People were more likely to purchase a gourmet cheese when an advertisement described it in a difficult-to-read font because people misattributed the difficulty in processing to the uniqueness of the cheese, a perception that made it seem more appealing. When the advertisement was depicting an everyday cheese, that effect disappeared; people were more likely to purchase an everyday cheese when the advertisement described it in an easy-to-read font because that ease of processing generated feelings of familiarity.
