Close Alternatives: the Influence of Spatial Proximity on Choice Difficulty

Decision difficulty is often expressed in spatial language, for instance when people say "the choice alternatives are close". We explore the consequences of this metaphor for consumer decision-making. Our findings reveal that choices are harder when alternatives are presented spatially close together, compared to far apart.



Citation:

Iris K. Schneider, Norbert Schwarz, and Sander L. Koole (2016) ,"Close Alternatives: the Influence of Spatial Proximity on Choice Difficulty", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 757-757.

Authors

Iris K. Schneider, VU University Amsterdam, the Netherlands
Norbert Schwarz, University of Southern California, USA
Sander L. Koole, VU University Amsterdam, the Netherlands



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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