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 viewed from up close.
There is not an ideal distance. The research shows that the proper distance between consumers and products depends on the image the brand conveys.
6
52 reads
CURATED FROM
Does Distance Make the Consumer’s Heart Grow Fonder?
insight.kellogg.northwestern.edu
4 ideas
·308 reads
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New research finds that how far we are from a product influences what we think of it.
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