Processing Fluency is a cognitive bias that quite simply describes how our relationship to something and our willingness to engage with it can be affected by how easy it is for our brains to process the information fluently.

We tend to prefer things that are simple for us to understand or use and call this high processing fluency. Low processing fluency occurs when we find something difficult to interact with or understand as this will require more cognitive effort and strain, which results in a negative feeling and association or an unwillingness to engage further.

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