If it's difficult to pronounce, it must be risky.

@article{Song2009IfID,
  title={If it's difficult to pronounce, it must be risky.},
  author={Hyunjin Song and Norbert Schwarz},
  journal={Psychological science},
  year={2009},
  volume={20 2},
  pages={135-8}
}
Low processing fluency fosters the impression that a stimulus is unfamiliar, which in turn results in perceptions of higher risk, independent of whether the risk is desirable or undesirable. In Studies 1 and 2, ostensible food additives were rated as more harmful when their names were difficult to pronounce than when their names were easy to pronounce; mediation analyses indicated that this effect was mediated by the perceived novelty of the substance. In Study 3, amusement-park rides were… CONTINUE READING
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