Richard Shotton on The Pratfall Effect

We were lucky enough to have Richard Shotton, author of The Choice Factory, present at our Power of Storytelling event in March 2018.

He was speaking about the praftall effect in relation to products and brands.

In social psychology, the pratfall effect is the tendency for attractiveness to increase or decrease after an individual/brand/product makes a mistake, depending on the individual/brand/product’s perceived ability to perform well in a general sense. i.e. A perceived highly-competent individual would be, on average, more likable after committing a blunder, while the opposite would occur if a perceived average person makes a mistake.

Richard conducted an an experiment with the audience using 2 cookies to demonstrate the attraction of being flawed…

 

We’re going to keep releasing clips of the other talks over the coming months.

If you were unable to make the event and would like see Richard’s 15 min talk, then please email us and we can set you up with access.

And if you want to kept informed of future events