Two behavioural lessons that seem counter intuitive:
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Make it more difficult
In some cases, making something harder can INCREASE its value, but the key is to reduce what’s undesirable while increasing what’s valued.
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Make mistakes
According to the Pratfall Effect, making small, harmless mistakes can make you seem more likeable, especially if you are perceived as highly competent. But...you'll need to watch the clip to find out when mistakes can backfire.
You can watch the full 5 minute video on my YouTube channel here.
Ref: Maslowska, E., Malthouse, E. C., & Bernritter, S. F. (2016). Too good to be true: the role of online reviews’ features in probability to buy. International Journal of Advertising, 36(1), 142–163. https://doi.org/10.1080/02650487.2016.1195622
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