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A catchy idea repeated enough can snowball into accepted truth, an availability cascade
An availability cascade is a self-reinforcing process in which a belief gains credibility simply by being repeated in public. A simple, striking explanation spreads quickly, and each new person adopts it because others already have. Many people repeat it to appear up to date, even without fully believing it, and that social pressure can overwhelm careful thinking. Timur Kuran and Cass Sunstein developed the idea as an extension of information cascades, adding reputational pressure to the availability heuristic, which is our tendency to judge what is likely by what comes easily to mind. The concept has been especially influential in finance and in the regulation of risk.
Each person's adoption of an idea makes it look more plausible to the next person, creating a chain reaction. Reputation matters too: repeating the idea signals that you are informed and in step with others, which can override personal doubt.
The cascade explains how moods, scares and fashionable ideas can take over public debate without fresh evidence. It helps account for why some risks get huge attention while others are ignored. Recognising the pattern is a useful check on what feels obviously true because everyone is saying it.
From Wikipedia, the free encyclopedia · text CC BY-SA 4.0
Illustrative photo · CharlesArthurMiller at English Wikipedia, Public domain, via Wikimedia Commons
