The ease and speed with which we process information largely influences our perception of that information, including how much we like it. Generally, the faster we’re able to process information, the more we tend to like that information. Why? When we’re able to quickly process information, that ease of processing feels good, and we misattribute the root cause of those positive feelings. When we experience those positive feelings, we mistakenly believe that they are resulting from our fondness for the information, rather than our ease of processing (which is the actual cause).
