# Professor Adam Alter's joint research on cognitive disfluency and Professor Yaacov Trope's joint research on psychological distance

1 April 27, 2017 Stern in the News ![Factor Daily logo 192 x 144](/sites/default/files/styles/246w/public/assets/images/factordaily192x144.jpg?itok=zG-t_s6v)>

Excerpt from [Factor Daily](https://factordaily.com/opinions/constual-level-theory-marketing-consumer-behaviour/) -- "...this theory, proposed by psychologists Nira Lieberman and Yaacov Trope, suggests that this construal level is a function of another concept called psychological distance. ...research by [Adam Alter](http://www.stern.nyu.edu/faculty/bio/adam-alter) and Daniel Oppenheimer has shown that using hard-to-read fonts in a message or advertising can manipulate the mind into a higher construal level, while easy-to-read fonts can lead to lower construal levels."

[Read more](https://factordaily.com/opinions/constual-level-theory-marketing-consumer-behaviour/)