Picture this: You’re at a networking event, and the keynote speaker, a highly respected industry leader, trips as they walk onto the stage. The audience murmurs. The speaker picks themselves up and smiles, waving off the concern. Now instead of feeling embarrassed for them, you find yourself liking them more. This small mishap (which shows this big name individual is, infact, still human) has the potential to make them appear more likable. This is the Pratfall Effect!
This article will explore what the Pratfall Effect is, why it matters for your brand, and how you can harness its power to create more authentic and compelling marketing strategies.
What is the Pratfall Effect?
The Pratfall Effect, first identified by social psychologist Elliot Aronson in 1966, is a psychological phenomenon where people become more likable and attractive after making a mistake or showing a flaw.
In Aronson’s experiment, 4 groups of students listened to a competitor on a quiz game show where they were given questions to answer. Unbeknownst to the students, the recording was actually staged and the competitor was a confederate. In half of the groups, the students heard the competitor answer nearly every question with ease. The “smart” contestant revealed they had a history of academic achievement and success. The other contestant only got a few of the questions correct and admitted to a history of difficulty in schooling.
Now in half of the recordings, either contestant staged spilling coffee on themselves. The students listening to the recordings were then asked to rate the contestants their perceived attractiveness. Here’s what Aronson found:
- The ‘smart’ contestant was rated as more attractive when they spilt coffee on themselves compared to when they did not.
- The other contestant was actually rated LESS attractive when they spilt coffee on themselves compared to when they did not.
At its core, the Pratfall Effect challenges our assumptions about perfection and likeability. It suggests that people (and by extension, brands) that appear flawless can sometimes be perceived as less relatable or even intimidating. By showing a bit of vulnerability or imperfection, we become more human and, paradoxically, more appealing.
However, it does show the other side to be true as well. If we perceive someone as incompetent, more incompetence just makes them look worse – not better.
The Science Behind the Pratfall Effect
This Pratfall effect is closely tied to the psychological concept of the “halo effect,” where one positive trait influences our overall perception of a person or brand. The Pratfall Effect suggests that a small flaw can actually enhance this halo, making the subject appear more authentic and relatable.
A study published in the Journal of Personality and Social Psychology found that the Pratfall Effect was strongest when the person making the mistake was otherwise perceived as highly competent. This balance between competence and vulnerability is crucial for brands looking to leverage this effect.
Why the Pratfall Effect Matters for Brands
Today, consumers are increasingly skeptical of polished corporate images. The Pratfall Effect offers a powerful tool for building authenticity and trust. By strategically revealing small imperfections or challenges, brands can:
- Increase relatability: Showing that your brand isn’t perfect helps consumers see themselves in your story.
- Build trust: Admitting to small flaws can paradoxically increase credibility in other areas.
- Stand out: In a sea of seemingly perfect brands, a touch of vulnerability can make you memorable.
- Create emotional connections: Shared vulnerabilities can foster stronger bonds with your audience.
Real-World Examples of the Pratfall Effect in Branding
Domino’s Pizza Turnaround: In 2009, Domino’s launched a campaign admitting that their pizza wasn’t great and promising to improve. This honest approach led to a 14.3% increase in sales the following quarter. Check it out.
Avis “We Try Harder” Campaign: For decades, Avis embraced their second-place status in the car rental market with the slogan “We’re number two, so we try harder.” This underdog positioning helped them compete effectively against industry leader Hertz.
Volkswagen’s “Lemon” Ad: In the 1960s, VW ran an ad calling their car a “lemon” due to a blemished chrome strip. This self-deprecating honesty about their quality control resonated with consumers and became an iconic campaign.
How to Use the Pratfall Effect in Your Brand Strategy
- Identify appropriate “flaws”: Look for small imperfections or challenges that your audience can relate to. These should be genuine but not detrimental to your core value proposition.
- Craft authentic messaging: Be honest about your challenges or limitations. Use humor when appropriate, but always maintain a tone of sincerity.
- Balance vulnerability with competence: The Pratfall Effect works best when it’s clear that your brand is still highly capable. Your “flaw” should be a small negative on an otherwise impressive record.
- Choose the right timing and context: Consider your industry, audience, and current brand perception when deciding how and when to reveal vulnerabilities.
- Use storytelling: Frame your “pratfall” within a larger narrative of growth, improvement, or shared experience with your customers.
Potential Risks and Limitations
While the Pratfall Effect can be powerful, it’s not without risks:
- Overuse: Constantly highlighting flaws can undermine your brand’s credibility.
- Inappropriate context: In some industries (e.g., healthcare, finance), even small errors can erode trust.
- Insincerity: If your “pratfall” feels staged or insincere, it can backfire.
- Misalignment with brand values: Ensure that any admitted flaws don’t contradict your core brand promises.
Measuring the Impact of the Pratfall Effect
To gauge the effectiveness of your Pratfall Effect strategy, consider tracking:
- Brand likeability scores
- Customer trust metrics
- Engagement rates on “pratfall” content
- Sales or conversion rates following campaigns using this approach
Consider A/B testing different messaging approaches to fine-tune your strategy and understand how your specific audience responds to varying levels of vulnerability.
To Err Is – Well Human.
The Pratfall Effect can be a powerful tool for brand marketers. By strategically revealing small imperfections, brands can increase their relatability, build trust, and create stronger emotional connections with their audience – when used correctly.
As you consider incorporating the Pratfall Effect into your brand strategy, remember that authenticity is key. Choose your “pratfalls” carefully, ensure they align with your overall brand narrative, and always balance vulnerability with a clear demonstration of competence.
P.S. There are other ways to strengthen your brand. If you are unsure if the Pratfall Effect is right for your business, give us a call. We love building brands and will work with you to make the left decision for yours! (see what I did there?)
