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Journal of Consumer Research Vol. 44 No. 4 2017

So Close I Can Almost Sense It: The Interplay between Sensory Imagery and Psychological Distance

Ryan S. Elder1; Ann E. Schlosser2; Morgan Poor3; Lidan Xu4

1 Marriott School of Business, Brigham Young University, 690 TNRB, Provo · 2 Foster School of Business, University of Washington, Box: 353226, Seattle · 3 Fowler College of Business, San Diego State University, 5500 Campanile Dr, San Diego · 4 University of Illinois at Urbana-Champaign, 350 Wohlers Hall, 1206 South Sixth Street, Champaign

Abstract

Across the five sensory modalities we examine an unexplored difference in imagery: psychological distance. In particular, we propose that imagined senses can be psychologically more proximal or distal based on the maximum physical distance typically required for a stimulus to be sensed. Specifically, we propose that imagined senses that require close proximity to the body in order to be sensed (i.e., taste, touch) will feel more psychologically proximal than senses that do not require such close proximity (i.e., hearing, sight). We obtain support for our theoretical framework across a pilot study, four lab studies, and one field study by examining how images evoked using different sensory modalities differentially influence variables shown in past research to vary along psychological distance: (1) the imagined distance between the consumer and the stimulus, (2) product perceptions on other dimensions of psychological distance, and (3) persuasion when matched with other dimensions of psychological distance.

DOI
10.1093/jcr/ucx070
Volume
44
Issue
4
Pages
877-894
Language
en
Sources
crossref openalex

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