USC Marshall School of Business

Asian News International featured a study by B. Kyu Kim and colleagues on how spatial distance can influence consumer behavior. The study found that people's judgment of time is influenced by that of spatial distance; if they think two distances are farther away, they will think it takes longer to get there. This can make consumers impatient and result in them pursuing instant gratification. "We do not realize how susceptible our judgment of time is to seemingly irrelevant factors like spatial distance," Kim wrote. ScienceDaily, Psychology Today, and the Daily Mail featured the research.