Increase sympathy

Dunning Kruger Effect

Misjudging one's own abilities.

Hand-drawn older bald person with grey hair, glasses and a white lab coat shrugging with both hands raised.

How it works

People with little knowledge often overestimate their abilities, while experts in their field often underestimate their skills.

When to use it

Use the effect if you want to generate more sympathy for your brand so that your customers prefer you to the competition.

Online examples from practice

Offer help

Offer assistance, even if it seems self-explanatory.

  • Offer chat features
  • Insert small question marks that provide explanations when clicked
Website chat prompt with a small cartoon avatar of a young man and a speech bubble offering help with questions.
tui.com
Checkout form with two checked black checkboxes, one confirming billing address equals delivery address and one confirming the user is over 16.
reebok.eu

All 80 triggers as a printed card set

For workshops and test planning with your team.

Get the card set