The Weber-Fechner law is an empirical psychophysiological law, which states that the intensity of a sensation is proportional to the logarithm of the intensity of the stimulus. There is a well-known story about how Weber conducted an experiment that allowed him to formulate a hypothesis about people's perception of percentage and absolute changes in physiological terms. The blindfolded man lifted weights one after another, the weight of which gradually increased by a small amount, and had to speak when he first felt the increase in weight in his hand. It turned out that the degree of his reaction was proportional to his weight gain. If the load weighed 1 kg, then an increase of 10 g did not cause any significant sensations in the study participant. But if the initial weight was 20 g, then an increase of 10 g was already sensitive. This experiment showed that the intensity of a person's sensation as a result of a stimulus is proportional to the intensity of the stimulus. If you find yourself in a room with three chandeliers of 2, 4 and 8 bulbs, you will notice that each chandelier glows equally brighter than the previous one. In order for us to get the feeling that the brightness is increasing, the number of light bulbs must increase significantly. If you look at a chandelier with 2 light bulbs, and then immediately at a chandelier with three light bulbs on, you risk hardly noticing the difference. If you are used to receiving a bouquet of 101 roses, you are unlikely to be very impressed by a bouquet of 103 pieces. And if you previously received a bouquet of 3 roses, then the presented bouquet of 15 will seem absolutely luxurious. We have the ability to learn by comparison and quickly get used to what is available. Here you can experiment on your own and prepare three containers for yourself: with hot water, water at room temperature and cold. Place one hand in hot water and the other in cold water. And then place both hands in water at room temperature. The hand that was previously in cold water will feel as if it were now in hot water, while the hand that was in hot water will feel as if it is now in cold water. The fact is that the same thing - in this case, water at room temperature - can seem different depending on the previous situation. It's time to remember the unfortunate slow-cooked frog. Place a frog in a pot of boiling water and it will instantly jump back out. Place it in water and put it on low heat and the frog itself will not notice how it is cooked. This experiment is often cited as an illustration of the fact that if the situation worsens gradually, then a person accepts every small deterioration without protest or does not notice at all. And thus the situation reaches the point of no return, or to the point when everything becomes very, very bad and it is extremely difficult to get out. This also includes the story about the “good-bad cop”. A change of contrasts is much more effective than uniformity and monotony. When making purchases, we also do not avoid this law. Let's say we want to buy something, we have decided on the price and place of purchase. But suddenly we meet a friend who says that around the corner the same thing costs a) not 100 rubles, but 98.5 b) not 100 rubles, but 85. In which case will you be more inclined to turn the corner? All other things being equal, consumers evaluate various price alternatives not in absolute terms, but in percentage terms..