Illusory Truth Effecgt

Illusory truth effect is a social psychology concept which is also known as truth effect, reiteration effect, or validity effect.

It is the predisposition of an individual to believe a certain information which he has been repeatedly exposed to. Since familiar information is easier to process, people tend to accept it as being truthful as compared to unfamiliar information which is more difficult to assimilate; hence, familiarity can overpower rationality. For example, an individual often chooses to buy brand A (which has a number of advertisements on TV, over the radio, and on billboards) over brand B (which has less ads) even if he read a research which concluded that brand B is better.

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