0443\u0440\u0433\u0443\u0447\u0435, koka atvilktn\u0113s ar stariem, siena un \u043a\u043d\u0438\u0436\u0435\u0447\u043a\u043e\u0439…\n<\/p>\n

\nPasaulei nevajag tik daudz v\u012bna. Pasaules v\u012bna ra\u017eo\u0161anas, jau stipri \u043e\u043f\u0435\u0440\u0435\u0434\u0438\u043b\u043e pat\u0113ri\u0146u. Un, lai gan Eiropas savien\u012bba pie\u0146em pas\u0101kumus, lai ierobe\u017eotu v\u012bna upes, izmantojot reformas nozar\u0113, un ra\u017eas 2012 bija neliels, v\u012bna joproj\u0101m ra\u017eo vair\u0101k, nek\u0101 pat\u0113r\u0113.\n<\/p>\n

\nEs neapgalvoju, masveid\u0101 sl\u0113gt v\u012bna dar\u012btavas. Likt limits ir 5 v\u012bnu, lai vi\u0146iem nav ar\u012b iesaku (kaut gan apdom\u0101t, varb\u016bt ideja nav tik briesm\u012bgi), bet j\u0113dziens “maz\u0101k noz\u012bm\u0113 vair\u0101k” noteikti ir \u0440\u0435\u0437\u043e\u043d. Daudzveid\u012bba un dzi\u013cums v\u012bna tirgus var un saj\u016bsmu, un nobied\u0113t \u2013 ir atkar\u012bgs no attieksmes. Bet tiem no mums, kas ir ateja ar v\u012bna nozar\u0113, ir v\u0113rts par\u016bp\u0113ties par to, lai vidusm\u0113ra pat\u0113r\u0113t\u0101js nav \u0445\u0432\u0430\u0442\u0430\u043b\u0441\u044f aiz matiem, izv\u0113loties v\u012bnu.<\/p>\n","protected":false},"excerpt":{"rendered":"

Simtiem v\u012bnu \u2013 simtiem uzl\u012bmju, \u2013 k\u0101 izv\u0113l\u0113ties? Iesp\u0113jams, pasaul\u0113 ir tik daudz nevajag? Paz\u012bstama saj\u016bta, kad lielveikal\u0101 pieej pie plauktiem ar brokastu…<\/p>\n","protected":false},"author":1,"featured_media":1268,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37],"tags":[],"class_list":["post-6134","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-saistita-informacija"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/vine-nn.ru\/lv\/wp-json\/wp\/v2\/posts\/6134","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vine-nn.ru\/lv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vine-nn.ru\/lv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vine-nn.ru\/lv\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vine-nn.ru\/lv\/wp-json\/wp\/v2\/comments?post=6134"}],"version-history":[{"count":0,"href":"https:\/\/vine-nn.ru\/lv\/wp-json\/wp\/v2\/posts\/6134\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vine-nn.ru\/lv\/wp-json\/wp\/v2\/media\/1268"}],"wp:attachment":[{"href":"https:\/\/vine-nn.ru\/lv\/wp-json\/wp\/v2\/media?parent=6134"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vine-nn.ru\/lv\/wp-json\/wp\/v2\/categories?post=6134"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vine-nn.ru\/lv\/wp-json\/wp\/v2\/tags?post=6134"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}