Uploaded August 2022 | Updated September 2026, 2 weeks ago
We all like competent people, right? And we all like to be liked. Ergo, the more competent, the more ‘perfect’ we are, the more others will like us, right? Wrong.
It turns out that we do not like people when they are ‘too perfect’. This phenomenon, called ‘The Pratfall Effect’ was first discovered by the great Eliott Aronson, in a study described here by Adam Ferrier.
[NB: I do not own the copyright to this video clip. I have only uploaded it here for educational purposes].
We all like competent people, right? And we all like to be liked. Ergo, the more competent, the more ‘perfect’ we are, the more others will like us, right? Wrong.
It turns out that we do not like people when they are ‘too perfect’. This phenomenon, called ‘The Pratfall Effect’ was first discovered by the great Eliott Aronson, in a study described here by Adam Ferrier.
[NB: I do not own the copyright to this video clip. I have only uploaded it here for educational purposes].
![Psychology and ELT - Incongruity
This has to be one of the most stunning examples of the effectiveness of using incongruity to re-focus people’s attention to something.
Imagine you are an advertiser and you have been asked to re-launch a product (Shreddies – a square-shaped breakfast cereal) for a particular market. Please bear in mind that a) the product has been around for donkey’s years and everyone knows it b) you have not changed the product in any way! Quite a tall order, right? In fact, Hunter Sommerville, the guy who was charged with designing the box, was at his wit’s end – if ever there was a ‘mission impossible’ this was it! And then an idea struck him – perhaps if he rotated the picture by 45 degrees?!? Here is Rory Sutherland to tell us the story in his own inimitable style...
The question for us teachers of course is this: if advertisers can revive people’s attention in something by means of a little trick, can we not perhaps ‘tweak’ some activities so that they are more exciting for our students?
[NB: I do not own the copyright to this video clip. I have uploaded it here for educational purposes]. Psychology and ELT - Incongruity](https://i.ytimg.com/vi/jsXSQxDDVKE/mqdefault.jpg)
![Psychology and ELT - Expectations 1
How would you like a glass of beer? It’s tasty, well-chilled, refreshing and, perhaps more importantly – free! Not only that, you are also going to be given a choice! You can choose between beer A or beer B (beer B, the ‘MIT brew’ contains a secret ingredient!) You can taste them both and make your choice. Now think: would it make any difference if you knew in advance that this secret ingredient was in fact a drop of balsamic vinegar? Over to Professor Ariely now – just watch the video…
So what is the moral? Here it is: ‘Expectations Colour Experience’. How we perceive something depends on what we expect it to be like. And this doesn’t just have to do with food and drink…
[NB: I do not own the copyright to this video clip. I have uploaded it here for educational purposes]. Psychology and ELT - Expectations 1](https://i.ytimg.com/vi/jx2nfsdfgNo/mqdefault.jpg)
![Psychology and ELT - The Boomerang Effect
What is wrong with the following?
[Supervisor to Candidates] ‘A noticeable increase in cheating has been observed. It will not be tolerated’.
[Teacher to New Class] ‘I hope you are not going to be like my other classes where students hardly do any H/W…’
[DOS to members of her Department] ‘People have been abusing sick leave. This has got to stop’.
[School Owner to parents] ‘So many people delay paying their fees, we have problems with cash-flow…’
[Teacher to students] ‘Most people record unknown words by simply writing down the translation. This is hardly the best way…’
[MSc Tutor to New Group] ‘Ah – Greek students… They never hand in assignments on time. Please try to do better…’
Now watch the clip and find out.
[The Moral: (a) Do not advertise undesirable behaviour. (b) If you are to give figures, focus on the positive].
[NB: I do not own the copyright to this video clip. I have uploaded it here for educational purposes]. Psychology and ELT - The Boomerang Effect](https://i.ytimg.com/vi/jyaRQaV0C10/mqdefault.jpg)
![Psychology and ELT - Active Involvement
It was a just cause – the FBI had to be saved (we don’t mean the Federal Bureau of Investigation you understand, but rather the FBi radio station in Australia). The station was going under – it would have to raise 500 grand to stay afloat. But how? Then someone had a bright idea: ‘So far we’ve been asking each supporter to donate a little bit; why not get everyone to ask one individual for the entire sum instead??’ :-) The second question people asked this guy was ‘Whom should we ask?’ (The first one was ‘What do you smoke?’)
The answer was obvious: Richard Branson of course! He is a music lover, he’s got cash to burn and he is eccentric enough, so it might just work! So the ‘Ask Richard’ campaign was born. The idea was simple: ‘If your idea gets Richard to contribute $ 1 m, you get a cool $ 50 k’ [please note that this is someone else’s money that we are talking about! :-) ] The important thing though was that the campaign gave full control to the fans – it was their creativity and involvement that would do the trick! Just watch the clip…
[NB: I do not own the copyright to this video clip. I have uploaded it here for educational purposes]. Psychology and ELT - Active Involvement](https://i.ytimg.com/vi/kCkDyXIkePE/mqdefault.jpg)
![Psychology for ELT - Educating vs Persuading
The misconception that the conscious / rational part of our brain is in control of our decisions is so firmly entrenched that it is hard to get people to abandon appeals to reason. Here are some of the results:
i) Groups of children were instructed on the principles of healthy eating; then they were given the option of choosing between cookies and fruit. They went for the cookies (Gneezy & List 2013 – p. 161).
ii) In the US they launched a huge campaign trying to persuade people of the evils of marijuana. The cost was $ 1 bn. The results: ‘some evidence that the campaign had pro-marijuana effects…’ (Levitt & Dubner 2014 – p. 173)
iii) As part of a major anti-smoking campaign more than 4,000 children from 20 different schools attended special lessons and were given advice on how to resist peer pressure. Results: two years later, 29% of them smoked – as opposed to 28% of a control group.
iv) A meta-analysis of studies on all programmes trying to educate people on financial matters found a maximum of 6% improvement, deteriorating over time and were least effective for those who needed them most (Ariely 2013 – YouTube [1:30 – 2:00]). I rest my case.
Why does this happen? Well, clearly the original assumption is wrong. We think that the conscious part of the brain is all there is, but in fact there are lots and lots of other modules vying for control of that ‘driver’s seat’ (Kurzban 2012). What is more, these tend to take over just at the critical moment. Just watch this clip [1:04 – 2:45].
[NB: I do not own the copyright to this video clip. I have uploaded it here for educational purposes]. Psychology for ELT - Educating vs Persuading](https://i.ytimg.com/vi/kJh8Yk2-oGk/mqdefault.jpg)
![Psychology and ELT - Nudging in Practice 1
How do you get people to submit their tax returns on time? One way to do this (the traditional way), is to let them know the deadline and that there is a fine if they fail to meet it. This resulted in a compliance rate of 67.5%. But what if you were to add to this a simple piece of info? Do you think this figure would change? If so, by how much? Here are three variations of this:
Simply informing people that most others do submit their tax returns on time:
Informing people that most others in the same postal code submit their tax returns on time:
Informing people that most others in the same street/town submit their tax returns on time:
So – there you have it. Now imagine an academic setting. Instead of trying to persuade people about the importance of submitting their essays on time, you could inform them about how many students actually do so. Or perhaps about how many people in this particular course meet their academic obligations. Social Proof is a very potent weapon of influence for the teacher – and one which has been neglected so far.
[NB: I do not own the copyright to this video clip. I have uploaded it here for educational purposes]. Psychology and ELT - Nudging in Practice 1](https://i.ytimg.com/vi/kQsjxrtXu2E/mqdefault.jpg)
![Psychology and ELT - Emotion
Another amazing Case Study illustrating the powerful role of emotion in getting people to change attitudes. Notice how cleverly the advertisers initially evoke anger by appearing to be making fun of people’s national identity. When they change tack, the product rides the surge in people’s patriotic emotions as a result of its long association with Romania. Notice also the role of incongruity in getting people to pay attention in the first place (‘What? ROM with an American flag on the wrapper?!?’) To get people to wake up, all you need to do is violate their expectations – and of course advertisers are past masters at it….
[NB: I do not own the copyright to this video clip. I have uploaded it here for educational purposes]. Psychology and ELT - Emotion](https://i.ytimg.com/vi/kW3VABfHeNs/mqdefault.jpg)
![NESTs and NNESTs - The Magnifier
Why are there so few women at the top? Part of the answer is prejudice, stereotypes, the fact that they still do most of the childrearing, etc. etc. – and all these might help explain why a woman’s male colleagues are often preferred. But there is another factor at play: once someone is actually promoted, a certain mechanism kicks in which helps magnify any initial difference – or create a very real one where none existed originally! Here is Malcolm Gladwell explaining the same process at work in the field of sports.
I believe the same mechanism can help explain a number of things – not least the huge discrepancy between NESTs and NNESTs at the top levels of ELT.
[NB: I do not own the copyright to this video clip. I have uploaded it here for educational purposes]. NESTs and NNESTs - The Magnifier](https://i.ytimg.com/vi/ky832aVwvIg/mqdefault.jpg)
![Ads for ELT - Alien
Let us face it: when you are in another country and you can’t speak the language, you feel… well, you feel like the alien in this ad. A brilliant warm-up to any lesson about the importance of English.
[NB: I do not own the copyright to this video clip. I have only uploaded it here for educational purposes]. Ads for ELT - Alien](https://i.ytimg.com/vi/l89IZ_QquVQ/mqdefault.jpg)
![Comedy for ELT - Teachers
[To get a free worksheet (+KEY, +Script) just click here: https://bit.ly/3tFjvjy ]
It can be because you love kids, or because you have a passion for knowledge and sharing knowledge, but these are by no means the only reasons why people opt to become teachers. In this vox pop, a number of individuals share with us their own unique path that led them to enter the profession…
[NB: I do not own the copyright to this video clip. I have uploaded it here for educational purposes]. Comedy for ELT - Teachers](https://i.ytimg.com/vi/l9CX50E76C8/mqdefault.jpg)
![Comedy for ELT - Old Age
Senior citizens they may be, but all these two guys seem to be able to talk about is women… :-) A funny little sketch about men, sexist stereotypes and old age. Taken from the BBC TV Series ‘The Two Ronnies’.
[NB: I do not own the copyright to this video clip. I have uploaded it here for educational purposes]. Comedy for ELT - Old Age](https://i.ytimg.com/vi/mN5Dm-gllk8/mqdefault.jpg)