Cognitive Ease, otherwise known as Cognitive Fluency, is quite simply the ease with which our brain processes information; this level of ease impacts how positively (or negatively) we feel about something.

The higher the cognitive ease associated with something, the more motivated we will feel to invest our time and effort in it. Whereas when cognitive ease diminishes, because the mental effort required is too much or too complex, we switch to a state of cognitive strain which can lead us to become more vigilant and suspicious resulting in a decrease in confidence, trust and pleasure. In other words, people are happier and more receptive towards familiar and easily understandable situations in which they feel safer, more confident and at ease.

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