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.