Research on the Illusory Truth Effect demonstrates that repeated statements are easier to process, and subsequently perceived to be more truthful, than new statements, perhaps explaining why the common misconception that vitamin C prevents the common cold, has entered our knowledge base.
Shoppers frequently encounter 'false' claims in the form of consumer advertisements and brand attributes and subsequently fall victim to the Illusory Truth Effect.
When it comes to being in-store and online, there are a few things you can do to play on the Illusory Truth Effect:
- Say it, say it again and say it yet again – the more times you can expose shoppers to your brand benefits, the more they will buy into them
- Take home beliefs – bear in mind that shoppers see your brand in-store perhaps once a week, but if they take it home, they’ll see it much more. How can you use that to leverage the Illusory Truth Effect?
- Don’t mix your truths – it’s easier to repeatedly make the same claim than to try and persuade shoppers using a series of different aspects.
With a little help from the phenomenon that is theIllusory Truth Effect, you can improve in shoppers' minds what your brand stands for; what it is famous for.