Effects of psychological distance on assessment of severity of water pollution

• Wei Zhang

  Zhejiang University

• Gui-Bing He

  Zhejiang University

• Yue Zhu

  Zhejiang Gongshang University

• Long Cheng

  China Merchants-Bank, Shenzhen

We conducted 2 studies to investigate the role of psychological distance in the assessment of degree of severity of water pollution. In Study 1, 132 participants evaluated the severity of water pollution with 3 dimensions of psychological distance, that is, temporal, social, and probability, each comprising 3 levels. Results showed that temporal distance did not have a significant influence on the assessment of the severity of water pollution, whereas probability and social distance did. In Study 2, 146 participants evaluated the severity of water pollution in three 2 × 2 designs and one 2 × 2 × 2 design. Results demonstrated that, when the 3 psychological distances coexisted, the main effect of probability distance on severity assessment was significant, but neither temporal nor social distance had a significant effect.

1. Wei Zhang, Zhejiang University
   Department of Psychology and Behavioral Sciences
2. Gui-Bing He, Zhejiang University
   Department of Psychology and Behavioral Sciences
3. Yue Zhu, Zhejiang Gongshang University
   Human Resource and Organization Management Department
4. Long Cheng, China Merchants-Bank, Shenzhen
   Post-Doctoral Research Center

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