Contrast effects were obtained in rats in the consumption of saccharin solutions in three different paradigms. Degree of negative contrast varied as a function of concentration disparity, but not equally in the three procedures. Successive negative contrast occurred following shifts from 0.15% to either 0.075% or 0.05% saccharin but did not occur following shifts to 0.10% or 0.125% saccharin. Some degree of simultaneous contrast was obtained with all four concentration disparities. Anticipatory contrast, where the intake of the first substance is suppressed by a more preferred second substance, occurred only in the case of the 0.05%-0.15% difference in concentrations. It was suggested that the several contrast paradigms engage somewhat different psychological processes differentially involving emotional, sensory, and associative mechanisms, but all lead to behavior based on relative value. A modification of Toates's (1981) incentive model of ingestive behavior was suggested to incorporate relativity effects based on both associative and nonassociative factors in the consumption of both nutritive and nonnutritive substances.