Devaluation Effect in Psychology

Couples often downplay the appeal of others to protect their bond.

The Devaluation Effect in psychology refers to the tendency for people to reduce the perceived value of  objects, people, or experiences once they become associated with negative affect, inhibition, or relational instability. 

The devaluation effect highlights how our judgments are not fixed but shift depending on emotional, cognitive, and social contexts. People seem unaware of the effect on their behavior.

Lydon and her team (2024) found the Devaluation Effect to be a useful tool for some in protecting their romantic relationship against temptation to become unfaithful. The devaluation effect describes how people in committed romantic relationships manage the potential threat posed by potential attractive alternative partners by consciously rating them as less desirable.

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Understanding the Devaluation Effect

In psychology, devaluation often emerges as part of a broader cycle of idealization and devaluation. Individuals may initially assign exaggerated positive qualities to someone or something (idealization), but when expectations are unmet or negative emotions arise, they swing toward assigning exaggerated negative qualities (devaluation). This polarized thinking is especially relevant in clinical contexts, such as borderline personality disorder, where relationships can oscillate between extremes of admiration and contempt.

Cite this post

Sutton, G. W. (2025, December 4). Devaluation Effect in Psychology: Couples often downplay the appeal of others to protect their bond. Psychology Concepts and Theories. https://suttonpsychology.blogspot.com/2025/12/devaluation-effect-in-psychology.html

Post Author

Geoffrey W. Sutton, Professor Emeritus of Psychology at Evangel University, holds a master’s degree in counseling and a PhD in psychology from the University of Missouri-Columbia. His postdoctoral work encompassed education and supervision in forensic and neuropsychology and psychopharmacology. As a licensed psychologist, he conducted clinical and neuropsychological evaluations and provided psychotherapy for patients in various settings, including schools, hospitals, and private offices. During his tenure as a professor, Dr. Sutton taught courses on psychotherapy, assessment, and research. He has authored over one hundred publications, including books, book chapters, and articles in peer-reviewed psychology journals. 

His website is https://suttong.com 

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Many publications are free to download at ResearchGate   and Academia  

Find chapters and essays on Substack. [ @GeoffreyWSutton ]

Readings

Brendl, C. M., Markman, A. B., & Messner, C. (2003). The devaluation effect: Activating a need devalues unrelated objects. Journal of Consumer Research, 29(4), 463–473. https://www.jstor.org/stable/10.1086/346243

Lydon, J. E., Tissera, H., Auger, E., & Nishioka, M. (2024). Devaluation of Attractive Alternatives: How Those With Poor Inhibitory Ability Preemptively Resist Temptation. Personality and Social Psychology Bulletin, 0(0). https://doi.org/10.1177/01461672241259194

Story, G. W., Smith, R., Moutoussis, M., Berwian, I. M., Nolte, T., Bilek, E., Siegel, J. Z., & Dolan, R. J. (2024). A social inference model of idealization and devaluation. Psychological Review, 131(3), 749–780. https://doi.org/10.1037/rev0000430