Objects may appear closer than they actually are

In a recent article at the Scientific American, Piercarlo Valdesolo looks at how the desire for an object may cause distortion in the distance of the beholder's eyes. The way we think and feel about objects changes the distances we perceive in our heads.

In other words, do objects that we want or like appear closer to us than they actually are? In a series of clever experiments Balcetis and Dunning varied the desirability of target objects and asked for participants' estimates of their physical proximity to these objects.

Read the full article here. How can this affect your consumers? If they see an object as easy to obtain, it will become more desirable for them.