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Cognitive ease: Illusory truth effect

Cognitive ease makes us feel more favorable toward things that are familiar and easy to understand. Our brain is wired to accept what is familiar. That can make us resistant to new assessments, even when presented with reliable facts. The illusory truth effect is a consequence of this cognitive bias. It is the tendency to believe information because it is repeated often. Our minds need to make quick judgments, so we take shortcuts. Relying on how often you’ve heard something to judge the truth of something is just one strategy.