The Contrast Principle

The contrast principle affects how we perceive the difference between two things that are presented one after another. If the second item is fairly different from the first, we will tend to see it as more different than it actually is.

For example:

• If you lift a light object and then a heavy object, the heavy object will feel heavier than if you had lifted it on its own.
• If you put one hand in hot water and the other in cold water, and then put both in room-temperature water, the hand that was in the hot water will feel cold, and the hand that was in the cold water will feel hot.

This principle is used in various sales techniques:

• Clothing: Salespeople are taught to sell the expensive item first. A sweater's price will seem much lower in comparison to a suit's price.
• Real Estate: Agents may show "setup" properties (undesirable houses at inflated prices) first to make their other properties look much better in comparison.
• Cars: Car dealers negotiate the price of the car first, then offer additional options one by one. The price of each option seems small compared to the price of the car.

The contrast principle is a powerful tool because it is virtually undetectable. The person being influenced is often unaware that the situation has been structured to influence their decision.