Thursday, 3 September 2009

Perceptual Contrast

Whenever there is a choice between two solutions we should be aware of the Perceptual Contrast Effect. Humans automatically compare similar things and find it very difficult to compare those choices with a third, separate standard.
This may be used by any sales person to steer a decision in the "right" direction. It could be used by Members of Parliament to bias the outcome of a referendum if they offered an obviously contentious option instead of a more moderate alternative to a proposal that they favoured.
In the Interactive Democracy system, the electorate may want to wield their power against the politicians responsible for such deception.

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