{"id":4345,"date":"2026-08-14T06:13:59","date_gmt":"2026-08-14T06:13:59","guid":{"rendered":"https:\/\/vbaseup.com\/kien-thuc\/?p=4345"},"modified":"2026-08-24T18:17:51","modified_gmt":"2026-08-24T18:17:51","slug":"anchoring-effect","status":"publish","type":"post","link":"https:\/\/vbaseup.com\/kien-thuc\/anchoring-effect\/","title":{"rendered":"Anchoring effect: Hi\u1ec7u \u1ee9ng m\u1ecf neo trong \u0111\u1ecbnh gi\u00e1"},"content":{"rendered":"

B\u1ed9 n\u00e3o kh\u00f4ng \u0111\u1ecbnh gi\u00e1 m\u1ecdi th\u1ee9 trong m\u1ed9t kho\u1ea3ng tr\u1ed1ng. Ch\u1ec9 c\u1ea7n m\u1ed9t con s\u1ed1 xu\u1ea5t hi\u1ec7n tr\u01b0\u1edbc<\/strong>, d\u00f9 n\u00f3 ng\u1eabu nhi\u00ean hay v\u00f4 l\u00fd, nh\u1eefng ph\u00e1n \u0111o\u00e1n sau \u0111\u00f3 c\u1ee7a b\u1ea1n c\u0169ng c\u00f3 th\u1ec3 \u00e2m th\u1ea7m b\u1ecb b\u1ebb l\u00e1i.<\/p><\/blockquote>\n

B\u1ea1n l\u01b0\u1edbt m\u1ed9t s\u00e0n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed v\u00e0 b\u1eaft g\u1eb7p gi\u00e1 g\u1ed1c 1.500.000\u0111<\/strong> b\u1ecb g\u1ea1ch ngang, n\u1eb1m ngay c\u1ea1nh gi\u00e1 b\u00e1n 890.000\u0111<\/strong>. \u201cH\u1eddi qu\u00e1, ch\u1ed1t \u0111\u01a1n th\u00f4i\u201d c\u00f3 th\u1ec3 l\u00e0 ph\u1ea3n \u1ee9ng \u0111\u1ea7u ti\u00ean. Nh\u01b0ng th\u1ee9 v\u1eeba quy\u1ebft \u0111\u1ecbnh c\u1ea3m gi\u00e1c \u201ch\u1eddi\u201d \u1ea5y c\u00f3 th\u1eadt s\u1ef1 l\u00e0 m\u00f3n h\u00e0ng? Kh\u00f4ng, \u0111\u00f3 l\u00e0 con s\u1ed1 1.500.000\u0111<\/strong> \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u1eb7t v\u00e0o \u0111\u1ea7u b\u1ea1n.<\/p>\n

\u0110\u00e2y l\u00e0 c\u00e1ch hi\u1ec7u \u1ee9ng m\u1ecf neo<\/strong> v\u1eadn h\u00e0nh, v\u00e0 ph\u1ea7n l\u1edbn th\u1eddi gian ch\u00fang ta kh\u00f4ng h\u1ec1 nh\u1eadn ra m\u00ecnh \u0111ang b\u1ecb m\u1ed9t con s\u1ed1 d\u1eabn d\u1eaft.<\/p>\n

Hi\u1ec7u \u1ee9ng m\u1ecf neo l\u00e0 g\u00ec v\u00e0 n\u00f3 b\u1eaft ngu\u1ed3n t\u1eeb \u0111\u00e2u?<\/h2>\n

Hi\u1ec7u \u1ee9ng m\u1ecf neo (anchoring effect<\/em>), hay thi\u00ean ki\u1ebfn m\u1ecf neo (anchoring bias \/ focalism<\/em>), l\u00e0 m\u1ed9t thi\u00ean ki\u1ebfn nh\u1eadn th\u1ee9c m\u00f4 t\u1ea3 xu h\u01b0\u1edbng con ng\u01b0\u1eddi ph\u1ee5 thu\u1ed9c qu\u00e1 nhi\u1ec1u v\u00e0o th\u00f4ng tin \u0111\u1ea7u ti\u00ean \u0111\u01b0\u1ee3c cung c\u1ea5p<\/strong> khi \u0111\u01b0a ra \u0111\u00e1nh gi\u00e1, \u01b0\u1edbc t\u00ednh ho\u1eb7c quy\u1ebft \u0111\u1ecbnh. Th\u00f4ng tin xu\u1ea5t hi\u1ec7n tr\u01b0\u1edbc \u0111\u00f3 s\u1ebd tr\u1edf th\u00e0nh m\u1ed9t \u201cm\u1ecf neo\u201d \u0111\u1ec3 nh\u1eefng ph\u00e1n \u0111o\u00e1n ti\u1ebfp theo xoay quanh.<\/p>\n

V\u1ec1 c\u01a1 b\u1ea3n, b\u1ed9 n\u00e3o s\u1ebd \u0111i\u1ec1u ch\u1ec9nh t\u1eeb \u0111i\u1ec3m tham chi\u1ebfu ban \u0111\u1ea7u \u0111\u1ec3 \u0111i \u0111\u1ebfn k\u1ebft qu\u1ea3 cu\u1ed1i c\u00f9ng. Tuy nhi\u00ean, nh\u1eefng \u0111i\u1ec1u ch\u1ec9nh n\u00e0y th\u01b0\u1eddng kh\u00f4ng \u0111i \u0111\u1ee7 xa<\/strong>, khi\u1ebfn k\u1ebft qu\u1ea3 v\u1eabn b\u1ecb k\u00e9o v\u1ec1 ph\u00eda con s\u1ed1 \u0111\u1ea7u ti\u00ean.<\/p>\n

\u0110i\u1ec1u \u0111\u00e1ng n\u00f3i l\u00e0 m\u1ecf neo v\u1eabn ho\u1ea1t \u0111\u1ed9ng ngay c\u1ea3 khi n\u00f3 ho\u00e0n to\u00e0n ng\u1eabu nhi\u00ean, kh\u00f4ng ch\u00ednh x\u00e1c hay ch\u1eb3ng li\u00ean quan g\u00ec \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh \u0111ang \u0111\u01b0\u1ee3c \u0111\u01b0a ra.<\/p>\n

Kh\u00e1i ni\u1ec7m n\u00e0y \u0111\u01b0\u1ee3c hai nh\u00e0 t\u00e2m l\u00fd h\u1ecdc h\u00e0nh vi Amos Tversky v\u00e0 Daniel Kahneman ch\u00ednh th\u1ee9c h\u00f3a v\u00e0o n\u0103m 1974, trong c\u00f4ng tr\u00ecnh kinh \u0111i\u1ec3n v\u1ec1 c\u00e1c l\u1ed1i t\u1eaft nh\u1eadn th\u1ee9c d\u01b0\u1edbi \u0111i\u1ec1u ki\u1ec7n kh\u00f4ng ch\u1eafc ch\u1eafn. H\u1ecd ch\u1ec9 ra r\u1eb1ng con ng\u01b0\u1eddi th\u01b0\u1eddng \u0111i\u1ec1u ch\u1ec9nh kh\u00f4ng \u0111\u1ea7y \u0111\u1ee7 t\u1eeb m\u1ed9t gi\u00e1 tr\u1ecb c\u00f3 s\u1eb5n, khi\u1ebfn ph\u00e1n quy\u1ebft cu\u1ed1i c\u00f9ng b\u1ecb l\u1ec7ch \u0111\u00e1ng k\u1ec3 v\u1ec1 ph\u00eda m\u1ecf neo \u0111\u00f3.<\/p>\n

\n

\"\u1ea2nh
B\u00e0i nghi\u00ean c\u1ee9u n\u0103m 1974 \u0111\u1eb7t n\u1ec1n m\u00f3ng cho kh\u00e1i ni\u1ec7m m\u1ecf neo v\u00e0 \u0111i\u1ec1u ch\u1ec9nh. Ngu\u1ed3n \u1ea3nh: Psychology Today<\/figcaption><\/figure><\/figure>\n

Nh\u01b0ng m\u1ed9t th\u00ed nghi\u1ec7m khi\u1ebfn m\u1ecf neo tr\u1edf n\u00ean kh\u00f3 tin h\u01a1n l\u1ea1i \u0111\u1ebfn t\u1eeb Gi\u00e1o s\u01b0 Dan Ariely v\u00e0o n\u0103m 2003. \u00d4ng y\u00eau c\u1ea7u ng\u01b0\u1eddi tham gia vi\u1ebft ra hai ch\u1eef s\u1ed1 cu\u1ed1i trong s\u1ed1 An sinh X\u00e3 h\u1ed9i c\u1ee7a m\u00ecnh, sau \u0111\u00f3 h\u1ecfi h\u1ecd s\u1eb5n s\u00e0ng tr\u1ea3 bao nhi\u00eau cho m\u1ed9t chi\u1ebfc b\u00e0n ph\u00edm m\u00e1y t\u00ednh theo \u0111\u00fang hai ch\u1eef s\u1ed1 v\u1eeba vi\u1ebft. N\u1ebfu hai ch\u1eef s\u1ed1 cu\u1ed1i l\u00e0 79, m\u1ee9c gi\u00e1 \u0111\u01b0\u1ee3c \u0111\u1eb7t ra s\u1ebd l\u00e0 79 \u0111\u00f4<\/strong>. K\u1ebft qu\u1ea3 cho th\u1ea5y nh\u1eefng ng\u01b0\u1eddi c\u00f3 hai ch\u1eef s\u1ed1 cu\u1ed1i c\u00e0ng cao th\u00ec \u0111\u1ecbnh gi\u00e1 chi\u1ebfc b\u00e0n ph\u00edm c\u00e0ng cao<\/strong>, v\u00e0 s\u1ef1 thay \u0111\u1ed5i n\u00e0y di\u1ec5n ra nh\u1ea5t qu\u00e1n \u0111\u1ebfn ng\u1ea1c nhi\u00ean. M\u1ed9t con s\u1ed1 ho\u00e0n to\u00e0n ng\u1eabu nhi\u00ean, kh\u00f4ng c\u00f3 m\u1ed1i li\u00ean h\u1ec7 n\u00e0o v\u1edbi chi\u1ebfc b\u00e0n ph\u00edm, v\u1eabn \u0111\u1ee7 s\u1ee9c l\u00e0m thay \u0111\u1ed5i nh\u1eadn th\u1ee9c v\u1ec1 gi\u00e1 tr\u1ecb c\u1ee7a h\u1ecd.<\/p>\n

\n

\"B\u1ea3ng
M\u1ee9c s\u1eb5n s\u00e0ng chi tr\u1ea3 t\u0103ng theo nh\u00f3m hai ch\u1eef s\u1ed1 cu\u1ed1i c\u1ee7a s\u1ed1 An sinh X\u00e3 h\u1ed9i. Ngu\u1ed3n \u1ea3nh: Ariely, Loewenstein v\u00e0 Prelec (2003), qua Medium<\/figcaption><\/figure><\/figure>\n

M\u1ecf neo c\u0169ng kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t l\u00fd thuy\u1ebft t\u00e2m l\u00fd. C\u00e1c nghi\u00ean c\u1ee9u ti\u1ebfp th\u1ecb th\u1ea7n kinh h\u1ecdc s\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7 ch\u1ee5p c\u1ed9ng h\u01b0\u1edfng t\u1eeb ch\u1ee9c n\u0103ng (fMRI)<\/strong> \u0111\u00e3 x\u00e1c nh\u1eadn khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng ti\u1ebfp c\u1eadn th\u00f4ng tin gi\u00e1 c\u1ea3, m\u1ecf neo ban \u0111\u1ea7u s\u1ebd k\u00edch ho\u1ea1t nh\u1eefng m\u00f4 h\u00ecnh ho\u1ea1t \u0111\u1ed9ng c\u1ee5 th\u1ec3 t\u1ea1i v\u1ecf n\u00e3o tr\u01b0\u1edbc tr\u00e1n<\/strong>. \u0110\u00e2y l\u00e0 khu v\u1ef1c ch\u1ecbu tr\u00e1ch nhi\u1ec7m ch\u00ednh trong vi\u1ec7c t\u00ednh to\u00e1n, \u0111\u00e1nh gi\u00e1 gi\u00e1 tr\u1ecb v\u00e0 ki\u1ec3m so\u00e1t quy\u1ebft \u0111\u1ecbnh mua s\u1eafm.<\/p>\n

\n

\"C\u00e1c
C\u00e1c v\u00f9ng thu\u1ed9c h\u1ec7 th\u1ed1ng \u0111\u1ecbnh gi\u00e1 c\u1ee7a n\u00e3o tham gia chuy\u1ec3n t\u00edn hi\u1ec7u gi\u00e1 th\u00e0nh tr\u1ea3i nghi\u1ec7m gi\u00e1 tr\u1ecb. Ngu\u1ed3n \u1ea3nh: Scientific Reports<\/figcaption><\/figure><\/figure>\n

N\u00f3i m\u1ed9t c\u00e1ch d\u1ec5 hi\u1ec3u, m\u1ecf neo kh\u00f4ng ch\u1ec9 \u201c\u0111\u00e1nh l\u1eeba\u201d c\u1ea3m gi\u00e1c c\u1ee7a b\u1ea1n, m\u00e0 th\u1ef1c s\u1ef1 \u0111\u1ecbnh h\u00ecnh c\u00e1ch b\u1ed9 n\u00e3o x\u1eed l\u00fd nh\u1eefng con s\u1ed1 xu\u1ea5t hi\u1ec7n sau \u0111\u00f3<\/strong>.<\/p><\/blockquote>\n

Anchoring effect hay framing, c\u00e1i n\u00e0o m\u1ea1nh h\u01a1n?<\/h2>\n

N\u1ebfu t\u1eebng t\u00ecm hi\u1ec3u v\u1ec1 marketing, c\u00f3 th\u1ec3 b\u1ea1n s\u1ebd th\u1eafc m\u1eafc: Gi\u1eefa vi\u1ec7c \u0111\u1eb7t m\u1ed9t m\u1ecf neo gi\u00e1 v\u00e0 \u201c\u0111\u00f3ng khung\u201d th\u00f4ng \u0111i\u1ec7p khuy\u1ebfn m\u00e3i (framing<\/em>), c\u00e1ch n\u00e0o t\u00e1c \u0111\u1ed9ng m\u1ea1nh h\u01a1n? Ch\u1eb3ng h\u1ea1n, m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 nh\u1ea5n m\u1ea1nh ch\u1eef \u201cti\u1ebft ki\u1ec7m\u201d thay v\u00ec ch\u1ec9 n\u00f3i s\u1ea3n ph\u1ea9m \u0111ang \u201cgi\u1ea3m gi\u00e1\u201d.<\/p>\n

M\u1ed9t nghi\u00ean c\u1ee9u \u0111\u1ecbnh l\u01b0\u1ee3ng c\u1ee7a t\u00e1c gi\u1ea3 Jino Daniel, \u0111\u01b0\u1ee3c c\u00f4ng b\u1ed1 tr\u00ean t\u1ea1p ch\u00ed khoa h\u1ecdc qu\u1ed1c t\u1ebf IJFMR, \u0111\u00e3 kh\u1ea3o s\u00e1t 90 ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u1ef1c t\u1ebf<\/strong> \u0111\u1ec3 tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi n\u00e0y. K\u1ebft qu\u1ea3 cho th\u1ea5y m\u1ee9c gi\u00e1 \u0111\u1ea7u ti\u00ean m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u00ecn th\u1ea5y<\/strong> l\u1eadp t\u1ee9c tr\u1edf th\u00e0nh m\u1ed9t m\u1ecf neo tinh th\u1ea7n, t\u1eeb \u0111\u00f3 \u0111\u1ecbnh h\u00ecnh c\u1ea3m gi\u00e1c c\u1ee7a h\u1ecd v\u1ec1 vi\u1ec7c c\u00e1c m\u1ee9c gi\u00e1 sau l\u00e0 \u0111\u1eaft, r\u1ebb hay h\u1ee3p l\u00fd. Vi\u1ec7c thay \u0111\u1ed5i c\u00e1ch tr\u00ecnh b\u00e0y th\u00f4ng \u0111i\u1ec7p c\u0169ng c\u00f3 t\u00e1c \u0111\u1ed9ng, nh\u01b0ng kh\u00f4ng m\u1ea1nh b\u1eb1ng vi\u1ec7c thi\u1ebft l\u1eadp m\u1ecf neo gi\u00e1 ban \u0111\u1ea7u.<\/p>\n

Ph\u00e9p ki\u1ec3m \u0111\u1ecbnh th\u1ed1ng k\u00ea trong nghi\u00ean c\u1ee9u (t = 3.408, p < 0.001<\/strong>) cho th\u1ea5y s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 m\u1ee9c \u0111\u1ed9 \u1ea3nh h\u01b0\u1edfng gi\u1eefa hai thi\u00ean ki\u1ebfn l\u1edbn \u0111\u1ebfn m\u1ee9c kh\u00f3 c\u00f3 th\u1ec3 l\u00e0 ng\u1eabu nhi\u00ean. Th\u00fa v\u1ecb h\u01a1n, h\u1ec7 s\u1ed1 t\u01b0\u01a1ng quan gi\u1eefa anchoring<\/em> v\u00e0 framing<\/em> g\u1ea7n nh\u01b0 b\u1eb1ng 0 (r = 0.028<\/strong>), ngh\u0129a l\u00e0 hai c\u01a1 ch\u1ebf n\u00e0y v\u1eadn h\u00e0nh \u0111\u1ed9c l\u1eadp v\u1edbi nhau. M\u1ed9t ng\u01b0\u1eddi d\u1ec5 b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi m\u1ecf neo gi\u00e1 kh\u00f4ng \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c h\u1ecd c\u0169ng d\u1ec5 b\u1ecb \u201cd\u1eaft m\u0169i\u201d b\u1edfi c\u00e1ch \u0111\u00f3ng khung qu\u1ea3ng c\u00e1o.<\/p>\n

V\u1edbi ng\u01b0\u1eddi m\u1edbi t\u00ecm hi\u1ec3u marketing, insight \u0111\u00e1ng nh\u1edb nh\u1ea5t \u1edf \u0111\u00e2y l\u00e0 n\u1ebfu ch\u1ec9 \u0111\u01b0\u1ee3c ch\u1ecdn m\u1ed9t \u201c\u0111\u00f2n b\u1ea9y\u201d t\u00e2m l\u00fd \u0111\u1ec3 t\u1ed1i \u01b0u trang b\u00e1n h\u00e0ng, m\u1ecf neo gi\u00e1 n\u00ean \u0111\u01b0\u1ee3c \u01b0u ti\u00ean tr\u01b0\u1edbc c\u00e1ch di\u1ec5n \u0111\u1ea1t c\u00e2u ch\u1eef.<\/strong><\/p><\/blockquote>\n

Anchoring effect xu\u1ea5t hi\u1ec7n \u1edf \u0111\u00e2u tr\u00ean trang b\u00e1n h\u00e0ng?<\/h2>\n

Con ng\u01b0\u1eddi hi\u1ebfm khi \u0111\u00e1nh gi\u00e1 gi\u00e1 c\u1ea3 trong m\u1ed9t kho\u1ea3ng tr\u1ed1ng, b\u1edfi ch\u00fang ta lu\u00f4n so s\u00e1nh v\u00e0 \u0111\u1ed1i chi\u1ebfu. V\u00ec v\u1eady, c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb th\u01b0\u1eddng ch\u1ee7 \u0111\u1ed9ng \u0111\u1eb7t m\u1ecf neo \u0111\u1ec3 \u0111i\u1ec1u h\u01b0\u1edbng h\u00e0nh vi mua h\u00e0ng.<\/p>\n

B\u1ea1n c\u00f3 th\u1ec3 b\u1eaft g\u1eb7p ch\u00fang d\u01b0\u1edbi c\u00e1c h\u00ecnh th\u1ee9c r\u1ea5t quen thu\u1ed9c.<\/p>\n

Gi\u00e1 g\u1ed1c b\u1ecb g\u1ea1ch ngang (strike-through pricing<\/em>):<\/strong> Khi Amazon b\u00e1n m\u1ed9t chi\u1ebfc gh\u1ebf b\u00f3ng t\u1eadp th\u1ec3 d\u1ee5c, h\u1ecd hi\u1ec3n th\u1ecb m\u1ee9c gi\u00e1 ni\u00eam y\u1ebft ban \u0111\u1ea7u r\u1ea5t cao r\u1ed3i g\u1ea1ch b\u1ecf. Ngay b\u00ean c\u1ea1nh l\u00e0 gi\u00e1 b\u00e1n th\u1ef1c t\u1ebf 69,66 \u0111\u00f4<\/strong> c\u00f9ng d\u00f2ng ch\u1eef \u201cTi\u1ebft ki\u1ec7m 10,32 \u0111\u00f4 (13%)<\/strong>\u201d. M\u1ee9c gi\u00e1 b\u1ecb g\u1ea1ch tr\u1edf th\u00e0nh \u0111i\u1ec3m tham chi\u1ebfu, khi\u1ebfn ng\u01b0\u1eddi mua c\u1ea3m th\u1ea5y gi\u00e1 hi\u1ec7n t\u1ea1i l\u00e0 m\u1ed9t m\u00f3n h\u1eddi.<\/p>\n

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\"\u1ea2nh
Gi\u00e1 ni\u00eam y\u1ebft b\u1ecb g\u1ea1ch t\u1ea1o \u0111i\u1ec3m tham chi\u1ebfu cho m\u1ee9c gi\u00e1 b\u00e1n th\u1ea5p h\u01a1n. Ngu\u1ed3n \u1ea3nh: Amazon, qua Ryan Lemos\/LinkedIn<\/figcaption><\/figure><\/figure>\n

Chi\u1ebfn thu\u1eadt \u201cgi\u00e1 tr\u1ecb c\u0169 – gi\u00e1 tr\u1ecb m\u1edbi\u201d:<\/strong> C\u00e1ch n\u00e0y th\u01b0\u1eddng xu\u1ea5t hi\u1ec7n tr\u00ean c\u00e1c landing page b\u00e1n kh\u00f3a h\u1ecdc v\u1edbi l\u1eddi gi\u1edbi thi\u1ec7u: \u201cKh\u00f3a h\u1ecdc n\u00e0y b\u00ecnh th\u01b0\u1eddng c\u00f3 gi\u00e1 1.200 \u0111\u00f4<\/strong>. Ch\u1ec9 ri\u00eang h\u00f4m nay, b\u1ea1n s\u1edf h\u1eefu n\u00f3 v\u1edbi gi\u00e1 59 \u0111\u00f4<\/strong>\u201d. M\u1ecf neo 1.200 \u0111\u00f4<\/strong> khi\u1ebfn 59 \u0111\u00f4<\/strong> tr\u00f4ng r\u1ebb h\u01a1n r\u1ea5t nhi\u1ec1u so v\u1edbi gi\u00e1 tr\u1ecb th\u1ef1c t\u1ebf c\u1ee7a n\u00f3.<\/p>\n

Chia nh\u1ecf d\u00f2ng ti\u1ec1n thanh to\u00e1n (payment partitioning<\/em>):<\/strong> Sau khi kh\u00e1ch h\u00e0ng \u0111\u00e3 b\u1ecb neo \u1edf m\u1ed9t m\u1ee9c gi\u00e1 cao, trang b\u00e1n h\u00e0ng c\u00f3 th\u1ec3 ti\u1ebfp t\u1ee5c \u0111\u01b0a ra l\u1ef1a ch\u1ecdn: \u201cB\u1ea1n kh\u00f4ng c\u1ea7n tr\u1ea3 to\u00e0n b\u1ed9, ch\u1ec9 c\u1ea7n 3 l\u1ea7n thanh to\u00e1n d\u1ec5 d\u00e0ng v\u1edbi 69 \u0111\u00f4<\/strong>\u201d. T\u1ed5ng s\u1ed1 ti\u1ec1n kh\u00f4ng thay \u0111\u1ed5i, nh\u01b0ng c\u00e1ch chia nh\u1ecf gi\u00fap gi\u1ea3m b\u1edbt c\u1ea3m gi\u00e1c \u201c\u0111au v\u00ed\u201d<\/strong>.<\/p>\n

M\u1ecf neo ch\u1eef s\u1ed1 b\u00ean tr\u00e1i (left-digit bias<\/em>), hay c\u00f2n g\u1ecdi l\u00e0 charm pricing<\/em>:<\/strong> \u0110\u00e2y l\u00e0 l\u00fd do nhi\u1ec1u s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 999 \u0111\u00f4 thay v\u00ec 1.000 \u0111\u00f4<\/strong>. Ch\u1eef s\u1ed1 ngo\u00e0i c\u00f9ng b\u00ean tr\u00e1i – s\u1ed1 9 – ho\u1ea1t \u0111\u1ed9ng nh\u01b0 m\u1ed9t m\u1ecf neo t\u00e2m l\u00fd, khi\u1ebfn s\u1ea3n ph\u1ea9m t\u1ea1o c\u1ea3m gi\u00e1c r\u1ebb h\u01a1n \u0111\u00e1ng k\u1ec3 so v\u1edbi th\u1ef1c t\u1ebf.<\/p>\n

Anchoring\u00a0kh\u00f4ng ch\u1ec9 n\u1eb1m \u1edf con s\u1ed1<\/h2>\n

N\u1ebfu b\u1ea1n \u0111ang t\u00ecm hi\u1ec3u v\u1ec1 website marketing<\/strong>, c\u00f3 m\u1ed9t \u0111i\u1ec1u c\u1ea7n l\u01b0u \u00fd l\u00e0 m\u1ecf neo c\u00f2n n\u1eb1m \u1edf c\u00e1ch ch\u00fang ta s\u1eafp x\u1ebfp c\u1ea3 m\u1ed9t trang web.<\/p>\n

Th\u1ee9 ng\u01b0\u1eddi d\u00f9ng nh\u00ecn th\u1ea5y tr\u01b0\u1edbc kh\u00f4ng nh\u1ea5t thi\u1ebft ch\u1ec9 l\u00e0 gi\u00e1, m\u00e0 c\u00f2n c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t g\u00f3i d\u1ecbch v\u1ee5, kh\u1ed1i l\u01b0\u1ee3ng s\u1eed d\u1ee5ng hay c\u00e1c con s\u1ed1 v\u1ec1 quy m\u00f4.<\/p>\n

\u0110\u01b0a g\u00f3i cao c\u1ea5p l\u00ean tr\u01b0\u1edbc<\/h3>\n

Nhi\u1ec1u trang web b\u1eaft \u0111\u1ea7u b\u1ea3ng gi\u00e1 t\u1eeb g\u00f3i r\u1ebb nh\u1ea5t ho\u1eb7c mi\u1ec5n ph\u00ed, sau \u0111\u00f3 m\u1edbi t\u0103ng d\u1ea7n \u0111\u1ebfn g\u00f3i cao nh\u1ea5t. C\u00e1ch s\u1eafp x\u1ebfp n\u00e0y v\u00f4 t\u00ecnh thi\u1ebft l\u1eadp m\u1ed9t m\u1ecf neo qu\u00e1 th\u1ea5p trong \u0111\u1ea7u ng\u01b0\u1eddi d\u00f9ng, khi\u1ebfn c\u00e1c g\u00f3i tr\u1ea3 ph\u00ed ph\u00eda sau tr\u00f4ng \u0111\u1eaft h\u01a1n th\u1ef1c t\u1ebf. Thay v\u00e0o \u0111\u00f3, b\u1ea1n c\u00f3 th\u1ec3 \u0111\u01b0a g\u00f3i cao c\u1ea5p v\u00e0 \u0111\u1eaft ti\u1ec1n nh\u1ea5t l\u00ean v\u1ecb tr\u00ed \u0111\u1ea7u ti\u00ean<\/strong> ho\u1eb7c hi\u1ec3n th\u1ecb n\u00f3 n\u1ed5i b\u1eadt h\u01a1n. Khi ng\u01b0\u1eddi d\u00f9ng nh\u00ecn th\u1ea5y g\u00f3i Pro\/Enterprise<\/strong> gi\u00e1 cao tr\u01b0\u1edbc, b\u1ed9 n\u00e3o s\u1ebd l\u1ea5y con s\u1ed1 \u0111\u00f3 l\u00e0m \u0111i\u1ec3m tham chi\u1ebfu. \u0110\u1ebfn l\u00fac m\u1eaft di chuy\u1ec3n sang c\u00e1c g\u00f3i Standard<\/strong> hay Basic<\/strong>, nh\u1eefng l\u1ef1a ch\u1ecdn n\u00e0y s\u1ebd t\u1ea1o c\u1ea3m gi\u00e1c kinh t\u1ebf v\u00e0 d\u1ec5 ti\u1ebfp c\u1eadn h\u01a1n h\u1eb3n.<\/p>\n

Neo ng\u01b0\u1eddi d\u00f9ng b\u1eb1ng kh\u1ed1i l\u01b0\u1ee3ng<\/h3>\n

V\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m t\u00ednh ph\u00ed theo m\u1ee9c s\u1eed d\u1ee5ng nh\u01b0 API<\/strong> hay token<\/strong>, v\u1ed1n ph\u1ed5 bi\u1ebfn \u1edf c\u00e1c n\u1ec1n t\u1ea3ng AI<\/strong> v\u00e0 SaaS<\/strong>, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u1eb7t g\u00f3i kh\u1ed1i l\u01b0\u1ee3ng l\u1edbn l\u00ean tr\u01b0\u1edbc<\/strong>. Ch\u1eb3ng h\u1ea1n: \u201cX\u1eed l\u00fd 50 tri\u1ec7u l\u01b0\u1ee3t g\u1ecdi\/th\u00e1ng<\/strong> ch\u1ec9 0,002 \u0111\u00f4\/l\u01b0\u1ee3t<\/strong>\u201d, r\u1ed3i m\u1edbi \u0111\u1ebfn g\u00f3i ti\u00eau chu\u1ea9n \u201c100 ngh\u00ecn l\u01b0\u1ee3t\/th\u00e1ng<\/strong>, 0,01 \u0111\u00f4\/l\u01b0\u1ee3t<\/strong>\u201d. Khi con s\u1ed1 kh\u1ed5ng l\u1ed3 c\u1ee7a g\u00f3i doanh nghi\u1ec7p xu\u1ea5t hi\u1ec7n \u0111\u1ea7u ti\u00ean, ng\u01b0\u1eddi d\u00f9ng c\u00e1 nh\u00e2n hay doanh nghi\u1ec7p nh\u1ecf s\u1ebd c\u1ea3m th\u1ea5y m\u1ee9c gi\u00e1 c\u1ee7a g\u00f3i nh\u1ecf h\u01a1n d\u1ec5 ch\u1ecbu h\u01a1n r\u1ea5t nhi\u1ec1u.<\/p>\n

M\u1ecf neo trong ph\u1ec5u onboarding<\/h3>\n

Trong qu\u00e1 tr\u00ecnh d\u1eabn d\u1eaft ng\u01b0\u1eddi d\u00f9ng m\u1edbi, m\u1ed9t n\u1ec1n t\u1ea3ng c\u00f3 th\u1ec3 hi\u1ec3n th\u1ecb c\u00e1c s\u1ed1 li\u1ec7u ch\u1ee9ng minh quy m\u00f4 ho\u1eb7c gi\u00e1 tr\u1ecb l\u1edbn nh\u1ea5t<\/strong> m\u00e0 m\u00ecnh mang l\u1ea1i tr\u01b0\u1edbc khi \u0111\u01b0a h\u1ecd \u0111\u1ebfn trang n\u00e2ng c\u1ea5p t\u00e0i kho\u1ea3n. C\u00e1c con s\u1ed1 n\u00e0y gi\u00fap neo gi\u1eef c\u1ea3m gi\u00e1c v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m \u201c\u0111\u1eb3ng c\u1ea5p, quy m\u00f4 l\u1edbn\u201d trong \u0111\u1ea7u ng\u01b0\u1eddi d\u00f9ng, t\u1eeb \u0111\u00f3 g\u00f3p ph\u1ea7n gi\u1ea3m b\u1edbt r\u00e0o c\u1ea3n chi ph\u00ed<\/strong> khi h\u1ecd c\u00e2n nh\u1eafc n\u00e2ng c\u1ea5p.<\/p>\n

Anchoring effect sai c\u00e1ch s\u1ebd x\u1ea3y ra chuy\u1ec7n g\u00ec?<\/h2>\n

Anchoring effect l\u00e0 con dao hai l\u01b0\u1ee1i.<\/p>\n

\u0110\u1eb7t sai ch\u1ed7, n\u00f3 ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 ph\u1ea3n t\u00e1c d\u1ee5ng. \u0110i\u1ec1u \u0111\u1ea7u ti\u00ean c\u1ea7n tr\u00e1nh l\u00e0 m\u1ecf neo th\u1ea5p v\u00f4 \u00fd. H\u00e3y r\u00e0 so\u00e1t c\u00e1c con s\u1ed1 xu\u1ea5t hi\u1ec7n tr\u00ean landing page<\/strong>, b\u1edfi m\u1ed9t con s\u1ed1 nh\u1ecf t\u00ecnh c\u1edd n\u1eb1m \u1edf v\u1ecb tr\u00ed n\u1ed5i b\u1eadt c\u0169ng c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh m\u1ecf neo gi\u00e1 tr\u1ecb th\u1ea5p. S\u1ed1 n\u0103m kinh nghi\u1ec7m c\u00f2n \u00edt, s\u1ed1 s\u1ea3n ph\u1ea9m c\u00f2n l\u1ea1i qu\u00e1 \u00edt hay m\u1ed9t g\u00f3i gi\u00e1 r\u1ebb \u0111\u01b0\u1ee3c \u0111\u1eb7t l\u00ean \u0111\u1ea7u b\u1ea3ng gi\u00e1 \u0111\u1ec1u c\u00f3 th\u1ec3 l\u00e0m gi\u1ea3m m\u1ee9c s\u1eb5n s\u00e0ng chi tr\u1ea3 c\u1ee7a ng\u01b0\u1eddi d\u00f9ng<\/strong>.<\/p>\n

M\u1ecf neo c\u0169ng c\u00f3 m\u1ed1i li\u00ean h\u1ec7 ch\u1eb7t ch\u1ebd v\u1edbi thi\u00ean ki\u1ebfn gi\u1eef nguy\u00ean hi\u1ec7n tr\u1ea1ng (status quo bias<\/em>)<\/strong>. Ph\u01b0\u01a1ng \u00e1n m\u1eb7c \u0111\u1ecbnh \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp tr\u00ean website s\u1ebd ho\u1ea1t \u0111\u1ed9ng nh\u01b0 m\u1ed9t \u0111i\u1ec3m tham chi\u1ebfu v\u1eefng ch\u1eafc, khi\u1ebfn b\u1ea5t k\u1ef3 thay \u0111\u1ed5i n\u00e0o kh\u1ecfi tr\u1ea1ng th\u00e1i \u0111\u00f3 c\u0169ng d\u1ec5 b\u1ecb b\u1ed9 n\u00e3o \u0111\u00e1nh gi\u00e1 nh\u01b0 m\u1ed9t s\u1ef1 \u201cm\u1ea5t m\u00e1t\u201d<\/strong>.<\/p>\n

V\u1edbi nh\u1eefng ng\u01b0\u1eddi l\u00e0m thi\u1ebft k\u1ebf v\u00e0 t\u1ed1i \u01b0u h\u00f3a chuy\u1ec3n \u0111\u1ed5i, m\u1ecf neo c\u00f2n c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh m\u1ed9t c\u00e1i b\u1eaby t\u01b0 duy. Khi b\u1ecb neo qu\u00e1 ch\u1eb7t v\u00e0o c\u1ea5u tr\u00fac giao di\u1ec7n hay d\u1eef li\u1ec7u c\u0169 \u0111\u00e3 t\u1ed3n t\u1ea1i nhi\u1ec1u n\u0103m, ch\u00fang ta s\u1ebd ng\u1ea1i th\u1eed nh\u1eefng thay \u0111\u1ed5i mang t\u00ednh \u0111\u1ed9t ph\u00e1 v\u00e0 d\u1ec5 m\u1eafc k\u1eb9t \u1edf m\u1ed9t \u201cc\u1ef1c tr\u1ecb \u0111\u1ecba ph\u01b0\u01a1ng\u201d<\/strong>, thay v\u00ec \u0111\u1ea1t \u0111\u01b0\u1ee3c t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i b\u1ee9t ph\u00e1<\/strong> t\u1eeb m\u1ed9t thi\u1ebft k\u1ebf ho\u00e0n to\u00e0n m\u1edbi.<\/p>\n

V\u00e0 cu\u1ed1i c\u00f9ng l\u00e0 ranh gi\u1edbi \u0111\u1ea1o \u0111\u1ee9c.<\/p>\n

\u0110\u1eebng bao gi\u1edd t\u1ea1o ra m\u1ecf neo \u1ea3o b\u1eb1ng c\u00e1ch n\u00e2ng kh\u1ed1ng gi\u00e1 g\u1ed1c \u0111\u1ec3 d\u1ef1ng l\u00ean m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i gi\u1ea3.<\/strong> Ng\u01b0\u1eddi d\u00f9ng ng\u00e0y nay r\u1ea5t th\u00f4ng th\u00e1i, v\u00e0 m\u1ed9t khi h\u1ecd nh\u1eadn ra gi\u00e1 tr\u1ecb th\u1ef1c t\u1ebf kh\u00f4ng t\u01b0\u01a1ng x\u1ee9ng v\u1edbi m\u1ecf neo \u0111\u01b0\u1ee3c \u0111\u01b0a ra, uy t\u00edn th\u01b0\u01a1ng hi\u1ec7u s\u1ebd kh\u00f3 l\u00f2ng c\u1ee9u v\u00e3n.<\/p><\/blockquote>\n

\n

\"\u1ea2nh
M\u1ed9t m\u1ee9c gi\u00e1 g\u1ed1c b\u1ecb n\u00e2ng l\u00ean t\u1ea1o c\u1ea3m gi\u00e1c gi\u1ea3m gi\u00e1 kh\u00f4ng c\u00f3 th\u1eadt. Ngu\u1ed3n \u1ea3nh: GadgetsToUse<\/figcaption><\/figure><\/figure>\n

Suy cho c\u00f9ng, hi\u1ec7u \u1ee9ng m\u1ecf neo kh\u00f4ng ph\u1ea3i m\u1ed9t \u201cchi\u00eau tr\u00f2\u201d \u0111\u1ec3 l\u1eeba d\u1ed1i ng\u01b0\u1eddi mua, m\u00e0 l\u00e0 m\u1ed9t \u0111\u1eb7c \u0111i\u1ec3m c\u00f3 s\u1eb5n trong c\u00e1ch b\u1ed9 n\u00e3o con ng\u01b0\u1eddi x\u1eed l\u00fd th\u00f4ng tin. Hi\u1ec3u \u0111\u01b0\u1ee3c n\u00f3, b\u1ea1n kh\u00f4ng ch\u1ec9 bi\u1ebft c\u00e1ch tr\u00ecnh b\u00e0y m\u1ed9t trang gi\u00e1 thuy\u1ebft ph\u1ee5c h\u01a1n<\/strong>, m\u00e0 c\u00f2n h\u1ecdc \u0111\u01b0\u1ee3c c\u00e1ch t\u1ef1 b\u1ea3o v\u1ec7 m\u00ecnh tr\u01b0\u1edbc nh\u1eefng con s\u1ed1 \u0111\u01b0\u1ee3c \u0111\u1eb7t ra \u0111\u1ec3 d\u1eabn d\u1eaft ch\u00ednh quy\u1ebft \u0111\u1ecbnh c\u1ee7a m\u00ecnh<\/strong>.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

B\u1ed9 n\u00e3o kh\u00f4ng \u0111\u1ecbnh gi\u00e1 m\u1ecdi th\u1ee9 trong m\u1ed9t kho\u1ea3ng tr\u1ed1ng. Ch\u1ec9 c\u1ea7n m\u1ed9t con s\u1ed1 xu\u1ea5t hi\u1ec7n tr\u01b0\u1edbc, d\u00f9 n\u00f3 ng\u1eabu nhi\u00ean hay v\u00f4 l\u00fd, nh\u1eefng ph\u00e1n \u0111o\u00e1n sau \u0111\u00f3 c\u1ee7a b\u1ea1n c\u0169ng c\u00f3 th\u1ec3 \u00e2m th\u1ea7m b\u1ecb b\u1ebb l\u00e1i. B\u1ea1n l\u01b0\u1edbt m\u1ed9t s\u00e0n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed v\u00e0 b\u1eaft g\u1eb7p gi\u00e1 g\u1ed1c 1.500.000\u0111 […]<\/p>\n","protected":false},"author":1,"featured_media":4582,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,36],"tags":[],"class_list":["post-4345","post","type-post","status-publish","format-standard","has-post-thumbnail","category-cro","category-tam-ly-hoc-chuyen-doi"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4345","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=4345"}],"version-history":[{"count":6,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4345\/revisions"}],"predecessor-version":[{"id":4354,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/4345\/revisions\/4354"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media\/4582"}],"wp:attachment":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media?parent=4345"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/categories?post=4345"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/tags?post=4345"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}