B\u1ea1n \u0111\u00e3 bao gi\u1edd \u0111\u1ee9ng tr\u01b0\u1edbc k\u1ec7 h\u00e0ng, t\u1ef1 nh\u1ee7 l\u00e0 h\u00f4m nay s\u1ebd ch\u1ecdn m\u00f3n r\u1ebb h\u01a1n \u0111\u1ec3 ti\u1ebft ki\u1ec7m, nh\u01b0ng cu\u1ed1i c\u00f9ng l\u1ea1i x\u00e1ch v\u1ec1 nh\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m \u0111\u1eaft h\u01a1n h\u1eb3n ch\u01b0a?<\/p>\n
M\u00ecnh th\u00ec c\u00f3, v\u00e0 kh\u00f4ng bi\u1ebft bao nhi\u00eau l\u1ea7n lu\u00f4n. R\u00f5 r\u00e0ng ban \u0111\u1ea7u \u0111\u00e3 t\u00ednh r\u1ea5t k\u1ef9 r\u1ed3i, nh\u01b0ng \u0111\u1ebfn l\u00fac ch\u1ecdn th\u00ec m\u1ecdi th\u1ee9 l\u1ea1i \u0111i theo m\u1ed9t h\u01b0\u1edbng kh\u00e1c.<\/p>\n
L\u00e0m Content v\u00e0 vi\u1ebft qu\u1ea3ng c\u00e1o nhi\u1ec1u n\u0103m, m\u00ecnh c\u00e0ng nh\u1eadn ra m\u1ed9t \u0111i\u1ec1u l\u00e0 ng\u01b0\u1eddi mua h\u00e0ng hi\u1ebfm khi quy\u1ebft \u0111\u1ecbnh b\u1eb1ng l\u00fd tr\u00ed thu\u1ea7n t\u00fay<\/strong> nh\u01b0 h\u1ecd v\u1eabn ngh\u0129. H\u1ecd l\u1ef1a ch\u1ecdn tr\u01b0\u1edbc, sau \u0111\u00f3 m\u1edbi t\u00ecm nh\u1eefng l\u00fd do h\u1ee3p l\u00fd \u0111\u1ec3 gi\u1ea3i th\u00edch cho l\u1ef1a ch\u1ecdn c\u1ee7a m\u00ecnh.<\/p><\/blockquote>\n
Nghe h\u01a1i kh\u00f3 tin \u0111\u00fang kh\u00f4ng?<\/em><\/p>\n
Nh\u01b0ng \u0111\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t nh\u1eadn \u0111\u1ecbnh c\u1ea3m t\u00ednh \u0111\u00e2u nh\u00e9. C\u00e1c nghi\u00ean c\u1ee9u khoa h\u1ecdc th\u1ea7n kinh \u0111\u00e3 ch\u1ec9 ra \u0111i\u1ec1u n\u00e0y kh\u00e1 r\u00f5. H\u1ecd s\u1eed d\u1ee5ng m\u00e1y qu\u00e9t fMRI<\/strong> \u0111\u1ec3 nh\u00ecn v\u00e0o n\u00e3o b\u1ed9 ngay l\u00fac con ng\u01b0\u1eddi c\u00e2n nh\u1eafc mua h\u00e0ng.<\/p>\n
Trong b\u00e0i vi\u1ebft n\u00e0y, m\u00ecnh s\u1ebd \u0111i t\u1eeb l\u00fac n\u00e3o b\u1ed9 nh\u00ecn th\u1ea5y s\u1ea3n ph\u1ea9m \u0111\u1ebfn khi gi\u00e1 ti\u1ec1n xu\u1ea5t hi\u1ec7n. Sau \u0111\u00f3 l\u00e0 c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u, c\u1ea3m x\u00fac v\u00e0 c\u1ea3 bao b\u00ec c\u00f9ng t\u00e1c \u0111\u1ed9ng v\u00e0o quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a b\u1ea1n.<\/p>\n
\nN\u00e3o b\u1ed9 \u0111\u00e3 th\u00edch s\u1ea3n ph\u1ea9m tr\u01b0\u1edbc khi b\u1ea1n k\u1ecbp suy ngh\u0129<\/h2>\n
N\u0103m 2007, m\u1ed9t nh\u00f3m nghi\u00ean c\u1ee9u g\u1ed3m Knutson, Rick, Wimmer, Prelec v\u00e0 George Loewenstein \u0111\u00e3 c\u00f4ng b\u1ed1 tr\u00ean t\u1ea1p ch\u00ed Neuron<\/em> m\u1ed9t th\u00ed nghi\u1ec7m c\u00f3 t\u00ean SHOP (Save Holdings Or Purchase)<\/strong>. M\u1ee5c ti\u00eau c\u1ee7a h\u1ecd l\u00e0 xem h\u00ecnh \u1ea3nh n\u00e3o b\u1ed9 c\u00f3 th\u1ec3 d\u1ef1 \u0111o\u00e1n \u0111\u01b0\u1ee3c h\u00e0nh vi mua s\u1eafm th\u1ef1c t\u1ebf hay kh\u00f4ng.<\/p>\n
C\u00e1ch th\u1ef1c hi\u1ec7n c\u1ee7a h\u1ecd c\u0169ng kh\u00e1 th\u00fa v\u1ecb.<\/p>\n
C\u00f3 26 ng\u01b0\u1eddi tham gia<\/strong> \u0111\u01b0\u1ee3c c\u1ea5p m\u1ed9t kho\u1ea3n ng\u00e2n s\u00e1ch th\u1ef1c l\u00e0 20 \u0111\u00f4<\/strong>. Sau \u0111\u00f3 m\u1ed7i s\u1ea3n ph\u1ea9m s\u1ebd tr\u1ea3i qua m\u1ed9t chu k\u1ef3 12 gi\u00e2y<\/strong> trong m\u00e1y qu\u00e9t fMRI.<\/p>\n
Chu k\u1ef3 n\u00e0y \u0111\u01b0\u1ee3c chia th\u00e0nh 3 giai \u0111o\u1ea1n<\/strong>, m\u1ed7i giai \u0111o\u1ea1n k\u00e9o d\u00e0i 4 gi\u00e2y<\/strong>. \u0110\u1ea7u ti\u00ean l\u00e0 nh\u00ecn s\u1ea3n ph\u1ea9m, ti\u1ebfp theo h\u1ecd s\u1ebd th\u1ea5y m\u1ee9c gi\u00e1 \u0111\u00e3 chi\u1ebft kh\u1ea5u 75%<\/strong>, v\u00e0 cu\u1ed1i c\u00f9ng l\u00e0 b\u1ea5m n\u00fat \u201cC\u00f3\u201d ho\u1eb7c \u201cKh\u00f4ng\u201d mua.<\/p>\n
\u0110i\u1ec3m \u0111\u00e1ng ch\u00fa \u00fd l\u1ea1i n\u1eb1m ngay \u1edf 4 gi\u00e2y \u0111\u1ea7u ti\u00ean<\/strong>.<\/p>\n
Tr\u01b0\u1edbc khi gi\u00e1 ti\u1ec1n k\u1ecbp xu\u1ea5t hi\u1ec7n, v\u00f9ng NAcc<\/strong> \u0111\u00e3 b\u1eaft \u0111\u1ea7u ho\u1ea1t \u0111\u1ed9ng. \u0110\u00e2y l\u00e0 trung t\u00e2m x\u1eed l\u00fd ph\u1ea7n th\u01b0\u1edfng c\u1ee7a n\u00e3o<\/strong>, v\u00e0 m\u1ee9c \u0111\u1ed9 k\u00edch ho\u1ea1t c\u1ee7a n\u00f3 t\u01b0\u01a1ng quan tr\u1ef1c ti\u1ebfp v\u1edbi vi\u1ec7c ng\u01b0\u1eddi \u0111\u00f3 c\u00f3 th\u00edch s\u1ea3n ph\u1ea9m hay kh\u00f4ng.<\/p>\n
N\u00f3i \u0111\u01a1n gi\u1ea3n l\u00e0 n\u00e3o b\u1ed9 \u0111\u00e3 t\u1ef1 ch\u1ea5m \u0111i\u1ec3m m\u00f3n \u0111\u1ed3 g\u1ea7n nh\u01b0 ngay l\u1eadp t\u1ee9c<\/strong>. L\u00fac n\u00e0y ph\u1ea7n l\u00fd tr\u00ed c\u00f2n ch\u01b0a k\u1ecbp t\u00ednh xem gi\u00e1 bao nhi\u00eau, c\u00f3 th\u1eadt s\u1ef1 c\u1ea7n thi\u1ebft hay kh\u00f4ng n\u1eefa.<\/p><\/blockquote>\n
Gi\u00e1 ti\u1ec1n k\u00edch ho\u1ea1t \u201cn\u1ed7i \u0111au\u201d th\u1eadt s\u1ef1 trong n\u00e3o b\u1ed9<\/h2>\n
C\u00e2u chuy\u1ec7n ch\u01b0a d\u1eebng l\u1ea1i \u1edf \u0111\u00f3. Khi b\u01b0\u1edbc sang giai \u0111o\u1ea1n th\u1ee9 2 c\u1ee7a th\u00ed nghi\u1ec7m SHOP v\u00e0 m\u1ee9c gi\u00e1 \u0111\u01b0\u1ee3c hi\u1ec3n th\u1ecb, m\u1ed9t v\u00f9ng n\u00e3o kh\u00e1c l\u1ea1i b\u1eaft \u0111\u1ea7u l\u00ean ti\u1ebfng.<\/p>\n
N\u1ebfu \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ea3m th\u1ea5y m\u1ee9c gi\u00e1 qu\u00e1 \u0111\u1eaft, v\u00f9ng Insula<\/strong> s\u1ebd \u0111\u01b0\u1ee3c k\u00edch ho\u1ea1t, c\u00f2n v\u00f9ng MPFC<\/strong> l\u1ea1i b\u1ecb t\u1eaft \u0111i. Insula th\u01b0\u1eddng li\u00ean quan \u0111\u1ebfn c\u1ea3m gi\u00e1c kh\u00f3 ch\u1ecbu, gh\u00ea s\u1ee3. C\u1ea3m gi\u00e1c \u201c\u0111\u1eaft qu\u00e1\u201d v\u00ec th\u1ebf kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t ph\u00e9p t\u00ednh trong \u0111\u1ea7u, n\u00f3 \u0111\u01b0\u1ee3c n\u00e3o b\u1ed9 x\u1eed l\u00fd g\u1ea7n gi\u1ed1ng nh\u01b0 m\u1ed9t d\u1ea1ng kh\u00f3 ch\u1ecbu th\u1eadt s\u1ef1<\/strong>.<\/p>\n
V\u00e0 \u0111\u00e2y l\u00e0 ph\u1ea7n khi\u1ebfn c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u b\u1ea5t ng\u1edd nh\u1ea5t.<\/p>\n
Ch\u1ec9 b\u1eb1ng nh\u1eefng t\u00edn hi\u1ec7u th\u1ea7n kinh \u1edf 2 giai \u0111o\u1ea1n tr\u00ean, h\u1ecd \u0111\u00e3 d\u1ef1 \u0111o\u00e1n ch\u00ednh x\u00e1c \u0111\u01b0\u1ee3c h\u00e0nh vi mua h\u00e0ng th\u1ef1c t\u1ebf<\/strong> c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng. K\u1ebft qu\u1ea3 n\u00e0y c\u00f3 tr\u01b0\u1edbc c\u1ea3 khi ng\u01b0\u1eddi \u0111\u00f3 b\u1ea5m n\u00fat quy\u1ebft \u0111\u1ecbnh.<\/p>\n
\u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng ph\u1ea7n l\u1edbn \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ed1t trong n\u00e3o b\u1ed9<\/strong>, c\u00f2n \u00fd th\u1ee9c c\u1ee7a b\u1ea1n ch\u1ec9 l\u00ean ti\u1ebfng sau \u0111\u00f3 th\u00f4i.<\/p><\/blockquote>\n
\nTh\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 ghi \u0111\u00e8 l\u00ean v\u1ecb gi\u00e1c th\u1eadt c\u1ee7a b\u1ea1n<\/h2>\n
Th\u00ed nghi\u1ec7m SHOP cho th\u1ea5y n\u00e3o b\u1ed9 ph\u1ea3n \u1ee9ng r\u1ea5t nhanh v\u1edbi s\u1ea3n ph\u1ea9m v\u00e0 gi\u00e1. Nh\u01b0ng m\u1ed9t th\u00ed nghi\u1ec7m kinh \u0111i\u1ec3n kh\u00e1c l\u1ea1i ch\u1ec9 ra r\u1eb1ng nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 ghi \u0111\u00e8 l\u00ean c\u1ea3m gi\u00e1c sinh h\u1ecdc thu\u1ea7n t\u00fay.<\/p>\n
\u0110\u00f3 l\u00e0 th\u00ed nghi\u1ec7m \u201cPepsi Challenge\u201d<\/strong> do gi\u00e1o s\u01b0 Read Montague th\u1ef1c hi\u1ec7n b\u1eb1ng m\u00e1y qu\u00e9t fMRI. \u00d4ng cho c\u00e1c t\u00ecnh nguy\u1ec7n vi\u00ean u\u1ed1ng th\u1eed Pepsi v\u00e0 Coca-Cola trong 2 \u0111i\u1ec1u ki\u1ec7n kh\u00e1c nhau.<\/p>\n
Khi th\u1eed m\u00f9<\/strong> v\u00e0 kh\u00f4ng bi\u1ebft m\u00ecnh \u0111ang u\u1ed1ng nh\u00e3n hi\u1ec7u n\u00e0o, \u0111a s\u1ed1 ng\u01b0\u1eddi tham gia th\u00edch h\u01b0\u01a1ng v\u1ecb Pepsi h\u01a1n<\/strong>. L\u00fac n\u00e0y v\u00f9ng h\u1ec7 th\u1ed1ng limbic<\/strong>, t\u1ee9c ph\u1ea7n n\u00e3o gi\u1eefa x\u1eed l\u00fd c\u1ea3m x\u00fac b\u1ea3n n\u0103ng v\u00e0 h\u01b0\u01a1ng v\u1ecb, ho\u1ea1t \u0111\u1ed9ng m\u1ea1nh m\u1ebd.<\/p>\n
Nh\u01b0ng khi \u0111\u01b0\u1ee3c cho bi\u1ebft nh\u00e3n hi\u1ec7u<\/strong>, ph\u1ea7n l\u1edbn l\u1ea1i quay sang ch\u1ecdn Coca-Cola<\/strong>. \u1ede l\u1ea7n qu\u00e9t n\u00e0y, v\u00f9ng v\u1ecf n\u00e3o tr\u01b0\u1edbc tr\u00e1n v\u00e0 vmPFC<\/strong> li\u00ean quan \u0111\u1ebfn tr\u00ed nh\u1edb d\u00e0i h\u1ea1n, s\u1ef1 ch\u00fa \u00fd v\u00e0 nh\u1eadn th\u1ee9c x\u00e3 h\u1ed9i l\u1eadp t\u1ee9c s\u00e1ng l\u00ean.<\/p>\n
V\u00ed d\u1ee5 d\u1ec5 hi\u1ec3u l\u00e0 v\u1ecb gi\u00e1c c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3 th\u1eadt s\u1ef1 th\u00edch m\u1ed9t h\u01b0\u01a1ng v\u1ecb kh\u00e1c. Nh\u01b0ng nh\u1eefng g\u00ec b\u1ea1n bi\u1ebft v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i \u0111\u1ee7 s\u1ee9c thay \u0111\u1ed5i l\u1ef1a ch\u1ecdn cu\u1ed1i c\u00f9ng<\/strong>. T\u00edn hi\u1ec7u v\u0103n h\u00f3a v\u00e0 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u trong nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p c\u00f2n m\u1ea1nh h\u01a1n c\u1ea3 ph\u1ea3n \u1ee9ng c\u1ea3m gi\u00e1c sinh h\u1ecdc.<\/p><\/blockquote>\n
K\u1ef3 v\u1ecdng v\u1ec1 gi\u00e1 \u0111\u1ecbnh h\u00ecnh l\u1ea1i ch\u00ednh tr\u1ea3i nghi\u1ec7m c\u1ee7a b\u1ea1n<\/h2>\n
Th\u01b0\u01a1ng hi\u1ec7u l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3 th\u00ec gi\u00e1 c\u1ea3 c\u0169ng v\u1eady, th\u1eadm ch\u00ed n\u00f3 c\u00f2n di\u1ec5n ra tinh vi h\u01a1n.<\/p>\n
Trong m\u1ed9t nghi\u00ean c\u1ee9u c\u1ee7a Plassmann v\u00e0 c\u1ed9ng s\u1ef1, c\u00e1c t\u00ecnh nguy\u1ec7n vi\u00ean \u0111\u01b0\u1ee3c cho u\u1ed1ng c\u00f9ng m\u1ed9t lo\u1ea1i r\u01b0\u1ee3u vang \u0111\u1ecf<\/strong>, nh\u01b0ng \u0111\u01b0\u1ee3c g\u1eafn 2 m\u1ee9c gi\u00e1 kh\u00e1c nhau. M\u1ed9t chai \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u l\u00e0 5 \u0111\u00f4<\/strong>, c\u00f2n chai kia l\u00e0 45 \u0111\u00f4<\/strong> v\u00e0 to\u00e0n b\u1ed9 qu\u00e1 tr\u00ecnh \u0111\u1ec1u \u0111\u01b0\u1ee3c theo d\u00f5i qua fMRI.<\/p>\n
K\u1ebft qu\u1ea3 cho th\u1ea5y khi tin r\u1eb1ng m\u00ecnh \u0111ang u\u1ed1ng chai r\u01b0\u1ee3u \u0111\u1eaft ti\u1ec1n h\u01a1n, v\u00f9ng v\u1ecf n\u00e3o qu\u1ef9 \u0111\u1ea1o m\u1eaft (orbitofrontal cortex)<\/strong> ho\u1ea1t \u0111\u1ed9ng m\u1ea1nh m\u1ebd h\u01a1n r\u00f5 r\u1ec7t. \u0110\u00e2y l\u00e0 trung t\u00e2m x\u1eed l\u00fd ph\u1ea7n th\u01b0\u1edfng v\u00e0 kho\u00e1i c\u1ea3m c\u1ee7a n\u00e3o b\u1ed9.<\/p>\n
C\u00f3 ngh\u0129a l\u00e0 k\u1ef3 v\u1ecdng v\u1ec1 gi\u00e1 kh\u00f4ng ch\u1ec9 thay \u0111\u1ed5i suy ngh\u0129 h\u1eddi h\u1ee3t b\u00ean ngo\u00e0i c\u1ee7a b\u1ea1n<\/strong>. N\u00f3 th\u1ef1c s\u1ef1 t\u00e1i c\u1ea5u tr\u00fac tr\u1ea3i nghi\u1ec7m v\u1eadt l\u00fd v\u00e0 m\u1ee9c \u0111\u1ed9 th\u1ecfa m\u00e3n<\/strong> m\u00e0 n\u00e3o b\u1ed9 c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c. Trong khi ch\u1ea5t l\u1ecfng \u1edf trong ly ho\u00e0n to\u00e0n kh\u00f4ng thay \u0111\u1ed5i.<\/p><\/blockquote>\n
\nC\u1ea3m x\u00fac l\u00fac \u0111\u00f3 c\u0169ng quy\u1ebft \u0111\u1ecbnh b\u1ea1n mua g\u00ec<\/h2>\n
Ngo\u00e0i s\u1ea3n ph\u1ea9m, gi\u00e1 c\u1ea3 v\u00e0 th\u01b0\u01a1ng hi\u1ec7u th\u00ec c\u00f2n m\u1ed9t y\u1ebfu t\u1ed1 kh\u00e1c \u00e2m th\u1ea7m t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng. \u0110\u00f3 l\u00e0 tr\u1ea1ng th\u00e1i c\u1ea3m x\u00fac c\u1ee7a b\u1ea1n ngay t\u1ea1i th\u1eddi \u0111i\u1ec3m \u0111\u00f3.<\/p>\n
Nghi\u00ean c\u1ee9u c\u1ee7a Jennifer Lerner v\u00e0 c\u1ed9ng s\u1ef1 \u0111\u00e3 ph\u00e2n t\u00edch c\u00e1ch c\u00e1c c\u1ea3m x\u00fac r\u1eddi r\u1ea1c, c\u1ee5 th\u1ec3 t\u00e1c \u0111\u1ed9ng l\u00ean h\u00e0nh vi kinh t\u1ebf. C\u00f3 3 tr\u1ea1ng th\u00e1i \u0111\u00e1ng ch\u00fa \u00fd nh\u1ea5t:<\/p>\n
\n
- N\u1ed7i bu\u1ed3n (sadness):<\/strong> N\u1ed7i bu\u1ed3n k\u00edch ho\u1ea1t c\u1ea3m gi\u00e1c m\u1ea5t m\u00e1t. \u0110\u1ec3 b\u00f9 \u0111\u1eafp, n\u00e3o b\u1ed9 s\u1ebd th\u00fac \u0111\u1ea9y h\u00e0nh vi t\u00ecm ki\u1ebfm ph\u1ea7n th\u01b0\u1edfng nhanh. N\u00f3 khi\u1ebfn ng\u01b0\u1eddi ta thi\u1ebfu ki\u00ean nh\u1eabn v\u00e0 s\u1eb5n s\u00e0ng chi nhi\u1ec1u ti\u1ec1n h\u01a1n<\/strong> \u0111\u1ec3 mua s\u1eafm ngay l\u1eadp t\u1ee9c. \u0110\u00e2y ch\u00ednh l\u00e0 g\u1ed1c r\u1ec5 c\u1ee7a hi\u1ec7n t\u01b0\u1ee3ng \u201cretail therapy\u201d m\u00e0 nhi\u1ec1u ng\u01b0\u1eddi v\u1eabn nh\u1eafc \u0111\u1ebfn.<\/li>\n
- S\u1ef1 lo \u00e2u (anxiety):<\/strong> Tr\u1ea1ng th\u00e1i n\u00e0y khi\u1ebfn con ng\u01b0\u1eddi \u0111\u00e1nh gi\u00e1 r\u1ee7i ro cao h\u01a1n b\u00ecnh th\u01b0\u1eddng<\/strong>. V\u00ec v\u1eady, h\u1ecd th\u01b0\u1eddng \u0111\u01b0a ra nh\u1eefng l\u1ef1a ch\u1ecdn th\u1eadn tr\u1ecdng, an to\u00e0n v\u00e0 c\u00f3 xu h\u01b0\u1edbng n\u00e9 tr\u00e1nh s\u1ef1 thay \u0111\u1ed5i.<\/li>\n
- S\u1ef1 kinh t\u1edfm (disgust):<\/strong> C\u1ea3m x\u00fac n\u00e0y k\u00edch ho\u1ea1t xu h\u01b0\u1edbng \u0111\u00e0o th\u1ea3i<\/strong>. N\u00f3 th\u00fac \u0111\u1ea9y ng\u01b0\u1eddi ta mu\u1ed1n b\u00e1n \u0111i th\u1ee9 \u0111ang c\u00f3 ho\u1eb7c chuy\u1ec3n h\u1eb3n sang m\u1ed9t l\u1ef1a ch\u1ecdn ho\u00e0n to\u00e0n m\u1edbi.<\/li>\n<\/ul>\n
Nh\u00ecn l\u1ea1i b\u1ea1n s\u1ebd th\u1ea5y c\u00f9ng m\u1ed9t s\u1ea3n ph\u1ea9m, c\u00f9ng m\u1ed9t m\u1ee9c gi\u00e1 nh\u01b0ng quy\u1ebft \u0111\u1ecbnh l\u1ea1i ch\u01b0a ch\u1eafc gi\u1ed1ng nhau<\/strong>. Khi \u0111ang bu\u1ed3n, \u0111ang lo l\u1eafng hay \u0111ang kh\u00f3 ch\u1ecbu th\u00ec b\u1ea1n c\u00f3 th\u1ec3 \u0111\u01b0a ra 3 l\u1ef1a ch\u1ecdn ho\u00e0n to\u00e0n kh\u00e1c.<\/p><\/blockquote>\n
Bao b\u00ec c\u0169ng \u0111ang n\u00f3i chuy\u1ec7n v\u1edbi n\u00e3o b\u1ed9 v\u00f4 th\u1ee9c<\/h2>\n
Kh\u00f4ng ch\u1ec9 s\u1ea3n ph\u1ea9m, gi\u00e1 c\u1ea3 hay c\u1ea3m x\u00fac, ngay c\u1ea3 bao b\u00ec c\u0169ng t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp l\u00ean n\u00e3o b\u1ed9 m\u00e0 b\u1ea1n kh\u00f4ng h\u1ec1 nh\u1eadn ra.<\/p>\n
Frito-Lay l\u00e0 m\u1ed9t c\u00f4ng ty \u0111\u1ed3 \u0103n nh\u1eb9 n\u1ed5i ti\u1ebfng.<\/p>\n
H\u1ecd t\u1eebng thu\u00ea c\u00e1c \u0111\u01a1n v\u1ecb nghi\u00ean c\u1ee9u th\u1ea7n kinh s\u1eed d\u1ee5ng fMRI \u0111\u1ec3 ki\u1ec3m tra ph\u1ea3n \u1ee9ng c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi bao b\u00ec khoai t\u00e2y chi\u00ean.<\/p>\n
K\u1ebft qu\u1ea3 cho th\u1ea5y nh\u1eefng bao b\u00ec c\u00f3 m\u00e0u s\u1eafc m\u1edd (matte)<\/strong> v\u00e0 in h\u00ecnh khoai t\u00e2y chi\u00ean t\u1ef1 nhi\u00ean kh\u00f4ng k\u00edch ho\u1ea1t v\u00f9ng n\u00e3o li\u00ean quan \u0111\u1ebfn c\u1ea3m gi\u00e1c t\u1ed9i l\u1ed7i (guilt)<\/strong>. Trong khi nh\u1eefng bao b\u00ec b\u00f3ng lo\u00e1ng truy\u1ec1n th\u1ed1ng v\u1eabn l\u00e0m v\u00f9ng n\u00e0y ph\u1ea3n \u1ee9ng.<\/p>\n
Nh\u1edd ph\u00e1t hi\u1ec7n n\u00e0y, Frito-Lay \u0111\u00e3 c\u1ea3i t\u1ed5 to\u00e0n b\u1ed9 thi\u1ebft k\u1ebf bao b\u00ec sang ch\u1ea5t li\u1ec7u m\u1edd. V\u00e0 doanh s\u1ed1 b\u00e1n h\u00e0ng c\u1ee7a h\u1ecd \u0111\u00e3 t\u0103ng v\u01b0\u1ee3t b\u1eadc sau \u0111\u00f3<\/strong>.<\/p><\/blockquote>\n
\nV\u00ec sao c\u00e1c t\u1ed5 ch\u1ee9c l\u1edbn \u0111\u1ea7u t\u01b0 v\u00e0o vi\u1ec7c \u0111\u1ecdc n\u00e3o ng\u01b0\u1eddi ti\u00eau d\u00f9ng?<\/h2>\n
\u0110\u1ebfn \u0111\u00e2y c\u00f3 l\u1ebd b\u1ea1n c\u0169ng s\u1ebd th\u1eafc m\u1eafc neuromarketing ch\u1ec9 l\u00e0 m\u1ed9t xu h\u01b0\u1edbng nh\u1ea5t th\u1eddi c\u1ee7a v\u00e0i c\u00f4ng ty, hay n\u00f3 \u0111\u00e3 \u0111\u01b0\u1ee3c nh\u00ecn nh\u1eadn nghi\u00eam t\u00fac \u1edf quy m\u00f4 l\u1edbn h\u01a1n?<\/p>\n
C\u00e2u tr\u1ea3 l\u1eddi n\u1eb1m \u1edf 2 d\u1ef1 \u00e1n c\u1ea5p qu\u1ed1c gia v\u00e0 li\u00ean minh qu\u1ed1c t\u1ebf.<\/p>\n
T\u1ea1i ch\u00e2u \u00c2u c\u00f3 d\u1ef1 \u00e1n SmokeFreeBrain<\/strong> thu\u1ed9c ch\u01b0\u01a1ng tr\u00ecnh Horizon 2020<\/strong> c\u1ee7a Li\u00ean minh Ch\u00e2u \u00c2u. D\u1ef1 \u00e1n \u0111\u00e3 s\u1eed d\u1ee5ng c\u00e1c ch\u1ec9 s\u1ed1 sinh tr\u1eafc h\u1ecdc v\u00e0 \u0111i\u1ec7n n\u00e3o \u0111\u1ed3 (EEG)<\/strong> \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 ph\u1ea3n \u1ee9ng th\u1ef1c t\u1ebf c\u1ee7a n\u00e3o b\u1ed9 tr\u01b0\u1edbc bi\u1ec3n c\u1ea3nh b\u00e1o v\u00e0 h\u00ecnh \u1ea3nh r\u0103n \u0111e tr\u00ean bao b\u00ec thu\u1ed1c l\u00e1.<\/p>\n
Nh\u1edd \u0111\u00f3, c\u00e1c nh\u00e0 ho\u1ea1ch \u0111\u1ecbnh ch\u00ednh s\u00e1ch c\u00f3 th\u1ec3 thi\u1ebft k\u1ebf nh\u1eefng chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng y t\u1ebf c\u00f4ng c\u1ed9ng hi\u1ec7u qu\u1ea3 h\u01a1n. N\u00f3 t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp v\u00e0o v\u00f9ng ph\u00f2ng v\u1ec7 v\u00f4 th\u1ee9c c\u1ee7a ng\u01b0\u1eddi h\u00fat thu\u1ed1c, thay v\u00ec ch\u1ec9 d\u1ef1a v\u00e0o nh\u1eefng kh\u1ea3o s\u00e1t t\u1ef1 b\u00e1o c\u00e1o v\u1ed1n r\u1ea5t d\u1ec5 sai l\u1ec7ch.<\/p>\n
T\u1ea1i M\u1ef9, S\u00e1ng ki\u1ebfn BRAIN<\/strong> \u0111\u01b0\u1ee3c kh\u1edfi x\u01b0\u1edbng ng\u00e0y 2 th\u00e1ng 4 n\u0103m 2013<\/strong> d\u01b0\u1edbi th\u1eddi T\u1ed5ng th\u1ed1ng Barack Obama. \u0110\u00e2y l\u00e0 m\u1ed9t d\u1ef1 \u00e1n h\u1ee3p t\u00e1c c\u00f4ng t\u01b0 tr\u1ecb gi\u00e1 h\u00e0ng t\u1ef7 \u0111\u00f4<\/strong>. M\u1ee5c ti\u00eau ban \u0111\u1ea7u c\u1ee7a n\u00f3 l\u00e0 y h\u1ecdc, h\u01b0\u1edbng \u0111\u1ebfn \u0111i\u1ec1u tr\u1ecb Alzheimer, Parkinson v\u00e0 tr\u1ea7m c\u1ea3m.<\/p>\n
Tuy nhi\u00ean, d\u1ef1 \u00e1n n\u00e0y c\u00f2n t\u1ea1o ra nh\u1eefng d\u1eef li\u1ec7u n\u1ec1n t\u1ea3ng v\u00e0 c\u00f4ng c\u1ee5 \u0111o l\u01b0\u1eddng c\u00f3 \u0111\u1ed9 ph\u00e2n gi\u1ea3i cao. Ch\u00ednh nh\u1eefng th\u1ee9 \u0111\u00f3 \u0111\u00e3 tr\u1ef1c ti\u1ebfp th\u00fac \u0111\u1ea9y s\u1ef1 ho\u00e0n thi\u1ec7n c\u1ee7a c\u00e1c m\u00f4 h\u00ecnh kinh t\u1ebf h\u1ecdc th\u1ea7n kinh (neuroeconomics), trong \u0111\u00f3 c\u00f3 c\u1ea3 neuromarketing th\u01b0\u01a1ng m\u1ea1i hi\u1ec7n \u0111\u1ea1i.<\/p>\n
M\u1ed9t ch\u00ednh ph\u1ee7 v\u00e0 c\u1ea3 m\u1ed9t li\u00ean minh c\u00e1c qu\u1ed1c gia \u0111\u1ec1u \u0111ang \u0111\u1ea7u t\u01b0 nghi\u00eam t\u00fac \u0111\u1ec3 t\u00ecm hi\u1ec3u n\u00e3o b\u1ed9. H\u1ecd mu\u1ed1n bi\u1ebft n\u00f3 ph\u1ea3n \u1ee9ng v\u1edbi h\u00ecnh \u1ea3nh, th\u00f4ng \u0111i\u1ec7p v\u00e0 t\u00edn hi\u1ec7u ra sao. V\u1eady th\u00ec \u0111\u00e2y kh\u00f4ng c\u00f2n l\u00e0 c\u00e2u chuy\u1ec7n c\u1ee7a ri\u00eang ng\u00e0nh Marketing n\u1eefa<\/strong>.<\/p><\/blockquote>\n
\nL\u1eddi k\u1ebft<\/h2>\n
Nh\u00ecn l\u1ea1i to\u00e0n b\u1ed9 qu\u00e1 tr\u00ecnh t\u1eeb l\u00fac m\u1eaft b\u1ea1n nh\u00ecn th\u1ea5y s\u1ea3n ph\u1ea9m cho \u0111\u1ebfn khi tay b\u1ea5m n\u00fat mua.<\/p>\n
Ph\u1ea7n l\u1edbn m\u1ecdi th\u1ee9 di\u1ec5n ra g\u1ea7n nh\u01b0 t\u1ef1 \u0111\u1ed9ng, \u1edf nh\u1eefng v\u00f9ng n\u00e3o m\u00e0 b\u1ea1n kh\u00f4ng ki\u1ec3m so\u00e1t \u0111\u01b0\u1ee3c b\u1eb1ng \u00fd ch\u00ed.<\/p>\n
N\u00e3o b\u1ed9 ch\u1ea5m \u0111i\u1ec3m m\u1ee9c \u0111\u1ed9 y\u00eau th\u00edch ch\u1ec9 trong v\u00e0i gi\u00e2y \u0111\u1ea7u ti\u00ean.<\/strong><\/p>\n
Gi\u00e1 c\u1ea3 \u0111\u01b0\u1ee3c x\u1eed l\u00fd g\u1ea7n gi\u1ed1ng m\u1ed9t c\u1ea3m gi\u00e1c kh\u00f3 ch\u1ecbu v\u1eadt l\u00fd.<\/strong><\/p>\n
Th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 ghi \u0111\u00e8 l\u00ean v\u1ecb gi\u00e1c th\u1eadt v\u00e0 k\u1ef3 v\u1ecdng v\u1ec1 gi\u00e1 l\u00e0m thay \u0111\u1ed5i c\u1ea3 tr\u1ea3i nghi\u1ec7m. C\u00f2n c\u1ea3m x\u00fac l\u00fac \u0111\u00f3 l\u1ea1i \u00e2m th\u1ea7m ch\u1ecdn cho b\u1ea1n m\u1ed9t h\u01b0\u1edbng \u0111i.<\/p>\n
Th\u1eadm ch\u00ed m\u1ed9t chi ti\u1ebft nh\u1ecf nh\u01b0 ch\u1ea5t li\u1ec7u bao b\u00ec c\u0169ng c\u00f3 th\u1ec3 ch\u1ea1m \u0111\u1ebfn v\u00f9ng n\u00e3o v\u00f4 th\u1ee9c c\u1ee7a ng\u01b0\u1eddi mua.<\/p>\n
L\u00e0 m\u1ed9t ng\u01b0\u1eddi l\u00e0m Content v\u00e0 vi\u1ebft qu\u1ea3ng c\u00e1o, m\u00ecnh \u0111\u1ecdc nh\u1eefng nghi\u00ean c\u1ee9u n\u00e0y v\u00e0 nh\u1eadn ra m\u1ed9t \u0111i\u1ec1u. Vi\u1ebft \u0111\u1ec3 thuy\u1ebft ph\u1ee5c kh\u00f4ng ch\u1ec9 l\u00e0 vi\u1ec7c x\u1ebfp l\u00fd l\u1ebd sao cho ch\u1eb7t ch\u1ebd.<\/strong> Ng\u01b0\u1eddi \u0111\u1ecdc hay kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n ph\u1ea7n l\u1edbn \u0111\u00e3 quy\u1ebft \u0111\u1ecbnh t\u1eeb r\u1ea5t s\u1edbm, b\u1eb1ng nh\u1eefng v\u00f9ng n\u00e3o m\u00e0 l\u00fd tr\u00ed ch\u1ec9 ch\u1ea1y theo sau \u0111\u1ec3 gi\u1ea3i th\u00edch.<\/p><\/blockquote>\n
Hi\u1ec3u \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y kh\u00f4ng ph\u1ea3i \u0111\u1ec3 thao t\u00fang b\u1ea5t k\u1ef3 ai c\u1ea3.<\/em><\/p>\n
V\u1edbi m\u00ecnh, n\u00f3 gi\u00fap m\u00ecnh vi\u1ebft v\u00e0 l\u00e0m s\u1ea3n ph\u1ea9m t\u1eed t\u1ebf h\u01a1n, \u0111\u00fang v\u1edbi c\u00e1ch con ng\u01b0\u1eddi th\u1eadt s\u1ef1 v\u1eadn h\u00e0nh b\u00ean trong<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"
B\u1ea1n \u0111\u00e3 bao gi\u1edd \u0111\u1ee9ng tr\u01b0\u1edbc k\u1ec7 h\u00e0ng, t\u1ef1 nh\u1ee7 l\u00e0 h\u00f4m nay s\u1ebd ch\u1ecdn m\u00f3n r\u1ebb h\u01a1n \u0111\u1ec3 ti\u1ebft ki\u1ec7m, nh\u01b0ng cu\u1ed1i c\u00f9ng l\u1ea1i x\u00e1ch v\u1ec1 nh\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m \u0111\u1eaft h\u01a1n h\u1eb3n ch\u01b0a? M\u00ecnh th\u00ec c\u00f3, v\u00e0 kh\u00f4ng bi\u1ebft bao nhi\u00eau l\u1ea7n lu\u00f4n. R\u00f5 r\u00e0ng ban \u0111\u1ea7u \u0111\u00e3 t\u00ednh r\u1ea5t k\u1ef9 r\u1ed3i, nh\u01b0ng […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[37],"class_list":["post-4151","post","type-post","status-publish","format-standard","category-cro","tag-neuromarketing"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4151","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=4151"}],"version-history":[{"count":9,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4151\/revisions"}],"predecessor-version":[{"id":4186,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4151\/revisions\/4186"}],"wp:attachment":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media?parent=4151"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/categories?post=4151"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/tags?post=4151"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}