Statements that are easier to understand are more believable
Easy-to-repeat messages, such as the 2016 “Build a wall” political slogan feel more familiar and are likely to be spread by others.
Novemsky et al. (2003). Preference fluency and its effects on no-choice, compromise and attraction effects. Association for Consumer Research.
The study
205 people were shown a description of a digital camera printed in a font that was either easy to read (high fluency) or hard (low fluency).
Results found that when easy to read, only 56% delayed choosing the camera, next to 71% when hard. Why? Fluency breeds familiarity, which we value greatly, because it’s unlikely to be harmful (Zajonc, 1968).
Novemsky et al. (2003). Preference fluency and its effects on no-choice, compromise and attraction effects. Association for Consumer Research.
Key Takeaways
Keep it short. Whether for marketing, nudges or political persuading, low syllable, easy-to-conceptualize slogans will feel dramatically more intuitive for consumers. Next to a competing message, they’ll believe the one that’s easier to understand (Schooler & Hertwig, 2005).
Repeat. Repeat. Repeat. The mere act of repeating your message will increase its familiarity, which itself increases the extent to which it’s seen as true (Reber & Schwarz, 1999). Keep it consistent across your team and put it everywhere.
Keep product benefits concise. Consumers actually like a product less the more positive traits they bring to mind (Menon & Raghubir, 2003). This is because they start to associate your product with greater complexity and lower fluency.
In further detail
Statements that are easier to understand are more believable
Easy-to-repeat messages, such as the 2016 “Build a wall” political slogan feel more familiar and are likely to be spread by others.
Novemsky et al. (2003). Preference fluency and its effects on no-choice, compromise and attraction effects. Association for Consumer Research.
The study
205 people were shown a description of a digital camera printed in a font that was either easy to read (high fluency) or hard (low fluency).
Results found that when easy to read, only 56% delayed choosing the camera, next to 71% when hard. Why? Fluency breeds familiarity, which we value greatly, because it’s unlikely to be harmful (Zajonc, 1968).
Novemsky et al. (2003). Preference fluency and its effects on no-choice, compromise and attraction effects. Association for Consumer Research.
Key Takeaways
Keep it short. Whether for marketing, nudges or political persuading, low syllable, easy-to-conceptualize slogans will feel dramatically more intuitive for consumers. Next to a competing message, they’ll believe the one that’s easier to understand (Schooler & Hertwig, 2005).
Repeat. Repeat. Repeat. The mere act of repeating your message will increase its familiarity, which itself increases the extent to which it’s seen as true (Reber & Schwarz, 1999). Keep it consistent across your team and put it everywhere.
Keep product benefits concise. Consumers actually like a product less the more positive traits they bring to mind (Menon & Raghubir, 2003). This is because they start to associate your product with greater complexity and lower fluency.
In further detail
Statements that are easier to understand are more believable
The study
205 people were shown a description of a digital camera printed in a font that was either easy to read (high fluency) or hard (low fluency).
Results found that when easy to read, only 56% delayed choosing the camera, next to 71% when hard. Why? Fluency breeds familiarity, which we value greatly, because it’s unlikely to be harmful (Zajonc, 1968).
In detail
Scarcity
We value things more when they’re in limited supply
Social Proof
We copy the behaviors of others, especially in unfamiliar situations
Prospect Theory
A loss hurts more than an equal gain feels good
Reciprocity
We’re hardwired to return kindness received
Framing
We make very different decisions based on how a fact is presented
Loss Aversion
We feel more negative when losing something than positive when we gain it
Self-Expression
We constantly seek out ways to communicate our identity to others
Default Effect
We tend to accept the option pre-chosen for us
Anchoring
What we see first affects our judgement of everything thereafter
Autonomy Bias
We have a deep-seated need to control our situations
Fast & Slow Thinking
We make knee-jerk spontaneous decisions that can cause regretful damage
Status Quo Bias
We tend to stick with our previous choices, even if the alternatives might be better
Dynamic Norms
We’re more likely to change if we can see a new behavior developing
Salience
Our choices are determined by the information we're shown