{"id":102536,"date":"2023-05-13T17:53:00","date_gmt":"2023-05-13T21:53:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=102536"},"modified":"2023-05-17T11:26:21","modified_gmt":"2023-05-17T15:26:21","slug":"contrast-effect-bias","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/contrast-effect-bias\/","title":{"rendered":"How to Use the Contrast Effect Bias to Be More Persuasive"},"content":{"rendered":"\n

What made John F. Kennedy such an effective communicator? How might you use the same techniques?<\/p>\n\n\n\n

If you want to influence people, you must understand what makes them tick. In How Highly Effective People Speak<\/em>, Peter D. Andrei shows how to take advantage of cognitive biases<\/a> to persuade people. One of these is the contrast effect bias<\/a>.<\/p>\n\n\n\n

Continue reading to see how using the contrast effect<\/a> in your communication is one of the most effective ways to improve your rhetorical skills.<\/p>\n\n\n\n\n\n\n\n

Contrast Effect Bias<\/h2>\n\n\n\n

The contrast effect is the tendency to judge things presented closely together or in rapid succession together rather than separately<\/strong>, and it can strengthen or weaken perceived differences and similarities between two or more things. Like the anchoring bias<\/a>, the contrast effect relies on our inability to judge things without a point of comparison. The contrast effect, however, doesn\u2019t necessarily rely on the initial point of reference as the anchoring bias does. Instead, it\u2019s activated by ongoing comparisons between two things.<\/p>\n\n\n\n

For example, you could be presented with two things simultaneously, and this comparison would affect your perception of both of them. If you see a new boat right next to an old, rundown one, the new boat will seem even better than it actually is while the used one will seem even worse.<\/p>\n\n\n\n

(Shortform note: One area in which contrast effect bias can negatively impact decision-making<\/a> is in the hiring process<\/a>. When hiring out of a pool of candidates, recruiters will naturally compare each candidate to the rest of the pool instead of evaluating each candidate individually. This can result in a weak candidate looking stronger than they should, or it can lead to overlooking someone who\u2019s perfect for the job because they get lost in a sea of other strong applicants. To avoid this, some companies avoid using CVs and instead use work samples<\/a>, which can more effectively show a candidate\u2019s potential.)<\/p>\n\n\n\n

Andrei provides several examples of how you can use the contrast effect in your speech or writing to make it more persuasive.<\/p>\n\n\n\n

Use antithesis<\/strong>: Antithesis refers to presenting strongly contrasting or opposite ideas together for dramatic persuasive effect. \u201cNot ___, but ___.\u201d Andrei points out that President John F. Kennedy used this strategy to great effect in his famous line, \u201cAsk not what your country can do for you; ask what you can do for your country.\u201d<\/p>\n\n\n\n

Antithesis and Antimetabole in Kennedy\u2019s Inaugural Address<\/strong>

Andrei points to John F. Kennedy\u2019s famous line from his 1961 inaugural address as an example of antithesis, but the rest of Kennedy\u2019s famous speech<\/a> is filled with antithesis as well. In the opening, he says, \u201cWe observe today not a victory of party but a celebration of freedom.\u201d Later, he says, \u201cWe offer not a pledge but a request: that both sides begin anew the quest for peace.\u201d Just after, he says, \u201cNot a new balance of power, but a new world of law.\u201d And he follows up his famous \u201cask not\u201d line with another: \u201cAsk not what America will do for you, but what together we can do for the freedom of man.\u201d

Kennedy\u2019s famous \u201cAsk not what you can do\u201d line is also an example of another rhetorical device: antimetabole. Antimetabole<\/a> is when the words of a sentence are repeated in reverse order, as in, \u201cWhen the going gets tough, the tough get going.\u201d This symmetrical structure is artistically pleasing and helps the phrase stick in the audience\u2019s mind, which is perhaps one reason that Kennedy\u2019s phrase is so well remembered decades later.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Present and decline other options: <\/strong>To make use of the contrast effect and make your idea seem better by comparison, you need to present other options. If the alternatives you present are obviously inferior to your proposal, you can leave them be. If there is room for debate on which idea is better, you need to settle this debate by showing the benefits of your product or idea or the drawbacks of the alternative. For example, in a sales presentation<\/a>, you might say, \u201cThe [competitor\u2019s product] can do this, while [your product] can do the same thing for half the price.\u201d<\/p>\n\n\n\n

(Shortform note: Business experts call this use of the contrast effect a technique of \u201clow-pressure selling<\/a>,\u201d in which the salesman doesn\u2019t try to coerce a customer into buying something they don\u2019t want but instead lets them make the decision on their own. The contrast effect can be used no matter how similar the competing products are, or even if the product you\u2019re selling is inferior in many ways, because there will almost always be at least one area in which your product is better. Simply pointing out the advantages of your product in an approachable (low-pressure) way can significantly increase your sales.)<\/p>\n\n\n\n

Create contrast in the diction: <\/strong>You can use the contrast effect not only in the content of your argument but also in the way you present it. Andrei provides two ways of doing this, both of which involve starting a pattern in your speech or writing and then breaking it to provide persuasive emphasis. For example, speak quickly and loudly for a few sentences then stop, slow down, and speak quietly when emphasizing a point. In writing, you could use a repetitive phrase and then break the pattern for emphasis: \u201cRenewable energy will give us healthier air, healthier water, healthier children, a healthier economy, a healthier planet; oil gives us pollution, greed, and war.\u201d<\/p>\n\n\n\n

Pattern-Breaking: How to Use It and Why It\u2019s Effective<\/strong>

In TED Talks<\/em><\/a>, Chris Anderson provides specific advice for how to vary your speech rate<\/a>. He advises speaking more quickly when telling a story or anecdote because people can easily process information presented in this form. When explaining a theory or concept, slow down, as the audience will need time to fully understand and appreciate what you\u2019re saying.

These pattern-breaking techniques may be effective because of the human brain\u2019s pattern-seeking tendency. Humans are wired to seek and find patterns, and some argue that our superior pattern processing is why we have such a strong capacity for reasoning, communication, and abstract thought<\/a>. So when you establish a pattern and then break it, an audience will subconsciously notice this abrupt change because they\u2019re hardwired to.<\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"

What made John F. Kennedy such an effective communicator? How might you use the same techniques? If you want to influence people, you must understand what makes them tick. In How Highly Effective People Speak, Peter D. Andrei shows how to take advantage of cognitive biases to persuade people. One of these is the contrast effect bias. Continue reading to see how using the contrast effect in your communication is one of the most effective ways to improve your rhetorical skills.<\/p>\n","protected":false},"author":9,"featured_media":102543,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,9,43],"tags":[1026],"class_list":["post-102536","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-psychology","category-self-improvement","tag-how-highly-effective-people-speak","","tg-column-two"],"yoast_head":"\nHow to Use the Contrast Effect Bias to Be More Persuasive - Shortform Books<\/title>\n<meta name=\"description\" content=\"The contrast effect bias is activated by ongoing comparisons. 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