This research shows that spatial distance between the visual representations of the product and the consumer 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, but 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, the further is the distance between the visual representations of the product and the consumer, the more favorable would consumers’ attitude be toward the product, and the higher their willingness to pay a premium for the product. In contrast, for popular brands whose brand image is associated with broad appeal and social connectedness, the closer is the distance, the more favorable would consumers’ attitude be, 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 display.

这项研究表明，产品的视觉表示与消费者之间的空间距离可能会增强或贬低消费者对品牌的看法，这取决于品牌形象（久负盛名）。这组作者建议，当地位和奢侈品与品牌形象相关时，空间距离表示声望，而当知名度和广泛吸引力与品牌形象相关时，距离则表示社会亲密。作者表明，对于品牌形象与地位和奢侈品相关的著名品牌，产品的视觉表示与消费者之间的距离越远，消费者对产品的态度越有利，他们的意愿就越高。为产品支付溢价。相比之下，对于品牌形象与广泛吸引力和社会联系度相关的流行品牌，距离越近，消费者的态度就越有利，他们支付溢价的意愿就越高。调查结果为营销人员在广告和产品展示中使用视觉提示提供了有用的指导。