Loory Truth Effect

Type: Concept

As of November 2026, Loory Truth Effect has been mentioned in one podcast episode on Stuff You Should Know (Feb 2026). Mentioned as a related concept to the mere exposure effect where repeated exposure to a lie can cause belief in it.

The illusory truth effect, also known as the illusion of truth effect, validity effect, truth effect, or the reiteration effect, is the tendency to believe false information to be correct after repeated exposure. This phenomenon was first identified in a 1977 study at Villanova University and Temple University. When truth is assessed, people rely on whether the information is in line with their understanding or if it feels familiar. The first condition is logical, as people compare new informati