According to Bernt Spiegel, irradiation is the psychological phenomenon that when a product property (e.g. packaging) changes, the customer also perceives a change in another property (e.g. quality), although this has remained objectively the same is. This phenomenon must be taken into account when designing products. Since the perception of the individual product elements (quality, design, packaging, brand and service) is dependent on one another, they must be optimally coordinated.

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Further explanations for the first letter "I"