Adam Ferrier
May 13, 2015

Unobvious Observations: Cognitive fluency

Your consumers don't want to think if they don't have to, which is fine if they already know and love your brand. But what if you need to get their attention? Adam Ferrier explains the psychology of cognitive fluency and the impact for brands.

Adam Ferrier

“If the glove doesn’t fit you must acquit.”

We’re all aware of this famous line used by OJ Simpson’s lawyer Johnny Cochrane. It was, some say, the line that set OJ free at least until he got himself into more trouble. That's because humans are more likely to believe a phrase that rhymes than one that doesn’t. Does If the glove doesn’t fit, you must not find him guilty have the same power No....

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