The Effect of Letter versus Number Cues on Distance Perception
Journal of Consumer Psychology · 2021 · Volume 31 · Issue 4
Abstract
People experience the world through distance perceptions, such as perceiving distance when moving through store aisles, locating movie theater seats, spotting parking spaces, or navigating airport gates. The distance can be perceived using qualitative (e.g., letter) or quantitative (e.g., number) cues. In this research, we focus on how the type of cues can influence consumers’ distance perceptions and affect their everyday judgments. Specifically, we suggest that in pretask estimates (referred to as the preaction stage), letter cues lead to lesser distance perceptions. However, in posttask estimates (referred to as the postaction stage), letter cues lead to greater distance perceptions. We explain the result pattern in the preaction stage using naive beliefs about the ease of computation and magnitude judgments (i.e., computational fluency). In the postaction stage, we propose that expectation–disconfirmation causes such a reversal in distance perceptions. We test the proposed patterns of results and theoretical accounts across two laboratory studies and two field studies.
Keywords
Distance perception, Field experiments, Letters, Magnitude, Numbers
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