Rational brain · Framing & Choice Architecture
Contrast Effect
The same thing looks bigger, cheaper or better next to a worse comparison; sellers control the comparison you see just before the offer.
An everyday example
The estate agent who shows two poor flats before the one they want to sell.
What it can cost you
Judging against the neighbour instead of against the market.
Warning signs
- It looks great next to the last one.
- They chose what I saw first.
One thing to do
Compare against your own benchmark set, chosen before the presentation, not against whatever was placed beside the option.
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