ABSTRACT
Spatial judgments, such as “how big?, how long?, how many?” are an integral part of day-to-day living. In many aspects of everyday behavior, people need to make spatial judgments, such as how long different waiting lines are, how large various fruit or vegetables are, if a carpet will fit nicely in their living room. Since people do not use complex mathematical formulae to make these judgments, systematic biases in these judgments are important to study and document. Research in the area of spatial perceptions has demonstrated many such biases. This research has been done for more than a century in cognitive psychology, environment psychology, and urban planning, but only recently in marketing. This paper is to bring together spatial perception research relevant to marketing in an integrated framework. The framework also shows the links between various seemingly disparate pieces of research being done in marketing related to spatial perceptions.
