“…Psychologists have long known that 'absolute' judgments such as 'tall' or 'short ', 'hot' or 'cold', 'moral' or 'immoral', or 'happy' or 'unhappy' are relative (Helson, 1947(Helson, , 1964Parducci, 1968;Slovic, 1995). Contextual effects occur not only in perception and judgment, but also in choice (Noguchi and Stewart, 2018;Ronayne and Brown, 2017;Wollschlaeger and Diederich, 2020), cognitive effort (Otto and Vassena, 2021), equity (Mellers, 1982(Mellers, , 1986, learning Wedell, 2023a, 2023b), marketing (Arens, 2023), memory (Wedell et al, 2020), similarity (Yearsley et al, 2022), and temporal discounting (Stevenson, 1992(Stevenson, , 2019.…”