A common finding across many different kinds of perception is that the perceived qualities of an object can be affected by the qualities of context. If one object is extreme on some dimension, then neighboring objects are perceived as further away from that extreme. "Simultaneous contrast effect" is the term used when stimuli are presented at the same time, whereas "successive contrast" applies when stimuli are presented one after another.
The contrast effect was noted by the 17th Century philosopher John Locke, who observed that lukewarm water can feel hot or cold, depending on whether the hand touching it was previously in hot or cold water. In the early 20th Century, Wilhelm Wundt identified contrast as a fundamental principle of perception, and since then the effect has been confirmed in many different areas. These effects shape not only visual qualities like color and brightness, but other kinds of perception, including how heavy an object feels. One experiment found that thinking of the name "Hitler" led to subjects rating a person as more hostile. Whether a piece of music is perceived as good or bad can depend on whether the music heard before it was pleasant or unpleasant. For the effect to work, the objects being compared need to be similar to each other: a television reporter can seem smaller when interviewing a tall basketball player, but not when standing next to a tall building. In the brain, contrast exerts effects on both neuronal firing rates and neuronal synchrony.