Cognitive Ease & Cognitive Strain
When something is easy to process (cognitive ease), we feel good about it. When it's hard to process (cognitive strain), we become more vigilant and skeptical. This has profound implications for how we judge truth, beauty, and risk.
Cognitive Ease
Things feel easy when:
- • The font is clear and readable
- • The idea is repeated often
- • You're in a good mood
- • It rhymes or sounds nice
Result: Feels true, familiar, and good.
Cognitive Strain
Things feel hard when:
- • The font is ugly or small
- • The idea is novel or complex
- • You're in a bad mood
- • It contradicts your beliefs
Result: Activates System 2. More careful.
🔑 Key Insight
"A reliable way to make people believe in falsehoods is frequent repetition, because familiarity is not easily distinguished from truth." Beware of what feels easy.