Reference: Elliot Aronson - coffee spilling experiment. Spilling coffee hurt the likeability of the average (or incompetent) person, but enhanced the likeability of the expert - making them appear more human and approachable.
Insight: Expressing vulnerability is only effective if you are seen to be competent or an expert.
Insight: People prefer experts over less competent people, and pratfalls are not effective for incompetent people.
Insight: The self esteem of the people that view pratfalls has an impact on their effectiveness - audiences with very high or low self esteem respond less favourably to audiences with average self esteem.
