MichaelAaron Flicker

They record someone answering a live quiz.

And so he gets asked a question and he responds, asks a question, he responds.

He scores 93 percent correct.

And then right before the recording ends, he spills his coffee on himself.

Okay, so now they have this recording and they show it to two separate groups.

One group of people are asked to watch the recording with the spill included.

and rate how likable the contestant was in answering the question.

And then the second group is shown the same exact video, except they clip off the end where he has a small blunder, what we call a small pratfall, where he spills on himself.

How likable is the contestant in both scenarios?

People rated the contestant 55% more likable when he has a small blunder when he spills the coffee on himself.

Now that's not logical.

Why?

The same questions, the same answers, 55% more likable.

And so it drives home this point that brands who can think about how to use these human insights can really make a difference.

Who's taking great advantage of that pratfall insight?

Think about a great line by Guinness beer.

good things come to those who wait.

That's a nod to when you order a Guinness at the bar, you have to wait longer than everybody else to get your beer because the head of the stout is coming down and the bartender has to refill it.

Or famously in the 1960s, Avis said,

We're number two.