Richard Shotton
Aug 9, 2018

The pratfall effect

Book excerpt: How flaws make a brand more appealing.

The following is a chapter from Richard Shotton's The Choice Factory, a book about applying behavioural science and psychology to advertising. 

Your main task this afternoon is to interview the last two candidates for the position of manager on your team. At the close of the second interview you realise both candidates have the...

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