Episode-33: Easy Does It: Using Cognitive Fluency to Make Your Message Feel Right

Why does a rhyming phrase feel more true? Why does a workout seem to take twice as long when the instructions are in a fancy font? The answer is cognitive fluency: the brain's habit of treating "easy to process" as "true, safe, and worth it."

In this episode of The NeuroMarketing Playbook, we look at Song and Schwarz's 2008 study, where people guessed an exercise routine would take nearly twice as long, just because of the font it was written in. We also look at Alter and Oppenheimer's 2006 research showing that companies with easy-to-pronounce names tended to do better in their first days on the stock market.

Then we get practical, with three moves for making your marketing easier to process: make it easy to read, make it easy to say, and make it easy to choose.

If your message feels smart but isn't converting, this episode might show you why.