Contrast Effect

The contrast effect is the tendency for the perceived quality, size or value of a stimulus to be judged not on its own terms but relative to a recently or simultaneously presented comparison stimulus, so that the same object can be judged more or less favorably depending on what it is compared against. The effect has been demonstrated across sensory judgments, such as perceived weight or temperature, and evaluative judgments, such as ratings of physical attractiveness or negotiation offers, and it is discussed extensively in psychophysics research tracing back to nineteenth century work on relative versus absolute judgment. In consumer and marketing contexts, the contrast effect is frequently invoked to explain why presenting an expensive option first can make a subsequently presented, still costly option seem comparatively reasonable.