Exploring the roles of physical effort and visual salience within the proximity effect

Recent work has explored the effectiveness of the Proximity Effect, where increasing the physical distance between consumer and snacks reduces intake. Foods requiring less effort to attain, or being more visually appealing, are seen to be consumed more. Relatedly, perceived effort and visual salience are suggested mechanisms for the proximity effect, but no prior studies have directly manipulated these in association with the effect. Two...