EffectMemory & retrieval · Memory Bias · Entry 184
Illusory Truth Effect – the more you hear it, the truer it seems
Do you believe we use only 10% of our brains, even though it’s a myth? That’s Illusory Truth Effect – the tendency to believe information simply because it sounds familiar, even if it’s false.
Where it can show up
- Fake news – the more you see a headline, the more believable it seems.
- Marketing & advertising – brands repeat slogans until you accept them as truth.
- Personal beliefs – stereotypes and rumors feel true just because they’re often repeated.
A practical countermeasure
- Don’t mistake familiarity for truth – things seem true not because they are, but because you’ve heard them a lot.
- Double-check facts – if something sounds too familiar, verify the source.
- Be wary of repeated claims – repetition makes statements convincing, but not more accurate.