So Close I Can Almost Sense It: The Interplay between Sensory Imagery and Psychological Distance

Across the five sensory modalities we examine an unexplored difference in imagery: psychological distance. In particular, we propose that imagined senses can be psychologically more proximal or distal based on the maximum physical distance typically required for a stimulus to be sensed. Specifically, we propose that imagined senses that require close proximity to the body in order to be sensed (i.e., taste, touch) will feel more psychologically proximal than senses that do not require such close proximity (i.e., hearing, sight). We obtain support for our theoretical framework across a pilot study, four lab studies, and one field study by examining how images evoked using different sensory modalities differentially influence variables shown in past research to vary along psychological distance: (1) the imagined distance between the consumer and the stimulus, (2) product perceptions on other dimensions of psychological distance, and (3) persuasion when matched with other dimensions of psychological distance.