Marketing & Tech Book Club: The Choice Factory by Richard Shotton
by Rachael, on 16 May, 2019
Why we loved it
Interview with Richard Shotton
In this episode;
- Tech giant Uber's success with the application of psychological principals...and where it might fail due to the consumers inherent bias towards 'punishing unfairness'
- The application of the Pratfall Effect in recent ad campaigns by Carlsberg and Argos
- Richard's advice for marketing newbies
- Why marketers might be failing to analyse their social listening data
- Why 'Brand Purpose' should not be the focus of marketing
- and plenty more.
Behavioural Bias #18: The Pratfall Effect
“My favourite – if you can have a favourite – is the Pratfall Effect, that is people or product who exhibit a flaw become more appealing.”
"Everyone assumes brands are fallible, so if a brand is open about its failings, it can persuade consumers its weaknesses lie in inconsequential areas." is says in The Choice Factory page 126. however as Shotton goes on to say what the best brands do, is admit a flaw that isn't 'crucial' but select a flaw that highlights a mirror strength. That to take advantage of the pratfall effect, a brand must have a perceived degree of competency.
Check out the two campaigns below and let us know your thoughts in the comments!
Taking it's inspiration from Jimmy Kimmel's 'Mean Tweets' segment, the beer company highlights "At Carlsberg UK, we lost our way. We focused on brewing quantity, not quality."
Argos was quick to recreate a Vogue photoshoot of Kim Kardashian and her children to showcase attainable luxury at their budget prices.
Some more useful references from this episode:
- Jeff Bezos tweet
- The Drum: Richard Shotton on Brand Purpose
- Order your copy of The Choice Factory by Richard Shotton