Illusory truth effect

The illusory truth effect is a cognitive bias that describes how repeated exposure to information can lead to its perception as more truthful or accurate, regardless of its veracity. This phenomenon occurs because repetition makes statements easier to process, and this ease is often misattributed to truthfulness.

How it works

The illusory truth effect operates on the psychological principle that familiarity breeds credence. When we hear a statement repeatedly, our brains process it more fluently over time. This increased fluency is mistakenly interpreted as a signal that the statement is true, leading us to accept repeated information more readily than new information, even if it's false.

Examples

• Advertisements often showcase the same slogans or claims repeatedly, making them seem more credible by sheer repetition.
• Political campaigns frequently repeat certain facts or statistics to make them appear more truthful to the public.
• Urban legends and myths can gain credibility over time as they are shared repeatedly, even if they lack evidence.

Consequences

The illusory truth effect can lead to the spread and persistence of misinformation, as false statements become embedded in people's belief systems simply due to their repeated exposure. This can distort public understanding of critical issues and impact decision-making processes at personal and societal levels.

Counteracting

To counteract the illusory truth effect, critical thinking and skepticism should be encouraged. Verifying facts from multiple, credible sources and being aware of the bias can help mitigate its influence. Media literacy education and promoting fact-checking practices are also effective strategies.

Critiques

Critiques of the illusory truth effect suggest that its impact may vary depending on individual differences such as cognitive style and prior knowledge. While some suspect it significantly alters beliefs, others propose its effects might be overstated or contingent upon situational factors.

Fields of Impact

Also known as

Relevant Research

• Illusions of Truth: The Effects of Repetition on Subjective Likelihood

  Hasher, L., Goldstein, D., & Toppino, T. (1977)

  Journal of Verbal Learning and Verbal Behavior

• Understanding and mitigating the illusory truth effect: A review of recent research and findings

  De keersmaecker, J., et al. (2019)

  Psychological Science