Why disinformation sticks 4/4

Familiarity and source confusion

The more often we hear something, the more likely we are to believe it—even if it’s false. This is known as the familiarity effect. Repetition builds familiarity, and our brains tend to confuse what’s familiar with what’s true. Even if a correction is later provided, people may still remember the false claim more clearly, or forget where they heard the accurate version.

In the context of climate change disinformation, this explains why myths like “climate change is natural” or “climate scientists disagree” persist. They are repeated often, feel familiar, and fit with certain beliefs—making them harder to dislodge, even in the face of clear scientific evidence.