Seeing the Forest When Entry Is Unlikely: Probability As a Psychological Distance

Conceptualizing probability as psychological distance, we propose that decreasing an event’s probability leads individuals to represent the event by its central, abstract, features rather than by its peripheral, concrete features. Results indicated that when probabilities of events were low, participants were more broad and inclusive in their categorization of objects, increased their preference for general rather than specific activity descriptions, segmented ongoing behavior into fewer units, were more successful at abstracting visual information, and were less successful at identifying details missing within a coherent visual whole. Implications for probability assessment and choice under uncertainty are discussed.



Citation:

Yaacov Trope and Cheryl Wakslak (2008) ,"Seeing the Forest When Entry Is Unlikely: Probability As a Psychological Distance", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 26-30.

Authors

Yaacov Trope, New York University
Cheryl Wakslak, New York University



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Spreading of Alternatives Without a Perception of Choice

Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, USA

Read More

Featured

When the Face of Need Backfires: The Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements

In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, USA

Read More

Featured

J3. You Think I’m Yours but, Trust Me, I’m Not: How Consumers Value Dogs and Cats

Colleen Patricia Kirk, New York Institute of Technology
Samantha Renee Kirk, Boston College, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.