A popular idea in Behavioural Economics is reference dependence. The idea that perception depends on changes not levels. A good way to explain what that means is to give an example that one can see. So in the context of visual system reference dependence means that our perception of shade depends on the context of the surrounding objects and not simply level of contrast.
Check out the fantastic set of illusions that very aptly drive home the point.
Enjoy!
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Just random ramblings...
