Fluency: a new psychological tool
26 Jul 2011
Fluency: a new psychological tool

The concept of 'fluency' describes the ease or difficulty with which people make sense of information such as advertising messages. The idea has long been familiar to academics, but it has the potential to be a powerful business tool.

Adam Alter

Adam Alter is a professor of marketing at NYU’s Stern School of Business and the Robert Stansky Teaching Excellence Faculty Fellow. He is a New York Times bestselling author of two books: Irresistible, which considers why so many people today are addicted to so many behaviours, and Drunk Tank Pink, which investigates how hidden forces in the world shape our thoughts, feelings, and behaviours. Adam’s academic research focuses on judgement, decision-making, and social psychology. His research has been published widely in academic journals and featured in dozens of TV, radio, and print outlets around the world.