Does Distance Make the Consumer’s Heart Grow Fonder? - Deepstash

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New research finds that how far we are from a product influences what we think of it.

KELLOGG.NORTHWESTERN

Does Distance Make the Consumer’s Heart Grow Fonder?

Does Distance Make the Consumer’s Heart Grow Fonder?

insight.kellogg.northwestern.edu

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Understanding customer preference

Retailers give a lot of thought to where they display products in their stores.

Research shows that customers prefer premium brands when their logos are positioned above the customer. For example, customers value premium watches kept deep inside a glass cab...

Research found that consumers are more likely to favour premium brands associated with luxury, high price, and prestige when viewed from a distance. In contrast, common brands associated with accessibility, value, and warmth are desired...

When we see something from a distance, we view it as luxurious, and by the same association, when we see something luxurious, we think it is further away.

  • In one experiment, participants who viewed a premium leather backpack from ...

In a final real-world test, researchers found that ads that showed a premium diffuser further from the model outperformed ads that showed the premium diffuser closer to the model. The popular/close ad beat the popular/far ad.

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