The chapter discusses the role of metacognitive experiences in consumer judgment and decision making. Metacognitive experiences, such as the ease or difficulty of recall and thought generation, are informative in their own right and can influence judgments and decisions. People's conclusions from these experiences depend on their naive theories of memory and cognition, which can vary widely. For example, consumers may like a product less if they bring more positive attributes to mind, or they may defer choice if they generate more reasons for making a decision. These experiences are not always informative, especially when their informational value is questioned, such as when participants are distracted. The chapter also explores the impact of processing fluency, which refers to the ease or difficulty of processing new information, and how it can affect judgments of truth and preference. Processing fluency can be manipulated through various variables, and its effects depend on the naive theories applied. For instance, fluency can increase judgments of truth and preference, but only when these experiences are interpreted through relevant theories. The chapter concludes by highlighting the complexity of judgments and the need to consider both declarative and experiential information.The chapter discusses the role of metacognitive experiences in consumer judgment and decision making. Metacognitive experiences, such as the ease or difficulty of recall and thought generation, are informative in their own right and can influence judgments and decisions. People's conclusions from these experiences depend on their naive theories of memory and cognition, which can vary widely. For example, consumers may like a product less if they bring more positive attributes to mind, or they may defer choice if they generate more reasons for making a decision. These experiences are not always informative, especially when their informational value is questioned, such as when participants are distracted. The chapter also explores the impact of processing fluency, which refers to the ease or difficulty of processing new information, and how it can affect judgments of truth and preference. Processing fluency can be manipulated through various variables, and its effects depend on the naive theories applied. For instance, fluency can increase judgments of truth and preference, but only when these experiences are interpreted through relevant theories. The chapter concludes by highlighting the complexity of judgments and the need to consider both declarative and experiential information.