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ISSN : 1229-8778
This research investigates whether the spatial distance between the images of raw material(e.g., strawberry) and a final product(e.g., strawberry juice) affects the perceived amount of the raw material in the final product. Based on the literature review, two competing hypotheses are developed. According to the prior research showing that spatial distance is a cue for inferring the strength of causality, it is predicted that the closer distance between the two images results in the greater perceived amount of the raw material. In contrast, according to a theory of magnitude(ATOM), the variables representing magnitude interact with each other in a positive way such that the increase in one domain causes the increase in another domain. Since both distance and quantity are the representations of magnitude, it is predicted that the greater distance between the two images results in the greater perceived amount of the raw material. Two empirical tests show that the latter hypothesis is correct. In the first experiment, participants were presented with three products with their raw materials. The result showed that every product was judged to contain more raw material when the images of the raw materials and the final products were located distant. In the second experiment, participants were presented with two products with their raw materials. They reported higher willingness to purchase the two products when the images were placed distant.
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