 However, in the international business context, psychic distance is frequently measured in terms of national averages or in terms of the national-level differences that influence those perceptions.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.In 1912 Cambridge's Edward Bullough wrote of it in a long paper entitled, "Psychical Distance as a factor in Art and an Aesthetic Principle" which appeared in the British Journal of Psychology.