The term "cognitive disfluency" describes an interesting phenomenon in psychology. It refers to the idea that a certain degree of difficulty or disfluency in processing information can lead to better recall and deeper understanding.

To understand this term in more detail, it is helpful to familiarise yourself with the concept of cognitive ease. Cognitive ease refers to the ease with which information can be processed. This occurs when information is clear, well-structured and easy to understand. People tend to categorise information that is processed with cognitive ease as more true or important.

On the other hand, there is cognitive dissipation. This occurs when information is presented less clearly, more difficult to understand or unexpectedly. This can be achieved, for example, by using an unusual font or presenting information in an unfamiliar way. When people are confronted with cognitive fluency, they have to work harder to process the information.

And here's the interesting thing: studies have shown that information presented with cognitive fluency is better remembered. This is because the brain is in a state of heightened alertness when confronted with challenges. This leads to deeper processing of the information and better retention.

A well-known experiment that illustrates the Ben Franklin effect was conducted by Ben Franklin himself. He asked a rival for a rare book from his library. After the rival lent him the book, Franklin treated him kindly and respectfully. As a result, the rival's attitude towards Franklin changed for the better.

In modern terms, the Ben Franklin effect means that people tend to feel more positive towards people they have done favours for. It is based on the concept of cognitive dissonance, where people tend to adapt their behaviour to their attitudes. So if they do someone a favour even though they don't actually like them, their brain adjusts their attitude to justify this action.

In today's world, the Ben Franklin effect has applications in many areas, from interpersonal relationships to marketing. Companies use it to build customer loyalty and people use it to create better relationships.

To summarise, cognitive fluency is a fascinating concept that expands our understanding of how we process information and how interpersonal relationships can be influenced. The Ben Franklin effect shows that a small favour can have a big impact on our attitudes.