{"id":4044,"date":"2026-08-09T14:27:37","date_gmt":"2026-08-09T14:27:37","guid":{"rendered":"https:\/\/vbaseup.com\/kien-thuc\/?p=4044"},"modified":"2026-08-24T19:04:45","modified_gmt":"2026-08-24T19:04:45","slug":"framing-effect","status":"publish","type":"post","link":"https:\/\/vbaseup.com\/kien-thuc\/framing-effect\/","title":{"rendered":"Hi\u1ec7u \u1ee9ng khung (Framing Effect): Khi c\u00e1ch b\u1ea1n n\u00f3i quan tr\u1ecdng h\u01a1n c\u1ea3 \u0111i\u1ec1u b\u1ea1n n\u00f3i"},"content":{"rendered":"

C\u00f9ng m\u1ed9t s\u1ea3n ph\u1ea9m, c\u00f9ng m\u1ed9t t\u1ef7 l\u1ec7 ch\u1ea5t b\u00e9o, nh\u01b0ng ch\u1ec9 c\u1ea7n \u0111\u1ed5i c\u00e1ch di\u1ec5n \u0111\u1ea1t l\u00e0 l\u1ef1a ch\u1ecdn c\u1ee7a ch\u00fang ta c\u0169ng c\u00f3 th\u1ec3 thay \u0111\u1ed5i theo.<\/p><\/blockquote>\n

Tr\u01b0\u1edbc m\u1eb7t b\u1ea1n c\u00f3 2 h\u1ed9p th\u1ef1c ph\u1ea9m gi\u1ed1ng h\u1ec7t nhau v\u1ec1 th\u00e0nh ph\u1ea7n. M\u1ed9t h\u1ed9p ghi \u201c65% kh\u00f4ng ch\u1ea5t b\u00e9o\u201d, h\u1ed9p c\u00f2n l\u1ea1i ghi \u201c35% ch\u1ea5t b\u00e9o\u201d. B\u1ea1n s\u1ebd c\u1ea7m h\u1ed9p n\u00e0o l\u00ean tr\u01b0\u1edbc?<\/p>\n

Nhi\u1ec1u ng\u01b0\u1eddi s\u1ebd nghi\u00eang v\u1ec1 h\u1ed9p \u201c65% kh\u00f4ng ch\u1ea5t b\u00e9o\u201d, b\u1edfi c\u00e1ch ghi n\u00e0y mang \u0111\u1ebfn c\u1ea3m gi\u00e1c l\u00e0nh m\u1ea1nh v\u00e0 an to\u00e0n h\u01a1n. Nh\u01b0ng n\u1ebfu x\u00e9t v\u1ec1 m\u1eb7t to\u00e1n h\u1ecdc, 2 nh\u00e3n s\u1ea3n ph\u1ea9m \u0111ang n\u00f3i \u0111\u00fang c\u00f9ng m\u1ed9t \u0111i\u1ec1u. Ch\u1ec9 c\u00f3 ph\u1ea7n th\u00f4ng tin \u0111\u01b0\u1ee3c \u0111\u01b0a ra ph\u00eda tr\u01b0\u1edbc l\u00e0 kh\u00e1c nhau.<\/p>\n

C\u1ea3m gi\u00e1c nghi\u00eang v\u1ec1 m\u1ed9t c\u00e1ch di\u1ec5n \u0111\u1ea1t d\u00f9 kh\u00f4ng c\u00f3 th\u00eam c\u01a1 s\u1edf logic \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 Framing Effect (hi\u1ec7u \u1ee9ng \u0111\u00f3ng khung)<\/strong>.<\/p>\n

Hi\u1ec7u \u1ee9ng n\u00e0y kh\u00f4ng ch\u1ec9 n\u1eb1m tr\u00ean m\u1ed9t h\u1ed9p th\u1ef1c ph\u1ea9m. N\u00f3 xu\u1ea5t hi\u1ec7n khi b\u1ea1n ch\u1ecdn mua \u0111\u1ed3, \u0111\u1ecdc email c\u00f4ng vi\u1ec7c, xem gi\u00e1 s\u1ea3n ph\u1ea9m ho\u1eb7c quy\u1ebft \u0111\u1ecbnh c\u00f3 \u0111\u0103ng k\u00fd s\u1edbm m\u1ed9t d\u1ecbch v\u1ee5 n\u00e0o \u0111\u00f3 hay kh\u00f4ng. \u0110\u00e2y c\u0169ng l\u00e0 m\u1ed9t trong nh\u1eefng thi\u00ean ki\u1ebfn nh\u1eadn th\u1ee9c c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng l\u1edbn trong t\u00e2m l\u00fd h\u1ecdc h\u00e0nh vi, kinh t\u1ebf h\u1ecdc h\u00e0nh vi v\u00e0 t\u1ed1i \u01b0u t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i (CRO).<\/p>\n

Framing Effect l\u00e0 g\u00ec?<\/h2>\n

Framing Effect l\u00e0 hi\u1ec7n t\u01b0\u1ee3ng c\u00e1ch m\u1ed9t th\u00f4ng tin \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u1ea3m nh\u1eadn v\u00e0 l\u1ef1a ch\u1ecdn c\u1ee7a ch\u00fang ta<\/strong>, d\u00f9 b\u1ea3n ch\u1ea5t c\u1ee7a th\u00f4ng tin \u0111\u00f3 kh\u00f4ng h\u1ec1 thay \u0111\u1ed5i.<\/p>\n

Ch\u1eb3ng h\u1ea1n, \u201c65% kh\u00f4ng ch\u1ea5t b\u00e9o\u201d v\u00e0 \u201c35% ch\u1ea5t b\u00e9o\u201d c\u00f3 gi\u00e1 tr\u1ecb ho\u00e0n to\u00e0n gi\u1ed1ng nhau. C\u00e1ch di\u1ec5n \u0111\u1ea1t \u0111\u1ea7u ti\u00ean \u0111\u01b0a s\u1ef1 ch\u00fa \u00fd c\u1ee7a b\u1ea1n v\u00e0o ph\u1ea7n kh\u00f4ng c\u00f3 ch\u1ea5t b\u00e9o, trong khi c\u00e1ch c\u00f2n l\u1ea1i k\u00e9o m\u1eaft b\u1ea1n v\u1ec1 ch\u1eef \u201cch\u1ea5t b\u00e9o\u201d. S\u1ea3n ph\u1ea9m v\u1eabn v\u1eady, nh\u01b0ng c\u1ea3m gi\u00e1c v\u1ec1 n\u00f3 \u0111\u00e3 kh\u00e1c.<\/p>\n

\"Hai
C\u00f9ng m\u1ed9t t\u1ef7 l\u1ec7 ch\u1ea5t b\u00e9o, nh\u01b0ng c\u00e1ch ghi t\u00edch c\u1ef1c khi\u1ebfn s\u1ea3n ph\u1ea9m d\u1ec5 \u0111\u01b0\u1ee3c ch\u1ecdn h\u01a1n. Ngu\u1ed3n: The Decision Lab.<\/figcaption><\/figure>\n

N\u00e3o b\u1ed9 con ng\u01b0\u1eddi kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng ph\u1ea3n \u1ee9ng v\u1edbi nh\u1eefng con s\u1ed1 thu\u1ea7n t\u00fay. N\u00f3 c\u00f2n ti\u1ebfp nh\u1eadn b\u1ed1i c\u1ea3nh c\u1ea3m x\u00fac, t\u00f4ng gi\u1ecdng v\u00e0 ph\u1ea7n th\u00f4ng tin \u0111ang \u0111\u01b0\u1ee3c nh\u1ea5n m\u1ea1nh. B\u1edfi n\u00e3o lu\u00f4n t\u00ecm ki\u1ebfm nh\u1eefng l\u1ed1i t\u1eaft nh\u1eadn th\u1ee9c \u0111\u1ec3 kh\u00f4ng ph\u1ea3i c\u00e2n nh\u1eafc l\u1ea1i m\u1ecdi th\u1ee9 t\u1eeb \u0111\u1ea7u, c\u00e1ch m\u1ed9t s\u1ef1 th\u1eadt \u0111\u01b0\u1ee3c k\u1ec3 c\u00f3 th\u1ec3 \u00e2m th\u1ea7m d\u1eabn ch\u00fang ta nghi\u00eang v\u1ec1 m\u1ed9t l\u1ef1a ch\u1ecdn m\u00e0 ch\u00ednh m\u00ecnh c\u0169ng kh\u00f4ng nh\u1eadn ra.<\/p>\n

N\u00f3i m\u1ed9t c\u00e1ch d\u1ec5 hi\u1ec3u, b\u1ea1n kh\u00f4ng ch\u1ec9 quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean s\u1ef1 th\u1eadt. B\u1ea1n c\u00f2n quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean c\u00e1ch s\u1ef1 th\u1eadt \u0111\u00f3 \u0111\u01b0\u1ee3c k\u1ec3 l\u1ea1i.<\/p>\n

3 c\u00e1ch m\u1ed9t th\u00f4ng tin c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u00f3ng khung<\/h2>\n

Framing Effect kh\u00f4ng ch\u1ec9 c\u00f3 m\u1ed9t h\u00ecnh th\u1ee9c duy nh\u1ea5t. Trong t\u00e2m l\u00fd h\u1ecdc h\u00e0nh vi, hi\u1ec7u \u1ee9ng n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c chia th\u00e0nh 3 d\u1ea1ng l\u00e0 Equivalence Framing, Emphasis Framing v\u00e0 Goal Framing. \u0110i\u1ec3m kh\u00e1c nhau n\u1eb1m \u1edf vi\u1ec7c ng\u01b0\u1eddi vi\u1ebft thay \u0111\u1ed5i c\u00e1ch di\u1ec5n \u0111\u1ea1t, ch\u1ecdn m\u1ed9t kh\u00eda c\u1ea1nh \u0111\u1ec3 nh\u1ea5n m\u1ea1nh hay h\u01b0\u1edbng ng\u01b0\u1eddi \u0111\u1ecdc nh\u00ecn v\u00e0o k\u1ebft qu\u1ea3 c\u1ee7a h\u00e0nh \u0111\u1ed9ng.<\/p>\n

1. Equivalence Framing (\u0110\u00f3ng khung t\u01b0\u01a1ng \u0111\u01b0\u01a1ng)<\/h3>\n

Equivalence Framing s\u1eed d\u1ee5ng 2 c\u00e1ch di\u1ec5n \u0111\u1ea1t \u0111\u1ed1i l\u1eadp \u0111\u1ec3 tr\u00ecnh b\u00e0y nh\u1eefng th\u00f4ng tin ho\u00e0n to\u00e0n gi\u1ed1ng nhau v\u1ec1 m\u1eb7t logic. \u201c30% ch\u1ea5t b\u00e9o\u201d v\u00e0 \u201c70% kh\u00f4ng ch\u1ea5t b\u00e9o\u201d c\u00f9ng m\u00f4 t\u1ea3 m\u1ed9t s\u1ea3n ph\u1ea9m, th\u1ebf nh\u01b0ng c\u1ea3m gi\u00e1c m\u00e0 ch\u00fang t\u1ea1o ra l\u1ea1i kh\u00f4ng gi\u1ed1ng nhau.<\/p>\n

D\u1ea1ng \u0111\u00f3ng khung n\u00e0y th\u01b0\u1eddng xu\u1ea5t hi\u1ec7n trong c\u00e1c c\u1eb7p nh\u01b0 l\u1ee3i \u00edch v\u00e0 t\u1ed5n th\u1ea5t, t\u1ef7 l\u1ec7 s\u1ed1ng s\u00f3t v\u00e0 t\u1ef7 l\u1ec7 t\u1eed vong. Con s\u1ed1 kh\u00f4ng \u0111\u1ed5i, ph\u1ea7n thay \u0111\u1ed5i ch\u1ec9 l\u00e0 \u0111i\u1ec1u b\u1ea1n mu\u1ed1n ng\u01b0\u1eddi \u0111\u1ecdc nh\u00ecn th\u1ea5y tr\u01b0\u1edbc.<\/p>\n

2. Emphasis Framing (\u0110\u00f3ng khung nh\u1ea5n m\u1ea1nh)<\/h3>\n

Emphasis Framing kh\u00f4ng \u0111\u1eb7t 2 c\u00e1ch di\u1ec5n \u0111\u1ea1t t\u01b0\u01a1ng \u0111\u01b0\u01a1ng c\u1ea1nh nhau. Thay v\u00e0o \u0111\u00f3, ng\u01b0\u1eddi vi\u1ebft ch\u1ee7 \u0111\u1ed9ng ch\u1ecdn m\u1ed9t kh\u00eda c\u1ea1nh c\u1ee5 th\u1ec3 c\u1ee7a s\u1ea3n ph\u1ea9m \u0111\u1ec3 \u0111\u01b0a ra ph\u00eda tr\u01b0\u1edbc, t\u1eeb \u0111\u00f3 h\u01b0\u1edbng kh\u00e1ch h\u00e0ng \u0111\u00e1nh gi\u00e1 s\u1ea3n ph\u1ea9m theo h\u1ec7 quy chi\u1ebfu mong mu\u1ed1n. C\u00f9ng m\u1ed9t chi\u1ebfc xe h\u01a1i, b\u1ea1n c\u00f3 th\u1ec3 n\u00f3i v\u1ec1 kh\u1ea3 n\u0103ng \u201cti\u1ebft ki\u1ec7m chi ph\u00ed\u201d v\u1edbi nh\u00f3m kh\u00e1ch h\u00e0ng th\u1ef1c d\u1ee5ng. Nh\u01b0ng khi n\u00f3i v\u1edbi nh\u1eefng ng\u01b0\u1eddi quan t\u00e2m \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m, chi\u1ebfc xe \u0111\u00f3 l\u1ea1i \u0111\u01b0\u1ee3c m\u00f4 t\u1ea3 b\u1eb1ng \u201ct\u1ed1c \u0111\u1ed9 v\u00e0 \u0111\u1eb3ng c\u1ea5p\u201d. S\u1ea3n ph\u1ea9m kh\u00f4ng thay \u0111\u1ed5i, ch\u1ec9 c\u00f3 c\u00e2u chuy\u1ec7n \u0111\u01b0\u1ee3c \u01b0u ti\u00ean l\u00e0 kh\u00e1c nhau.<\/p>\n

3. Goal Framing (\u0110\u00f3ng khung m\u1ee5c ti\u00eau)<\/h3>\n

Goal Framing tr\u00ecnh b\u00e0y m\u1ed9t h\u00e0nh \u0111\u1ed9ng d\u1ef1a tr\u00ean l\u1ee3i \u00edch nh\u1eadn \u0111\u01b0\u1ee3c khi th\u1ef1c hi\u1ec7n, \u0111\u00e2y l\u00e0 khung t\u00edch c\u1ef1c. \u1ede chi\u1ec1u ng\u01b0\u1ee3c l\u1ea1i, th\u00f4ng \u0111i\u1ec7p t\u1eadp trung v\u00e0o h\u1eadu qu\u1ea3 n\u1ebfu b\u1ea1n kh\u00f4ng h\u00e0nh \u0111\u1ed9ng, hay c\u00f2n g\u1ecdi l\u00e0 khung ti\u00eau c\u1ef1c.<\/p>\n

\u0110i\u1ec3m \u0111\u00e1ng ch\u00fa \u00fd l\u00e0 khung ti\u00eau c\u1ef1c th\u01b0\u1eddng c\u00f3 kh\u1ea3 n\u0103ng th\u00fac \u0111\u1ea9y h\u00e0nh \u0111\u1ed9ng m\u1ea1nh h\u01a1n, b\u1edfi n\u00f3 ch\u1ea1m v\u00e0o Loss Aversion (t\u00e2m l\u00fd s\u1ee3 m\u1ea5t m\u00e1t)<\/strong>. Con ng\u01b0\u1eddi th\u01b0\u1eddng ph\u1ea3n \u1ee9ng m\u1ea1nh v\u1edbi nguy c\u01a1 ph\u1ea3i m\u1ea5t \u0111i m\u1ed9t th\u1ee9 m\u00ecnh \u0111ang c\u00f3 h\u01a1n l\u00e0 ni\u1ec1m vui nh\u1eadn \u0111\u01b0\u1ee3c m\u1ed9t l\u1ee3i \u00edch t\u01b0\u01a1ng \u0111\u01b0\u01a1ng.<\/p>\n

\"\u0110\u1ed3
\u0110\u1ed9 d\u1ed1c l\u1edbn h\u01a1n \u1edf v\u00f9ng t\u1ed5n th\u1ea5t l\u00fd gi\u1ea3i v\u00ec sao m\u1ea5t m\u00e1t th\u01b0\u1eddng t\u1ea1o ph\u1ea3n \u1ee9ng m\u1ea1nh h\u01a1n l\u1ee3i \u00edch t\u01b0\u01a1ng \u0111\u01b0\u01a1ng. Ngu\u1ed3n: Wikimedia Commons.<\/figcaption><\/figure>\n

C\u00f9ng 600 ng\u01b0\u1eddi, v\u00ec sao l\u1ef1a ch\u1ecdn l\u1ea1i \u0111\u1ea3o ng\u01b0\u1ee3c?<\/h2>\n

Framing Effect kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t nh\u1eadn \u0111\u1ecbnh nghe c\u00f3 v\u1ebb h\u1ee3p l\u00fd. Hi\u1ec7u \u1ee9ng n\u00e0y \u0111\u00e3 xu\u1ea5t hi\u1ec7n trong nhi\u1ec1u th\u00ed nghi\u1ec7m t\u00e2m l\u00fd h\u1ecdc, n\u1ed5i ti\u1ebfng nh\u1ea5t l\u00e0 th\u00ed nghi\u1ec7m \u201cD\u1ecbch b\u1ec7nh Ch\u00e2u \u00c1\u201d do 2 nh\u00e0 t\u00e2m l\u00fd h\u1ecdc Tversky v\u00e0 Kahneman<\/strong> th\u1ef1c hi\u1ec7n v\u00e0o n\u0103m 1981.<\/p>\n

Trong t\u00ecnh hu\u1ed1ng gi\u1ea3 \u0111\u1ecbnh, n\u01b0\u1edbc M\u1ef9 \u0111ang ph\u1ea3i \u0111\u1ed1i ph\u00f3 v\u1edbi m\u1ed9t d\u1ecbch b\u1ec7nh c\u00f3 th\u1ec3 khi\u1ebfn 600 ng\u01b0\u1eddi t\u1eed vong. Ng\u01b0\u1eddi tham gia \u0111\u01b0\u1ee3c y\u00eau c\u1ea7u ch\u1ecdn gi\u1eefa 2 ch\u01b0\u01a1ng tr\u00ecnh \u0111i\u1ec1u tr\u1ecb.<\/p>\n

V\u1edbi nh\u00f3m \u0111\u1ea7u ti\u00ean, c\u00e1c l\u1ef1a ch\u1ecdn \u0111\u01b0\u1ee3c \u0111\u00f3ng khung theo h\u01b0\u1edbng t\u00edch c\u1ef1c. Ch\u01b0\u01a1ng tr\u00ecnh A ch\u1eafc ch\u1eafn c\u1ee9u \u0111\u01b0\u1ee3c 200 ng\u01b0\u1eddi. Ch\u01b0\u01a1ng tr\u00ecnh B c\u00f3 1\/3 c\u01a1 h\u1ed9i c\u1ee9u \u0111\u01b0\u1ee3c c\u1ea3 600 ng\u01b0\u1eddi, nh\u01b0ng c\u0169ng c\u00f3 2\/3 kh\u1ea3 n\u0103ng kh\u00f4ng c\u1ee9u \u0111\u01b0\u1ee3c ai. K\u1ebft qu\u1ea3, 72% ng\u01b0\u1eddi tham gia ch\u1ecdn ph\u01b0\u01a1ng \u00e1n ch\u1eafc ch\u1eafn A<\/strong>.<\/p>\n

Sang nh\u00f3m th\u1ee9 hai, b\u1ea3n ch\u1ea5t l\u1ef1a ch\u1ecdn kh\u00f4ng \u0111\u1ed5i nh\u01b0ng c\u00e2u ch\u1eef \u0111\u01b0\u1ee3c chuy\u1ec3n sang h\u01b0\u1edbng ti\u00eau c\u1ef1c. Ch\u01b0\u01a1ng tr\u00ecnh A ch\u1eafc ch\u1eafn c\u00f3 400 ng\u01b0\u1eddi ch\u1ebft. Ch\u01b0\u01a1ng tr\u00ecnh B c\u00f3 1\/3 c\u01a1 h\u1ed9i kh\u00f4ng ai ch\u1ebft, nh\u01b0ng c\u00f3 2\/3 kh\u1ea3 n\u0103ng c\u1ea3 600 ng\u01b0\u1eddi \u0111\u1ec1u ch\u1ebft. L\u1ea7n n\u00e0y, 78% ng\u01b0\u1eddi tham gia ch\u1ecdn ph\u01b0\u01a1ng \u00e1n m\u1ea1o hi\u1ec3m B<\/strong>.<\/p>\n

\"S\u01a1
Ch\u1ec9 thay c\u00e1ch di\u1ec5n \u0111\u1ea1t t\u1eeb c\u1ee9u s\u1ed1ng sang t\u1eed vong \u0111\u00e3 l\u00e0m l\u1ef1a ch\u1ecdn c\u1ee7a ng\u01b0\u1eddi tham gia \u0111\u1ea3o chi\u1ec1u. Ngu\u1ed3n: pharmaphorum.<\/figcaption><\/figure>\n

X\u00e9t v\u1ec1 m\u1eb7t to\u00e1n h\u1ecdc, ch\u01b0\u01a1ng tr\u00ecnh A \u1edf 2 nh\u00f3m ho\u00e0n to\u00e0n gi\u1ed1ng nhau: c\u1ee9u \u0111\u01b0\u1ee3c 200 ng\u01b0\u1eddi c\u0169ng \u0111\u1ed3ng ngh\u0129a v\u1edbi 400 ng\u01b0\u1eddi t\u1eed vong. Tuy nhi\u00ean, khi l\u1ef1a ch\u1ecdn \u0111\u01b0\u1ee3c k\u1ec3 b\u1eb1ng s\u1ed1 ng\u01b0\u1eddi s\u1ed1ng s\u00f3t, \u0111a s\u1ed1 mu\u1ed1n gi\u1eef l\u1ea5y ph\u01b0\u01a1ng \u00e1n ch\u1eafc ch\u1eafn. Khi c\u00e2u ch\u1eef chuy\u1ec3n sang s\u1ed1 ng\u01b0\u1eddi thi\u1ec7t m\u1ea1ng, h\u1ecd l\u1ea1i s\u1eb5n s\u00e0ng ch\u1ea5p nh\u1eadn r\u1ee7i ro \u0111\u1ec3 tr\u00e1nh m\u1ea5t m\u00e1t.<\/p>\n

M\u1ed9t th\u00ed nghi\u1ec7m kh\u00e1c v\u1ec1 h\u00e0nh vi \u0111\u0103ng k\u00fd s\u1edbm c\u0169ng cho ra k\u1ebft qu\u1ea3 t\u01b0\u01a1ng t\u1ef1. Khi \u01b0u \u0111\u00e3i \u0111\u01b0\u1ee3c m\u00f4 t\u1ea3 l\u00e0 \u201cchi\u1ebft kh\u1ea5u n\u1ebfu \u0111\u0103ng k\u00fd s\u1edbm\u201d, c\u00f3 67%<\/strong> ng\u01b0\u1eddi tham gia \u0111\u0103ng k\u00fd. Nh\u01b0ng c\u0169ng v\u1edbi \u01b0u \u0111\u00e3i \u0111\u00f3, khi c\u00e1ch n\u00f3i \u0111\u01b0\u1ee3c \u0111\u1ed5i th\u00e0nh \u201cph\u00ed ph\u1ea1t n\u1ebfu \u0111\u0103ng k\u00fd tr\u1ec5\u201d, t\u1ef7 l\u1ec7 n\u00e0y t\u0103ng l\u00ean 93%<\/strong>.<\/p>\n

K\u1ebft qu\u1ea3 tr\u00ean cho th\u1ea5y n\u1ed7i s\u1ee3 ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi m\u1ed9t \u0111i\u1ec1u t\u1ed3i t\u1ec7 c\u00f3 th\u1ec3 th\u00fac \u0111\u1ea9y h\u00e0nh \u0111\u1ed9ng m\u1ea1nh h\u01a1n ni\u1ec1m vui nh\u1eadn \u0111\u01b0\u1ee3c m\u1ed9t \u01b0u \u0111\u00e3i t\u01b0\u01a1ng \u0111\u01b0\u01a1ng. \u0110\u00f3 c\u0169ng l\u00e0 l\u00fd do Goal Framing theo h\u01b0\u1edbng ti\u00eau c\u1ef1c th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong copywriting b\u00e1n h\u00e0ng.<\/p>\n

Framing Effect c\u00f3 m\u1ea1nh h\u01a1n Anchoring kh\u00f4ng?<\/h2>\n

N\u1ebfu l\u00e0m t\u1ed1i \u01b0u t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i (CRO), b\u1ea1n c\u00f3 th\u1ec3 s\u1ebd mu\u1ed1n bi\u1ebft n\u00ean thay \u0111\u1ed5i c\u00e1ch di\u1ec5n \u0111\u1ea1t hay m\u1ee9c gi\u00e1 tham chi\u1ebfu tr\u01b0\u1edbc. M\u1ed9t nghi\u00ean c\u1ee9u \u0111\u1ecbnh l\u01b0\u1ee3ng tr\u00ean 90 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 so s\u00e1nh Framing Effect v\u1edbi Anchoring Effect (hi\u1ec7u \u1ee9ng m\u1ecf neo)<\/strong>, hi\u1ec7n t\u01b0\u1ee3ng con s\u1ed1 \u0111\u1ea7u ti\u00ean kh\u00e1ch h\u00e0ng nh\u00ecn th\u1ea5y \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1ch h\u1ecd c\u1ea3m nh\u1eadn nh\u1eefng con s\u1ed1 xu\u1ea5t hi\u1ec7n sau \u0111\u00f3.<\/p>\n

K\u1ebft qu\u1ea3 cho th\u1ea5y 2 hi\u1ec7u \u1ee9ng g\u1ea7n nh\u01b0 kh\u00f4ng li\u00ean quan \u0111\u1ebfn nhau, v\u1edbi h\u1ec7 s\u1ed1 t\u01b0\u01a1ng quan ch\u1ec9 l\u00e0 0,028<\/strong>. \u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a m\u1ed9t ng\u01b0\u1eddi d\u1ec5 b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi gi\u00e1 m\u1ecf neo ch\u01b0a ch\u1eafc c\u0169ng d\u1ec5 b\u1ecb thuy\u1ebft ph\u1ee5c b\u1edfi c\u00e1ch th\u00f4ng \u0111i\u1ec7p \u0111\u01b0\u1ee3c \u0111\u00f3ng khung.<\/p>\n

Khi so s\u00e1nh tr\u1ef1c ti\u1ebfp, Anchoring c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng cao h\u01a1n Framing. \u0110i\u1ec3m trung b\u00ecnh c\u1ee7a Anchoring l\u00e0 3,411<\/strong>, trong khi Framing \u0111\u1ea1t 3,115<\/strong>, v\u1edbi m\u1ee9c \u00fd ngh\u0129a th\u1ed1ng k\u00ea r\u1ea5t cao.<\/p>\n

Tuy nhi\u00ean, k\u1ebft qu\u1ea3 n\u00e0y kh\u00f4ng \u0111\u1ed3ng ngh\u0129a Framing Effect kh\u00f4ng quan tr\u1ecdng. M\u1ee9c gi\u00e1 tham chi\u1ebfu \u0111\u1ea7u ti\u00ean kh\u00e1ch h\u00e0ng nh\u00ecn th\u1ea5y v\u1eabn c\u00f3 \u1ea3nh h\u01b0\u1edfng l\u1edbn h\u01a1n \u0111\u1ebfn c\u1ea3m gi\u00e1c \u201ch\u1eddi hay kh\u00f4ng h\u1eddi\u201d, c\u00f2n c\u00e1ch \u0111\u00f3ng khung th\u00f4ng \u0111i\u1ec7p s\u1ebd khu\u1ebfch \u0111\u1ea1i c\u1ea3m gi\u00e1c \u0111\u00f3. Framing kh\u00f4ng th\u1ec3 thay th\u1ebf cho m\u1ed9t m\u1ee9c gi\u00e1 neo h\u1ee3p l\u00fd.<\/p>\n

\u0110\u01b0a Framing Effect v\u00e0o website nh\u01b0 th\u1ebf n\u00e0o?<\/h2>\n

Nguy\u00ean t\u1eafc c\u01a1 b\u1ea3n l\u00e0 ch\u1ee7 \u0111\u1ed9ng nh\u1ea5n m\u1ea1nh kh\u00eda c\u1ea1nh ph\u00f9 h\u1ee3p v\u1edbi gi\u00e1 tr\u1ecb th\u1eadt c\u1ee7a s\u1ea3n ph\u1ea9m, thay v\u00ec \u0111\u1ec3 kh\u00e1ch h\u00e0ng t\u1ef1 \u0111\u00f3ng khung th\u00f4ng tin theo h\u01b0\u1edbng b\u1ea5t l\u1ee3i. Tr\u00ean website, b\u1ea1n c\u00f3 th\u1ec3 b\u1eaft \u0111\u1ea7u t\u1eeb c\u00e2u ch\u1eef b\u00e1n h\u00e0ng, qu\u00e1 tr\u00ecnh onboarding v\u00e0 c\u00e1ch gi\u1ea3i th\u00edch v\u1ec1 gi\u00e1.<\/p>\n

Chuy\u1ec3n t\u1eeb \u201c\u0111\u01b0\u1ee3c g\u00ec\u201d sang \u201cm\u1ea5t g\u00ec\u201d trong copywriting<\/h3>\n

Thay v\u00ec vi\u1ebft \u201cTi\u1ebft ki\u1ec7m 1.000 \u0111\u00f4 m\u1ed7i n\u0103m ti\u1ec1n \u0111i\u1ec7n\u201d, b\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ed5i th\u00e0nh \u201c\u0110\u1eebng \u0111\u1ec3 1.000 \u0111\u00f4 tr\u00f4i qua c\u1eeda s\u1ed5 m\u1ed7i n\u0103m v\u00ec r\u00f2 r\u1ec9 nhi\u1ec7t\u201d. C\u00f9ng m\u1ed9t s\u1ed1 ti\u1ec1n, nh\u01b0ng c\u1ea3m gi\u00e1c \u0111ang \u0111\u1ec3 m\u1ea5t ti\u1ec1n th\u01b0\u1eddng khi\u1ebfn ng\u01b0\u1eddi \u0111\u1ecdc mu\u1ed1n h\u00e0nh \u0111\u1ed9ng nhanh h\u01a1n c\u1ea3m gi\u00e1c s\u1eafp nh\u1eadn \u0111\u01b0\u1ee3c m\u1ed9t l\u1ee3i \u00edch.<\/p>\n

M\u1ed9t c\u00e1ch kh\u00e1c l\u00e0 m\u00f4 h\u00ecnh \u201cs\u1eed d\u1ee5ng ho\u1eb7c m\u1ea5t \u0111i\u201d. Nh\u1eefng d\u1ecbch v\u1ee5 c\u00f3 g\u00f3i quy\u1ec1n l\u1ee3i theo n\u0103m th\u01b0\u1eddng nh\u1eafc kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng h\u1ebft quy\u1ec1n l\u1ee3i tr\u01b0\u1edbc m\u1ed9t m\u1ed1c th\u1eddi gian, n\u1ebfu kh\u00f4ng ph\u1ea7n c\u00f2n l\u1ea1i s\u1ebd bi\u1ebfn m\u1ea5t m\u00e3i m\u00e3i. C\u00e1ch di\u1ec5n \u0111\u1ea1t n\u00e0y \u0111\u1eb7t s\u1ef1 m\u1ea5t m\u00e1t ngay tr\u01b0\u1edbc m\u1eaft, thay v\u00ec ch\u1ec9 n\u00f3i v\u1ec1 nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c.<\/p>\n

Bi\u1ebfn onboarding t\u1eeb nhi\u1ec7m v\u1ee5 th\u00e0nh ph\u1ea7n th\u01b0\u1edfng<\/h3>\n

Khi h\u01b0\u1edbng d\u1eabn ng\u01b0\u1eddi d\u00f9ng m\u1edbi, m\u1ed9t ti\u00eau \u0111\u1ec1 nh\u01b0 \u201cS\u1eed d\u1ee5ng c\u00f4ng c\u1ee5 qu\u1ea3n l\u00fd th\u1eddi gian c\u1ee7a ch\u00fang t\u00f4i\u201d d\u1ec5 t\u1ea1o c\u1ea3m gi\u00e1c \u0111\u00e2y l\u00e0 nhi\u1ec7m v\u1ee5 m\u00e0 h\u1ecd ph\u1ea3i l\u00e0m cho s\u1ea3n ph\u1ea9m. C\u00e1ch di\u1ec5n \u0111\u1ea1t \u201cTi\u1ebft ki\u1ec7m 30 ph\u00fat m\u1ed7i ng\u00e0y cho b\u1ea1n\u201d v\u1eabn n\u00f3i v\u1ec1 c\u00f9ng m\u1ed9t t\u00ednh n\u0103ng, nh\u01b0ng \u0111\u01b0a l\u1ee3i \u00edch tr\u1ef1c ti\u1ebfp c\u1ee7a ng\u01b0\u1eddi d\u00f9ng l\u00ean ph\u00eda tr\u01b0\u1edbc.<\/p>\n

M\u1ed9t b\u00ean y\u00eau c\u1ea7u h\u1ecd h\u1ecdc c\u00e1ch s\u1eed d\u1ee5ng th\u00eam m\u1ed9t c\u00f4ng c\u1ee5. B\u00ean c\u00f2n l\u1ea1i gi\u1ed1ng nh\u01b0 m\u1ed9t ph\u1ea7n th\u01b0\u1edfng \u0111ang ch\u1edd \u0111\u01b0\u1ee3c nh\u1eadn.<\/p>\n

\u0110\u00f3ng khung s\u1ef1 minh b\u1ea1ch khi gi\u1ea3i th\u00edch v\u1ec1 gi\u00e1<\/h3>\n

Khi c\u1ea7n t\u0103ng gi\u00e1 trong m\u00f9a cao \u0111i\u1ec3m, c\u00e1ch gi\u1ea3i th\u00edch s\u1ebd \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn vi\u1ec7c kh\u00e1ch h\u00e0ng c\u00f3 ch\u1ea5p nh\u1eadn hay kh\u00f4ng. N\u1ebfu b\u1ea1n vi\u1ebft \u201cch\u00fang t\u00f4i t\u00ednh th\u00eam ph\u1ee5 ph\u00ed v\u00ec \u0111\u00e2y l\u00e0 th\u00e1ng cao \u0111i\u1ec3m\u201d, kh\u00e1ch h\u00e0ng d\u1ec5 c\u1ea3m th\u1ea5y m\u00ecnh \u0111ang b\u1ecb l\u1ee3i d\u1ee5ng. Nh\u01b0ng khi th\u00f4ng b\u00e1o \u0111\u01b0\u1ee3c \u0111\u1ed5i th\u00e0nh \u201cch\u00fang t\u00f4i thu th\u00eam m\u1ed9t kho\u1ea3n ph\u1ee5 ph\u00ed nh\u1ecf \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o ph\u1ee5c v\u1ee5 b\u1ea1n t\u1ed1t nh\u1ea5t v\u00ec hi\u1ec7n \u0111ang ho\u1ea1t \u0111\u1ed9ng h\u1ebft c\u00f4ng su\u1ea5t\u201d, l\u00fd do c\u1ee7a m\u1ee9c ph\u00ed tr\u1edf n\u00ean r\u00f5 r\u00e0ng v\u00e0 d\u1ec5 ch\u1ea5p nh\u1eadn h\u01a1n.<\/p>\n

V\u1edbi nh\u1eefng m\u00f4 h\u00ecnh SaaS t\u00ednh ph\u00ed theo l\u01b0\u1ee3ng s\u1eed d\u1ee5ng c\u0169ng v\u1eady. Thay v\u00ec xem vi\u1ec7c n\u00e2ng c\u1ea5p l\u00e0 h\u00ecnh ph\u1ea1t v\u00ec d\u00f9ng v\u01b0\u1ee3t h\u1ea1n m\u1ee9c, th\u00f4ng b\u00e1o c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u00f3ng khung nh\u01b0 m\u1ed9t c\u1ed9t m\u1ed1c th\u00e0nh c\u00f4ng: \u201cL\u01b0\u1ee3ng truy c\u1eadp c\u1ee7a b\u1ea1n \u0111ang t\u0103ng tr\u01b0\u1edfng v\u01b0\u1ee3t b\u1eadc, h\u00e3y n\u00e2ng c\u1ea5p \u0111\u1ec3 m\u1edf r\u1ed9ng quy m\u00f4 kinh doanh\u201d.<\/p>\n

C\u00e1ch l\u00e0m n\u00e0y c\u00f2n \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 Success Framing<\/strong>. M\u1ed9t th\u00f4ng b\u00e1o t\u01b0\u1edfng nh\u01b0 ti\u00eau c\u1ef1c \u0111\u01b0\u1ee3c chuy\u1ec3n th\u00e0nh l\u1eddi ch\u00fac m\u1eebng, trong khi nhu c\u1ea7u n\u00e2ng c\u1ea5p g\u00f3i d\u1ecbch v\u1ee5 v\u1eabn kh\u00f4ng thay \u0111\u1ed5i.<\/p>\n

Ranh gi\u1edbi gi\u1eefa thuy\u1ebft ph\u1ee5c v\u00e0 thao t\u00fang<\/h2>\n

Framing Effect c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng l\u1edbn \u0111\u1ebfn c\u00e1ch con ng\u01b0\u1eddi l\u1ef1a ch\u1ecdn, v\u1eady n\u00ean n\u00f3 c\u0169ng c\u00f3 th\u1ec3 b\u1ecb s\u1eed d\u1ee5ng sai. N\u1ebfu c\u00e1ch \u0111\u00f3ng khung ch\u1ec9 l\u00e0m n\u1ed5i b\u1eadt gi\u00e1 tr\u1ecb th\u1eadt c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 gi\u00fap kh\u00e1ch h\u00e0ng nh\u00ecn r\u00f5 \u0111i\u1ec1u h\u1ecd \u0111ang c\u00e2n nh\u1eafc, \u0111\u00f3 l\u00e0 thuy\u1ebft ph\u1ee5c.<\/p>\n

Nh\u01b0ng n\u1ebfu th\u00f4ng \u0111i\u1ec7p b\u00f3p m\u00e9o s\u1ef1 th\u1eadt, t\u1ea1o ra m\u1ed9t n\u1ed7i s\u1ee3 kh\u00f4ng t\u1ed3n t\u1ea1i ho\u1eb7c gi\u1ea5u c\u00e1c \u0111i\u1ec1u kho\u1ea3n b\u1ea5t l\u1ee3i trong ph\u1ea7n ch\u1eef nh\u1ecf, n\u00f3 \u0111\u00e3 tr\u1edf th\u00e0nh thao t\u00fang. C\u00e1ch l\u00e0m n\u00e0y c\u00f3 th\u1ec3 mang l\u1ea1i chuy\u1ec3n \u0111\u1ed5i tr\u01b0\u1edbc m\u1eaft, nh\u01b0ng \u0111\u1ed3ng th\u1eddi ph\u00e1 h\u1ee7y l\u00f2ng tin c\u1ee7a kh\u00e1ch h\u00e0ng trong th\u1eddi gian d\u00e0i.<\/p>\n

C\u00f3 m\u1ed9t ph\u00e9p th\u1eed kh\u00e1 \u0111\u01a1n gi\u1ea3n: N\u1ebfu kh\u00e1ch h\u00e0ng bi\u1ebft to\u00e0n b\u1ed9 c\u00e1ch b\u1ea1n thi\u1ebft k\u1ebf th\u00f4ng \u0111i\u1ec7p ph\u00eda sau, h\u1ecd c\u00f3 t\u1ee9c gi\u1eadn v\u00e0 quay l\u01b0ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u hay kh\u00f4ng? N\u1ebfu c\u00e2u tr\u1ea3 l\u1eddi l\u00e0 kh\u00f4ng, v\u00e0 h\u1ecd v\u1eabn th\u1ea5y th\u00f4ng tin n\u00e0y h\u1eefu \u00edch, b\u1ea1n \u0111ang \u0111\u00f3ng khung \u0111\u00fang c\u00e1ch.<\/p>\n

Framing Effect nh\u1eafc ch\u00fang ta r\u1eb1ng n\u1ed9i dung t\u1ed1t th\u00f4i ch\u01b0a \u0111\u1ee7, c\u00e1ch n\u1ed9i dung \u0111\u01b0\u1ee3c k\u1ec3 c\u0169ng c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn h\u00e0nh vi. B\u1ea1n kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i thay \u0111\u1ed5i s\u1ea3n ph\u1ea9m hay gi\u1ea3m gi\u00e1 th\u00eam. \u0110\u00f4i khi, vi\u1ec7c \u0111\u1ed5i c\u00e1ch di\u1ec5n \u0111\u1ea1t tr\u00ean trang b\u00e1n h\u00e0ng ho\u1eb7c trong email \u0111\u00e3 c\u00f3 th\u1ec3 t\u1ea1o ra kh\u00e1c bi\u1ec7t.<\/p>\n

Tuy nhi\u00ean, Framing Effect ch\u1ec9 n\u00ean \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 khu\u1ebfch \u0111\u1ea1i gi\u00e1 tr\u1ecb c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m th\u1ef1c s\u1ef1 t\u1ed1t. M\u1ed9t m\u1ee9c gi\u00e1 neo h\u1ee3p l\u00fd, th\u00f4ng tin trung th\u1ef1c v\u00e0 l\u1ee3i \u00edch c\u00f3 th\u1eadt v\u1eabn l\u00e0 ph\u1ea7n n\u1ec1n t\u1ea3ng, b\u1edfi hi\u1ec7u \u1ee9ng t\u00e2m l\u00fd kh\u00f4ng ph\u1ea3i ph\u00e9p m\u00e0u \u0111\u1ec3 thay th\u1ebf nh\u1eefng \u0111i\u1ec1u \u0111\u00f3.<\/p>\n

N\u1ebfu \u0111ang c\u00f3 m\u1ed9t landing page hay trang s\u1ea3n ph\u1ea9m, b\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ecdc l\u1ea1i ti\u00eau \u0111\u1ec1 v\u00e0 ph\u1ea7n m\u00f4 t\u1ea3 gi\u00e1 th\u00eam m\u1ed9t l\u1ea7n n\u1eefa. B\u1ea1n \u0111ang \u0111\u00f3ng khung ch\u00fang theo h\u01b0\u1edbng n\u00e0o?<\/p>\n","protected":false},"excerpt":{"rendered":"

C\u00f9ng m\u1ed9t s\u1ea3n ph\u1ea9m, c\u00f9ng m\u1ed9t t\u1ef7 l\u1ec7 ch\u1ea5t b\u00e9o, nh\u01b0ng ch\u1ec9 c\u1ea7n \u0111\u1ed5i c\u00e1ch di\u1ec5n \u0111\u1ea1t l\u00e0 l\u1ef1a ch\u1ecdn c\u1ee7a ch\u00fang ta c\u0169ng c\u00f3 th\u1ec3 thay \u0111\u1ed5i theo. Tr\u01b0\u1edbc m\u1eb7t b\u1ea1n c\u00f3 2 h\u1ed9p th\u1ef1c ph\u1ea9m gi\u1ed1ng h\u1ec7t nhau v\u1ec1 th\u00e0nh ph\u1ea7n. M\u1ed9t h\u1ed9p ghi \u201c65% kh\u00f4ng ch\u1ea5t b\u00e9o\u201d, h\u1ed9p c\u00f2n l\u1ea1i ghi \u201c35% […]<\/p>\n","protected":false},"author":1,"featured_media":4597,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,36],"tags":[53],"class_list":["post-4044","post","type-post","status-publish","format-standard","has-post-thumbnail","category-cro","category-tam-ly-hoc-chuyen-doi","tag-tam-ly-hoc-nguoi-tieu-dung"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4044","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=4044"}],"version-history":[{"count":6,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4044\/revisions"}],"predecessor-version":[{"id":4750,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4044\/revisions\/4750"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media\/4597"}],"wp:attachment":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media?parent=4044"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/categories?post=4044"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/tags?post=4044"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}