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Cognitive Ease

Definition:

Cognitive ease or processing fluency is a feeling of security and understanding that occurs when our fast, intuitive and emotional brain (i.e. system 1) is fully in control of decisions and we feel comfortable with our environment.

Image of causes and effect of cognitive ease from Thinking, fast and slow
Image Source: Thinking, fast and slow by Daniel Kahneman

Cognitive ease is a cause of feeling good, but also a consequence. However, cognitive ease can give us a false sense of security because it makes us feel more confident about information we receive and we rely on mental short-cuts to evaluate the accuracy and validity of data. This can result in an illusion of understanding.

 

Resources:

Conversion marketing – Glossary of Conversion Marketing.

Cognitive load – Minimising cognitive load to improve conversions.

Cognitive strain – Minimising cognitive load to improve conversion.

Digital Marketing toolbox – Over 300 resources.

Digital Marketing and Insight