Add Yahoo as a preferred source to see more of our stories on Google. A woman notices a man's mistake. Psychologist Elliot Aronson first identified the Pratfall Effect in a 1966 experiment in which he ...

And believe me, it is awful. This viscous, vicious death liquid tastes like poison, but despite that, they’ve maintained their position as the undisputed market leader in cough syrups for decades.

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 ...