{"id":39819,"date":"2023-12-10T01:43:43","date_gmt":"2023-12-10T01:43:43","guid":{"rendered":"https:\/\/masterskills.org\/blog\/7-loi-vo-thuc-thuong-mac-phai-khi-mua-nhung-san-pham-thuong-hieu.html"},"modified":"2023-12-13T08:56:54","modified_gmt":"2023-12-13T08:56:54","slug":"7-loi-vo-thuc-thuong-mac-phai-khi-mua-nhung-san-pham-thuong-hieu","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/7-loi-vo-thuc-thuong-mac-phai-khi-mua-nhung-san-pham-thuong-hieu.html","title":{"rendered":"7 l\u1ed7i v\u00f4 th\u1ee9c th\u01b0\u1eddng m\u1eafc ph\u1ea3i khi mua nh\u1eefng s\u1ea3n ph\u1ea9m th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"
\n

\u1ea2o gi\u00e1c l\u00e0 tri gi\u00e1c nh\u01b0 c\u00f3 th\u1eadt v\u1ec1 m\u1ed9t s\u1ef1 v\u1eadt, m\u1ed9t hi\u1ec7n t\u01b0\u1ee3ng kh\u00f4ng h\u1ec1 c\u00f3 th\u1eadt trong th\u1ef1c t\u1ea1i kh\u00e1ch quan. C\u1ea3m gi\u00e1c g\u00e2y \u1ea3o gi\u00e1c l\u00e0 c\u00e1ch khi\u1ebfn ch\u00fang ta mua nh\u1eefng s\u1ea3n ph\u1ea9m th\u01b0\u01a1ng hi\u1ec7u. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 7 sai l\u1ea7m t\u00e2m l\u00fd th\u00fa v\u1ecb m\u00e0 m\u1ed7i ch\u00fang ta \u0111\u1ec1u m\u1eafc ph\u1ea3i khi mua nh\u1eefng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 th\u01b0\u01a1ng hi\u1ec7u<\/strong> s\u1eed d\u1ee5ng h\u1eb1ng ng\u00e0y. Do b\u1edfi nh\u1eefng sai l\u1ea7m \u0111\u00f3 \u0111\u01b0\u1ee3c t\u1ea1o ra t\u1eeb v\u00f4 th\u1ee9c, n\u00ean tr\u01b0\u1edbc ti\u00ean \u0111i\u1ec1u ch\u00fang ta c\u1ea7n ph\u1ea3i l\u00e0m l\u00e0 \u00fd th\u1ee9c \u0111\u01b0\u1ee3c ch\u00fang. Vi\u1ec7c nh\u1eadn ra t\u00ednh v\u00f4 l\u00fd trong nh\u1eefng quy\u1ebft \u0111\u1ecbnh c\u00f3 th\u1ec3 gi\u00fap ch\u00fang ta \u0111\u01b0a ra nh\u1eefng s\u1ef1 l\u1ef1a ch\u1ecdn h\u1ee3p l\u00fd v\u00e0 ti\u1ebft ki\u1ec7m ti\u1ec1n. M\u1eddi c\u00e1c b\u1ea1n c\u00f9ng tham kh\u1ea3o!<\/p>\n

1. T\u1ea1o ra gi\u00e1 tr\u1ecb \u1edf n\u01a1i kh\u00f4ng c\u00f3 gi\u00e1 tr\u1ecb v\u00e0 tr\u1ea3 ti\u1ec1n nhi\u1ec1u h\u01a1n nh\u1eefng g\u00ec nh\u1eadn \u0111\u01b0\u1ee3c<\/h2>\n

Nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng kh\u00f4ng c\u00f3 gi\u00e1 tr\u1ecb th\u00eam v\u00e0o trong s\u1ea3n ph\u1ea9m, m\u00e0 \u0111\u00fang h\u01a1n l\u00e0 n\u00f3 n\u1eb1m trong t\u00e2m tr\u00ed ch\u00fang ta. \u0110\u00f3 l\u00e0 v\u00ec s\u1edf th\u00edch c\u1ee7a ch\u00fang ta \u0111\u01b0\u1ee3c h\u00ecnh th\u00e0nh b\u1edfi nh\u1eefng k\u1ef3 v\u1ecdng v\u00e0 \u0111\u01b0\u1ee3c t\u1ea1o n\u00ean t\u1eeb nh\u1eefng k\u00ed \u1ee9c c\u1ee7a ch\u00fang ta v\u1ec1 n\u00f3. V\u1ea5n \u0111\u1ec1 l\u00e0, h\u1ea7u h\u1ebft nh\u1eefng k\u00ed \u1ee9c th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 \u0111\u1ec1u \u0111\u01b0\u1ee3c c\u1ea5t gi\u1eef trong v\u00f4 th\u1ee9c c\u1ee7a ch\u00fang ta.<\/p>\n

\"T\u1ea1oNgu\u1ed3n \u1ea3nh: clubfitnessblog.blogspot.com<\/span><\/p>\n

Khi ch\u00fang ta ngh\u0129 v\u1ec1 vi\u1ec7c mua m\u1ed9t th\u1ee9 g\u00ec \u0111\u00f3, ch\u00fang ta t\u1ef1 \u0111\u1ed9ng n\u1ea1o v\u00e9t t\u1ea5t c\u1ea3 nh\u1eefng \u1ea5n t\u01b0\u1ee3ng trong qu\u00e1 kh\u1ee9 v\u00e0 t\u00f3m t\u1eaft gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u d\u01b0\u1edbi h\u00ecnh th\u1ee9c c\u1ea3m x\u00fac s\u00e2u th\u1eb3m trong tr\u00e1i tim \u2013 t\u1ed1t, x\u1ea5u ho\u1eb7c th\u1edd \u01a1. T\u1ea5t c\u1ea3 nh\u1eefng c\u1ea3m x\u00fac \u0111\u00f3 l\u00e0 c\u00e1i m\u00e0 c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o g\u1ecdi l\u00e0 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/strong> (Brand Equity<\/em>). Ch\u00fang ta kh\u00f4ng nh\u1edb \u0111\u01b0\u1ee3c t\u1ea5t c\u1ea3 c\u00e1c kinh nghi\u1ec7m \u0111\u00e3 c\u00f3 m\u00e0 ch\u1ec9 nh\u1edb \u0111\u01b0\u1ee3c \u1ea5n t\u01b0\u1ee3ng chung v\u1ec1 ch\u00fang. C\u1ea3m x\u00fac c\u00e0ng t\u00edch c\u1ef1c, ch\u00fang ta c\u00e0ng c\u00f3 kh\u1ea3 n\u0103ng mua v\u00e0 tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n cho th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

\u1ede \u0111\u00e2y c\u00f3 m\u1ed9t ch\u00fat logic trong c\u00e1ch l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 ch\u00fang ta y\u00eau th\u00edch nh\u1eefng s\u1ea3n ph\u1ea9m th\u01b0\u01a1ng hi\u1ec7u. Reade Montague c\u00f9ng nh\u00f3m c\u1ee7a \u00f4ng \u1edf Baylor College of Medicine gi\u1ea3i th\u00edch \u0111i\u1ec1u n\u00e0y khi h\u1ecd t\u00e1i t\u1ea1o l\u1ea1i qu\u1ea3ng c\u00e1o n\u1ed5i ti\u1ebfng c\u1ee7a Pepsi v\u1edbi r\u01b0\u1ee3u. Nh\u1eefng t\u00ecnh nguy\u1ec7n vi\u00ean \u0111\u1ed3ng \u00fd \u0111\u1ec3 cho m\u00e1y qu\u00e9t n\u00e3o h\u1ecd trong l\u00fac so s\u00e1nh m\u00f9i v\u1ecb c\u1ee7a Coca Cola v\u1edbi Pepsi. Th\u1eed th\u00e1ch Pepsi nguy\u00ean b\u1ea3n ch\u1ee9ng minh r\u1eb1ng h\u1ea7u h\u1ebft m\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u th\u00edch m\u00f9i v\u1ecb c\u1ee7a Pepsi trong nh\u1eefng b\u00e0i test b\u1ecbt m\u1eaft n\u1ebfm v\u1ecb, m\u00e0 kh\u00f4ng bi\u1ebft \u0111ang u\u1ed1ng nh\u00e3n hi\u1ec7u n\u00e0o. Tuy nhi\u00ean trong th\u1ef1c t\u1ebf, Coca Cola \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi mua h\u01a1n. V\u1eady l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u0111i\u1ec1u h\u00f2a nh\u1eefng quan s\u00e1t n\u00e0y?<\/p>\n

Nh\u00f3m nghi\u00ean c\u1ee9u c\u1ee7a Montague ph\u00e1t hi\u1ec7n th\u1ea5y khi nh\u1eefng ng\u01b0\u1eddi tham gia kh\u00f4ng bi\u1ebft h\u1ecd \u0111ang n\u1ebfm nh\u00e3n hi\u1ec7u n\u00e0o th\u00ec m\u1ee9c \u0111\u1ed9 s\u1edf th\u00edch v\u00e0 ph\u1ea3n \u1ee9ng th\u1ea7n kinh l\u00e0 gi\u1ed1ng nhau. Nh\u01b0ng khi nh\u1eefng ng\u01b0\u1eddi tham gia bi\u1ebft \u0111\u01b0\u1ee3c nh\u00e3n hi\u1ec7u b\u1eb1ng c\u00e1ch ti\u1ebfp x\u00fac v\u1edbi h\u00ecnh \u1ea3nh lon n\u01b0\u1edbc tr\u01b0\u1edbc khi n\u1ebfm th\u1eed m\u00f9i v\u1ecb th\u00ec h\u1ecd \u0111\u1ec1u n\u00f3i l\u00e0 th\u00edch Coca Cola h\u01a1n v\u00e0 c\u00f3 s\u1ef1 k\u00edch ho\u1ea1t \u1edf nh\u1eefng v\u00f9ng n\u00e3o li\u00ean quan \u0111\u1ebfn vi\u1ec7c ra quy\u1ebft \u0111\u1ecbnh, tr\u00ed nh\u1edb, nh\u1eefng li\u00ean t\u01b0\u1edfng v\u00e0 c\u1ea3m x\u00fac. Ch\u1ec9 c\u1ea7n nh\u00ecn th\u1ea5y nh\u00e3n hi\u1ec7u Coca Cola th\u00f4i \u0111\u00e3 \u0111\u1ee7 \u0111\u1ec3 t\u1ea1o ra s\u1ef1 k\u00edch ho\u1ea1t l\u1edbn h\u01a1n trong nh\u1eefng trung t\u00e2m kho\u00e1i c\u1ea3m c\u1ee7a n\u00e3o b\u1ed9 v\u00e0 l\u00e0m t\u0103ng m\u1ee9c dopamine khi ch\u01b0a c\u1ea7n u\u1ed1ng l\u1ea5y m\u1ed9t ng\u1ee5m!<\/p>\n

Nh\u00e3n hi\u1ec7u kh\u00f4ng ch\u1ec9 l\u00e0m thay \u0111\u1ed5i ni\u1ec1m tin v\u00e0 kinh nghi\u1ec7m c\u1ee7a ch\u00fang ta, m\u00e0 th\u1eadm ch\u00ed c\u00f2n khi\u1ebfn ch\u00fang ta c\u1ea3m th\u1ea5y t\u1ed1t h\u01a1n v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m n\u00e0o \u0111\u00f3 ch\u1ec9 v\u00ec n\u00f3 c\u00f3 m\u1ee9c gi\u00e1 l\u1edbn h\u01a1n. \u0110\u00f3 l\u00e0 v\u00ec kinh nghi\u1ec7m \u0111\u00e3 d\u1ea1y ch\u00fang ta r\u1eb1ng nh\u1eefng th\u1ee9 \u0111\u1eaft ti\u1ec1n l\u00fac n\u00e0o c\u0169ng c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng cao h\u01a1n. Thu\u1eadt gi\u1ea3i Heuristic (c\u00e1c k\u1ef9 thu\u1eadt d\u1ef1a tr\u00ean kinh nghi\u1ec7m gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1, h\u1ecdc h\u1ecfi hay kh\u00e1m ph\u00e1 nh\u1eb1m \u0111\u01b0a ra m\u1ed9t gi\u1ea3i ph\u00e1p m\u00e0 kh\u00f4ng \u0111\u01b0\u1ee3c \u0111\u1ea3m b\u1ea3o l\u00e0 t\u1ed1i \u01b0u<\/em>) ho\u1eb7c “quy t\u1eafc ng\u00f3n tay c\u00e1i<\/em>” l\u00e0m ch\u00fang ta ph\u1ea3i tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n 85% cho m\u1ed9t lo\u1ea1i thu\u1ed1c c\u00f3 th\u01b0\u01a1ng hi\u1ec7u h\u01a1n so v\u1edbi lo\u1ea1i thu\u1ed1c g\u1ed1c, m\u1eb7c d\u00f9 C\u1ee5c qu\u1ea3n l\u00fd Th\u1ef1c ph\u1ea9m v\u00e0 D\u01b0\u1ee3c ph\u1ea9m Hoa K\u1ef3 – FDA cho bi\u1ebft nh\u1eefng lo\u1ea1i thu\u1ed1c g\u1ed1c c\u00f3 c\u00f9ng ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 t\u00ednh n\u0103ng.<\/p>\n

\u00a0<\/div>\n

C\u00e1c nh\u00e0 khoa h\u1ecdc \u1edf Caltech v\u00e0 Stanford ch\u1ee9ng minh \u0111i\u1ec1u n\u00e0y khi h\u1ecd n\u00f3i v\u1edbi nh\u1eefng ng\u01b0\u1eddi tham gia r\u1eb1ng h\u1ecd s\u1ebd so s\u00e1nh Cabernet Sauvignons \u1edf nhi\u1ec1u m\u1ee9c gi\u00e1 kh\u00e1c nhau, trong khi th\u1ef1c t\u1ebf l\u00e0 c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u \u0111\u01b0a cho nh\u1eefng ng\u01b0\u1eddi tham gia c\u00f9ng lo\u1ea1i r\u01b0\u1ee3u v\u00e0 ch\u1ec9 thay \u0111\u1ed5i m\u1ee9c gi\u00e1. Nh\u1eefng ng\u01b0\u1eddi tham gia tr\u01b0\u1edbc sau nh\u01b0 m\u1ed9t \u0111\u1ec1u tin r\u1eb1ng lo\u1ea1i r\u01b0\u1ee3u c\u00f3 gi\u00e1 ti\u1ec1n cao h\u01a1n th\u00ec u\u1ed1ng ngon h\u01a1n. Sau \u0111\u00f3, m\u00e1y qu\u00e9t n\u00e3o ti\u1ebft l\u1ed9 r\u1eb1ng c\u00f3 s\u1ef1 k\u00edch ho\u1ea1t l\u1edbn h\u01a1n trong m\u1ed9t trung t\u00e2m kho\u00e1i c\u1ea3m c\u1ee7a n\u00e3o b\u1ed9 khi nh\u1eefng ng\u01b0\u1eddi tham gia nghi\u00ean c\u1ee9u tin r\u1eb1ng h\u1ecd \u0111ang u\u1ed1ng lo\u1ea1i r\u01b0\u1ee3u \u0111\u1eaft ti\u1ec1n h\u01a1n, ngay c\u1ea3 khi nh\u1eefng lo\u1ea1i r\u01b0\u1ee3u \u0111\u00f3 l\u00e0 gi\u1ed1ng nhau!<\/p>\n

2. \u0110\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh b\u1edfi s\u1ef1 li\u00ean k\u1ebft c\u1ea3m x\u00fac nhi\u1ec1u h\u01a1n b\u1edfi s\u1ef1 ph\u00e2n t\u00edch l\u00fd tr\u00ed<\/h2>\n

C\u00f3 l\u1ebd ph\u00e1t hi\u1ec7n quan tr\u1ecdng nh\u1ea5t trong khoa h\u1ecdc th\u1ea7n kinh \u0111\u00f3 l\u00e0 nh\u1eefng c\u1ea3m x\u00fac trung t\u00e2m<\/strong> \u0111\u1ed1i v\u1edbi nh\u1eadn th\u1ee9c v\u00e0 quy\u1ebft \u0111\u1ecbnh. Qu\u1ea3ng c\u00e1o c\u00f3 hi\u1ec7u qu\u1ea3 b\u1edfi m\u1ed9t qu\u00e1 tr\u00ecnh c\u1ee7a Ch\u1ee7 ngh\u0129a h\u00e0nh vi v\u00f4 th\u1ee9c (Unconscious Behaviorism<\/em>). Ch\u00fang ta \u0111\u01b0\u1ee3c \u0111i\u1ec1u ki\u1ec7n h\u00f3a b\u1edfi gi\u1edbi truy\u1ec1n th\u00f4ng \u1edf m\u1ed9t m\u1ee9c \u0111\u1ed9 v\u00f4 th\u1ee9c s\u00e2u s\u1eafc v\u00e0 s\u1ef1 \u0111i\u1ec1u ki\u1ec7n h\u00f3a ng\u1ea7m n\u00e0y \u0111i\u1ec1u khi\u1ec3n nh\u1eefng s\u1edf th\u00edch v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ch\u00fang ta.<\/p>\n

\"T\u1ea1o<\/p>\n

\u0110i\u1ec1u n\u00e0y \u0111\u01b0\u1ee3c ch\u1ee9ng minh trong m\u1ed9t nghi\u00ean c\u1ee9u khi nh\u1eefng ng\u01b0\u1eddi tham gia ti\u1ebfp x\u00fac v\u1edbi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u h\u01b0 c\u1ea5u c\u00f9ng nh\u1eefng h\u00ecnh \u1ea3nh v\u00e0 t\u1eeb ng\u1eef – m\u1ed9t s\u1ed1 ti\u00eau c\u1ef1c v\u00e0 m\u1ed9t s\u1ed1 t\u00edch c\u1ef1c. Sau khi xem h\u00e0ng tr\u0103m b\u1ee9c h\u00ecnh \u0111\u01b0\u1ee3c k\u1ebft h\u1ee3p v\u1edbi nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u h\u01b0 c\u1ea5u, nh\u1eefng ng\u01b0\u1eddi tham gia kh\u00f4ng th\u1ec3 nh\u1edb l\u1ea1i \u0111\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u n\u00e0o k\u1ebft h\u1ee3p v\u1edbi b\u1ee9c tranh n\u00e0o v\u00e0 t\u1eeb ng\u1eef n\u00e0o, nh\u01b0ng h\u1ecd v\u1eabn b\u1ed9c l\u1ed9 s\u1edf th\u00edch \u0111\u1ed1i v\u1edbi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c \u0111i\u1ec1u ki\u1ec7n h\u00f3a t\u00edch c\u1ef1c. C\u00e1c t\u00e1c gi\u1ea3 c\u1ee7a nghi\u00ean c\u1ee9u g\u1ecdi \u0111\u00f3 l\u00e0 hi\u1ec7u \u1ee9ng “T\u00f4i th\u00edch n\u00f3, nh\u01b0ng t\u00f4i kh\u00f4ng bi\u1ebft t\u1ea1i sao<\/em>“. Trong th\u1ef1c nghi\u1ec7m ti\u1ebfp theo, nh\u1eefng ng\u01b0\u1eddi tham gia \u0111\u01b0\u1ee3c xem th\u00f4ng tin s\u1ea3n ph\u1ea9m tr\u00e1i ng\u01b0\u1ee3c v\u1edbi nh\u1eefng \u1ea5n t\u01b0\u1ee3ng ban \u0111\u1ea7u c\u1ee7a h\u1ecd, \u0111\u01b0a ra nh\u1eefng l\u00fd do t\u1eeb ch\u1ed1i nh\u1eefng s\u1ea3n ph\u1ea9m m\u00e0 h\u1ecd t\u1eebng \u0111\u01b0\u1ee3c \u0111i\u1ec1u ki\u1ec7n h\u00f3a th\u00edch ch\u00fang, nh\u01b0ng h\u1ecd v\u1eabn ch\u1ecdn nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u g\u1eafn v\u1edbi h\u00ecnh \u1ea3nh t\u00edch c\u1ef1c. Th\u00f4ng tin th\u1ef1c t\u1ebf tr\u00e1i ng\u01b0\u1ee3c kh\u00f4ng ph\u00e1 b\u1ecf \u0111\u01b0\u1ee3c \u0111i\u1ec1u ki\u1ec7n h\u00f3a tr\u01b0\u1edbc \u0111\u00f3, cho th\u1ea5y s\u1ef1 l\u1ef1a ch\u1ecdn v\u1ec1 s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd b\u1ecb \u0111i\u1ec1u khi\u1ec3n b\u1edfi v\u00f4 th\u1ee9c nhi\u1ec1u h\u01a1n so v\u1edbi ph\u00e2n t\u00edch l\u00fd tr\u00ed.<\/p>\n

\u00a0<\/div>\n

\u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a, b\u1ea1n c\u00f3 th\u1ec3 b\u1ecb \u0111i\u1ec1u ki\u1ec7n h\u00f3a th\u00f4ng qua qu\u1ea3ng c\u00e1o \u0111\u1ec3 ch\u1ecdn nh\u1eefng s\u1ea3n ph\u1ea9m k\u00e9m h\u01a1n. Th\u1eadm ch\u00ed, ch\u00fang ta c\u00f3 th\u1ec3 b\u1ecb \u0111i\u1ec1u ki\u1ec7n h\u00f3a t\u00ecm th\u1ea5y ni\u1ec1m vui to l\u1edbn \u1edf nh\u1eefng th\u1ee9 l\u00e0m h\u1ea1i ch\u00fang ta. V\u00ed d\u1ee5, t\u1ea1i sao ch\u00fang ta y\u00eau c\u00e1i m\u00f9i c\u1ee7a m\u1ed9t chi\u1ebfc xe th\u01b0\u01a1ng hi\u1ec7u m\u1edbi? C\u00e1i m\u00f9i \u0111\u00f3 t\u01b0\u1ee3ng tr\u01b0ng cho ni\u1ec1m t\u1ef1 h\u00e0o c\u1ee7a ch\u1ee7 s\u1edf h\u1eefu, n\u00e2ng cao c\u00e1i t\u00f4i c\u1ee7a ch\u00fang ta c\u00f9ng v\u1edbi c\u1ea3m gi\u00e1c c\u1ee7a s\u1ef1 quan tr\u1ecdng v\u00e0 \u0111\u1eb7c bi\u1ec7t. Nh\u01b0ng m\u00f9i m\u1edbi n\u00e0y th\u1ef1c s\u1ef1 l\u00e0 kh\u00ed \u0111\u1ed9c. Ngay c\u1ea3 khi c\u00e1i m\u00f9i m\u1edbi \u0111\u00f3 m\u1ea5t d\u1ea7n theo th\u1eddi gian, ch\u00fang ta v\u1eabn t\u00ecnh nguy\u1ec7n ti\u1ebfp x\u00fac h\u1eb1ng ng\u00e0y v\u1edbi \u0111\u1ed1ng h\u00f3a ch\u1ea5t b\u1eb1ng c\u00e1ch mua th\u00eam nh\u1eefng lo\u1ea1i m\u00f9i xe-m\u1edbi gi\u1ea3 c\u00f3 ch\u1ee9a aldehydes, esters, and ketones.<\/p>\n

Ngay c\u1ea3 nh\u1eefng h\u00ecnh \u1ea3nh \u0111\u00e1ng s\u1ee3 c\u1ea3nh b\u00e1o tr\u00ean bao thu\u1ed1c l\u00e1 v\u1ec1 nguy c\u01a1 m\u1eafc b\u1ec7nh tim ho\u1eb7c kh\u00ed th\u1ee7ng ph\u1ed5i (emphysema) c\u00f3 th\u1ec3 k\u00edch th\u00edch v\u00f9ng n\u00e3o nucleus accumbens, “ch\u1ed7 th\u00e8m mu\u1ed1n<\/em>” trong n\u00e3o b\u1ed9 c\u1ee7a nh\u1eefng ng\u01b0\u1eddi h\u00fat thu\u1ed1c \u0111\u01b0\u1ee3c \u0111\u01b0a ra trong m\u1ed9t nghi\u00ean c\u1ee9u kh\u00e1c. R\u00f5 r\u00e0ng c\u00e1c h\u00ecnh \u1ea3nh c\u1ea3nh b\u00e1o \u0111\u00e3 li\u00ean k\u1ebft v\u1edbi nh\u1eefng th\u00fa vui trong qu\u00e1 kh\u1ee9 c\u1ee7a vi\u1ec7c h\u00fat thu\u1ed1c l\u00e1 h\u01a1n l\u00e0 hi\u1ec7u qu\u1ea3 c\u1ea3nh b\u00e1o ng\u01b0\u1eddi d\u00e2n v\u1ec1 nguy c\u01a1 s\u1ee9c kh\u1ecfe trong t\u01b0\u01a1ng lai.<\/p>\n

3. Khi c\u00f3 nh\u1eefng c\u1ea3m x\u00fac t\u00edch c\u1ef1c m\u1ea1nh m\u1ebd v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, ch\u00fang ta t\u00ecm ki\u1ebfm b\u1eb1ng ch\u1ee9ng \u1ee7ng h\u1ed9 v\u00e0 ph\u1edbt l\u1edd \u0111i nh\u1eefng th\u00f4ng tin tr\u00e1i ng\u01b0\u1ee3c<\/h2>\n

\"T\u1ea1o<\/p>\n

Kh\u00f4ng s\u1ed1ng b\u1eb1ng l\u00fd tr\u00ed<\/strong>; ch\u00fang ta l\u00e0 nh\u1eefng ng\u01b0\u1eddi h\u1ee3p l\u00fd h\u00f3a. Ch\u00fang ta \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh d\u1ef1a v\u00e0o nh\u1eefng c\u1ea3m x\u00fac v\u00e0 t\u00ecm ki\u1ebfm b\u1eb1ng ch\u1ee9ng \u1ee7ng h\u1ed9. Khi nh\u1eefng khao kh\u00e1t c\u1ee7a ch\u00fang ta b\u1eaft \u0111\u1ea7u h\u01b0\u1edbng \u0111\u1ebfn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u t\u01b0\u01a1ng lai, sau \u0111\u00f3 ch\u00fang ta t\u00ecm nh\u1eefng l\u00fd do \u0111\u1ec3 nh\u1ea5t qu\u00e1n v\u1edbi \u00fd \u0111\u1ecbnh \u0111\u00f3. L\u00fd tr\u00ed lu\u00f4n t\u00ecm ki\u1ebfm b\u1eb1ng ch\u1ee9ng \u0111\u1ec3 \u1ee7ng h\u1ed9 cho nh\u1eefng ni\u1ec1m tin b\u1ecb chi ph\u1ed1i c\u1ee7a ch\u00fang…c\u1ea3m x\u00fac c\u00e0ng m\u1ea1nh, ni\u1ec1m tin c\u00e0ng m\u1ea1nh v\u00e0 xu h\u01b0\u1edbng t\u00ecm ki\u1ebfm b\u1eb1ng ch\u1ee9ng \u1ee7ng h\u1ed9 ni\u1ec1m tin c\u00e0ng l\u1edbn. Th\u00e0nh ki\u1ebfn x\u00e1c nh\u1eadn n\u00e0y l\u00e0 l\u00ed do t\u1ea1i sao ch\u00fang ta th\u01b0\u1eddng xem nh\u1eb9 nh\u1eefng khuy\u1ebft \u0111i\u1ec3m c\u1ee7a ng\u01b0\u1eddi ch\u00fang ta y\u00eau, ngay c\u1ea3 n\u1ebfu ng\u01b0\u1eddi \u0111\u01b0\u1ee3c y\u00eau \u0111\u00f3 l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. Ch\u00fang ta t\u1eadp trung s\u1ef1 ch\u00fa \u00fd v\u00e0o nh\u1eefng ph\u1ea9m ch\u1ea5t t\u00edch c\u1ef1c c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 l\u1edd \u0111i nh\u1eefng khi\u1ebfm khuy\u1ebft. B\u1ea5t k\u1ec3 l\u00fd l\u1ebd nhi\u1ec1u bao nhi\u00eau c\u0169ng kh\u00f4ng th\u1ec3 v\u01b0\u1ee3t qua \u0111\u01b0\u1ee3c nh\u1eefng c\u1ea3m x\u00fac m\u1ea1nh m\u1ebd v\u00ec t\u00e2m tr\u00ed do c\u1ea3m x\u00fac th\u1ed1ng tr\u1ecb s\u1ebd lu\u00f4n t\u00ecm th\u1ea5y nh\u1eefng l\u00fd do c\u1ee7a n\u00f3 \u0111\u1ec3 tin.<\/p>\n

4. R\u00fat ra k\u1ebft lu\u1eadn d\u1ef1a v\u00e0o vi\u1ec7c th\u00f4ng tin \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y nh\u01b0 th\u1ebf n\u00e0o, ch\u1ee9 kh\u00f4ng ph\u1ea3i b\u1ea3n th\u00e2n th\u00f4ng tin<\/h2>\n

M\u1ed9t qu\u1ea3ng c\u00e1o v\u1ec1 kem ph\u00f4-mai (cream cheese) c\u00f4ng b\u1ed1 95% kh\u00f4ng ch\u1ea5t b\u00e9o c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng thuy\u1ebft ph\u1ee5c ch\u00fang ta h\u01a1n khi n\u00f3i ch\u1ee9a 5% ch\u1ea5t b\u00e9o. Th\u1ef1c t\u1ebf, n\u00f3 gi\u1ed1ng nhau nh\u01b0ng kh\u00e1i ni\u1ec7m t\u00edch c\u1ef1c kh\u00f4ng ph\u1ea3i l\u00e0 b\u1eb1ng ch\u1ee9ng c\u1ee5 th\u1ec3 \u0111\u01b0\u1ee3c kh\u00e1ng c\u00e1o.<\/p>\n

\"T\u1ea1o<\/p>\n

\u00a0<\/div>\n

Thay v\u00ec n\u00f3i l\u00ean s\u1ef1 th\u1eadt, h\u1ea7u h\u1ebft c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o th\u01b0\u1eddng g\u1eafn th\u00f4ng \u0111i\u1ec7p c\u1ee7a h\u1ecd v\u00e0o nh\u1eefng ph\u01b0\u01a1ng ti\u1ec7n s\u00e1ng t\u1ea1o, g\u1ee3i l\u00ean c\u1ea3m x\u00fac v\u00e0 tr\u00e1nh s\u1ef1 kh\u00e1ng c\u1ef1 c\u1ee7a l\u00fd tr\u00ed. \u0110\u00e2y l\u00e0 l\u00ed do t\u1ea1i sao c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o s\u1eed d\u1ee5ng nh\u1eefng c\u00e2u chuy\u1ec7n, nh\u1eefng b\u00e0i th\u01a1, nh\u1eefng c\u00e2u slogan, nh\u1eefng b\u00e0i h\u00e1t, chuy\u1ec7n c\u01b0\u1eddi, tranh \u1ea3nh, nh\u1eefng bi\u1ec3u t\u01b0\u1ee3ng, nh\u1eefng nh\u00e2n v\u1eadt, c\u00e1c vai v\u00e0 nh\u1eefng \u1ea9n d\u1ee5.<\/p>\n

H\u1ea7u h\u1ebft, ch\u00fang \u0111\u1ec1u l\u00e0 nh\u1eefng c\u00f4ng c\u1ee5 marketing, d\u1eabn \u0111\u1ebfn tr\u00ed t\u01b0\u1edfng t\u01b0\u1ee3ng v\u00e0 g\u1ee3i l\u00ean nh\u1eefng c\u1ea3m x\u00fac \u0111\u00e1nh v\u00e0o tr\u00e1i tim ch\u1ee9 kh\u00f4ng ph\u1ea3i \u1edf \u0111\u1ea7u \u00f3c c\u1ee7a ch\u00fang ta. M\u1ed9t k\u1ef9 thu\u1eadt ph\u1ed5 bi\u1ebfn l\u00e0 s\u1eed d\u1ee5ng m\u1ed9t ng\u01b0\u1eddi ph\u00e1t ng\u00f4n. Ch\u00fang ta c\u00f3 th\u1ec3 chuy\u1ec3n nh\u1eefng c\u1ea3m x\u00fac t\u00edch c\u1ef1c \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u, th\u1eadm ch\u00ed vai tr\u00f2 c\u1ee7a nh\u00e2n v\u1eadt ch\u1ec9 l\u00e0 h\u01b0 c\u1ea5u. V\u00ed d\u1ee5, khi di\u1ec5n vi\u00ean Peter Bergman – ng\u01b0\u1eddi \u0111\u00f3ng vai Ti\u1ebfn s\u0129 Cliff Warner trong phim truy\u1ec1n h\u00ecnh “All My Children”, \u0111\u00f3ng vai ch\u00ednh cho Vicks Formula 44 v\u00e0 \u0111\u01b0\u1ee3c \u1ee7ng h\u1ed9 khi n\u00f3i, “T\u00f4i kh\u00f4ng ph\u1ea3i l\u00e0 b\u00e1c s\u0129, nh\u01b0ng t\u00f4i \u0111\u00e3 t\u1eebng l\u00e0 b\u00e1c s\u0129 tr\u00ean truy\u1ec1n h\u00ecnh<\/em>“, nhi\u1ec1u ng\u01b0\u1eddi xem coi nh\u1eefng l\u1eddi \u00f4ng \u1ea5y n\u00f3i tr\u00ean TV l\u00e0 m\u1ed9t s\u1ef1 th\u1eadt \u0111\u00e1ng tin c\u1eady. B\u1edfi h\u1ecd th\u01b0\u1eddng nh\u00ecn Bergman trong \u00e1o cho\u00e0ng tr\u1eafng ph\u00f2ng th\u00ed nghi\u1ec7m, trong m\u1eaft h\u1ecd \u00f4ng \u1ea5y \u0111\u00e3 c\u00f3 gi\u1ea5y ph\u00e9p \u0111\u1ec3 c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh m\u1ed9t b\u00e1c s\u0129 th\u1ef1c th\u1ee5.<\/p>\n

5. C\u00e0ng ti\u1ebfp x\u00fac nhi\u1ec1u v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, ch\u00fang ta c\u00e0ng th\u00edch n\u00f3<\/h2>\n

\"T\u1ea1o<\/p>\n

\u0110\u1ed9ng l\u1ef1c h\u00e0ng \u0111\u1ea7u trong h\u00e0nh vi con ng\u01b0\u1eddi v\u00e0 sinh h\u1ecdc l\u00e0 tr\u1ea1ng th\u00e1i n\u1ed9i c\u00e2n b\u1eb1ng, hay l\u00e0 t\u00ecm ki\u1ebfm tr\u1ea1ng th\u00e1i \u1ed5n \u0111\u1ecbnh, c\u00e2n b\u1eb1ng v\u00e0 c\u00f3 th\u1ec3 d\u1ef1 \u0111o\u00e1n. T\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi (v\u00e0 t\u1ea5t c\u1ea3 kh\u00e1ch h\u00e0ng<\/em>) c\u1ea3m th\u1ea5y r\u1ea5t tho\u1ea3i m\u00e1i v\u1edbi th\u1ee9 h\u1ecd \u0111\u00e3 bi\u1ebft v\u00e0 th\u00e2n quen.<\/p>\n

Nh\u00e0 t\u00e2m l\u00fd Robert Zajonc \u1edf tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc Stanford ch\u1ee9ng minh r\u1eb1ng s\u1ef1 quen thu\u1ed9c sinh ra t\u00ecnh c\u1ea3m, m\u1ed9t qu\u00e1 tr\u00ecnh m\u00e0 \u00f4ng g\u1ecdi l\u00e0 “hi\u1ec7u \u1ee9ng ti\u1ebfp x\u00fac \u0111\u01a1n thu\u1ea7n<\/em>“. Nh\u00e0 t\u00e2m l\u00fd Zajonc \u0111\u01b0a ra cho nh\u1eefng ng\u01b0\u1eddi tham gia nghi\u00ean c\u1ee9u m\u1ed9t lo\u1ea1t s\u1ef1 l\u1ef1a ch\u1ecdn ng\u1eabu nhi\u00ean v\u1ec1 c\u00e1c h\u00ecnh d\u1ea1ng trong s\u1ef1 k\u1ebf th\u1eeba nhanh ch\u00f3ng, l\u00e0m cho c\u00e1c nh\u00f3m kh\u00f4ng \u0111\u1ec3 c\u00f3 \u00fd th\u1ee9c ph\u00e2n bi\u1ec7t m\u1ee9c \u0111\u1ed9 th\u01b0\u1eddng xuy\u00ean c\u1ee7a m\u1ed7i h\u00ecnh d\u1ea1ng \u0111\u01b0\u1ee3c \u0111\u01b0a ra. Nh\u1eefng g\u00ec \u00f4ng th\u1ea5y l\u00e0 khi h\u1ecfi v\u1ec1 nh\u1eefng h\u00ecnh d\u1ea1ng h\u1ecd t\u00ecm th\u1ea5y h\u1ea7u h\u1ebft l\u00e0 h\u00e0i l\u00f2ng, nh\u1eefng \u0111\u1ed1i t\u01b0\u1ee3ng \u0111\u00e1ng tin c\u1eady s\u1ebd ch\u1ecdn nh\u1eefng ng\u01b0\u1eddi m\u00e0 h\u1ecd ti\u1ebfp x\u00fac m\u1ed9t c\u00e1ch th\u01b0\u1eddng xuy\u00ean nh\u1ea5t, th\u1eadm ch\u00ed h\u1ecd kh\u00f4ng nh\u1eadn th\u1ee9c t\u1ec9nh t\u00e1o r\u1eb1ng h\u1ecd nh\u00ecn th\u1ea5y h\u00ecnh d\u1ea1ng \u0111\u00f3 c\u00f3 th\u01b0\u1eddng xuy\u00ean kh\u00f4ng hay h\u1ecd th\u01b0\u1eddng nh\u00ecn th\u1ea5y ch\u00fang trong h\u00ecnh d\u1ea1ng n\u00e0o.<\/p>\n

V\u00ec v\u1eady, kh\u00f4ng c\u00f3 g\u00ec ph\u1ea3i b\u0103n kho\u0103n khi ch\u00fang ta ti\u1ebfp x\u00fac v\u1edbi h\u00e0ng ngh\u00ecn qu\u1ea3ng c\u00e1o m\u1ed7i ng\u00e0y. V\u00ed d\u1ee5, tr\u1ecdng t\u00e2m c\u1ee7a Coca Cola lu\u00f4n \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 nh\u1eadn ra v\u00e0 \u0111\u00e1nh gi\u00e1 ngay l\u1eadp t\u1ee9c. Th\u00f4ng qua, logo c\u1ed5 \u0111i\u1ec3n ph\u00f9 h\u1ee3p, \u0111\u01b0\u1eddng n\u00e9t mang t\u00ednh bi\u1ec3u t\u01b0\u1ee3ng trong thi\u1ebft k\u1ebf chai, \u0111i\u1ec7p \u00e2m ng\u1ecdt ng\u00e0o trong t\u00ean th\u01b0\u01a1ng hi\u1ec7u v\u00e0 n\u00f3 \u0111\u01b0\u1ee3c \u0111\u1ea7u t\u01b0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1eb3ng c\u1ea5p th\u1ebf gi\u1edbi, qu\u1ea3ng c\u00e1o x\u00fac \u0111\u1ed9ng v\u00e0 \u0111\u01b0\u1ee3c b\u00e1n l\u1ebb r\u1ed9ng r\u00e3i, n\u00f3 kh\u00f4ng ch\u1ec9 tr\u1edf th\u00e0nh th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u \u0111\u1ea7u ti\u00ean m\u00e0 c\u00f2n l\u00e0 th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng h\u00f3a \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn nhi\u1ec1u nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi. N\u0103m 2011, th\u01b0\u01a1ng hi\u1ec7u Coca-Cola c\u00f3 gi\u00e1 tr\u1ecb \u01b0\u1edbc t\u00ednh l\u00ean \u0111\u1ebfn $74 tri\u1ec7u \u0111\u00f4la – nhi\u1ec1u h\u01a1n so v\u1edbi bia Budweiser (th\u01b0\u01a1ng hi\u1ec7u bia \u0111\u1eaft gi\u00e1 s\u1ed1 1 th\u1ebf gi\u1edbi), Pepsi, Starbucks (th\u01b0\u01a1ng hi\u1ec7u c\u00e0 ph\u00ea l\u1edbn nh\u1ea5t th\u1ebf gi\u1edbi) v\u00e0 n\u01b0\u1edbc t\u0103ng l\u1ef1c Red Bull c\u1ed9ng l\u1ea1i – m\u1ed9t v\u1ecb tr\u00ed \u0111\u01b0\u1ee3c duy tr\u00ec b\u1eb1ng c\u00e1ch chi ti\u00eau 2,9 t\u1ef7 \u0111\u00f4la v\u00e0o qu\u1ea3ng c\u00e1o trong n\u0103m 2010, nhi\u1ec1u h\u01a1n so v\u1edbi ng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o c\u1ee7a Microsoft v\u00e0 Apple c\u1ed9ng l\u1ea1i.<\/p>\n

S\u1ef1 ti\u1ebfp x\u00fac \u0111\u01a1n thu\u1ea7n theo th\u1eddi gian c\u00f3 th\u1ec3 v\u01b0\u1ee3t qua c\u1ea3 nh\u1eefng b\u1ea3n n\u0103ng sinh t\u1ed3n c\u1ee7a ch\u00fang ta. V\u00ed d\u1ee5 v\u1ec1 ch\u1ee9ng nghi\u1ec7n caf\u00e9 c\u1ee7a ch\u00fang ta, t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi b\u1ea9m sinh \u0111\u1ec1u kh\u00f4ng \u01b0a th\u00edch v\u1ecb \u0111\u1eafng, m\u1ed9t \u0111\u1eb7c \u0111i\u1ec3m lu\u00f4n c\u00f3 \u1edf m\u1ecdi lo\u1ea1i caf\u00e9. Khi n\u1ebfm th\u1eed th\u1ee9 g\u00ec \u0111\u00f3 \u0111\u1eafng, m\u1ed9t ph\u1ea3n \u1ee9ng th\u00f4ng th\u01b0\u1eddng \u1edf con ng\u01b0\u1eddi s\u1ebd l\u00e0 nh\u1ed5 n\u00f3 ra \u0111\u1ec3 tr\u00e1nh b\u1ecb \u0111\u1ea7u \u0111\u1ed9c, v\u00ec v\u1ecb \u0111\u1eafng c\u1ea3nh b\u00e1o s\u1ef1 c\u00f3 m\u1eb7t c\u1ee7a \u0111\u1ed9c t\u1ed1. \u0110\u00e2y l\u00e0 l\u00ed do t\u1ea1i sao tr\u1ebb em th\u01b0\u1eddng kh\u00f4ng th\u00edch v\u1ecb c\u1ee7a caf\u00e9 v\u00e0 t\u1ea1i sao nh\u1eefng h\u00f3a ch\u1ea5t t\u1ed5ng h\u1ee3p c\u00f3 v\u1ecb \u0111\u1eafng th\u01b0\u1eddng \u0111\u01b0\u1ee3c b\u1ed5 sung v\u00e0o c\u00e1c ch\u1ea5t \u0111\u1ed9c h\u1ea1i nh\u01b0 ch\u1ea5t ch\u1ed1ng \u0111\u00f4ng v\u00e0 c\u1ed3n tuy\u1ec7t \u0111\u1ed1i (denatured alcohol), \u0111\u1ec3 tr\u00e1nh nh\u1eefng tr\u01b0\u1eddng h\u1ee3p ng\u1ed9 \u0111\u1ed9c. Nh\u01b0ng nh\u1edd m\u1ed9t ph\u1ea7n c\u00f4ng lao c\u1ee7a nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng nh\u01b0 Starbucks, m\u00e0 con ng\u01b0\u1eddi hi\u1ec7n \u0111\u1ea1i \u0111\u00e3 h\u1ecdc c\u00e1ch v\u01b0\u1ee3t qua v\u00e0 thay \u0111\u1ed5i s\u1ef1 kh\u00f4ng \u01b0a th\u00edch b\u1ea9m sinh v\u1edbi nh\u1eefng v\u1ecb \u0111\u1eafng tr\u1edf th\u00e0nh m\u1ed9t s\u1ef1 y\u00eau th\u00edch. Ch\u00fang ta h\u1ecdc c\u00e1ch k\u1ebft h\u1ee3p c\u00e0 ph\u00ea v\u1edbi nh\u1eefng nghi th\u1ee9c th\u01b0 gi\u00e3n v\u00e0 x\u00e3 h\u1ed9i, c\u0169ng nh\u01b0 c\u00e1c hi\u1ec7u \u1ee9ng th\u00fa v\u1ecb c\u1ee7a cafeine v\u00e0 bi\u1ebfn \u0111\u1ed5i m\u1ed9t lo\u1ea1i h\u00e0ng h\u00f3a r\u1ebb ti\u1ec1n bi\u1ebfn th\u00e0nh m\u1ed9t ch\u1ea5t “g\u00e2y nghi\u1ec7m 5 \u0111\u00f4la”. Ch\u1eb3ng c\u00f2n nghi ng\u1edd khi Starbucks l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng.<\/p>\n

\u00a0<\/div>\n

6. \u0110\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean k\u00fd \u1ee9c v\u1ec1 kinh nghi\u1ec7m b\u1ea3n th\u00e2n ch\u1ee9 kh\u00f4ng ph\u1ea3i kinh nghi\u1ec7m d\u1ef1a tr\u00ean th\u1ef1c t\u1ebf<\/h2>\n

Theo c\u00e1c chuy\u00ean gia v\u1ec1 n\u00e3o b\u1ed9 Jeff Brown v\u00e0 Mark Fenske, ch\u00fang ta ghi nh\u1edb t\u1ed1t h\u01a1n v\u00e0 m\u00e3 h\u00f3a m\u1ea1nh m\u1ebd h\u01a1n khi \u1edf trong m\u1ed9t tr\u1ea1ng th\u00e1i c\u1ea3m x\u00fac t\u1ed1t. C\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb l\u00e0 nh\u1eefng ki\u1ebfn tr\u00fac s\u01b0 c\u1ee7a s\u1ef1 h\u1ed3i t\u01b0\u1edfng. Ch\u00fang ta c\u1ea3m nh\u1eadn nh\u01b0 th\u1ebf n\u00e0o v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ph\u1ee5 thu\u1ed9c ph\u1ea7n l\u1edbn v\u00e0o k\u00ed \u1ee9c v\u1ec1 kinh nghi\u1ec7m \u0111\u01b0\u1ee3c \u0111em l\u1ea1i b\u1edfi th\u01b0\u01a1ng hi\u1ec7u, ch\u1ee9 kh\u00f4ng ph\u1ea3i nh\u1eefng g\u00ec th\u1ef1c s\u1ef1 \u0111\u00e3 x\u1ea3y ra. Ch\u00fang ta kh\u00f4ng d\u1ef1a v\u00e0o nh\u1eefng kinh nghi\u1ec7m th\u1ef1c t\u1ebf m\u00e0 g\u1ea7n nh\u01b0 d\u1ef1a ho\u00e0n to\u00e0n v\u00e0o nh\u1eefng gi\u00e2y ph\u00fat tuy\u1ec7t \u0111\u1ec9nh v\u00e0 \u1ea5n t\u01b0\u1ee3ng k\u1ebft th\u00fac \u2013 l\u00e0 t\u00edch c\u1ef1c hay ti\u00eau c\u1ef1c \u2013 m\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 \u0111em l\u1ea1i. Xu h\u01b0\u1edbng n\u00e0y l\u00e0 c\u00e1i m\u00e0 nh\u00e0 kinh t\u1ebf h\u1ecdc h\u00e0nh vi Daniel Kahneman g\u1ecdi l\u00e0 “quy lu\u1eadt cao \u0111i\u1ec3m-cu\u1ed1i c\u00f9ng<\/em>” (peak-end rule).<\/p>\n

\"T\u1ea1o<\/p>\n

M\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh l\u00e0 d\u1ef1 \u00e1n mang t\u00ean “Red Bull Stratos<\/em>” v\u1edbi s\u1ee9 m\u1ec7nh cao c\u1ea3 v\u01b0\u1ee3t gi\u1edbi h\u1ea1n c\u1ee7a con ng\u01b0\u1eddi. V\u00e0o ng\u00e0y 14 th\u00e1ng 10 n\u0103m 2012, Felix Baumgartner l\u00ean t\u1edbi r\u00eca kh\u00f4ng gian c\u1ee7a th\u1ebf gi\u1edbi theo d\u00f5i tr\u1ef1c ti\u1ebfp tr\u00ean c\u00e1c c\u1ea1nh t\u1eeb ch\u1ed7 ng\u1ed3i c\u1ee7a m\u00ecnh. Vi\u1ec7c nh\u1ea3y d\u00f9 si\u00eau \u00e2m (t\u1ed1c \u0111\u1ed9 l\u1edbn h\u01a1n t\u1ed1c \u0111\u1ed9 \u00e2m thanh<\/em>) \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n, thi\u1ebft l\u1eadp k\u1ef7 l\u1ee5c lao xu\u1ed1ng tr\u1ed1n tho\u00e1t m\u1ed9t “spin ch\u1ebft ch\u00f3c<\/em>” tr\u00e1nh th\u1ea3m h\u1ecda v\u00e0 ch\u1ea1m xu\u1ed1ng \u0111\u1ea5t m\u1ed9t c\u00e1ch an to\u00e0n kh\u00f4ng h\u1ec1 h\u1ea5n g\u00ec. Kh\u00f4ng c\u00f3 g\u00ec \u0111\u00e1ng ng\u1ea1c nhi\u00ean khi Red Bull ti\u1ebfp t\u1ee5c th\u1ed1ng tr\u1ecb th\u1ecb tr\u01b0\u1eddng n\u01b0\u1edbc u\u1ed1ng t\u0103ng l\u1ef1c, lo\u1ea1i m\u00e0 m\u1ed9t tay h\u1ecd t\u1ea1o ra.<\/p>\n

7. B\u1ecb thuy\u1ebft ph\u1ee5c b\u1edfi qu\u1ea3ng c\u00e1o d\u1ef1a tr\u00ean s\u1ef1 nh\u1ea5t qu\u00e1n v\u00e0 t\u00ednh m\u1ea1ch l\u1ea1c, ch\u1ee9 kh\u00f4ng ph\u1ea3i d\u1ef1a tr\u00ean ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 s\u1ed1 l\u01b0\u1ee3ng th\u00f4ng tin<\/h2>\n

Nh\u1eefng chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o t\u1ed1t nh\u1ea5t bao g\u1ed3m m\u1ed9t \u00fd t\u01b0\u1edfng g\u00e2y ra c\u1ea3m x\u00fac r\u00f5 r\u00e0ng, \u0111\u01a1n gi\u1ea3n, l\u1eb7p \u0111i l\u1eb7p l\u1ea1i. Th\u1ef1c t\u1ebf \u00edt h\u01a1n t\u1ee9c l\u00e0 nhi\u1ec1u h\u01a1n, n\u00f3 gi\u00fap gi\u1ea3i th\u00edch v\u1ec1 s\u1ef1 hi\u1ec7n di\u1ec7n ph\u1ed5 bi\u1ebfn c\u1ee7a nh\u1eefng m\u1ea9u qu\u1ea3ng c\u00e1o 30 gi\u00e2y. T\u00e2m tr\u00ed \u00fd th\u1ee9c s\u1ebd nh\u1ea3y ngay \u0111\u1ebfn nh\u1eefng k\u1ebft lu\u1eadn, h\u00ecnh th\u00e0nh n\u00ean m\u1ed9t c\u00e2u chuy\u1ec7n m\u1ea1ch l\u1ea1c d\u1ef1a tr\u00ean th\u00f4ng tin b\u1ed9 ph\u1eadn. Xu h\u01b0\u1edbng r\u00fat ra nh\u1eefng k\u1ebft lu\u1eadn t\u1eeb th\u00f4ng tin c\u00f2n thi\u1ebfu l\u00e0 m\u1ed9t quy lu\u1eadt nh\u1eadn th\u1ee9c m\u00e0 Kahneman g\u1ecdi l\u00e0 “What you see is all there is<\/em>” (t\u1ea1m d\u1ecbch: “t\u1ea5t c\u1ea3 nh\u1eefng g\u00ec b\u1ea1n nh\u00ecn th\u1ea5y l\u00e0 g\u00ec”). Kahneman cho r\u1eb1ng s\u1ef1 nh\u1ea5t qu\u00e1n v\u00e0 t\u00ednh m\u1ea1ch l\u1ea1c, kh\u00f4ng ph\u1ea3i s\u1ed1 l\u01b0\u1ee3ng ho\u1eb7c ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a th\u00f4ng tin, l\u00e0 nh\u1eefng ch\u00eca kh\u00f3a \u0111\u1ec3 h\u00ecnh th\u00e0nh n\u00ean c\u00e1c quan \u0111i\u1ec3m.<\/p>\n

Kh\u00f4ng c\u00f3 g\u00ec \u0111\u00e1ng ng\u1ea1c nhi\u00ean khi m\u1ed9t trong nh\u1eefng h\u00ecnh th\u1ee9c m\u1edbi hot nh\u1ea5t c\u1ee7a qu\u1ea3ng c\u00e1o l\u00e0 “Branded Content<\/em>” (m\u1ed9t h\u00ecnh th\u1ee9c qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua vi\u1ec7c t\u00e0i tr\u1ee3 d\u00e0i h\u1ea1n, g\u1eafn li\u1ec1n h\u00ecnh \u1ea3nh v\u1edbi m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh tr\u00ean truy\u1ec1n h\u00ecnh). D\u1ea7n d\u1ea7n c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o ch\u1ecdn \u0111\u1ea7u t\u01b0 v\u00e0o h\u00ecnh th\u1ee9c nh\u1eefng c\u00e2u chuy\u1ec7n c\u00f3 t\u00ednh gi\u1ea3i tr\u00ed x\u00f3a m\u1edd ranh gi\u1edbi gi\u1eefa qu\u1ea3ng c\u00e1o th\u00f4ng th\u01b0\u1eddng v\u00e0 s\u1ef1 gi\u1ea3i tr\u00ed. Ch\u00fang ta c\u00f3 th\u1ec3 th\u00edch nh\u1eefng h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o m\u1edbi \u0111\u00f3 h\u01a1n nh\u01b0ng ch\u00fang ta c\u0169ng c\u00f3 th\u1ec3 b\u1ecb ch\u00fang \u1ea3nh h\u01b0\u1edfng nhi\u1ec1u h\u01a1n m\u00e0 kh\u00f4ng hi\u1ec3u t\u1ea1i sao.<\/p>\n

\u00a0<\/p>\n

Ch\u00fac c\u00e1c b\u1ea1n vui v\u1ebb!<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

\u1ea2o gi\u00e1c l\u00e0 tri gi\u00e1c nh\u01b0 c\u00f3 th\u1eadt v\u1ec1 m\u1ed9t s\u1ef1 v\u1eadt, m\u1ed9t hi\u1ec7n t\u01b0\u1ee3ng kh\u00f4ng h\u1ec1 c\u00f3 th\u1eadt trong th\u1ef1c t\u1ea1i kh\u00e1ch quan. C\u1ea3m gi\u00e1c g\u00e2y \u1ea3o gi\u00e1c l\u00e0 c\u00e1ch khi\u1ebfn ch\u00fang ta mua nh\u1eefng s\u1ea3n ph\u1ea9m th\u01b0\u01a1ng hi\u1ec7u. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 7 sai l\u1ea7m t\u00e2m l\u00fd th\u00fa v\u1ecb m\u00e0 m\u1ed7i ch\u00fang ta \u0111\u1ec1u m\u1eafc ph\u1ea3i khi mua nh\u1eefng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 th\u01b0\u01a1ng hi\u1ec7u<\/strong> s\u1eed d\u1ee5ng h\u1eb1ng ng\u00e0y. Do b\u1edfi nh\u1eefng sai l\u1ea7m \u0111\u00f3 \u0111\u01b0\u1ee3c t\u1ea1o ra t\u1eeb v\u00f4 th\u1ee9c, n\u00ean tr\u01b0\u1edbc ti\u00ean \u0111i\u1ec1u ch\u00fang ta c\u1ea7n ph\u1ea3i l\u00e0m l\u00e0 \u00fd th\u1ee9c \u0111\u01b0\u1ee3c ch\u00fang. Vi\u1ec7c nh\u1eadn ra t\u00ednh v\u00f4 l\u00fd trong nh\u1eefng quy\u1ebft \u0111\u1ecbnh c\u00f3 th\u1ec3 gi\u00fap ch\u00fang ta \u0111\u01b0a ra nh\u1eefng s\u1ef1 l\u1ef1a ch\u1ecdn h\u1ee3p l\u00fd v\u00e0 ti\u1ebft ki\u1ec7m ti\u1ec1n. M\u1eddi c\u00e1c b\u1ea1n c\u00f9ng tham kh\u1ea3o!<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[452],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/39819"}],"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=39819"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/39819\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=39819"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=39819"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=39819"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}