{"id":7047,"date":"2026-10-15T08:00:00","date_gmt":"2026-10-15T01:00:00","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?p=7047"},"modified":"2026-10-15T05:01:13","modified_gmt":"2026-10-14T22:01:13","slug":"thuyet-cu-hich-nudge-ung-dung","status":"publish","type":"post","link":"https:\/\/dykhoa.com\/blog\/thuyet-cu-hich-nudge-ung-dung\/","title":{"rendered":"Thuy\u1ebft c\u00fa h\u00edch (nudge) \u1ee9ng d\u1ee5ng th\u1ebf n\u00e0o trong truy\u1ec1n th\u00f4ng v\u00e0 marketing?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Thuy\u1ebft c\u00fa h\u00edch \u0111\u01b0\u1ee3c \u1ee9ng d\u1ee5ng trong truy\u1ec1n th\u00f4ng v\u00e0 marketing b\u1eb1ng c\u00e1ch thay \u0111\u1ed5i c\u00e1ch c\u00e1c l\u1ef1a ch\u1ecdn \u0111\u01b0\u1ee3c b\u00e0y ra, \u0111\u1ec3 h\u00e0nh vi mong mu\u1ed1n tr\u1edf n\u00ean d\u1ec5, h\u1ea5p d\u1eabn, \u0111\u01b0\u1ee3c s\u1ed1 \u0111\u00f4ng l\u00e0m theo v\u00e0 xu\u1ea5t hi\u1ec7n \u0111\u00fang l\u00fac, m\u00e0 kh\u00f4ng c\u1ea5m l\u1ef1a ch\u1ecdn n\u00e0o (Thaler &amp; Sunstein, 2008; Service v\u00e0 c\u1ed9ng s\u1ef1, 2014). Tuy v\u1eady, hi\u1ec7u qu\u1ea3 th\u1ef1c t\u1ebf c\u1ee7a c\u00fa h\u00edch nh\u1ecf h\u01a1n nhi\u1ec1u so v\u1edbi k\u1ef3 v\u1ecdng ban \u0111\u1ea7u. Trong 126 th\u1eed nghi\u1ec7m c\u1ee7a hai \u0111\u01a1n v\u1ecb c\u00fa h\u00edch t\u1ea1i M\u1ef9, m\u1ee9c t\u0103ng trung b\u00ecnh ch\u1ec9 kho\u1ea3ng 1,4 \u0111i\u1ec3m ph\u1ea7n tr\u0103m (DellaVigna &amp; Linos, 2022). V\u00ec v\u1eady, ng\u01b0\u1eddi l\u00e0m truy\u1ec1n th\u00f4ng n\u00ean coi c\u00fa h\u00edch l\u00e0 c\u00f4ng c\u1ee5 c\u1ea7n th\u1eed nghi\u1ec7m, kh\u00f4ng ph\u1ea3i c\u00f4ng th\u1ee9c ch\u1eafc ch\u1eafn th\u00e0nh c\u00f4ng.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>T\u00f3m t\u1eaft nhanh:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>C\u00fa h\u00edch thay \u0111\u1ed5i ki\u1ebfn tr\u00fac l\u1ef1a ch\u1ecdn, kh\u00f4ng c\u1ea5m l\u1ef1a ch\u1ecdn v\u00e0 kh\u00f4ng thay \u0111\u1ed5i \u0111\u00e1ng k\u1ec3 \u0111\u1ed9ng c\u01a1 kinh t\u1ebf (Thaler &amp; Sunstein, 2008).<\/li>\n\n\n\n<li>Khung EAST gi\u00fap bi\u1ebfn l\u00fd thuy\u1ebft th\u00e0nh h\u00e0nh \u0111\u1ed9ng: D\u1ec5 (Easy), H\u1ea5p d\u1eabn (Attractive), X\u00e3 h\u1ed9i (Social), \u0110\u00fang l\u00fac (Timely) (Service v\u00e0 c\u1ed9ng s\u1ef1, 2014).<\/li>\n\n\n\n<li>C\u00e1c ph\u00e2n t\u00edch g\u1ed9p cho k\u1ebft qu\u1ea3 tr\u00e1i chi\u1ec1u: hi\u1ec7u \u1ee9ng t\u1eeb nh\u1ecf \u0111\u1ebfn trung b\u00ecnh, nh\u01b0ng g\u1ea7n nh\u01b0 v\u1ec1 0 sau khi hi\u1ec7u ch\u1ec9nh thi\u00ean l\u1ec7ch xu\u1ea5t b\u1ea3n (Mertens v\u00e0 c\u1ed9ng s\u1ef1, 2022; Maier v\u00e0 c\u1ed9ng s\u1ef1, 2022).<\/li>\n\n\n\n<li>M\u1ed9t c\u00fa h\u00edch ch\u1ec9 c\u00f2n l\u00e0 c\u00fa h\u00edch khi ng\u01b0\u1eddi nh\u1eadn d\u1ec5 d\u00e0ng t\u1eeb ch\u1ed1i n\u00f3 (Hansen, 2016).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ebfu b\u1ea1n m\u1edbi \u0111\u1ecdc \u0111\u1ecbnh ngh\u0129a trong trang <a href=\"https:\/\/dykhoa.com\/blog\/thuat-ngu\/thuyet-cu-hich-nudge-theory\/\">thuy\u1ebft c\u00fa h\u00edch l\u00e0 g\u00ec<\/a>, b\u00e0i n\u00e0y \u0111i ti\u1ebfp m\u1ed9t b\u01b0\u1edbc: \u00e1p d\u1ee5ng n\u00f3 v\u00e0o chi\u1ebfn d\u1ecbch th\u1ebf n\u00e0o, v\u00e0 \u0111\u00e2u l\u00e0 gi\u1edbi h\u1ea1n c\u1ea7n bi\u1ebft.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Thuy\u1ebft c\u00fa h\u00edch kh\u00e1c g\u00ec c\u00e1ch thuy\u1ebft ph\u1ee5c th\u00f4ng th\u01b0\u1eddng?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Kh\u00e1c \u1edf ch\u1ed7 c\u00fa h\u00edch t\u00e1c \u0111\u1ed9ng v\u00e0o b\u1ed1i c\u1ea3nh ra quy\u1ebft \u0111\u1ecbnh, thay v\u00ec c\u1ed1 thay \u0111\u1ed5i suy ngh\u0129 c\u1ee7a ng\u01b0\u1eddi nh\u1eadn. Thaler v\u00e0 Sunstein (2008) \u0111\u1ecbnh ngh\u0129a c\u00fa h\u00edch l\u00e0 b\u1ea5t k\u1ef3 y\u1ebfu t\u1ed1 n\u00e0o c\u1ee7a ki\u1ebfn tr\u00fac l\u1ef1a ch\u1ecdn l\u00e0m thay \u0111\u1ed5i h\u00e0nh vi theo c\u00e1ch d\u1ef1 \u0111o\u00e1n \u0111\u01b0\u1ee3c, m\u00e0 kh\u00f4ng c\u1ea5m l\u1ef1a ch\u1ecdn n\u00e0o hay thay \u0111\u1ed5i \u0111\u00e1ng k\u1ec3 \u0111\u1ed9ng c\u01a1 kinh t\u1ebf. V\u00ed d\u1ee5 quen thu\u1ed9c l\u00e0 \u0111\u1eb7t tr\u00e1i c\u00e2y ngang t\u1ea7m m\u1eaft. C\u1ea5m b\u00e1n \u0111\u1ed3 \u0103n v\u1eb7t th\u00ec kh\u00f4ng ph\u1ea3i c\u00fa h\u00edch (Hansen, 2016).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng truy\u1ec1n th\u1ed1ng th\u01b0\u1eddng t\u1eadp trung v\u00e0o th\u00f4ng \u0111i\u1ec7p: gi\u1ea3i th\u00edch l\u1ee3i \u00edch, thay \u0111\u1ed5i th\u00e1i \u0111\u1ed9, r\u1ed3i k\u1ef3 v\u1ecdng h\u00e0nh vi thay \u0111\u1ed5i theo. C\u00e1ch ti\u1ebfp c\u1eadn c\u00fa h\u00edch \u0111\u1eb7t c\u00e2u h\u1ecfi kh\u00e1c: \u0111i\u1ec1u g\u00ec trong m\u00f4i tr\u01b0\u1eddng \u0111ang l\u00e0m h\u00e0nh vi mong mu\u1ed1n tr\u1edf n\u00ean kh\u00f3? Hai c\u00e1ch n\u00e0y kh\u00f4ng lo\u1ea1i tr\u1eeb nhau. Ch\u00fang c\u00f3 th\u1ec3 b\u1ed5 sung cho c\u00e1c khung nh\u01b0 <a href=\"https:\/\/dykhoa.com\/blog\/thuat-ngu\/marketing-xa-hoi-social-marketing\/\">marketing x\u00e3 h\u1ed9i<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Khung EAST gi\u00fap \u00e1p d\u1ee5ng c\u00fa h\u00edch nh\u01b0 th\u1ebf n\u00e0o?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">EAST l\u00e0 khung do Nh\u00f3m Th\u1ea5u hi\u1ec3u H\u00e0nh vi (Behavioural Insights Team, BIT) c\u1ee7a Anh x\u00e2y d\u1ef1ng, c\u00f4ng b\u1ed1 l\u1ea7n \u0111\u1ea7u n\u0103m 2014 v\u00e0 c\u1eadp nh\u1eadt n\u0103m 2024 (Behavioural Insights Team, 2024). Khung n\u00e0y g\u00f3i c\u00e1c b\u1eb1ng ch\u1ee9ng khoa h\u1ecdc h\u00e0nh vi th\u00e0nh b\u1ed1n nguy\u00ean t\u1eafc. B\u1ea3ng d\u01b0\u1edbi \u0111\u00e2y t\u00f3m t\u1eaft t\u1eebng nguy\u00ean t\u1eafc k\u00e8m v\u00ed d\u1ee5 \u0111\u01b0\u1ee3c b\u00e1o c\u00e1o g\u1ed1c n\u00eau.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>Nguy\u00ean t\u1eafc<\/th><th>C\u00e1ch l\u00e0m<\/th><th>V\u00ed d\u1ee5 trong b\u00e1o c\u00e1o g\u1ed1c<\/th><\/tr><\/thead><tbody><tr><td>D\u1ec5 (Easy)<\/td><td>D\u00f9ng l\u1ef1a ch\u1ecdn m\u1eb7c \u0111\u1ecbnh, gi\u1ea3m th\u1ee7 t\u1ee5c r\u01b0\u1eddm r\u00e0, \u0111\u01a1n gi\u1ea3n h\u00f3a th\u00f4ng \u0111i\u1ec7p<\/td><td>T\u1ef1 \u0111\u1ed9ng \u0111\u01b0a nh\u00e2n vi\u00ean v\u00e0o qu\u1ef9 h\u01b0u tr\u00ed gi\u00fap t\u1ec9 l\u1ec7 tham gia \u1edf c\u00e1c c\u00f4ng ty l\u1edbn t\u0103ng t\u1eeb 61% l\u00ean 83% trong s\u00e1u th\u00e1ng<\/td><\/tr><tr><td>H\u1ea5p d\u1eabn (Attractive)<\/td><td>Thu h\u00fat ch\u00fa \u00fd b\u1eb1ng h\u00ecnh \u1ea3nh, m\u00e0u s\u1eafc, c\u00e1 nh\u00e2n h\u00f3a; thi\u1ebft k\u1ebf ph\u1ea7n th\u01b0\u1edfng h\u1ee3p l\u00fd<\/td><td>Th\u01b0 nh\u1eafc n\u1ed9p thu\u1ebf xe k\u00e8m \u1ea3nh chi\u1ebfc xe c\u1ee7a ng\u01b0\u1eddi nh\u1eadn gi\u00fap t\u1ec9 l\u1ec7 n\u1ed9p t\u0103ng t\u1eeb 40% l\u00ean 49%<\/td><\/tr><tr><td>X\u00e3 h\u1ed9i (Social)<\/td><td>Cho th\u1ea5y \u0111a s\u1ed1 \u0111\u00e3 l\u00e0m h\u00e0nh vi mong mu\u1ed1n, t\u1eadn d\u1ee5ng m\u1ea1ng l\u01b0\u1edbi, khuy\u1ebfn kh\u00edch cam k\u1ebft<\/td><td>Th\u01b0 thu\u1ebf n\u00f3i r\u1eb1ng h\u1ea7u h\u1ebft m\u1ecdi ng\u01b0\u1eddi n\u1ed9p \u0111\u00fang h\u1ea1n gi\u00fap t\u0103ng t\u1ec9 l\u1ec7 n\u1ed9p, th\u00f4ng \u0111i\u1ec7p t\u1ed1t nh\u1ea5t t\u0103ng 5 \u0111i\u1ec3m ph\u1ea7n tr\u0103m<\/td><\/tr><tr><td>\u0110\u00fang l\u00fac (Timely)<\/td><td>Nh\u1eafc v\u00e0o l\u00fac ng\u01b0\u1eddi nh\u1eadn d\u1ec5 ti\u1ebfp nh\u1eadn nh\u1ea5t, nh\u1ea5n m\u1ea1nh l\u1ee3i \u00edch tr\u01b0\u1edbc m\u1eaft, gi\u00fap l\u1eadp k\u1ebf ho\u1ea1ch c\u1ee5 th\u1ec3<\/td><td>Tin nh\u1eafn g\u1eedi 10 ng\u00e0y tr\u01b0\u1edbc khi c\u01b0\u1ee1ng ch\u1ebf gi\u00fap gi\u00e1 tr\u1ecb ti\u1ec1n ph\u1ea1t \u0111\u01b0\u1ee3c n\u1ed9p t\u0103ng g\u1ea5p \u0111\u00f4i<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Ngu\u1ed3n: Service v\u00e0 c\u1ed9ng s\u1ef1 (2014).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00e1o c\u00e1o c\u0169ng l\u01b0u \u00fd m\u1ed9t b\u1eaby th\u01b0\u1eddng g\u1eb7p \u1edf nguy\u00ean t\u1eafc X\u00e3 h\u1ed9i: \u0111\u1eebng v\u00f4 t\u00ecnh nh\u1ea5n m\u1ea1nh r\u1eb1ng h\u00e0nh vi x\u1ea5u \u0111ang r\u1ea5t ph\u1ed5 bi\u1ebfn (Service v\u00e0 c\u1ed9ng s\u1ef1, 2014). C\u00e2u &#8220;h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi v\u1eabn ch\u01b0a ti\u00eam ph\u00f2ng&#8221; c\u00f3 th\u1ec3 khi\u1ebfn ng\u01b0\u1eddi \u0111\u1ecdc th\u1ea5y vi\u1ec7c ch\u01b0a ti\u00eam l\u00e0 b\u00ecnh th\u01b0\u1eddng. C\u00e2u &#8220;ph\u1ea7n l\u1edbn ng\u01b0\u1eddi d\u00e2n \u0111\u00e3 ti\u00eam&#8221; truy\u1ec1n t\u1ea3i chu\u1ea9n m\u1ef1c theo h\u01b0\u1edbng ng\u01b0\u1ee3c l\u1ea1i.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00c1p d\u1ee5ng c\u00fa h\u00edch v\u00e0o m\u1ed9t chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng ra sao?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00f3 th\u1ec3 \u0111i theo n\u0103m b\u01b0\u1edbc d\u01b0\u1edbi \u0111\u00e2y. \u0110\u00e2y l\u00e0 quy tr\u00ecnh g\u1ee3i \u00fd, t\u1ed5ng h\u1ee3p t\u1eeb khung EAST v\u00e0 c\u00e1c khuy\u1ebfn ngh\u1ecb ki\u1ec3m ch\u1ee9ng b\u1eb1ng th\u1eed nghi\u1ec7m, kh\u00f4ng ph\u1ea3i m\u1ed9t chu\u1ea9n \u0111\u00e3 \u0111\u01b0\u1ee3c ki\u1ec3m \u0111\u1ecbnh ri\u00eang.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>X\u00e1c \u0111\u1ecbnh m\u1ed9t h\u00e0nh vi c\u1ee5 th\u1ec3.<\/strong> V\u00ed d\u1ee5 &#8220;\u0111\u0103ng k\u00fd kh\u00e1m s\u1ee9c kh\u1ecfe \u0111\u1ecbnh k\u1ef3&#8221; thay v\u00ec &#8220;n\u00e2ng cao nh\u1eadn th\u1ee9c v\u1ec1 s\u1ee9c kh\u1ecfe&#8221;.<\/li>\n\n\n\n<li><strong>T\u00ecm \u0111i\u1ec3m ngh\u1ebdn.<\/strong> Ng\u01b0\u1eddi nh\u1eadn kh\u00f4ng l\u00e0m v\u00ec kh\u00f4ng bi\u1ebft, v\u00ec th\u1ee7 t\u1ee5c phi\u1ec1n, v\u00ec qu\u00ean, hay v\u00ec ngh\u0129 ng\u01b0\u1eddi kh\u00e1c c\u0169ng kh\u00f4ng l\u00e0m?<\/li>\n\n\n\n<li><strong>Ch\u1ecdn \u0111\u00f2n b\u1ea9y EAST ph\u00f9 h\u1ee3p v\u1edbi \u0111i\u1ec3m ngh\u1ebdn.<\/strong> Th\u1ee7 t\u1ee5c phi\u1ec1n th\u00ec l\u00e0m cho D\u1ec5. Hay qu\u00ean th\u00ec nh\u1eafc \u0110\u00fang l\u00fac (Service v\u00e0 c\u1ed9ng s\u1ef1, 2014).<\/li>\n\n\n\n<li><strong>Th\u1eed nghi\u1ec7m tr\u01b0\u1edbc khi m\u1edf r\u1ed9ng.<\/strong> Chia nh\u00f3m ng\u1eabu nhi\u00ean ho\u1eb7c ch\u1ea1y A\/B test \u0111\u1ec3 so s\u00e1nh v\u1edbi c\u00e1ch l\u00e0m c\u0169. C\u00e1c t\u00e1c gi\u1ea3 t\u1ed5ng quan v\u1ec1 ch\u00ednh s\u00e1ch hi\u1ebfn t\u1ea1ng c\u0169ng khuy\u1ebfn ngh\u1ecb d\u00f9ng th\u1eed nghi\u1ec7m ng\u1eabu nhi\u00ean \u0111\u1ec3 ki\u1ec3m tra v\u00e0 \u0111i\u1ec1u ch\u1ec9nh ch\u00ednh s\u00e1ch (Steffel v\u00e0 c\u1ed9ng s\u1ef1, 2019).<\/li>\n\n\n\n<li><strong>\u0110o h\u00e0nh vi th\u1eadt, kh\u00f4ng ch\u1ec9 \u00fd \u0111\u1ecbnh.<\/strong> Trong m\u1ed9t th\u1eed nghi\u1ec7m v\u1ec1 hi\u1ebfn t\u1ea1ng, c\u00fa h\u00edch l\u00e0m t\u0103ng m\u1ee9c s\u1eb5n l\u00f2ng hi\u1ebfn \u0111\u01b0\u1ee3c khai b\u00e1o, nh\u01b0ng ch\u01b0a \u0111\u1ebfn 1% ng\u01b0\u1eddi tham gia th\u1ef1c s\u1ef1 ho\u00e0n t\u1ea5t \u0111\u0103ng k\u00fd ch\u00ednh th\u1ee9c (Steffel v\u00e0 c\u1ed9ng s\u1ef1, 2019).<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">B\u01b0\u1edbc 5 \u0111\u1eb7c bi\u1ec7t quan tr\u1ecdng v\u1edbi ng\u01b0\u1eddi l\u00e0m marcom. M\u1ed9t chi\u1ebfn d\u1ecbch \u0111\u1ea1t nhi\u1ec1u l\u01b0\u1ee3t th\u00edch ch\u01b0a ch\u1eafc \u0111\u00e3 thay \u0111\u1ed5i h\u00e0nh vi. B\u1ea1n c\u00f3 th\u1ec3 xem th\u00eam c\u00e1ch <a href=\"https:\/\/dykhoa.com\/blog\/muc-tieu-va-ngan-sach-truyen-thong\/\">vi\u1ebft m\u1ee5c ti\u00eau truy\u1ec1n th\u00f4ng \u0111o \u0111\u01b0\u1ee3c<\/a> \u0111\u1ec3 g\u1eafn c\u00fa h\u00edch v\u1edbi ch\u1ec9 s\u1ed1 h\u00e0nh vi c\u1ee5 th\u1ec3.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00fa h\u00edch th\u1ef1c s\u1ef1 hi\u1ec7u qu\u1ea3 \u0111\u1ebfn \u0111\u00e2u?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Hi\u1ec7u qu\u1ea3 c\u00f3, nh\u01b0ng th\u01b0\u1eddng nh\u1ecf h\u01a1n nhi\u1ec1u so v\u1edbi c\u00e1c v\u00ed d\u1ee5 n\u1ed5i ti\u1ebfng. \u0110\u00e2y l\u00e0 ph\u1ea7n m\u00e0 nhi\u1ec1u b\u00e0i gi\u1edbi thi\u1ec7u v\u1ec1 c\u00fa h\u00edch th\u01b0\u1eddng b\u1ecf qua. B\u1ea3ng d\u01b0\u1edbi t\u00f3m t\u1eaft ba ngu\u1ed3n b\u1eb1ng ch\u1ee9ng l\u1edbn.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>Nghi\u00ean c\u1ee9u<\/th><th>Quy m\u00f4<\/th><th>K\u1ebft qu\u1ea3 ch\u00ednh<\/th><\/tr><\/thead><tbody><tr><td>Mertens v\u00e0 c\u1ed9ng s\u1ef1 (2022), ph\u00e2n t\u00edch g\u1ed9p<\/td><td>H\u01a1n 200 nghi\u00ean c\u1ee9u, h\u01a1n 450 h\u1ec7 s\u1ed1 \u1ea3nh h\u01b0\u1edfng, kho\u1ea3ng 2,1 tri\u1ec7u ng\u01b0\u1eddi<\/td><td>Hi\u1ec7u \u1ee9ng t\u1eeb nh\u1ecf \u0111\u1ebfn trung b\u00ecnh (d = 0,45); can thi\u1ec7p thay \u0111\u1ed5i c\u1ea5u tr\u00fac l\u1ef1a ch\u1ecdn hi\u1ec7u qu\u1ea3 h\u01a1n can thi\u1ec7p ch\u1ec9 thay \u0111\u1ed5i c\u00e1ch m\u00f4 t\u1ea3 th\u00f4ng tin<\/td><\/tr><tr><td>Maier v\u00e0 c\u1ed9ng s\u1ef1 (2022), ph\u00e2n t\u00edch l\u1ea1i d\u1eef li\u1ec7u tr\u00ean<\/td><td>C\u00f9ng b\u1ed9 d\u1eef li\u1ec7u, c\u00f3 hi\u1ec7u ch\u1ec9nh thi\u00ean l\u1ec7ch xu\u1ea5t b\u1ea3n<\/td><td>Hi\u1ec7u \u1ee9ng trung b\u00ecnh g\u1ea7n nh\u01b0 b\u1eb1ng 0 (d = 0,04); nh\u01b0ng m\u1ee9c kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c nghi\u00ean c\u1ee9u l\u1edbn, n\u00ean m\u1ed9t s\u1ed1 c\u00fa h\u00edch v\u1eabn c\u00f3 th\u1ec3 hi\u1ec7u qu\u1ea3<\/td><\/tr><tr><td>DellaVigna v\u00e0 Linos (2022), th\u1eed nghi\u1ec7m th\u1ef1c \u0111\u1ecba<\/td><td>126 th\u1eed nghi\u1ec7m ng\u1eabu nhi\u00ean, h\u01a1n 23 tri\u1ec7u ng\u01b0\u1eddi<\/td><td>Nghi\u00ean c\u1ee9u \u0111\u0103ng t\u1ea1p ch\u00ed h\u1ecdc thu\u1eadt: t\u0103ng trung b\u00ecnh 8,7 \u0111i\u1ec3m ph\u1ea7n tr\u0103m; th\u1eed nghi\u1ec7m c\u1ee7a \u0111\u01a1n v\u1ecb c\u00fa h\u00edch: ch\u1ec9 1,4 \u0111i\u1ec3m ph\u1ea7n tr\u0103m, nh\u01b0ng v\u1eabn c\u00f3 \u00fd ngh\u0129a th\u1ed1ng k\u00ea<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Ngu\u1ed3n: Mertens v\u00e0 c\u1ed9ng s\u1ef1 (2022); Maier v\u00e0 c\u1ed9ng s\u1ef1 (2022); DellaVigna v\u00e0 Linos (2022).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ec sao c\u00f3 kho\u1ea3ng c\u00e1ch l\u1edbn nh\u01b0 v\u1eady? DellaVigna v\u00e0 Linos (2022) cho r\u1eb1ng thi\u00ean l\u1ec7ch xu\u1ea5t b\u1ea3n trong c\u00e1c t\u1ea1p ch\u00ed h\u1ecdc thu\u1eadt, c\u1ed9ng v\u1edbi c\u1ee1 m\u1eabu nh\u1ecf, c\u00f3 th\u1ec3 gi\u1ea3i th\u00edch to\u00e0n b\u1ed9 s\u1ef1 ch\u00eanh l\u1ec7ch. N\u00f3i \u0111\u01a1n gi\u1ea3n, c\u00e1c nghi\u00ean c\u1ee9u c\u00f3 k\u1ebft qu\u1ea3 \u1ea5n t\u01b0\u1ee3ng d\u1ec5 \u0111\u01b0\u1ee3c \u0111\u0103ng h\u01a1n. \u0110\u00e2y c\u0169ng l\u00e0 b\u00e0i h\u1ecdc v\u1ec1 <a href=\"https:\/\/dykhoa.com\/blog\/khung-hoang-tai-lap-khoa-hoc-replication-crisis\/\">kh\u1ee7ng ho\u1ea3ng t\u00e1i l\u1eadp trong khoa h\u1ecdc<\/a> v\u00e0 l\u00fd do <a href=\"https:\/\/dykhoa.com\/blog\/mot-nghien-cuu-moi-co-du-de-ket-luan\/\">m\u1ed9t nghi\u00ean c\u1ee9u ch\u01b0a \u0111\u1ee7 \u0111\u1ec3 k\u1ebft lu\u1eadn<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1edbi ng\u01b0\u1eddi l\u00e0m truy\u1ec1n th\u00f4ng, m\u1ee9c t\u0103ng 1,4 \u0111i\u1ec3m ph\u1ea7n tr\u0103m kh\u00f4ng ph\u1ea3i l\u00e0 v\u00f4 ngh\u0129a. Khi \u00e1p d\u1ee5ng cho h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi v\u1edbi chi ph\u00ed th\u1ea5p, nh\u01b0 m\u1ed9t l\u00e1 th\u01b0 hay m\u1ed9t tin nh\u1eafn, con s\u1ed1 nh\u1ecf v\u1eabn c\u00f3 th\u1ec3 t\u1ea1o ra t\u00e1c \u0111\u1ed9ng \u0111\u00e1ng k\u1ec3. \u0110i\u1ec1u c\u1ea7n tr\u00e1nh l\u00e0 h\u1ee9a v\u1edbi kh\u00e1ch h\u00e0ng hay l\u00e3nh \u0111\u1ea1o nh\u1eefng m\u1ee9c t\u0103ng &#8220;g\u1ea5p \u0111\u00f4i&#8221; d\u1ef1a tr\u00ean v\u00e0i v\u00ed d\u1ee5 n\u1ed5i ti\u1ebfng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">V\u00ed d\u1ee5 hi\u1ebfn t\u1ea1ng m\u1eb7c \u0111\u1ecbnh d\u1ea1y g\u00ec v\u1ec1 gi\u1edbi h\u1ea1n c\u1ee7a c\u00fa h\u00edch?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00f3 cho th\u1ea5y m\u1ed9t c\u00fa h\u00edch m\u1ea1nh tr\u00ean gi\u1ea5y v\u1eabn ph\u1ee5 thu\u1ed9c v\u00e0o h\u1ec7 th\u1ed1ng ph\u00eda sau. M\u1ed9t nghi\u00ean c\u1ee9u kinh \u0111i\u1ec3n n\u0103m 2003 v\u1ec1 l\u1ef1a ch\u1ecdn m\u1eb7c \u0111\u1ecbnh cho th\u1ea5y: trong c\u00e1c th\u00ed nghi\u1ec7m, ng\u01b0\u1eddi tham gia c\u00f3 kh\u1ea3 n\u0103ng \u0111\u1ed3ng \u00fd hi\u1ebfn t\u1ea1ng cao h\u01a1n r\u00f5 r\u1ec7t khi m\u1eb7c \u0111\u1ecbnh l\u00e0 \u0111\u1ed3ng \u00fd, so v\u1edbi khi ph\u1ea3i t\u1ef1 ch\u1ee7 \u0111\u1ed9ng \u0111\u0103ng k\u00fd (Steffel v\u00e0 c\u1ed9ng s\u1ef1, 2019). T\u1ed5ng quan c\u1ee7a Steffel v\u00e0 c\u1ed9ng s\u1ef1 (2019) x\u00e1c nh\u1eadn c\u00e1c n\u01b0\u1edbc \u00e1p d\u1ee5ng c\u01a1 ch\u1ebf &#8220;m\u1eb7c \u0111\u1ecbnh \u0111\u1ed3ng \u00fd&#8221; c\u00f3 t\u1ec9 l\u1ec7 hi\u1ebfn t\u1ea1ng t\u1eeb ng\u01b0\u1eddi \u0111\u00e3 m\u1ea5t cao h\u01a1n kho\u1ea3ng 30% t\u00ednh trung b\u00ecnh, nh\u01b0ng m\u1ee9c ch\u00eanh l\u1ec7ch r\u1ea5t kh\u00e1c nhau gi\u1eefa c\u00e1c nghi\u00ean c\u1ee9u.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u0169ng t\u1ed5ng quan n\u00e0y ch\u1ec9 ra nhi\u1ec1u gi\u1edbi h\u1ea1n (Steffel v\u00e0 c\u1ed9ng s\u1ef1, 2019):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>H\u1ea1 t\u1ea7ng y t\u1ebf, nh\u01b0 chi ti\u00eau y t\u1ebf v\u00e0 s\u1ed1 trung t\u00e2m gh\u00e9p t\u1ea1ng, c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u00edt nh\u1ea5t ngang v\u1edbi c\u01a1 ch\u1ebf m\u1eb7c \u0111\u1ecbnh.<\/li>\n\n\n\n<li>Khi ng\u01b0\u1eddi m\u1ea5t ch\u01b0a t\u1eebng ch\u1ee7 \u0111\u1ed9ng b\u00e0y t\u1ecf \u00fd mu\u1ed1n, gia \u0111\u00ecnh c\u00f3 th\u1ec3 k\u00e9m ch\u1eafc ch\u1eafn h\u01a1n v\u00e0 t\u1eeb ch\u1ed1i nhi\u1ec1u h\u01a1n. Chile l\u00e0 v\u00ed d\u1ee5 khi t\u1ec9 l\u1ec7 hi\u1ebfn gi\u1ea3m sau khi chuy\u1ec3n c\u01a1 ch\u1ebf.<\/li>\n\n\n\n<li>C\u00f3 th\u1ec3 x\u1ea3y ra ph\u1ea3n \u1ee9ng ng\u01b0\u1ee3c. \u1ede H\u00e0 Lan, nhi\u1ec1u ng\u01b0\u1eddi \u0111\u00e3 \u0111\u0103ng k\u00fd hi\u1ebfn chuy\u1ec3n sang kh\u00f4ng hi\u1ebfn. Brazil b\u00e3i b\u1ecf lu\u1eadt m\u1eb7c \u0111\u1ecbnh \u0111\u1ed3ng \u00fd ch\u1ec9 trong v\u00f2ng m\u1ed9t n\u0103m.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00e0i h\u1ecdc cho marcom: c\u00fa h\u00edch kh\u00f4ng thay th\u1ebf \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 hay ni\u1ec1m tin c\u1ee7a c\u00f4ng ch\u00fang. N\u1ebfu ng\u01b0\u1eddi nh\u1eadn c\u1ea3m th\u1ea5y b\u1ecb &#8220;l\u00f9a&#8221;, c\u00fa h\u00edch c\u00f3 th\u1ec3 ph\u1ea3n t\u00e1c d\u1ee5ng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Khi n\u00e0o c\u00fa h\u00edch tr\u1edf th\u00e0nh thao t\u00fang?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Khi ng\u01b0\u1eddi nh\u1eadn kh\u00f4ng c\u00f2n d\u1ec5 d\u00e0ng t\u1eeb ch\u1ed1i. Theo \u0111\u1ecbnh ngh\u0129a g\u1ed1c, c\u00fa h\u00edch kh\u00f4ng \u0111\u01b0\u1ee3c c\u1ea5m l\u1ef1a ch\u1ecdn n\u00e0o (Thaler &amp; Sunstein, 2008). Hansen (2016) nh\u1ea5n m\u1ea1nh th\u00eam: \u0111\u1ec3 ch\u1ec9 l\u00e0 m\u1ed9t c\u00fa h\u00edch, can thi\u1ec7p ph\u1ea3i d\u1ec5 n\u00e9 tr\u00e1nh v\u00e0 t\u1ed1n \u00edt chi ph\u00ed \u0111\u1ec3 n\u00e9 tr\u00e1nh. T\u1eeb hai ti\u00eau ch\u00ed n\u00e0y, b\u1ea1n c\u00f3 th\u1ec3 t\u1ef1 ki\u1ec3m tra m\u1ed9t thi\u1ebft k\u1ebf b\u1eb1ng ba c\u00e2u h\u1ecfi:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ng\u01b0\u1eddi nh\u1eadn c\u00f3 th\u1ec3 ch\u1ecdn kh\u00e1c ch\u1ec9 b\u1eb1ng m\u1ed9t thao t\u00e1c \u0111\u01a1n gi\u1ea3n kh\u00f4ng?<\/li>\n\n\n\n<li>N\u1ebfu ng\u01b0\u1eddi nh\u1eadn bi\u1ebft r\u00f5 thi\u1ebft k\u1ebf n\u00e0y, h\u1ecd c\u00f3 th\u1ea5y b\u1ecb l\u1eeba kh\u00f4ng?<\/li>\n\n\n\n<li>H\u00e0nh vi \u0111\u01b0\u1ee3c h\u00edch t\u1edbi c\u00f3 th\u1ef1c s\u1ef1 c\u00f3 l\u1ee3i cho ch\u00ednh ng\u01b0\u1eddi nh\u1eadn kh\u00f4ng?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t \u00f4 &#8220;\u0111\u1ed3ng \u00fd nh\u1eadn qu\u1ea3ng c\u00e1o&#8221; \u0111\u01b0\u1ee3c tick s\u1eb5n v\u00e0 gi\u1ea5u n\u00fat h\u1ee7y \u1edf n\u01a1i kh\u00f3 t\u00ecm l\u00e0 v\u00ed d\u1ee5 c\u1ee7a thi\u1ebft k\u1ebf kh\u00f3 n\u00e9 tr\u00e1nh. C\u00e1c k\u1ef9 thu\u1eadt t\u1ea1o khan hi\u1ebfm gi\u1ea3 nh\u01b0 &#8220;ch\u1ec9 c\u00f2n 1 ph\u00f2ng&#8221; c\u0169ng d\u1ec5 tr\u01b0\u1ee3t sang thao t\u00fang n\u1ebfu th\u00f4ng tin kh\u00f4ng \u0111\u00fang s\u1ef1 th\u1eadt. B\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ecdc th\u00eam v\u1ec1 c\u01a1 ch\u1ebf t\u00e2m l\u00fd ph\u00eda sau trong b\u00e0i <a href=\"https:\/\/dykhoa.com\/blog\/fomo-tam-ly-dam-dong-marketing\/\">FOMO v\u00e0 t\u00e2m l\u00fd \u0111\u00e1m \u0111\u00f4ng trong marketing<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">C\u00fa h\u00edch c\u00f3 ph\u1ea3i l\u00e0 k\u1ef9 thu\u1eadt marketing m\u1edbi kh\u00f4ng?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Kh\u00f4ng h\u1eb3n. Kh\u00e1i ni\u1ec7m \u0111\u01b0\u1ee3c Thaler v\u00e0 Sunstein ph\u1ed5 bi\u1ebfn qua cu\u1ed1n s\u00e1ch <em>Nudge<\/em> n\u0103m 2008, v\u00e0 Thaler nh\u1eadn gi\u1ea3i Nobel Kinh t\u1ebf n\u0103m 2017 v\u00ec c\u00e1c \u0111\u00f3ng g\u00f3p cho kinh t\u1ebf h\u1ecdc h\u00e0nh vi (Royal Swedish Academy of Sciences, 2017). Nhi\u1ec1u k\u1ef9 thu\u1eadt nh\u01b0 l\u1ef1a ch\u1ecdn m\u1eb7c \u0111\u1ecbnh hay b\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i \u0111\u00e3 c\u00f3 trong th\u1ef1c h\u00e0nh t\u1eeb tr\u01b0\u1edbc, nh\u01b0ng thuy\u1ebft c\u00fa h\u00edch gi\u00fap g\u1ecdi t\u00ean v\u00e0 ki\u1ec3m ch\u1ee9ng ch\u00fang c\u00f3 h\u1ec7 th\u1ed1ng.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Lo\u1ea1i c\u00fa h\u00edch n\u00e0o th\u01b0\u1eddng hi\u1ec7u qu\u1ea3 nh\u1ea5t?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Trong ph\u00e2n t\u00edch g\u1ed9p c\u1ee7a Mertens v\u00e0 c\u1ed9ng s\u1ef1 (2022), c\u00e1c can thi\u1ec7p thay \u0111\u1ed5i c\u1ea5u tr\u00fac l\u1ef1a ch\u1ecdn, nh\u01b0 l\u1ef1a ch\u1ecdn m\u1eb7c \u0111\u1ecbnh, hi\u1ec7u qu\u1ea3 h\u01a1n c\u00e1c can thi\u1ec7p ch\u1ec9 thay \u0111\u1ed5i c\u00e1ch m\u00f4 t\u1ea3 th\u00f4ng tin. Tuy nhi\u00ean, sau khi hi\u1ec7u ch\u1ec9nh thi\u00ean l\u1ec7ch xu\u1ea5t b\u1ea3n, b\u1eb1ng ch\u1ee9ng cho nh\u00f3m c\u1ea5u tr\u00fac v\u1eabn ch\u01b0a ng\u00e3 ng\u0169 (Maier v\u00e0 c\u1ed9ng s\u1ef1, 2022).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Doanh nghi\u1ec7p nh\u1ecf c\u00f3 \u00e1p d\u1ee5ng \u0111\u01b0\u1ee3c c\u00fa h\u00edch kh\u00f4ng?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00f3. Nhi\u1ec1u k\u1ef9 thu\u1eadt trong khung EAST c\u00f3 chi ph\u00ed th\u1ea5p, nh\u01b0 r\u00fat g\u1ecdn bi\u1ec3u m\u1eabu, g\u1eedi l\u1eddi nh\u1eafc \u0111\u00fang l\u00fac hay n\u00eau r\u00f5 s\u1ed1 \u0111\u00f4ng kh\u00e1ch h\u00e0ng \u0111\u00e3 l\u00e0m g\u00ec (Service v\u00e0 c\u1ed9ng s\u1ef1, 2014). \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 th\u1eed nghi\u1ec7m A\/B tr\u00ean ch\u00ednh kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n, v\u00ec hi\u1ec7u qu\u1ea3 th\u1ef1c t\u1ebf th\u01b0\u1eddng th\u1ea5p h\u01a1n c\u00e1c v\u00ed d\u1ee5 \u0111\u01b0\u1ee3c c\u00f4ng b\u1ed1 (DellaVigna &amp; Linos, 2022).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">C\u00fa h\u00edch c\u00f3 thay th\u1ebf \u0111\u01b0\u1ee3c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng kh\u00f4ng?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Kh\u00f4ng n\u00ean coi l\u00e0 thay th\u1ebf. V\u00ed d\u1ee5 hi\u1ebfn t\u1ea1ng cho th\u1ea5y c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 h\u1ea1 t\u1ea7ng, ni\u1ec1m tin v\u00e0 c\u00e1ch truy\u1ec1n th\u00f4ng v\u1edbi gia \u0111\u00ecnh v\u1eabn \u0111\u00f3ng vai tr\u00f2 l\u1edbn (Steffel v\u00e0 c\u1ed9ng s\u1ef1, 2019). C\u00fa h\u00edch hi\u1ec7u qu\u1ea3 nh\u1ea5t khi l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c r\u1ed9ng h\u01a1n, nh\u01b0 c\u00e1ch c\u00e1c <a href=\"https:\/\/dykhoa.com\/blog\/chien-dich-quang-cao-vac-xin-we-can-do-this\/\">chi\u1ebfn d\u1ecbch v\u1eafc xin Covid-19<\/a> k\u1ebft h\u1ee3p nhi\u1ec1u c\u00f4ng c\u1ee5.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u0110i\u1ec1u g\u00ec n\u00ean nh\u1edb?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Thuy\u1ebft c\u00fa h\u00edch cho ng\u01b0\u1eddi l\u00e0m truy\u1ec1n th\u00f4ng m\u1ed9t g\u00f3c nh\u00ecn h\u1eefu \u00edch: thay v\u00ec ch\u1ec9 thuy\u1ebft ph\u1ee5c, h\u00e3y l\u00e0m cho h\u00e0nh vi t\u1ed1t tr\u1edf n\u00ean d\u1ec5, h\u1ea5p d\u1eabn, ph\u1ed5 bi\u1ebfn v\u00e0 \u0111\u00fang l\u00fac. Khung EAST l\u00e0 \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u th\u1ef1c t\u1ebf. Nh\u01b0ng b\u1eb1ng ch\u1ee9ng m\u1edbi cho th\u1ea5y hi\u1ec7u qu\u1ea3 trung b\u00ecnh khi\u00eam t\u1ed1n h\u01a1n nhi\u1ec1u so v\u1edbi c\u00e1c v\u00ed d\u1ee5 n\u1ed5i ti\u1ebfng. H\u00e3y th\u1eed nghi\u1ec7m tr\u00ean \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ee7a b\u1ea1n, \u0111o h\u00e0nh vi th\u1eadt, v\u00e0 lu\u00f4n gi\u1eef cho ng\u01b0\u1eddi nh\u1eadn quy\u1ec1n t\u1eeb ch\u1ed1i d\u1ec5 d\u00e0ng.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u0110\u00f4i l\u1eddi gi\u1edbi thi\u1ec7u<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00e0i vi\u1ebft n\u00e0y \u0111\u01b0\u1ee3c t\u1ed5ng h\u1ee3p b\u1edfi Nguy\u1ec5n Ho\u00e0ng Anh Khoa (<a href=\"https:\/\/dykhoa.com\/blog\/dy-khoa-la-ai\/\">Dy Khoa<\/a>), gi\u1ea3ng vi\u00ean Khoa Quan h\u1ec7 c\u00f4ng ch\u00fang v\u00e0 Truy\u1ec1n th\u00f4ng, Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc V\u0103n Lang, v\u00e0 l\u00e0 ng\u01b0\u1eddi t\u1ed1t nghi\u1ec7p Th\u1ea1c s\u0129 Truy\u1ec1n th\u00f4ng Khoa h\u1ecdc v\u00e0 Thu h\u00fat C\u00f4ng ch\u00fang (Science Communication and Public Engagement) t\u1ea1i Universiti Malaya (UM), Malaysia. \u0110\u00e2y l\u00e0 l\u0129nh v\u1ef1c chuy\u00ean m\u00f4n c\u1ed1t l\u00f5i m\u00e0 anh \u0111\u01b0\u1ee3c \u0111\u00e0o t\u1ea1o b\u00e0i b\u1ea3n v\u00e0 ti\u1ebfp t\u1ee5c theo \u0111u\u1ed5i trong nghi\u00ean c\u1ee9u, gi\u1ea3ng d\u1ea1y v\u00e0 th\u1ef1c h\u00e0nh ngh\u1ec1 nghi\u1ec7p.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u1ebfu b\u1ea1n th\u1ea5y b\u00e0i vi\u1ebft c\u00f3 sai s\u00f3t ho\u1eb7c mu\u1ed1n g\u00f3p \u00fd, vui l\u00f2ng g\u1eedi email v\u1ec1 hi@dykhoa.com.<\/p>\n\n\n\n<details class=\"wp-block-details dk-refs is-layout-flow wp-block-details-is-layout-flow\"><summary>T\u00e0i li\u1ec7u tham kh\u1ea3o (9 ngu\u1ed3n)<\/summary>\n<ul class=\"wp-block-list\">\n<li>Behavioural Insights Team. (2024, ng\u00e0y 16 th\u00e1ng 12). <em>EAST: Four simple ways to apply behavioural insights<\/em>. https:\/\/www.bi.team\/publications\/east-four-simple-ways-to-apply-behavioural-insights\/<\/li>\n\n\n\n<li>DellaVigna, S., &amp; Linos, E. (2022). RCTs to scale: Comprehensive evidence from two nudge units. <em>Econometrica, 90<\/em>(1), 81-116. https:\/\/doi.org\/10.3982\/ECTA18709 (b\u1ea3n m\u1edf: https:\/\/www.nber.org\/papers\/w27594)<\/li>\n\n\n\n<li>Hansen, P. G. (2016). The definition of nudge and libertarian paternalism: Does the hand fit the glove? <em>European Journal of Risk Regulation, 7<\/em>(1), 155-174. https:\/\/doi.org\/10.1017\/S1867299X00005468 (b\u1ea3n m\u1edf: https:\/\/rucforsk.ruc.dk\/ws\/files\/57294350\/ejrr_2016_01_020.pdf)<\/li>\n\n\n\n\n\n<li>Maier, M., Barto\u0161, F., Stanley, T. D., Shanks, D. R., Harris, A. J. L., &amp; Wagenmakers, E.-J. (2022). No evidence for nudging after adjusting for publication bias. <em>Proceedings of the National Academy of Sciences, 119<\/em>(31), e2200300119. https:\/\/doi.org\/10.1073\/pnas.2200300119<\/li>\n\n\n\n<li>Mertens, S., Herberz, M., Hahnel, U. J. J., &amp; Brosch, T. (2022). The effectiveness of nudging: A meta-analysis of choice architecture interventions across behavioral domains. <em>Proceedings of the National Academy of Sciences, 119<\/em>(1), e2107346118. https:\/\/doi.org\/10.1073\/pnas.2107346118<\/li>\n\n\n\n<li>Royal Swedish Academy of Sciences. (2017, ng\u00e0y 9 th\u00e1ng 10). <em>The Prize in Economic Sciences 2017<\/em> [Press release]. https:\/\/www.nobelprize.org\/prizes\/economic-sciences\/2017\/press-release\/<\/li>\n\n\n\n<li>Service, O., Hallsworth, M., Halpern, D., Algate, F., Gallagher, R., Nguyen, S., Ruda, S., Sanders, M., Pelenur, M., Gyani, A., Harper, H., Reinhard, J., &amp; Kirkman, E. (2014). <em>EAST: Four simple ways to apply behavioural insights<\/em>. Behavioural Insights Team. https:\/\/www.bi.team\/publications\/east-four-simple-ways-to-apply-behavioural-insights\/<\/li>\n\n\n\n<li>Steffel, M., Williams, E. F., &amp; Tannenbaum, D. (2019). Does changing defaults save lives? Effects of presumed consent organ donation policies. <em>Behavioral Science &amp; Policy, 5<\/em>(1), 69-88. https:\/\/behavioralpolicy.org\/wp-content\/uploads\/2020\/01\/Does-changing-defaults-save-lives_-Effectd-of-presumed-consent-organ-donation-policies.pdf<\/li>\n\n\n\n<li>Thaler, R. H., &amp; Sunstein, C. R. (2008). <em>Nudge: Improving decisions about health, wealth, and happiness<\/em>. Yale University Press.<\/li>\n<\/ul>\n<\/details>\n","protected":false},"excerpt":{"rendered":"<p>Thuy\u1ebft c\u00fa h\u00edch \u1ee9ng d\u1ee5ng trong truy\u1ec1n th\u00f4ng th\u1ebf n\u00e0o? Khung EAST, quy tr\u00ecnh 5 b\u01b0\u1edbc, b\u1eb1ng ch\u1ee9ng th\u1ef1c s\u1ef1 v\u1ec1 hi\u1ec7u qu\u1ea3 v\u00e0 ranh gi\u1edbi gi\u1eefa c\u00fa h\u00edch v\u00e0 thao t\u00fang.<\/p>\n","protected":false},"author":1,"featured_media":7046,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,5],"tags":[886,884,883,885,882],"dk_series":[],"class_list":["post-7047","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-imc-chien-luoc","category-thuc-hanh-marcom","tag-khung-east","tag-kien-truc-lua-chon","tag-kinh-te-hoc-hanh-vi","tag-thay-doi-hanh-vi","tag-thuyet-cu-hich"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Thuy\u1ebft c\u00fa h\u00edch (nudge) \u1ee9ng d\u1ee5ng th\u1ebf n\u00e0o trong truy\u1ec1n th\u00f4ng?<\/title>\n<meta name=\"description\" content=\"Thuy\u1ebft c\u00fa h\u00edch \u1ee9ng d\u1ee5ng trong truy\u1ec1n th\u00f4ng v\u00e0 marketing th\u1ebf n\u00e0o? Khung EAST, quy tr\u00ecnh 5 b\u01b0\u1edbc, b\u1eb1ng ch\u1ee9ng v\u1ec1 hi\u1ec7u qu\u1ea3 v\u00e0 ranh gi\u1edbi v\u1edbi thao t\u00fang.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dykhoa.com\/blog\/thuyet-cu-hich-nudge-ung-dung\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Thuy\u1ebft c\u00fa h\u00edch (nudge) \u1ee9ng d\u1ee5ng th\u1ebf n\u00e0o trong truy\u1ec1n th\u00f4ng?\" \/>\n<meta property=\"og:description\" content=\"Thuy\u1ebft c\u00fa h\u00edch \u1ee9ng d\u1ee5ng trong truy\u1ec1n th\u00f4ng v\u00e0 marketing th\u1ebf n\u00e0o? 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