Distance Matters: Physical Space and Social Impact

Studies of college students and citizens of south Florida, United States, students in Shanghai, China, and an international sample of social psychologists show that social influence, measured by the frequency of memorable interactions, is heavily determined by distance. In all three cases, although there was a great deal of interaction with distant persons, the relationship between distance and interaction frequency was well described by an inverse power function with a slope of approximately -1, consistent with the expectation that social impact is proportional to the inverse square of the distance separating two persons. This result confirms one principle from Latane's 1981 theory of social impact and helps explain the ability of opinion minorities to cluster and survive in the face of majority influence.