Availability Cascade
A belief becomes plausible because it is repeated, and gets repeated because it is plausible; media, social feeds and sales narratives run the loop until a claim feels like common knowledge.
An everyday example
'Everyone knows' a competitor is failing, traceable to one article amplified a thousand times.
What it can cost you
Treating repetition as evidence; being on the wrong end of a cascade about your own product.
Warning signs
- I believe it because I keep hearing it.
- I cannot find the original.
One thing to do
Trace the claim to its original source and count the independent sources; ten repetitions of one source are one source.
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