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Pratfall effect
In social psychology, the pratfall effect is the tendency for attractiveness to increase or decrease after an individual makes a mistake, depending on the individual's perceived competence, or ability to perform well in a general sense. A perceived competent individual would be, on average, more likable after committing a blunder, while the opposite would occur if a perceived average person makes a mistake.
Originally described in 1966 by Elliot Aronson,〔Aronson, E., Willerman, B., & Floyd, J. (1966). The effect of a pratfall on increasing interpersonal attractiveness. Psychonomic Science.〕 numerous studies have since been conducted to isolate the effects of gender, self-esteem, and severity of the blunder on change in attractiveness or likability. Occasionally referred to as the blemishing effect〔Ein-Gar, D., Shiv, B., & Tormala, Z. L. (2012). When blemishing leads to blossoming: The positive effect of negative information. Journal of Consumer Research, 38(5), 846-859.〕 when used as a form of marketing, the pratfall effect has established itself in popular culture, notably attributed to Kennedy in the aftermath of the Bay of the Pigs Invasion〔Berglas, S. (1996, September 1). The Entrepreneurial Ego: Pratfalls. Retrieved from Inc. Magazine: http://www.inc.com/magazine/19960901/1796.html〕 and to Apple's unsuccessful endeavors in mapping/navigation services.〔Kessler, Z. (2012, December 13). How Apple Will Benefit From Its Miserable Maps Failure. Bloomberg. Retrieved October 18, 2013, from http://www.bloomberg.com/news/2012-12-13/how-apple-will-benefit-from-its-miserable-maps-failure.html〕
== Research ==
Details of the pratfall effect were first described by Aronson in his experiment testing the effects of a simple blunder on perceived attraction. The experiment was set up involving male students from the University of Minnesota who would listen to tape recordings of a confederate (actor) pretending to be a contestant for the show College Bowl. The tapes consisted of an interview with extremely difficult questions. The confederate plays the role of either a competent person who answers 92% of the questions correctly, or a mediocre one who answers 30% of the questions correctly. After the questioning, the competent individual admits to a stellar high school career, marked with academic and nonacademic success, while the incompetent individual describes an ordinary high school career, consisting of average grades and weak involvement in extracurricular clubs. At the end of the interview, a pratfall, or small blunder, was introduced in some tapes as the experimental condition, and omitted in others as the control condition. Aronson's research found that the competent individual's rated attractiveness increased after the blunder in comparison to the control condition, while the opposite occurred in the incompetent individual's attractiveness.〔 Later research inspired by Aronson experimentally defined attractiveness as a combination of liking and respect.〔
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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