Cognitive ease affects preferences from "summary" of Thinking, Fast and Slow... in 30 Minutes by 30 Minute Expert Summary Staff
When people make decisions, their choices can be influenced by the ease or difficulty of processing information. This concept is known as cognitive ease. Cognitive ease is the mental state in which information is processed effortlessly, quickly, and fluently. When people experience cognitive ease, they tend to feel more confident in their decisions and are more likely to prefer certain options over others. Conversely, cognitive strain occurs when individuals find it challenging to process information. When faced with cognitive strain, people may feel uncertain and less confident in their decisions. As a result, they may be less likely to choose certain options. In other words, cognitive ease affects preferences by influencing how people perceive and evaluate different choices. One key factor that can influence cognitive ease is familiarity. People tend to prefer things that are familiar to them because they require less mental effort to pr...
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