False information can feel true if they reoccur
Have you ever noticed that repeated information can feel true even when it’s obviously false?
In psychology, this is a cognitive bias called the illusory truth effect. Repeated information feels true and accurate because it’s familiar. This familiarity makes it easier to process (this’s called processing fluency), which tricks the brain into believing the information is true, even when it’s false.
A 2024 study reviewed multiple experiments and found that repetition increases perceived truth, sharing intentions, and even reduces the sense that misinformation is unethical.
Pausing to fact-check. Familiarity may mislead the brain, but attention and critical thinking can fight back.
Source: Pennycook et al., 2024; ScienceDirect
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From my personal experience, I've noticed how easily misinformation can slip into everyday conversations, especially when the same false claims keep resurfacing. This matches the illusory truth effect explained in psychological research. The more often we hear something—even if it's untrue—the more our brains accept it as fact because repeated exposure increases processing fluency, making the information seem more credible. I recall one instance where a viral social media post about health misinformation seemed believable just because it kept appearing in my feeds. Initially skeptical, I found myself gradually accepting parts of it, illustrating how repetition influences belief unintentionally. However, once I consciously paused to fact-check and consult reliable sources, I realized the information was false. The 2024 study mentioned highlights that not only does repetition increase perceived truth, but it also raises the willingness to share misinformation and diminishes the sense of ethical concern around it. That explains why debunking myths online can sometimes feel like an uphill battle. One method I use to counteract this bias is deliberate skepticism—actively questioning repeated claims and seeking verification before accepting them as truth. Taking even a brief moment to fact-check helps override the brain's tendency to accept familiarity as proof. Understanding the illusory truth effect can empower us as consumers of information to avoid being misled by recurring falsehoods. It also emphasizes the importance of media literacy and critical thinking in today's digital age, where information flows rapidly, and repetition is common. Sharing this awareness with friends and family can help create a more informed community less vulnerable to the influence of misinformation.