{"id":35993,"date":"2023-12-08T11:35:54","date_gmt":"2023-12-08T11:35:54","guid":{"rendered":"https:\/\/masterskills.org\/blog\/hieu-ung-mo-neo-anchoring-effect-la-gi-ban-chat-va-ung-dung-trong-kinh-doanh.html"},"modified":"2023-12-23T21:01:36","modified_gmt":"2023-12-23T14:01:36","slug":"hieu-ung-mo-neo-anchoring-effect-la-gi-ban-chat-va-ung-dung-trong-kinh-doanh","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/hieu-ung-mo-neo-anchoring-effect-la-gi-ban-chat-va-ung-dung-trong-kinh-doanh.html","title":{"rendered":"Hi\u1ec7u \u1ee9ng m\u1ecf neo (Anchoring effect) l\u00e0 g\u00ec? B\u1ea3n ch\u1ea5t v\u00e0 \u1ee9ng d\u1ee5ng trong kinh doanh"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda. Ngu\u1ed3n Six Degrees<\/p>\n<\/div>\n<\/div>\n

Hi\u1ec7u \u1ee9ng m\u1ecf neo (Anchoring effect)<\/font><\/h2>\n

\u0110\u1ecbnh ngh\u0129a<\/b><\/p>\n

Hi\u1ec7u \u1ee9ng m\u1ecf neo<\/b> trong ti\u1ebfng Anh l\u00e0 Anchoring effect<\/b>.<\/p>\n

\n<\/p>\n<\/header>\n

Hi\u1ec7u \u1ee9ng m\u1ecf neo<\/i> l\u00e0 m\u1ed9t d\u1ea1ng nh\u1eadn th\u1ee9c sai l\u1ec7ch khi\u1ebfn m\u1ecdi ng\u01b0\u1eddi t\u1eadp trung v\u00e0o ph\u1ea7n th\u00f4ng tin c\u00f3 s\u1eb5n \u0111\u1ea7u ti\u00ean (m\u1ecf neo) \u0111\u01b0\u1ee3c trao cho h\u1ecd khi \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh.<\/p>\n

B\u1ea3n ch\u1ea5t<\/font><\/h3>\n
\n<\/section>\n

Theo hi\u1ec7u \u1ee9ng m\u1ecf neo<\/i>, m\u1ecdi ng\u01b0\u1eddi th\u01b0\u1eddng d\u1ef1a v\u00e0o th\u00f4ng tin xu\u1ea5t hi\u1ec7n tr\u01b0\u1edbc \u0111\u1ec3 so s\u00e1nh c\u0169ng nh\u01b0 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh.<\/p>\n

N\u00f3i \u0111\u01a1n gi\u1ea3n, n\u1ebfu c\u00f3 ng\u01b0\u1eddi n\u00f3i cho b\u1ea1n bi\u1ebft chi ph\u00ed \u0111\u1ec3 t\u1ea1o ra quy\u1ec3n s\u00e1ch A l\u00e0 40 ngh\u00ecn \u0111\u1ed3ng r\u1ed3i \u0111\u1ed1 b\u1ea1n chi ph\u00ed c\u1ee7a quy\u1ec3n s\u00e1ch B, b\u1ea1n s\u1ebd d\u1ef1a v\u00e0o con s\u1ed1 \u0111\u1ea7u ti\u00ean n\u00e0y \u0111\u1ec3 so s\u00e1nh v\u00e0 \u01b0\u1edbc t\u00ednh chi ph\u00ed s\u1ea3n xu\u1ea5t c\u1ee7a B. K\u1ebft qu\u1ea3 l\u00e0 gi\u00e1 \u01b0\u1edbc t\u00ednh c\u1ee7a b\u1ea1n s\u1ebd xoay quanh con s\u1ed1 40 ngh\u00ecn \u0111\u1ed3ng.<\/p>\n

\u1ee8ng d\u1ee5ng c\u1ee7a hi\u1ec7n t\u01b0\u1ee3ng m\u1ecf neo trong kinh doanh<\/font><\/h3>\n

– S\u1eed d\u1ee5ng th\u00f4ng tin kh\u00f4ng li\u00ean quan \u0111\u1ec3 neo t\u01b0 duy<\/b><\/p>\n

V\u00ec t\u00e2m tr\u00ed con ng\u01b0\u1eddi th\u01b0\u1eddng b\u1ecb neo \u1edf th\u00f4ng tin \u0111\u1ea7u ti\u00ean, t\u1eeb \u0111\u00f3 ra quy\u1ebft \u0111\u1ecbnh m\u1ed9t c\u00e1ch v\u00f4 th\u1ee9c, n\u00ean khi vi\u1ebft n\u1ed9i dung qu\u1ea3ng c\u00e1o ta c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng m\u1ed9t s\u1ed1 th\u00f4ng tin kh\u00f4ng li\u00ean quan \u0111\u1ec3 neo t\u01b0 duy c\u1ee7a kh\u00e1ch tr\u01b0\u1edbc khi \u0111\u01b0a ra gi\u00e1 s\u1ea3n ph\u1ea9m.<\/p>\n

– Thay \u0111\u1ed5i \u0111\u01a1n v\u1ecb \u0111\u1ec3 neo t\u01b0 duy<\/b><\/p>\n

Janiszewski v\u00e0 Uy (2008)<\/i> \u0111\u00e3 ph\u00e1t hi\u1ec7n th\u00eam r\u1eb1ng, kh\u00f4ng ch\u1ec9 b\u1ecb neo t\u01b0 duy b\u1edfi th\u00f4ng tin \u0111\u1ea7u ti\u00ean, con ng\u01b0\u1eddi c\u00f2n b\u1ecb neo v\u00e0o \u0111\u01a1n v\u1ecb c\u1ee7a neo n\u1eefa.<\/p>\n

N\u00f3i \u0111\u01a1n gi\u1ea3n, n\u1ebfu s\u1eed d\u1ee5ng neo l\u00e0 1.000 USD, kh\u00e1ch h\u00e0ng s\u1ebd \u0111i\u1ec1u ch\u1ec9nh m\u1ee9c gi\u00e1 d\u1ef1 \u0111o\u00e1n theo \u0111\u01a1n v\u1ecb ngh\u00ecn USD; trong khi n\u1ebfu s\u1eed d\u1ee5ng neo l\u00e0 995 USD, h\u1ecd s\u1ebd \u0111i\u1ec1u ch\u1ec9nh d\u1ef1 \u0111o\u00e1n c\u1ee7a m\u00ecnh theo \u0111\u01a1n v\u1ecb th\u1ea5p h\u01a1n (ch\u1ee5c USD ho\u1eb7c USD \u0111\u01a1n v\u1ecb).<\/p>\n

– Thay \u0111\u1ed5i c\u00e1ch s\u1eafp x\u1ebfp c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1ec3 neo t\u01b0 duy<\/b><\/p>\n

M\u1ed9t s\u1ed1 qu\u00e1n \u0103n, qu\u00e1n c\u00e0 ph\u00ea th\u01b0\u1eddng d\u00f9ng chi\u00eau n\u00e0y. Thay v\u00ec x\u1ebfp s\u1ea3n ph\u1ea9m theo gi\u00e1 t\u1eeb th\u1ea5p \u0111\u1ebfn cao, h\u1ecd l\u1ea1i \u0111\u01b0a s\u1ea3n ph\u1ea9m \u0111\u1eb7c tr\u01b0ng, gi\u00e1 cao c\u1ee7a qu\u00e1n l\u00ean tr\u00ean \u0111\u1ea7u th\u1ef1c \u0111\u01a1n. Sau \u0111\u00f3, khi kh\u00e1ch h\u00e0ng nh\u00ecn xu\u1ed1ng d\u01b0\u1edbi, h\u1ecd s\u1ebd th\u1ea5y gi\u00e1 c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c c\u00f3 v\u1ebb r\u1ebb h\u01a1n so v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1eb7c tr\u01b0ng kia.<\/p>\n

– Nh\u1ea5n m\u1ea1nh gi\u00e1 t\u1ed5ng tr\u01b0\u1edbc khi gi\u1ea3m gi\u00e1<\/b><\/p>\n

V\u00ed d\u1ee5, khi kh\u00e1ch h\u1ecfi gi\u00e1, gi\u1ea3 s\u1eed b\u1ea1n c\u00f3 s\u1ea3n ph\u1ea9m gi\u00e1 100 ngh\u00ecn \u0111\u1ed3ng, chi ph\u00ed v\u1eadn chuy\u1ec3n th\u01b0\u1eddng \u00e1p d\u1ee5ng l\u00e0 20 ngh\u00ecn \u0111\u1ed3ng tr\u00ean m\u1ed9t \u0111\u01a1n h\u00e0ng. Tuy nhi\u00ean, nh\u00f3m kh\u00e1ch h\u00e0ng n\u00e0y \u0111ang \u0111\u01b0\u1ee3c h\u01b0\u1edfng ch\u00ednh s\u00e1ch mi\u1ec5n ph\u00ed v\u1eadn chuy\u1ec3n, th\u00ec thay v\u00ec n\u00f3i:<\/p>\n

“C\u00e1i n\u00e0y 100 ngh\u00ecn \u0111\u1ed3ng, mi\u1ec5n ph\u00ed giao h\u00e0ng nha”.<\/p>\n

th\u00ec h\u00e3y n\u00f3i:<\/p>\n

“C\u00e1i n\u00e0y t\u1ed5ng c\u1ed9ng 120 ngh\u00ecn \u0111\u1ed3ng (s\u1ea3n ph\u1ea9m 100, ph\u00ed giao h\u00e0ng 20), nh\u01b0ng hi\u1ec7n t\u1ea1i anh \u0111ang \u0111\u01b0\u1ee3c \u01b0u \u0111\u00e3i mi\u1ec5n ph\u00ed v\u1eadn chuy\u1ec3n n\u00ean c\u00f2n 100 ngh\u00ecn \u0111\u1ed3ng th\u00f4i anh nh\u00e9.”<\/p>\n

M\u1ed9t ph\u1ea7n b\u1ea1n cho kh\u00e1ch h\u00e0ng th\u1ea5y b\u1ea1n \u0111\u00e3 \u01b0u \u0111\u00e3i h\u1ecd nhi\u1ec1u nh\u01b0 th\u1ebf n\u00e0o (James Irving Holcomb trong quy\u1ec3n Salesology c\u0169ng khuy\u1ebfn kh\u00edch n\u00ean n\u00f3i cho kh\u00e1ch h\u00e0ng bi\u1ebft m\u00ecnh \u0111\u00e3 \u01b0u \u0111\u00e3i h\u1ecd ch\u1ee9 \u0111\u1eebng im l\u1eb7ng l\u00e0m – s\u1ebd ch\u1eb3ng c\u00f3 ai tr\u00e2n tr\u1ecdng ta khi kh\u00f4ng h\u1ec1 hay bi\u1ebft l\u00e0 ta \u0111\u00e3 l\u00e0m g\u00ec cho h\u1ecd), m\u1ed9t ph\u1ea7n c\u0169ng nh\u1eafc h\u1ecd nh\u1edb v\u00e0 neo h\u1ecd l\u1ea1i con s\u1ed1 120 ngh\u00ecn \u0111\u1ed3ng m\u00e0 l\u1ebd ra h\u1ecd ph\u1ea3i tr\u1ea3, khi\u1ebfn h\u1ecd vui v\u1ebb h\u01a1n v\u1edbi m\u1ee9c gi\u00e1 100 ngh\u00ecn \u0111\u1ed3ng.<\/p>\n

– S\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m k\u00e9m \u0111\u1ec3 l\u00e0m m\u1ed1c so s\u00e1nh<\/b><\/p>\n

Nh\u1eefng ng\u01b0\u1eddi m\u00f4i gi\u1edbi b\u1ea5t \u0111\u1ed9ng s\u1ea3n hay s\u1eed d\u1ee5ng ph\u01b0\u01a1ng th\u1ee9c n\u00e0y. \u0110\u00f4i khi, h\u1ecd s\u1ebd d\u1eabn kh\u00e1ch \u0111\u1ebfn c\u0103n nh\u00e0 \u0111\u1ea7u ti\u00ean ch\u1ea5t l\u01b0\u1ee3ng th\u1ea5p m\u00e0 gi\u00e1 th\u00ec tr\u00ean m\u00e2y. Do \u0111\u00e3 b\u1ecb neo \u1edf c\u0103n nh\u00e0 \u0111\u1ea7u ti\u00ean n\u00e0y, n\u00ean nh\u1eefng c\u0103n ti\u1ebfp theo lu\u00f4n c\u00f3 v\u1ebb \u1ed5n h\u01a1n nhi\u1ec1u.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Tech Target; Hi\u1ec7u \u1ee9ng chim m\u1ed3i, NXB Kinh t\u1ebf TP. H\u1ed3 Ch\u00ed Minh)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Hi\u1ec7u \u1ee9ng m\u1ecf neo (ti\u1ebfng Anh: Anchoring effect) l\u00e0 m\u1ed9t d\u1ea1ng nh\u1eadn th\u1ee9c sai l\u1ec7ch khi\u1ebfn m\u1ecdi ng\u01b0\u1eddi t\u1eadp trung v\u00e0o ph\u1ea7n th\u00f4ng tin c\u00f3 s\u1eb5n \u0111\u1ea7u ti\u00ean (m\u1ecf neo) \u0111\u01b0\u1ee3c trao cho h\u1ecd khi \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[422],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35993"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=35993"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35993\/revisions"}],"predecessor-version":[{"id":68643,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35993\/revisions\/68643"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=35993"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=35993"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=35993"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}