the individual and it is their subjective perception that uniquely determines "psychic distance".[2] As a result it is often viewed as a humanistic reflection of individual acuity and not a collective, organisational or societal perspective. However, in the international business context, psychic distance is frequently measured in terms of national averages[3] or in terms of the national-level differences that influence those perceptions.[4]
In his book, King refers to his preference to use the term "aesthetic distance" rather than psychic distance, as he feels the latter term has misleading connotations in current usage.[5]