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Cognitive ease can guide our preference for products from "summary" of Thinking, Fast and Slow by Daniel Kahneman
Consumers are influenced by a variety of factors when making purchasing decisions, and one such factor is cognitive ease. Cognitive ease refers to the mental effort required to process information and make decisions. When a product is presented in a way that is easy to understand and process, consumers are more likely to prefer it over a product that requires more cognitive effort. This preference for products that are easy to process is rooted in the idea that our brains are constantly seeking ways to conserve mental energy. When faced with multiple options, our brains will naturally gravitate towards the option that requires the least amount of effort to process. This is because cognitive effort is taxing on our brains, and we are...
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