Illusory truth effect
The Illusory truth effect (also known as the illusion of truth effect, validity effect, truth effect, or the reiteration effect) is the tendency to believe false information to be correct after repeated exposure. This phenomenon was first identified in a 1977 study at Villanova University and Temple University. When truth is assessed, people rely on whether the information is in line with their understanding or if it feels familiar. The first condition is logical, as people compare new information with what they already know to be true. Repetition makes statements easier to process relative to new, unrepeated statements, leading people to believe that the repeated conclusion is more truthful. The illusory truth effect has also been linked to hindsight bias, in which the recollection of confidence is skewed after the truth has been received.
In a 2015 study, researchers discovered that familiarity can overpower rationality and that repetitively hearing that a certain statement is wrong can paradoxically cause it to feel right. Researchers observed the illusory truth effect’s impact even on participants who knew the correct answer to begin with but were persuaded to believe otherwise through the repetition of a falsehood, to “processing fluency”.
The illusory truth effect plays a significant role in fields such as advertising, news media, political propaganda, and religious indoctrination.
The illusory truth effect is the psychological phenomenon where repeated exposure to a statement, whether true or false, increases the likelihood that people will believe it is true. This happens because the brain processes familiar information with less cognitive effort, leading to an increased perception of its truthfulness. The effect can make misinformation seem more credible, even overriding prior knowledge or a suspect source, and has been used in political propaganda and advertising.
How it Works
- Familiarity as a Truth Cue: People often use familiarity as a shortcut to determine truthfulness. If a statement sounds familiar, our brains interpret this as a signal that it must be correct.
- Reduced Cognitive Load: Repeated information requires less mental effort to process, which makes it seem more plausible and easier to believe.
- Overcoming Initial Doubts: The illusory truth effect can even make people believe something they initially recognized as false, especially after multiple exposures.
Examples
- Cultural Myths: The idea that humans only use 10% of their brains is a well-known example of a widely believed falsehood fueled by repetition.
- Misinformation Online: The effect contributes to the spread of online misinformation, where false news headlines are often repeated more frequently than true ones.
- Political Propaganda: Politicians and others can use the illusory truth effect by repeatedly stating false claims to sway public opinion, even if the information is easily disproven.
Combating the Effect
- Question Familiarity: Be cautious of information simply because it sounds familiar; take time to verify it.
- Trace Sources: Investigate the origin of claims and seek multiple, credible sources.
- Fact-Check: Develop a habit of checking information, especially when it evokes strong emotions or confirms existing beliefs.
- Be Mindful of Repetition: Recognize that repeated exposure doesn’t make something true.
AI responses may include mistakes.
[1] https://www.ebsco.com/research-starters/psychology/illusory-truth-effect
[2] https://www.psychologytoday.com/us/basics/illusory-truth-effect
[3] https://www.tiktok.com/@motivationstop/video/7303535837625568545
[4] https://fs.blog/illusory-truth-effect/
[6] https://www.sciencedirect.com/science/article/abs/pii/S2352250X23001811