In Maximum Influence, author Kurt W. Mortensen states, “The Law of
Contrast explains how we are affected when we are introduced to two different
alternatives or options in succession” (Mortensen 164). If you show a product
then present a second product that is different from the first, and those
differences are amplified, that contrast will allow you to be more persuasive
in selling your product. I use the Law of Contrast quite often because as a
human I am always comparing things to choose the best option for me. A simple
example of this is when I decide what I want to eat for lunch every day. I
weigh the options of choosing one meal over another to determine what the best
choice is on that particular day. Factors that play a role in my decision-making
are: what I’m doing later, which tastes better, how much of each option is left
or will be leftover, and how the food makes me feel. By creating contrast
between the two options I persuade myself to eat the one that appears to have
the greatest benefit. I also use this law when I persuade my friends and
family, such as getting them to go to a movie that I want to see by making their
option appear terrible, subsequently making my movie choice appear great.
Although I can use this law effectively I want improve my ability to a point
where I can persuade people to do something a bit more serious, as opposed to
doing miscellaneous things like going to the movies.
During the 2011-12 season the National Basketball Association
experienced a lockout. Instead of the usual eighty-two game schedule the teams only
played sixty-six games. The NBA lost a lot of support because the lockout made them
look stingy and selfish. It was lucrative enough that a person could get paid nearly
nine figures to dribble a ball, but when they demanded more a line had to be drawn.
The NBA realized that they were quickly losing support so they discounted a lot
of their products to regain their fans. One day I was watching television when a
commercial for NBA League Pass came on, which is a sports package that gives you
access to all of the games. They made it explicitly clear in big and bold letters
that the price of a full season was two-hundred dollars and was brought down to
one-hundred dollars. That was such a tremendous difference in price that they persuaded
me to buy League Pass. I felt that I was getting my money’s worth by them showing
what the product usually cost and the low price they decided to change it to. NBA
League Pass emphasized that they offered all of the games, for every team, every
night, all season long for only one-hundred dollars. Not only did I get the product
for a long period of time at a low cost, but they tripled the value of the product
by providing more benefits and bonuses (Mortensen 166). Their ability to use the
Law of Contrast effectively persuaded me to buy League Pass and support the NBA.
A few months ago I went to Best Buy to purchase an electronic
device. Once I reached the register I was met by a salesman who greeted me and started
the transaction. When he scanned the device he looked to me and asked if I wanted
to purchase a warranty. I was curious about the warranty so I kindly asked the young
man to elaborate. He informed me that I would get three years of protection, no
charges for expenses like shipping, and they would provide a guaranteed fix if anything
went wrong. The young salesman persuaded me to get the warranty at that moment because
of his ability to use the Law of Contrast. The salesman sweetened the pot by giving
me all of those benefits in addition to my device, and I loved every bit of that
(Mortensen 166). All of that changed when I asked him how much the warranty would
cost me. His request was completely unrealistic because the price of the warranty
was fifty dollars, which was almost as much as my device was worth (Mortensen 176).
He had gotten rid of the contrast he created by telling me it would cost a lot of
money for a lot of benefits. Since it wasn’t worth it to me I wasn’t persuaded to
buy the warranty, so I only bought my device. In order to become more persuasive
Best Buy needs to lower the price of the warranty to create contrast and make people
feel that they are getting their money’s worth.
The commercials for the Nutrisystem weight loss program
utilize the Law of Contrast big time. For starters, they stress the comparison effect
by showing pictures of sad, overweight, and unhealthy people. Right next to those
pictures are the same people that look happy, slim, energetic, and incredibly healthy.
There is a huge contrast between the two people and it is persuasive because if
a viewer is overweight they could get the impression that they can transform themselves
for the better through nutrisystem (Mortensen 172). They also emphasize the concept
of time perception, in that people will lose five pounds in their first week with
Nutrisystem, which may take the average person much longer than a week to accomplish.
This shows consumers that Nutrisystem is easy and worth their time (Mortensen 175).
Lastly, Nutrisystem triples the value of their product by offering additional benefits.
Consumers get endless amounts of delicious food, gain a better lifestyle, become
happier, and they get to lose weight. All of this can’t go without mentioning that
the first week is free and Nutrisystem employs a money-back guaranteed policy if
you don’t lose five pounds in that first week (Mortensen 166). There is no doubt
that if I wanted to join a weight loss program I would choose Nutrisystem because
of their ability to persuade through the Law of Contrast.
According to Maximum
Influence, by Kurt W. Mortensen, “The Law of Association defines the mental
triggers and anchors that will generate the right feelings, emotions, and thoughts
to create a persuasive environment” (Mortensen 124). Although I haven’t had the
opportunity to use this law on someone I don’t know, the warm weather provides a
good example of the Law of Association in action. I haven’t felt the warm glow of
the sun on my skin in so long that it was almost too good to be true when it finally
came. When the sun hit my skin just a few weeks ago I was persuaded to go outside
as much as I could. I have so many positive feelings and emotions with spring that
I am persuaded to maximize those feelings when and how I can. Picture the following:
You touch the doorknob and turn it to venture outside of your cozy home. The first
thing that greets you when the door swings open is a revitalizing breeze of cool
air that travels through your nostrils and fills your lungs with a refreshing sensation.
As you continue to walk the cool breeze softly touches your skin. Your eyes close
and it feels as though you are floating in the clouds as the sound of bird’s peaceful
chirping guide you along. The clouds take you higher and higher until you are met
with the heavenly rays of the sun. Your eyes open and you realize that spring has
come. These signs, sounds, and feelings of spring trigger positive emotions and
memories within me. Such associations persuade me to go outside and experience more
of those feelings while making the most of the warm season (Mortensen 124-125).
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