Dating Advice and Contrast
we tend to judge the value of something based on what we have to compare it to.
If you are seeking a partner, never go out in the company of your supermodel friends. People will find you less attractive than you really are. Go alone or, better yet, take two ugly friends.
In other words, “we usually decide something is beautiful, expensive or large if we have something ugly, cheap or small in front of us.”
Ever purchased leather seats in your brand new car without thinking twice? $3K for leather seats may seem minuscule compared to the $60K you just spent on your new wheels.
How about this sale, was $100 now down to $70? Sounds like a good deal, unless you go next door and see the same product for $70 every day.
This very illusion is exploited by industries daily and we tend to react by jumping at the chance without noticing our money disappearing. Instead of falling victim to these deals, do your homework. If you can get leather seats for $2.5K elsewhere either use this knowledge to bargain down the salesman or go elsewhere. And always be sceptical of ‘sale’ prices.
Lesson 2: You use availability and comparison to determine value rather than looking at actual pros and cons.
Taking your more attractive friend to a club with you is a bad idea. Doing this makes you less likely to score a date. This happens because the comparison to your more attractive friend makes you appear less attractive than you really are.
Regardless of what we think, making absolute judgments doesn’t come easily to us. Instead, we rely on comparisons to make decisions. We choose the option that looks better instead of examining real pros and cons. This is called the contrast-effect and is also why product discounts work so well. If a $100 item becomes $70, we see it as better than an item that is normally just $70 only because of the comparison.
Similarly, companies use the idea of scarcity to get customers to buy. When they use phrases like “today only” or “limited time offer,” the brain sees a potential missed opportunity and resorts to making a purchase.
If you want to break through these biases of scarcity and comparison, focus on the value of items. When you see something is 30% off or “only while supplies last,” think only about the costs and benefits of purchasing the item.
