The Effects of Fluency on Decision Making

When something is fluent, you feel differently about it from how you would feel if it were more difficult to process. The basic idea is that people feel more positive about stuff that's easy to process. When we meet someone whose nameYou can pronounce easily, you feel a little bit more positive about that person. And the stocks that are pronounceable tend to do better when they first enter the market. So this fluency principle has a whole lot of direct influences on our behavior.