impression

Photo by: Vagner Cruz

You have a product idea or you are up to launch your product on the market. Fine, then you might ask yourself which steps you should take for this direction. There are a few things to take into account when you launch your product. 

Because your product should be considered like a person.Yes, you heard well, like a person who just moved into a new flat and is seen the very first time by the neighbors. Because people do not know the person`s characters they will judge him/her by the exterior that means if the person is beautiful, they will automatically seen him or her also as intelligent, friendly, nice, popular… We perceive different characteristics of that person and generalize them to the entire character even if this might not be truly the case. This classification helps them to anticipate diverse situations and to make presumptions about cause and effect. Coming back to your product – this theory also applies to it. When you launch it, people will perceive it in a certain way and this way will also reflect other characteristics of it. This can be named Halo Effect or Irradiation Effect. 

Therefore you should know in which conditions this effect occurs, to be able to influence it for your own benefit:

  1. Irradiation effect occurs when you are up to launch your product or if this has already happen and you decide to change something on it. Sure it is a objective change of your product, but this has a strong impact on how people actually perceive it. A change of only one little characteristic, brings with it the perception change of the entire product. A good example is the change of color: if you change the color nuance of your product from dark to light color the product is perceived as being bigger. What else can be changed for influencing the perception of your target: price, weight, brand and the country of provenience. 
  2. Irradiation effect can also be induced by learning processes -The key is to know what they expect and to mould your product policy according to their needs.  That means you do not change something actively at your product but  people have different expectations at it, because of their former experiences. Examples might be: fresh bread should be wrapped  in paper, products “made in Germany” reflect always a high quality standard, a high price stands for a high quality… 
  3. Even the current mood people have when they see your product the very first time, radiates on their perception, cognitions  and judgements. Consequently if they are in a bad mood, they will also judge your product more critically and vice versa if they are i a good mood, they will not care so much about details and will be more generous at spending money.
  4. The context is very important: it depends how you position your product on the market, in this way you influence actively the way it is perceived. 
  5. The order in which you present the characteristics of your product/s: launch first a product (if you have more than one or consider to create more) which is a best seller or something which is assimilated quickly by the market and let this product serve as irradiator for the the other products. A good example is the Ipod launch by Apple: they invested their money to market the little mp3-Player, but realized that the sales raised also for their other products like the Macbook. The conclusion is: The first brand you launch will prime on the people`s mind as the thing you will be known for in your business. 

You just have seen some of the possibilities you have to influence the way your product is seen when you launch it on the market.  Remember: “the whole is greater than the sum of its parts”. 

 

Literature

  • Kirchler, E. (2011). Wirtschaftspsychologie. Individuen, Gruppen, Märkte, Staat. 4. vollständig  überarbeitete Auflage. Hogrefe: Göttingen.

 

 

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