{"id":4206,"date":"2026-08-10T10:07:11","date_gmt":"2026-08-10T10:07:11","guid":{"rendered":"https:\/\/vbaseup.com\/kien-thuc\/?p=4206"},"modified":"2026-11-03T03:53:58","modified_gmt":"2026-11-03T03:53:58","slug":"defiance-arousing","status":"publish","type":"post","link":"https:\/\/vbaseup.com\/kien-thuc\/defiance-arousing\/","title":{"rendered":"K\u00edch th\u00edch s\u1ef1 ch\u1ed1ng \u0111\u1ed1i (Defiance Arousing): V\u00ec sao c\u00e0ng \u00e9p, kh\u00e1ch h\u00e0ng c\u00e0ng kh\u00f4ng mu\u1ed1n mua?"},"content":{"rendered":"

Khi m\u1ed9t th\u00f4ng \u0111i\u1ec7p c\u1ed1 th\u00fac kh\u00e1ch h\u00e0ng h\u00e0nh \u0111\u1ed9ng, \u0111\u00f4i khi h\u1ecd l\u1ea1i mu\u1ed1n l\u00e0m \u0111i\u1ec1u ng\u01b0\u1ee3c l\u1ea1i. Defiance Arousing l\u00fd gi\u1ea3i v\u00ec sao m\u1ed9t l\u1eddi k\u00eau g\u1ecdi mua h\u00e0ng c\u00f3 th\u1ec3 v\u00f4 t\u00ecnh tr\u1edf th\u00e0nh l\u00fd do \u0111\u1ec3 ng\u01b0\u1eddi d\u00f9ng n\u00f3i \u201ckh\u00f4ng\u201d.<\/p><\/blockquote>\n

\u0110\u00e3 bao gi\u1edd b\u1ea1n nh\u1eadn m\u1ed9t email \u201cCh\u1ec9 c\u00f2n 2 gi\u1edd \u0111\u1ec3 ch\u1ed1t \u0111\u01a1n!\u201d, nh\u01b0ng thay v\u00ec v\u1ed9i v\u00e0ng b\u1ea5m mua, b\u1ea1n l\u1ea1i\u2026 \u0111\u00f3ng tab v\u00ec th\u1ea5y m\u00ecnh \u0111ang b\u1ecb d\u1ed3n \u00e9p? Ho\u1eb7c khi \u0111\u1ecdc c\u00e2u \u201c\u0110\u1eebng b\u1ecf l\u1ee1, ai c\u0169ng \u0111ang mua\u201d, b\u1ea1n b\u1ed7ng ch\u1eb3ng c\u00f2n h\u1ee9ng th\u00fa v\u00e0 th\u1eadm ch\u00ed mu\u1ed1n l\u00e0m \u0111i\u1ec1u ng\u01b0\u1ee3c l\u1ea1i cho b\u00f5 gh\u00e9t.<\/p>\n

Kh\u00f4ng ph\u1ea3i v\u00ec kh\u00e1ch h\u00e0ng kh\u00f3 t\u00ednh hay v\u00f4 l\u00fd. Khi m\u1ed9t th\u00f4ng \u0111i\u1ec7p \u0111\u1ee5ng \u0111\u1ebfn c\u00e1ch h\u1ecd nh\u00ecn nh\u1eadn b\u1ea3n th\u00e2n v\u00e0 khi\u1ebfn h\u1ecd c\u1ea3m th\u1ea5y quy\u1ec1n l\u1ef1a ch\u1ecdn \u0111ang b\u1ecb l\u1ea5y \u0111i, b\u1ed9 n\u00e3o s\u1ebd t\u1ef1 \u0111\u1ed9ng t\u00ecm c\u00e1ch b\u1ea3o v\u1ec7 b\u1ea3n s\u1eafc c\u00e1 nh\u00e2n v\u00e0 quy\u1ec1n t\u1ef1 quy\u1ebft. V\u1eady n\u00ean, m\u1ed9t l\u1eddi thuy\u1ebft ph\u1ee5c qu\u00e1 m\u1ea1nh c\u00f3 th\u1ec3 \u0111\u1ea9y kh\u00e1ch h\u00e0ng ra xa.<\/p>\n

Hi\u1ec7n t\u01b0\u1ee3ng ph\u1ea3n t\u00e1c d\u1ee5ng t\u00e2m l\u00fd n\u00e0y \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 Defiance Arousing (k\u00edch th\u00edch s\u1ef1 th\u00e1ch th\u1ee9c)<\/strong>.<\/p>\n

Defiance Arousing l\u00e0 g\u00ec?<\/h2>\n

Defiance Arousing l\u00e0 hi\u1ec7n t\u01b0\u1ee3ng ph\u1ea3n t\u00e1c d\u1ee5ng t\u00e2m l\u00fd (psychological backfire<\/em>), x\u1ea3y ra khi m\u1ed9t th\u00f4ng \u0111i\u1ec7p thuy\u1ebft ph\u1ee5c ho\u1eb7c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng kh\u00f4ng \u0111\u1ed3ng nh\u1ea5t v\u1edbi b\u1ea3n s\u1eafc c\u00e1 nh\u00e2n (self-identity<\/em>), khi\u1ebfn ng\u01b0\u1eddi nh\u1eadn c\u00f3 xu h\u01b0\u1edbng ch\u1ed1ng \u0111\u1ed1i v\u00e0 ch\u1ecdn h\u00e0nh vi ng\u01b0\u1ee3c l\u1ea1i \u0111\u1ec3 b\u1ea3o v\u1ec7 c\u00e1ch m\u00ecnh nh\u00ecn nh\u1eadn b\u1ea3n th\u00e2n.<\/p>\n

Kh\u00e1i ni\u1ec7m n\u00e0y \u0111\u01b0\u1ee3c ch\u00ednh th\u1ee9c h\u00f3a trong m\u1ed9t nghi\u00ean c\u1ee9u chung gi\u1eefa Ti\u1ebfn s\u0129 Brian Cugelman t\u1ea1i AlterSpark v\u00e0 Ti\u1ebfn s\u0129 Agnis Stibe t\u1ea1i MIT Media Lab, v\u1edbi c\u00f4ng tr\u00ecnh \u0111i s\u00e2u v\u00e0o c\u00e1c hi\u1ec7n t\u01b0\u1ee3ng \u201cph\u1ea3n t\u00e1c d\u1ee5ng t\u00e2m l\u00fd\u201d, m\u1ed9t ch\u1ee7 \u0111\u1ec1 v\u1ed1n th\u01b0\u1eddng b\u1ecb n\u00e9 tr\u00e1nh ho\u1eb7c xem l\u00e0 \u0111i\u1ec1u c\u1ea5m k\u1ef5 trong ng\u00e0nh marketing. C\u00e1c t\u00e0i li\u1ec7u ti\u1ebfp th\u1ecb th\u01b0\u1eddng n\u00f3i nhi\u1ec1u v\u1ec1 nh\u1eefng chi\u1ebfn d\u1ecbch th\u00e0nh c\u00f4ng, trong khi c\u00e1c ph\u1ea3n \u1ee9ng ng\u01b0\u1ee3c l\u1ea1i d\u1ec5 b\u1ecb b\u1ecf qua. B\u1edfi ch\u1eb3ng m\u1ea5y ai mu\u1ed1n th\u1eeba nh\u1eadn m\u1ed9t th\u00f4ng \u0111i\u1ec7p \u0111\u01b0\u1ee3c t\u1ea1o ra \u0111\u1ec3 thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng l\u1ea1i tr\u1edf th\u00e0nh nguy\u00ean nh\u00e2n khi\u1ebfn h\u1ecd quay l\u01b0ng.<\/p>\n

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\"Ma
Ma tr\u1eadn c\u1ee7a Stibe v\u00e0 Cugelman \u0111\u1eb7t Defiance Arousing trong nh\u00f3m ph\u1ea3n \u1ee9ng t\u00ednh c\u00e1ch. Ngu\u1ed3n \u1ea3nh: Behavioral Design Academy \/ AlterSpark<\/figcaption><\/figure><\/figure>\n

V\u00ec sao m\u1ed9t th\u00f4ng \u0111i\u1ec7p thuy\u1ebft ph\u1ee5c l\u1ea1i khi\u1ebfn ng\u01b0\u1eddi ta ph\u1ea3n kh\u00e1ng?<\/h2>\n

Defiance Arousing kh\u00f4ng xu\u1ea5t hi\u1ec7n t\u1eeb m\u1ed9t nguy\u00ean nh\u00e2n \u0111\u01a1n l\u1ebb. Ph\u1ea3n \u1ee9ng n\u00e0y th\u01b0\u1eddng l\u00e0 s\u1ef1 c\u1ed9ng h\u01b0\u1edfng c\u1ee7a ba y\u1ebfu t\u1ed1 t\u00e2m l\u00fd c\u1ed1t l\u00f5i c\u00f3 li\u00ean quan \u0111\u1ebfn b\u1ea3n s\u1eafc, quy\u1ec1n t\u1ef1 ch\u1ee7 v\u00e0 nh\u1eefng ni\u1ec1m tin \u0111\u00e3 t\u1ed3n t\u1ea1i t\u1eeb tr\u01b0\u1edbc trong m\u1ed7i ch\u00fang ta.<\/p>\n

B\u1ea3n s\u1eafc c\u00e1 nh\u00e2n b\u1ecb \u0111\u1ee5ng ch\u1ea1m<\/h3>\n

Con ng\u01b0\u1eddi c\u00f3 xu h\u01b0\u1edbng h\u00e0nh \u0111\u1ed9ng nh\u1ea5t qu\u00e1n v\u1edbi c\u00e1ch m\u00ecnh nh\u00ecn nh\u1eadn b\u1ea3n th\u00e2n, \u0111i\u1ec1u m\u00e0 c\u00e1c nh\u00e0 t\u00e2m l\u00fd h\u1ecdc g\u1ecdi l\u00e0 thi\u00ean ki\u1ebfn nh\u1ea5t qu\u00e1n. Khi m\u1ed9t th\u00f4ng \u0111i\u1ec7p ti\u1ebfp th\u1ecb c\u1ed1 \u00e1p \u0111\u1eb7t h\u00e0nh vi ho\u1eb7c \u0111\u01b0a ra ph\u00e1n x\u00e9t m\u00e2u thu\u1eabn tr\u1ef1c ti\u1ebfp v\u1edbi danh t\u00ednh v\u00e0 ni\u1ec1m tin c\u1ed1t l\u00f5i, b\u1ed9 n\u00e3o s\u1ebd t\u1ef1 \u0111\u1ed9ng k\u00edch ho\u1ea1t c\u01a1 ch\u1ebf ph\u00f2ng v\u1ec7. B\u1ea5t k\u1ec3 th\u00f4ng \u0111i\u1ec7p c\u00f3 \u0111\u00fang \u0111\u1eafn \u0111\u1ebfn \u0111\u00e2u, ng\u01b0\u1eddi nh\u1eadn v\u1eabn c\u00f3 th\u1ec3 b\u00e1c b\u1ecf l\u1eddi \u0111\u1ec1 ngh\u1ecb \u0111\u1ec3 b\u1ea3o v\u1ec7 b\u1ea3n s\u1eafc c\u1ee7a m\u00ecnh.<\/p>\n

Quy\u1ec1n t\u1ef1 ch\u1ee7 b\u1ecb \u0111e d\u1ecda<\/h3>\n

Theo Thuy\u1ebft t\u1ef1 quy\u1ebft (Self-Determination Theory<\/em>), t\u1ef1 ch\u1ee7 l\u00e0 m\u1ed9t trong ba nhu c\u1ea7u t\u00e2m l\u00fd c\u01a1 b\u1ea3n v\u00e0 ph\u1ed5 bi\u1ebfn nh\u1ea5t c\u1ee7a con ng\u01b0\u1eddi. Ch\u00fang ta mu\u1ed1n c\u1ea3m th\u1ea5y m\u00ecnh c\u00f3 quy\u1ec1n l\u1ef1a ch\u1ecdn v\u00e0 ki\u1ec3m so\u00e1t h\u00e0nh vi c\u1ee7a ch\u00ednh m\u00ecnh. Khi m\u1ed9t th\u00f4ng \u0111i\u1ec7p khi\u1ebfn ng\u01b0\u1eddi nh\u1eadn c\u1ea3m th\u1ea5y b\u1ecb \u00e9p bu\u1ed9c, b\u1ecb \u00e9p gi\u00e1 ho\u1eb7c b\u1ecb t\u01b0\u1edbc \u0111i quy\u1ec1n l\u1ef1a ch\u1ecdn, h\u1ecd s\u1ebd c\u00f3 xu h\u01b0\u1edbng l\u00e0m ng\u01b0\u1ee3c l\u1ea1i, kh\u00f4ng ph\u1ea3i v\u00ec h\u1ecd kh\u00f4ng mu\u1ed1n s\u1ea3n ph\u1ea9m, m\u00e0 v\u00ec h\u1ecd mu\u1ed1n t\u00e1i kh\u1eb3ng \u0111\u1ecbnh quy\u1ec1n ki\u1ec3m so\u00e1t h\u00e0nh vi c\u1ee7a ch\u00ednh m\u00ecnh.<\/p>\n

\n

\"S\u01a1
Autonomy l\u00e0 m\u1ed9t trong ba nhu c\u1ea7u t\u00e2m l\u00fd c\u01a1 b\u1ea3n c\u1ee7a Thuy\u1ebft t\u1ef1 quy\u1ebft. Ngu\u1ed3n \u1ea3nh: The Decision Lab<\/figcaption><\/figure><\/figure>\n

B\u1ea5t \u0111\u1ed3ng nh\u1eadn th\u1ee9c<\/h3>\n

Khi m\u1ed9t th\u00f4ng \u0111i\u1ec7p t\u1ea1o ra m\u00e2u thu\u1eabn l\u1edbn v\u1edbi ni\u1ec1m tin s\u1eb5n c\u00f3, ng\u01b0\u1eddi nh\u1eadn s\u1ebd c\u1ea3m th\u1ea5y kh\u00f3 ch\u1ecbu. \u0110\u00e2y ch\u00ednh l\u00e0 b\u1ea5t \u0111\u1ed3ng nh\u1eadn th\u1ee9c (cognitive dissonance<\/em>). \u0110\u1ec3 gi\u1ea3i t\u1ecfa s\u1ef1 kh\u00f3 ch\u1ecbu n\u00e0y, b\u1ed9 n\u00e3o c\u00f3 th\u1ec3 b\u00e1c b\u1ecf th\u00f4ng \u0111i\u1ec7p, h\u1ea1 th\u1ea5p uy t\u00edn c\u1ee7a ng\u01b0\u1eddi truy\u1ec1n \u0111\u1ea1t ho\u1eb7c t\u00ecm th\u00eam l\u00fd do \u0111\u1ec3 c\u1ee7ng c\u1ed1 h\u00e0nh vi c\u0169. V\u00ec v\u1eady, vi\u1ec7c c\u1ed1 thuy\u1ebft ph\u1ee5c qu\u00e1 tay \u0111\u00f4i khi kh\u00f4ng l\u00e0m m\u1ed9t ng\u01b0\u1eddi thay \u0111\u1ed5i, m\u00e0 c\u00f2n khi\u1ebfn h\u1ecd tin ch\u1eafc h\u01a1n v\u00e0o l\u1ef1a ch\u1ecdn ban \u0111\u1ea7u.<\/p>\n

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\"S\u01a1
Con ng\u01b0\u1eddi c\u00f3 th\u1ec3 gi\u1ea3m b\u1ea5t \u0111\u1ed3ng nh\u1eadn th\u1ee9c b\u1eb1ng c\u00e1ch \u0111\u1ed5i h\u00e0nh vi ho\u1eb7c ph\u1ee7 nh\u1eadn ni\u1ec1m tin g\u00e2y m\u00e2u thu\u1eabn. Ngu\u1ed3n \u1ea3nh: OpenStax, Rice University<\/figcaption><\/figure><\/figure>\n

Khi ph\u1ea3n t\u00e1c d\u1ee5ng x\u1ea3y ra ngo\u00e0i \u0111\u1eddi th\u1eadt<\/h2>\n

V\u00ec th\u1ea5t b\u1ea1i th\u01b0\u1eddng \u00edt \u0111\u01b0\u1ee3c \u0111\u01b0a v\u00e0o c\u00e1c t\u00e0i li\u1ec7u ti\u1ebfp th\u1ecb, nh\u1eefng case study v\u1ec1 Defiance Arousing kh\u00f4ng xu\u1ea5t hi\u1ec7n nhi\u1ec1u nh\u01b0 c\u00e1c chi\u1ebfn d\u1ecbch th\u00e0nh c\u00f4ng. Tuy nhi\u00ean, m\u1ed9t v\u00e0i tr\u01b0\u1eddng h\u1ee3p v\u1eabn cho th\u1ea5y con ng\u01b0\u1eddi c\u00f3 th\u1ec3 ph\u1ea3n kh\u00e1ng m\u1ea1nh \u0111\u1ebfn m\u1ee9c n\u00e0o khi b\u1ea3n s\u1eafc v\u00e0 quy\u1ec1n t\u1ef1 ch\u1ee7 b\u1ecb \u0111e d\u1ecda.<\/p>\n

Chi\u1ebfn d\u1ecbch s\u00e0ng l\u1ecdc nicotine \u1edf gi\u1edbi tr\u1ebb:<\/strong> Nhi\u1ec1u t\u1ed5 ch\u1ee9c t\u1eebng th\u1ef1c hi\u1ec7n c\u00e1c \u0111\u1ee3t ki\u1ec3m tra, s\u00e0ng l\u1ecdc nicotine \u0111\u1ecbnh k\u1ef3 trong tr\u01b0\u1eddng h\u1ecdc v\u1edbi m\u1ee5c ti\u00eau r\u0103n \u0111e v\u00e0 gi\u1ea3m t\u1ef7 l\u1ec7 h\u00fat thu\u1ed1c \u1edf tu\u1ed5i v\u1ecb th\u00e0nh ni\u00ean. Th\u1ebf nh\u01b0ng thay v\u00ec s\u1ee3 h\u00e3i v\u00e0 t\u1eeb b\u1ecf, c\u00e1c thanh thi\u1ebfu ni\u00ean l\u1ea1i bi\u1ebfn cu\u1ed9c s\u00e0ng l\u1ecdc th\u00e0nh tr\u00f2 ch\u01a1i th\u00e1ch th\u1ee9c b\u1ea3n s\u1eafc c\u00e1 nh\u00e2n. H\u1ecd th\u1eadm ch\u00ed thi \u0111ua xem ai h\u00fat \u0111\u01b0\u1ee3c nhi\u1ec1u thu\u1ed1c l\u00e1 h\u01a1n.<\/p>\n

Tr\u00e0o l\u01b0u th\u1eddi trang \u201cHeroin Chic\u201d trong th\u1eadp ni\u00ean 1990:<\/strong> Tr\u00e0o l\u01b0u n\u00e0y xu\u1ea5t hi\u1ec7n nh\u01b0 m\u1ed9t ph\u1ea3n \u1ee9ng n\u1ed5i lo\u1ea1n ch\u1ed1ng l\u1ea1i nh\u1eefng chu\u1ea9n m\u1ef1c v\u1ebb \u0111\u1eb9p truy\u1ec1n th\u1ed1ng, v\u1edbi h\u00ecnh \u1ea3nh ng\u01b0\u1eddi m\u1eabu nh\u1ee3t nh\u1ea1t, h\u1ed1c h\u00e1c, qu\u1ea7ng th\u00e2m m\u1eaft v\u00e0 c\u1ea5u tr\u00fac x\u01b0\u01a1ng g\u00f3c c\u1ea1nh. \u0110\u00e1ng l\u1ebd v\u1ebb ngo\u00e0i ti\u1ec1u t\u1ee5y ph\u1ea3i \u0111\u00f3ng vai tr\u00f2 nh\u01b0 m\u1ed9t c\u1ea3nh b\u00e1o tr\u1ef1c quan v\u1ec1 t\u00e1c h\u1ea1i t\u00e0n ph\u00e1 c\u1ee7a ma t\u00fay. Nh\u01b0ng khi gi\u1edbi tr\u1ebb \u0111\u1ed3ng nh\u1ea5t b\u1ea3n s\u1eafc c\u1ee7a m\u00ecnh v\u1edbi h\u00ecnh m\u1eabu n\u00e0y, s\u1ef1 \u201cnghi\u1ec7n ng\u1eadp\u201d \u0111\u00e1ng s\u1ee3 l\u1ea1i b\u1ecb bi\u1ebfn th\u00e0nh m\u1ed9t bi\u1ec3u t\u01b0\u1ee3ng g\u1ee3i c\u1ea3m v\u00e0 \u0111\u00e1ng khao kh\u00e1t.<\/p>\n

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\"Ng\u01b0\u1eddi
\u1ea2nh th\u1eddi trang c\u1ee7a Davide Sorrenti cho Detour n\u0103m 1996, g\u1eafn v\u1edbi th\u1ea9m m\u1ef9 \u201cheroin chic\u201d. Ngu\u1ed3n \u1ea3nh: Davide Sorrenti\/The Guardian<\/figcaption><\/figure><\/figure>\n

C\u1ea3nh b\u00e1o h\u00ecnh \u1ea3nh gh\u00ea r\u1ee3n tr\u00ean bao b\u00ec thu\u1ed1c l\u00e1:<\/strong> In nh\u1eefng h\u00ecnh \u1ea3nh tr\u1ef1c quan v\u1ec1 t\u00e1c h\u1ea1i c\u1ee7a thu\u1ed1c l\u00e1 l\u00ean v\u1ecf bao l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c \u0111e d\u1ecda (fear appeal) kh\u00e1 ph\u1ed5 bi\u1ebfn. Tuy nhi\u00ean, v\u1edbi nh\u1eefng ng\u01b0\u1eddi h\u00fat thu\u1ed1c \u0111ang thi\u1ebfu t\u1ef1 tin v\u00e0o kh\u1ea3 n\u0103ng cai thu\u1ed1c c\u1ee7a ch\u00ednh m\u00ecnh, c\u1ea3nh b\u00e1o \u0111\u00e1ng s\u1ee3 kh\u00f4ng khi\u1ebfn h\u1ecd t\u1eeb b\u1ecf. H\u1ecd ch\u1ecdn c\u00e1ch ph\u1ee7 nh\u1eadn ho\u00e0n to\u00e0n th\u00f4ng \u0111i\u1ec7p b\u1eb1ng nh\u1eefng suy ngh\u0129 nh\u01b0 \u201cT\u00f4i s\u1ebd kh\u00f4ng ch\u1ebft \u0111\u00e2u\u201d hay \u201cAi r\u1ed3i c\u0169ng ph\u1ea3i ch\u1ebft\u201d, t\u1eeb \u0111\u00f3 ti\u1ebfp t\u1ee5c b\u1ea3o v\u1ec7 th\u00f3i quen v\u00e0 b\u1ea3n s\u1eafc hi\u1ec7n t\u1ea1i.<\/p>\n

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\"Nhi\u1ec1u
C\u00e1c m\u1eabu bao thu\u1ed1c l\u00e1 s\u1eed d\u1ee5ng c\u1ea3nh b\u00e1o s\u1ee9c kh\u1ecfe b\u1eb1ng h\u00ecnh \u1ea3nh g\u00e2y s\u1ed1c. Ngu\u1ed3n \u1ea3nh: Scanpix\/SVT Nyheter<\/figcaption><\/figure><\/figure>\n

\u0110i\u1ec3m chung c\u1ee7a c\u1ea3 ba tr\u01b0\u1eddng h\u1ee3p l\u00e0 th\u00f4ng \u0111i\u1ec7p qu\u00e1 m\u1ea1nh nh\u01b0ng thi\u1ebfu t\u00f4n tr\u1ecdng b\u1ea3n s\u1eafc v\u00e0 quy\u1ec1n t\u1ef1 ch\u1ee7 c\u1ee7a ng\u01b0\u1eddi nh\u1eadn c\u00f3 th\u1ec3 khi\u1ebfn ph\u1ea3n \u1ee9ng ng\u01b0\u1ee3c l\u1ea1i tr\u1edf n\u00ean d\u1eef d\u1ed9i h\u01a1n.<\/p>\n

L\u00e0m sao \u0111\u1ec3 website v\u00e0 chi\u1ebfn d\u1ecbch marketing kh\u00f4ng r\u01a1i v\u00e0o b\u1eaby n\u00e0y?<\/h2>\n

N\u1ebfu b\u1ea1n \u0111ang m\u1edbi l\u00e0m quen v\u1edbi marketing hay t\u1ed1i \u01b0u website (CRO), tin vui l\u00e0 Defiance Arousing ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ki\u1ec3m so\u00e1t n\u1ebfu b\u1ea1n n\u1eafm r\u00f5 v\u00e0i nguy\u00ean t\u1eafc sau.<\/p>\n

Trao quy\u1ec1n l\u1ef1a ch\u1ecdn b\u1eb1ng k\u1ef9 thu\u1eadt BYAF<\/h3>\n

BYAF l\u00e0 vi\u1ebft t\u1eaft c\u1ee7a \u201cBut You Are Free\u201d<\/em> (nh\u01b0ng b\u1ea1n ho\u00e0n to\u00e0n t\u1ef1 do l\u1ef1a ch\u1ecdn). K\u1ef9 thu\u1eadt n\u00e0y \u0111\u00e3 \u0111\u01b0\u1ee3c ki\u1ec3m ch\u1ee9ng qua h\u00e0ng ch\u1ee5c nghi\u00ean c\u1ee9u v\u00e0 cho th\u1ea5y kh\u1ea3 n\u0103ng nh\u00e2n \u0111\u00f4i t\u1ef7 l\u1ec7 thuy\u1ebft ph\u1ee5c<\/strong>.<\/p>\n

T\u00ecm hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 hi\u1ec7u \u1ee9ng But You Are Free<\/em><\/a><\/p><\/blockquote>\n

\n

\"Bi\u1ec3u
So s\u00e1nh t\u1ef7 l\u1ec7 \u0111\u1ed3ng thu\u1eadn gi\u1eefa l\u1eddi y\u00eau c\u1ea7u tr\u1ef1c ti\u1ebfp v\u00e0 l\u1eddi \u0111\u1ec1 ngh\u1ecb nh\u1eafc l\u1ea1i quy\u1ec1n t\u1eeb ch\u1ed1i. Ngu\u1ed3n \u1ea3nh: SoBrief<\/figcaption><\/figure><\/figure>\n

B\u1ea1n v\u1eabn \u0111\u01b0a ra l\u1eddi \u0111\u1ec1 ngh\u1ecb \u0111\u0103ng k\u00fd ho\u1eb7c mua h\u00e0ng, nh\u01b0ng \u0111\u1ed3ng th\u1eddi kh\u1eb3ng \u0111\u1ecbnh ng\u01b0\u1eddi d\u00f9ng c\u00f3 quy\u1ec1n t\u1eeb ch\u1ed1i. B\u1ea1n c\u00f3 th\u1ec3 th\u00eam nh\u1eefng c\u00e2u nh\u01b0 \u201cb\u1ea1n ho\u00e0n to\u00e0n c\u00f3 quy\u1ec1n t\u1eeb ch\u1ed1i\u201d ho\u1eb7c hi\u1ec3n th\u1ecb r\u00f5 th\u00f4ng tin \u201ch\u1ee7y b\u1ea5t k\u1ef3 l\u00fac n\u00e0o\u201d \u0111\u1ec3 h\u1ecd bi\u1ebft r\u1eb1ng m\u00ecnh v\u1eabn c\u00f3 quy\u1ec1n l\u1ef1a ch\u1ecdn.<\/p>\n

Khi quy\u1ec1n t\u1ef1 do \u0111\u01b0\u1ee3c nh\u1eafc l\u1ea1i r\u00f5 r\u00e0ng, n\u00e3o b\u1ed9 kh\u00f4ng c\u00f2n c\u1ea3m th\u1ea5y b\u1ecb d\u1ed3n \u00e9p nh\u01b0 tr\u01b0\u1edbc. Ph\u1ea3n \u1ee9ng t\u1ef1 v\u1ec7 bi\u1ebfn m\u1ea5t v\u00e0 ng\u01b0\u1eddi d\u00f9ng c\u0169ng s\u1eb5n s\u00e0ng \u0111\u1ed3ng thu\u1eadn h\u01a1n.<\/p>\n

\u0110\u1eebng kh\u01a1i s\u1ee3 h\u00e3i m\u00e0 kh\u00f4ng \u0111\u01b0a ra l\u1ed1i tho\u00e1t<\/h3>\n

Th\u00f4ng \u0111i\u1ec7p nh\u1ea5n m\u1ea1nh r\u1ee7i ro ho\u1eb7c t\u1ed5n th\u1ea5t (loss aversion) th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 th\u00fac \u0111\u1ea9y h\u00e0nh \u0111\u1ed9ng. Ch\u1eb3ng h\u1ea1n: \u201cM\u1ed7i ng\u00e0y h\u1ec7 th\u1ed1ng c\u1ee7a b\u1ea1n v\u1eadn h\u00e0nh k\u00e9m hi\u1ec7u qu\u1ea3 l\u00e0 b\u1ea1n \u0111ang \u0111\u1ed1t ti\u1ec1n\u201d.<\/p>\n

Tuy nhi\u00ean, m\u1ed9t c\u1ea3nh b\u00e1o ch\u1ec9 g\u00e2y s\u1ee3 h\u00e3i m\u00e0 kh\u00f4ng ch\u1ec9 ra ng\u01b0\u1eddi d\u00f9ng c\u1ea7n l\u00e0m g\u00ec ti\u1ebfp theo c\u00f3 th\u1ec3 khi\u1ebfn h\u1ecd t\u00ea li\u1ec7t ho\u1eb7c ph\u1ea3n kh\u00e1ng tr\u1ef1c ti\u1ebfp. N\u1ebfu s\u1eed d\u1ee5ng c\u00e1ch n\u00e0y, b\u1ea1n b\u1eaft bu\u1ed9c ph\u1ea3i \u0111\u1eb7t ngay b\u00ean c\u1ea1nh m\u1ed9t gi\u1ea3i ph\u00e1p r\u00f5 r\u00e0ng, \u0111\u00e1ng tin c\u1eady v\u00e0 m\u1ed9t n\u00fat k\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng (CTA) n\u1ed5i b\u1eadt.<\/p>\n

Bi\u1ebfn tr\u01b0\u1eddng b\u1eaft bu\u1ed9c th\u00e0nh tr\u01b0\u1eddng t\u00f9y ch\u1ecdn<\/h3>\n

M\u1ed9t nghi\u00ean c\u1ee9u th\u1ef1c t\u1ebf t\u1ea1i chu\u1ed7i kh\u00e1ch s\u1ea1n Van Der Valk cho th\u1ea5y ch\u1ec9 b\u1eb1ng c\u00e1ch \u0111\u1ed5i c\u00e1ch hi\u1ec3n th\u1ecb m\u1ed9t s\u1ed1 tr\u01b0\u1eddng th\u00f4ng tin t\u1eeb \u201cb\u1eaft bu\u1ed9c \u0111i\u1ec1n\u201d sang nh\u1ea5n m\u1ea1nh t\u00ednh \u201ct\u00f9y ch\u1ecdn\u201d, t\u1ef7 l\u1ec7 ho\u00e0n th\u00e0nh form \u0111\u0103ng k\u00fd \u0111\u00e3 t\u0103ng \u0111\u1ebfn 24,7%<\/strong>. Gi\u1ea3m b\u1edbt c\u1ea3m gi\u00e1c b\u1ecb \u00e1p \u0111\u1eb7t, d\u00f9 ch\u1ec9 \u1edf m\u1ed9t chi ti\u1ebft nh\u1ecf tr\u00ean giao di\u1ec7n, c\u0169ng \u0111\u1ee7 \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a tr\u1ea3i nghi\u1ec7m t\u1ef1 nguy\u1ec7n c\u1ee7a ng\u01b0\u1eddi d\u00f9ng.<\/p>\n

Tr\u00e1nh c\u00e1c b\u1eaby thi\u1ebft k\u1ebf ng\u1ea7m (Dark Patterns)<\/h3>\n

S\u1ef1 khan hi\u1ebfm gi\u1ea3 t\u1ea1o hay m\u1ed9t giao di\u1ec7n c\u1ed1 t\u00ecnh thao t\u00fang c\u00f3 th\u1ec3 khi\u1ebfn ng\u01b0\u1eddi d\u00f9ng h\u00e0nh \u0111\u1ed9ng trong ng\u1eafn h\u1ea1n. Nh\u01b0ng \u0111\u1ebfn khi ph\u00e1t hi\u1ec7n m\u00ecnh b\u1ecb thao t\u00fang, th\u1ee9 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e1nh m\u1ea5t l\u1ea1i l\u00e0 l\u00f2ng tin. C\u00f3 \u0111\u1ebfn 71% ng\u01b0\u1eddi d\u00f9ng<\/strong> s\u1ebd t\u1eeb b\u1ecf v\u0129nh vi\u1ec5n nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd ph\u00e1t hi\u1ec7n c\u00f3 h\u00e0nh vi thao t\u00fang. V\u1ec1 l\u00e2u d\u00e0i, dark pattern<\/em> kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c t\u0103ng tr\u01b0\u1edfng, m\u00e0 l\u00e0 m\u1ed9t kho\u1ea3n n\u1ee3 ni\u1ec1m tin m\u00e0 th\u01b0\u01a1ng hi\u1ec7u s\u1edbm mu\u1ed9n c\u0169ng ph\u1ea3i tr\u1ea3.<\/p>\n

\n

\"Trang
Th\u00f4ng b\u00e1o khan hi\u1ebfm gi\u1ea3 t\u1ea1o t\u1ea1o \u00e1p l\u1ef1c mua h\u00e0ng ngay t\u1ea1i \u0111i\u1ec3m ra quy\u1ebft \u0111\u1ecbnh. Ngu\u1ed3n \u1ea3nh: Deceptive Patterns<\/figcaption><\/figure><\/figure>\n

Sau c\u00f9ng, Defiance Arousing kh\u00f4ng ph\u1ea3i l\u00e0 l\u1eddi nh\u1eafc b\u1ea1n ng\u1eebng thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng. Th\u00f4ng \u0111i\u1ec7p v\u1eabn c\u1ea7n d\u1eabn d\u1eaft ng\u01b0\u1eddi d\u00f9ng h\u00e0nh \u0111\u1ed9ng, nh\u01b0ng kh\u00f4ng n\u00ean l\u1ea5y \u0111i c\u1ea3m gi\u00e1c h\u1ecd \u0111ang t\u1ef1 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh. \u0110\u00f4i khi, vi\u1ec7c tr\u1ea3 l\u1ea1i quy\u1ec1n l\u1ef1a ch\u1ecdn v\u00e0 t\u00f4n tr\u1ecdng b\u1ea3n s\u1eafc c\u1ee7a ng\u01b0\u1eddi d\u00f9ng l\u1ea1i khi\u1ebfn h\u1ecd s\u1eb5n s\u00e0ng t\u1ef1 nguy\u1ec7n n\u00f3i \u201cc\u00f3\u201d h\u01a1n.<\/p>\n","protected":false},"excerpt":{"rendered":"

Khi m\u1ed9t th\u00f4ng \u0111i\u1ec7p c\u1ed1 th\u00fac kh\u00e1ch h\u00e0ng h\u00e0nh \u0111\u1ed9ng, \u0111\u00f4i khi h\u1ecd l\u1ea1i mu\u1ed1n l\u00e0m \u0111i\u1ec1u ng\u01b0\u1ee3c l\u1ea1i. Defiance Arousing l\u00fd gi\u1ea3i v\u00ec sao m\u1ed9t l\u1eddi k\u00eau g\u1ecdi mua h\u00e0ng c\u00f3 th\u1ec3 v\u00f4 t\u00ecnh tr\u1edf th\u00e0nh l\u00fd do \u0111\u1ec3 ng\u01b0\u1eddi d\u00f9ng n\u00f3i \u201ckh\u00f4ng\u201d. \u0110\u00e3 bao gi\u1edd b\u1ea1n nh\u1eadn m\u1ed9t email \u201cCh\u1ec9 c\u00f2n 2 gi\u1edd […]<\/p>\n","protected":false},"author":1,"featured_media":4604,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,36],"tags":[52],"class_list":["post-4206","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\/4206","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=4206"}],"version-history":[{"count":6,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4206\/revisions"}],"predecessor-version":[{"id":4732,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4206\/revisions\/4732"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media\/4604"}],"wp:attachment":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media?parent=4206"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/categories?post=4206"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/tags?post=4206"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}