Cognitive ease
Когнитивная лёгкость · Cognitive fluency
When information feels easy to process - familiar, clear, repeated - we trust it more, even when it's wrong.
Cognitive ease is a feeling, not a verdict on truth. A statement printed in clean type feels truer than the same statement in low contrast. A rhyming phrase feels more wise. A familiar name feels more credible. System 1 reads «easy» as «true», and System 2 rarely pushes back.
Ease is the dominant input to confidence in System 1. It's why marketing repeats, why "smooth" arguments win even when they're empty, why familiar advisors get believed past their competence.
A consultant uses the same buzzwords for years; the client trusts them more each time because the words have become familiar - not because the advice has become better.
- 1Be suspicious of confidence built on familiarity rather than evidence.
- 2Print, slow down, reread in low contrast - friction makes you think.
This part of the knowledge base is inspired by the book. Go to the Ukrainian edition to explore the concept in depth.
- · Методичка по Канеману - когнитивная легкость