Makes interfaces feel personal and relatable
Risks being perceived as generic or manipulative
The Barnum Effect involves the tendency to find vague, generalised statements personally meaningful. Bertram Forer demonstrated this effect in a 1949 experiment where participants received identical personality descriptions derived from generic statements. Most participants rated the descriptions as highly accurate, illustrating the brain's inclination to seek personal relevance in ambiguous information.
The study found that participants perceived broad, non-specific descriptions as personally relevant. This bias underpins practices like horoscopes and generalised marketing content.
1.
Personalise content for genuine relevance.
2.
Avoid vague claims to build authenticity.
3.
Test specificity levels for trust and engagement.
