Elliot Aronson's finding that a highly competent person or brand becomes more likeable after committing a minor blunder, as it makes them seem more human.
Explained
- A small, honest flaw can make a competent brand more likeable.
- Admitting a limitation signals humanity and makes the confident parts more believable.
- The effect works best for entities already seen as highly capable.
- Owning a minor weakness reads as candour rather than incompetence.