Option Set Change
Changing the option set where you/your offering is included is a way to manipulate the context. It’s very similar to perceived contrast, but in this you’re not changing what you highlight of you or others – you’re literally changing the “others” you compare yourself to.
- For example, I have a $50 book
- If I compare it to just any book in the bookshop, which may average $10-20, it sure seems like the most expensive book;
- But if I compare it to technical manuals ranging from $70-90, suddenly, it seems like the cheapest book;
- Just by changing the option set, I changed how attractive it seems;