This research examines the effect that leaving space between products has on consumers’ estimation of product size. We theorize and empirically confirm that when space is left between products (i.e., the display is interspaced), consumers are better able to distinguish the product from the environment, which results in more attention being devoted to the product, and, in turn, larger estimation of the product’s size. Furthermore, we demonstrate downstream outcomes (i.e., consumer choices, purchase intentions) of the effect of interspatial product display on product size estimates; that is consumers react more favorably to products that are displayed in an interspatial product display when their product usage goals require large-sized products. Meanwhile, non-interspatial product displays are preferred when consumers holding a consumption goal geared to a small product size. Finally, we validate and solidify these novel interspace effects in both advertising and retailing contexts via a series of six studies including five different product types (e.g., shampoo, food, water bottle).

这项研究检验了产品之间留出空间对消费者对产品尺寸的估计的影响。我们进行理论分析并凭经验确认，当产品之间留有空间（即显示器是隔开的）时，消费者可以更好地将产品与环境区分开来，从而导致更多的注意力集中在产品上，并且反过来，更大的注意力也转移到了产品上。产品尺寸的估算。此外，我们展示了空间间产品展示对产品尺寸估算的影响的下游结果（即，消费者的选择，购买意图）；也就是说，当消费者的产品使用目标要求使用大尺寸产品时，他们对跨空间产品展示中显示的产品会有更有利的反应。同时，当消费者持有针对小尺寸产品的消费目标时，首选非空间产品展示。最后，我们通过六项研究（包括五种不同的产品类型（例如洗发水，食品，水瓶））对广告和零售环境中的这些新颖的空间效应进行了验证和巩固。