Contrast Effect (Cognitive Bias #2)

What is it?  The contrast effect is one of the most obvious biases we have.  It's the tendency to judge things based on the things that are near them (either in time or in space).  Things seem bigger when they're near smaller things, and vice versa.

Why is it useful?  It's extremely useful to compare things to each other.  You can then easily find and eat the plumpest peach, pick the cutest kitten, buy the cheapest DVD player, and watch the best movie.

How can it be harmful?  It tempts you to compare yourself to the Jones's, to feel like your iPod isn't as good anymore now that a new version came out, it makes you feel okay in your crappy job when you get a raise, and sometimes it feels as if nothing is as great as the first time you did it, heard it, saw it, or experienced it.

Links:

• Contrast Effect [Wikipedia]
• Contrast Principle [Wikipedia]