The pratfall effect: How flaws make advertising more appealing

Richard Shotton

Examines how marketers can make use of the pratfall effect, where flaws make a thing more likeable, to improve brand image.

Many findings from behavioural science can be applied to marketing. Richard Shotton outlines one relevant bias that shows how admitting your flaws can be good for your brand.

Behavioural science, the study of decision-making, is an important topic for

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