26 - The Illusory Truth Effect: Why repetition builds belief
The Credibility Minute · Jen deHaan
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Show Notes
Creators often fear becoming a "broken record," worrying that repetition will annoy their audience. However, the Illusory Truth Effect suggests the exact opposite. This psychological concept, researched for over 50 years, shows that we believe things more simply because we have heard them before.
Repeated statements are rated as more truthful than new ones. For business leaders and experts, this means you have permission—and a strategic mandate—to repeat your core concepts. Consistency makes your brand's ideas feel more trustworthy and persuasive over time.
In this micro-episode:
- How the Illusory Truth Effect influences listener belief
- Why you should stop worrying about repeating your best ideas
- The ethical responsibility of using repetition in your marketing
Resources:
Original 1977 study:
https://www.sciencedirect.com/science/article/abs/pii/S0022537177800121
Overview and more studies:
https://en.wikipedia.org/wiki/Illusory_truth_effect
Making up History: False Memories of Fake News Stories
https://ejop.psychopen.eu/index.php/ejop/article/view/456
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