Jill is in the market to buy a used car. She visits a car lot and tells the salesperson she is looking for something under $4,000. The salesperson first shows her a car that has very high mileage and a dented fender and that needs a new clutch. The asking price is $3,700. Shocked, Jill wonders, "Who on earth would pay that much for this piece of junk?" The salesperson then shows her a much nicer car-in fact, one that she thinks would suit her needs perfectly. Jill really needs to get a car as soon as possible, so she decides to buy it right then and there-even though it costs $4,800. Jill's decision has been influenced by:

Question

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Jill's decision has been influenced by the contrast effect, as she was shown a car that was very unappealing first, which made the second car seem much more desirable in comparison.

Jill Is in the Market to Buy a Used Car