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Psychology Principles Guide

16 marketing psychology

by minhnv0807 · MIT license · ★ 599 on GitHub

16 marketing psychology cover

Dung khi can hieu VI SAO nguoi ta mua va ap dung nguyen tac tam ly vao marketing — khan hiem, bang chung xa hoi, cam ket nhat quan, uy tin, co lai, neo gia, ac cam mat mat — kem cach dua vao copy, landing page, email, ads va dieu chinh…

---
name: 16-marketing-psychology
description: "Dung khi can hieu VI SAO nguoi ta mua va ap dung nguyen tac tam ly vao marketing — khan hiem, bang chung xa hoi, cam ket nhat quan, uy tin, co lai, neo gia, ac cam mat mat — kem cach dua vao copy, landing page, email, ads va dieu chinh theo van hoa Viet Nam. Kich hoat khi user nhac 'tam ly khach hang', 'marketing psychology', 'FOMO', 'social proof', 'khan hiem', 'Cialdini', 'lam sao thuyet phuc khach', 'trigger cam xuc', 'khach doc xong van khong hanh dong'. Khong dung cho — viet copy thanh pham thi dung skill 05-copy-quang-cao; dong goi goi ban va bonus thi dung skill 31-offer-design; chan doan mot trang cu the khong ra don thi dung skill 68-cro-audit-trang."
metadata:
  version: 1.0.1
  category: strategy
license: MIT
related:
  - product-marketing-context
  - 05-copy-quang-cao
  - 12-brief-landing-page
  - 09-insight-khach-hang
---

# Marketing Psychology

## Thu thap thong tin

Overview

Nguyen tac: Nguoi ta cam thay nghia vu tra on khi nhan duoc gia tri truoc.

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Marketing Psychology

Thu thap thong tin

Buoc 0: Kiem tra context

Doc .agents/product-marketing-context.md neu co.

Buoc 1: Hoi user (toi da 3 cau)
  1. Ap dung vao dau? (Copy ads / Landing page / Email / Video / Social post)
  2. Muc tieu? (Tang chuyen doi / Giam do do du / Tao khan cap / Xay trust)
  3. Tep khach hang gi? (Cold / Warm / Hot — tep nong can trigger khac tep lanh)

7 nguyen tac tam ly (Cialdini + VN context)

1. Reciprocity (Co di co lai)

Nguyen tac: Nguoi ta cam thay nghia vu tra on khi nhan duoc gia tri truoc.

Ap dung VN:

  • Tang free guide, checklist, template truoc khi ban
  • Tu van mien phi 15 phut
  • Sample mien phi (beauty), dan thu (F&B), demo (SaaS)
  • "Tang" qua sinh nhat, ngay 20/10, 8/3

Cau trigger: "Tang ban ... — khong can mua"

Ket qua do duoc: Tang lead 2-3x so voi direct sell.

2. Commitment & Consistency (Cam ket + Nhat quan)

Nguyen tac: Khi da cam ket nho, nguoi ta xu huong tiep tuc cam ket lon hon.

Ap dung VN:

  • Micro-yes: Hoi nhung cau khach phai tra loi "co" truoc khi chao ban
  • Quiz tuong tac truoc CTA (vd: "Ban thuoc loai da nao?")
  • Free trial → paid (neu da dung 7 ngay, kha nang tiep tuc cao)
  • Save product → add to cart → checkout (tung buoc nho)

Cau trigger: "Ban muon ... dung khong?" (khach tra loi co roi moi chao ban)

3. Social Proof (Bang chung xa hoi)

Nguyen tac: Nguoi ta tin hanh dong dam dong hon quang cao.

Ap dung VN (cuc quan trong o VN):

  • Con so cu the: "1,247 khach da trai nghiem" > "Nhieu khach da dung"
  • Review co ten thuc + anh thuc: khong dung stock photo, khong ten gia
  • UGC/KOC: Video that cua khach > quang cao brand
  • Livestream "so nguoi xem": VN rat quan tam so viewer
  • Google Reviews, Shopee reviews 4.8+: hien thi ro trang
  • "Dang co X nguoi xem san pham nay" — tao cam giac dam dong

Cau trigger: "[Con so] khach da ..." / "[Ten nguoi] noi: ..."

4. Authority (Uy tin)

Nguyen tac: Nguoi ta tin chuyen gia co uy tin.

Ap dung VN:

  • Chung chi, bang cap: "Bac si da lieu 15 nam kinh nghiem"
  • Xuat hien tren bao chi: VnExpress, Tuoi Tre, Thanh Nien
  • Dau tu / quy lon: "Duoc dau tu boi [quy]"
  • Hop tac doi tac lon: "Doi tac chinh thuc cua [thuong hieu]"
  • Thong ke + research: "Nghien cuu cua [vien] cho thay..."

Cau trigger: "[Ten chuyen gia] - [chung chi/kinh nghiem]"

5. Liking (Thien cam)

Nguyen tac: Nguoi ta mua tu nguoi ho thich.

Ap dung VN:

  • Founder story: Chia se hanh trinh, that lua, khong bong bay
  • Behind-the-scenes: Nhan vien, quy trinh, ngay lam viec
  • Tuong dong van hoa: Dung tu ngu vung mien, meme VN
  • Personal brand cua founder: Van mang lai trust hon brand vo danh
  • Community: Facebook Group, Zalo Community — nguoi nhu minh dang dung

Cau trigger: "Chi [ten] — founder - chia se: ..."

6. Scarcity (Khan hiem)

Nguyen tac: Cai gi khan hiem duoc cho la co gia tri hon.

Ap dung VN (can that, khong gia):

  • Limited quantity: "Chi con 5 slot tuan nay"
  • Limited time: "Uu dai het 23h59 dem nay"
  • Exclusive: "Chi danh cho [thanh vien/khach cu/khach VIP]"
  • Countdown timer: Tren landing page, popup exit intent
  • Flash sale: "Trong 2h toi"

Luu ý: Khach VN da rat quen scarcity fake → chi dung khi that su khan hiem. Neu fake bi phat hien = mat trust manh.

Cau trigger: "Chi con [so cu the] — [deadline cu the]"

7. Unity (Cung phe, cung nhom)

Nguyen tac: Nguoi ta mua tu brand/nhom ho thuoc ve.

Ap dung VN:

  • Dat ten cong dong: "Gia dinh [Brand]", "OPA-er", "Team [Brand]"
  • Su dung "chung minh, chung ta" — khong phai "ban va chung toi"
  • Event noi bo cho khach cu: offline gathering, webinar VIP
  • Dan nhan: "Danh cho nhung ai..." "Neu ban la..."
  • Brand manifesto: Tuyen ngon gia tri nho nguoi cung gia tri

Cau trigger: "Neu ban la [nhan dang] — bai nay danh cho ban"

Bang ap dung theo tep khach hang

Tep Ap dung uu tien Tranh
Cold (TOFU) Reciprocity (tang gia tri), Social proof (con so), Liking (story) Scarcity (som qua), Authority gia
Warm (MOFU) Authority (chuyen mon), Social proof (review cu the), Commitment (micro-yes) Scarcity (chua du tin de hieu la that)
Hot (BOFU) Scarcity (deadline that), Commitment (tiep tuc yes), Unity (nhom VIP) Too much reciprocity (chan cong ty moi)

Ap dung vao thuc te

Landing page
[Hero] Authority: "[Ten chuyen gia] - [uy tin]" + Unity: "Danh cho [nhan dang]"
[Problem] Liking: "Chung minh hieu ban dang ..."
[Solution] Reciprocity: Tang checklist/demo free
[Proof] Social Proof: So khach + review + logo bao chi
[Price] Scarcity: "Chi [X] slot con lai tuan nay" (neu that)
[CTA] Commitment: "Ban sap trai nghiem ..." (tien luong)
Email subject line
Curiosity (to mo):       "Tai sao 94% khach spa khong quay lai lan 2?"
Authority (uy tin):      "[Bac si da lieu]: 3 sai lam khi trj mun"
Scarcity (khan cap):     "24h cuoi — uu dai [con so] khach dau"
Social proof (dam dong): "1,200 chi da chuyen sang ... — co ban chua?"
Personal (ca nhan):      "[Ten khach], minh co gi do cho ban"
Ad copy (Facebook)
[Social proof]:  "1,247 khach spa tin dung — ban thu chua?"
[Scarcity]:      "Chi 30 slot tuan nay — giam 30% facial premium"
[Authority]:     "Bac si da lieu 15 nam - Chia se quy trinh tri mun khong de seo"
[Liking]:        "Chao, minh la [Ten founder]. Minh tao spa nay vi ..."

Quy tac vang

  1. Khong lam dung. Dung 1-2 nguyen tac trong 1 content — khong quang cao 7 thu cung luc.
  2. Khong gia. Scarcity gia, review gia, authority gia bi phat hien = chet brand.
  3. Phu hop van hoa. Authority o VN khac My — dung bac si/chuyen gia co bang cap that.
  4. Phu hop tep. Cold audience can Liking truoc; Hot audience can Scarcity.
  5. Test va do. Ap dung xong phai A/B test — khong phai ly thuyet dung la hieu qua.

Checklist chat luong

  • Chon dung 1-2 nguyen tac (khong nhieu hon)
  • Phu hop tep khach hang (cold/warm/hot)
  • Khong co yeu to gia (scarcity, review, authority)
  • Dung ngon ngu khach hang noi (tu product-marketing-context)
  • Co A/B test plan de do hieu qua
  • Phu hop van hoa VN (khong copy nguyen xi tu nguoi nuoc ngoai)
1---
2name: 16-marketing-psychology
3description: "Dung khi can hieu VI SAO nguoi ta mua va ap dung nguyen tac tam ly vao marketing — khan hiem, bang chung xa hoi, cam ket nhat quan, uy tin, co lai, neo gia, ac cam mat mat — kem cach dua vao copy, landing page, email, ads va dieu chinh theo van hoa Viet Nam. Kich hoat khi user nhac 'tam ly khach hang', 'marketing psychology', 'FOMO', 'social proof', 'khan hiem', 'Cialdini', 'lam sao thuyet phuc khach', 'trigger cam xuc', 'khach doc xong van khong hanh dong'. Khong dung cho — viet copy thanh pham thi dung skill 05-copy-quang-cao; dong goi goi ban va bonus thi dung skill 31-offer-design; chan doan mot trang cu the khong ra don thi dung skill 68-cro-audit-trang."
4metadata:
5 version: 1.0.1
6 category: strategy
7license: MIT
8related:
9 - product-marketing-context
10 - 05-copy-quang-cao
11 - 12-brief-landing-page
12 - 09-insight-khach-hang
13---
14 
15# Marketing Psychology
16 
17## Thu thap thong tin
18 
19### Buoc 0: Kiem tra context
20Doc `.agents/product-marketing-context.md` neu co.
21 
22### Buoc 1: Hoi user (toi da 3 cau)
231. **Ap dung vao dau?** (Copy ads / Landing page / Email / Video / Social post)
242. **Muc tieu?** (Tang chuyen doi / Giam do do du / Tao khan cap / Xay trust)
253. **Tep khach hang gi?** (Cold / Warm / Hot — tep nong can trigger khac tep lanh)
26 
27---
28 
29## 7 nguyen tac tam ly (Cialdini + VN context)
30 
31### 1. Reciprocity (Co di co lai)
32 
33**Nguyen tac:** Nguoi ta cam thay nghia vu tra on khi nhan duoc gia tri truoc.
34 
35**Ap dung VN:**
36- Tang free guide, checklist, template truoc khi ban
37- Tu van mien phi 15 phut
38- Sample mien phi (beauty), dan thu (F&B), demo (SaaS)
39- "Tang" qua sinh nhat, ngay 20/10, 8/3
40 
41**Cau trigger:** "Tang ban ... — khong can mua"
42 
43**Ket qua do duoc:** Tang lead 2-3x so voi direct sell.
44 
45### 2. Commitment & Consistency (Cam ket + Nhat quan)
46 
47**Nguyen tac:** Khi da cam ket nho, nguoi ta xu huong tiep tuc cam ket lon hon.
48 
49**Ap dung VN:**
50- Micro-yes: Hoi nhung cau khach phai tra loi "co" truoc khi chao ban
51- Quiz tuong tac truoc CTA (vd: "Ban thuoc loai da nao?")
52- Free trial → paid (neu da dung 7 ngay, kha nang tiep tuc cao)
53- Save product → add to cart → checkout (tung buoc nho)
54 
55**Cau trigger:** "Ban muon ... dung khong?" (khach tra loi co roi moi chao ban)
56 
57### 3. Social Proof (Bang chung xa hoi)
58 
59**Nguyen tac:** Nguoi ta tin hanh dong dam dong hon quang cao.
60 
61**Ap dung VN (cuc quan trong o VN):**
62- **Con so cu the:** "1,247 khach da trai nghiem" > "Nhieu khach da dung"
63- **Review co ten thuc + anh thuc:** khong dung stock photo, khong ten gia
64- **UGC/KOC:** Video that cua khach > quang cao brand
65- **Livestream "so nguoi xem":** VN rat quan tam so viewer
66- **Google Reviews, Shopee reviews 4.8+:** hien thi ro trang
67- **"Dang co X nguoi xem san pham nay"** — tao cam giac dam dong
68 
69**Cau trigger:** "[Con so] khach da ..." / "[Ten nguoi] noi: ..."
70 
71### 4. Authority (Uy tin)
72 
73**Nguyen tac:** Nguoi ta tin chuyen gia co uy tin.
74 
75**Ap dung VN:**
76- **Chung chi, bang cap:** "Bac si da lieu 15 nam kinh nghiem"
77- **Xuat hien tren bao chi:** VnExpress, Tuoi Tre, Thanh Nien
78- **Dau tu / quy lon:** "Duoc dau tu boi [quy]"
79- **Hop tac doi tac lon:** "Doi tac chinh thuc cua [thuong hieu]"
80- **Thong ke + research:** "Nghien cuu cua [vien] cho thay..."
81 
82**Cau trigger:** "[Ten chuyen gia] - [chung chi/kinh nghiem]"
83 
84### 5. Liking (Thien cam)
85 
86**Nguyen tac:** Nguoi ta mua tu nguoi ho thich.
87 
88**Ap dung VN:**
89- **Founder story:** Chia se hanh trinh, that lua, khong bong bay
90- **Behind-the-scenes:** Nhan vien, quy trinh, ngay lam viec
91- **Tuong dong van hoa:** Dung tu ngu vung mien, meme VN
92- **Personal brand cua founder:** Van mang lai trust hon brand vo danh
93- **Community:** Facebook Group, Zalo Community — nguoi nhu minh dang dung
94 
95**Cau trigger:** "Chi [ten] — founder - chia se: ..."
96 
97### 6. Scarcity (Khan hiem)
98 
99**Nguyen tac:** Cai gi khan hiem duoc cho la co gia tri hon.
100 
101**Ap dung VN (can that, khong gia):**
102- **Limited quantity:** "Chi con 5 slot tuan nay"
103- **Limited time:** "Uu dai het 23h59 dem nay"
104- **Exclusive:** "Chi danh cho [thanh vien/khach cu/khach VIP]"
105- **Countdown timer:** Tren landing page, popup exit intent
106- **Flash sale:** "Trong 2h toi"
107 
108**Luu ý:** Khach VN da rat quen scarcity fake → chi dung khi that su khan hiem. Neu fake bi phat hien = mat trust manh.
109 
110**Cau trigger:** "Chi con [so cu the] — [deadline cu the]"
111 
112### 7. Unity (Cung phe, cung nhom)
113 
114**Nguyen tac:** Nguoi ta mua tu brand/nhom ho thuoc ve.
115 
116**Ap dung VN:**
117- **Dat ten cong dong:** "Gia dinh [Brand]", "OPA-er", "Team [Brand]"
118- **Su dung "chung minh, chung ta"** — khong phai "ban va chung toi"
119- **Event noi bo cho khach cu:** offline gathering, webinar VIP
120- **Dan nhan:** "Danh cho nhung ai..." "Neu ban la..."
121- **Brand manifesto:** Tuyen ngon gia tri nho nguoi cung gia tri
122 
123**Cau trigger:** "Neu ban la [nhan dang] — bai nay danh cho ban"
124 
125---
126 
127## Bang ap dung theo tep khach hang
128 
129| Tep | Ap dung uu tien | Tranh |
130|-----|----------------|-------|
131| **Cold (TOFU)** | Reciprocity (tang gia tri), Social proof (con so), Liking (story) | Scarcity (som qua), Authority gia |
132| **Warm (MOFU)** | Authority (chuyen mon), Social proof (review cu the), Commitment (micro-yes) | Scarcity (chua du tin de hieu la that) |
133| **Hot (BOFU)** | Scarcity (deadline that), Commitment (tiep tuc yes), Unity (nhom VIP) | Too much reciprocity (chan cong ty moi) |
134 
135---
136 
137## Ap dung vao thuc te
138 
139### Landing page
140 
141```
142[Hero] Authority: "[Ten chuyen gia] - [uy tin]" + Unity: "Danh cho [nhan dang]"
143[Problem] Liking: "Chung minh hieu ban dang ..."
144[Solution] Reciprocity: Tang checklist/demo free
145[Proof] Social Proof: So khach + review + logo bao chi
146[Price] Scarcity: "Chi [X] slot con lai tuan nay" (neu that)
147[CTA] Commitment: "Ban sap trai nghiem ..." (tien luong)
148```
149 
150### Email subject line
151 
152```
153Curiosity (to mo): "Tai sao 94% khach spa khong quay lai lan 2?"
154Authority (uy tin): "[Bac si da lieu]: 3 sai lam khi trj mun"
155Scarcity (khan cap): "24h cuoi — uu dai [con so] khach dau"
156Social proof (dam dong): "1,200 chi da chuyen sang ... — co ban chua?"
157Personal (ca nhan): "[Ten khach], minh co gi do cho ban"
158```
159 
160### Ad copy (Facebook)
161 
162```
163[Social proof]: "1,247 khach spa tin dung — ban thu chua?"
164[Scarcity]: "Chi 30 slot tuan nay — giam 30% facial premium"
165[Authority]: "Bac si da lieu 15 nam - Chia se quy trinh tri mun khong de seo"
166[Liking]: "Chao, minh la [Ten founder]. Minh tao spa nay vi ..."
167```
168 
169---
170 
171## Quy tac vang
172 
1731. **Khong lam dung.** Dung 1-2 nguyen tac trong 1 content — khong quang cao 7 thu cung luc.
1742. **Khong gia.** Scarcity gia, review gia, authority gia bi phat hien = chet brand.
1753. **Phu hop van hoa.** Authority o VN khac My — dung bac si/chuyen gia co bang cap that.
1764. **Phu hop tep.** Cold audience can Liking truoc; Hot audience can Scarcity.
1775. **Test va do.** Ap dung xong phai A/B test — khong phai ly thuyet dung la hieu qua.
178 
179---
180 
181## Checklist chat luong
182 
183- [ ] Chon dung 1-2 nguyen tac (khong nhieu hon)
184- [ ] Phu hop tep khach hang (cold/warm/hot)
185- [ ] Khong co yeu to gia (scarcity, review, authority)
186- [ ] Dung ngon ngu khach hang noi (tu `product-marketing-context`)
187- [ ] Co A/B test plan de do hieu qua
188- [ ] Phu hop van hoa VN (khong copy nguyen xi tu nguoi nuoc ngoai)
189 
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SkillMarketing Plan Builderminhnv0807/ai-business-skills · by minhnv0807Dung khi can ke hoach marketing tong the cho mot ky — muc tieu, phan khuc, kenh, ngan sach, timeline, KPI va ma tran rui ro. Co ca che do ban day du va che do ke hoach 1 trang cho chu doanh nghiep nho. Kich hoat khi user nhac 'lap ke hoach marketing', 'ke hoach MKT', 'marketing plan', 'chien luoc marketing nam', 'plan quy toi', 'ke hoach 1 trang'. Khong dung cho — tinh nguoc ngan sach tu doanh thu thi dung skill 10-tinh-kpi-nguoc; phan bo ngan sach chi tiet theo kenh thi dung skill 61-budget-planning; brief mot chien dich cu the thi dung skill 02-brief-chien-dich.★ 599 GitHub starsSkillOverall Marketing Strategyminhnv0807/ai-business-skills · by minhnv0807Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.★ 599 GitHub starsSkillContent Calendar Plannerminhnv0807/ai-business-skills · by minhnv0807Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.★ 599 GitHub starsSkillContent Posting Scheduleminhnv0807/ai-business-skills · by minhnv0807Dung khi can lich dang bai cho ca thang — chot content pillar va ti le, xep bai theo ngay va khung gio, ma tran tai su dung noi dung, va gan muc tieu cho tung tru cot. Kich hoat khi user nhac 'lich noi dung', 'content calendar', 'thang nay dang gi', 'len lich dang bai', 'ke hoach content thang', 'phan bo noi dung'. Khong dung cho — brief tung bai truoc khi viet thi dung skill 36-content-brief; viet caption thanh pham thi dung skill 37-caption-social; lap plan ky sau tu data thi dung skill 40-next-content-plan.★ 599 GitHub starsSkillCampaign Execution Briefminhnv0807/ai-business-skills · by minhnv0807Dung khi can brief mot chien dich cu the cho ca team thuc thi — muc tieu, thong diep, deliverable, timeline phan cong theo tuan, gate duyet va ma tran rui ro. Kich hoat khi user nhac 'brief chien dich', 'ke hoach campaign', 'len brief cho team', 'chien dich thang toi', 'phan cong campaign', 'timeline chien dich'. Khong dung cho — ke hoach marketing ca ky thi dung skill 00-ke-hoach-mkt; danh sach asset can thiet ke thi dung skill 41-campaign-asset-list; giao viec cho tung nguoi thi dung skill 64-team-brief.★ 599 GitHub starsSkillCampaign Brief Frameworkminhnv0807/ai-business-skills · by minhnv0807Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.★ 599 GitHub stars

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