kiillotusvaikutus

Kiillotusvaikutus, also known as the "shiny effect," is a psychological phenomenon where people tend to prefer or choose products, services, or ideas that are visually appealing or aesthetically pleasing. This preference is often driven by subconscious biases and heuristics that simplify decision-making processes.

The term "kiillotusvaikutus" was popularized by Finnish marketing professor Jukka-Pekka Toivonen in his 2006 book "Kiillotusvaikutus: Miksi kaikilla on uusi auto?" (The Shiny Effect: Why Everyone Wants a New Car?). Toivonen argued that the shiny effect is a significant factor in consumer behavior, influencing decisions ranging from purchasing a new car to adopting new technologies.

The shiny effect can be influenced by various factors, including the perceived quality, rarity, and novelty of a product or idea. For example, consumers may be more likely to choose a shiny new car over a well-maintained older model, even if the older car is more reliable and cost-effective. Similarly, people may be more inclined to adopt a new technology if it is visually appealing or if it is presented in a shiny package.

The shiny effect can have both positive and negative implications. On one hand, it can drive innovation and consumer spending. On the other hand, it can lead to overconsumption and a disregard for long-term value. Understanding the shiny effect is crucial for marketers, policymakers, and individuals alike, as it can help navigate the complexities of consumer behavior and decision-making.