5-minute read

Have you ever taken an online quiz to find out which Simpsons character you are and been surprised by how accurate it was? Or you’ve looked at your horoscope app and been surprised by its accuracy. 

If you answered “yes,” you were affected by “The Barnum Effect.” 

The Barnum Effect, also called the Forer Effect, is a type of cognitive bias in which people think descriptions of their personalities are made just for them. In reality, though, these descriptions aren’t very clear and could be used to describe almost anyone. 

We all want to be understood, and this cognitive bias plays into that desire. Barnum is highly effective because it triggers two other biases: 

Confirmation bias: People naturally look for and pay attention to information that backs up what they already think and believe. The Barnum effect uses this to its advantage by saying things that most people would agree with. This reinforces their beliefs about themselves and makes them feel understood. 

Self-serving bias: We naturally like information that makes us look good, and the Barnum effect often uses positive or complimentary statements. This bias fits the fact that we tend to believe positive things about ourselves because it makes us feel understood and accepted. 

How to apply the Barnum Effect in marketing.

In practice, an environmental conservation group could run a campaign to raise money for protecting endangered species and incorporate Barnum to pique the interest of potential donors. For example, an email to supporters could be similar to this: 

“Dear Tom, 

As someone who cares deeply about the environment and the well-being of our planet’s precious wildlife, we know that you understand how important it is to protect and preserve endangered species. Your compassion and commitment to making a positive difference in the world prove that you are a true steward of nature, and together we can make a real difference in the fight against extinction.”

The message uses vague and general phrases like “cares deeply about the environment,” “compassion and commitment,” and “true steward of nature” that can apply to almost anyone. 

The Barnum effect happens when the person reading the message thinks it was written just for them and that they are the best person to help – making them more likely to donate to the cause. 

What makes The Barnum Effect different from personalization?

The Barnum effect and personalization sound similar but have one key difference. Both are used in marketing and psychology to make people feel more connected to a message or cause by making it seem relevant and specific to them. However, the Barnum effect uses vague and sweeping generalizations that could apply to anyone, while personalization uses personal information to make messages more specific to receivers. 

Both the Barnum Effect and personalization do the following:

• Try to make the message more relevant to the audience. 
• Make the audience feel like the message was made just for them. 
• Appeal to people’s feelings, making them feel special, understood, and valued.

By leveraging these psychological mechanisms, mission-driven organizations can create powerful messages that resonate with a broad audience, fostering a sense of connection and validation. 

As individuals feel more understood and connected, they become more receptive to the message and are more likely to engage with and support the cause or organization. Thus, understanding and harnessing the Barnum effect can be valuable in crafting effective communication strategies that build lasting relationships and drive positive outcomes.