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How Warnings about False Claims Become Recommendations
Abstract
Telling people that a consumer claim is false can make them misremember it as true. In two experiments, older adults were especially susceptible to this “illusion of truth ” effect. Repeatedly identifying a claim as false helped older adults remem-ber it as false in the short term but paradoxically made them more likely to re-member it as true after a 3 day delay. This unintended effect of repetition comes from increased familiarity with the claim itself but decreased recollection of the claim’s original context. Findings provide insight into susceptibility over time to memory distortions and exploitation via repetition of claims in media and advertising. In everyday life, people are bombarded with consumerinformation, from a wide variety of sources that differ in credibility (such as news reports, advertisements, Web sites, and so on) and in diverse consumption domains (from packaged goods to medical care). A crucial task for people is to determine whether the information they see is true or false. And because people often act on consumer infor-
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“Similarly, in a study by Skurnik et al. [28] participants who read either true or false health-related statements could not distinguish fact from fiction after a 3-day delay.”
From Misinformation lingers in memory: Failure of three pro-vaccination strategies (2017) · cites this paper as [28]
In the citing paper
“Even worse, the more they were warned that a statement was false, the more they accepted it as true.”
From Misinformation lingers in memory: Failure of three pro-vaccination strategies (2017) · cites this paper as [28]
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Metadata
- Authors
- Skurnik, I., Yoon, C., Park, D. C., & Schwarz, N.
- Affiliations
- University of Toronto (CA)
- University of Michigan (US)
- University of Illinois Urbana-Champaign (US)
- University of Southern California (US)
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2005-03
- Volume
- 31
- Issue
- 4
- Pages
- 713-724
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2116615923
- Cited by
- 446
- References
- 25
- Citations by year
- 2026: 13 · 2025: 24 · 2024: 19 · 2023: 33 · 2022: 27 · 2021: 46 · 2020: 30 · 2019: 49 · 2018: 17 · 2017: 23 · 2016: 21 · 2015: 21 · 2014: 22 · 2013: 21 · 2012: 14
- FWCI
- 4.60
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Research (publishedVersion)
- Topics
- Life Sciences › Neuroscience › Cognitive Neuroscience › Memory Processes and Influences
- Social Sciences › Sociology and Political Science › Misinformation and Its Impacts
- Social Sciences › Psychology › Social Psychology › Deception detection and forensic psychology
- Keywords
- false claims, consumer misinformation, older adults, memory distortion, familiarity, recollection, consumer information, advertising, credibility
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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