The contrast effect is a psychological phenomenon that influences how we perceive and evaluate things based on their surrounding context. It occurs when the presence of one stimulus affects our perception of a subsequent stimulus.

One example of the contrast effect can be observed in the field of marketing. Companies often use this principle to make their products stand out among competitors. By placing a less attractive product next to a more attractive one, the less attractive product appears even less appealing in comparison.

For instance, imagine you are shopping for a new smartphone. You see two models side by side: Model A, which has a sleek design and advanced features, and Model B, which has a less appealing design and fewer features. Due to the contrast effect, Model A will appear even more attractive when compared to Model B, making you more likely to choose it.

Research has also shown that the contrast effect can influence our perception of people. In a study conducted by Lee and Zebrowitz (2002), participants were shown a series of faces. When a less attractive face was shown before a more attractive face, the more attractive face was rated as even more attractive. This demonstrates how our perception of attractiveness is influenced by the context in which it is presented.

References:

1. Lee, H. K., & Zebrowitz, L. A. (2002). Indirect evidence for contrastive exaggeration of facial sexual dimorphism: Further tests of an attractivenes halo effect. Journal of Nonverbal Behavior, 26(2), 129-146.