The contrast effect is a cognitive bias that distorts our perception of an object or event based on the comparison with a similar but significantly different stimulus that we have encountered recently. It causes our judgment to be influenced by the presence of an unrelated or contrasting stimulus.

This bias is most evident when two stimuli are presented sequentially or in close proximity, leading to an overemphasis or underestimation of certain qualities or characteristics of the target stimulus.

Key Points:

• The contrast effect alters our perception by amplifying differences between stimuli that are presented in close succession.
• It can affect various aspects including visual perception, evaluations, decision-making, and purchasing behavior.
• The effect can occur at both conscious and unconscious levels, shaping our opinions and judgments without our conscious awareness.
• Marketers and advertisers often exploit the contrast effect to influence consumer preferences and promote their products or services.
• Awareness of the contrast effect can help individuals make more objective evaluations and avoid making biased decisions based solely on recent stimuli or comparisons.