assimilation-contrast effect

The assimilation-contrast effect describes how our perceptions of a person or idea can shift depending on how similar or different it is from our expectations or previous experiences. When something slightly differs from our expectations, we tend to see it as more similar — this is called assimilation. However, if the difference is large, we perceive it as more distinct or opposed — this is known as contrast. Essentially, small differences lead us to interpret things as closer to what we already believe, while large differences make us see them as more separate.