__________ N o a h

Goldstein, Steve Martin, Robert Cialdini

Yes!
36+14 chc thuyt phc bt k ai

36

+14

CHC THUYT PHC BT K AI

Chng ti lun mong mun nhn c nhng kin ng gp ca qu v c gi

sch ngy cng hon thin hn.

Gp v sch, lin h v bn tho v bn dch: publication@alphabooks.vn

Lin h v dch v bn quyn: copyright@alphabooks.vn

YES!: 50 Secrets from the science of Persuasion

Copyright 2008 by Noah J. Goldstein, Steve J. Martin, Robert B. Cialdini.
All rights reserved including the rights of reproduction in whole or in part in any form.
YES!: 36+14 CHC THUYT PHC BT K AI
Bn quyn ting Vit 2010 Cng ty Sch Alpha
Khng phn no trong xut bn phm ny c php sao chp
hay pht hnh di bt k hnh thc hoc phng tin no
m khng c s cho php trc bng vn bn ca Cng ty Sch Alpha.
Ba: Nguyn Ngc Thy
Bin tp vin Alpha Books: Trn Th Khuyn

__________ N o a h

Goldstein, Steve Martin, Robert Cialdini

Noah J. Goldstein, Steve J. Martin

Robert B. Cialdini

Yes!
36+14 chc thuyt phc bt k ai
HongThMinhHiudch

NH XUT BN LAO NG X HI

Yes! 36

+14

chc thuyt phc bt k ai _________________________

Trn trng gii thiu cc cun sch thuc dng

M PHN & THUYT PHC

1.

Ngh thut giao tip thnh cng, tc gi: Leil Lowndes,

s trang: 375, gi ba: 64.000

2.

Nhng cuc m phn quyt nh, tc gi: Kerry

Patterson, Joseph Grenny,
Ron McMillan, Al Switzler, s trang: 316, gi ba: 64.000

3.

Nhng cuc i u quyt nh, tc gi: Kerry Patterson,

Joseph Grenny,
Ron McMillan, Al Switzler, s trang: 386, gi ba: 74.000

4.

Sc mnh thuyt phc, tc gi: Kurt W. Mortensen, s

trang: 400, gi ba: 59.000

5.

Thuyt phc bng tm l, tc gi: Robert B. Cialdini, s

trang: 392, gi ba: 74.000

6.

Bn c th m phn bt c iu g, tc gi: Herb Cohen,

s trang: 336,
gi ba: 64.000

7.

Khng th => c th, tc gi: Dave Lakhani, s trang: 248,

gi ba: 45.000

8.

Tc nhn xoay chuyn, tc gi: Kerry Patterson, Joseph

Grenny, Ron McMillan,
Al Switzler, David Maxfiel, s trang: 332, gi ba: 59.000

9.

Khng th b la di, tc gi: David J. Lieberman, s trang:

252, gi ba: 49.000

__________ N o a h

Goldstein, Steve Martin, Robert Cialdini

MC LC

Li gii thiu ...................................................................... 11

1. Bn c th tng hiu qu thuyt phc ca mnh bng

cch
ko ngi nghe vo cuc nh th no? ...................... 19

2. iu g bin tm l by n thnh mt cht xc tc

khc? ........................................................................... 26

3. Sai lm ph bin no khin cc thng ip b t hy

hoi? ............................................................................ 31

4. Khi thuyt phc phn tc dng, lm th no bn c th

trnh c
sc hp dn trung gian?............................................ 37

5. C phi a ra cng nhiu s chn la s khin ngi

ta
cng gim hng th hn?............................................ 41

6. Khi no hng tng km li tr thnh lc cn? ............. 47

7. Sn phm mi vi tnh nng vt tri c th mang li

doanh thu nhiu hn sn phm ng loi km u th

nh th no?................................................................ 51
5

Yes! 36

+14

chc thuyt phc bt k ai _________________________

8. S s hi c tnh cht thuyt phc hay s lm bn b t

lit? .............................................................................. 55

9. Chi c tng c th dy chng ta cch to ra

nhng bc chuyn bin y tnh thuyt phc nh th

no? ............................................................................. 59

10.....................................................................V
t dng vn phng no c th gip nng tm nh hng
ca bn? ...................................................................... 65

11.....................................................................T
i sao cc nh hng khng nn cc gi ko bc h
ti ca ra vo? ............................................................. 68

12.....................................................................
iu g to nn sc cun ht khi khng c nhng si dy
gn kt? ....................................................................... 72

13.....................................................................H
nh vi gip ging nh ru hay bnh m?............. 76

14.....................................................................M
t bc i nh c th to nhy vt nh th no? ... 80

15.....................................................................L
m th no tr thnh bc thy Jedi trong khoa hc
thuyt phc? ................................................................ 85

16.....................................................................M
t cu hi n gin c th c bit tng cng s h tr
cho bn v nhng tng ca bn nh th no? ...... 89

17.....................................................................C
ht xc tc no cho cam kt di lu?........................... 93

18.....................................................................L
m th no bn c th u tranh
vi tnh nht qun bng tnh kin nh?....................... 98

__________ N o a h

Goldstein, Steve Martin, Robert Cialdini

19.....................................................................T
h thut thuyt phc no bn c th hc c t
benjamin franklin?...................................................... 102

20.....................................................................K
hi no vic yu cu ch mt t thi c th mang li
thnh cng ln? ......................................................... 106

21.....................................................................G
i khi im cao hay thp? gi no s khin khch mua
hng? ......................................................................... 109

22.....................................................................L
m th no ph trng ra m khng b gn mc l t
lng x? .................................................................... 113

23.....................................................................N
guy c tim n ca vic tr thnh ngi ni bt nht
trong khn phng l g? ............................................. 118

24.....................................................................C
hng ta c th hc iu g t tnh chuyn quyn? ..... 123

25.....................................................................C
c cuc hp nhm c th dn ti
nhng thm ha qui d nh th no?....................... 127

26.....................................................................A
i c kh nng thuyt phc tt hn? ngi gy ra tranh
ci
phn bin s ng hay ngi c chnh kin thc s?
................................................................................... 131

27.....................................................................K
hi no cch lm ng li tr nn khng ph hp?..... 135

28.....................................................................C
ch no tt nht bin th yu tr thnh th mnh?
................................................................................... 139

Yes! 36

+14

chc thuyt phc bt k ai _________________________

29.....................................................................N
hng khuyt im no gii phng ro cn cho con
ngi? ....................................................................... 143

30.....................................................................K
hi no vic tha nhn li sai v mnh l ng n?... 147

31.....................................................................K
hi no bn nn vui v v my ch b hng?................ 152

32.....................................................................B
ng cch no nhng im tng ng c th to nn
s khc bit? ............................................................. 156

33.....................................................................K
hi no tn ca bn th hin iu bn ang v d nh s
lm? ........................................................................... 160

34.....................................................................T
h tht no chng ta nn hc t
nhng ngi tng tri nghim chng? ................. 166

35.....................................................................N
ci no c th khin c th gii mm ci li vi
bn? ........................................................................... 172

36.....................................................................B
n hc c g t vic tch tr nhng chic khn tri
bn? ........................................................................... 176

37.....................................................................B
n hc c g t s tht bi? .................................. 182

38.....................................................................T
n no s cng c nhng n lc thuyt phc ca
bn? ........................................................................... 189

39.....................................................................K
hi no yu cu a ra nhiu l do c th li l mt sai
lm? ........................................................................... 194

__________ N o a h

Goldstein, Steve Martin, Robert Cialdini

40.....................................................................T
n gi n gin c th khin n tng gi tr nh th
no? ........................................................................... 198

41.....................................................................C
ch gieo vn trong cu ni c th
tng tnh thuyt phc ca bn nh th no? ............. 203

42.....................................................................B
i tp nh bng bng gy dy chng ta iu g v
thuyt phc? .............................................................. 208

43.....................................................................L
m th no bn c c li th trong
hnh trnh tm kim s trung thnh? .......................... 212

44.....................................................................H
p bt ch mu dy chng ta iu g v thuyt phc? 216

45.....................................................................L
m th no truyn ti thng ip ca bn
n khng bao gi b lng qun ............................. 219

46.....................................................................V
t dng no c th thuyt phc mi ngi phn nh gi
tr ca h? .................................................................. 227

47.....................................................................T
m trng u bun s khin cuc thng thuyt ca bn
tr nn ti t?............................................................. 232

48.....................................................................L
m th no cm xc c th lm thay i s thuyt phc
................................................................................... 237

49.....................................................................
iu g khin mi ngi tin vo mi th h c?......... 240

50.....................................................................N
hng qun c ph thc y tm nh hng ca bn

Yes! 36

+14

chc thuyt phc bt k ai _________________________

nh th no?.............................................................. 244
nh hng trong th k XXI ............................................ 247
nh hng mang tnh o c........................................ 278
nh hng trong thc t.................................................. 283

10

__________ N o a h

Goldstein, Steve Martin, Robert Cialdini

Yes!
LI GII THIU

Nuthgiilmtsnkhuthchnhngthayirtnh
tronglithoicabncngcthtorahiungln.
Din vin hi kch Henny Youngman k cho chng ta
nghemtcuchuyncivchuynlutrcangnh
sau:ylkhchsnkiugvy!Khntmtovmn
nnitikhcthngnichicvalicamnh.
Tuynhin,trongvinmqua,nhngtnhhungkh
xmkhchlutrgpphithayi.Giy,vn
c nn thay khn tm trong phng cho khch hay
khng c thay th bng mi quan tm l liu c
nnkhchdnglikhntmtrongsutthigianlu
trcah.Vinhngcamktbovmitrngngy
cngtngcacckhchsn,ngycngnhiukhchdu
lchcyucutisdngnhiulnmtkhntm,
nhmbovnguntinguyn,titkimnnglngv
11

Yes! 36

+14

chc thuyt phc bt k ai _________________________

gimlngbtgitnguyhithiramitrng.Trong
ascctrnghp,nhngyucunycthhin
didngtbmdntrongphngtm.
Nhngtbmnychotacinhnsuscvnhng
bncakhoahcthuytphc.
thngipphthuytiascmnhthuytphc
canivicckhchlutrtrnmikhacnhv
thcstrthnhmtnglcthcy,nhngngnt
no nn c vit vo t bm c sc thuyt phc
lnnhttidukhch?Cutrliscbnlunkh
k tronghai chng tiptheo,nhng trc tin tann
xemxtvnnhngngithitkthngiplmth
no khch l khch lu tr tham gia nhng chng
trnhbovmitrngkiuny.Mtcuciutrav
thng ip ti hng lot khch sn trn ton cu cho
thy,thngiptrncctbmchyukhuynkhch
khchdnglikhntmbngcchhngschca
hvomctiuduynhtlbovmitrng.Khch
lutrluncthngtinrngtisdngkhntm
sgipbovnguntinguyn,trnhchomitrng
bsuythoivkitquhnna.Nhngthngtinny
thng ikmvinhnghnh nh rt bt mt vmi
sinh nh cu vng, nhng cn ma, nhng cnh rng
nhiti,vthmchcloitunlcna.
Chinlcthuytphckiunydngnhchiu
qu.Vd,mttrongnhngnhcungcptbmvi
mc ch trn bo co rng a s khch lu tr c c
hithamgiachngtrnhutisdngkhntmt
12

__________ N o a h

Goldstein, Steve Martin, Robert Cialdini

nhtmtlntrongsutthigianli.Tlthamgia
ca khch nh vo nhng tbm ny c th thy l
thtntng.
Tuynhin,ccnhtmlxhiluntmnhiucch
khcnhaungdngkinthckhoahcvoviclp
chnh sch hiu qu hn. Ging nh nhiu bin qung
co trn ng ph vi li mi cho Hy t qung
cocabny,nhngtbmkugitisdng
khn tm cng cho mi, thm ch cu xin chng ta
Hythnghimtngcabny.Vth,chng
ta tham gia. V, nh chng ti s phn tch phn
sau,cthsuylunrng,chcnmtthayinhtrong
ccharayucuthchuicckhchsncncth
tcktqutthnnhiu.
Ttnhin,vicmingilmsaonngcaotnhhiu
qu ca cc chin dch bo v mi trng theo ng
hngchlvnnh.Nhnrnghn,chngticho
rng, kh nng thuyt phc ngi khc ca bt c ai
cng c th ci thin c bng cch hc v p dng
nhngchinlcthuytphcckhoahcchng
minhlrtthnhcng.Nhccbnsthytrongcun
schny,chvithayinhtrongthngipcngc
th khin chng c sc thuyt phc hn nhiu. Chng
tismiutiudatrnccnghincu,mts
dochngtithchin,mtsdoccnhkhoahckhc
tin hnh, lm r thm quan im ny trong tng
ng cnh khc nhau. Chng ti s tho lun v cc
13

Yes! 36

+14

chc thuyt phc bt k ai _________________________

nguynlngsaunhngktquphthinc.Mc
tiuchnhcachngtilcungcpchobncnhng
hiubitsuscvqutrnhphntchtmlncha
bkpgynhhngtingikhcvthayithi,
hnhvicahtheohngclichocibn.Cng
vi vic a ra nhiu chin lc thuyt phc hiu qu
v hp chun mc o c, chng ti cn bn lun
nhngcchthcgipbnphngvhagiinhng
tcngtinhthaytrcdinlnqutrnharaquyt
nhcabn.
Quan trng l, thay v da vo tro lu tm l thi
thng hay nhng tri nghim c nhn phin din,
chngtisbnluntikhacnhtmlcbntrong
cc chin lc gy nh hng x hi kh thnh cng
da trn cc dn chng khoa hc thuyt phc. Chng
tistinhnhiunybngccharavivdkh
cthgiithchbnglgiikhoahcdatrnhiubit
suscvtmlgynhhngxhi.Vd,khinghe
tinmttrongnhngvgiohongnitingcalchs
hiniquai,ngitaxticccahiucch
hngnghndmmuanhngmnlunimchng
linquangnvgiohong,tathnhVaticanhay
nhthCatholic?Chngticngsaracinhnsu
sc v vic cung cp thit b vn phng n l c th
khin n lc thuyt phc ngi khc ca bn c bit
trnnhiuquhn.LukeSkywalker1cthdychng
LukeSkywalker:MtnhnvttrongphimChintranhgiaccvsao,
lcontraicaAnakinSkywalker(DarthVader).

14

__________ N o a h

Goldstein, Steve Martin, Robert Cialdini

ta iu g v lnh o, nhng sai lm no trong m

thoi dn ti vic gy ng p lng ng, lm sao
chuyn th yu thnh mnh, v i khi, ti sao vic t
nh gi bn thn v b ngi khc nh gi nh
mtchuyngia,cthrtnguyhim.

Thuyt phc l mt khoa hc, ch khng phi

mt ngh thut
Cho n nay, thuyt phc c nghin cu mt
cchkhoahctronghnnathk.Tuynhin,nhng
nghincuvthuytphcvncnlmtbmtkhoa
hc, thng c ng ti trn cc tp ch khoa hc
chuynngnh.Xemxtmtslnglnccnghincu
v ti ny c th gip ch cho vic l gii v sao
nghin cu ny li c quan tm thng xuyn n
vy.Chnghngcnhinkhinhngngicnhiula
chnvcchthcgynhhngtingikhclic
nhngquytnhdatrnsuynghvinntngtrong
cc lnh vc nh kinh t, khoa hc chnh tr v chnh
schcngng.Tuynhin,iukhhiuch,nhng
ngi a ra quyt nh li thng khng quan tm
nnhnglthuythayngdngsnctronglnhvc
tmlconngi.
Mtlgiichorng,trivivichquantmrasao
ticclnhvckinht,khoahcchnhtrhaychnhsch
cng ng, h u phi hc hi t ngi khc t
cmttrnhnhtnh.Nhngmingilingh
rnghshunhnghiubitmangtnhtrcquanv
15

Yes! 36

+14

chc thuyt phc bt k ai _________________________

cc quy lut tm l n gin da trn o c sng v

vic tip xc vi ngi khc. Kt qu l, h dng nh
khng hc c hay tham vn c cc nghin cu v
tmlkhiaraquytnh.Quttinvomnhkhin
hmtinhiuchigynhhngtingikhc
haythn,pdngsainhngnguyntctml,gyhi
chochnhmnhvngixungquanh.
Bn cnh vic qu da vo nhng tri nghim c
nhn,mingicnquttinvovictbngtasuy
rabngngi.Vd,tisaonhnvintipthlichn
tbmthitkchtptrungduynhtvonhngtc
ng ca chng trnh n mi trng? C l h
cnglmcivicmhuhtchngtacngslm
khithi,iugthcytithamgiachngtrnh
bngvictisdngnhngchickhntmch?Bng
vic t vn ng c ca bn thn, h s nhn ra rng
vicnhnmnhvonhnggitrvsngnhtca
mnhvitcchmtcnhnquantmnvnmi
trngslmtnglccbit.Nhnglmnhvy,
h vn cha nhn ra c cch c th tng s lng
ngithamgiachbngvicthayivingnttrong
liyucu.
Thuytphclmtkhoahc.Nhngslsailmkhi
chorngnlmtnghthut.Mcdnhngnghsti
ba c th hc c cc k nng nhm khai thc ti a
khnngcamnh,songmtnghsthnhdanhlich
yu da vo ti nng v kh nng sng to ca mnh,
nhng th m khng mt thy no c th truyn th
16

__________ N o a h

Goldstein, Steve Martin, Robert Cialdini

c.Maythay,khngphiltrnghpcakhoa
hc thuyt phc. Thm ch vi nhng ngi t ngh
mnhkhngckhnngthuytphckhihkhngth
dnimtatrchichicngcthhccch
trthnhngickhnngthuytphcttrnh
caobngcchsdngnhngchinlcckhoa
hcchngminhlhiuqu.
D bn l gim c, lut s, y t, nh hoch nh
chnhsch,ngicungcpthcphm,giovinhaybt
ccngvicgichngna,thcunschnycvit
ragipbntrthnhbcthyvthuytphc.Chng
tisbnlunnhngchinlccthdatrnnhng
iummtngitrongnhmchngti,tcgiRobert
J.Cialdini,cpntrongtcphmcangmang
tn Influence: Science and Practice (Tm dch: Gy nh
hngKhoahcvthchnh)visunguynlmang
tnhtoncuvgynhhngxhi:sptr(chng
tacmthycnghavplinhutngikhc),uy
th(chngtatrngivoccchuyngiavngcho
chng ta), s cam kt v s nht qun (chng ta mun
hnhngnhtquntheonhngcamktvnhnggi
tr ca mnh), s khan him (ngun cung cp cng t,
chngtacngmuncn),thincm(cngqumnmi
ngi, chng ta cng c nhiu iu mun ni c vi
h)vbngchngxhi(chngtaquanstngikhc
lmgnhhngchohnhngcamnh).Chng
tisgiinghanhngnguynltrnvcchchngth
hin trong nhiu vn cnh c th, song chng ti s
17

Yes! 36

+14

chc thuyt phc bt k ai _________________________

khng t gii hn mnh vo nhng v kh . Mc d

su v kh l cha kha cho phn ln cc chin lc
gy nh hng x hi nhng, vn cn nhiuchin lc
thuyt phc da trn cc yu t tm l con ngi m
chngtiscngccbnkhmph.
Chng ti cng s nu bt tc dng ca cc chin
lctrongnhiuhoncnhkhcnhau,tptrungkhng
chticngsmcncnhnggiaothipcnhnca
bnvd,vitcchlbccham,ngihngxm
haybnb.Nhnglikhuynchngtiarartthc
t,gipnhhnghnhng,mangtnhoccao
vdthchin,likhngqutncngschaytinbc.
Chng ti mong mun rng sau khi c xong cun
schny,khotrithcvcchthuytphccabnsc
thmrtnhiunhngchinlcgynhhngxhi
c khoa hc chng thc m lc no bn cng s
cnn.

18

__________ N o a h

Goldstein, Steve Martin, Robert Cialdini

1
Bn c th tng hiu qu thuyt
phc ca mnh bng cch ko
ngi nghe vo cuc nh th
no?

Ngy nay, cc chng trnh truyn hnh tr tin,

didngthngtinqungcotrnnphbincng
vi xu hng pht trin t ca cc knh truyn hnh
sn c. Colleen Szot l mt trong nhng nh bin kch
bn thnh cng nht trong ngh bin tp cc chng
trnhtruynhnhkiuny.Thmmtldothvkhc:
bncnhvicvitmtsmcthngtinqungconi
ting,gnyblisngtoramtchngtrnhnh
btklcbnhngcaknhmuasmgiadngrt
nkhchvntntignhaiminm.Mcdcs
dng cc yu t chung ging nh hu ht cc chuyn
mcthngtinqungcokhc,vinhngngntchau
chut, nhng khn gi cung nhit v chiu thc ku
gi s dng sn phm ca nhng ngi ni ting,
nhngSzotchcnthayibattronglithoiqung
19

Yes! 36

+14

chc thuyt phc bt k ai _________________________

covnccoilchunmc.iunykhincho
s lng ngi chn mua cc sn phm ca b tng
nhanhchng.ngluhn,batychngtcho
cc khch hng tim nng bit qu trnh t mua mt
sn phm khng h d dng. l nhng t g v ti
saochnglicscmnhthcydoanhsbnhng
vtbcnhth?
SzotthayilichohngquenthucHincc
tng i vin ang i, xin qu khch vui lng gi
ngaythnhNucctngivinangbn,xinqu
khchvuilnggili.Minghequathsthayi
c v nh khng sng sut cho lm. Nhng thc t,
thngipnylimunnivikhchhngrnghc
thphimtcngivquayschonkhicngi
nhc my. Tuy nhin, quan im vn cn nhiu hoi
nghibquascmnhcanguynlbngchng
xhi.Nimtcchngngn,khicmthykhngchc
chnvmthnhvingxno,ngitathngc
xuhngphngtmmtraxavmongingikhc
chdnchophilmg.TrongvdvCollenSzot,khi
nghe cu Hin cc tng i vin ang i ngi ta
thng tng tng ra cc chui hnh nh nh: rt
nhiunhnvintnhtanguoingidamngtay
hayvnvcctphiumuahngtrongkhichibn
nhngchicmyinthoiimhilngting.
No, by gi hy xem cm nhn ca bn v sn
phmsthayinhthnonubncnghecu
niNucctngivinangbn,xinqukhchvui
20

__________ N o a h

Goldstein, Steve Martin, Robert Cialdini

lng gi li. Thay v tng tng ra hng di nhn

vin thiu nng ng v nhn ri, c l bn s thy
nhng nhn vin ang mit mi tr li ht cuc in
thoinyncucinthoikhc,tngchngkhng
bao gi dt. Khi li thoi c chnh sa, ngi
xem qung co thc hin theo hnh vi ca ngi
khc,ngayckhinhngngihontonndanh.
Xt cho cng, Cc ng dy ang bn ngha l
nhngngiangxemmcthngtinqungcoging
mnhcnganggiin.
Nhiuphthinkinhintrongtmlxhihc
chngminhscmnhcabngchngxhicthgy
nhhngtihnhvicangikhc.Lyvd,trong
mt th nghim do nh nghin cu khoa hc Stanley
Milgram v cc ng nghip tin hnh, tr t ca h
dngchntimtvahngccathnhphNew
York v nhn ln bu tri 60 giy. Hu ht ngi qua
nguthnnhinilixungquanhnginng
nymchngmymayquantmxemanhtaangnhn
cig.Tuynhin,khiccnhkhoanghincuhuyng
thm bn ngi n ng na lm thnh nhm nhng
ngi ang ngm bu tri, th s lng ngi qua
nggianhpnhmnytnggpbnln.
Mcdkhngcgphinghingrnghnhving
x cangi khc chnh l ngun ng lcc tm nh
hngxhimnhm,songchngtinhnthy,khihi
nhngngithamgianghincuxemliuhnhving
xcangikhcctcngnhkhng,ttthyu
21

Yes! 36

+14

chc thuyt phc bt k ai _________________________

khngnhlkhng.Nhngccnhtmlxhithc
nghimhiurtr.Hbitrngnnglcnhnthcca
conngivccyutnhhngnhnhvingx
camnhlrtkm.Cl,lmttrongnhngldo
giithch ti sao nhng ngi thitk t bm khuyn
khch ti s dng khn tm li khng ngh n vic s
dngnguynlbngchngxhinhmtlith.Khi
tvnbnthn:iugkhuynkhchmnhth?,h
loitrchnhsnhhngcangikhctrnthc
ttcngnhnhvicamnh.Ktqul,hdnh
httmtrvovictisdngkhntmcthgpphn
bovmitrngnhthno,mtnglcmtnht,
xtbni,ncnglinquanmtthitnhnhving
xmhmongmun.
ngquntmhiuxemphnlnkhchlutrkhi
nhn thy bin hiu ku gi s dng li khn tm c
thcstisdngkhntmtnhtmtvilntrong
sutthigianhnghhaykhng?iugsxyra
nuchngtachnthunthngbomtsththin
nhin? N c nh hng n vic tham gia chin dch
bo v mi trng ca h khng? Hai trong s cc tc
givmtsnhnghincukhcquytnhkim
chngxemliubinhiukugitisdngkhntm
chuyn ti thng ip ny c thc s thuyt phc hn
binhiucsdngrngkhptrongngnhdch
vkhchsnhaykhng.
thchiniuny,vishptccamtgim
ckhchsn,chngticngthaitmbintrongcc
22

__________ N o a h

Goldstein, Steve Martin, Robert Cialdini

phng. Mt tm bin truyn ti thng ip bo v mi

trng n thun m hu ht cc khch sn u s
dng.N yu cu khch lu trchung tay bo v mi
trngvnguntinguynthinthinnhinbngcch
thamgiachngtrnhny.Tmbinthhaikhaithc
tritbngchngxhivithngiprtchnthc:
Phn ln khch lu tr ti khch sn ti s dng
nhngchickhntmcahtnhtmtlntrongsut
thi gian lu tr. Hai tm bin ny, cng nh cc vt
dngkhcmchngtiscpphnsaucacun
sch,ctmtcchngunhintrongccphng
khcnhaucakhchsn.
Ngynay,ccnhtmlxhithcnghimrtmay
mnkhiccingtrlnghincusinhihc
lunnhittnhgiphthuthpdliu.Tuynhin,nh
ccbncthmngtngc,khngnhngcctr
lnghincucachngtimcccvkhchlutr
ucmthykhchuvivicccnhnghinculn
vo cc phng tm thu thp thng tin. V hi ng
klutnhtrngcngkhngtnngiuny(ngay
cccbmcachngticngbytthitngt
v vn ny). May mn thay, nhng nhn vin phc
v phng tt bng tnh nguyn thu thp thng tin
chochngti.Trongngyutinphcvphngcho
mivkhch,hchcnghichpxemliuccvkhch
cchncchdnglitnhtmtkhntmhaykhng.
Khiphntchccdliu,chngtiphthinrarng
nhng khchlutr bit chuhtcc khchkhc
23

Yes! 36

+14

chc thuyt phc bt k ai _________________________

cng tng dng li khn tm (lc hp dn ca bng

chngxhi),thngipmchngtichathybtk
khchsnnosdng,cngcxuhnglmtheonh
vy. Con s ny cao hn 26% so vi nhng khch ch
nhn thy thng ip bo v mi trng n thun
khuynkhchtisdngkhntm.iucngng
nghavivicscthm26%sngithamgiachng
trnhbovmitrng,pngchtiura,ium
chng ti d dng t c nh thay i mt vi t
trong tm bin nhm chuyn ti iu m nhng ngi
khcanglm.qulmttinbvtbcdatrn
vicmingichorngcctmbinhontonkhng
ctcnggnh.
Nhiuphthinchothy,scmnhcabngchng
x hi c th mang li hiu qu rt ln khi bn n lc
thuytphcngikhc.Ttnhin,bncngngxao
nhng tm quan trng ca cch bn truyn t thng
tin.Khngischngnhittnhhngngvibipht
biu kiu nh Ny, cc bn! Hy l mt con cu v
thamgiabycu.Beeeeeee!.Mtbiphtbiusctch
vmchlcnhHythamgiacngvivirtnhiu
ngikhctrongvicchungtaybovmitrngs
nhncnhiusngthunhn.
Ngoi tc ng i vi cc chnh sch cng, bng
chngxhicngphthuyscmnhtolntrongcng
vic ca bn. Bn cnh vic cho bn cc snphm bn
chyvinhngsliuthngkntng,bncncth
chuyn ti s a chung ca sn phm na (hy lin
24