Repetition of a stimulus increases likelihood of recall.
Classical associationism, and the mechanism behind the illusory truth effect and the mere exposure effect alike. Repetition buys familiarity, and familiarity is easily mistaken for truth or for liking.
In practice
- An advertising slogan heard weekly is recalled decades later, and was never attended to once.
- A safety announcement repeated on every flight is remembered by everyone and heard by nobody.