Evaluating
Illusory Truth Effect
Customers perceive repeated information as more truthful, reliable, and persuasive, significantly influencing trust, decision-making, and brand perception.
For Example
Brands such as McDonald’s consistently repeating slogans like "I'm lovin' it" or Nike’s “Just Do It” reinforce familiarity, trust, and positive brand associations. Even non-branded statements like health advice ("Drink eight glasses of water daily") gain perceived validity from frequent repetition, regardless of supporting evidence.
Similar Biases
Similar biases: Mere-Exposure Effect, Familiarity Bias, Availability Heuristic. Opposing biases: Novelty Effect, Reactance Theory, Skepticism Bias
We tend to remember tasks and goals that are not completed.
The Illusory Truth Effect describes a psychological bias in which repeated exposure to information causes individuals to perceive it as more truthful, credible, and believable, regardless of factual accuracy. Essentially, the more customers hear or see certain claims, messages, or statements, the more likely they are to accept them as accurate and reliable. In Customer Experience (CX), brands can leverage this effect by strategically repeating key messages, benefits, or values consistently across channels, reinforcing customer trust and perceptions of reliability. Repetition increases familiarity, reducing cognitive resistance and skepticism. However, ethical caution is essential: repeated misinformation or exaggeration damages trust irreparably. Effective CX leverages this bias ethically, clearly repeating truthful, consistent messaging to enhance long-term brand trust and credibility.
Original Truth by Repetition Study (Hasher et al., 1977)
Participants were presented with statements multiple times across several sessions, some true and some false. Repeated statements were significantly more likely to be rated as truthful than non-repeated ones, irrespective of actual truth. This demonstrated clearly that mere repetition, not factual accuracy, determined perceived truthfulness. Meaning for CX: Brands can build customer trust simply by consistently repeating authentic messages or benefits across multiple interactions. Frequent, ethical repetition of true statements significantly enhances customer belief and perceived credibility.
Repetition in Advertising Claims (Hawkins & Hoch, 1992)
Participants exposed repeatedly to advertising claims developed significantly greater belief in their validity over time, even when initially skeptical. The repetition enhanced perceived truthfulness, persuasiveness, and reliability, demonstrating the power of repeated messaging in marketing contexts. Meaning for CX: Repeated marketing claims, provided they remain honest and consistent, significantly enhance customer acceptance and trust. Strategic, ethical repetition should be leveraged to positively influence brand perception and consumer trust.
Social Media Repetition and Fake News (Pennycook et al., 2018)
Participants repeatedly exposed to misinformation on social media platforms were significantly more likely to accept these false claims as accurate. This study illustrated repetition's powerful impact, highlighting risks if repetition is unethically applied, as repeated falsehoods were increasingly accepted as truth. Meaning for CX: Brands must ethically employ repetition, clearly reinforcing truthful messages. Unethical repetition risks severely damaging brand trust, making transparency and factual accuracy crucial in CX messaging strategies.
Build Early Trust through Familiarity
Establish Trust from the Start
At the earliest stage, customers experience uncertainty and doubt when recognizing a need. Leveraging the Illusory Truth Effect, brands must repeatedly present their core message, consistently and frequently, across multiple initial interactions. This repetition builds familiarity and gradually reduces customers' uncertainty, making them more open to further engagement. For example, Coca-Cola's repeated use of its message, "Taste the Feeling," across all initial interactions (TV, social media, billboards) deeply embeds familiarity, reassuring customers about brand reliability at first contact.
Strengthen Recall through Consistency
Make the Brand Memorable
During awareness, customers form crucial initial impressions, heavily influenced by repeated exposure. Repetition at this stage significantly enhances memory, familiarity, and perceived truthfulness of brand claims. Successful brands use consistent visual cues, slogans, and repeated benefits clearly at this stage. For instance, KitKat consistently repeats its slogan "Have a break, have a KitKat" at every touchpoint, significantly enhancing brand recall, trust, and emotional engagement from early exposure.
Boost Credibility with Reinforcement
Turn Familiarity into Credibility
Customers carefully evaluate options at the consideration stage, seeking reliable cues to validate their choices. Strategic repetition of clear, authentic, and credible product claims significantly enhances perceived trustworthiness. Brands must ensure consistent messaging across reviews, websites, testimonials, and promotional materials. For instance, Bose repeats messages emphasizing sound clarity and noise-canceling capabilities consistently in product descriptions, advertisements, and user reviews, greatly strengthening customer confidence and reducing skepticism.
Reinforce Positive Associations
Maintain Consistent Positive Messaging
As customers explore products, repeated positive messaging and consistent visual reinforcement significantly increase comfort, trust, and emotional attachment. Brands must ensure consistent and frequent exposure to core benefits and brand claims during exploration, reducing cognitive resistance and skepticism. Apple’s consistently repeated claims about intuitive design ("It just works") during product exploration reinforce familiarity and trust, encouraging deeper engagement and emotional investment.
Solidify Trust through Consistent Evidence
Support Claims with Reliable Repetition
Customers extensively researching products heavily rely on repeated, consistent information as a validation cue. Brands must reinforce consistent, authentic claims through multiple credible sources (testimonials, third-party reviews, independent validation). For instance, Dyson repeatedly emphasizes engineering excellence ("Engineered for powerful suction") consistently across all communications, supported by extensive customer testimonials, enhancing credibility and trust during customer research.
Reinforce Decision Confidence
Repeated Assurance Eases Decisions
At the selection stage, customers experience decision anxiety, fearing incorrect choices. Brands effectively reduce hesitation by repeating reassuring and validating messages that customers have previously encountered. Repetition of previously established credible claims helps customers confidently finalize their decisions. Booking.com regularly repeats reassuring statements ("free cancellation," "trusted by millions") throughout the selection and booking process, significantly enhancing customer confidence and reducing anxiety.
Confirm Confidence at Checkout
Reinforce Security at Critical Moments
Checkout is a critical point where repeated reassurance can reduce cart abandonment dramatically. Brands that consistently repeat reassuring messages ("Secure Checkout," "100% Satisfaction Guaranteed") effectively reinforce trust, ensuring customers confidently complete their purchase. Amazon repeatedly emphasizes security, easy returns, and fast shipping at checkout, significantly boosting perceived trustworthiness and comfort at the crucial moment of purchase.
Maintain Engagement through Consistent Reassurance
Sustain Trust and Loyalty Over Time
Following purchase, repeated reassuring communications significantly enhance ongoing trust, satisfaction, and customer loyalty. Brands that consistently repeat affirmations of quality, ongoing support, and commitment effectively foster lasting positive relationships. Spotify regularly repeats messaging highlighting personalized value ("Daily Mixes created just for you") in post-purchase communications, significantly increasing ongoing emotional engagement, trust, and customer retention.
Customer Experience Challenges
Typical challenges in CX where the bias can be used
- Control: Customers may feel manipulated by excessive or overtly repetitive messages. Brands should carefully manage repetition, ensuring messages feel organic and authentic rather than forced or manipulative.
- Confidence: Customers exposed to repeated contradictory or false messages lose trust quickly. Consistency in repetition is critical—brands must maintain accuracy and alignment across all customer interactions.
- Risk: Repeated inaccurate or exaggerated claims significantly increase perceived risk. CX must ethically ensure repeated messages are factual, transparent, and truthful, preventing distrust and skepticism.
- Selection: Overly repetitive messaging without variation risks creating boredom or irritation, weakening customer engagement. Brands must vary delivery methods and context, keeping repeated messages fresh and engaging.
- Information: Customers overwhelmed by repetitive, low-value information may disengage. CX should repeat high-quality, meaningful messages clearly, avoiding redundant or trivial repetition to maintain engagement.
Customer Experience Pillars
Renascence CX pillars where it can be applied most efficiently
- Integrity: Repeated messages must consistently align with brand reality, preserving authenticity and maintaining customer trust. Ethical repetition is crucial for sustained integrity.
- Expectations: Repeated truthful messages effectively manage customer expectations, clearly reinforcing what the brand genuinely delivers, minimizing disappointment.
- Resolution: Promptly address any discrepancies or misinformation in repeated messages to reassure customers, demonstrating accountability and preserving trust.
- Effort: Clearly structured, repeated messages reduce cognitive effort, enabling customers to easily absorb, remember, and trust brand claims.
- Emotions: Repeated positive, empathetic messaging strengthens emotional connections and enhances customer loyalty, creating lasting positive brand experiences.
Customer Experience Interfaces
Interfaces & touchpoints where it can be applied most efficiently
- Digital: Use consistent slogans, visual elements, or taglines across websites, apps, and social media to reinforce trust through repeated exposure.
- Voice: Customer support consistently reinforcing core brand values verbally ("We’re always here for you") builds trust and emotional reassurance.
- Promo: Regular repetition of key promotional claims or value propositions enhances perceived truthfulness, significantly boosting customer participation and trust.
- Product: Consistent packaging and labeling reinforce brand messaging, enhancing customer familiarity and trust at point-of-use.
- Shelf: Repeated visual branding or product claims at retail strengthen customer recognition and perceived credibility.
Renascence Tip
Strategically applying the Illusory Truth Effect builds deep customer trust and engagement. Consistent, truthful repetition enhances brand familiarity and emotional security. However, authenticity is paramount—repetition must always reinforce genuine, credible messages. Ethical consistency strengthens long-term customer relationships, ensures sustained trust, and creates lasting positive brand perception.
