One of the oldest tricks in the book that advertisers employ to sell a product is repetition. One of the best examples of this is Head On’s campaign in 2006, which just repeated the phrase “Head On. Apply directly to the forehead, over and over.” This tactic is called “effective frequency” in marketing, but is known in psychology as the “illusory truth effect”.
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… the more you hear something, the easier it is for your brain to process, which makes it feel true, regardless of its basis in fact.
“Each time, it takes fewer resources to understand,” says Lisa Fazio, a psychology professor at Vanderbilt University. “That ease of processing gives it the weight of a gut feeling.”
This is what makes a lie effective, but how do we fight back against that lie? Jennifer Latson provides us with some tips over at Psychology Today.
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