Opposing ideas or stimuli highlight each other in memory and judgment.
Classical associationism. It is why contrast effects in pricing and in interviewing are so strong — the previous item sets the frame against which the next is judged.
In practice
- A salary offer of £62,000 seems generous after a discussion of £55,000 and mean after a discussion of £70,000.
- A mediocre candidate interviewed after a weak one is rated well above the same candidate interviewed after a strong one.