Easy is True: How Our Brain Likes to Think Easy Thoughts
Cognitive fluency is a fancy name given by psychol... ...ething simple: most people prefer things that are easy to think about than those that are hard.That's pr... ...mined, for example, that shares in companies with easy -to-pronounce names do indeed significantly outper...
http://www.neatorama.com/2010/02/04/easy-is-true-how-our-brain-likes-to-think-easy-thoughts/
