{"id":4007,"date":"2026-08-20T21:54:54","date_gmt":"2026-08-20T21:54:54","guid":{"rendered":"https:\/\/vbaseup.com\/kien-thuc\/?p=4007"},"modified":"2026-08-24T18:15:52","modified_gmt":"2026-08-24T18:15:52","slug":"7-nguyen-ly-thuyet-phuc-cua-robert-cialdini","status":"publish","type":"post","link":"https:\/\/vbaseup.com\/kien-thuc\/7-nguyen-ly-thuyet-phuc-cua-robert-cialdini\/","title":{"rendered":"7 Nguy\u00ean l\u00fd Thuy\u1ebft ph\u1ee5c c\u1ee7a Robert Cialdini"},"content":{"rendered":"

M\u1ed9t vi\u00ean k\u1eb9o mint r\u1ebb ti\u1ec1n c\u00f3 th\u1ec3 khi\u1ebfn ti\u1ec1n tip t\u0103ng l\u00ean, c\u00f2n chi\u1ebfc \u00e1o vest cam l\u1ea1i khi\u1ebfn ng\u01b0\u1eddi l\u1ea1 nghe l\u1eddi. B\u1ed9 n\u00e3o c\u1ee7a ch\u00fang ta c\u00f3 nhi\u1ec1u \u201cn\u00fat b\u1ea5m mua h\u00e0ng\u201d h\u01a1n b\u1ea1n ngh\u0129.<\/p><\/blockquote>\n

\u0110\u00e3 bao gi\u1edd b\u1ea1n v\u00e0o m\u1ed9t website ch\u1ec9 \u0111\u1ec3 xem th\u1eed, nh\u01b0ng cu\u1ed1i c\u00f9ng l\u1ea1i \u0111i\u1ec1n email v\u00ec v\u1eeba nh\u1eadn \u0111\u01b0\u1ee3c m\u1ed9t t\u00e0i li\u1ec7u mi\u1ec5n ph\u00ed? Ho\u1eb7c gi\u1eefa hai s\u1ea3n ph\u1ea9m g\u1ea7n gi\u1ed1ng nhau, b\u1ea1n ch\u1ecdn ngay c\u00e1i c\u00f3 h\u00e0ng ngh\u00ecn ng\u01b0\u1eddi d\u00f9ng v\u00e0 v\u00e0i logo quen thu\u1ed9c \u0111\u1ee9ng ph\u00eda sau. Nh\u1eefng quy\u1ebft \u0111\u1ecbnh n\u00e0y c\u00f3 v\u1ebb t\u1ef1 nhi\u00ean, nh\u01b0ng ch\u00fang th\u01b0\u1eddng \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y b\u1edfi c\u00e1c nguy\u00ean l\u00fd t\u00e2m l\u00fd \u0111\u00e3 t\u1ed3n t\u1ea1i t\u1eeb l\u00e2u trong c\u00e1ch con ng\u01b0\u1eddi s\u1ed1ng c\u00f9ng nhau.<\/p>\n

Robert Cialdini v\u00e0 7 Nguy\u00ean l\u00fd Thuy\u1ebft ph\u1ee5c.<\/h2>\n

Robert Cialdini l\u00e0 m\u1ed9t trong nh\u1eefng nh\u00e0 t\u00e2m l\u00fd h\u1ecdc c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng l\u1edbn trong l\u0129nh v\u1ef1c t\u00e2m l\u00fd h\u1ecdc h\u00e0nh vi v\u00e0 t\u1ed1i \u01b0u h\u00f3a chuy\u1ec3n \u0111\u1ed5i (CRO). V\u00e0o nh\u1eefng n\u0103m 1980, \u00f4ng xu\u1ea5t b\u1ea3n cu\u1ed1n s\u00e1ch Influence: The Psychology of Persuasion<\/em> (S\u1ee9c m\u1ea1nh thuy\u1ebft ph\u1ee5c), \u0111\u1eb7t n\u1ec1n m\u00f3ng cho 6 nguy\u00ean l\u00fd thuy\u1ebft ph\u1ee5c ho\u1ea1t \u0111\u1ed9ng g\u1ea7n gi\u1ed1ng nh\u1eefng \u201cn\u00fat b\u1ea5m mua h\u00e0ng\u201d t\u1ef1 nhi\u00ean trong n\u00e3o b\u1ed9 con ng\u01b0\u1eddi.<\/p>\n

\u0110\u1ebfn n\u0103m 2016, sau h\u01a1n 30 n\u0103m nghi\u00ean c\u1ee9u, Cialdini ti\u1ebfp t\u1ee5c gi\u1edbi thi\u1ec7u nguy\u00ean l\u00fd th\u1ee9 7 trong cu\u1ed1n Pre-Suasion<\/em> (Ti\u1ec1n thuy\u1ebft ph\u1ee5c). Khi \u0111\u01b0\u1ee3c \u0111\u1eb7t \u0111\u00fang ch\u1ed7 trong h\u00e0nh tr\u00ecnh tr\u1ea3i nghi\u1ec7m, 7 nguy\u00ean l\u00fd n\u00e0y c\u00f3 th\u1ec3 gi\u00fap website c\u1ee7a b\u1ea1n b\u1edbt c\u1ea3m gi\u00e1c b\u00e1n h\u00e0ng v\u00e0 khi\u1ebfn ng\u01b0\u1eddi d\u00f9ng t\u1ef1 nguy\u1ec7n ti\u1ebfn th\u00eam m\u1ed9t b\u01b0\u1edbc. Nh\u01b0ng n\u1ebfu b\u1ecb l\u1ea1m d\u1ee5ng, ch\u00fang c\u0169ng r\u1ea5t d\u1ec5 bi\u1ebfn th\u00e0nh nh\u1eefng chi\u00eau tr\u00f2 thao t\u00fang.<\/p>\n

\"Robert<\/p>\n

S\u1ef1 c\u00f3 \u0111i c\u00f3 l\u1ea1i (Reciprocity).<\/strong><\/h2>\n

Khi \u0111\u01b0\u1ee3c ai \u0111\u00f3 t\u1eb7ng qu\u00e0, gi\u00fap \u0111\u1ee1 ho\u1eb7c d\u00e0nh cho m\u1ed9t \u0111\u1eb7c quy\u1ec1n, ch\u00fang ta th\u01b0\u1eddng c\u00f3 \u0111\u1ed9ng l\u1ef1c b\u1ea3n n\u0103ng v\u00e0 c\u1ea3m th\u1ea5y m\u00ecnh mang ngh\u0129a v\u1ee5 \u0111\u1ea1o \u0111\u1ee9c ph\u1ea3i \u0111\u00e1p l\u1ea1i b\u1eb1ng m\u1ed9t h\u00e0nh \u0111\u1ed9ng t\u01b0\u01a1ng x\u1ee9ng. Nguy\u00ean l\u00fd c\u00f3 qua c\u00f3 l\u1ea1i b\u1eaft ngu\u1ed3n t\u1eeb ch\u00ednh c\u1ea3m gi\u00e1c m\u1eafc n\u1ee3 m\u00e0 con ng\u01b0\u1eddi c\u1ef1c k\u1ef3 gh\u00e9t ph\u1ea3i mang theo.<\/p>\n

\"c\u00f3<\/p>\n

Cho \u0111i tr\u01b0\u1edbc m\u00e0 kh\u00f4ng k\u00e8m \u0111i\u1ec1u ki\u1ec7n<\/h3>\n

Tuy nhi\u00ean, c\u00f3 qua c\u00f3 l\u1ea1i kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t cu\u1ed9c trao \u0111\u1ed5i s\u00f2ng ph\u1eb3ng theo ki\u1ec3u: \u201cT\u00f4i s\u1ebd l\u00e0m c\u00e1i n\u00e0y n\u1ebfu anh l\u00e0m c\u00e1i kia\u201d. Vi\u1ec7c trao \u0111\u1ed5i ph\u1ea3i b\u1eaft \u0111\u1ea7u b\u1eb1ng h\u00e0nh \u0111\u1ed9ng cho \u0111i tr\u01b0\u1edbc, kh\u00f4ng g\u1eafn \u0111i\u1ec1u ki\u1ec7n ho\u1eb7c c\u00f4ng khai k\u1ef3 v\u1ecdng \u0111\u01b0\u1ee3c nh\u1eadn l\u1ea1i. Ch\u00ednh c\u1ea3m gi\u00e1c v\u00f4 t\u01b0 \u0111\u00f3 m\u1edbi t\u1ea1o ra \u00e1p l\u1ef1c t\u00e2m l\u00fd khi\u1ebfn ng\u01b0\u1eddi nh\u1eadn mu\u1ed1n \u0111\u00e1p tr\u1ea3.<\/p>\n

Gi\u00e1 tr\u1ecb kh\u00f4ng t\u01b0\u01a1ng x\u1ee9ng:<\/strong> Hai h\u00e0nh \u0111\u1ed9ng kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i ngang nhau, b\u1edfi m\u1ed9t m\u00f3n qu\u00e0 nh\u1ecf v\u00e0 g\u1ea7n nh\u01b0 ch\u1eb3ng t\u1ed1n bao nhi\u00eau chi ph\u00ed v\u1eabn c\u00f3 th\u1ec3 k\u00edch ho\u1ea1t h\u00e0nh \u0111\u1ed9ng \u0111\u00e1p l\u1ea1i l\u1edbn h\u01a1n nhi\u1ec1u l\u1ea7n.<\/p>\n

Nghi\u00ean c\u1ee9u v\u1ec1 ti\u1ec1n tip t\u1ea1i nh\u00e0 h\u00e0ng, c\u00f2n \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn v\u1edbi t\u00ean Sweeting the Till<\/em>, l\u00e0 v\u00ed d\u1ee5 kh\u00e1 r\u00f5. Khi ng\u01b0\u1eddi ph\u1ee5c v\u1ee5 mang h\u00f3a \u0111\u01a1n ra m\u00e0 kh\u00f4ng k\u00e8m k\u1eb9o mint, ti\u1ec1n tip v\u1eabn \u1edf m\u1ee9c b\u00ecnh th\u01b0\u1eddng. Ch\u1ec9 c\u1ea7n th\u00eam 1 vi\u00ean k\u1eb9o mint<\/strong>, s\u1ed1 ti\u1ec1n n\u00e0y \u0111\u00e3 t\u0103ng l\u00ean. Khi ng\u01b0\u1eddi ph\u1ee5c v\u1ee5 \u0111\u01b0a 2 vi\u00ean k\u1eb9o mint<\/strong> theo c\u00e1ch th\u00e2n thi\u1ec7n v\u00e0 mang t\u00ednh c\u00e1 nh\u00e2n h\u01a1n, ti\u1ec1n tip ti\u1ebfp t\u1ee5c t\u0103ng v\u1ecdt d\u00f9 gi\u00e1 tr\u1ecb c\u1ee7a v\u00e0i vi\u00ean k\u1eb9o ho\u00e0n to\u00e0n kh\u00f4ng t\u01b0\u01a1ng x\u1ee9ng v\u1edbi kho\u1ea3n ti\u1ec1n kh\u00e1ch \u0111\u1ec3 l\u1ea1i.<\/p><\/blockquote>\n

M\u1ed9t th\u1eed nghi\u1ec7m kh\u00e1c cho ng\u01b0\u1eddi tham gia nh\u1eadn lon Coca-Cola mi\u1ec5n ph\u00ed t\u1eeb m\u1ed9t ng\u01b0\u1eddi l\u1ea1, th\u1ef1c ch\u1ea5t l\u00e0 \u0111\u1ed3ng ph\u1ea1m c\u1ee7a nh\u00f3m nghi\u00ean c\u1ee9u. Sau \u0111\u00f3, ng\u01b0\u1eddi n\u00e0y \u0111\u1ec1 ngh\u1ecb h\u1ecd mua v\u00e9 s\u1ed1 \u1ee7ng h\u1ed9. Nh\u1eefng ng\u01b0\u1eddi v\u1eeba nh\u1eadn lon n\u01b0\u1edbc c\u00f3 t\u1ef7 l\u1ec7 mua v\u00e9 cao h\u01a1n g\u1ea5p nhi\u1ec1u l\u1ea7n so v\u1edbi nh\u00f3m kh\u00f4ng \u0111\u01b0\u1ee3c t\u1eb7ng g\u00ec.<\/p><\/blockquote>\n

Hi\u1ec7u \u1ee9ng n\u00e0y c\u0169ng xu\u1ea5t hi\u1ec7n trong m\u1ed9t nghi\u00ean c\u1ee9u t\u1ea1i si\u00eau th\u1ecb \u1edf V\u01b0\u01a1ng qu\u1ed1c Anh. Sau khi r\u1eddi si\u00eau th\u1ecb, nh\u00f3m kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c nh\u1eadn m\u1eabu th\u1eed \u0111\u1ed3 \u0103n mi\u1ec5n ph\u00ed \u0111\u1ed3ng \u00fd tham gia kh\u1ea3o s\u00e1t v\u1ec1 tivi v\u1edbi t\u1ef7 l\u1ec7 cao h\u01a1n h\u1eb3n nh\u00f3m kh\u00f4ng nh\u1eadn m\u1eabu th\u1eed.<\/p>\n

M\u00f3n qu\u00e0 r\u1ea5t nh\u1ecf, nh\u01b0ng c\u1ea3m gi\u00e1c c\u1ea7n \u0111\u00e1p l\u1ea1i th\u00ec kh\u00f4ng nh\u1ecf nh\u01b0 v\u1eady.<\/p>\n

Trao gi\u00e1 tr\u1ecb tr\u01b0\u1edbc trong CRO v\u00e0 UX<\/h3>\n

V\u1edbi CRO v\u00e0 thi\u1ebft k\u1ebf tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng (UX), b\u1ea1n c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng nguy\u00ean l\u00fd n\u00e0y b\u1eb1ng c\u00e1ch trao gi\u00e1 tr\u1ecb tr\u01b0\u1edbc<\/strong>. C\u00e1c c\u00f4ng c\u1ee5 h\u1eefu \u00edch, t\u00e0i li\u1ec7u t\u1ea3i xu\u1ed1ng mi\u1ec5n ph\u00ed, e-book c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng, webinar ho\u1eb7c th\u1eddi gian d\u00f9ng th\u1eed \u0111\u1ec1u c\u00f3 th\u1ec3 gi\u00fap kh\u00e1ch h\u00e0ng hi\u1ec3u s\u1ea3n ph\u1ea9m tr\u01b0\u1edbc khi h\u1ecd b\u1ecb y\u00eau c\u1ea7u tr\u1ea3 l\u1ea1i \u0111i\u1ec1u g\u00ec.<\/p>\n

Vi\u1ec7c \u0111\u1eb7t n\u00fat k\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng (CTA) l\u00fac n\u00e0y c\u0169ng quan tr\u1ecdng. \u0110\u1eebng y\u00eau c\u1ea7u kh\u00e1ch h\u00e0ng \u0111\u0103ng k\u00fd ho\u1eb7c mua qu\u00e1 s\u1edbm khi h\u1ecd ch\u01b0a nh\u00ecn th\u1ea5y gi\u00e1 tr\u1ecb. H\u00e3y \u0111\u1ec3 h\u1ecd \u0111\u1ecdc h\u1ebft m\u1ed9t b\u00e0i vi\u1ebft chuy\u00ean s\u00e2u, s\u1eed d\u1ee5ng c\u00f4ng c\u1ee5 ho\u1eb7c hi\u1ec3u s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n tr\u01b0\u1edbc. Cu\u1ed1i b\u00e0i, khi c\u1ea3m gi\u00e1c c\u00f3 qua c\u00f3 l\u1ea1i \u0111ang r\u00f5 nh\u1ea5t, bi\u1ec3u m\u1eabu nh\u1eadn tin hay l\u1eddi m\u1eddi d\u00f9ng th\u1eed s\u1ebd t\u1ef1 nhi\u00ean h\u01a1n nhi\u1ec1u.<\/p>\n

Giao di\u1ec7n c\u00e0ng t\u1ed1i gi\u1ea3n, r\u00f5 r\u00e0ng, m\u01b0\u1ee3t m\u00e0 v\u00e0 minh b\u1ea1ch th\u00ec kh\u00e1ch h\u00e0ng c\u00e0ng d\u1ec5 ti\u1ebfp c\u1eadn ph\u1ea7n gi\u00e1 tr\u1ecb b\u1ea1n \u0111ang trao.<\/p>\n

Spotify Premium l\u00e0 m\u1ed9t tr\u01b0\u1eddng h\u1ee3p quen thu\u1ed9c khi cho ng\u01b0\u1eddi d\u00f9ng tr\u1ea3i nghi\u1ec7m g\u00f3i Individual trong 3 th\u00e1ng v\u1edbi m\u1ee9c gi\u00e1 r\u1ea5t r\u1ebb, ch\u1ec9 65.000\u0111<\/strong>. Sau th\u1eddi gian nghe nh\u1ea1c ch\u1ea5t l\u01b0\u1ee3ng cao v\u00e0 kh\u00f4ng c\u00f3 qu\u1ea3ng c\u00e1o, th\u00f3i quen m\u1edbi \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u1ecbnh h\u00ecnh. Vi\u1ec7c quay l\u1ea1i phi\u00ean b\u1ea3n mi\u1ec5n ph\u00ed tr\u1edf n\u00ean kh\u00f3 kh\u0103n, khi\u1ebfn h\u1ecd d\u1ec5 t\u1ef1 nguy\u1ec7n \u0111\u0103ng k\u00fd tr\u1ea3 ph\u00ed h\u1eb1ng th\u00e1ng nh\u01b0 m\u1ed9t c\u00e1ch \u0111\u00e1p l\u1ea1i gi\u00e1 tr\u1ecb \u0111\u00e3 nh\u1eadn.<\/p><\/blockquote>\n

S\u1ef1 nh\u1ea5t qu\u00e1n v\u00e0 cam k\u1ebft (Commitment and Consistency)<\/strong>.<\/h2>\n

Con ng\u01b0\u1eddi c\u00f3 nhu c\u1ea7u \u0111\u01b0\u1ee3c nh\u00ecn nh\u1eadn nh\u01b0 m\u1ed9t c\u00e1 nh\u00e2n nh\u1ea5t qu\u00e1n trong m\u1eaft ng\u01b0\u1eddi kh\u00e1c. M\u1ed9t khi \u0111\u00e3 c\u00f4ng khai cam k\u1ebft ho\u1eb7c th\u1ec3 hi\u1ec7n quan \u0111i\u1ec3m n\u00e0o \u0111\u00f3, ch\u00fang ta th\u01b0\u1eddng ti\u1ebfp t\u1ee5c h\u00e0nh \u0111\u1ed9ng theo h\u01b0\u1edbng ph\u00f9 h\u1ee3p v\u1edbi l\u1ef1a ch\u1ecdn ban \u0111\u1ea7u \u0111\u1ec3 b\u1ea3o v\u1ec7 h\u00ecnh \u1ea3nh b\u1ea3n th\u00e2n (self-image) \u0111\u00e3 x\u00e2y d\u1ef1ng.<\/p>\n

\"cam<\/p>\n

Cam k\u1ebft nh\u1ecf d\u1eabn \u0111\u1ebfn h\u00e0nh vi l\u1edbn<\/h3>\n

Nh\u01b0ng vi\u1ec7c y\u00eau c\u1ea7u m\u1ed9t cam k\u1ebft qu\u00e1 l\u1edbn ngay t\u1eeb \u0111\u1ea7u th\u01b0\u1eddng khi\u1ebfn ng\u01b0\u1eddi d\u00f9ng r\u1eddi \u0111i. C\u00e1ch hi\u1ec7u qu\u1ea3 h\u01a1n l\u00e0 chia h\u00e0nh tr\u00ecnh th\u00e0nh nh\u1eefng cam k\u1ebft nh\u1ecf (micro-commitments). Khi \u0111\u00e3 b\u01b0\u1edbc m\u1ed9t ch\u00e2n qua c\u1eeda, \u0111\u00e0 h\u00e0nh vi (behavioral momentum) s\u1ebd khi\u1ebfn h\u1ecd d\u1ec5 ti\u1ebfp t\u1ee5c v\u1edbi nh\u1eefng b\u01b0\u1edbc l\u1edbn h\u01a1n \u0111\u1ec3 kh\u00f4ng t\u1ef1 m\u00e2u thu\u1eabn v\u1edbi ch\u00ednh m\u00ecnh.<\/p>\n

M\u1ed9t nghi\u00ean c\u1ee9u v\u1ec1 bi\u1ec3n b\u00e1o l\u00e1i xe an to\u00e0n t\u1ea1i California \u0111\u00e3 cho th\u1ea5y kho\u1ea3ng c\u00e1ch l\u1edbn gi\u1eefa hai c\u00e1ch \u0111\u1ec1 ngh\u1ecb. C\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u \u0111\u00f3ng gi\u1ea3 t\u00ecnh nguy\u1ec7n vi\u00ean v\u00e0 y\u00eau c\u1ea7u ng\u01b0\u1eddi d\u00e2n d\u1ef1ng m\u1ed9t t\u1ea5m bi\u1ec3n g\u1ed7 k\u00edch th\u01b0\u1edbc 3×6 feet<\/strong>, c\u00f3 d\u00f2ng ch\u1eef \u201cL\u00e1i xe c\u1ea9n th\u1eadn\u201d, ngay tr\u01b0\u1edbc s\u00e2n nh\u00e0 d\u00f9 n\u00f3 l\u00e0m \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u1ea3nh quan. \u1ede nh\u00f3m \u0111\u01b0\u1ee3c h\u1ecfi tr\u1ef1c ti\u1ebfp, ch\u1ec9 17%<\/strong> \u0111\u1ed3ng \u00fd.<\/p><\/blockquote>\n

V\u1edbi nh\u00f3m th\u1ee9 hai, tr\u01b0\u1edbc \u0111\u00f3 2 tu\u1ea7n h\u1ecd ch\u1ec9 \u0111\u01b0\u1ee3c nh\u1edd d\u00e1n m\u1ed9t chi\u1ebfc sticker nh\u1ecf c\u1ed5 \u0111\u1ed9ng l\u00e1i xe an to\u00e0n l\u00ean c\u1eeda s\u1ed5. Y\u00eau c\u1ea7u n\u00e0y \u0111\u1ee7 \u0111\u01a1n gi\u1ea3n \u0111\u1ec3 100%<\/strong> ng\u01b0\u1eddi d\u00e2n vui v\u1ebb ch\u1ea5p nh\u1eadn. Khi nh\u00f3m nghi\u00ean c\u1ee9u quay l\u1ea1i v\u1edbi t\u1ea5m bi\u1ec3n g\u1ed7 l\u1edbn v\u00e0 x\u1ea5u x\u00ed, t\u1ef7 l\u1ec7 \u0111\u1ed3ng \u00fd \u0111\u00e3 t\u0103ng l\u00ean 76%<\/strong>. Vi\u1ec7c t\u1eeb ch\u1ed1i l\u00fac n\u00e0y s\u1ebd m\u00e2u thu\u1eabn v\u1edbi quan \u0111i\u1ec3m m\u00e0 h\u1ecd v\u1eeba th\u1ec3 hi\u1ec7n qua chi\u1ebfc sticker nh\u1ecf.<\/p><\/blockquote>\n

Micro-commitments tr\u00ean website<\/h3>\n

Tr\u00ean website, vi\u1ec7c t\u1eadn d\u1ee5ng c\u00e1c ph\u1ec5u c\u00e2u h\u1ecfi (survey\/quiz funnels) c\u0169ng v\u1eadn h\u00e0nh theo c\u00e1ch t\u01b0\u01a1ng t\u1ef1. M\u00f4 h\u00ecnh ph\u1ec5u kh\u1ea3o s\u00e1t \u201cAsk\u201d c\u1ee7a Ryan Levesque kh\u00f4ng b\u1eaft ng\u01b0\u1eddi d\u00f9ng \u0111\u1ed1i di\u1ec7n v\u1edbi m\u1ed9t bi\u1ec3u m\u1eabu d\u00e0i ngay l\u1eadp t\u1ee9c, m\u00e0 \u0111\u1ec3 h\u1ecd tr\u1ea3 l\u1eddi t\u1eebng c\u00e2u h\u1ecfi ng\u1eafn, \u0111\u01a1n gi\u1ea3n v\u00e0 tr\u1ef1c quan. M\u1ed7i c\u00e2u tr\u1ea3 l\u1eddi l\u00e0 m\u1ed9t cam k\u1ebft nh\u1ecf. Khi \u0111\u00e3 b\u1ecf c\u00f4ng s\u1ee9c \u0111i g\u1ea7n h\u1ebft kh\u1ea3o s\u00e1t, h\u1ecd s\u1ebd d\u1ec5 \u0111i\u1ec1n email ho\u1eb7c mua h\u00e0ng \u1edf b\u01b0\u1edbc cu\u1ed1i h\u01a1n v\u00ec kh\u00f4ng mu\u1ed1n ph\u1ea7n n\u1ed7 l\u1ef1c tr\u01b0\u1edbc \u0111\u00f3 tr\u1edf n\u00ean l\u00e3ng ph\u00ed.<\/p>\n

Ngo\u00e0i ra, b\u1ea1n c\u00f3 th\u1ec3 cho ng\u01b0\u1eddi d\u00f9ng l\u00e0m m\u1ed9t b\u00e0i ki\u1ec3m tra ng\u1eafn \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh phong c\u00e1ch ho\u1eb7c t\u00ednh c\u00e1ch, sau \u0111\u00f3 g\u1ee3i \u00fd s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u1edbi k\u1ebft qu\u1ea3. M\u1ed9t khi \u0111\u00e3 nh\u1eadn m\u00ecnh thu\u1ed9c v\u1ec1 ch\u00e2n dung v\u1eeba \u0111\u01b0\u1ee3c ti\u1ebft l\u1ed9, h\u1ecd s\u1ebd c\u00f3 xu h\u01b0\u1edbng ch\u1ecdn s\u1ea3n ph\u1ea9m nh\u1ea5t qu\u00e1n v\u1edbi h\u00ecnh \u1ea3nh \u0111\u00f3.<\/p>\n

Trang du l\u1ecbch Kras.nl t\u1eebng nh\u1eadn th\u1ea5y t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i mua h\u00e0ng t\u0103ng t\u1edbi 30%<\/strong> \u1edf nh\u1eefng kh\u00e1ch h\u00e0ng \u0111\u00e3 t\u1eaft ho\u1eb7c ho\u00e0n th\u00e0nh m\u1ed9t b\u1ea3ng kh\u1ea3o s\u00e1t pop-up tr\u00ean m\u00e0n h\u00ecnh. Vi\u1ec7c b\u1ecf ra m\u1ed9t ch\u00fat n\u1ed7 l\u1ef1c t\u01b0\u01a1ng t\u00e1c khi\u1ebfn ng\u01b0\u1eddi d\u00f9ng g\u1eafn b\u00f3 h\u01a1n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, g\u1ea7n v\u1edbi c\u00e1ch Hi\u1ec7u \u1ee9ng IKEA khi\u1ebfn ch\u00fang ta y\u00eau qu\u00fd th\u1ee9 c\u00f3 ph\u1ea7n c\u00f4ng s\u1ee9c c\u1ee7a m\u00ecnh trong \u0111\u00f3.<\/p><\/blockquote>\n

B\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i (Social Proof)<\/strong>.<\/h2>\n

Khi \u0111\u1ee9ng tr\u01b0\u1edbc m\u1ed9t t\u00ecnh hu\u1ed1ng m\u01a1 h\u1ed3 v\u00e0 kh\u00f4ng ch\u1eafc ch\u1eafn, ch\u00fang ta th\u01b0\u1eddng quan s\u00e1t h\u00e0nh vi c\u1ee7a nh\u1eefng ng\u01b0\u1eddi xung quanh \u0111\u1ec3 bi\u1ebft m\u00ecnh n\u00ean l\u00e0m g\u00ec. B\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i d\u1ef1a tr\u00ean c\u1ea3m gi\u00e1c an to\u00e0n khi \u0111i theo s\u1ed1 \u0111\u00f4ng: N\u1ebfu nhi\u1ec1u ng\u01b0\u1eddi \u0111\u00e3 ch\u1ecdn, c\u00f3 l\u1ebd l\u1ef1a ch\u1ecdn \u0111\u00f3 kh\u00f4ng qu\u00e1 t\u1ec7.<\/p>\n

\"b\u1eb1ng<\/p>\n

V\u00ec sao ch\u00fang ta \u0111i theo s\u1ed1 \u0111\u00f4ng?<\/h3>\n

N\u1ed7i s\u1ee3 l\u00e0 k\u1ebb \u0111\u1ed9c h\u00e0nh:<\/strong> Ng\u01b0\u1eddi ti\u00eau d\u00f9ng lu\u00f4n s\u1ee3 m\u00ecnh tr\u1edf th\u00e0nh \u201ck\u1ebb ng\u1ed1c duy nh\u1ea5t\u201d mua ph\u1ea3i m\u1ed9t s\u1ea3n ph\u1ea9m kh\u00f4ng t\u1ed1t, \u0111\u1ed3ng th\u1eddi lo quy\u1ebft \u0111\u1ecbnh sai s\u1ebd b\u1ecb c\u1ea5p tr\u00ean, \u0111\u1ed3ng nghi\u1ec7p, b\u1ea1n b\u00e8 ho\u1eb7c ng\u01b0\u1eddi th\u00e2n ph\u00e1n x\u00e9t. R\u1ee7i ro c\u1ee7a quy\u1ebft \u0111\u1ecbnh c\u00e0ng l\u1edbn, nhu c\u1ea7u t\u00ecm ki\u1ebfm b\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i c\u00e0ng m\u1ea1nh.<\/p>\n

T\u00ednh t\u01b0\u01a1ng \u0111\u1ed3ng:<\/strong> S\u1ed1 \u0111\u00f4ng kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng c\u00f3 s\u1ee9c n\u1eb7ng nh\u01b0 nhau, b\u1edfi b\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i ho\u1ea1t \u0111\u1ed9ng hi\u1ec7u qu\u1ea3 nh\u1ea5t khi nh\u1eefng ng\u01b0\u1eddi \u0111\u01b0\u1ee3c quan s\u00e1t c\u00f3 \u0111\u1eb7c \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u1ed3ng v\u1edbi ng\u01b0\u1eddi \u0111ang c\u1ea7n thuy\u1ebft ph\u1ee5c. Ch\u1eb3ng h\u1ea1n, m\u1ed9t nh\u00e0 thi\u1ebft k\u1ebf th\u01b0\u1eddng tin l\u1eddi khuy\u00ean t\u1eeb nh\u00e0 thi\u1ebft k\u1ebf kh\u00e1c h\u01a1n l\u00e0 t\u1eeb m\u1ed9t k\u1ef9 s\u01b0 k\u1ebf to\u00e1n, d\u00f9 c\u1ea3 hai \u0111\u1ec1u \u0111ang n\u00f3i v\u1ec1 c\u00f9ng m\u1ed9t s\u1ea3n ph\u1ea9m.<\/p>\n

Khi s\u1ed1 \u0111\u00f4ng tr\u1edf th\u00e0nh b\u1eb1ng ch\u1ee9ng<\/h3>\n

Th\u00ed nghi\u1ec7m thang m\u00e1y v\u00e0o nh\u1eefng n\u0103m 1960 l\u00e0 m\u1ed9t v\u00ed d\u1ee5 kh\u00e1 vui v\u1ec1 s\u1ee9c \u00e9p h\u00f2a nh\u1eadp. Khi c\u1ea3 nh\u00f3m trong thang m\u00e1y c\u00f9ng quay m\u1eb7t v\u1ec1 ph\u00eda sau d\u00f9 h\u00e0nh \u0111\u1ed9ng n\u00e0y k\u1ef3 qu\u1eb7c, ng\u01b0\u1eddi m\u1edbi b\u01b0\u1edbc v\u00e0o sau m\u1ed9t h\u1ed3i b\u1ed1i r\u1ed1i c\u0169ng t\u1ef1 \u0111\u1ed9ng xoay ng\u01b0\u1eddi theo.<\/p><\/blockquote>\n

Kh\u00f4ng ai c\u1ea7n gi\u1ea3i th\u00edch, s\u1ed1 \u0111\u00f4ng \u0111\u00e3 tr\u1edf th\u00e0nh ch\u1ec9 d\u1eabn.<\/p>\n

M\u1ed9t th\u1eed nghi\u1ec7m kh\u00e1c di\u1ec5n ra khi c\u01a1 quan thu\u1ebf V\u01b0\u01a1ng qu\u1ed1c Anh g\u1eb7p kh\u00f3 kh\u0103n v\u00ec ng\u01b0\u1eddi d\u00e2n kh\u00f4ng n\u1ed9p thu\u1ebf \u0111\u00fang h\u1ea1n. Nh\u1eefng l\u00e1 th\u01b0 \u0111e d\u1ecda ph\u1ea1t ti\u1ec1n ho\u1eb7c nh\u1eafc v\u1ec1 tr\u00e1ch nhi\u1ec7m c\u00f4ng d\u00e2n kh\u00f4ng t\u1ea1o ra thay \u0111\u1ed5i \u0111\u1ee7 l\u1edbn. Nh\u01b0ng vi\u1ec7c \u0111\u1ed5i n\u1ed9i dung th\u00e0nh \u201cH\u1ea7u h\u1ebft ng\u01b0\u1eddi d\u00e2n trong th\u1ecb tr\u1ea5n c\u1ee7a b\u1ea1n \u0111\u1ec1u n\u1ed9p thu\u1ebf \u0111\u00fang h\u1ea1n\u201d \u0111\u00e3 gi\u00fap c\u01a1 quan n\u00e0y thu th\u00eam 9 t\u1ef7 USD<\/strong> ti\u1ec1n thu\u1ebf qu\u00e1 h\u1ea1n cho ng\u00e2n s\u00e1ch.<\/p>\n

Trong th\u1eddi trang, Modcloth x\u00e2y d\u1ef1ng m\u1ed9t c\u1ed9ng \u0111\u1ed3ng l\u1edbn v\u00e0 cho ph\u00e9p ng\u01b0\u1eddi d\u00f9ng b\u00ecnh ch\u1ecdn nh\u1eefng thi\u1ebft k\u1ebf website n\u00ean nh\u1eadp v\u1ec1 b\u00e1n. Vi\u1ec7c \u0111\u01b0\u1ee3c s\u1ed1 \u0111\u00f4ng l\u1ef1a ch\u1ecdn gi\u00fap c\u00e1c m\u1eabu n\u00e0y nh\u1eadn huy hi\u1ec7u \u201cBe The Buyer\u201d, sau \u0111\u00f3 c\u00f3 t\u1ed1c \u0111\u1ed9 b\u00e1n nhanh g\u1ea5p \u0111\u00f4i<\/strong> s\u1ea3n ph\u1ea9m th\u00f4ng th\u01b0\u1eddng. Ng\u01b0\u1eddi mua nh\u00ecn th\u1ea5y c\u1ea3 chi\u1ebfc v\u00e1y l\u1eabn quy\u1ebft \u0111\u1ecbnh c\u1ee7a c\u1ed9ng \u0111\u1ed3ng \u0111\u1ee9ng ph\u00eda sau n\u00f3.<\/p>\n

\"GiaoC\u01a1 ch\u1ebf b\u00ecnh ch\u1ecdn \u0111\u01b0a c\u1ed9ng \u0111\u1ed3ng v\u00e0o quy\u1ebft \u0111\u1ecbnh ch\u1ecdn s\u1ea3n ph\u1ea9m. Ngu\u1ed3n: Shopify.<\/p>\n

V\u1edbi ph\u1ea7n m\u1ec1m ki\u1ec3m th\u1eed ch\u1ea5t l\u01b0\u1ee3ng c\u1ea5p doanh nghi\u1ec7p c\u00f3 m\u1ee9c gi\u00e1 cao nh\u01b0 Smart Bear, s\u1ef1 nghi ng\u1ea1i \u201cCh\u01b0a t\u1eebng nghe t\u00ean c\u00f4ng ty n\u00e0y\u201d l\u00e0 \u0111i\u1ec1u kh\u00f3 tr\u00e1nh kh\u1ecfi. D\u00f2ng ch\u1eef \u201cH\u01a1n 20.000 c\u00f4ng ty tin d\u00f9ng bao g\u1ed3m Adobe, Skype v\u00e0 Intel\u201d gi\u00fap ng\u01b0\u1eddi d\u00f9ng l\u1eadp t\u1ee9c nh\u00ecn th\u1ea5y nh\u1eefng t\u1ed5 ch\u1ee9c quen thu\u1ed9c \u0111\u00e3 l\u1ef1a ch\u1ecdn tr\u01b0\u1edbc m\u00ecnh. Coursera c\u0169ng \u0111\u1eb7t l\u1eddi ch\u1ee9ng th\u1ef1c t\u1eeb c\u00e1c h\u1ecdc vi\u00ean nh\u01b0 Kenia, Ryan hay Vishal tr\u00ean trang ch\u1ee7, k\u00e8m \u1ea3nh c\u00e1 nh\u00e2n v\u00e0 qu\u1ed1c gia \u0111\u1ec3 h\u1ecdc vi\u00ean m\u1edbi d\u1ec5 t\u00ecm th\u1ea5y m\u1ed9t ng\u01b0\u1eddi gi\u1ed1ng m\u00ecnh trong c\u00e2u chuy\u1ec7n \u0111\u00f3.<\/p>\n

\u0110\u01b0a b\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i l\u00ean website<\/h3>\n

B\u1ea1n c\u00f3 th\u1ec3 \u0111\u01b0a b\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i v\u00e0o website qua nh\u1eefng con s\u1ed1 c\u1ee5 th\u1ec3 nh\u01b0 \u201c\u0110\u00e3 ph\u1ee5c v\u1ee5 h\u01a1n 10.000 kh\u00e1ch h\u00e0ng t\u1eeb n\u0103m 2003\u201d, \u201cTham gia c\u00f9ng h\u01a1n 500.000 h\u1ecdc vi\u00ean\u201d, ho\u1eb7c hi\u1ec3n th\u1ecb s\u1ed1 ng\u01b0\u1eddi \u0111ang xem v\u00e0 \u0111\u1eb7t ph\u00f2ng gi\u1ed1ng Booking.com. Vi\u1ec7c s\u1eed d\u1ee5ng testimonials c\u00f3 \u1ea3nh th\u1eadt, ch\u1ee9c danh, logo c\u00f4ng ty ho\u1eb7c qu\u1ed1c gia s\u1ebd t\u0103ng t\u00ednh x\u00e1c th\u1ef1c. N\u1ebfu \u0111\u00e3 h\u1ee3p t\u00e1c v\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng l\u1edbn, logo c\u1ee7a h\u1ecd c\u0169ng l\u00e0 m\u1ed9t c\u00e1ch r\u00fat ng\u1eafn th\u1eddi gian kh\u00e1ch h\u00e0ng ph\u1ea3i t\u1ef1 ki\u1ec3m ch\u1ee9ng uy t\u00edn.<\/p>\n

Khi s\u1ed1 \u0111\u00f4ng l\u1ea1i l\u00e0m s\u1ea3n ph\u1ea9m b\u1edbt h\u1ea5p d\u1eabn<\/h3>\n

Tuy nhi\u00ean, b\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i c\u00f3 th\u1ec3 ph\u1ea3n t\u00e1c d\u1ee5ng v\u1edbi nh\u1eefng m\u1eb7t h\u00e0ng xa x\u1ec9, t\u00e1c ph\u1ea9m ngh\u1ec7 thu\u1eadt, \u0111\u1ed3 th\u1ee7 c\u00f4ng \u0111\u1ed9c b\u1ea3n ho\u1eb7c d\u1ecbch v\u1ee5 si\u00eau sang. Ng\u01b0\u1eddi mua c\u00e1c s\u1ea3n ph\u1ea9m n\u00e0y mu\u1ed1n c\u1ea3m th\u1ea5y m\u00ecnh ri\u00eang bi\u1ec7t. Vi\u1ec7c bi\u1ebft c\u00f3 30.000 ng\u01b0\u1eddi kh\u00e1c \u0111ang s\u1edf h\u1eefu c\u00f9ng m\u1ed9t chi\u1ebfc vali s\u1ebd l\u00e0m gi\u1ea3m gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn, l\u00fac n\u00e0y uy t\u00edn c\u1ee7a ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng ho\u1eb7c s\u1ef1 khan hi\u1ebfm \u0111\u1ed9c quy\u1ec1n c\u00f3 th\u1ec3 ph\u00f9 h\u1ee3p h\u01a1n.<\/p>\n

M\u1ed9t chi ti\u1ebft kh\u00e1c c\u1ea7n th\u1eed nghi\u1ec7m l\u00e0 \u201cX ng\u01b0\u1eddi th\u00edch s\u1ea3n ph\u1ea9m n\u00e0y\u201d v\u00e0 \u201cX ng\u01b0\u1eddi \u0111\u00e3 mua s\u1ea3n ph\u1ea9m n\u00e0y\u201d kh\u00f4ng h\u1eb3n t\u1ea1o ra c\u00f9ng m\u1ed9t k\u1ebft qu\u1ea3. H\u00e0nh vi mua qu\u00e1 ph\u1ed5 bi\u1ebfn \u0111\u00f4i khi k\u00edch ho\u1ea1t t\u00e2m l\u00fd e ng\u1ea1i \u0111\u00e1m \u0111\u00f4ng (snob syndrome). Trong khi \u0111\u00f3, bi\u1ebft nhi\u1ec1u ng\u01b0\u1eddi \u0111ang khao kh\u00e1t nh\u01b0ng ch\u01b0a s\u1edf h\u1eefu \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m l\u1ea1i c\u00f3 th\u1ec3 l\u00e0m ham mu\u1ed1n t\u0103ng l\u00ean. B\u1ea1n n\u00ean ch\u1ea1y th\u1eed nghi\u1ec7m A\/B thay v\u00ec m\u1eb7c \u0111\u1ecbnh bi\u1ebfn th\u1ec3 n\u00e0o c\u0169ng hi\u1ec7u qu\u1ea3.<\/p>\n

S\u1ef1 uy quy\u1ec1n (Authority)<\/strong>.<\/h2>\n

Con ng\u01b0\u1eddi c\u00f3 m\u1ed9t xu h\u01b0\u1edbng v\u00f4 th\u1ee9c, \u0103n s\u00e2u v\u00e0o b\u1ea3n n\u0103ng ti\u1ebfn h\u00f3a l\u00e0 tu\u00e2n theo ch\u1ec9 d\u1eabn t\u1eeb c\u00e1 nh\u00e2n ho\u1eb7c t\u1ed5 ch\u1ee9c c\u00f3 chuy\u00ean m\u00f4n, uy t\u00edn v\u00e0 quy\u1ec1n l\u1ef1c. B\u1ed9 n\u00e3o s\u1eed d\u1ee5ng th\u1ea9m quy\u1ec1n nh\u01b0 m\u1ed9t l\u1ed1i t\u1eaft nh\u1eadn th\u1ee9c \u0111\u1ec3 gi\u1ea3m r\u1ee7i ro, \u0111\u1eb7c bi\u1ec7t khi ch\u00fang ta kh\u00f4ng c\u00f3 \u0111\u1ee7 ki\u1ebfn th\u1ee9c ho\u1eb7c th\u1eddi gian t\u1ef1 \u0111\u00e1nh gi\u00e1 m\u1ecdi th\u1ee9.<\/p>\n

\"uy<\/p>\n

Nh\u1eefng t\u00edn hi\u1ec7u t\u1ea1o ra th\u1ea9m quy\u1ec1n<\/h3>\n

H\u1ecdc v\u1ecb, ch\u1ee9c danh Gi\u00e1o s\u01b0, Ti\u1ebfn s\u0129 hay B\u00e1c s\u0129, \u0111\u1ed3ng ph\u1ee5c nh\u01b0 \u00e1o blouse tr\u1eafng, vest trang tr\u1ecdng, huy hi\u1ec7u v\u00e0 ch\u1ee9ng nh\u1eadn \u0111\u1ec1u c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh t\u00edn hi\u1ec7u c\u1ee7a th\u1ea9m quy\u1ec1n.<\/p>\n

Tuy nhi\u00ean, nh\u1eefng t\u00edn hi\u1ec7u n\u00e0y kh\u00f4ng \u0111\u1ea3m b\u1ea3o ng\u01b0\u1eddi \u0111\u1ee9ng sau lu\u00f4n \u0111\u00fang, nh\u01b0ng v\u1eabn khi\u1ebfn th\u00f4ng \u0111i\u1ec7p c\u1ee7a h\u1ecd c\u00f3 v\u1ebb \u0111\u00e1ng tin h\u01a1n.<\/p>\n

Trong th\u00ed nghi\u1ec7m ng\u01b0\u1eddi m\u1eb7c \u00e1o vest cam, m\u1ed9t ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng kho\u00e1c chi\u1ebfc \u00e1o ph\u1ea3n quang gi\u1ed1ng c\u00f4ng nh\u00e2n c\u1ea7u \u0111\u01b0\u1eddng, \u0111\u1ee9ng ngo\u00e0i \u0111\u01b0\u1eddng r\u1ed3i y\u00eau c\u1ea7u ng\u01b0\u1eddi l\u1ea1 kh\u00f4ng \u0111\u1ed7 xe ho\u1eb7c ph\u1ea3i di chuy\u1ec3n sang ch\u1ed7 kh\u00e1c. Anh ta ho\u00e0n to\u00e0n kh\u00f4ng c\u00f3 th\u1ea9m quy\u1ec1n ph\u00e1p l\u00fd. Th\u1ebf nh\u01b0ng nhi\u1ec1u ng\u01b0\u1eddi v\u1eabn l\u00e0m theo ch\u1ec9 v\u00ec chi\u1ebfc \u00e1o \u0111\u00e3 t\u1ea1o ra c\u1ea3m gi\u00e1c r\u1eb1ng anh c\u00f3 quy\u1ec1n \u0111\u01b0a ra ch\u1ec9 d\u1eabn.<\/p>\n

ShoeDazzle c\u0169ng t\u1eadn d\u1ee5ng th\u1ea9m quy\u1ec1n con ng\u01b0\u1eddi khi h\u1ee3p t\u00e1c v\u1edbi Kim Kardashian trong vai tr\u00f2 Ng\u01b0\u1eddi \u0111\u1ed3ng s\u00e1ng l\u1eadp ki\u00eam Nh\u00e0 t\u1ea1o m\u1eabu th\u1eddi trang ch\u00ednh. Doanh s\u1ed1 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u gi\u00e0y tr\u1ef1c tuy\u1ebfn n\u00e0y b\u00f9ng n\u1ed5 khi kh\u00e1ch h\u00e0ng \u0111\u1eb7t ni\u1ec1m tin v\u00e0o gu th\u1ea9m m\u1ef9 v\u00e0 th\u1ea9m quy\u1ec1n th\u1eddi trang c\u1ee7a c\u00f4.<\/p>\n

\u0110\u01b0a th\u1ea9m quy\u1ec1n v\u00e0o CRO v\u00e0 UX<\/h3>\n

V\u1edbi CRO v\u00e0 UX, vi\u1ec7c tr\u01b0ng b\u00e0y c\u00e1c ch\u1ee9ng nh\u1eadn chuy\u00ean m\u00f4n, huy hi\u1ec7u \u0111\u1ed1i t\u00e1c ch\u00ednh th\u1ee9c ho\u1eb7c gi\u1ea3i th\u01b0\u1edfng ng\u00e0nh t\u1eeb nh\u1eefng t\u1ed5 ch\u1ee9c uy t\u00edn nh\u01b0 Gartner Leader v\u00e0 ch\u1ee9ng ch\u1ec9 b\u1ea3o m\u1eadt VeriSign s\u1ebd gi\u00fap website \u0111\u00e1ng tin h\u01a1n. B\u00ean c\u1ea1nh \u0111\u00f3, \u00fd ki\u1ebfn t\u1eeb chuy\u00ean gia \u0111\u1ea7u ng\u00e0nh hay ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng c\u00f3 \u1ea3nh h\u01b0\u1edfng trong \u0111\u00fang l\u0129nh v\u1ef1c c\u0169ng gi\u00fap gi\u1ea3m c\u1ea3m gi\u00e1c r\u1ee7i ro cho kh\u00e1ch h\u00e0ng.<\/p>\n

Th\u1ea9m quy\u1ec1n c\u00f2n c\u00f3 th\u1ec3 \u0111\u1ebfn t\u1eeb h\u00ecnh \u1ea3nh con ng\u01b0\u1eddi (Human Authority Image). Thay v\u00ec \u0111\u1ec3 trang gi\u1edbi thi\u1ec7u ch\u1ec9 c\u00f3 nh\u1eefng kh\u1ed1i ch\u1eef l\u1ea1nh l\u00f9ng, b\u1ea1n c\u00f3 th\u1ec3 \u0111\u01b0a h\u00ecnh \u1ea3nh ng\u01b0\u1eddi s\u00e1ng l\u1eadp ho\u1eb7c \u0111\u1ed9i ng\u0169 chuy\u00ean gia trong trang ph\u1ee5c l\u1ecbch s\u1ef1, ph\u00f9 h\u1ee3p v\u1edbi c\u00f4ng vi\u1ec7c. Nh\u01b0ng m\u1ed9t chi\u1ebfc \u00e1o blouse hay t\u1ea5m b\u1eb1ng tr\u00ean t\u01b0\u1eddng ch\u1ec9 n\u00ean l\u00e0m r\u00f5 n\u0103ng l\u1ef1c c\u00f3 th\u1eadt, ch\u1ee9 kh\u00f4ng th\u1ec3 thay th\u1ebf cho n\u00f3.<\/p>\n

S\u1ef1 y\u00eau th\u00edch (Liking)<\/strong>.<\/h2>\n

Ch\u00fang ta d\u1ec5 \u0111\u1ed3ng \u00fd v\u00e0 mua h\u00e0ng t\u1eeb nh\u1eefng ng\u01b0\u1eddi ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u m\u00ecnh y\u00eau m\u1ebfn, c\u1ea3m th\u1ea5y th\u00e2n thu\u1ed9c. Nguy\u00ean l\u00fd thi\u1ec7n c\u1ea3m th\u01b0\u1eddng \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng t\u1eeb ba y\u1ebfu t\u1ed1: s\u1ef1 t\u01b0\u01a1ng \u0111\u1ed3ng, s\u1ee9c h\u1ea5p d\u1eabn tr\u1ef1c quan v\u00e0 l\u1eddi khen ng\u1ee3i.<\/p>\n

\"thi\u1ec7n<\/p>\n

Ba y\u1ebfu t\u1ed1 t\u1ea1o n\u00ean s\u1ef1 thi\u1ec7n c\u1ea3m<\/h3>\n

S\u1ef1 t\u01b0\u01a1ng \u0111\u1ed3ng:<\/strong> Con ng\u01b0\u1eddi th\u01b0\u1eddng th\u00edch nh\u1eefng ng\u01b0\u1eddi gi\u1ed1ng m\u00ecnh, t\u1eeb s\u1edf th\u00edch, th\u00f3i quen, gi\u00e1 tr\u1ecb s\u1ed1ng cho \u0111\u1ebfn vi\u1ec7c c\u00f9ng nu\u00f4i m\u1ed9t lo\u1ea1i th\u00fa c\u01b0ng, b\u1edfi khi kh\u00e1ch h\u00e0ng nh\u00ecn th\u1ea5y m\u1ed9t ph\u1ea7n c\u1ee7a h\u1ecd trong c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, kho\u1ea3ng c\u00e1ch gi\u1eefa hai b\u00ean c\u0169ng nh\u1ecf l\u1ea1i.<\/p>\n

S\u1ef1 h\u1ea5p d\u1eabn tr\u1ef1c quan:<\/strong> M\u1ed9t thi\u1ebft k\u1ebf \u0111\u1eb9p m\u1eaft ho\u1eb7c con ng\u01b0\u1eddi c\u00f3 ngo\u1ea1i h\u00ecnh cu\u1ed1n h\u00fat th\u01b0\u1eddng nh\u1eadn \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf nh\u1edd hi\u1ec7u \u1ee9ng h\u00e0o quang (halo effect), khi\u1ebfn c\u1ea3m gi\u00e1c t\u00edch c\u1ef1c t\u1eeb v\u1ebb ngo\u00e0i d\u1ec5 lan sang c\u00e1ch ch\u00fang ta \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 \u0111\u1ed9 \u0111\u00e1ng tin c\u1ee7a s\u1ea3n ph\u1ea9m.<\/p>\n

L\u1eddi khen ng\u1ee3i:<\/strong> Nh\u1eefng c\u00e2u khen ch\u00e2n th\u00e0nh khi\u1ebfn ng\u01b0\u1eddi nghe d\u1ec5 ch\u1ecbu h\u01a1n, nh\u01b0ng \u0111\u00e1ng ng\u1ea1c nhi\u00ean l\u00e0 l\u1eddi khen x\u00e3 giao kh\u00f4ng ho\u00e0n to\u00e0n ch\u00e2n th\u00e0nh v\u1eabn c\u00f3 th\u1ec3 t\u1ea1o ra t\u00e1c \u0111\u1ed9ng. C\u00e1c nghi\u00ean c\u1ee9u v\u1ec1 l\u1eddi khen kh\u00f4ng ch\u00e2n th\u00e0nh ph\u00e1t hi\u1ec7n r\u1eb1ng ngay c\u1ea3 khi kh\u00e1ch h\u00e0ng bi\u1ebft ng\u01b0\u1eddi b\u00e1n xe \u0111ang khen m\u00ecnh \u0111\u1ec3 ch\u1ed1t sale, h\u1ecd v\u1eabn v\u00f4 th\u1ee9c th\u00edch ng\u01b0\u1eddi b\u00e1n h\u01a1n v\u00e0 ghi nh\u1edb th\u00f4ng \u0111i\u1ec7p l\u00e2u h\u01a1n.<\/p>\n

PetSmart, Virgin v\u00e0 c\u1ea3m gi\u00e1c th\u00e2n thu\u1ed9c<\/h3>\n

PetSmart bi\u1ebfn trang gi\u1edbi thi\u1ec7u nh\u00e2n s\u1ef1 th\u00e0nh m\u1ed9t t\u00edn hi\u1ec7u thi\u1ec7n c\u1ea3m kh\u00e1 r\u00f5. Thay v\u00ec nh\u1eefng \u1ea3nh ch\u00e2n dung studio c\u1ee9ng nh\u1eafc, c\u00e1c gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh xu\u1ea5t hi\u1ec7n v\u1edbi ch\u00f3, m\u00e8o tr\u00ean tay v\u00e0 n\u1ee5 c\u01b0\u1eddi r\u1ea1ng r\u1ee1. T\u1ea1i c\u1eeda h\u00e0ng, b\u1ea3ng t\u00ean c\u1ee7a nh\u00e2n vi\u00ean kh\u00f4ng in \u1ea3nh ri\u00eang c\u1ee7a h\u1ecd m\u00e0 d\u00f9ng \u1ea3nh ch\u1ee5p chung v\u1edbi th\u00fa c\u01b0ng. Kh\u00e1ch h\u00e0ng y\u00eau \u0111\u1ed9ng v\u1eadt l\u1eadp t\u1ee9c nh\u00ecn th\u1ea5y m\u1ed9t \u0111i\u1ec3m chung r\u1ea5t \u0111\u1eddi th\u01b0\u1eddng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Virgin Group c\u0169ng \u0111\u01b0\u1ee3c h\u01b0\u1edfng l\u1ee3i t\u1eeb s\u1ef1 y\u00eau m\u1ebfn d\u00e0nh cho Richard Branson. Phong c\u00e1ch s\u1ed1ng ph\u00f3ng kho\u00e1ng, c\u00e1 t\u00ednh v\u00e0 d\u1ec5 m\u1ebfn c\u1ee7a \u00f4ng \u0111\u00e3 g\u00f3p ph\u1ea7n t\u1ea1o ra thi\u1ec7n c\u1ea3m c\u1ee7a h\u00e0ng tri\u1ec7u kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi c\u00e1c d\u1ecbch v\u1ee5 h\u00e0ng kh\u00f4ng v\u00e0 vi\u1ec5n th\u00f4ng c\u1ee7a t\u1eadp \u0111o\u00e0n.<\/p>\n

\"Mike
S\u1ef1 g\u1ea7n g\u0169i v\u1edbi th\u00fa c\u01b0ng tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n d\u1ec5 nh\u1eadn bi\u1ebft trong h\u00ecnh \u1ea3nh l\u00e3nh \u0111\u1ea1o PetSmart. Ngu\u1ed3n: CIO.<\/figcaption><\/figure>\n

\u0110\u01b0a thi\u1ec7n c\u1ea3m l\u00ean website<\/h3>\n

Tr\u00ean website, trang \u201cV\u1ec1 ch\u00fang t\u00f4i\u201d kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i l\u00e0 n\u01a1i x\u1ebfp h\u00e0ng lo\u1ea1t \u1ea3nh vest c\u00f4ng s\u1edf l\u1ea1nh l\u00f9ng. B\u1ea1n c\u00f3 th\u1ec3 b\u1ea3n \u0111\u1ecba h\u00f3a, c\u00e1 nh\u00e2n h\u00f3a trang n\u00e0y v\u00e0 cho th\u1ea5y s\u1edf th\u00edch, c\u00e2u chuy\u1ec7n, kh\u00eda c\u1ea1nh \u0111\u1eddi th\u01b0\u1eddng c\u1ee7a \u0111\u1ed9i ng\u0169 \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y m\u00ecnh \u0111ang g\u1eb7p con ng\u01b0\u1eddi th\u1eadt. Ngo\u00e0i ra, nh\u1eefng th\u00f4ng \u0111i\u1ec7p nh\u01b0 \u201cB\u1ea1n \u0111\u00e3 c\u00f3 m\u1ed9t l\u1ef1a ch\u1ecdn tuy\u1ec7t v\u1eddi!\u201d ho\u1eb7c \u201cC\u1ea3m \u01a1n m\u1ed9t ng\u01b0\u1eddi y\u00eau ki\u1ebfn th\u1ee9c nh\u01b0 b\u1ea1n \u0111\u00e3 \u0111\u0103ng k\u00fd\u201d c\u0169ng l\u00e0 c\u00e1ch s\u1eed d\u1ee5ng l\u1eddi khen nh\u1eb9 nh\u00e0ng.<\/p>\n

V\u00e0 \u0111\u1eebng ch\u00f4n to\u00e0n b\u1ed9 t\u00edn hi\u1ec7u thi\u1ec7n c\u1ea3m s\u00e2u sau 3-4 t\u1ea7ng menu. Vi\u1ec7c \u0111\u01b0a nh\u1eefng h\u00ecnh \u1ea3nh \u1ea5m \u00e1p, th\u00e2n thi\u1ec7n l\u00ean ngay trang ch\u1ee7 ho\u1eb7c landing page s\u1ebd ph\u00f9 h\u1ee3p h\u01a1n n\u1ebfu \u0111\u00f3 th\u1eadt s\u1ef1 l\u00e0 m\u1ed9t ph\u1ea7n quan tr\u1ecdng c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

S\u1ef1 khan hi\u1ebfm (Scarcity)<\/strong> v\u00e0 n\u1ed7i s\u1ee3 b\u1ecf l\u1ee1<\/h2>\n

M\u1ed9t m\u00f3n \u0111\u1ed3 c\u00e0ng kh\u00f3 t\u00ecm, c\u00f3 \u00edt s\u1ed1 l\u01b0\u1ee3ng ho\u1eb7c ch\u1ec9 xu\u1ea5t hi\u1ec7n trong th\u1eddi gian ng\u1eafn th\u00ec c\u00e0ng d\u1ec5 \u0111\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 cao. Nguy\u00ean l\u00fd khan hi\u1ebfm ho\u1ea1t \u0111\u1ed9ng d\u1ef1a tr\u00ean n\u1ed7i s\u1ee3 b\u1ecf l\u1ee1 (FOMO – Fear Of Missing Out) v\u00e0 t\u00e2m l\u00fd n\u00e9 tr\u00e1nh m\u1ea5t m\u00e1t (loss aversion). N\u1ed7i \u0111au khi m\u1ea5t \u0111i m\u1ed9t c\u01a1 h\u1ed9i l\u1edbn h\u01a1n g\u1ea5p \u0111\u00f4i ni\u1ec1m vui khi nh\u1eadn ph\u1ea7n th\u01b0\u1edfng c\u00f3 gi\u00e1 tr\u1ecb t\u01b0\u01a1ng \u0111\u01b0\u01a1ng.<\/p>\n

\"khan<\/p>\n

Hai d\u1ea1ng khan hi\u1ebfm<\/h3>\n

S\u1ef1 khan hi\u1ebfm th\u01b0\u1eddng xu\u1ea5t hi\u1ec7n d\u01b0\u1edbi hai d\u1ea1ng.<\/p>\n

    \n
  • Khan hi\u1ebfm v\u1ec1 s\u1ed1 l\u01b0\u1ee3ng (quantity scarcity):<\/strong> \u201cCh\u1ec9 c\u00f2n \u0111\u00fang 2 s\u1ea3n ph\u1ea9m trong kho!\u201d.<\/li>\n
  • Khan hi\u1ebfm v\u1ec1 th\u1eddi gian (time urgency):<\/strong> \u201c\u01afu \u0111\u00e3i ch\u1ec9 k\u00e9o d\u00e0i trong v\u00f2ng 5 ng\u00e0y t\u1edbi!\u201d, \u0111\u00f4i khi \u0111i k\u00e8m \u0111\u1ed3ng h\u1ed3 \u0111\u1ebfm ng\u01b0\u1ee3c.<\/li>\n<\/ul>\n

    T\u1eeb l\u1ecd b\u00e1nh quy \u0111\u1ebfn \u0111\u1ed3ng h\u1ed3 48 gi\u1edd<\/h3>\n

    Trong th\u00ed nghi\u1ec7m l\u1ecd b\u00e1nh quy, ng\u01b0\u1eddi tham gia \u0111\u01b0\u1ee3c y\u00eau c\u1ea7u \u0111\u00e1nh gi\u00e1 nh\u1eefng chi\u1ebfc b\u00e1nh quy s\u00f4-c\u00f4-la ho\u00e0n to\u00e0n gi\u1ed1ng nhau. M\u1ed9t nh\u00f3m l\u1ea5y b\u00e1nh t\u1eeb chi\u1ebfc l\u1ecd c\u00f3 10 chi\u1ebfc, nh\u00f3m c\u00f2n l\u1ea1i nh\u1eadn b\u00e1nh t\u1eeb l\u1ecd ch\u1ec9 c\u00f3 2 chi\u1ebfc<\/strong>. D\u00f9 ch\u1ea5t l\u01b0\u1ee3ng kh\u00f4ng thay \u0111\u1ed5i, nh\u00f3m th\u1ee9 hai v\u1eabn \u0111\u00e1nh gi\u00e1 b\u00e1nh ngon h\u01a1n, h\u1ea5p d\u1eabn h\u01a1n v\u00e0 c\u00f3 gi\u00e1 tr\u1ecb cao h\u01a1n.<\/p>\n

    Booking.com v\u00e0 c\u00e1c website \u0111\u1eb7t v\u00e9 m\u00e1y bay li\u00ean t\u1ee5c s\u1eed d\u1ee5ng nh\u1eefng m\u1ecf neo nh\u01b0 \u201cCh\u1ec9 c\u00f2n 1 ph\u00f2ng duy nh\u1ea5t v\u1edbi m\u1ee9c gi\u00e1 n\u00e0y!\u201d hay \u201c\u0110\u00e3 c\u00f3 5 ng\u01b0\u1eddi \u0111\u1eb7t ph\u00f2ng n\u00e0y trong 24 gi\u1edd qua\u201d. C\u00e1c th\u00f4ng b\u00e1o khi\u1ebfn ng\u01b0\u1eddi d\u00f9ng ngh\u0129 v\u1ec1 l\u1ee3i \u00edch c\u1ee7a c\u0103n ph\u00f2ng v\u00e0 c\u1ea3 vi\u1ec7c m\u00ecnh c\u00f3 th\u1ec3 m\u1ea5t n\u00f3 n\u1ebfu ch\u1eadm tay.<\/p>\n

    \"Danh
    Gi\u1edbi h\u1ea1n t\u1ed3n kho \u0111\u01b0\u1ee3c \u0111\u1eb7t s\u00e1t quy\u1ebft \u0111\u1ecbnh \u0111\u1ec3 t\u1ea1o c\u1ea3m gi\u00e1c kh\u1ea9n c\u1ea5p. Ngu\u1ed3n: Dropship.it.<\/figcaption><\/figure>\n

    M\u1ed9t doanh nghi\u1ec7p b\u00e1n m\u00e1y photocopy t\u1eebng c\u00f3 ch\u01b0\u01a1ng tr\u00ecnh \u01b0u \u0111\u00e3i \u0111\u1eb7c bi\u1ec7t ch\u1ec9 di\u1ec5n ra trong 2 ng\u00e0y m\u1ed7i n\u0103m. Ban \u0111\u1ea7u, email g\u1eedi kh\u00e1ch h\u00e0ng kh\u00f4ng l\u00e0m n\u1ed5i b\u1eadt gi\u1edbi h\u1ea1n th\u1eddi gian n\u00ean l\u1eddi \u0111\u1ec1 ngh\u1ecb kh\u00f4ng t\u1ea1o \u0111\u01b0\u1ee3c c\u1ea3m gi\u00e1c c\u1ea5p b\u00e1ch. Talia Wolf v\u00e0 \u0111\u1ed9i ng\u0169 \u0111\u00e3 thi\u1ebft k\u1ebf l\u1ea1i email, \u0111\u1eb7t \u0111\u1ed3ng h\u1ed3 \u0111\u1ebfm ng\u01b0\u1ee3c 48 gi\u1edd<\/strong> th\u1eadt l\u1edbn c\u00f9ng m\u1ed9t ti\u00eau \u0111\u1ec1 th\u00fac gi\u1ee5c h\u00e0nh \u0111\u1ed9ng. Doanh thu sau \u0111\u00f3 t\u0103ng t\u1edbi 136%<\/strong> ch\u1ec9 nh\u1edd y\u1ebfu t\u1ed1 khan hi\u1ebfm th\u1eddi gian \u0111\u01b0\u1ee3c nh\u00ecn th\u1ea5y r\u00f5 h\u01a1n.<\/p>\n

    Khan hi\u1ebfm tr\u00ean website<\/h3>\n

    V\u1edbi website e-commerce, b\u1ea1n c\u00f3 th\u1ec3 hi\u1ec3n th\u1ecb s\u1ed1 h\u00e0ng c\u00f2n l\u1ea1i theo th\u1eddi gian th\u1ef1c, d\u00f9ng countdown timer cho m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh flash sale v\u00e0 m\u00f4 t\u1ea3 nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng s\u1ebd b\u1ecf l\u1ee1 n\u1ebfu kh\u00f4ng h\u00e0nh \u0111\u1ed9ng. Tuy nhi\u00ean, vi\u1ec7c hi\u1ec3n th\u1ecb s\u1ed1 l\u01b0\u1ee3ng v\u00e0 th\u1eddi gian ch\u1ec9 c\u00f3 \u00fd ngh\u0129a khi ch\u00fang l\u00e0 th\u1eadt.<\/p>\n

    S\u1ef1 \u0111\u1ed3ng nh\u1ea5t (Unity).<\/strong><\/h2>\n

    \u0110\u01b0\u1ee3c Cialdini b\u1ed5 sung v\u00e0o n\u0103m 2016, nguy\u00ean l\u00fd \u0111\u1ed3ng nh\u1ea5t \u0111i xa h\u01a1n s\u1ef1 thi\u1ec7n c\u1ea3m b\u1ec1 ngo\u00e0i. N\u00f3 kh\u00f4ng ch\u1ec9 d\u1ef1a tr\u00ean v\u00e0i s\u1edf th\u00edch gi\u1ed1ng nhau, m\u00e0 l\u00e0 c\u1ea3m gi\u00e1c chia s\u1ebb m\u1ed9t danh t\u00ednh chung (shared identity), c\u00f9ng thu\u1ed9c v\u1ec1 m\u1ed9t c\u1ed9ng \u0111\u1ed3ng ho\u1eb7c m\u1ed9t gia \u0111\u00ecnh.<\/p>\n

    \u201cCh\u00fang ta l\u00e0 m\u1ed9t\u201d.<\/p><\/blockquote>\n

    \"th\u1ed1ng<\/p>\n

    Ng\u00f4n ng\u1eef c\u1ee7a \u201cng\u01b0\u1eddi nh\u00e0\u201d<\/h3>\n

    S\u1eed d\u1ee5ng bi\u1ec7t ng\u1eef chuy\u00ean bi\u1ec7t:<\/strong> Nh\u1eefng c\u1ed9ng \u0111\u1ed3ng c\u00f3 m\u1ee9c \u0111\u1ed3ng nh\u1ea5t cao th\u01b0\u1eddng t\u1ea1o ra h\u1ec7 th\u1ed1ng bi\u1ec7t ng\u1eef, ch\u1eef vi\u1ebft t\u1eaft v\u00e0 k\u00fd hi\u1ec7u ri\u00eang, v\u00ec v\u1eady vi\u1ec7c d\u00f9ng \u0111\u00fang ng\u00f4n ng\u1eef tr\u00ean website s\u1ebd gi\u00fap kh\u00e1ch h\u00e0ng trong nh\u00f3m nh\u1eadn ra th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u201cng\u01b0\u1eddi nh\u00e0\u201d nhanh h\u01a1n.<\/p>\n

    CrossFit l\u00e0 m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh khi c\u00e1c th\u00e0nh vi\u00ean c\u00f9ng chia s\u1ebb m\u1ee5c ti\u00eau, gi\u00e1 tr\u1ecb v\u00e0 \u0111\u1eb7c bi\u1ec7t l\u00e0 m\u1ed9t h\u1ec7 th\u1ed1ng t\u1eeb v\u1ef1ng m\u00e0 ng\u01b0\u1eddi ngo\u00e0i kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng hi\u1ec3u, t\u1eeb \u0111\u00f3 t\u1ea1o ra s\u1ef1 tin t\u01b0\u1edfng r\u1ea5t l\u1edbn gi\u1eefa nh\u1eefng ng\u01b0\u1eddi trong c\u1ed9ng \u0111\u1ed3ng.<\/p>\n

    T\u00ednh \u0111\u1ed9c quy\u1ec1n v\u00e0 m\u1ed1i quan h\u1ec7 gia \u0111\u00ecnh<\/h3>\n

    K\u00edch ho\u1ea1t t\u00ednh \u0111\u1ed9c quy\u1ec1n v\u00e0 gia nh\u1eadp:<\/strong> Unity c\u00f3 th\u1ec3 \u0111\u1ebfn t\u1eeb ni\u1ec1m t\u1ef1 h\u00e0o khi \u0111\u01b0\u1ee3c tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n c\u1ee7a nh\u00f3m thi\u1ec3u s\u1ed1 tinh hoa, gi\u1ed1ng kh\u1ea9u hi\u1ec7u \u201cThe Few, The Proud\u201d c\u1ee7a Th\u1ee7y qu\u00e2n l\u1ee5c chi\u1ebfn.<\/p>\n

    \"Poster
    Kh\u1ea9u hi\u1ec7u x\u00e2y d\u1ef1ng ni\u1ec1m t\u1ef1 h\u00e0o quanh b\u1ea3n s\u1eafc c\u1ee7a m\u1ed9t nh\u00f3m tinh tuy\u1ec3n. Ngu\u1ed3n: U.S. Marine Corps.<\/figcaption><\/figure>\n

    K\u00eau g\u1ecdi m\u1ed1i quan h\u1ec7 gia \u0111\u00ecnh:<\/strong> M\u1ed1i quan h\u1ec7 gia \u0111\u00ecnh l\u00e0 s\u1ee3i d\u00e2y li\u00ean k\u1ebft b\u1ec1n ch\u1eb7t nh\u1ea5t, v\u00ec v\u1eady nh\u1eefng th\u00f4ng \u0111i\u1ec7p g\u1ee3i nh\u1eafc vi\u1ec7c gi\u00fap \u0111\u1ee1 v\u00e0 b\u1ea3o v\u1ec7 ng\u01b0\u1eddi th\u00e2n th\u01b0\u1eddng khi\u1ebfn ng\u01b0\u1eddi nghe s\u1eb5n s\u00e0ng h\u00e0nh \u0111\u1ed9ng h\u01a1n nhi\u1ec1u.<\/p>\n

    Cialdini t\u1eebng g\u1eedi email b\u1ea3ng h\u1ecfi th\u00f4ng th\u01b0\u1eddng cho ph\u1ee5 huynh c\u1ee7a sinh vi\u00ean trong l\u1edbp v\u00e0 ch\u1ec9 nh\u1eadn \u0111\u01b0\u1ee3c kho\u1ea3ng 20%<\/strong> ph\u1ea3n h\u1ed3i. Sau \u0111\u00f3, \u00f4ng th\u00eam m\u1ed9t thay \u0111\u1ed5i nh\u1ecf: N\u1ebfu ph\u1ee5 huynh ho\u00e0n th\u00e0nh kh\u1ea3o s\u00e1t, con c\u1ee7a h\u1ecd s\u1ebd \u0111\u01b0\u1ee3c c\u1ed9ng 1 \u0111i\u1ec3m<\/strong> v\u00e0o m\u1ed9t b\u00e0i ki\u1ec3m tra nh\u1ecf trong h\u1ecdc k\u1ef3. M\u1ed9t \u0111i\u1ec3m h\u1ea7u nh\u01b0 kh\u00f4ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn k\u1ebft qu\u1ea3 c\u1ea3 n\u0103m, nh\u01b0ng b\u1ea3n n\u0103ng mu\u1ed1n gi\u00fap con \u0111\u00e3 khi\u1ebfn t\u1ef7 l\u1ec7 ph\u1ea3n h\u1ed3i t\u0103ng l\u00ean g\u1ea7n nh\u01b0 ho\u00e0n h\u1ea3o: 97%<\/strong>.<\/p>\n

    \u0110\u1ed3ng s\u00e1ng t\u1ea1o<\/h3>\n

    Ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ed3ng s\u00e1ng t\u1ea1o (co-creation):<\/strong> B\u1ea1n c\u00f3 th\u1ec3 cho kh\u00e1ch h\u00e0ng tham gia x\u00e2y d\u1ef1ng, thi\u1ebft k\u1ebf ho\u1eb7c \u0111\u00f3ng g\u00f3p \u00fd ki\u1ebfn cho s\u1ea3n ph\u1ea9m, khi\u1ebfn h\u1ecd kh\u00f4ng c\u00f2n \u0111\u1ee9ng ho\u00e0n to\u00e0n \u1edf b\u00ean ngo\u00e0i. C\u1ea3m gi\u00e1c n\u00e0y kh\u00e1 g\u1ea7n v\u1edbi Hi\u1ec7u \u1ee9ng IKEA, n\u01a1i c\u00f4ng s\u1ee9c c\u1ee7a ch\u00ednh m\u00ecnh khi\u1ebfn th\u00e0nh qu\u1ea3 tr\u1edf n\u00ean \u0111\u00e1ng qu\u00fd h\u01a1n.<\/p>\n

    C\u00e2u h\u1ecfi khi\u1ebfn kh\u00e1ch h\u00e0ng tr\u1edf th\u00e0nh ng\u01b0\u1eddi \u0111\u1ed3ng s\u00e1ng t\u1ea1o<\/h3>\n

    Khi mu\u1ed1n nh\u1eadn ph\u1ea3n h\u1ed3i, thay v\u00ec h\u1ecfi \u201cB\u1ea1n c\u00f3 nh\u1eadn x\u00e9t g\u00ec kh\u00f4ng?\u201d, h\u00e3y th\u1eed \u0111\u1ed5i sang m\u1ed9t c\u00e2u kh\u00e1c:<\/p>\n

    \u201cT\u00f4i c\u00f3 th\u1ec3 xin l\u1eddi khuy\u00ean c\u1ee7a b\u1ea1n kh\u00f4ng?\u201d<\/p><\/blockquote>\n

    T\u1eeb \u201cl\u1eddi khuy\u00ean\u201d khi\u1ebfn ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi t\u1ef1 \u0111\u1eb7t m\u00ecnh v\u00e0o v\u1ecb tr\u00ed c\u00f9ng tham gia t\u1ea1o ra gi\u1ea3i ph\u00e1p, thay v\u00ec ch\u1ec9 \u0111\u00e1nh gi\u00e1 n\u00f3 b\u1eb1ng \u00fd ki\u1ebfn ho\u1eb7c k\u1ef3 v\u1ecdng. Trong nghi\u00ean c\u1ee9u v\u1ec1 nh\u00e0 h\u00e0ng Splash!, nh\u1eefng ng\u01b0\u1eddi \u0111\u01b0\u1ee3c xin l\u1eddi khuy\u00ean \u0111\u1ec3 ho\u00e0n thi\u1ec7n \u00fd t\u01b0\u1edfng c\u00f3 t\u1ef7 l\u1ec7 kh\u1eb3ng \u0111\u1ecbnh s\u1ebd \u0111\u1ebfn \u0103n cao h\u01a1n h\u1eb3n hai nh\u00f3m \u0111\u01b0\u1ee3c h\u1ecfi v\u1ec1 \u00fd ki\u1ebfn v\u00e0 k\u1ef3 v\u1ecdng. H\u1ecd c\u1ea3m th\u1ea5y m\u00ecnh \u0111ang gi\u00fap t\u1ea1o ra nh\u00e0 h\u00e0ng m\u1edbi, ch\u1ee9 kh\u00f4ng ch\u1ec9 \u0111\u1ee9ng ngo\u00e0i nh\u1eadn x\u00e9t.<\/p>\n

    \n

    Pre-Suasion: Thuy\u1ebft ph\u1ee5c c\u00f2n l\u00e0 chuy\u1ec7n \u0111\u00fang th\u1eddi \u0111i\u1ec3m<\/h2>\n

    Trong Pre-Suasion<\/em>, Cialdini cho r\u1eb1ng th\u00e0nh c\u00f4ng kh\u00f4ng ch\u1ec9 n\u1eb1m \u1edf b\u1ea3n th\u00e2n th\u00f4ng \u0111i\u1ec7p, m\u00e0 quan tr\u1ecdng h\u01a1n l\u00e0 tr\u1ea1ng th\u00e1i t\u00e2m tr\u00ed c\u1ee7a ng\u01b0\u1eddi nh\u1eadn ngay tr\u01b0\u1edbc khi th\u00f4ng \u0111i\u1ec7p xu\u1ea5t hi\u1ec7n. Roger \u0111\u00fac k\u1ebft c\u00e1ch chu\u1ea9n b\u1ecb n\u00e0y qua hai t\u1eeb kh\u00f3a: Timing (Th\u1eddi \u0111i\u1ec3m)<\/strong> v\u00e0 Priming (S\u1ef1 chu\u1ea9n b\u1ecb\/K\u00edch ho\u1ea1t nh\u1eadn th\u1ee9c)<\/strong>.<\/p>\n

    Timing – Khi l\u1eddi n\u00f3i xu\u1ea5t hi\u1ec7n \u0111\u00fang l\u00fac<\/h3>\n

    C\u00e1c nguy\u00ean l\u00fd nh\u01b0 khan hi\u1ebfm ho\u1eb7c b\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i t\u1ea1o ra t\u00e1c \u0111\u1ed9ng m\u1ea1nh nh\u1ea5t khi \u0111\u01b0\u1ee3c \u0111\u1eb7t ngay tr\u01b0\u1edbc n\u1ed7 l\u1ef1c chuy\u1ec3n \u0111\u1ed5i. Kho\u1ea3ng c\u00e1ch th\u1eddi gian c\u00e0ng xa, hi\u1ec7u \u1ee9ng t\u00e2m l\u00fd c\u00e0ng d\u1ec5 phai nh\u1ea1t. Vi\u1ec7c \u0111\u1ec3 m\u1ed9t l\u1eddi ch\u1ee9ng th\u1ef1c xu\u1ea5t hi\u1ec7n \u0111\u00fang l\u00fac ng\u01b0\u1eddi d\u00f9ng \u0111ang ph\u00e2n v\u00e2n thanh to\u00e1n th\u01b0\u1eddng c\u00f3 \u00edch h\u01a1n khi n\u00f3 b\u1ecb \u0111\u1eb7t \u1edf n\u01a1i h\u1ecd \u0111\u00e3 l\u01b0\u1edbt qua t\u1eeb r\u1ea5t l\u00e2u.<\/p>\n

    Cialdini t\u1eebng \u0111\u01b0\u1ee3c m\u1ed9t tr\u01b0\u1eddng \u0111\u1ea1i h\u1ecdc t\u1ea1i California m\u1eddi l\u00e0m nghi\u00ean c\u1ee9u sinh th\u1ec9nh gi\u1ea3ng m\u00e0 kh\u00f4ng ph\u1ea3i gi\u1ea3ng d\u1ea1y, \u0111\u1ec3 \u00f4ng c\u00f3 th\u1ec3 t\u1eadp trung vi\u1ebft s\u00e1ch. Ngay tr\u01b0\u1edbc khi \u00f4ng l\u00ean \u0111\u01b0\u1eddng, v\u1ecb hi\u1ec7u tr\u01b0\u1edfng g\u1ecdi \u0111i\u1ec7n ca ng\u1ee3i v\u00e0 t\u00e1n d\u01b0\u01a1ng \u00f4ng h\u1ebft l\u1eddi. Sau \u0111\u00f3, ng\u01b0\u1eddi n\u00e0y m\u1edbi \u0111\u1ec1 ngh\u1ecb Cialdini \u0111\u1ee9ng l\u1edbp m\u1ed9t kh\u00f3a th\u1ea1c s\u0129 kinh doanh r\u1ea5t \u00e1p l\u1ef1c.<\/p>\n

    Y\u00eau c\u1ea7u \u0111\u00f3 ph\u00e1 h\u1ecfng k\u1ebf ho\u1ea1ch ngh\u1ec9 ng\u01a1i, nh\u01b0ng Cialdini v\u1eabn l\u1eadp t\u1ee9c \u0111\u1ed3ng \u00fd. \u00d4ng th\u1eeba nh\u1eadn n\u1ebfu cu\u1ed9c g\u1ecdi \u0111\u1ebfn s\u1edbm h\u01a1n 1 tu\u1ea7n ho\u1eb7c mu\u1ed9n h\u01a1n 1 tu\u1ea7n, m\u00ecnh ch\u1eafc ch\u1eafn \u0111\u00e3 t\u1eeb ch\u1ed1i. L\u1eddi khen kh\u00f4ng thay \u0111\u1ed5i, \u0111\u1ec1 ngh\u1ecb c\u0169ng kh\u00f4ng thay \u0111\u1ed5i. Th\u1ee9 khi\u1ebfn k\u1ebft qu\u1ea3 kh\u00e1c \u0111i ch\u00ednh l\u00e0 th\u1eddi \u0111i\u1ec3m n\u00f3 \u0111\u01b0\u1ee3c \u0111\u01b0a ra.<\/p>\n

    Priming – Khi h\u00ecnh \u1ea3nh \u00e2m th\u1ea7m chu\u1ea9n b\u1ecb quy\u1ebft \u0111\u1ecbnh<\/h3>\n

    Hi\u1ec7u \u1ee9ng m\u1ed3i (priming) l\u00e0 vi\u1ec7c d\u00f9ng nh\u1eefng k\u00edch th\u00edch tr\u1ef1c quan ho\u1eb7c ng\u00f4n t\u1eeb m\u1ed9t c\u00e1ch tinh t\u1ebf \u0111\u1ec3 \u0111\u01b0a b\u1ed9 n\u00e3o v\u00e0o m\u1ed9t khung nh\u1eadn th\u1ee9c nh\u1ea5t \u0111\u1ecbnh. \u0110\u00f4i khi ng\u01b0\u1eddi d\u00f9ng th\u1eadm ch\u00ed kh\u00f4ng \u00fd th\u1ee9c r\u00f5 r\u1eb1ng y\u1ebfu t\u1ed1 n\u00e0y \u0111ang \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn th\u1ee9 m\u00ecnh ch\u00fa \u00fd.<\/p>\n

    M\u1ed9t website b\u00e1n \u0111\u1ed3 n\u1ed9i th\u1ea5t t\u1eebng th\u1eed nghi\u1ec7m thay \u0111\u1ed5i h\u00ecnh n\u1ec1n. Khi trang web s\u1eed d\u1ee5ng h\u00ecnh nh\u1eefng \u0111\u00e1m m\u00e2y, ng\u01b0\u1eddi truy c\u1eadp \u0111\u01b0\u1ee3c \u201cm\u1ed3i\u201d v\u1ec1 c\u1ea3m gi\u00e1c \u00eam \u00e1i v\u00e0 d\u1ec5 ch\u1ecbu, t\u1eeb \u0111\u00f3 d\u00e0nh ph\u1ea7n l\u1edbn th\u1eddi gian t\u00ecm ki\u1ebfm v\u00e0 mua nh\u1eefng b\u1ed9 sofa m\u1ec1m m\u1ea1i, tho\u1ea3i m\u00e1i nh\u1ea5t.<\/p>\n

    Khi h\u00ecnh n\u1ec1n \u0111\u01b0\u1ee3c \u0111\u1ed5i th\u00e0nh nh\u1eefng \u0111\u1ed3ng xu penny<\/strong>, s\u1ef1 ch\u00fa \u00fd l\u1ea1i chuy\u1ec3n sang t\u00e0i ch\u00ednh. Ng\u01b0\u1eddi d\u00f9ng t\u1eadp trung so s\u00e1nh gi\u00e1 c\u1ea3 v\u00e0 ch\u1ecdn nh\u1eefng s\u1ea3n ph\u1ea9m r\u1ebb nh\u1ea5t. Website v\u1eabn b\u00e1n c\u00f9ng m\u1ed9t lo\u1ea1i n\u1ed9i th\u1ea5t, nh\u01b0ng h\u00ecnh \u1ea3nh xu\u1ea5t hi\u1ec7n tr\u01b0\u1edbc \u0111\u00e3 \u00e2m th\u1ea7m thay \u0111\u1ed5i ti\u00eau ch\u00ed h\u1ecd d\u00f9ng \u0111\u1ec3 ra quy\u1ebft \u0111\u1ecbnh.<\/p>\n

    \"Giao
    \n\"C\u00f9ng
    Hai phi\u00ean b\u1ea3n ch\u1ec9 thay t\u00edn hi\u1ec7u n\u1ec1n: m\u00e2y cho s\u1ef1 tho\u1ea3i m\u00e1i, \u0111\u1ed3ng xu cho gi\u00e1. Ngu\u1ed3n: Human Factors International.<\/figcaption><\/figure>\n

    Khi thuy\u1ebft ph\u1ee5c tr\u1edf th\u00e0nh thao t\u00fang<\/h2>\n

    Bi\u1ebft c\u1ea3 7 nguy\u00ean l\u00fd kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 b\u1ea1n n\u00ean nh\u1ed3i ch\u00fang v\u00e0o c\u00f9ng m\u1ed9t landing page. Vi\u1ec7c \u00e1p d\u1ee5ng qu\u00e1 nhi\u1ec1u con s\u1ed1, logo, l\u1eddi ch\u1ee9ng th\u1ef1c, \u0111\u1ed3ng h\u1ed3 \u0111\u1ebfm ng\u01b0\u1ee3c, qu\u00e0 t\u1eb7ng v\u00e0 huy hi\u1ec7u c\u00f3 th\u1ec3 khi\u1ebfn giao di\u1ec7n tr\u1edf n\u00ean r\u1ed1i r\u1eafm, ph\u1ea3n t\u00e1c d\u1ee5ng. V\u1eady n\u00ean, h\u00e3y ch\u1ecdn nguy\u00ean l\u00fd ph\u00f9 h\u1ee3p nh\u1ea5t v\u1edbi b\u1ea3n ch\u1ea5t s\u1ea3n ph\u1ea9m v\u00e0 t\u1ec7p kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n, thay v\u00ec bi\u1ebfn trang b\u00e1n h\u00e0ng th\u00e0nh m\u1ed9t cu\u1ed9c bao v\u00e2y t\u00e2m l\u00fd.<\/p>\n

    \u0110i\u1ec1u c\u1ea7n tr\u00e1nh nh\u1ea5t l\u00e0 s\u1ef1 gi\u1ea3 t\u1ea1o. M\u1ed9t th\u00f4ng b\u00e1o \u201cch\u1ec9 c\u00f2n 50 b\u1ea3n t\u1ea3i xu\u1ed1ng\u201d d\u00e0nh cho file PDF, \u0111\u1ed3ng h\u1ed3 \u0111\u1ebfm ng\u01b0\u1ee3c kh\u00f4ng bao gi\u1edd k\u1ebft th\u00fac ho\u1eb7c ch\u1ee9ng nh\u1eadn chuy\u00ean gia t\u1ef1 b\u1ecba \u0111\u1ec1u c\u00f3 th\u1ec3 b\u1ecb ng\u01b0\u1eddi d\u00f9ng nh\u1eadn ra. M\u1ed9t khi kh\u00e1ch h\u00e0ng ph\u00e1t hi\u1ec7n m\u00ecnh b\u1ecb thao t\u00fang, l\u00f2ng tin s\u1ebd s\u1ee5p \u0111\u1ed5 v\u0129nh vi\u1ec5n v\u00e0 doanh nghi\u1ec7p c\u00f2n c\u00f3 nguy c\u01a1 \u0111\u1ed1i di\u1ec7n v\u1edbi l\u00e0n s\u00f3ng t\u1ea9y chay.<\/p>\n

    M\u1ecdi b\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i, s\u1ed1 li\u1ec7u chuy\u1ec3n \u0111\u1ed5i v\u00e0 danh t\u00ednh th\u1ea9m quy\u1ec1n \u0111\u01b0\u1ee3c tr\u01b0ng b\u00e0y c\u1ea7n d\u1ef1a tr\u00ean s\u1ef1 th\u1eadt, \u0111\u1ed3ng th\u1eddi c\u00f3 th\u1ec3 x\u00e1c minh. T\u01b0\u01a1ng t\u1ef1, s\u1ef1 khan hi\u1ebfm ch\u1ec9 n\u00ean xu\u1ea5t hi\u1ec7n khi s\u1ea3n ph\u1ea9m th\u1ef1c s\u1ef1 c\u00f3 gi\u1edbi h\u1ea1n, c\u00f2n m\u00f3n qu\u00e0 ban \u0111\u1ea7u ph\u1ea3i mang l\u1ea1i gi\u00e1 tr\u1ecb ch\u1ee9 kh\u00f4ng ph\u1ea3i chi\u1ebfc b\u1eaby \u0111\u01b0\u1ee3c g\u00f3i \u0111\u1eb9p h\u01a1n.<\/p>\n

    Thuy\u1ebft ph\u1ee5c \u0111\u1ea1o \u0111\u1ee9c l\u00e0 gi\u00fap \u0111\u1ed3ng \u0111i\u1ec7u h\u00f3a nhu c\u1ea7u t\u1ef1 nhi\u00ean c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi gi\u1ea3i ph\u00e1p th\u1ef1c t\u1ebf c\u1ee7a b\u1ea1n, ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 s\u1ef1 l\u1eeba d\u1ed1i.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

    M\u1ed9t vi\u00ean k\u1eb9o mint r\u1ebb ti\u1ec1n c\u00f3 th\u1ec3 khi\u1ebfn ti\u1ec1n tip t\u0103ng l\u00ean, c\u00f2n chi\u1ebfc \u00e1o vest cam l\u1ea1i khi\u1ebfn ng\u01b0\u1eddi l\u1ea1 nghe l\u1eddi. B\u1ed9 n\u00e3o c\u1ee7a ch\u00fang ta c\u00f3 nhi\u1ec1u \u201cn\u00fat b\u1ea5m mua h\u00e0ng\u201d h\u01a1n b\u1ea1n ngh\u0129. \u0110\u00e3 bao gi\u1edd b\u1ea1n v\u00e0o m\u1ed9t website ch\u1ec9 \u0111\u1ec3 xem th\u1eed, nh\u01b0ng cu\u1ed1i c\u00f9ng l\u1ea1i \u0111i\u1ec1n email […]<\/p>\n","protected":false},"author":1,"featured_media":4655,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,36],"tags":[52],"class_list":["post-4007","post","type-post","status-publish","format-standard","has-post-thumbnail","category-cro","category-tam-ly-hoc-chuyen-doi","tag-tam-ly-hoc-xa-hoi"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4007","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/comments?post=4007"}],"version-history":[{"count":12,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4007\/revisions"}],"predecessor-version":[{"id":4644,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4007\/revisions\/4644"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media\/4655"}],"wp:attachment":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media?parent=4007"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/categories?post=4007"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/tags?post=4007"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}