Illusory Truth Effect
- Ginia McFarland
- May 3
- 3 min read
What is it?
Illusory truth effect is a method of how misinformation spreads. Repeated information is perceived as true because it is seen through various sources. As it spreads, it gains momentum and trust because sources are checking with other sources with the same false information. Using the same concept as viral videos, the more something is engaged with the more it will appear across platforms. It is an easy way to spread false information without intending to.
How do I spot it and combat it?
Illusory truth effect is most often seen in political campaigns and advertising. The repeated exposure to an idea or product is trying to use your psyche to make a person believe in the messaging. This brings up the question, how do I recognize this?
First, look for patterns. Are you seeing the same sources for all these articles, is this source someone or something that can be verified outside of the article? If you can verify the sources are different or can be verified independently through research, this is a good sign.
Next, fact check. While many sources can be verified, are the facts correct? President Trump can be attributed to many quotes and facts said in the moment, but how accurate are they? This is just one example of many of people who say things in the moment, but they aren't true. Verify all facts before accepting the information seen.
Lastly, to prevent future bias or possible illusory truth bias, get news from a variety of different sources. This allows for a person to see how a story is being reported across multiple platforms and outlets and forcing you to look a little deeper into what facts being shown or dismissed. Go outside your political leanings, normal outlets and seek all ways one story was given. This allows you to pick up where and when sources are getting information and allow you to avoid falling into a misinformation trap.
Why is it important to know?
This is one way people can become more media literate. Understanding where and why news is written and spread can help combat spreading misinformation. In addition, it allows consumers to recognize patterns in reporting. This can help to identify bias within organizations and sourcing used for outlets.
Who is this blog for?
This blog was intended for people between the age of 18-25 years old. Those are the people most susceptible to the illusory truth effect because they are the ones most online and getting news from social media. While blogs are not the most captivating way in a short amount of time to digest information, it is important to have a concrete place to go back and reference steps. The paragraphs are shorter to keep attention span, but still have the information needed.
References:
Admin. (n.d.). Illusory truth effect. BROD. https://brodhub.eu/en/media-literacy/illusory-truth-effect/#:~:text=Critical%20Consumption%20of%20Information:,27%20times%20in%20group%202.
Atske, S. (2025, April 24). News platform fact sheet. Pew Research Center. https://www.pewresearch.org/journalism/fact-sheet/news-platform-fact-sheet/
Hassan, A., & Barber, S. J. (2021a). The effects of repetition frequency on the illusory truth effect. Cognitive Research Principles and Implications, 6(1). https://doi.org/10.1186/s41235-021-00301-5
Hassan, A., & Barber, S. J. (2021b). The effects of repetition frequency on the illusory truth effect. Cognitive Research Principles and Implications, 6(1). https://doi.org/10.1186/s41235-021-00301-5
Illusory truth effect | EBSCO. (n.d.). EBSCO Information Services, Inc. | www.ebsco.com. https://www.ebsco.com/research-starters/psychology/illusory-truth-effect#:~:text=The%20illusory%20truth%20effect%20is,a%20person's%20pre%2Dexisting%20beliefs.
Loecherbach, F. (2023). Diversity of News Consumption in a Digital Information Environment. [PhD-Thesis - Research and graduation internal, Vrije Universiteit Amsterdam]. https://doi.org/10.5463/thesis.165
Udry, J., & Barber, S. J. (2023). The illusory truth effect: A review of how repetition increases belief in misinformation. Current Opinion in Psychology, 56, 101736. https://doi.org/10.1016/j.copsyc.2023.101736
Wood, S. (2021, January 22). What makes something go viral? Journal of Consumer Research. https://consumerresearcher.com/jonah-berger-contagious#:~:text=Social%20Currency%E2%80%93%20Just%20like%20the,emotions%20drive%20us%20to%20share.
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