Cognitive ease or cognitive fluency relates to the ease with which our brain processes information. We prefer things that are easy to process. Cognitive ease generates a feeling of security and understanding as our fast, intuitive and emotional brain (i.e. system 1) is fully in control of decisions and comfortable with our environment.
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.
Conversion marketing – Glossary of Conversion Marketing.
Cognitive load – Minimising cognitive load to improve conversions.
Cognitive strain – Minimising cognitive load to improve conversion.
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