Cialdini raamat
though both hands are in the same bucket, the hand that has been in the cold water
feels as if it is now in hot water, while the one that was in the hot water feels as if
it is now in cold water. The point is that the same thing-in this instance, room-
temperature water-can be made to seem very different depending on the nature
of the event that precedes it.
Be assured that the nice little weapon of influence provided by the contrast
principle does not go unexploited. The great advantage of this principle is not only
that it works but also that it is virtually undetectable (Tormala 8(: Petty, 2007). Those
who employ it can cash in on its influence without any appearance of having struc-
tured the situation in their favor. Retail clothiers are a good example. Suppose a
man enters a fashionable men's store and says that he wants to buy a three-piece
suit and a sweater. If you were the salesperson, which would you show him first to
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