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Repetition reinforces the stickiness of an idea from "summary" of Made to Stick by Chip Heath,Dan Heath
The idea that repetition reinforces the stickiness of an idea is not just a random observation; it is grounded in the way our brains work. When we hear something multiple times, it becomes more familiar to us. And familiarity breeds liking. Psychologists call this the "mere exposure effect." The more we are exposed to something, the more we tend to like it. Repetition is like a mental Velcro that helps ideas stick in our minds. The more something is repeated, the more it becomes ingrained in our memory. It's as if our brains are saying, "This must be important because I keep hearing it over and over again." This is why advertisers repeat their messages so frequently. They know that repetition is key to making their messages memorable and persuasive. But repetition alone is not enough. The key is to repeat the core message or the most important parts of the idea. This is what psychologists call "active repetition." In other words, don't just repeat something for the sake of repetition. Repeat the most crucial parts of the idea to ensure that they stick in the minds of your audience. Repetition also helps to reinforce the credibility of an idea. When we hear something repeatedly from different sources, we are more likely to believe it. This is known as the "illusory truth effect." The more we hear something, the more we start to believe it is true, even if it may not be. This is why politicians and advertisers often repeat their messages across different platforms. They know that repetition from multiple sources makes their messages more credible and persuasive. In summary, repetition is a powerful tool for making ideas stick. It helps to make ideas more familiar, more likable, more memorable, and more credible. But remember, it's not just about mindlessly repeating something. It's about actively repeating the core message or the most important parts of the idea to ensure that they stick in the minds of your audience. So, if you want your ideas to be more persuasive and memorable, don't be afraid to repeat them.
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