The Pratfall Effect
“The pratfall effect shows that imperfections can be an asset.”
In 1966, the psychologist Elliot Aronson published a paper with an intriguing revelation.
His research demonstrated that a simple blunder or mistake could, in some cases, improve the attractiveness or likability of someone.
Participants in the study were asked to listen to the recording of a quiz show contestant (played by an actor).
In one group, they heard the ‘contestant’ answer 92% of the questions correctly.
Another group heard a separate recording that included the audio from the first recording. This time, it also contained audio of the contestant spilling a cup of coffee at the end.
The respondents found the clumsy one more likeable.
In social psychology, this is known as the Pratfall effect.
Interestingly, what is true for humans is also true for products. This has obvious implications for marketing.
A brand can strengthen its message by admitting its disadvantages.
One of the most famous examples of this is Guinness.
It takes at least twice as long to pour than other beers because it requires a two-phase pouring process (see the example ad below, which is one of our favourites).
Their canny marketing department turned this on its head with the inspired ‘Good things come to those who wait.’
Other great examples include the Chokito chocolate bar which ran with the slogan, “It’s ugly, but it tastes good!” in Hungary.
And the Oatly print campaign that ran with the headline below.
If something seems too good to be true, it usually is.
So if you want to make yourself or your brand more likely to be loved, show that you're not perfect (just be sure to make sure it's not a humble brag!).
If you want to read up more on the Pratfall effect, an excellent book to start with is Give & Take by Adam Grant.
If you found this post interesting, you will love our Behavioural Economics course, which gives you the lowdown on a whole host of psychological peculiarities like the Pratfall effect.
