Cognitive Fluency
Psychologists have determined, for example, that shares in companies with easy-to-pronounce names do indeed significantly outperform those with hard-to-pronounce names. Other studies have shown that when presenting people with a factual statement, manipulations that make the statement easier to mentally process - even totally nonsubstantive changes like writing it in a cleaner font or making it rhyme or simply repeating it - can alter people’s judgment of the truth of the statement, along with their evaluation of the intelligence of the statement’s author and their confidence in their own judgments and abilities. Similar manipulations can get subjects to be more forgiving, more adventurous, and more open about their personal shortcomings.
Because it shapes our thinking in so many ways, fluency is implicated in decisions about everything from the products we buy to the people we find attractive to the candidates we vote for - in short, in any situation where we weigh information.
It seems to be an evolutionary adaptation, Mr. Bennett writes — a mental shortcut that signaled familiarity in a treacherous world. In other words, “If it is familiar, it has not eaten you yet.”
From the New York Times- Thanks to Barney Pell for pointing this one out