Values Created from Far and Near: Influence of Spatial Distance on Brand Evaluation
研究发现，产品视觉呈现与消费者的空间距离会因品牌形象（高端或大众）而增强或削弱品牌评价，为广告和产品展示中的视觉线索运用提供指导。
This research shows that spatial distance between visual representations of a product and consumers may enhance or devalue consumers’ perceptions of the brand depending on the brand image (prestigious vs. popular). The authors suggest that spatial distance signals prestige when status and luxury are relevant to the brand image, and decreased distance signals social closeness when popularity and broad appeal are relevant to the brand image. The authors show that for prestigious brands whose brand image is associated with status and luxury, consumers’ attitude toward the product becomes more favorable and their willingness to pay a premium for the product grows as the distance between the visual representations of the product and the consumer increases. In contrast, for popular brands whose brand image is associated with broad appeal and social connectedness, the closer the distance, the more favorable is consumers’ attitude and the higher their willingness to pay a premium. The findings provide useful guidelines to marketers on the use of visual cues in advertising and product displays.