The contrast principle: Comparative orders magnify perceived differences
Our perception of things is significantly influenced by the context in which they are presented.
The contrast principle is our tendency to perceive differences between two things to be greater than they actually are when those things are experienced one after the other.
You can experience the contrast principle through a simple experiment. Hold one hand in a bowl of warm water and your other hand in a bowl of cold water for a few minutes. Then place both hands at the same time in a bowl of lukewarm water. The hand that was in the cold water will experience the lukewarm water as warm (so warmer than it actually is), while the hand that was in the warm water will experience it as cold (so colder than it actually is). The contrast between the lukewarm water and the preceding cold or warm water influences how you experience the lukewarm water.
So the same object can seem different depending on what precedes it. Because of this perceptual bias, the perception of something can be significantly affected by the context in which it is presented.
Examples of the contrast principle
In many aspects of life, the contrast principle plays an important role in shaping our perceptions and judgments, often influencing our decisions and preferences without us even realising it.
👉 If we first lift a light object and then a heavy object, we will perceive the heavy object as heavier than if we had lifted it first.
👉 If an expensive item is shown before a cheaper alternative, the cheaper item will appear more affordable or reasonably priced than it actually is. For example: showcasing high-quality branded clothing before cheaper alternatives, luxury cars with exorbitant price tags before more reasonably priced models, or top tech products before cheaper versions. Conversely, an expensive item appears more expensive than it actually is if a cheap item is shown before the expensive item.
👉 After an agreement has been reached on the sale of a car, car salespeople will propose one accessory after another. Compared to the price of the car, the cost of each accessory seems almost negligible. Bringing up the options individually makes each relatively small addition seem insignificant. But added together, they can significantly increase the final price of the car.
👉 If we first see an attractive woman and then a woman of average attractiveness, the second woman will appear less attractive than she really is. If we first see an unattractive woman and then a woman of average attractiveness, the second woman will appear more attractive than she actually is. If a woman of average attractiveness is looking for a man, she should avoid going out with highly attractive girlfriends as they may make her seem less attractive by comparison.
👉 When we are constantly exposed to extremely attractive people in the media, we can become less satisfied with the appearance of our partner or potential partners. If we stay in a luxury hotel and then switch to budget accommodation, the latter may seem much worse in quality than it actually is. If a competent candidate is interviewed for a job after a weak candidate has been interviewed, the competent candidate appears more competent than he or she actually is.
👉 People are willing to walk ten minutes to save 10 euros on a purchase of 30 euros, but not to save the same amount on a purchase of 900 euros. This discrepancy lacks a rational justification, as the effort and savings are identical in both scenarios.
How to reduce the impact of the contrast principle
Protecting yourself from the negative consequences of biases can be tiresome, but it can be worth it when the stakes are high.
⚒️ Become aware of the contrast principle
Becoming aware of the potential influence of the contrast principle is the first step in reducing its impact.
When you make an important or costly decision, take a step back to examine whether the contrast principle could influence the decision. Ask yourself questions such as:
🤔 Do I evaluate options based on their individual merits rather than in comparison to each other? The contrast principle highlights how our perception of something can change based on what it is compared to.
🤔 Could a different context change my perception of the options? For example, a product may appear expensive in one store, but reasonably priced in another store due to the context of other available items.
🤔 Are the options framed in a way that emphasises differences? If one option is highlighted more than the others, it can create a contrast that affects our judgment. For example, by first emphasizing a premium product or prominently displaying a discounted item.
🤔 Are there external factors (advertising, social opinions, etc.) that accentuate the differences between the options? For example, social media influencers or authoritative figures can influence opinions by highlighting their preferences.
🤔 Am I considering the long-term consequences of each option? Sometimes, short-term contrasts can cloud judgment about long-term consequences.
If you become aware that the contrast principle may influence your decision, take steps to mitigate its effects, allowing for a more objective evaluation of your options.
⚒️ Use clear decision criteria
Use clear decision criteria when making an important or costly decision.
👉 Define clear criteria
Before you make a decision, determine exactly what you want to achieve and which features are essential for the intended outcome. Generate a comprehensive list of potential criteria based on these characteristics. For example, when you buy a car, your decision criteria may include fuel efficiency, safety, price range, reliability, maintenance costs, interior comfort and resale value.
👉 Prioritise criteria
Rank your decision criteria based on their importance and relevance to the objective. Some criteria may be essential, while others may be desirable but not crucial. You can assign a weight to each criterion based on its importance. For example, when hiring for a job, qualifications (40%), experience (30%) and cultural fit (30%) might be your top three priorities.
👉 Assess against criteria
Evaluate each option individually against your predetermined selection criteria. For example, if you're buying a house, evaluate each property individually against your predefined criteria rather than just comparing prices. Ensure that the criteria are applied consistently across all evaluations.
By setting clear decision criteria and evaluating options independently of each other against these criteria, you can mitigate the influence of the contrast principle and make more objective decisions.
🎉👏🎈
The contrast principle shows us that our judgments are strongly influenced by what we have previously experienced. By recognising that our judgments are influenced by comparisons, we can more skilfully navigate a world full of choices.
References
Influence, New and Expanded: The Psychology of Persuasion, by Robert B. Cialdini PhD
Why I Hate Beauty, Psychology Today, By Michael Levine and Hara Estroff Marano
My blogposts about influence are available here:
https://www.a3lifedesign.com/blog-english/category/Influence
