{"id":7247,"date":"2019-08-15T14:38:44","date_gmt":"2019-08-15T07:38:44","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=7247"},"modified":"2019-12-06T10:48:26","modified_gmt":"2019-12-06T03:48:26","slug":"khoa-hoc-dang-sau-cua-storytelling","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/khoa-hoc-dang-sau-cua-storytelling\/","title":{"rendered":"Khoa h\u1ecdc \u0111\u1eb1ng sau storytelling"},"content":{"rendered":"

T\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c storytelling \u0111\u00e3 tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn trong th\u1ebf gi\u1edbi marketing ng\u00e0y nay, nh\u01b0ng t\u1ea1i sao storytelling l\u1ea1i ho\u1ea1t \u0111\u1ed9ng t\u1ed1t nh\u01b0 v\u1eady?<\/p>\r\n

Storytelling \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t t\u1eeb th\u00f4ng d\u1ee5ng trong ng\u00e0nh \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong c\u00e1c chi\u1ebfn d\u1ecbch marketing v\u00e0 d\u01b0\u1eddng hi\u1ec7u qu\u1ea3 h\u01a1n\u00a0 so v\u1edbi m\u1ed9t s\u1ed1 chi\u1ebfn thu\u1eadt kh\u00e1c nh\u01b0: thu h\u00fat kh\u00e1ch h\u00e0ng, t\u1ea1o \u0111\u01b0\u1ee3c hi\u1ec7u \u1ee9ng word of mouths, \u0111i\u1ec1u h\u01b0\u1edbng, gi\u00e1o d\u1ee5c kh\u00e1ch h\u00e0ng,… Nh\u01b0ng \u0111i\u1ec1u g\u00ec \u0111\u00e3 l\u00e0m vi\u1ec7c marketing theo storytelling tr\u1edf n\u00ean h\u1ea5p d\u1eabn \u0111\u1ebfn v\u1eady?<\/p>\r\n

Storytelling – truy\u1ec1n t\u1ea3i tr\u1ea3i nghi\u1ec7m\u00a0<\/strong><\/h1>\r\n

N\u00f3i m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n, c\u00e1c c\u00e2u chuy\u1ec7n l\u00e0 h\u01b0\u1edbng d\u1eabn s\u1eed d\u1ee5ng gi\u1ea3i th\u00edch c\u00e1ch ch\u00fang ta \u0111i t\u1eeb \u0110i\u1ec3m A \u0111\u1ebfn \u0110i\u1ec3m B;\u00a0ch\u00eca kh\u00f3a \u1edf \u0111\u00e2y l\u00e0 s\u1ef1 di chuy\u1ec3n t\u1eeb tr\u1ea1ng th\u00e1i n\u00e0y sang tr\u1ea1ng th\u00e1i kh\u00e1c.<\/p>\r\n

Truy\u1ec7n ng\u1ee5 ng\u00f4n c\u1ed5 x\u01b0a c\u1ea3nh b\u00e1o ch\u00fang ta r\u1eb1ng n\u1ebfu ch\u00fang ta ki\u00eau ng\u1ea1o ho\u1eb7c tham lam, ch\u00fang ta c\u00f3 th\u1ec3 k\u1ebft th\u00fac t\u1ed3i t\u1ec7 h\u01a1n l\u00fac ch\u00fang ta b\u1eaft \u0111\u1ea7u, trong khi nh\u1eefng b\u00e0i th\u01a1 s\u1eed thi ca ng\u1ee3i ch\u1ee7 ngh\u0129a anh h\u00f9ng v\u00e0 s\u1ef1 c\u1ed1ng hi\u1ebfn, h\u01b0\u1edbng d\u1eabn ch\u00fang ta c\u1ea7n ph\u1ea3i c\u00f3 m\u1ed9t hi\u1ec7n t\u1ea1i kh\u00f3 kh\u0103n m\u1edbi \u0111\u1ebfn m\u1ed9t t\u01b0\u01a1ng lai t\u1ed1t h\u01a1n –\u00a0t\u1eeb \u0111\u1ea7u \u0111\u1ebfn cu\u1ed1i.<\/p>\r\n

Nh\u1eefng c\u00e2u chuy\u1ec7n gi\u00fap ch\u00fang ta h\u00ecnh dung ra c\u00e1ch ch\u00fang ta c\u00f3 th\u1ec3 c\u1ea3i thi\u1ec7n cu\u1ed9c s\u1ed1ng c\u1ee7a ch\u00ednh m\u00ecnh ho\u1eb7c tr\u00e1nh m\u1ed9t s\u1ed1 ph\u1eadn kh\u00f3 ch\u1ecbu. Ngo\u00e0i c\u00e1ch l\u00e0m th\u1ebf n\u00e0o, nh\u1eefng c\u00e2u chuy\u1ec7n c\u1ee7a ng\u01b0\u1eddi kh\u00e1c c\u0169ng cung c\u1ea5p cho ch\u00fang ta m\u1ed9t l\u00fd do t\u1ea1i sao. B\u1eb1ng c\u00e1ch t\u01b0\u1edfng t\u01b0\u1ee3ng m\u00ecnh s\u1ed1ng theo h\u1eadu qu\u1ea3 c\u1ee7a nh\u1eefng l\u1ef1a ch\u1ecdn nh\u1ea5t \u0111\u1ecbnh, ch\u00fang ta \u0111\u01b0\u1ee3c truy\u1ec1n c\u1ea3m h\u1ee9ng \u0111\u1ec3 h\u00e0nh \u0111\u1ed9ng theo m\u1ed9t c\u00e1ch nh\u1ea5t \u0111\u1ecbnh. R\u1ed1t cu\u1ed9c, vi\u1ec7c thay \u0111\u1ed5i h\u00e0nh vi c\u1ee7a ch\u00fang ta s\u1ebd d\u1ec5 d\u00e0ng h\u01a1n r\u1ea5t nhi\u1ec1u n\u1ebfu ch\u00fang ta c\u00f3 m\u1ed9t m\u1ee5c ti\u00eau r\u00f5 r\u00e0ng \u0111\u1ec3 ti\u1ebfn t\u1edbi.<\/p>\r\n

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Trong m\u1ed9t\u00a0nghi\u00ean c\u1ee9u n\u0103m 2014 , c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u Keith Quesenberry v\u00e0 Michael Coolsen \u0111\u00e3 l\u00e0m s\u00e1ng t\u1ecf vi\u1ec7c \u201cnh\u1eadp kh\u1ea9u s\u1ef1 th\u00fac \u0111\u1ea9y\u201d n\u00e0y \u0111\u1ec3 th\u1ef1c hi\u1ec7n trong qu\u1ea3ng c\u00e1o. Nghi\u00ean c\u1ee9u c\u1ee7a h\u1ecd cho th\u1ea5y s\u1ef1 c\u0103ng th\u1eb3ng k\u1ecbch t\u00ednh \u0111\u01b0\u1ee3c t\u1ea1o ra b\u1edfi m\u1ed9t c\u1ed1t truy\u1ec7n ho\u00e0n ch\u1ec9nh l\u00e0 c\u00f4ng c\u1ee5 \u0111\u1ec3 gi\u1eef cho kh\u00e1n gi\u1ea3 gi\u1ea3i tr\u00ed v\u00e0 tham gia. M\u1eb7t kh\u00e1c, c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 s\u1ef1 h\u00e0i h\u01b0\u1edbc ho\u1eb7c h\u1ea5p d\u1eabn gi\u1edbi t\u00ednh kh\u00f4ng c\u00f3 m\u1ed1i t\u01b0\u01a1ng quan v\u1edbi hi\u1ec7u qu\u1ea3 qu\u1ea3ng c\u00e1o.<\/p>\r\n

Quesenberry v\u00e0 Coolsen \u0111\u00e3 so s\u00e1nh kh\u1ea3 n\u0103ng th\u00edch \u1ee9ng tr\u1ef1c tuy\u1ebfn c\u1ee7a h\u01a1n 100 qu\u1ea3ng c\u00e1o c\u1ee7a Super Bowl v\u1edbi s\u1ed1 l\u01b0\u1ee3ng c\u00e1c h\u00e0nh vi kh\u00e1c nhau.\u00a0H\u1ecd th\u1ea5y r\u1eb1ng qu\u1ea3ng c\u00e1o c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng h\u01a1n, v\u00e0 do \u0111\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng s\u1ebd \u0111\u01b0\u1ee3c xem v\u00e0 chia s\u1ebb n\u1ebfu h\u1ecd d\u1eabn d\u1eaft kh\u00e1n gi\u1ea3 \u0111i qua t\u1ea5t c\u1ea3 n\u0103m \u0111i\u1ec3m c\u1ee7a m\u1ed9t v\u00f2ng cung c\u1ed1t truy\u1ec7n k\u1ecbch t\u00ednh.\u00a0Khi l\u00e0m nh\u01b0 v\u1eady, h\u1ecd \u0111\u00e3 x\u00e1c nh\u1eadn s\u1ee9c m\u1ea1nh c\u1ee7a nh\u1eefng c\u00e2u chuy\u1ec7n \u0111\u1ec3 duy tr\u00ec s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1n gi\u1ea3 v\u00e0 th\u00fac \u0111\u1ea9y h\u00e0nh \u0111\u1ed9ng.<\/p>\r\n

>>> Xem th\u00eam: H\u00e3y qu\u00ean \u201cstorytelling\u201d 2019 r\u1ed3i ph\u1ea3i l\u00e0 \u201cstoryselling\u201d<\/a><\/strong><\/p>\r\n

M\u1ed9t c\u00e2u chuy\u1ec7n hay c\u0169ng l\u00e0m ch\u00fang ta x\u00fac \u0111\u1ed9ng<\/strong><\/h1>\r\n

Tuy nhi\u00ean, theo tr\u1ef1c gi\u00e1c, ch\u00fang ta bi\u1ebft r\u1eb1ng c\u00f3 m\u1ed9t c\u00e1i g\u00ec \u0111\u00f3 nhi\u1ec1u h\u01a1n cho c\u00e2u chuy\u1ec7n.\u00a0M\u1ed9t c\u00e2u chuy\u1ec7n hay c\u00f3 th\u1ec3 khi\u1ebfn ch\u00fang ta b\u1eadt c\u01b0\u1eddi ho\u1eb7c khi\u1ebfn ch\u00fang ta r\u01a1i n\u01b0\u1edbc m\u1eaft.\u00a0C\u01a1 th\u1ec3 ch\u00fang ta c\u0103ng th\u1eb3ng khi \u00e2m nh\u1ea1c k\u1ecbch t\u00ednh vang v\u1ecdng qua m\u1ed9t h\u00e0nh lang t\u1ed1i t\u0103m trong m\u1ed9t b\u1ed9 phim kinh d\u1ecb, v\u00e0 ch\u00fang ta tr\u00e0n ng\u1eadp s\u1ef1 nh\u1eb9 nh\u00f5m khi ng\u01b0\u1eddi anh h\u00f9ng l\u1ee7ng l\u1eb3ng t\u1eeb m\u1ed9t v\u00e1ch \u0111\u00e1 \u0111\u01b0\u1ee3c k\u00e9o \u0111\u1ebfn n\u01a1i an to\u00e0n.\u00a0C\u00e1c nh\u00e0 t\u00e2m l\u00fd h\u1ecdc g\u1ecdi \u0111\u00e2y l\u00e0 \u201ctruy\u1ec1n t\u00e0i tr\u1ea3i nghi\u1ec7m\u201d (experience transportation)<\/p>\r\n

S\u1eed truy\u1ec1n t\u1ea3i cho ph\u00e9p ch\u00fang ta gi\u00e1n ti\u1ebfp tr\u1ea3i nghi\u1ec7m theo m\u1ed9t c\u00e2u chuy\u1ec7n th\u00f4ng qua c\u00e1c nh\u00e2n v\u1eadt c\u1ee7a n\u00f3.\u00a0Khi ch\u00fang ta \u0111\u1ecdc m\u1ed9t cu\u1ed1n ti\u1ec3u thuy\u1ebft h\u1ea5p d\u1eabn ho\u1eb7c xem m\u1ed9t b\u1ed9 phim th\u00fa v\u1ecb, ch\u00fang ta b\u1ecb cu\u1ed1n v\u00e0o h\u00e0nh \u0111\u1ed9ng, \u0111\u01b0\u1ee3c v\u1eadn chuy\u1ec3n m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 v\u00e0o th\u1ebf gi\u1edbi h\u01b0 c\u1ea5u c\u1ee7a c\u00e2u chuy\u1ec7n.\u00a0Cu\u1ed9c \u0111\u1ea5u tranh c\u1ee7a c\u00e1c nh\u00e2n v\u1eadt, v\u00e0 ph\u1ea7n th\u01b0\u1edfng c\u1ee7a h\u1ecd, tr\u1edf th\u00e0nh c\u1ee7a ch\u00fang ta.\u00a0Nh\u01b0ng ch\u00ednh x\u00e1c th\u00ec \u0111i\u1ec1u g\u00ec l\u00e0m cho c\u00e2u chuy\u1ec7n tr\u1edf n\u00ean h\u1ea5p d\u1eabn \u0111\u1ebfn v\u1eady?<\/p>\r\n

M\u1ed9t\u00a0lo\u1ea1t c\u00e1c th\u00ed nghi\u1ec7m\u00a0\u0111\u01b0\u1ee3c ti\u1ebfn h\u00e0nh b\u1edfi nh\u00e0 kinh t\u1ebf h\u1ecdc th\u1ea7n kinh Paul J. Zak c\u00f3 th\u1ec3 gi\u1eef c\u00e2u tr\u1ea3 l\u1eddi.\u00a0Nghi\u00ean c\u1ee9u c\u1ee7a Zak \u0111\u00e3 t\u1eadp trung v\u00e0o vai tr\u00f2 c\u1ee7a oxytocin, m\u1ed9t ch\u1ea5t d\u1eabn truy\u1ec1n th\u1ea7n kinh m\u00e0 Zak \u0111\u00e3 \u0111\u1eb7t t\u00ean l\u00e0 Ch\u1ea5t n\u1ec1n d\u1eabn truy\u1ec1n th\u1ea7n kinh (neurological substrate for the Golden Rule).<\/p>\r\n

Nh\u1eefng c\u00e2u chuy\u1ec7n hay<\/strong><\/h1>\r\n

C\u00e1c th\u00ed nghi\u1ec7m c\u1ee7a Zak \u0111\u00e3 l\u00e0m s\u00e1ng t\u1ecf ba giai \u0111o\u1ea1n quan tr\u1ecdng c\u1ee7a m\u1ed1i quan h\u1ec7 c\u1ee7a ch\u00fang ta v\u1edbi c\u00e1c c\u00e2u chuy\u1ec7n: s\u1ef1 ch\u00fa \u00fd, k\u1ebft n\u1ed1i v\u00e0 h\u00e0nh \u0111\u1ed9ng.\u00a0Trong s\u1ed1 n\u00e0y, vai tr\u00f2 c\u1ee7a s\u1ef1 ch\u00fa \u00fd trong c\u00e1ch storytelling \u0111\u00e3 \u0111\u01b0\u1ee3c hi\u1ec3u r\u00f5.\u00a0Do gi\u1edbi h\u1ea1n b\u00e0i vi\u1ebft, ch\u00fang t\u00f4i s\u1ebd ch\u1ec9 t\u1eadp trung ch\u00fa \u00fd v\u00e0o nh\u1eefng \u0111i\u1ec1u c\u00f3 v\u1ebb quan tr\u1ecdng v\u00e0 nh\u1eefng c\u00e2u chuy\u1ec7n kh\u00f4ng thu h\u00fat s\u1ef1 ch\u00fa \u00fd th\u00ec s\u1ebd kh\u00f4ng th\u1ec3 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p c\u1ee7a h\u1ecd.<\/p>\r\n

\"\"<\/a><\/p>\r\n

Trong m\u1ed9t trong nh\u1eefng th\u00ed nghi\u1ec7m c\u1ee7a m\u00ecnh, Zak \u0111\u00e3 \u0111o nh\u1ecbp tim v\u00e0 s\u1ea3n xu\u1ea5t m\u1ed3 h\u00f4i trong khi h\u1ecd xem nh\u1eefng \u0111o\u1ea1n video ng\u1eafn.\u00a0S\u1eed d\u1ee5ng c\u00e1c s\u1ed1 li\u1ec7u n\u00e0y, anh ta c\u00f3 th\u1ec3 theo d\u00f5i d\u00f2ng ch\u1ea3y v\u00e0 s\u1ef1 ch\u00fa \u00fd trong su\u1ed1t qu\u00e1 tr\u00ecnh c\u1ee7a m\u1ed7i c\u00e2u chuy\u1ec7n.\u00a0\u00d4ng nh\u1eadn th\u1ea5y r\u1eb1ng khi c\u00e1c \u00e2m m\u01b0u x\u00e2y d\u1ef1ng s\u1ef1 h\u1ed3i h\u1ed9p d\u1ef1 \u0111o\u00e1n v\u1ec1 m\u1ed9t cao tr\u00e0o, s\u1ef1 ch\u00fa \u00fd c\u1ee7a ng\u01b0\u1eddi tham gia t\u0103ng l\u00ean \u0111\u00e1ng k\u1ec3.<\/p>\r\n

S\u1ef1 gia t\u0103ng s\u1ea3n xu\u1ea5t oxytocin theo s\u00e1t s\u1ef1 ch\u00fa \u00fd n\u00e0y, \u0111\u1ea1t \u0111\u1ebfn \u0111\u1ec9nh \u0111i\u1ec3m ngay sau khi c\u00e2u chuy\u1ec7n \u0111\u1ea1t \u0111\u1ebfn \u0111\u1ec9nh \u0111i\u1ec3m.\u00a0Khi c\u00e1c nh\u00e2n v\u1eadt tr\u00ean m\u00e0n h\u00ecnh g\u1eb7p ph\u1ea3i v\u00e0 v\u01b0\u1ee3t qua xung \u0111\u1ed9t, nh\u1eefng ng\u01b0\u1eddi tham gia v\u1eabn g\u1eafn b\u00f3 v\u1edbi c\u00e2u chuy\u1ec7n \u0111\u00e3 tr\u1ea3i qua m\u1ee9c \u0111\u1ed9 oxytocin t\u0103ng cao.\u00a0\u0110i\u1ec1u n\u00e0y cho ph\u00e9p h\u1ecd \u0111\u1ed3ng c\u1ea3m v\u1edbi c\u00e1c nh\u00e2n v\u1eadt, v\u00e0 chia s\u1ebb h\u00e0nh tr\u00ecnh c\u1ee7a h\u1ecd.<\/p>\r\n

Ngo\u00e0i nh\u1eefng ng\u01b0\u1eddi tham gia v\u00e0o c\u00e2u chuy\u1ec7n, vi\u1ec7c gi\u1ea3i ph\u00f3ng oxytocin \u0111\u00e3 \u1ea3nh h\u01b0\u1edfng \u0111\u00e1ng k\u1ec3 \u0111\u1ebfn vi\u1ec7c ra quy\u1ebft \u0111\u1ecbnh c\u1ee7a h\u1ecd.\u00a0C\u00f9ng v\u1edbi s\u1ef1 ch\u00fa \u00fd, n\u1ed3ng \u0111\u1ed9 oxytocin c\u00f3 m\u1ed1i t\u01b0\u01a1ng quan t\u00edch c\u1ef1c v\u1edbi s\u1ef1 s\u1eb5n l\u00f2ng quy\u00ean g\u00f3p ti\u1ec1n c\u1ee7a ng\u01b0\u1eddi tham gia \u0111\u1ec3 gi\u00fap \u0111\u1ee1 c\u00e1c nh\u00e2n v\u1eadt tr\u00ean m\u00e0n h\u00ecnh.\u00a0Zak th\u1ea5y r\u1eb1ng hai s\u1ed1 li\u1ec7u n\u00e0y d\u1ef1 \u0111o\u00e1n h\u00e0nh vi t\u1eeb thi\u1ec7n ti\u1ebfp theo v\u1edbi \u0111\u1ed9 ch\u00ednh x\u00e1c 82 ph\u1ea7n tr\u0103m.<\/p>\r\n

Zak \u0111\u00e3 x\u00e1c nh\u1eadn m\u1ed1i li\u00ean h\u1ec7 gi\u1eefa oxytocin v\u00e0 s\u1ef1 \u0111\u1ed3ng c\u1ea3m b\u1eb1ng c\u00e1ch cho ng\u01b0\u1eddi tham gia xem m\u1ed9t lo\u1ea1t c\u00e1c PSA sau khi s\u1eed d\u1ee5ng oxytocin cho m\u1ed9t trong c\u00e1c nh\u00f3m th\u1eed nghi\u1ec7m.\u00a0Nh\u1eefng ng\u01b0\u1eddi tham gia \u0111\u01b0\u1ee3c cho d\u00f9ng oxytocin \u0111\u00e3 b\u00e1o c\u00e1o m\u1ee9c \u0111\u1ed9 quan t\u00e2m cao h\u01a1n \u0111\u1ed1i v\u1edbi c\u00e1c nh\u00e2n v\u1eadt h\u01b0 c\u1ea5u tr\u00ean m\u00e0n h\u00ecnh so v\u1edbi nh\u00f3m \u0111\u1ed1i ch\u1ee9ng v\u00e0 c\u0169ng c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng h\u00e0nh \u0111\u1ed9ng theo nh\u1eefng c\u1ea3m x\u00fac n\u00e0y.<\/p>\r\n

>>>Xem th\u00eam: \u0110i\u1ec1u g\u00ec \u0111\u1ec3 t\u1ea1o n\u00ean m\u1ed9t chi\u1ebfn d\u1ecbch Viral Marketing?<\/a><\/strong><\/p>\r\n

Ph\u00e9p \u1ea9n d\u1ee5 l\u00e0 nh\u1eefng c\u00e2u chuy\u1ec7n c\u01a1 b\u1ea3n nh\u1ea5t<\/strong><\/h1>\r\n

M\u1eb7c d\u00f9 t\u00ednh n\u0103ng \u0111\u1ed9ng c\u1ee7a c\u1ed1t truy\u1ec7n l\u00e0 m\u1ed9t th\u00e0nh ph\u1ea7n quan tr\u1ecdng trong kh\u1ea3 n\u0103ng giao ti\u1ebfp c\u1ee7a n\u00f3, nh\u01b0ng s\u1ebd th\u1eadt ng\u00e2y th\u01a1 n\u1ebfu b\u1ecf b\u00ea n\u1ed9i dung c\u1ee7a c\u00e2u chuy\u1ec7n.\u00a0T\u1eeb nghi\u00ean c\u1ee9u c\u1ee7a Zak, ch\u00fang ta bi\u1ebft r\u1eb1ng b\u1ed9 n\u00e3o c\u1ee7a ch\u00fang ta ph\u1ea3n \u1ee9ng v\u1edbi di\u1ec5n bi\u1ebfn c\u1ee7a c\u1ed1t truy\u1ec7n trong nh\u1eefng c\u00e2u chuy\u1ec7n kh\u00f4ng th\u1ec3 ch\u1ea5p nh\u1eadn \u0111\u01b0\u1ee3c c\u0169ng nh\u01b0 c\u00e1ch c\u00e2u chuy\u1ec7n \u0111\u00f3 \u0111\u01b0\u1ee3c \u201cn\u00f3i gi\u1ea3m, n\u00f3i tr\u00e1nh\u201d d\u01b0\u1eddi h\u00ecnh h\u00e0i nh\u00e2n v\u1eadt kh\u00e1c nh\u1eb9 nh\u00e0ng h\u01a1n. \u0110\u00f3 ch\u00ednh l\u00e0 ph\u00e9p \u1ea9n d\u1ee5 (Metaphor)<\/p>\r\n

\"\"<\/a><\/p>\r\n

T\u1eeb Methorhor c\u00f3 ngu\u1ed3n g\u1ed1c t\u1eeb m\u1ed9t t\u1eeb Hy L\u1ea1p c\u1ed5 \u0111\u1ea1i c\u00f3 ngh\u0129a l\u00e0 chuy\u1ec3n \u0111\u1ed5i truy\u1ec1n t\u1ea3i. Gi\u1ed1ng nh\u01b0 nh\u1eefng c\u00e2u chuy\u1ec7n nh\u1ecf, ph\u00e9p \u1ea9n d\u1ee5 m\u00e3 h\u00f3a nh\u1eefng \u00fd t\u01b0\u1edfng ph\u1ee9c t\u1ea1p trong m\u1ed9t h\u00ecnh th\u1ee9c n\u00e0o \u0111\u00f3 th\u01b0\u1eddng xuy\u00ean.\u00a0Ch\u00fang ta tr\u1ef1c gi\u00e1c s\u1eed d\u1ee5ng ph\u00e9p \u1ea9n d\u1ee5 \u0111\u1ec3 m\u00f4 t\u1ea3 c\u1ea3m gi\u00e1c c\u1ee7a m\u00ecnh (v\u00ed d\u1ee5, t\u00f4i \u0111\u00e3 c\u00f3 m\u1ed9t\u00a0ng\u00e0y \u0111\u1ea7y ch\u00f4ng gai – \u00fd ch\u1ec9 ng\u00e0y \u0111\u1ea7y kh\u00f3 kh\u0103n). Nh\u01b0ng cho \u0111\u1ebfn g\u1ea7n \u0111\u00e2y, ch\u00fang t\u00f4i kh\u00f4ng hi\u1ec3u t\u1ea1i sao vi\u1ec7c s\u1eed d\u1ee5ng h\u00ecnh \u1ea3nh t\u01b0\u1ee3ng h\u00ecnh l\u1ea1i l\u00e0 m\u1ed9t c\u00e1ch h\u1ea5p d\u1eabn \u0111\u1ec3 th\u1ec3 hi\u1ec7n \u00fd t\u01b0\u1edfng.<\/p>\r\n

May m\u1eafn thay, m\u1ed9t s\u1ed1 th\u00ed nghi\u1ec7m th\u1ea7n kinh h\u1ecdc g\u1ea7n \u0111\u00e2y (fMRI) \u0111\u00e3 b\u1eaft \u0111\u1ea7u ti\u1ebft l\u1ed9 \u0111i\u1ec1u g\u00ec l\u00e0m cho ph\u00e9p \u1ea9n d\u1ee5 tr\u1edf n\u00ean\u00a0h\u1ea5p d\u1eabn<\/em>\u00a0.\u00a0M\u1eb7c d\u00f9 m\u1ed7i c\u00e1i \u0111\u01b0\u1ee3c ti\u1ebfn h\u00e0nh \u0111\u1ed9c l\u1eadp, nh\u01b0ng ch\u00fang c\u00f9ng nhau cho th\u1ea5y ch\u00fang ta x\u1eed l\u00fd c\u00e1c ph\u00e9p \u1ea9n d\u1ee5 b\u1eb1ng h\u00ecnh \u1ea3nh gi\u00e1c quan ho\u1eb7c \u0111\u1ed9ng c\u01a1 (v\u00ed d\u1ee5, nh\u00e2n v\u1eadt th\u1ea5y \u00e1nh s\u00e1ng, ho\u1eb7c nh\u00e2n v\u1eadt \u0111\u00e3 h\u1ebft th\u1eddi gian)<\/p>\r\n

Trong m\u1ed9t nghi\u00ean c\u1ee9u, ng\u01b0\u1eddi tham gia \u0111\u01b0\u1ee3c y\u00eau c\u1ea7u \u0111\u1ecdc\u00a0t\u1eeb m\u00f9i h\u01b0\u01a1ng li\u00ean quan \u0111\u1ebfn\u00a0nh\u01b0 \u201choa nh\u00e0i\u201d ho\u1eb7c \u201cqu\u1ebf\u201d, trong khi h\u1ecd nghe\u00a0nh\u1eefng \u1ea9n d\u1ee5 k\u1ebft c\u1ea5u\u00a0nh\u01b0 \u201c\u0111\u00f3 l\u00e0 thu\u1eadn bu\u1ed3m xu\u00f4i gi\u00f3\u201d.\u00a0Trong t\u1ea5t c\u1ea3 c\u00e1c nghi\u00ean c\u1ee9u, nh\u1eefng ng\u01b0\u1eddi tham gia c\u0169ng \u0111\u01b0\u1ee3c ti\u1ebfp x\u00fac v\u1edbi c\u00e1c bi\u1ec3u th\u1ee9c trung t\u00ednh c\u1ee7a H\u1ed3i gi\u00e1o \u0111\u00f3ng vai tr\u00f2 ki\u1ec3m so\u00e1t.<\/p>\r\n

Trong m\u1ecdi th\u00ed nghi\u1ec7m, c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u ph\u00e1t hi\u1ec7n ra r\u1eb1ng khi nh\u1eefng ng\u01b0\u1eddi tham gia ti\u1ebfp x\u00fac v\u1edbi c\u00e1c t\u1eeb c\u1ea3m gi\u00e1c ho\u1eb7c v\u1eadn \u0111\u1ed9ng, th\u00ec c\u00e1c gi\u00e1c quan ho\u1eb7c v\u1ecf v\u1eadn \u0111\u1ed9ng t\u01b0\u01a1ng \u1ee9ng c\u1ee7a h\u1ecd \u0111\u01b0\u1ee3c k\u00edch ho\u1ea1t c\u00f9ng v\u1edbi v\u1ecf ng\u00f4n ng\u1eef c\u1ee7a h\u1ecd.\u00a0C\u00e1c t\u1eeb ho\u1eb7c c\u1ee5m t\u1eeb trung l\u1eadp kh\u00f4ng g\u1ee3i ra m\u1ed9t ph\u1ea3n \u1ee9ng t\u01b0\u01a1ng t\u1ef1, x\u00e1c nh\u1eadn m\u1ed1i li\u00ean h\u1ec7 gi\u1eefa vi\u1ec7c x\u1eed l\u00fd c\u00e1c tr\u1ea3i nghi\u1ec7m v\u1eadt l\u00fd c\u1ee7a ch\u00fang ta v\u00e0 c\u00e1c \u1ea9n d\u1ee5 \u0111\u1ec1 c\u1eadp \u0111\u1ebfn ch\u00fang.<\/p>\r\n

C\u00e2u chuy\u1ec7n – s\u1ef1 k\u1ebft n\u1ed1i \u0111\u1ed3ng c\u1ea3m\u00a0<\/strong><\/h1>\r\n

Oxytocin l\u00e0m cho c\u00e2u chuy\u1ec7n tr\u1edf n\u00ean s\u1ed1ng \u0111\u1ed9ng b\u1eb1ng c\u00e1ch x\u00e2y d\u1ef1ng c\u00e1c k\u1ebft n\u1ed1i \u0111\u1ed3ng c\u1ea3m gi\u1eefa kh\u00e1n gi\u1ea3 v\u00e0 c\u00e1c nh\u00e2n v\u1eadt m\u00e0 h\u1ecd tr\u1ea3i nghi\u1ec7m.\u00a0Nh\u1eefng ph\u1ea7n gi\u1ed1ng nhau trong n\u00e3o c\u1ee7a ch\u00fang ta m\u00e0 ch\u00fang ta s\u1eed d\u1ee5ng \u0111\u1ec3 ng\u1eedi ho\u1eb7c v\u1eaby c\u0169ng gi\u00fap ch\u00fang ta hi\u1ec3u nh\u1eefng t\u1eeb ch\u00fang ta s\u1eed d\u1ee5ng \u0111\u1ec3 m\u00f4 t\u1ea3 nh\u1eefng tr\u1ea3i nghi\u1ec7m \u0111\u00f3.\u00a0Trong khi c\u00e1c c\u01a1 ch\u1ebf n\u00e0y l\u00e0 kh\u00e1c nhau, c\u1ea3 hai \u0111\u1ec1u \u0111\u00f3ng g\u00f3p v\u00e0o s\u1ee9c m\u1ea1nh bi\u1ec3u c\u1ea3m c\u1ee7a c\u00e2u chuy\u1ec7n.<\/p>\r\n

Nh\u1eefng hi\u1ec3u bi\u1ebft v\u1ec1 th\u1ea7n kinh nh\u1ea5n m\u1ea1nh t\u1ea7m quan tr\u1ecdng c\u1ee7a c\u0103ng th\u1eb3ng k\u1ecbch t\u00ednh v\u00e0 m\u1ed9t c\u1ed1t truy\u1ec7n ho\u00e0n ch\u1ec9nh, v\u00e0 ch\u00fang g\u1ee3i \u00fd v\u1ec1 gi\u00e1 tr\u1ecb c\u1ee7a vi\u1ec7c s\u1eed d\u1ee5ng h\u00ecnh \u1ea3nh.\u00a0Quan tr\u1ecdng nh\u1ea5t, h\u1ecd mang l\u1ea1i nhi\u1ec1u ch\u1ea5t c\u1ea7n thi\u1ebft cho cu\u1ed9c tr\u00f2 chuy\u1ec7n storytelling.\u00a0Khi x\u00e1c nh\u1eadn tr\u1ef1c gi\u00e1c c\u1ee7a ch\u00fang t\u00f4i v\u1ec1 nh\u1eefng ph\u1ea9m ch\u1ea5t thi\u1ebft y\u1ebfu c\u1ee7a n\u00f3, h\u1ecd \u0111\u00e3 v\u1ea1ch ra m\u1ed9t kh\u00f3a h\u1ecdc h\u01b0\u1edbng t\u1edbi s\u1ef1 hi\u1ec3u bi\u1ebft nhi\u1ec1u h\u01a1n v\u1ec1 giao ti\u1ebfp hi\u1ec7u qu\u1ea3.<\/p>\r\n

Theo Peter Minnium<\/p>","protected":false},"excerpt":{"rendered":"T\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c storytelling \u0111\u00e3 tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn trong th\u1ebf gi\u1edbi marketing ng\u00e0y nay, nh\u01b0ng t\u1ea1i sao storytelling l\u1ea1i ho\u1ea1t \u0111\u1ed9ng t\u1ed1t nh\u01b0 v\u1eady? Storytelling \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t t\u1eeb th\u00f4ng d\u1ee5ng trong ng\u00e0nh \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong c\u00e1c chi\u1ebfn d\u1ecbch marketing v\u00e0 d\u01b0\u1eddng hi\u1ec7u qu\u1ea3 h\u01a1n\u00a0 so v\u1edbi m\u1ed9t s\u1ed1 chi\u1ebfn [...]","protected":false},"author":4,"featured_media":7251,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74,128],"tags":[644],"class_list":["post-7247","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-chia-se-kien-thuc","tag-chien-luoc-marketing",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/7247","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=7247"}],"version-history":[{"count":3,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/7247\/revisions"}],"predecessor-version":[{"id":9428,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/7247\/revisions\/9428"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/7251"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=7247"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=7247"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=7247"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}