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<html><body> Hi&#7879;u &#7913;ng lan t&#7887;a (halo effect) l&agrave; m&#7897;t d&#7841;ng thi&ecirc;n ki&#7871;n nh&#7853;n th&#7913;c, khi nh&#7919;ng &#7845;n t&#432;&#7907;ng t&#7893;ng quan v&#7873; m&#7897;t ng&#432;&#7901;i &#7843;nh h&#432;&#7903;ng &#273;&#7871;n c&aacute;ch ch&uacute;ng ta c&#7843;m nh&#7853;n v&agrave; suy ngh&#297; v&#7873; nh&#7919;ng kh&iacute;a c&#7841;nh kh&aacute;c c&#7911;a ng&#432;&#7901;i &#273;&oacute;. Theo &#273;&oacute;, nh&#7919;ng &#7845;n t&#432;&#7907;ng c&#7911;a b&#7841;n v&#7873; s&#7921; th&ocirc;ng tu&#7879; c&#7911;a m&#7897;t ng&#432;&#7901;i th&#432;&#7901;ng k&eacute;o theo l&#7847;m t&#432;&#7903;ng v&#7873; l&ograve;ng t&#7889;t b&#7909;ng c&#7911;a anh ta.&nbsp;Nh&#7919;ng v&iacute; d&#7909; d&#7877; th&#7845;y nh&#7845;t c&#7911;a hi&#7879;u &#7913;ng lan t&#7887;a l&agrave; c&aacute;ch ch&uacute;ng ta nh&#7853;n x&eacute;t nh&#7919;ng ng&#432;&#7901;i n&#7893;i ti&#7871;ng. C&ocirc;ng ch&uacute;ng th&#432;&#7901;ng nh&igrave;n nh&#7853;n h&#7885; nh&#432; l&agrave; nh&#7919;ng ng&#432;&#7901;i &#273;&#7847;y s&#7913;c h&#7845;p d&#7851;n, th&agrave;nh c&ocirc;ng v&agrave; &#273;&#432;&#7907;c y&ecirc;u th&iacute;ch. V&agrave; &#273;i&#7873;u &#273;&oacute; c&#361;ng th&#432;&#7901;ng d&#7851;n &#273;&#7871;n vi&#7879;c h&#7885; &#273;&#432;&#7907;c &#273;&aacute;nh gi&aacute; l&agrave; nh&#7919;ng ng&#432;&#7901;i th&ocirc;ng minh v&agrave; t&#7889;t b&#7909;ng.&nbsp;Hi&#7879;u &#7913;ng t&acirc;m l&yacute; n&agrave;y c&#361;ng th&#432;&#7901;ng &#273;&#432;&#7907;c &#273;&#7873; c&#7853;p v&#7873; kh&iacute;a c&#7841;nh th&#7875; ch&#7845;t, nh&#432; nguy&ecirc;n t&#7855;c &lsquo;nh&#7919;ng th&#7913; &#273;&#7865;p &#273;&#7869; c&#361;ng l&agrave; th&#7913; t&#7889;t&rsquo;. Qua &#273;&oacute;, nh&#7919;ng ng&#432;&#7901;i &#273;&#432;&#7907;c xem l&agrave; cu&#7889;n h&uacute;t c&#361;ng th&#432;&#7901;ng c&oacute; khuynh h&#432;&#7899;ng &#273;&#432;&#7907;c &#273;&aacute;nh gi&aacute; cao h&#417;n &#7903; nh&#7919;ng kh&iacute;a c&#7841;nh, &#273;&#7863;c &#273;i&#7875;m kh&aacute;c. Thu&#7853;t ng&#7919; &ldquo;halo effect&rdquo; &#273;&atilde; d&ugrave;ng t&iacute;nh t&#432;&#417;ng &#273;&#7891;ng c&#7911;a hi&#7879;u &#7913;ng t&acirc;m l&yacute; n&agrave;y s&aacute;nh v&#7899;i v&#7847;ng h&agrave;o quang &#273;&#7875; di&#7877;n t&#7843; c&aacute;ch hi&#7879;u &#7913;ng n&agrave;y c&oacute; th&#7875; &#7843;nh h&#432;&#7903;ng c&aacute;ch nh&igrave;n nh&#7853;n nh&#432; th&#7871; n&agrave;o. Trong h&#7847;u h&#7871;t t&iacute;n ng&#432;&#7905;ng, v&#7847;ng h&agrave;o quang th&#432;&#7901;ng &#273;&#432;&#7907;c v&#7869; tr&ecirc;n &#273;&#7847;u c&aacute;c v&#7883; th&aacute;nh, c&#7843; ng&#432;&#7901;i ch&igrave;m trong &aacute;nh s&aacute;ng &#273;&#7883;a &#273;&agrave;ng tr&agrave;n ng&#7853;p &#273;&#7875; th&#7875; hi&#7879;n r&#7857;ng &#273;&oacute; l&agrave; ng&#432;&#7901;i t&#7889;t.&nbsp;Nh&agrave; t&acirc;m l&yacute; h&#7885;c Edward Thorndike t&#7841;o ra thu&#7853;t ng&#7919; n&agrave;y l&#7847;n &#273;&#7847;u ti&ecirc;n trong m&#7897;t t&#7901; b&aacute;o n&#259;m 1920 v&#7899;i ti&ecirc;u &#273;&#7873; "The Constant Error in Psychological Ratings." Trong th&iacute; nghi&#7879;m c&#7911;a &ocirc;ng, Thorndike y&ecirc;u c&#7847;u c&aacute;c ch&#7881; huy trong qu&acirc;n &#273;&#7897;i &#273;&aacute;nh gi&aacute; ph&#7849;m ch&#7845;t c&#7911;a nh&#7919;ng binh s&#297; c&#7845;p d&#432;&#7899;i. C&aacute;c t&iacute;nh c&aacute;ch &#273;&#432;&#7907;c nghi&ecirc;n c&#7913;u bao g&#7891;m: l&atilde;nh &#273;&#7841;o, ngo&#7841;i h&igrave;nh, tr&iacute; tu&#7879;, l&ograve;ng trung th&agrave;nh, v&agrave; kh&#7843; n&#259;ng tin c&#7853;y. Thorndike nh&#7853;n th&#7845;y r&#7857;ng khi m&#7897;t binh s&#297; c&oacute; m&#7897;t t&iacute;nh c&aacute;ch &#273;&#432;&#7907;c x&#7871;p lo&#7841;i cao, nh&#7919;ng ch&#7881; ti&ecirc;u t&#432;&#417;ng quan kh&aacute;c c&#361;ng c&oacute; xu h&#432;&#7899;ng &#273;&#432;&#7907;c &#273;&aacute;nh gi&aacute; cao. Ng&#432;&#7907;c l&#7841;i, nh&#7919;ng &#273;&aacute;nh gi&aacute; ti&ecirc;u c&#7921;c v&#7873; m&#7897;t &#273;&#7863;c &#273;i&#7875;m c&#361;ng k&eacute;o theo s&#7921; s&#7909;t gi&#7843;m c&#7911;a nh&#7919;ng &#273;&#7863;c &#273;i&#7875;m kh&aacute;c.&nbsp;T&#7841;i sao l&#7841;i nh&#432; v&#7853;y? Nh&#7919;ng nh&agrave; nghi&ecirc;n c&#7913;u nh&#7853;n th&#7845;y ra r&#7857;ng s&#7921; thu h&uacute;t l&agrave; m&#7897;t y&#7871;u t&#7889; quan tr&#7885;ng.&nbsp;Khi ch&uacute;ng ta &#273;&aacute;nh gi&aacute; m&#7897;t ng&#432;&#7901;i l&agrave; &#432;a nh&igrave;n, ta c&#361;ng s&#7869; c&oacute; khuynh h&#432;&#7899;ng tin r&#7857;ng ng&#432;&#7901;i &#273;&oacute; s&#7869; c&oacute; nh&#7919;ng t&iacute;nh c&aacute;ch t&iacute;ch c&#7921;c v&agrave; th&ocirc;ng minh h&#417;n. Tuy nhi&ecirc;n, khu&ocirc;n m&#7851;u v&#7873; s&#7921; thu h&uacute;t n&agrave;y c&#361;ng c&oacute; th&#7875; l&agrave; m&#7897;t con dao hai l&#432;&#7905;i. Trong khi m&#7885;i ng&#432;&#7901;i th&#432;&#7901;ng g&aacute;n m&#7897;t lo&#7841;t nh&#7919;ng ph&#7849;m ch&#7845;t t&#7889;t cho nh&#7919;ng ng&#432;&#7901;i c&oacute; s&#7913;c thu h&uacute;t, h&#7885; c&#361;ng th&#432;&#7901;ng tin r&#7857;ng nh&#7919;ng ng&#432;&#7901;i n&agrave;y c&oacute; xu h&#432;&#7899;ng t&#7921; ph&#7909;, d&#7889;i tr&aacute; v&agrave; c&oacute; th&#7875; d&ugrave;ng s&#7913;c h&uacute;t c&#7911;a h&#7885; &#273;&#7875; &#273;i&#7873;u khi&#7875;n ng&#432;&#7901;i kh&aacute;c.&nbsp;T&aacute;c &#273;&#7897;ng c&#7911;a hi&#7879;u &#7913;ng lan t&#7887;a&nbsp;1. Trong gi&aacute;o d&#7909;c&nbsp;Nghi&ecirc;n c&#7913;u &#273;&atilde; ch&#7881; ra r&#7857;ng hi&#7879;u &#7913;ng lan t&#7887;a &#7843;nh h&#432;&#7903;ng nhi&#7873;u &#273;&#7871;n vi&#7879;c gi&aacute;o d&#7909;c. Gi&aacute;o vi&ecirc;n c&oacute; th&#7875; t&#432;&#417;ng t&aacute;c v&#7899;i h&#7885;c sinh theo c&aacute;ch kh&aacute;c nhau d&#7921;a tr&ecirc;n c&aacute;ch nh&igrave;n nh&#7853;n v&#7873; s&#7921; cu&#7889;n h&uacute;t. C&#7909; th&#7875;, h&#7885; th&#432;&#7901;ng &#273;&#7863;t k&igrave; v&#7885;ng cao h&#417;n trong h&#7885;c t&#7853;p cho nh&#7919;ng &#273;&#7913;a tr&#7867; c&oacute; ngo&#7841;i h&igrave;nh n&#7893;i b&#7853;t h&#417;n.M&#7897;t nghi&ecirc;n c&#7913;u g&#7847;n &#273;&acirc;y d&#7921;a tr&ecirc;n ghi ch&eacute;p h&#7885;c thu&#7853;t c&#7911;a h&#417;n 4500 h&#7885;c sinh. M&#7897;t nh&oacute;m 28 ng&#432;&#7901;i khi &#273;&oacute; &#273;&atilde; &#273;&aacute;nh gi&aacute; s&#7921; thu h&uacute;t c&#7911;a h&#7885;c sinh (d&#7921;a tr&ecirc;n h&igrave;nh th&#7867; h&#7885;c sinh) tr&ecirc;n thang 1 (r&#7845;t kh&ocirc;ng thu h&uacute;t) &#273;&#7871;n 10 (r&#7845;t thu h&uacute;t). H&#7885;c sinh sau &#273;&oacute; &#273;&#432;&#7907;c chia th&agrave;nh 3 nh&oacute;m d&#7921;a tr&ecirc;n nh&#7919;ng s&#7921; &#273;&aacute;nh gi&aacute; m&#7913;c &#273;&#7897; thu h&uacute;t &#273;&oacute;: d&#432;&#7899;i m&#7913;c trung b&igrave;nh, trung b&igrave;nh v&agrave; tr&ecirc;n m&#7913;c trung b&igrave;nh.&nbsp;C&aacute;c nh&agrave; nghi&ecirc;n c&#7913;u sau &#273;&oacute; so s&aacute;nh &#273;i&#7875;m s&#7889; h&#7885;c sinh gi&#7919;a c&aacute;c l&#7899;p &#273;&#432;&#7907;c s&#7855;p &#273;&#7863;t theo l&#7899;p h&#7885;c truy&#7873;n th&#7889;ng v&agrave; c&aacute;c l&#7899;p h&#7885;c online. K&#7871;t qu&#7843; cho th&#7845;y r&#7857;ng nh&#7919;ng h&#7885;c sinh &#273;&#432;&#7907;c &#273;&aacute;nh gi&aacute; v&#7899;i ngo&#7841;i h&igrave;nh t&#7889;t (tr&ecirc;n m&#7913;c trung b&igrave;nh) c&oacute; xu h&#432;&#7899;ng &#273;&#7841;t &#273;i&#7875;m s&#7889; th&#7845;p h&#417;n khi h&#7885;c c&aacute;c kh&oacute;a h&#7885;c tr&#7921;c tuy&#7871;n thay v&igrave; m&#7863;t &#273;&#7889;i m&#7863;t v&#7899;i gi&aacute;o vi&ecirc;n t&#7841;i c&aacute;c l&#7899;p h&#7885;c truy&#7873;n th&#7889;ng.&nbsp;Hi&#7879;u &#7913;ng lan t&#7887;a kh&ocirc;ng ch&#7881; &#7843;nh h&#432;&#7903;ng c&aacute;ch gi&aacute;o vi&ecirc;n &#273;&#7889;i x&#7917; v&#7899;i h&#7885;c sinh m&agrave; c&#361;ng c&oacute; th&#7875; t&aacute;c &#273;&#7897;ng &#273;&#7871;n c&aacute;ch h&#7885;c sinh nh&igrave;n nh&#7853;n v&#7873; gi&aacute;o vi&ecirc;n. C&aacute;c nh&agrave; nghi&ecirc;n c&#7913;u c&#361;ng ch&#7881; ra r&#7857;ng khi m&#7897;t ng&#432;&#7901;i h&#432;&#7899;ng d&#7851;n &#273;&#432;&#7907;c xem l&agrave; &#7845;m &aacute;p v&agrave; th&acirc;n thi&#7879;n, c&aacute;c h&#7885;c sinh c&#361;ng s&#7869; &#273;&aacute;nh gi&aacute; ng&#432;&#7901;i &#273;&oacute; c&oacute; s&#7913;c thu h&uacute;t, l&ocirc;i cu&#7889;n, v&agrave; &#273;&#432;&#7907;c y&ecirc;u m&#7871;n h&#417;n.&nbsp;2. Trong c&ocirc;ng vi&#7879;c&nbsp;Trong m&ocirc;i tr&#432;&#7901;ng l&agrave;m vi&#7879;c, hi&#7879;u &#7913;ng lan t&#7887;a &#7843;nh h&#432;&#7903;ng r&#7845;t l&#7899;n &#273;&#7871;n s&#7921; &#273;&aacute;nh gi&aacute; v&agrave; xem x&eacute;t th&agrave;nh t&iacute;ch. C&aacute;c nh&agrave; gi&aacute;m s&aacute;t c&oacute; th&#7875; &#273;&aacute;nh gi&aacute; c&#7845;p d&#432;&#7899;i d&#7921;a tr&ecirc;n s&#7921; nh&igrave;n nh&#7853;n v&#7873; m&#7897;t t&iacute;nh c&aacute;ch &#273;&#417;n l&#7867; h&#417;n l&agrave; to&agrave;n b&#7897; th&agrave;nh qu&#7843; v&agrave; &#273;&oacute;ng g&oacute;p. V&iacute; d&#7909;, tinh th&#7847;n h&#259;ng h&aacute;i hay th&aacute;i &#273;&#7897; t&iacute;ch c&#7921;c c&oacute; th&#7875; che l&#7845;p s&#7921; thi&#7871;u h&#7909;t ki&#7871;n th&#7913;c hay k&#297; n&#259;ng, d&#7851;n &#273;&#7871;n &#273;&#7891;ng nghi&#7879;p &#273;&aacute;nh gi&aacute; h&#7885; cao h&#417;n th&agrave;nh qu&#7843; th&#7921;c t&#7871;.&nbsp;Hi&#7879;u &#7913;ng n&agrave;y c&#361;ng c&oacute; th&#7875; &#7843;nh h&#432;&#7903;ng l&ecirc;n thu nh&#7853;p. M&#7897;t b&agrave;i nghi&ecirc;n c&#7913;u &#273;&#432;&#7907;c c&ocirc;ng b&#7889; tr&ecirc;n T&#7841;p ch&iacute; &ldquo;T&acirc;m L&yacute; H&#7885;c Kinh T&#7871;&rdquo; cho th&#7845;y r&#7857;ng nh&#7919;ng ng&#432;&#7901;i ph&#7909;c v&#7909; c&oacute; ngo&#7841;i h&igrave;nh tr&ecirc;n m&#7913;c trung b&igrave;nh c&oacute; th&#7875; ki&#7871;m &#273;&#432;&#7907;c s&#7889; ti&#7873;n boa nhi&#7873;u h&#417;n c&aacute;c &#273;&#7891;ng nghi&#7879;p k&eacute;m h&#7845;p d&#7851;n kho&#7843;ng h&#417;n 1200 &#273;&ocirc; m&#7895;i n&#259;m.&nbsp;C&aacute;c &#7913;ng c&#7917; vi&ecirc;n xin vi&#7879;c c&#361;ng c&oacute; th&#7875; c&#7843;m nh&#7853;n &#273;&#432;&#7907;c s&#7921; &#7843;nh h&#432;&#7903;ng c&#7911;a hi&#7879;u &#7913;ng n&agrave;y. N&#7871;u m&#7897;t ng&#432;&#7901;i ch&#7911; t&#432;&#417;ng lai th&#7845;y m&#7897;t &#7913;ng vi&ecirc;n thu h&uacute;t v&agrave; d&#7877; m&#7871;n, h&#7885; th&#432;&#7901;ng c&#361;ng &#273;&aacute;nh gi&aacute; c&aacute; nh&acirc;n n&agrave;y th&ocirc;ng minh, c&oacute; tr&igrave;nh &#273;&#7897; v&agrave; &#273;&#7911; &#273;i&#7873;u ki&#7879;n.&nbsp;3. Trong Marketing&nbsp;C&aacute;c nh&agrave; ti&#7871;p th&#7883; th&#432;&#7901;ng khai th&aacute;c hi&#7879;u &#7913;ng lan t&#7887;a &#273;&#7875; b&aacute;n s&#7843;n ph&#7849;m v&agrave; d&#7883;ch v&#7909;. Khi m&#7897;t ng&#432;&#7901;i n&#7893;i ti&#7871;ng, ho&#7863;c c&oacute; s&#7913;c &#7843;nh h&#432;&#7903;ng x&aacute;c nh&#7853;n ch&#7845;t l&#432;&#7907;ng c&#7911;a m&#7897;t s&#7843;n ph&#7849;m, ng&#432;&#7901;i xem c&oacute; xu h&#432;&#7899;ng s&#7869; &#273;&aacute;nh gi&aacute; t&iacute;ch c&#7921;c h&#417;n v&#7873; s&#7843;n ph&#7849;m &#273;&oacute;.&nbsp;--------------------------- L&#7901;i khuy&ecirc;n d&agrave;nh cho b&#7841;n&nbsp;Do &#273;&oacute;, l&#7847;n ti&#7871;p theo khi b&#7841;n th&#7917; &#273;&aacute;nh gi&aacute; ng&#432;&#7901;i kh&aacute;c, d&ugrave; &#273;&oacute; l&agrave; quy&#7871;t &#273;&#7883;nh b&#7847;u cho &#7913;ng c&#7917; vi&ecirc;n ch&iacute;nh tr&#7883; n&agrave;o, hay suy ngh&#297; n&ecirc;n xem b&#7897; phim n&agrave;o v&agrave;o t&#7889;i th&#7913; s&aacute;u, h&atilde;y suy x&eacute;t li&#7879;u b&#7841;n c&oacute; &#273;ang b&#7883; hi&#7879;u &#7913;ng lan t&#7887;a t&aacute;c &#273;&#7897;ng &#273;&#7871;n nh&#7919;ng nh&#7853;n &#273;&#7883;nh c&#7911;a b&#7841;n v&#7873; ng&#432;&#7901;i &#273;&oacute;, ho&#7863;c b&#7897; phim &#273;&oacute;. Li&#7879;u &#7845;n t&#432;&#7907;ng c&#7911;a b&#7841;n v&#7873; m&#7897;t &#7913;ng c&#7917; vi&ecirc;n ph&aacute;t bi&#7875;u t&#7889;t tr&#432;&#7899;c c&ocirc;ng ch&uacute;ng c&oacute; d&#7851;n &#273;&#7871;n vi&#7879;c b&#7841;n c&#7843;m th&#7845;y c&ocirc; &#7845;y c&#361;ng th&#7853;t th&ocirc;ng minh, t&#7889;t b&#7909;ng v&agrave; &#273;&#7847;y n&#7895; l&#7921;c? Li&#7879;u vi&#7879;c ngh&#297; m&#7897;t di&#7877;n vi&ecirc;n &#273;i&#7875;n trai c&oacute; d&#7851;n &#273;&#7871;n vi&#7879;c b&#7841;n th&#7845;y anh &#7845;y c&oacute; kh&#7843; n&#259;ng di&#7877;n xu&#7845;t t&#7889;t? M&#7863;c d&ugrave; nh&#7853;n th&#7913;c &#273;&#432;&#7907;c v&#7873; hi&#7879;u &#7913;ng lan t&#7887;a kh&ocirc;ng ho&agrave;n to&agrave;n gi&uacute;p b&#7841;n tr&aacute;nh b&#7883; n&oacute; &#7843;nh h&#432;&#7903;ng &#273;&#7871;n c&aacute;ch nh&igrave;n nh&#7853;n v&agrave; ra quy&#7871;t &#273;&#7883;nh. Hi&#7879;u &#7913;ng n&agrave;y ch&#7881; l&agrave; m&#7897;t trong nhi&#7873;u d&#7841;ng th&agrave;nh ki&#7871;n cho ph&eacute;p con ng&#432;&#7901;i c&oacute; th&#7875; ra quy&#7871;t &#273;&#7883;nh t&#7913;c th&#7901;i, nh&#432;ng n&oacute; c&#361;ng l&agrave; c&#259;n nguy&ecirc;n c&#7911;a nhi&#7873;u sai l&#7847;m trong vi&#7879;c ph&aacute;n x&eacute;t. Ngu&#7891;n: Very Well MindD&#7883;ch: Trang MyNgu&#7891;n h&igrave;nh &#7843;nh: Unsplash</body></html>

Quỳnh Phương Anh Đỗ

Hiệu ứng lan tỏa (halo effect) là một dạng thiên kiến nhận thức, khi những ấn tượng tổng quan về một người ảnh hưởng đến cách chúng ta cảm nhận 

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