changingminds.org

How we change what others think, feel, believe and do

 

Disciplines

 

Techniques

 

Principles

 

Explanations

 

Theories

 

 

Home

 

Blog!

 

Quotes

 

Guest articles

 

Analysis

 

Books

 

Help us

 

Links

 

 

Please help
and share:

 

Perceptual Contrast Effect

 

Explanations > Theories > Perceptual Contrast Effect

Description | ResearchExample | So What? | See also | References 

 

Description

When we make decisions, we tend to do it by contrasting between the decision item and reference items. When two things appear close to one another, we will tend to evaluate them against one another more than against a fixed standard.

Research

Sherif, Taub and Hovland (1958) found that when subjects first lifted a heavy weight, they underestimated the weight of lighter weights they were subsequently asked to lift.

Example

When you meet two other people, you are likely to compare each against the other on several dimensions to decide which you prefer. This may include physical beauty, similarity of interests and various personality factors. 

A simple physical way of illustrating perceptual contrast is to put one hand into hot water and other into cold water, then move them both to lukewarm water. The cold hand will feel hot and the hot hand will feel cold.

So what?

Using it

To make something look good, first show something of inferior quality. To get someone to buy something expensive, first show them something even more expensive.

Defending

When you make a decision, think about the comparison standards you are using. If it is something you have recently seen, consider whether the person who showed you the first thing is using it for the contrast effect.

See also

Halo Effect, Primacy Effect

References

Sherif, Taub and Hovland (1958), Cialdini (1993)

|sp|gs|

More Kindle books:

And the big
paperback book


Add/share/save:


 

 


Save the rain


 

 


SalesProCentral

 

Contact Caveat About Students Webmasters Awards Guestbook Feedback Sitemap Changes

 

 

Quick links

Disciplines

* Argument

Brand management

* Change Management

Coaching
+
Communication

Counseling

Game Design

+ Human Resources

+ Job-finding

* Leadership

Marketing

Politics

+ Propaganda

+ Rhetoric

* Negotiation

* Psychoanalysis

* Sales

Sociology

+ Storytelling

+ Teaching

Warfare

Workplace design

 

Techniques

+ Assertiveness

* Body language

* Change techniques

* Closing techniques

+ Conversation

Confidence tricks

* Conversion

* Creative techniques

* General techniques

+ Happiness

+ Hypnotism

+ Interrogation

* Language

+ Listening

* Negotiation tactics

* Objection handling

+ Propaganda

* Problem-solving

* Public speaking

+ Questioning

Using repetition

* Resisting persuasion

+ Self-development

Sequential requests

Stress Management

* Tipping

Using humor

* Willpower

Principles

+ Principles

Explanations

* Behaviors

+ Beliefs

Brain stuff

Conditioning

+ Coping Mechanisms

+ Critical Theory

+ Culture

Decisions

* Emotions

Evolution

Gender

+ Games

Groups

+ Identity

+ Learning

Meaning

Memory

Motivation

+ Models

* Needs

+ Personality

+ Power

* Preferences

+ Research

Relationships

+ SIFT Model

+ Social Research

Stress

+ Trust

+ Values

Theories

* Alphabetic list

* Theory types

 


  Changing Minds 2002-2013

  Massive Content -- Maximum Speed

TOP