Contrast Principle Quote by Robert B. Cialdini
““It is much more profitable for salespeople to present the expensive item first, not only because to fail to do so will lose the influence of the contrast principle; to fail to do so will also cause the principle to work actively against them. Presenting an inexpensive product first and following it with an expensive one will cause the expensive item to seem even more costly as a result—hardly a desirable consequence for most sales organizations.””
About This Quote
Source Book: Influence: The Psychology of Persuasion, 1984
Presenting a cheap product before an expensive one makes the expensive one look worse, hurting sales.
In simple terms: Showing cheap first harms expensive sales.
Key Takeaway
Start with the high‑priced item.
Themes
sales
psychology
pricing
influence
Mood
strategic
analytical
Type
business
psychology
When to use this quote
- retail pricing
- B2B negotiations
- up‑selling
- product launches
Key Concepts
contrast principle
anchoring
perception
Questions to Reflect On
- How does product order affect perceived value?
- Can anchoring be used positively?
A Different Perspective
If customers expect a discount, the contrast may backfire.
