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What is Processing Fluency?
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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.


processing fluency

What is high and low processing fluency?

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.


Philippe Aimé

by Philippe Aimé

Philippe is the CEO of Convertize. He created his first website in 1998 and has spent the past 20 years finding ways to make digital marketing more persuasive. He now heads a team of CRO consultants.

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