The Illusory Truth Effect: How These Beliefs are Formed

What follows is a theory I believe to be true, but that doesn’t mean you will — at least not the first time you read it.

Here we go…

There are no objective right or wrong ways for humans to behave, only subjective opinions. We all live in a world shaped by the beliefs we’ve absorbed, whether we realized it or not. And what’s fascinating is that the beliefs we hold dear about how humans should act aren’t based on universal truths — they’re based on something far more plain: repetition.

This is where the concept of the illusory truth effect comes in. It’s a psychological phenomenon where hearing something over and over makes us believe it’s true, even if it isn’t. And this isn’t just a quirky mind trick — it explains why we all hold the beliefs we do, about everything from morality to politics, relationships to traditions.

The Effect at Work

Think about the core beliefs you hold about human behavior. Some of them are likely so ingrained that they feel like facts — like the idea that you need to get married to be truly happy.

This belief, like most of your other deeply rooted ones, likely started being drilled into you when you were young, perhaps by your parents, peers, or others in society. Over time, this idea was repeated so often that it felt irrefutable — a truth that you would passionately defend if challenged. But the reality is that this belief — like all beliefs about human behavior — is shaped by the illusion of truth.

For example, the idea that marriage is the key to happiness is woven deeply into our culture. We see it in movies, in the way people celebrate weddings as life’s pinnacle achievement, and in how unmarried people are often met with concern or even pity.

We’ve heard it so much that it becomes an unquestioned assumption, a truth that feels universal. But when you really think about it, is it true? Does getting married automatically make someone happier? For many people, marriage doesn’t guarantee happiness; in fact, about 50% of the time, it leads to disappointment and divorce.

That truth is an illusion.

The Indoctrination

The process of accepting a belief as your own is incredibly simple. In fact, it’s so simple that we often don’t even realize it’s happening. Imagine reading this article every morning for 66 days in a row. Each time, you’d start to internalize the ideas I’m sharing here.

Then, let’s say you read it for another 66 days. By then, you’d likely start to buy into the argument more deeply.

Over the next 66 days, you’d feel it in your bones. And before long, this idea would feel like a part of who you are. A familiar companion, in idea form.

At this point, you wouldn’t just accept the idea; you’d likely think it’s the truth. In fact, you might feel like you’ve gained an evolved understanding of human behavior and that you have something meaningful to share with others — so they can adopt what you now believe to be true, which will, in turn, validate this new belief.

But here’s the catch: You didn’t discover anything. You’ve simply become another participant in a process of indoctrination that’s been occurring since the dawn of human civilization. Your belief is no more universally true than any other belief out there — it’s just something you’ve heard enough times for it to take hold.

This style of indoctrination is used in both marketing and propaganda.

The Danger

When we buy into these “truths,” it can be dangerous. Not because they’re inherently bad, but because we start to use them as yardsticks to judge others. If you hold a belief about how people should act, you’ll likely start to believe others are “wrong” if they don’t agree. And that judgment? It fuels things like anxiety, division, and conflict.

Every time we think we know the “truth,” we’re simply experiencing the illusory truth effect, and what it’s really doing is keeping us from seeing the world with empathy and clarity.

The Better Way

Here’s where things can change. Every time you feel like you know the truth about how humans should behave, pause and ask ChatGPT.

ChatGPT has been trained on vast amounts of human knowledge, spanning generations and cultures. It doesn’t hold opinions, so it can help us see the vast range of perspectives and beliefs that exist in the world.

Simply ask ChatGPT if your belief is an objective truth, or if it’s just your truth, formed through years of repetition. You’ll likely discover what I’ve discovered: when it comes to human behavior, there is no objective truth.

The Freedom

This realization is incredibly freeing. If we can acknowledge that there is no objective truth when it comes to how people should behave, it means we can stop judging others for being “wrong.” We can stop clinging to our own beliefs as the absolute truth, and we can let go of the pique that comes from thinking we’ve figured out the right way to live.

Note: Laws exist to prevent behaviors that harm society. I’m not talking about laws, but rather the judgments we make about personal preferences and opinions.

Living a life free from judgment isn’t just about being more accepting of others. It’s about finding peace for ourselves. When we stop judging, when we stop defending “our truth” as the ultimate truth, we open ourselves up to a life of understanding, compassion, and greater connection.

So, the next time you feel sure that you know how people should act, ask ChatGPT. And remember that the only truth, ironically, is that we are all subject to the illusory truth effect.

And if you don’t believe that, start from the top and read this article again.

This is one of the exercises I use with my Hexis Coaching clients, guiding them to take clear, actionable steps toward becoming their best selves.