Irradiation Phenomenon (Marketing)

The phenomenon of irradiation (1961) by the Göttingen psychologist Bernt Spiegel is at home in brand positioning . Both belong to the topic of market psychology , a branch of business psychology . This phenomenon assumes that a physically unchanged property also appears changed when another property changes. This means that the observed change has a subjective effect on other characteristics.

Examples

• Red lacquered refrigerators are rated worse in terms of their cooling performance than green-blue lacquered ones (red is a warm color and apparently reduces the cooling performance)
• Cars painted black look smaller than those painted white
• Yellowish colored margarine appears to be easier to spread than white
• Cleaning agents with an odor (e.g. lemon) seem to have a higher cleaning power than odorless ones

literature

• Ursula Kastner-Koller: Psychology as a science . Facultas, Vienna 2006, ISBN 978-3-85114-953-1 , o. P.
• Axel Bänsch : Buyer behavior. Oldenbourg Wissenschaftsverlag, 2002, ISBN 3486272349 , o. P.
• Ursula Kastner-Koller: Psychology as a science . Facultas, Vienna 2007, ISBN 978-3-7089-0107-7 , o. P.