Why Fake News Persists: The Power of Repetition

An idea truly dies only when no one talks about it. Fake news is remembered and believed because it’s constantly shared and repeated.

So don’t criticize fake news or bad ideas—once you repeat them, they won’t be forgotten. And the more often you repeat them, the more likely people are to believe them.

Flip that for marketing: some ads keep running simply to repeat a message until it sticks in your mind.

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