The association between image and distance
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 a distance thought it was more prestigious.
- In a second experiment, participants viewed a trendy canvas backpack as more popular when viewing it from a distance of three feet compared to five feet.
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Does Distance Make the Consumer’s Heart Grow Fonder?
insight.kellogg.northwestern.edu
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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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