When Vividness Makes Ideas More Memorable and Believable

Simplicity, or more precisely the cognitive fluency, increases persuasion. But does it also mean that vividness and persuasion are incompatible because vivid details usually reduce cognitive fluency?  Is the shorter message always more persuasive? Or is it possible that a more detailed and vivid message (which can be also more difficult […] Read more »

The Weak Evidence Effect

What is the Weak Evidence Effect? Should you use more evidence or less? The weak evidence effect suggests that if you’ve got some strong arguments, it is best to leave out any weak evidence, even if it seems to be supportive evidence overall. Recent research by Brown University researchers shows that you’ll achieve stronger […] Read more »

Persuasion Wisdom of Justice Joseph Story

Joseph Story, who was an Associate Justice in the nineteenth century US Supreme Court, is perhaps known nowadays to one or a few lawyers, but seems largely irrelevant to everyone else. Yet, his persuasion advice may be very relevant to anyone who depends on the ability to influence through cogent arguments. This means […] Read more »

What Is Cognitive Fluency and How It Affects Influence

“It is simplicity that makes the uneducated more effective than the educated when addressing popular audiences.” – Aristotle What is Cognitive Fluency? Our brains prefer simpler stimulus or information. Stimulus or information that is easier to process is called more fluent, hence the term processing or cognitive fluency. Essentially the less effort […] Read more »