The Contrast Principle Is a Great Weapon of Influence

The great advantage of this principle is not only that it works, but also that it is virtually undetectable. Those who employ it can cash in on its influence without any appearance of having structured the situation in their favour. Retail clothiers are a good example. They behave in accordance with what the contrast principle would suggest sell the suit first because when it comes time to look at sweaters, even expensive ones, their prices will not seem as high in comparison. Automobile dealers use the contrast principle by waiting until the price for a new car has been negotiated before suggesting one option after another which might be added in the wake of a 15 thousand dollar deal. The hundred or so dollars required for