CONTRAST EFFECT
Definition
The Contrast Effect is an unconscious bias that happens when two things we judge are compared to one another.
The comparison could be successive or simultaneous and can apply to various traits, ranging from physical qualities, such as color and taste, to more abstract qualities, such as price and attractiveness.
It is common to see the contrast effect in our daily life.
For example, if you go out with your taller friend (6.5 feet). Even though you have above average height (6 feet), in the eyes of others, you are still not as tall as you are in isolation.
Experiment
Look at this picture.
Is the color of square A the same as square B?
You will probably say no and feel that the grey on square A is darker than the grey on square B.
But after you print this picture, cut out those two squares, and hold them side by side, you will find the color of A is the same as the color of B.
Here is how the Contrast Effect creates the illusion.
Print the picture out and try it!
Applications in Business
You can always see a price tag with the original price crossed off and the new price next to it. Such a comparison will make consumers feel that they get a real bargain. Therefore, consumers are more likely to buy the products. However, it is possible that sellers deliberately increase prices at first, then use the Contrast Effect to create an illusion of a special offer.
The Contrast Effect is widely used and effective in selling. So, what should we do to protect ourselves from such a selling tactic?