The perception of an item or situation is affected by comparison to what came before it.
Examples:
<ul>
<li>Cold water then room-temperature water feels warm.</li>
<li>Hot water then room-temperature water feels cold.</li>
<li>Retail clothing: Present expensive items first so others seem cheaper.</li>
<li>Real estate: Show unattractive homes first so the better option appears more appealing.</li>
</ul>
Where does this idea come from?
<ul>
<li>Perception psychology</li>
<li>Cognitive biases</li>
</ul>
What's similar to this idea?
<ul>
<li>Anchoring bias</li>
<li>Framing effect</li>
<li>Decoy effect</li>
</ul>
What's opposite of this idea?
<ul>
<li>Absolute evaluation</li>
<li>Objective analysis</li>
</ul>
Where does this idea lead to?
<ul>
<li>Influence in decision-making</li>
<li>Pricing strategies in marketing</li>
<li>Perceived value manipulation</li>
</ul>
Status: #idea 
Tags: perception, decision-making, biases, marketing strategies
<hr>
<h1>References</h1>
Influence by Robert B. Cialdini > Chapter 1

Mo's Blog.

Perceptual Contrast principle

References