In priming, a contrast effect occurs when:

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In priming, a contrast effect occurs when bringing a schema to mind causes people's thinking and judgment to change in the opposite direction of that schema. For example, if someone is primed with the concept of "old age," they may judge something as younger than they would have without the priming if it is presented immediately after the priming stimulus. This is because the schema of "old age" creates a contrast effect, making the person's judgment shift in the opposite direction to what they were primed with.

In Priming, a Contrast Effect Occurs When