Kochstrasse™

We like it the easy way.

To decide between two or more options is real stress! Processing fluency describes, how hard understanding and interpreting an object (or a situation) for the brain actually is. Processing fluency belongs to a set of modalities called „judgement heuristics“. These are short tracks used by brain on order to speed up the processing of sensory input data. As every short track, these are prone to producing wrong estimations and evaluations, too. That’s because human brains are hardwired to avoiding risks. Everything that’s easy to understand – i.e. everything that can be processed without much active thinking – will be perceived as familiar, true and trustworthy. That’s why customers rarely do the maths. They decide intuitively and trust their „gut feeling“, even if it’s wrong.

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