continued influence effect - a cognitive phenomenon where misinformation persists in people’s minds and continues to influence their beliefs or behaviors, even after they recognize it has been debunked.

This effect leverages the persistence of initial impressions and underscores the challenges of correcting misinformation in a way that fully replaces the original falsehood. For example, a person might continue to believe a debunked claim about voting machines ‘flipping’ votes, even after subsequent lawsuits revealed that those promoting the claim knew there was no evidence to support it. Many might continue to believe it because the original misinformation felt intuitive or aligned with their preexisting worldview.

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Why It Works

The continued influence effect works because once misinformation is internalized, it fills a cognitive gap and becomes part of a person’s understanding of an event or issue, making it difficult for accurate information to fully displace it. Even when accurate information is provided, the brain often struggles to integrate it effectively because the initial claim feels more familiar or intuitive. Emotional resonance and confirmation bias further reinforce the effect, as people are more likely to remember and rely on information that aligns with their beliefs or existing worldview.

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How It's Used

The continued influence effect is frequently exploited in marketing and political communication to shape perceptions. For instance, a political campaign might intentionally spread a misleading claim about an opponent, knowing that even if it’s later debunked, it will likely leave a lasting impression on the audience. Sensational or emotionally engaging false information is particularly prone to lingering, since it creates stronger mental impressions. Similarly, marketers may exaggerate product benefits, understanding that later retractions or corrections will not fully erase the initial impression.

This effect is particularly potent on social media, where misinformation spreads rapidly and embeds false narratives into public consciousness before accurate information has time to counteract it.

Interviews related to continued influence effect