Pratfall Effect

The tendency of humans to like a high performing person after they make an everyday mistake.

• We tend to like actors more after seeing blooper reels.

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Key Insights & Principles

Branding

1. Expressing vulnerability can make people and companies more appealing and approachable.
2. The pratfall effect is only effective for experts or strong brands.
3. The self esteem of the observer can also influence the effectiveness of the pratfall effect - very high or low self esteem audiences respond less favourably.

1. Lean into your flaws (when it suits your brand).

Book References