Effects of Two Dimensions of Psychological Distance on Consumer Judgments

Kyeongheui Kim, University of Toronto, Canada
Xiuping Li, National University of Singapore, Singapore
Meng Zhang, Chinese University of Hong Kong, China
The present research investigated how two different dimensions of psychological distance (i.e., temporal distance and social distance) can affect individuals’ evaluations of products or events. In experiment 1 and 2, social distance was induced first, followed by temporal distance, whereas in experiment 3, the order was reversed. However, regardless of the order in which temporal and social dimensions were induced, results from three experiments consistently indicated that the effects of one psychological distance dimension were moderated by the other dimension. Specifically, the well-documented effects of psychological distance on construal levels only held on one dimension when the other dimension was psychologically proximal, but such effects were wiped out when the other dimension was psychologically distal.
[ to cite ]:
Kyeongheui Kim, Xiuping Li, and Meng Zhang (2008) ,"Effects of Two Dimensions of Psychological Distance on Consumer Judgments", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 816-817.