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 sometimes improve someone's attractiveness or likability.
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.
In short, a brand can strengthen its message by admitting its disadvantages.
Let’s look at some examples.
1. Guinness Stout
One of the most famous examples of applying the Pratfall effect is the Irish beer brand 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 frustration at having to wait longer for your beer on its head with the inspired ‘“Good things come to those who wait’” campaign.
2. Chokito chocolate
Other great examples include the Chokito chocolate bar, which ran in Hungary with the slogan, “It’s ugly, but it tastes good!” Just brilliant!
3. Oatly oat milk
The Swedish non-diary milk manufacturer Oatly ran a print campaign with the headline below. How brave do you have to be as a marketing department to do this?
4. Lemonade Insurance
Lemonade describes itself as "the almost 5-star insurance company," highlighting its almost perfect status —a very clever way to signal its competence.
5. Buckley’s Cough Syrup
Most cough syrup tastes pretty awful, but most makers of the stuff wouldn’t make it the theme of their advertising. I mean, who could ever imagine the founder talking about his product in such a way?
It’s human nature to be suspicious of something with no apparent faults. As the adage goes, “If something seems too good to be true, it normally 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 learn more about 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.
