Fluency

From the 2012 Archives Musings 1 Comment

Today’s thought nugget comes from WIRED contributor Dave Mosher and his article Easily Pronounced Names May Make People More Likable. How much more likable? You’ll have to read the article, but what caught my eye was this line:

Fluency, the idea that the brain favors information that’s easy to use, dates back to the 1960s, when researchers found that people most liked images of Chinese characters if they’d seen them many times before.

It seems obvious to me that the brain would favor easy-to-use information, but I didn’t know that there was a whole field of research around it. After a bit of digging I found a Wikipedia article on Processing Fluency. It’s an interesting bridge between marketing and science, and it looks like a fruitful area for further exploration. Noted to self!