Repetition Can Make Even Highly Implausible Statements Seem True

The study found that repeating implausible statements affected how truthful participants thought the statements were.

All ratings of truthfulness were in the negative range. But implausible statements that had been shown repeatedly were overall perceived to be less false than newly presented statements. Less extreme implausible statements were most affected by the TBR effect.

The alcohol industry is known to use misinformation to cause confusion about the actual harm caused by their products. The TBR effect could explain the pervasive myths and misinformation about alcohol existing in societies to this day.