The Illusory Truth Effect: Exploring Implicit and Explicit Memory Influences on Consumer JudgmentsMaria L. CronleyMiami UniversityFrank R. KardesUniversity of CincinnatiScott A. HawkinsUniversity of TorontoRepetition does not seem like a sound basis for determining truth, but researchers have consistently found that people rate repeated statements as more true than non-repeated statements. This effect is known as the illusory truth effect and appears to be quite persistent. Following on previous work in memory and judgment, additional moderators of attention, exclusion, and subliminal exposure are investigated in two experiments to assess their effects on repetition-induced beliefs of validity for product claims. Results provide new insights into the processes of incidental learning and implicit memory use by which consumers form judgments based on repetitive persuasive messages
