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Psychological Distance in German and English Brand Language of Eight International Brands
(ZHAW & University of Zurich at http://ceur-ws.org, 2020)
Language offers additional insights to sentiment and content. The same content can be described with psychologically close or distant language. According to the Construal-Level Theory (Trope & Liberman, 2010), psychological ...
Psychological Distance of Brand Associations
The language consumers use to address brands can be psychologically close or distant. An example of psychologically distant language is a consumer tweeting to YSL “nail polish looks so lush love to do a review for it”. ...