When Closer Is Better: the Influence of Physical Distance on Consumer Judgment of Product Effectiveness

Xiuping Li, National University of Singapore, Singapore
Boyoun (Grace) Chae, University of British Columbia, Canada
Rui (Juliet) Zhu, University of British Columbia, Canada
In four studies, we investigate the effect of spatial distance on consumer judgment of product effectiveness: when a product is placed closer to (vs. farther away from) a focal problem, it will be judged as more effective. We also show boundary conditions of the impact of spatial distance on effectiveness judgment.
[ to cite ]:
Xiuping Li, Boyoun (Grace) Chae, and Rui (Juliet) Zhu (2011) ,"When Closer Is Better: the Influence of Physical Distance on Consumer Judgment of Product Effectiveness", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.