“A man never steps into the same river twice, for he’s not the same man, and it’s not the same river.” — Heraclitus
I have a recurring conversation, often in the context of restaurants, in which people say that their old favorites aren’t as good as they used to be.
My counterargument tends to be that, in objective terms, these places are probably as good as they ever were; what has changed are our expectations. This shift in perception can be attributed to what I call “Longitudinal Contrast Effect” — a cognitive bias where our assessment of quality changes over time, influenced not by the inherent value of the object in question, but by the dynamic nature of our surroundings, including our evolving tastes and standards.
This concept echoes the insight attributed to the ancient Greek philosopher Heraclitus: “A man never steps into the same river twice, for he’s not the same man, and it’s not the same river.” This metaphor captures our experience with restaurants and, more broadly, with the world. With restaurants, places on the surface remain unchanged — the same menu, the same interior design, maybe even the same staff. But the world outside its doors has transformed. New culinary trends emerge, our palates become more sophisticated, and as time goes by, our favorite spot is a favorite no longer.
Consider this: if you habitually dine at Bib Gourmand-rated restaurants, your culinary standards will escalate, soon the one-star experience beckons and becomes habit, then two-star establishments. The escalation of our standards is gradual but relentless.
This phenomenon isn’t unique to dining experiences. Take technology: Your first smartphone likely felt revolutionary at its time. But compare it with your most recent device — the old one hasn’t changed, but it now seems almost primitive in contrast to the new.
Longitudinal Contrast Effect is subtle, often going unnoticed in how it influences our judgement. It’s not that our favorite restaurant has slipped in quality; our baseline for what is exceptional has shifted. This bias doesn’t just alter our perception of quality; it also shaped our experiences and memories.
Viewed in a positive light, it symbolizes personal growth and change. As we journey through life, our experiences accumulate, enriching our perspectives and subtly modifying our preferences and tastes. Much like Heraclitus’ ever-changing river, life is in perpetual flux, and so are we.
Awareness of this bias can lead to a more nuanced appreciation of the world around us. It allows us to revisit old favorites with a fresh perspective, acknowledging that while they may not seem as great as before, they still hold a special place in our journey or, if not that, then at least fond memories.
While places and things may remain static, the world around them and our own selves are dynamic. Acknowledging this deepens our understanding of change, and enriches our experience of both the new and the familiar.