Lord777
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The principle of contrast affects our difference in perception between two things presented one after the other. If the second subject is clearly different from the first, we will tend to exaggerate the difference. Therefore, if we first lift a light object and then a heavy one, we will judge the second object as heavier than if we lifted it without first trying to lift the light one.
Research has shown that we may not be satisfied with the physical attractiveness of our own lovers just because the popular media bombards us with images of unrealistically attractive models.
In one study, college students rated an average-looking member of the opposite sex as less attractive if they had previously viewed advertisements in popular magazines. In another study, men living in a college dorm used a photograph to rate a potential girlfriend's appearance. Those who did this while watching an episode of the television series Charlie's Angels on TV were rated slightly lower than those who watched the other show. Obviously, the beauty of the movie stars playing Angels made the stranger less attractive to men.
It is much more profitable for traders to present expensive items first, also because if this is not done, the principle of contrast will actively work against them. Presenting an inexpensive item first followed by an expensive item will make the expensive item seem even more expensive to the buyer - hardly desirable for most sales organizations. This way you can "make" the price of the same item appear higher or lower depending on the price of the previously presented item.
Robert Cialdini
"Psychology of Influence"
Research has shown that we may not be satisfied with the physical attractiveness of our own lovers just because the popular media bombards us with images of unrealistically attractive models.
In one study, college students rated an average-looking member of the opposite sex as less attractive if they had previously viewed advertisements in popular magazines. In another study, men living in a college dorm used a photograph to rate a potential girlfriend's appearance. Those who did this while watching an episode of the television series Charlie's Angels on TV were rated slightly lower than those who watched the other show. Obviously, the beauty of the movie stars playing Angels made the stranger less attractive to men.
It is much more profitable for traders to present expensive items first, also because if this is not done, the principle of contrast will actively work against them. Presenting an inexpensive item first followed by an expensive item will make the expensive item seem even more expensive to the buyer - hardly desirable for most sales organizations. This way you can "make" the price of the same item appear higher or lower depending on the price of the previously presented item.
Robert Cialdini
"Psychology of Influence"
