A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. - Robert B. Cialdini

It is much more profitable for salespeople to present the expensive item first, not only because to fail to do so will lose the influence of the contrast principle; to fail to do so will also cause the principle to work actively against them. Presenting an inexpensive product first and following it with an expensive one will cause the expensive item to seem even more costly as a result — hardly a desirable consequence for most sales organizations.

WHO WE ARE IS WHERE WE ARE Whenever

it will be when prestige (both public and private) is low that we will be intent upon using the successes of associated others to help restore image.