Psychological distance as a working tool for managers

This article presents a synthesis of research that has drawn on the concept of psychological distance around questions related to prosocial consumer behavior, digitalization of consumption, and marketing practices. Our study is based on a meta-synthesis of 584 articles from psychology and marketing journals. It consolidates and validates the knowledge of the concept of psychological distance in these different marketing themes. It also shows how psychological distance can be used by managers to improve consumer responses. Managers can act directly on distance by reducing or increasing it to take advantage of the benefits of psychological proximity or remoteness. They can also adjust the variables of the marketing mix according to the psychological distance experienced by the consumer in order to make information processing more fluent and, ultimately, to improve the consumer’s responses.

The spread of fake science: Lexical concreteness, proximity, misinformation sharing, and the moderating role of subjective knowledge

The spread of science misinformation harms efforts to mitigate threats like climate change or coronavirus. Construal-level theory suggests that mediated messages can prime psychological proximity to threats, having consequences for behavior. Via two MTurk experiments, I tested a serial mediation process model predicting misinformation sharing from lexical concreteness, through psychological proximity and perceived threat. In Study 1, concrete misinformation primed psychological proximity which, in turn, increased perceived threat. Perceived threat then increased the likelihood that misinformation would be shared. Source credibility was also shown to positively influence misinformation sharing. Study 2 advanced this by showing this process was moderated by subjective knowledge. Specifically, the effect of perceived threat on misinformation sharing was stronger for those with higher subjective knowledge. Furthermore, the indirect effect of lexical concreteness on misinformation sharing was stronger for those with higher subjective knowledge. Results and limitations are discussed within the lens of construal-level theory and science communication.

Negative Is True Here and Now, But Not So Much There and Then

How do people judge the veracity of a message? The negativity bias in judgments of truth describes the phenomenon that the same message is more likely judged as true when framed negatively compared to positively. This manuscript investigates the negativity bias in conditions of psychological proximity and the possibility that the bias decreases when distance increases. This notion is informed by construal level theory, which holds that negative information is more salient and weighed more strongly in conditions of psychological proximity compared to distance. Against this background, we hypothesize that a negativity bias likely occurs in conditions of proximity. With increasing psychological distance, however, positively compared to negatively framed information is more likely to be judged true, therefore attenuating or even reversing the bias. Two studies provide preliminary yet weak support for this hypothesis. A final registered study put the preliminary conclusions to a critical test and yielded consistent results: We find a significant interaction between frame and distance, indicating a descriptive trend for a negativity bias in conditions of proximity, yet a positivity bias in conditions of distance. This interaction illustrates that psychological distance may impact the negativity bias in truth judgments.

The Snacking Chameleon: Psychological Proximity Increases Imitation of Food Intake Independently of Brand Choice

Observing other people snacking can affect one’s own consumption behavior. The present experiment tested whether temporal distance moderates imitation of brand choice and the number of snacks consumed. Based on previous research demonstrating that psychological distance (e.g., temporal or spatial distance) reduces imitation of movements, we hypothesized that participants would imitate the amount of food intake to a lesser degree when they temporally distance themselves from a model person. To test this idea, participants (n = 113) were asked to imagine their life either the next day (proximal condition) or in one year (distant condition). Next, participants watched a video clip depicting a model person who chose one of two brands of pretzels and ate either plenty or just a few of the pretzels. Then, participants chose one of the two brands of pretzels, served themselves as many of the pretzels as they liked, and ate them while filling in a tasting questionnaire. As expected, participants primed with proximity imitated snack intake more than participants primed with distance. The brand choice was not affected by self-distancing. Implications for snacking behavior are discussed.

The Impact of Proximity on Consumer Fair Trade Engagement and Purchasing Behavior: The Moderating Role of Empathic Concern and Hypocrisy

The article reports the findings of an empirical study among consumers, regarding the impact of physical, social, and psychological proximity on their engagement to the fair trade idea and purchasing behavior. Based on a random sample of 211 British and 112 Indian consumers and using structural equation modeling, it was found that high levels of physical, social, and psychological proximity leads to high consumer fair trade engagement. Moreover, consumer fair trade engagement was confirmed to have a positive impact on fair trade purchasing behavior. Furthermore, consumer empathic concern was found to positively moderate the association between proximity and consumer fair trade engagement, while the opposite was true with regard to consumer hypocrisy. Finally, consumer nationality was found to have a control effect on physical, social, and psychological proximity, with the latter felt stronger among Indian, as opposed to British consumers.