Cognitive ease

reducing cognitive load

psychology

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• The DC Style – An Everything DiSC® Podcast
  • There’s this, uh, there’s a psychological principle called cognitive ease. It refers to how easy it is for our brains to process information. The more cognitive ease associated with the task, the more likely we are to stick with it. That’s just human nature. But when that ease diminishes, the urge that our brain, you know, sends up is to switch to another topic, something less painful, less difficult. It’s one of the reasons why advertisers want to keep getting their brand in front of you again and again and again, because the more familiar something is, the easier it is for—to process, the more likely we are to engage with it, to think about it again.