Easy = True

Easy = True:

The Boston Globe has a story about how the brain handles difficulty. Short version: it's very suspicious of it.

A handful of scholars have already started to explore the ways that advertisers, educators, political campaigners, or anyone else in the business of persuasion can use these findings. And some of the implications are surprising. For example, to get people to think through a question, it may be best to present it less clearly. And to boost your self-confidence, you may want to set out to write a dauntingly long list of all the reasons why you’re a failure.

Our sensitivity to - and affinity for - fluency is an adaptive shortcut. According to psychologists, it helps us apportion limited mental resources in a world where lots of things clamor for our attention and we have to quickly figure out which are worth thinking about.

Most of the time, the shortcut works pretty well....

Our bias for the familiar, however, can be triggered in settings where there’s little purpose to it. In the 1960s, Zajonc did a series of experiments that uncovered what he dubbed the “mere exposure” effect: He found that, with stimuli ranging from nonsense words to abstract geometric patterns to images of faces to Chinese ideographs (the test subjects, being non-Chinese speakers, didn’t know what the ideographs meant), all it took to get people to say they liked certain ones more than others was to present them multiple times.

More recent work suggests that people assign all sorts of specific characteristics to things that feel familiar. Like beauty. Psychologists have identified what they call the “beauty-in-averageness” effect - when asked to identify the most attractive example of something, people tend to choose the most prototypical option. For example, when asked to identify the most appealing of a group of human faces, people choose the one that is a composite of all the others....

One thing that fools us, for example, is font. When people read something in a difficult-to-read font, they unwittingly transfer that sense of difficulty onto the topic they’re reading about. Schwarz and his former student Hyunjin Song have found that when people read about an exercise regimen or a recipe in a less legible font, they tend to rate the exercise regimen more difficult and the recipe more complicated than if they read about them in a clearer font.

This is part of why J. R. R. Tolkien has had such an outsized effect on culture versus, say, analytic philosophers like Williamson (below). Tolkien was no less intellectual. He knew deep things about the roots of languages, and the magic that underlies them.

What he could do was take that knowledge and present it as a story. It was easy to join the story, and easy to follow it; and at the end, you had gone where he wanted to take you.

This is important to remember.