Blog #7: Why we Believe, Repeat and Stay Silent: Three Powerful Theories that Shape our World

Everyday we are encompassed by information from television, the news, websites, social media, etc. We typically think we make decisions based on known facts and logic but psychology and communication research suggests that our thoughts are swayed in way that we as people don't always notice. Confirmation Bias, the Illusory Truth Effect and the Spiral of Silence, can all help explain as to why our thoughts and opinions are affected by outside forces rather than just facts. Together these concepts shows how opinions are truly formed and why misinformation is easily spread while also explaining why some people choose not to exploit their opinions despite their differing opinions than majority. 

Confirmation Bias is our tendency to search for, interpret and remember information that confirms preexisting beliefs while ignoring disputing evidence.  Recent research suggests that this bias is not solely limited to how people understand information but also influences the information they actively choose to learn about Kaanders et al. (2022) found that people inherently spend more time looking for information that supports preexisting beliefs, especially when a person is extremely confident in their decision or opinion. This natural likelihood makes people more likely to stand by their original beliefs, even when contradictory evidence is presented. While confirmation bias can clarify decision making, it can also strengthen stereotypes, political polarization and the spread of misinformation. In todays environment, confirmation bias can influence the news sources people follow, the social media posts people interact with and the recommended content as well. As people continue to absorb information that aligns with their beliefs, they become less likely to come across information that differs, which then leads to misinformation, political polarization and misunderstands to happen more often. Recognizing confirmation bias is so important because understanding and evaluating information from a variety of sources helps people become more informed and educated on important topics. (Kaanders et al., 2022) 

Another very powerful theory is the illusory truth effect, which is a psychological phenomenon where people are more likely to believe a statement is true just because it has been repeated to them over and over again. Hassan and Barber (2021) explains that people will believe a statement just because they have encountered the same statement multiple times even if there is little to no evidence that actually supports the statement. Their research found that repeated exposure increases the perceived truthfulness of information, with the largest increase occuring after the second exposure to the information provided. This
happens because repeated information becomes easier for the brain to process, causing familiarity to be mistaken for accuracy (Hassan & Barber, 2021). Today, we still this every where on social media, where headlines, viral videos and trending post are shared over and over again across different platforms. For example, for years that was a claim that Area 51 was secretly housing or studying aliens, when in reality it is military base used for the development and testing of experimental aircraft, advanced stealth technology and top secret defense systems ... NOT aliens. Because this theory being repeated for decades in TV shows, online forums, videos and social media posts people began to assume that Area 51 was something entirely different. While repetition can be helpful when it comes to promoting public safety or educational messages, it can also lead to the spread of misinformation, conspiracy theories and fake news. In todays society of modernized technology, information spreads like wildfire, understanding the illusory truth effect is important for evaluating information with a closer eye and avoiding the spread of false news (Hassan & Barber, 2021). 

The spiral of silence explains why people tend to choose not to express their own opinions when they think their opinions do not align with the vast majority. According to the theory, people have a natural fear of social isolation, which causes them to pay attention to the opinions and reactions to the people around them. When people think their views are unpopular they may avoid speaking up in order to avoid
criticism, rejection or disapproval. On the other hand, those who think their beliefs are popular will often express them openly and confidently. As more people choose to stay silent, the dominant or popular opinion appears a lot more, creating a cycle in which one viewpoint becomes louder while differing perspectives becomes more silent. This process can sway how public opinion is formed, even if the popular view is not actually supported by the majority (Petersen, 2026). 

These three theories influence many different groups of people in different ways. My generation, Gen Z has grown up with social media and instant access to information, making us very vulnerable to confirmation bias and the illusory effect. Social media platforms like TikTok and Instagram uses algorithms that recommend content that is similar to what we have viewed or interacted with, which reinforces our existing opinions and exposing us to repeated information that might actually be incorrect. Older generation can still experience these effect but through a different source of media for example TV, online news or facebook. Other groups like minority groups or people with unpopular views may be affect by the spiral of silence because they might fear rejection or confrontation about their opinions. Regardless of age, gender or background these psychological phenomenons have the potential to influence everyone equally. 

Sources 

Humans actively sample evidence to support prior beliefs - PMC. (n.d.). https://pmc.ncbi.nlm.nih.gov/articles/PMC9038198/ 

Spiral of silence | social psychology, Communication & Group Dynamics | Britannica. (n.d.-b). https://www.britannica.com/topic/spiral-of-silence 

‌The effects of repetition frequency on the illusory truth effect - PMC. (n.d.-b). https://pmc.ncbi.nlm.nih.gov/articles/PMC8116821/