Too close to call: Spatial distance between options influences choice difficulty

Schneider IK, Stapels J, Koole SL, Schwarz N (2020)
Journal of Experimental Social Psychology 87: 103939.

Zeitschriftenaufsatz | Veröffentlicht | Englisch
 
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Autor*in
Schneider, Iris K.; Stapels, JuliaUniBi; Koole, Sander L.; Schwarz, Norbert
Abstract / Bemerkung
In language, people often refer to decision difficulty in terms of spatial distance. Specifically, decision-difficulty is expressed as proximity, for instance when people say that a decision was “too close to call”. Although these expressions are metaphorical, we argue, in line with research on conceptual metaphor theory, that they reflect how people think about difficult decisions. Thus, here we examine whether close spatial distance can actually make decision-making harder. In six experiments (total N = 672), participants chose between two choice options presented either close together or far apart. As predicted, close (rather than far) choice options led to more difficulty, both in self-report (Experiment 1A–1C) and behavioral measures (decision-time, Experiment 2 and 3). Identifying a boundary condition, we show that close choice options lead to more difficulty only for within-category choices (Experiment 3). The too-close-to-call effect is theoretically and methodologically relevant for a broad array of research where choice options are visually presented, ranging from social cognition, judgment and decision-making to more applied settings in consumer psychology and marketing.
Stichworte
Spatial Distance; Choice; Decision Making; Metaphor; Consumer behavior
Erscheinungsjahr
2020
Zeitschriftentitel
Journal of Experimental Social Psychology
Band
87
Art.-Nr.
103939
ISSN
0022-1031
Page URI
https://pub.uni-bielefeld.de/record/2939828

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Schneider IK, Stapels J, Koole SL, Schwarz N. Too close to call: Spatial distance between options influences choice difficulty. Journal of Experimental Social Psychology. 2020;87: 103939.
Schneider, I. K., Stapels, J., Koole, S. L., & Schwarz, N. (2020). Too close to call: Spatial distance between options influences choice difficulty. Journal of Experimental Social Psychology, 87, 103939. doi:10.1016/j.jesp.2019.103939
Schneider, I. K., Stapels, J., Koole, S. L., and Schwarz, N. (2020). Too close to call: Spatial distance between options influences choice difficulty. Journal of Experimental Social Psychology 87:103939.
Schneider, I.K., et al., 2020. Too close to call: Spatial distance between options influences choice difficulty. Journal of Experimental Social Psychology, 87: 103939.
I.K. Schneider, et al., “Too close to call: Spatial distance between options influences choice difficulty”, Journal of Experimental Social Psychology, vol. 87, 2020, : 103939.
Schneider, I.K., Stapels, J., Koole, S.L., Schwarz, N.: Too close to call: Spatial distance between options influences choice difficulty. Journal of Experimental Social Psychology. 87, : 103939 (2020).
Schneider, Iris K., Stapels, Julia, Koole, Sander L., and Schwarz, Norbert. “Too close to call: Spatial distance between options influences choice difficulty”. Journal of Experimental Social Psychology 87 (2020): 103939.

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