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

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.



Citation:

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.

Authors

Sam Maglio, New York University, USA
Yaacov Trope, New York University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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