Easy = True. Apparently
Studies have shown that when presenting people with a factual statement, even non-substantive changes like writing it in a cleaner font or making it rhyme or simply repeating it – can alter people’s judgment of the truth of the statement. Cognitive Fluency, as the subject is known, is simply a measure of how easy it is to think about something. Psychologists have determined, for example, that shares in companies with easy-to-pronounce names do indeed significantly outperform those with hard-to-pronounce names. Because it shapes our thinking in so many ways, fluency is implicated in decisions about everything from the products we buy to the people we find attractive to the candidates we vote for. More in the Boston Globe.