1.
Values Created from Far and Near
Influence of Spatial Distance on Brand Evaluation
Chu, Chang, and Lee (2021)

2.
Spatial Distance as a Visual Cue
“Spatial distance” refers to the distance between the visual representations
of the product and the consumer, or a model in an advertisement.
Consider:
• Product displays inside a store
• An ad featuring a product and a model
• A store window showing a product and
a mannequin
Chu, Chang, and Lee (2021)

3.
Distance Conveys Prestige
• Many things that people desire are ones
they cannot afford.
• Something far away is consistent with the
notion that it is not readily attainable.
• Products shown at a distance from the
consumer are perceived as more prestigious.
Distance Conveys Connectedness
• Proximal distance conveys relationship
closeness
• Products shown close to the consumer
benefit from enhanced social
connectedness.
Chu, Chang, and Lee (2021)
Spatial Distance Conveys Meaning

4.
Brand Image Influences Interpretation
• When brand image is associated with luxury and prestige
• Distance conveys prestige
• Far distance enhances perceived prestige and status
• When brand image is associated with broad appeal
• Distance conveys social connectedness
• Near distance enhances perceived social closeness and
interpersonal intimacy
Chu, Chang, and Lee (2021)

5.
How to Use Spatial Distance in Marketing?
• Print ads, websites, store layout, and window display
• For luxury products with an exclusive brand image, place the
product further away from the consumer or model
• For popular products that appeal to a wide customer base,
place the product closer to the consumer or model
Chu, Chang, and Lee (2021)