{"id":40991,"date":"2023-12-10T02:25:20","date_gmt":"2023-12-10T02:25:20","guid":{"rendered":"https:\/\/masterskills.org\/blog\/4-thanh-kien-ve-tam-ly-ma-cac-marketer-can-quan-tam.html"},"modified":"2023-12-13T05:19:44","modified_gmt":"2023-12-13T05:19:44","slug":"4-thanh-kien-ve-tam-ly-ma-cac-marketer-can-quan-tam","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/4-thanh-kien-ve-tam-ly-ma-cac-marketer-can-quan-tam.html","title":{"rendered":"4 th\u00e0nh ki\u1ebfn v\u1ec1 t\u00e2m l\u00fd m\u00e0 c\u00e1c marketer c\u1ea7n quan t\u00e2m"},"content":{"rendered":"
\n

M\u1ed9t trong nh\u1eefng “th\u1ebf l\u1ef1c” c\u00f3 \u1ea3nh h\u01b0\u1edfng s\u00e2u s\u1eafc nh\u1ea5t \u0111\u1ebfn marketing \u0111\u00f3 ch\u00ednh l\u00e0 s\u1ee9c m\u1ea1nh c\u1ee7a t\u00e2m l\u00fd h\u1ecdc.<\/p>\n

Trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y, c\u00e1c nh\u00e0 th\u1ea7n kinh h\u1ecdc \u0111\u00e3 thay \u0111\u1ed5i c\u00e1ch nh\u00ecn nh\u1eadn v\u1ec1 marketing, ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng v\u00e0 \u0111i\u1ec1u h\u00e0nh kinh doanh. \u0110\u1ed3ng th\u1eddi kh\u1eb3ng \u0111\u1ecbnh r\u1eb1ng, m\u1ed9t s\u1ef1 hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc h\u01a1n v\u1ec1 b\u1ed9 n\u00e3o con ng\u01b0\u1eddi s\u1ebd t\u00e1c \u0111\u1ed9ng m\u1ea1nh m\u1ebd t\u1edbi th\u00e0nh c\u00f4ng c\u1ee7a c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb.<\/p>\n

M\u1ed9t kh\u00eda c\u1ea1nh r\u1ea5t r\u1ed9ng r\u00e3i c\u1ee7a t\u00e2m l\u00fd h\u1ecdc \u0111\u00f3 ch\u00ednh l\u00e0 gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 v\u1ec1 th\u00e0nh ki\u1ebfn nh\u1eadn th\u1ee9c. M\u1ed9t th\u00e0nh ki\u1ebfn v\u1ec1 nh\u1eadn th\u1ee9c ngh\u0129a l\u00e0 “m\u1ed9t sai l\u1ea7m trong t\u01b0 duy x\u1ea3y ra khi con ng\u01b0\u1eddi x\u1eed l\u00fd v\u00e0 gi\u1ea3i th\u00edch c\u00e1c th\u00f4ng tin v\u1ec1 th\u1ebf gi\u1edbi \u0111ang s\u1ed1ng”.<\/em><\/p>\n

B\u1ea5t c\u1ee9 ai c\u0169ng c\u00f3 th\u1ec3 m\u1eafc ph\u1ea3i c\u00e1c th\u00e0nh ki\u1ebfn n\u00e0y. \u0110i\u1ec1u n\u00e0y x\u1ea3y ra kh\u00f4ng ph\u1ea3i b\u1edfi v\u00ec h\u1ecd kh\u00f4ng \u0111\u1ee7 tr\u00ed tu\u1ec7 hay b\u1ecb h\u1ea1n ch\u1ebf v\u1ec1 nh\u1eadn th\u1ee9c m\u00e0 \u0111\u01a1n gi\u1ea3n l\u00e0 b\u1edfi v\u00ec b\u1ed9 n\u00e3o ph\u00e1t ra c\u00e1c t\u00edn hi\u1ec7u \u0111i\u1ec7n theo nhi\u1ec1u c\u00e1ch r\u1ea5t kh\u00f3 d\u1ef1 \u0111o\u00e1n.<\/p>\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 4 \u0111\u1ecbnh ki\u1ebfn nh\u1eadn th\u1ee9c m\u00e0 nh\u1eefng ng\u01b0\u1eddi b\u00e1n h\u00e0ng v\u00e0 c\u00e1c marketer c\u1ea7n ch\u00fa \u00fd.<\/p>\n

1. N\u1ed7i lo m\u1ea5t m\u00e1t (Loss Aversion)<\/h2>\n

Loss Averson l\u00e0 th\u00e0nh ki\u1ebfn nh\u1eadn th\u1ee9c khi\u1ebfn m\u1ecdi ng\u01b0\u1eddi c\u00f3 xu h\u01b0\u1edbng tr\u00e1nh r\u1ee7i ro nhi\u1ec1u h\u01a1n l\u00e0 c\u1ed1 g\u1eafng \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111i\u1ec1u g\u00ec \u0111\u00f3.<\/strong> Ch\u1eb3ng h\u1ea1n, n\u1ebfu b\u1ecb m\u1ea5t 50 USD th\u00ec m\u1ed9t ng\u01b0\u1eddi s\u1ebd c\u00f3 c\u1ea3m x\u00fac m\u00e3nh li\u1ec7t h\u01a1n l\u00e0 nh\u1eadn \u0111\u01b0\u1ee3c c\u00f9ng s\u1ed1 ti\u1ec1n \u0111\u00f3. Hi\u1ec7n t\u01b0\u1ee3ng t\u00e2m l\u1ef3 n\u00e0y c\u00f9ng c\u00e1c h\u1ec7 qu\u1ea3 c\u1ee7a n\u00f3 \u2013 bao g\u1ed3m \u0111\u1ecbnh ki\u1ebfn v\u1ec1 t\u00ecnh tr\u1ea1ng hi\u1ec7n t\u1ea1i (status quo bias) v\u00e0 hi\u1ec7u \u1ee9ng c\u1ee7a s\u1ef1 s\u1edf h\u1eefu (endowment effect) s\u1ebd khi\u1ebfn ch\u00fang ta c\u00e0ng th\u00edch nh\u1eefng th\u1ee9 m\u00ecnh \u0111\u00e3 \u0111\u01b0\u1ee3c s\u1edf h\u1eefu h\u01a1n.<\/p>\n

\"Loss<\/p>\n

\n

Endownment<\/strong> l\u00e0 thu\u1eadt ng\u1eef \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 m\u00f4 t\u1ea3 hi\u1ec7n t\u01b0\u1ee3ng ph\u1ed5 bi\u1ebfn l\u00e0 ng\u01b0\u1eddi ta th\u01b0\u1eddng g\u00e1n m\u1ed9t gi\u00e1 tr\u1ecb cao h\u01a1n cho nh\u1eefng th\u1ee9 m\u00e0 h\u1ecd \u0111\u00e3 s\u1edf h\u1eefu h\u01a1n l\u00e0 nh\u1eefng th\u1ee9 m\u00e0 h\u1ecd ch\u01b0a mua. Hay n\u00f3i c\u00e1ch kh\u00e1c, m\u1ecdi ng\u01b0\u1eddi th\u01b0\u1eddng t\u1eeb ch\u1ed1i b\u00e1n \u0111i nh\u1eefng g\u00ec h\u1ecd \u0111\u00e3 s\u1edf h\u1eefu v\u1edbi gi\u00e1 cao h\u01a1n m\u1ee9c h\u1ecd s\u1eb5n l\u00f2ng b\u1ecf ra mua l\u00fac \u0111\u1ea7u. K\u1ebft qu\u1ea3 l\u00e0 gi\u00e1 b\u00e1n m\u00f3n h\u00e0ng cao h\u01a1n gi\u00e1 mua n\u00f3. V\u00ed d\u1ee5, b\u1ea1n s\u1eb5n s\u00e0ng b\u00e1n xe m\u00e1y c\u1ee7a m\u00ecnh v\u1edbi gi\u00e1 n\u00e0o? B\u1ea1n c\u00f3 ngh\u0129 r\u1eb1ng gi\u00e1 n\u00e0y l\u00e0 cao h\u01a1n hay th\u1ea5p h\u01a1n gi\u00e1 th\u1ecb tr\u01b0\u1eddng? C\u00f3 ai mu\u1ed1n mua v\u1edbi gi\u00e1 \u0111\u00f3 hay kh\u00f4ng? M\u1ed9t ph\u1ea7n \u0111i\u1ec1u n\u00e0y l\u00e0 v\u1ea5n \u0111\u1ec1 chi ph\u00ed giao d\u1ecbch. V\u00ed d\u1ee5, b\u00e1n xe m\u00e1y c\u0169ng m\u1ea5t th\u1eddi gian v\u00e0 c\u1ed1 g\u1eafng, do \u0111\u00f3 x\u00e9t theo l\u00fd l\u1ebd thu\u1ea7n t\u00fay th\u00ec gi\u1eef l\u1ea1i xe v\u1eabn d\u1ec5 h\u01a1n l\u00e0 b\u00e1n l\u1ea5y ti\u1ec1n mua xe kh\u00e1c<\/p>\n

Status quo bias<\/strong> ch\u1ec9 ra sai l\u1ec7ch m\u00e0 l\u1ebd ra nh\u00e0 \u0111\u1ea7u t\u01b0 n\u00ean h\u00e0nh \u0111\u1ed9ng nh\u01b0ng h\u1ecd l\u1ea1i kh\u00f4ng l\u00e0m g\u00ec c\u1ea3. Sai l\u1ec7ch n\u00e0y th\u01b0\u1eddng \u0111\u1ebfn v\u1edbi nh\u1eefng ng\u01b0\u1eddi m\u1edbi b\u1eaft \u0111\u1ea7u khi h\u1ecd ch\u01b0a hi\u1ec3u r\u00f5 r\u00e0ng v\u1ec1 th\u1ee9 m\u00ecnh \u0111ang \u0111\u1ea7u t\u01b0, kh\u00f4ng r\u00f5 s\u1ebd c\u00f3 r\u1ee7i ro g\u00ec, n\u00ean \u0111a d\u1ea1ng h\u00f3a ra sao, c\u0169ng kh\u00f4ng c\u1eadp nh\u1eadt xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng v\u00e0 nh\u1eefng ng\u00e0nh ngh\u1ec1 ti\u1ec1m n\u0103ng s\u1eafp t\u1edbi. Ch\u1ec9 \u0111\u1ebfn khi th\u1ef1c s\u1ef1 th\u1ea5t b\u1ea1i hay thua l\u1ed7 th\u00ec h\u1ecd m\u1edbi b\u1eaft \u0111\u1ea7u t\u1ec9nh ng\u1ed9.<\/p>\n<\/blockquote>\n

Trong marketing, b\u1ea1n n\u00ean cho kh\u00e1ch h\u00e0ng th\u1ea5y s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 tuy\u1ec7t v\u1eddi \u0111\u1ebfn m\u1ee9c m\u00e0 h\u1ecd s\u1ebd c\u1ea3m th\u1ea5y m\u1ea5t m\u00e1t n\u1ebfu nh\u01b0 kh\u00f4ng h\u00e0nh \u0111\u1ed9ng (mua h\u00e0ng). Sau \u0111\u00f3 h\u00e3y qu\u1ea3ng b\u00e1 nh\u1eefng th\u00f4ng \u0111i\u1ec7p n\u00e0y tr\u00ean c\u00e1c landing page ho\u1eb7c website c\u00f4ng ty, t\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 bi\u1ebfn nh\u1eefng ng\u01b0\u1eddi s\u1eed d\u1ee5ng Internet th\u00f4ng th\u01b0\u1eddng th\u00e0nh lead (kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng)<\/p>\n

2. Hi\u1ec7u \u1ee9ng “neo” t\u00e2m l\u00fd (Anchoring bias)<\/h2>\n

\u0110i\u1ec1u n\u00e0y x\u1ea3y ra khi m\u1ed9t th\u00f4ng tin kh\u00f4ng li\u00ean quan n\u00e0o \u0111\u00f3 chi ph\u1ed1i c\u1ea3 qu\u00e1 tr\u00ecnh suy ngh\u0129 c\u1ee7a b\u1ea1n.<\/strong><\/p>\n

\"Loss<\/p>\n

\u00a0<\/div>\n

Con ng\u01b0\u1eddi th\u01b0\u1eddng c\u00f3 xu h\u01b0\u1edbng l\u1ea5y nh\u1eefng th\u00f4ng tin \u0111\u1ea7u ti\u00ean nghe ho\u1eb7c t\u00ecm th\u1ea5y \u0111\u01b0\u1ee3c l\u00e0m ti\u00eau chu\u1ea9n \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 c\u00e1c th\u00f4ng tin h\u1ecd ti\u1ebfp nh\u1eadn sau \u0111\u00f3. Ch\u1eb3ng h\u1ea1n, khi b\u1ea1n \u0111i qua m\u1ed9t c\u1eeda h\u00e0ng th\u1eddi trang v\u00e0 nh\u00ecn th\u1ea5y gi\u00e1 c\u1ee7a m\u1ed9t chi\u1ebfc \u00e1o len l\u00e0 500.000 \u0111\u1ed3ng, sau \u0111\u00f3 ti\u1ebfp t\u1ee5c \u0111i sang c\u1eeda h\u00e0ng b\u00ean c\u1ea1nh v\u00e0 th\u1ea5y chi\u1ebfc \u00e1o len c\u00f9ng lo\u1ea1i v\u1edbi gi\u00e1 ch\u1ec9 m\u1ed9t n\u1eeda, ngay l\u1eadp t\u1ee9c b\u1ea1n s\u1ebd ngh\u0129 chi\u1ebfc \u00e1o th\u1ee9 hai c\u00f3 gi\u00e1 h\u1eddi. L\u00fac n\u00e0y, quy\u1ebft \u0111\u1ecbnh c\u1ee7a b\u1ea1n \u0111\u00e3 b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi gi\u00e1 c\u1ee7a chi\u1ebfc \u00e1o \u0111\u1ea7u ti\u00ean.<\/p>\n

Hi\u1ec7u \u1ee9ng b\u1ecb “d\u00ednh ch\u1eb7t” ph\u1ea3i m\u1ed9t th\u1ee9 g\u00ec \u0111\u00f3 c\u00f3 \u1ea3nh h\u01b0\u1edfng l\u1edbn h\u01a1n nh\u1eadn th\u1ee9c v\u1ec1 gi\u00e1 c\u1ea3 c\u1ee7a m\u1ed9t m\u00f3n \u0111\u1ed3. Khi t\u00e2m tr\u00ed \u0111\u00e3 b\u1ecb “neo” th\u00ec ch\u00fang ta kh\u00f4ng th\u1ec3 n\u00e0o \u0111\u1ee7 s\u00e1ng su\u1ed1t \u0111\u1ec3 nh\u00ecn nh\u1eadn nh\u1eefng y\u1ebfu t\u1ed1 kh\u00e1c quan tr\u1ecdng h\u01a1n. N\u1ebfu ch\u00fang ta b\u1eaft \u0111\u1ea7u b\u1eb1ng m\u1ed9t con s\u1ed1 kh\u1ed5ng l\u1ed3 v\u00e0 sau \u0111\u00f3, thay th\u1ebf b\u1eb1ng m\u1ed9t con s\u1ed1 r\u1ea5t nh\u1ecf kh\u00e1c, th\u00ec ng\u01b0\u1eddi d\u00f9ng s\u1ebd c\u1ea3m th\u1ea5y m\u1ee9c gi\u00e1 \u0111\u00f3 kh\u00f4ng h\u1ec1 \u0111\u1eaft!<\/p>\n

C\u00e1c marketer c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng \u0111\u1ecbnh ki\u1ebfn nh\u1eadn th\u1ee9c n\u00e0y c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec3 th\u1ef1c hi\u1ec7n m\u1ed9t s\u1ed1 th\u1ee7 thu\u1eadt gi\u00fap gia t\u0103ng kh\u1ea3 n\u0103ng mua h\u00e0ng nh\u01b0: gi\u1ea3m gi\u00e1 h\u00e0ng t\u1ed3n kho, gi\u1edbi h\u1ea1n s\u1ed1 l\u01b0\u1ee3ng b\u00e1n, hay c\u00e1c c\u00e1ch l\u00e0m kh\u00e1c nh\u1eb1m t\u1eadp trung s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0o nh\u1eefng y\u1ebfu t\u1ed1 \u0111\u1ea7u ti\u00ean m\u00e0 h\u1ecd \u0111\u1ec3 t\u00e2m. Ch\u1eb3ng h\u1ea1n, m\u1ed9t kh\u00e1ch h\u00e0ng mua xe h\u01a1i khi \u0111\u00e3 t\u1eadp trung v\u00e0o ch\u1ea5t li\u1ec7u da c\u1ee7a gh\u1ebf ng\u1ed3i th\u00ec s\u1ebd ch\u1ec9 \u0111\u1ec3 t\u00e2m \u0111\u1ebfn n\u1ed9i th\u1ea5t trong xe m\u00e0 qu\u00ean \u0111i nh\u1eefng y\u1ebfu t\u1ed1 kh\u00e1c nh\u01b0 \u0111\u1ed9ng c\u01a1, \u0111\u1ed3ng h\u1ed3 c\u00e2y s\u1ed1 hay b\u1ed9 ti\u1ebft ki\u1ec7m x\u0103ng.<\/p>\n

3. Thi\u00ean v\u1ecb trong l\u1ef1a ch\u1ecdn (Choice-supportive bias)<\/h2>\n

Khi b\u1ea1n l\u1ef1a ch\u1ecdn m\u1ed9t th\u1ee9 g\u00ec \u0111\u00f3, b\u1ea1n c\u00f3 xu h\u01b0\u1edbng c\u1ea3m th\u1ea5y t\u00edch c\u1ef1c v\u1ec1 th\u1ee9 \u0111\u00f3, ngay c\u1ea3 n\u1ebfu s\u1ef1 l\u1ef1a ch\u1ecdn c\u1ee7a b\u1ea1n c\u00f3 nh\u1eefng sai l\u1ea7m.<\/strong> B\u1ea1n ngh\u0129 r\u1eb1ng con ch\u00f3 c\u1ee7a b\u1ea1n l\u00e0 tuy\u1ec7t v\u1eddi \u2013 ngay c\u1ea3 n\u1ebfu n\u00f3 th\u1ec9nh tho\u1ea3ng c\u1eafn ng\u01b0\u1eddi kh\u00e1c \u2013 v\u00e0 nh\u1eefng con ch\u00f3 kh\u00e1c l\u00e0 ngu ng\u1ed1c v\u00ec ch\u00fang kh\u00f4ng ph\u1ea3i ch\u00f3 c\u1ee7a b\u1ea1n.<\/p>\n

\"Loss<\/p>\n

T\u1ea5t c\u1ea3 ch\u00fang ta \u0111\u1ec1u c\u00f3 nh\u1eefng s\u1ef1 \u01b0u ti\u00ean kh\u00f4ng r\u00f5 l\u00fd do, v\u00ed nh\u01b0 th\u00edch m\u1ed9t lo\u1ea1i m\u1ef9 ph\u1ea9m, d\u00f2ng \u0111i\u1ec7n tho\u1ea1i, ca nh\u1ea1c, m\u00f3n \u0103n hay quan \u0111i\u1ec3m v\u1ec1 m\u1ed9t v\u1ea5n \u0111\u1ec1 x\u00e3 h\u1ed9i… Theo \u0111\u00f3, ch\u00fang ta ch\u1ec9 t\u1eadp trung v\u00e0o m\u1eb7t t\u00edch c\u1ef1c c\u1ee7a ch\u00fang v\u00e0 kh\u00f4ng \u0111\u1ec3 t\u00e2m qu\u00e1 nhi\u1ec1u \u0111\u1ebfn m\u1eb7t ti\u00eau c\u1ef1c.<\/p>\n

\u00a0<\/div>\n

Ch\u1eb3ng h\u1ea1n, khi l\u00e0 fan h\u00e2m m\u1ed9 c\u1ee7a m\u1ed9t \u0111\u1ed9i b\u00f3ng, nhi\u1ec1u ng\u01b0\u1eddi th\u01b0\u1eddng c\u00f3 xu h\u01b0\u1edbng gi\u1ea3m nh\u1eb9 nh\u1eefng t\u00ecnh ti\u1ebft x\u1ea5u nh\u01b0 nh\u1eefng tr\u1eadn thua, c\u00e1c c\u1ea7u th\u1ee7 \u0111\u00e1 k\u00e9m h\u01a1n hay \u0111\u1ed9i ng\u0169 qu\u1ea3n l\u00fd c\u00f3 v\u1ea5n \u0111\u1ec1. Thay v\u00e0o \u0111\u00f3, h\u1ecd ca ng\u1ee3i c\u00e1c ng\u00f4i sao trong \u0111\u1ed9i, nh\u1eefng t\u1ea5m huy ch\u01b0\u01a1ng v\u00e0ng, nh\u1eefng l\u1ea7n v\u00f4 \u0111\u1ecbch trong l\u1ecbch s\u1eed hay c\u00e1c pha b\u00f3ng \u0111\u1eb9p m\u1eaft \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1edfi m\u1ed9t v\u00e0i th\u00e0nh vi\u00ean trong \u0111\u1ed9i tuy\u1ec3n \u0111\u00f3.<\/p>\n

\u0110\u1ecbnh ki\u1ebfn n\u00e0y s\u1ebd t\u00e1c \u0111\u1ed9ng t\u1edbi ho\u1ea1t \u0111\u1ed9ng marketing theo c\u00e1c c\u00e1ch sau:<\/p>\n

Hi\u1ec7u \u1ee9ng \u1ee7ng h\u1ed9 cho s\u1ef1 l\u1ef1a ch\u1ecdn n\u00e0y ph\u00e1t huy t\u00e1c d\u1ee5ng khi kh\u00e1ch h\u00e0ng \u0111\u00e3 mua s\u1ea3n ph\u1ea9m. B\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng email marketing, c\u00f4ng ty c\u00f3 th\u1ec3 t\u0103ng c\u01b0\u1eddng nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u qua vi\u1ec7c chia s\u1ebb nh\u1eefng l\u1eddi nh\u1eadn x\u00e9t (testimonial), b\u1eb1ng ch\u1ee9ng v\u1ec1 t\u00ednh \u01b0u vi\u1ec7t c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 nh\u1eafc nh\u1edb v\u1ec1 l\u00fd do t\u1ea1i sao h\u1ecd \u0111\u00e3 l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m.<\/p>\n

C\u00e1c marketer c\u0169ng c\u00f3 th\u1ec3 t\u1ea1o n\u00ean hi\u1ec7u \u1ee9ng thi\u00ean v\u1ecb n\u00e0y tr\u01b0\u1edbc c\u1ea3 khi kh\u00e1ch h\u00e0ng mua s\u1ea3n ph\u1ea9m b\u1eb1ng ph\u01b0\u01a1ng th\u1ee9c email opt-in (h\u00ecnh th\u1ee9c g\u1eedi email sau khi \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng cho ph\u00e9p), n\u00fat “like” tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, t\u1eeb \u0111\u00f3 khi\u1ebfn h\u1ecd ra quy\u1ebft \u0111\u1ecbnh m\u1ed9t c\u00e1ch v\u00f4 th\u1ee9c v\u00e0 nhanh ch\u00f3ng tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng.<\/p>\n

4. Hi\u1ec7u \u1ee9ng do c\u00e1ch tr\u00ecnh b\u00e0y (Framing bias)<\/h2>\n

Hi\u1ec7u \u1ee9ng di\u1ec5n \u0111\u1ea1t l\u00e0 m\u1ed9t trong nh\u1eefng hi\u1ec7u \u1ee9ng t\u00e2m l\u00fd ph\u1ed5 bi\u1ebfn nh\u1ea5t trong marketing. Theo \u0111\u00f3, quy\u1ebft \u0111\u1ecbnh c\u1ee7a m\u1ed7i ng\u01b0\u1eddi s\u1ebd ph\u1ee5 thu\u1ed9c v\u00e0o vi\u1ec7c nh\u1eefng l\u1ef1a ch\u1ecdn \u0111\u01b0\u1ee3c \u0111\u01b0a ra \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y nh\u01b0 th\u1ebf n\u00e0o.<\/strong><\/p>\n

\"Loss<\/p>\n

M\u1ed9t th\u00ed nghi\u1ec7m v\u1ec1 hi\u1ec7u \u1ee9ng di\u1ec5n \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1edfi hai nh\u00e0 t\u00e2m l\u00fd kinh t\u1ebf h\u1ecdc Kahneman v\u00e0 Tversky \u0111\u00e3 n\u00eau l\u00ean m\u1ed9t v\u1ea5n \u0111\u1ec1 v\u1edbi hai l\u1ef1a ch\u1ecdn:<\/p>\n

Hai l\u1ef1a ch\u1ecdn c\u00f3 k\u1ebft qu\u1ea3 gi\u1ed1ng h\u1ec7t nhau, nh\u01b0ng \u0111\u01b0\u1ee3c di\u1ec5n \u0111\u1ea1t theo hai c\u00e1ch kh\u00e1c h\u1eb3n nhau, m\u1ed9t b\u00ean t\u00edch c\u1ef1c, c\u00f2n m\u1ed9t b\u00ean ti\u00eau c\u1ef1c. \u0110a ph\u1ea7n nh\u1eefng ng\u01b0\u1eddi tham gia kh\u1ea3o s\u00e1t \u0111\u00e3 ch\u1ecdn c\u00e1ch di\u1ec5n \u0111\u1ea1t t\u00edch c\u1ef1c.<\/p>\n

C\u00f3 th\u1ec3 th\u1ea5y, m\u1ed9t s\u1ef1 thay \u0111\u1ed5i trong c\u00e1ch tr\u00ecnh b\u00e0y \u0111\u00e3 t\u1ea1o ra nh\u1eefng kh\u00e1c bi\u1ec7t<\/p>\n

Th\u00eam m\u1ed9t s\u1ed1 v\u00ed d\u1ee5 minh h\u1ecda v\u1ec1 s\u1ef1 thay \u0111\u1ed5i trong c\u00e1ch d\u00f9ng t\u1eeb c\u00f3 th\u1ec3 t\u1ea1o ra hi\u1ec7u \u1ee9ng n\u00e0y:<\/p>\n

Hi\u1ec7u \u1ee9ng th\u00fa v\u1ecb n\u00e0y \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i b\u1edfi c\u00e1c ch\u00ednh tr\u1ecb gia, doanh nh\u00e2n, c\u00e1c b\u1eadc cha m\u1eb9 v\u00e0 t\u1ea5t c\u1ea3 nh\u1eefng ai \u0111\u1ee9ng \u1edf v\u1ecb tr\u00ed trung gian c\u00f3 vai tr\u00f2 \u0111\u1ecbnh h\u00ecnh s\u1ef1 ph\u1ea3n \u1ee9ng c\u1ee7a m\u1ecdi ng\u01b0\u1eddi v\u1edbi th\u00f4ng tin. S\u1ef1 th\u1eadt v\u1eabn l\u00e0 s\u1ef1 th\u1eadt nh\u01b0ng c\u00e1ch m\u00e0 b\u1ea1n n\u00f3i ra s\u1ef1 th\u1eadt \u0111\u00f3 s\u1ebd t\u00e1c \u0111\u1ed9ng t\u1edbi c\u00e1ch m\u00e0 m\u1ecdi ng\u01b0\u1eddi ph\u1ea3n \u1ee9ng v\u1edbi ch\u00fang.<\/p>\n

\u00a0<\/div>\n

K\u1ebft<\/h2>\n

Nh\u1eefng \u0111\u1ecbnh ki\u1ebfn nh\u1eadn th\u1ee9c n\u00eau tr\u00ean hi\u1ec7n h\u1eefu \u1edf m\u1ecdi kh\u00e1ch h\u00e0ng v\u1edbi c\u00e1c m\u1ee9c \u0111\u1ed9 kh\u00e1c nhau. B\u1ea1n ch\u1ec9 c\u1ea7n ph\u00e1t hi\u1ec7n v\u00e0 \u00e1p d\u1ee5ng ch\u00fang \u0111\u00fang c\u00e1ch \u0111\u1ec3 gi\u00fap kh\u00e1ch h\u00e0ng \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh ch\u00ednh x\u00e1c.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

M\u1ed9t trong nh\u1eefng “th\u1ebf l\u1ef1c” c\u00f3 \u1ea3nh h\u01b0\u1edfng s\u00e2u s\u1eafc nh\u1ea5t \u0111\u1ebfn marketing \u0111\u00f3 ch\u00ednh l\u00e0 s\u1ee9c m\u1ea1nh c\u1ee7a t\u00e2m l\u00fd h\u1ecdc.<\/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\/40991"}],"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=40991"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/40991\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=40991"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=40991"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=40991"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}