The frequency illusion: we notice what’s top of mind

The frequency illusion is the phenomenon where, when we become aware of something, we are more likely to notice it, and it appears to be more frequent.

The reason may simply be that previously, we weren’t tuned in to notice what was always there. The frequency likely hasn’t changed at all, but our awareness of it has.

Examples of the Frequency Illusion

• When you are expecting, you may notice others who are expecting a child or have small kids.
• If you buy an electric car, you may suddenly be very aware of the number of charging stations.
• When you get glasses, you may suddenly notice all the opticians.
• When you have children, you may notice more schools.

The Baader-Meinhof Phenomenon

The frequency illusion is also known as the Baader-Meinhof Phenomenon .

The Baader-Meinhof gang, also known as the Red Army Faction, was an urban guerrilla group in Germany during the 1960s and 1970s.

The name Baader-Meinhof Phenomenon was suggested in 1994 after a commentator on a bulletin board saw two references to the group in quick succession. No, it's not related to scientists or psychologists, just a surprising and memorable example of the phenomenon in action.

Related Ideas to the Frequency Illusion

The frequency illusion can lead to an availability bias where we overestimate the prevalence of what we notice more easily.

• The Availability Heuristic
• Unknown unknowns
• Survivorship bias
• The moon illusion
• Cognitive bias, heuristic, logical fallacy
• The Beard Cycle
• The Lucretius Problem
• The Firehouse Effect
• Black swan events