I'm quite sure this has been discussed many times, but I hate the search feature here, so here goes...

Yesterday afternoon, while in my tower stand, I watched several does thru my wife's Leupold 8x32 binos. One looked to be a little button buck, so I thought I might get a better look thru the higher magnification 3-9x40 Conquest. When I got the deer in the scope, it appeared noticeably smaller, and looked to be "farther" away.

So why would a object (deer) appear smaller, and farther away at 9x in the scope, vs 8x binos with smaller objectives?