Suppose you are ready to buy your textbooks for your first semester in college. You are unsure as to how much these books will cost, and when your bill is rung up at the register, the total is $200. According to the context effect, you will more likely think that the books are a bargain if the person ahead of you in line:
A) pays $150 for her books
B) pays $200 for her books
C) pays $400 for her books
D) finds a mistake in her bill

Question

Quizplus · Accepted Answer

The context effect suggests that our perception of something is influenced by comparisons with other available information. If the person ahead of you pays significantly more ($400) for their books, your own total of $200 is likely to seem more reasonable or even like a bargain by comparison.

Suppose You Are Ready to Buy Your Textbooks for Your