{"id":35995,"date":"2023-12-08T11:36:01","date_gmt":"2023-12-08T11:36:01","guid":{"rendered":"https:\/\/masterskills.org\/blog\/hieu-ung-chim-moi-decoy-effect-la-gi.html"},"modified":"2023-12-23T21:01:36","modified_gmt":"2023-12-23T14:01:36","slug":"hieu-ung-chim-moi-decoy-effect-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/hieu-ung-chim-moi-decoy-effect-la-gi.html","title":{"rendered":"Hi\u1ec7u \u1ee9ng chim m\u1ed3i (Decoy effect) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda. Feedough<\/p>\n<\/div>\n<\/div>\n

Hi\u1ec7u \u1ee9ng chim m\u1ed3i (Decoy effect)<\/font><\/h2>\n

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

Hi\u1ec7u \u1ee9ng chim m\u1ed3i<\/b> trong ti\u1ebfng Anh l\u00e0 Decoy effect<\/b>.\u00a0Hi\u1ec7u \u1ee9ng chim m\u1ed3i<\/i> hay c\u00f2n g\u1ecdi l\u00e0 hi\u1ec7u \u1ee9ng m\u1ed3i nh\u1eed<\/i> hay hi\u1ec7u \u1ee9ng \u01b0u th\u1ebf b\u1ea5t c\u00e2n x\u1ee9ng<\/i> (ti\u1ebfng Anh: Asymmetric dominance effect).<\/p>\n

Hi\u1ec7u \u1ee9ng chim m\u1ed3i <\/b>\u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a l\u00e0 hi\u1ec7n t\u01b0\u1ee3ng theo \u0111\u00f3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng thay \u0111\u1ed5i s\u1edf th\u00edch c\u1ee7a h\u1ecd gi\u1eefa hai l\u1ef1a ch\u1ecdn khi l\u1ef1a ch\u1ecdn th\u1ee9 ba \u0111\u01b0\u1ee3c \u0111\u01b0a ra.<\/p>\n

T\u1ea1i sao g\u1ecdi l\u00e0 hi\u1ec7u \u1ee9ng chim m\u1ed3i?<\/font><\/h3>\n

C\u00e1c chuy\u00ean gia b\u1eaby chim th\u01b0\u1eddng hu\u1ea5n luy\u1ec7n m\u1ed9t con chim thu\u1ea7n th\u1ee5c d\u00f9ng \u0111\u1ec3 l\u00e0m “m\u1ed3i nh\u1eed” \u0111\u1ed3ng lo\u1ea1i. Khi nh\u1eefng con chim kh\u00e1c th\u1ea5y ch\u00fa “chim m\u1ed3i” b\u00ecnh an \u0111\u1eadu m\u1ed9t ch\u1ed7, \u0103n th\u1ee9c \u0103n nh\u1eed, th\u00ec theo t\u00e2m l\u00ed b\u1ea7y \u0111\u00e0n, ch\u00fang s\u1ebd s\u00e0 xu\u1ed1ng v\u00e0 m\u1eafc b\u1eaby. (Theo ieit<\/i>)<\/p>\n

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

\u0110\u1ec3 \u0111\u01a1n gi\u1ea3n, ta c\u00f3 v\u00ed d\u1ee5 nh\u01b0 sau: khi kh\u00e1ch h\u00e0ng \u0111ang kh\u00f3 quy\u1ebft gi\u1eefa hai l\u1ef1a ch\u1ecdn A v\u00e0 B, vi\u1ec7c th\u00eam l\u1ef1a ch\u1ecdn th\u1ee9 ba l\u00e0 “chim m\u1ed3i” c\u1ee7a B, gi\u00fap t\u00f4n v\u1ecb th\u1ebf c\u1ee7a B l\u00ean, s\u1ebd l\u00e0m kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y l\u1ef1a ch\u1ecdn B t\u1ed1t h\u01a1n h\u1eb3n.<\/p>\n

V\u00ed d\u1ee5<\/b><\/p>\n

N\u0103m 2010, Dan Ariely, gi\u00e1o s\u01b0 t\u00e2m l\u00ed h\u1ecdc ng\u01b0\u1eddi M\u1ef9 g\u1ed1c Israel trong m\u1ed9t th\u00ed nghi\u1ec7m t\u1ea1i tr\u01b0\u1eddng \u0111\u1ea1i h\u1ecdc MIT \u0111\u00e3 ph\u00e1t hi\u1ec7n v\u00e0i chi ti\u1ebft th\u00fa v\u1ecb. Ariely cho nh\u00f3m 100 sinh vi\u00ean \u0111\u01b0\u1ee3c quy\u1ec1n \u0111\u1eb7t mua b\u00e1o c\u1ee7a t\u1edd Economist v\u1edbi m\u1ee9c gi\u00e1 ni\u00eam y\u1ebft nh\u01b0 sau:<\/p>\n

– G\u00f3i 1: \u1ea4n ph\u1ea9m b\u00e1o m\u1ea1ng (web) – 59 \u0111\u00f4 la<\/p>\n

– G\u00f3i 2: \u1ea4n ph\u1ea9m b\u00e1o in – 125 \u0111\u00f4 la<\/p>\n

– G\u00f3i 3: \u1ea4n ph\u1ea9m b\u00e1o m\u1ea1ng v\u00e0 b\u00e1o in – 125 \u0111\u00f4 la<\/p>\n

K\u1ebft qu\u1ea3 thu \u0111\u01b0\u1ee3c: T\u1ed5ng doanh thu \u0111\u1ea1t m\u1ee9c 11.444 \u0111\u00f4 la. Trong \u0111\u00f3, 16 sinh vi\u00ean l\u1ef1a ch\u1ecdn \u1ea5n ph\u1ea9m b\u00e1o m\u1ea1ng v\u1edbi gi\u00e1 59 \u0111\u00f4 la; 84 sinh vi\u00ean mua \u1ea5n ph\u1ea9m b\u00e1o web v\u00e0 in v\u1edbi gi\u00e1 125 \u0111\u00f4 la; v\u00e0 kh\u00f4ng ai l\u1ef1a ch\u1ecdn phi\u00ean b\u1ea3n b\u00e1o in v\u1edbi c\u00f9ng m\u1ee9c gi\u00e1 \u0111\u00f3. \u0110i\u1ec1u n\u00e0y c\u0169ng d\u1ec5 hi\u1ec3u v\u00ec kh\u00f4ng ai mu\u1ed1n chi c\u00f9ng m\u1ed9t s\u1ed1 ti\u1ec1n \u0111\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c \u00edt \u1ea5n ph\u1ea9m h\u01a1n.<\/p>\n

Sau \u0111\u00f3, \u0111\u1ec3 so s\u00e1nh m\u1ee9c \u0111\u1ed9 \u1ea3nh h\u01b0\u1edfng c\u1ee7a g\u00f3i 2 (chim m\u1ed3i),\u00a0Dan Ariely th\u1ef1c hi\u1ec7n m\u1ed9t thay \u0111\u1ed5i v\u1edbi b\u1ea3ng gi\u00e1 ni\u00eam y\u1ebft b\u1eb1ng c\u00e1ch g\u1ee1 \u0111i l\u1ef1a ch\u1ecdn th\u1ee9 hai (\u1ea5n ph\u1ea9m b\u00e1o in gi\u00e1 125 \u0111\u00f4 la) v\u00e0 th\u1eed nghi\u1ec7m tr\u00ean m\u1ed9t nh\u00f3m sinh vi\u00ean kh\u00e1c c\u00f3 c\u00f9ng s\u1ed1 l\u01b0\u1ee3ng v\u1edbi nh\u00f3m ban \u0111\u1ea7u.<\/p>\n

L\u00fac n\u00e0y \u0111\u00e2y, doanh thu ch\u1ec9 d\u1eebng \u1edf m\u1ee9c 8.012 \u0111\u00f4 la. C\u1ee5 th\u1ec3, c\u00f3 68 sinh vi\u00ean \u0111\u1eb7t mua \u1ea5n ph\u1ea9m b\u00e1o web v\u1edbi gi\u00e1 59 \u0111\u00f4 la v\u00e0 s\u1ed1 l\u01b0\u1ee3ng sinh vi\u00ean l\u1ef1a ch\u1ecdn \u1ea5n ph\u1ea9m b\u00e1o web v\u00e0 in 125 \u0111\u00f4 la gi\u1ea3m c\u00f2n 32.<\/p>\n

K\u1ebft lu\u1eadn<\/b><\/p>\n

Nh\u01b0 v\u1eady, ch\u1ec9 b\u1eb1ng m\u1ed9t s\u1ef1 thay \u0111\u1ed5i th\u00eam b\u1edbt m\u1ed9t l\u1ef1a ch\u1ecdn, doanh thu \u0111\u1eb7t mua trong c\u1ea3 hai tr\u01b0\u1eddng h\u1ee3p \u0111\u00e3 c\u00f3 s\u1ef1 ch\u00eanh l\u1ec7ch l\u00ean \u0111\u1ebfn 3.432 \u0111\u00f4 la.<\/p>\n

N\u00f3i c\u00e1ch kh\u00e1c, n\u1ebfu \u0111ang \u00e1p d\u1ee5ng hai g\u00f3i s\u1ea3n ph\u1ea9m (g\u00f3i 1 v\u00e0 g\u00f3i 3), b\u00e1o Economist th\u00eam v\u00e0o m\u1ed9t g\u00f3i chim m\u1ed3i (g\u00f3i 2), th\u00ec doanh thu s\u1ebd t\u0103ng \u0111\u1ebfn g\u1ea7n 43%.<\/p>\n

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

\n Hi\u1ec7u \u1ee9ng chim m\u1ed3i (ti\u1ebfng Anh: Decoy effect) \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a l\u00e0 hi\u1ec7n t\u01b0\u1ee3ng theo \u0111\u00f3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng thay \u0111\u1ed5i s\u1edf th\u00edch c\u1ee7a h\u1ecd gi\u1eefa hai l\u1ef1a ch\u1ecdn khi l\u1ef1a ch\u1ecdn th\u1ee9 ba \u0111\u01b0\u1ee3c \u0111\u01b0a ra.\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\/35995"}],"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=35995"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35995\/revisions"}],"predecessor-version":[{"id":68644,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35995\/revisions\/68644"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=35995"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=35995"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=35995"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}