The contrast principle is a cognitive bias in which the impression of differences between two consecutive stimuli is intensified if the stimuli are very different from each other. This means that a product or service is rated more favourably when it is presented in comparison to a less attractive alternative.

The contrast principle is important for neuromarketing as it shows that consumers make their purchasing decisions on the basis of comparisons. Companies can utilise the contrast principle by deliberately presenting their products and services in comparison to less attractive alternatives. For example, a hotel could deliberately offer its most expensive room just before the room with the lowest price in order to make the more expensive room appear more attractive.

In addition, the contrast principle can also be used in advertising to influence consumer perception. An advert that portrays a product as the best of its kind may not be as well received as an advert that portrays the product as significantly better than its competitors.

It is important to note that the contrast principle can also have negative effects if consumers feel that they are being deceived or manipulated. Therefore, companies should always be ethical when using the contrast principle and ensure that they can fulfil customer expectations.