Sales - Cialdini's real-estate set-up, In Influence, Robert Cialdini reports the account of a seasoned estate agent, Phil, who kept in his portfolio some run-down, overpriced properties he called his "setup properties". He systematically showed these to prospects first. The property he actually wanted to sell, shown afterwards, then appeared markedly more attractive by contrast. Cialdini generalises: our mind overvalues an object when it follows a poor prior association. The device altered no data about the property being sold, only the comparative context of its perception.
Political - The maximalist trial balloon, In government practice, a sensitive reform is frequently preceded by a maximalist scenario leaked to the press (the toughest option under consideration). After reactions and mobilisation, the executive "retreats" towards a watered-down version, presented as the fruit of dialogue. By contrast with the initial announcement, the final measure, which remains substantial, is received as a measured compromise. The mechanism draws on both anchoring (Kahneman-Tversky) and the reciprocity of concessions described by Cialdini. Its limit is well known: once public opinion identifies the trial balloon, the "retreat" loses all credibility.
Diplomatic - The recalibrated opening demand, In international negotiations, a party commonly opens with an extreme claim, over a border, reparations or conditions, well beyond its actual objective. This anchor shifts the "perceived midpoint" of the compromise. The final position, reached after "concessions", appears reasonable by contrast with the opening. Thomas Schelling, in The Strategy of Conflict (1960), theorises this use of initial commitment as a lever: the starting point structures the entire perceived zone of agreement. The diplomatic risk is deadlock if the extreme anchor is taken as a firm position and triggers a symmetrical counter-anchor.
Judicial - The anchor of the amount claimed, In civil litigation, the amount initially claimed by the plaintiff functions as a powerful contrast anchor for the assessment of damages. Research on anchoring (Tversky and Kahneman, 1974; later replications) shows that high quantified claims pull judges' and jurors' estimates upwards, even when the amount is plainly excessive. A settlement proposed afterwards appears moderate by contrast with the opening demand. Abusive use, however, backfires: a claim deemed unreasonable may be dismissed and undermine the plaintiff's overall credibility.
Business - The Economist decoy, Dan Ariely, in Predictably Irrational (2008), analyses the pricing grid of The Economist: web subscription at $59, print only at $125, print + web at $125. With the three options, 84% of subjects chose the print + web bundle at $125 and no one chose print only. Remove the latter (the decoy) and the choice flips: 68% take the web option at $59. The "print only" option, dominated and useless in itself, serves as a term of contrast that makes the $125 bundle appear an obvious choice. The very same offer is thus perceived as excellent or unremarkable depending on the comparative context constructed.
Everyday life - The zoo door-in-the-face, The foundational experiment by Cialdini, Vincent, Lewis, Catalan, Wheeler and Darby (1975) illustrates contrast in the service of concession. Passers-by are asked to volunteer to accompany young offenders to the zoo: 83% refuse. But when they are first put a far heavier request, to supervise these youths two hours a week for two years, which they decline, and then the zoo request, the acceptance rate climbs to around 50%. The retreat from the huge request to the small one is perceived as a concession that must be reciprocated: the contrast makes the second request seem modest and legitimate.
