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POPSRepetition Makes False Beliefs Permanent Politicians and other unscrupulous types have long exploited what psychological studies are now confirming: due to the neurophysiology of the learning process, simple repetitive association between two concepts is enough to make false propositions "feel" true and well-supported. Worse, after enough exposure to such associations, subsequent denials can strengthen the perception of the falsehood instead of weakening it. (This is a major reason why the stigma of a false accusation can persist even after innocence is proven.) Indeed, repetition seems to be a key culprit. Things that are repeated often become more accessible in memory, and one of the brain's subconscious rules of thumb is that easily recalled things are true.
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