What does the illusory truth effect describe?

The illusory truth effect describes the tendency of individuals to believe messages they have encountered multiple times, regardless of their truthfulness. This cognitive phenomenon occurs because repeated exposure to a statement often makes it seem more familiar and believable to the individual, leading them to accept it as true even when it is false.

This effect has significant implications in health communication, where repeated messaging about health-related topics can influence public perception and behavior, sometimes promoting misconceptions. Understanding this effect underscores the importance of careful crafting and repetition of accurate health information while being cautious of the potential for misinformation to gain acceptance simply through repetition. As such, the illusory truth effect highlights the pivotal role of familiarity in shaping beliefs and attitudes.