The Scale Effect: How Larger Measurement Units Shrink Perceived Size and Expand Mental Horizon

Sam Maglio, New York University, USA
Yaacov Trope, New York University, USA
Scale is far from an arbitrary parameter. Rather, evidence from five studies suggests that applying a smaller (versus larger) unit of measurement to the same object leads to larger size perception, more proximal timing judgments, and generalized concrete thinking.
[ to cite ]:
Sam Maglio and Yaacov Trope (2011) ,"The Scale Effect: How Larger Measurement Units Shrink Perceived Size and Expand Mental Horizon", 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.