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

The frequency illusion explained in a sketch with an expecting couple suddenly seeing babies everywhere

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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.

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

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