Behavioral contrast is defined as a change in response rate during a stimulus associated with a constant reinforcement schedule, in inverse relation to the rates of reinforcement in the surrounding stimulus conditions. Contrast has at least two functionally separable components: local contrast, which occurs after component transition, and molar contrast. Local contrast contributes to molar contrast under some conditions, but not generally. Molar contrast is due primarily to anticipatory contrast. However, anticipatory contrast with respect to response rate has been shown to be inversely related to stimulus preference, which challenges the widely held view that contrast effects reflect changes in stimulus value owing to the reinforcement context. More recent data demonstrate that the inverse relation between response rate and preference with respect to anticipatory contrast is due to Pavlovian contingencies embedded in anticipatory contrast procedures. When those contingencies are weakened, anticipatory contrast and stimulus preference are positively related, thus reaffirming the view that the reinforcing effectiveness of a constant schedule is inversely related to the value of the context of reinforcement in which it occurs. The underlying basis of how the context of reinforcement controls reinforcement value remains uncertain, although clear parallels exist between contrast and the effects of contingency in both Pavlovian and operant conditioning.