Processing fluency is a cognitive bias in marketing that refers to how people's opinions about something are influenced through the brain's ease of understanding and interpretation.

Consumer Psychology and Neuromarketing
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Introduction
Processing fluency is a cognitive bias in marketing that refers to how people’s opinions about something are influenced through the brain’s ease of understanding and interpretation. The human brain is developed in a manner that finds comfort to rely on simple and accessible information for its usage. In marketing, an intuitive design or an article easy to understand signifies high processing fluency (Landwehr 2015). Therefore, marketing advertisements or information should be developed in an intuitive manner that is simple and easy to understand and interpret; through this, it would be useful in passing relevant information. Low processing fluency is a pause to most people as the energy and time spent to understand the report comes with negative association and feelings. Therefore, factors such as figural-ground contrast, familiarity, and stimulus repetition geared at attracting the targeted audience should be taken into account because they carry along with beneficial attributes that turn the audience to more favorable attitudes towards the brand.
The figure-ground contrast induces favorable attitudes towards a brand advertisement thus increasing perceptual fluency (Owen et al. 2016). For instance, the promotional advertisement of the Guinness brand with the ground contrast of famous football club players facilitates its quick acceptability. A pictorial representation of a football fan running to a club to watch the game and then order a bottle of beer to quench the thirst as the game continues is a creative venture (Crepeau, 2017). These clips contain both direct and indirect attributes of the brand with celebrities and colors as the contrast configuration thus promoting processing fluency. Moreover, the targeted audience is attracted by the background proceeds hence going through the advert without their knowledge and the preferred information is passed. In that regard, the avenue under which an advertisement is presented speaks volumes regarding the target acceptability to view and meditate the message being portrayed.
Familiarity due to brand advertisement encompassing reputable and well-known individual positively influences processing fluency. Moussa & De Barnier (2018) puts the narrative established in followed by a date exposure while shopping in large-scale retail outlets as the foundation of familiarity to products. The trend in itself is trending in large companies of communicating founding date, thus emphasizing it in their current advertisements to increase processing fluency. A good example is an advertisement showing a football fan buys a bottle of Coca-Cola brand after Ronaldo scores a goal creating attention through familiarity of this player’s reputation (Allan & Tryce, 2016). Similarly, a Nike advertisement featuring Coutinho, Neymar, De Bruyne, and Ronaldinho dribbling past opponents with ease due to the kit on is a clear indication to draw attention of targeted consumers since they love those celebrities. Therefore, it is crucial to comprehend and have an awareness of the subliminal promotion and the impact it creates on the attention of customers.
Stimulus repetition is another way that marketers can increase processing fluency by exposing a potential customer to a stimulus more than once, thus creating an adequate representation in the memory (Åkestam et al. 2017). The concept is understandable with ease by studying how lyrical songs are broadly and quickly adopted in the marketplace due to their repetitive nature. However, people dislike advertisements and immediately lose interest whenever such commercials appear; hence, marketers in pursuit of acquiring potential customer’s attention shift to this concept to relay their product’s information. An excellent example of repetitive stimulus marketing advertisement is on alcohol brand Captain Morgan that has random people calling on its name repeatedly for approximately thirty-one times while entering a bar. The name “Captain” will linger the customer’s mind due to the repetition and the simplicity that the advert takes. This affects in increasing processing fluency and improves the perception of the marketing approach taken.
These three accounts induce concepts of simplicity and clarity as marketing theories. Simplicity dynamics as theory, as expressed by different products, is literally taking over the market. Landwehr (2015) agitate that there is a distinctive measure of visual product complexity as determined by processing fluency. Therefore, simplicity is a complicated measure of an atheistic liking, and it can easily be associated with low quality. In contrast, others can liken it to class, depending on the level of exposure. For instance, in a Coca Cola lemon light advert, Coca-Cola uses a lemon peel and transforms it into their Magic C to promote a lemon brand of their product (Creusen et al. 2016). The advertisement brings out recognition of their brand. It actively promotes a new brand with simplicity cutting across many areas such as costs, choice of material, amongst others, although the intended message has been conveyed.
On the other hand, clarity strategy effortlessly increases fluency processing by advocating for promotional pieces that have the right tone of contrast and coherence as this will capture attention and inherently increase the number of processing. An example of an advert that portrays the clarity is the McDonald Wi-Fi advertisement. The promoters remained faithful to the organization’s colors and primary purpose but promoted their Wi-Fi. Considering the latest capabilities empowered by digital image processing software, it would be adequate to employ this feature in marketing. The marketers need to ensure that the content displayed during advertisement matches with the product. The concept allows repetitive stimuli activation since the advertisement is clear, thus outdoing boredom.
Conclusion
The existing preliminary evidence related to fluency visual features of product design is a mixed concept. This calls for a mixture of ideas and theories in order to acquire a larger clientele audience. The tenacity to influence processing is determined by the ability to increase the aesthetic make up of product design. However, the novelty of the product is also likely to enhance customer aesthetic intentions. The design of a marketing advertisement should be able to capture the cognitive aspects, as this is likely to lead to increased processing fluency. Finally, simplicity and clarity are far much better than complexity in advertising. Therefore, marketing advertisements require an intuitive manner of development that is simple and easy to understand and interpret in order to pass the relevant information effectively.

References
Åkestam, N., Rosengren, S., & Dahlen, M. (2017). Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects. Psychology & Marketing. 34(8), 795-806.
Allan, D., & Tryce, S. A. (2016). Popular music in Super Bowl commercials 2005-2014. International Journal of Sports Marketing and Sponsorship.
Crepeau, R. (2017). The Super Bowl at 50 or L. The International Journal of the History of Sport. 34(1-2), 7-22.
Creusen, M. E. H., Veryzer, R. W., & Schoormans, J. P. L. (2010). Product value importance and consumer preference for visual complexity and symmetry. European Journal of Marketing. 49(9/10), 1437-1452
Landwehr, J. R. (2015). Processing fluency of product design: cognitive and affective routes to aesthetic preferences. In The Psychology of Design. 240-255. Routledge.
Moussa, A., & De Barnier, V. (2018). Consumers’ response to branded longevity.
Owen, H. E., Halberstadt, J., Carr, E. W., & Winkielman, P. (2016). Johnny Depp reconsidered: How category-relative processing fluency determines the appeal of gender ambiguity. PloS One. 11(2).