Bite-size: Another hallmark of Trump’s communication style is repetition. He repeatedly asserts a claim or idea to build familiarity and reinforce belief. He does this to either, (A) create a sense of consensus and normalize his position, or (B) exploit the tendency for people to believe something is true because they’ve heard it multiple times.
Full-size:
By repeatedly asserting a claim or idea (e.g., “Make America Great Again,” for example), President Trump reinforces this idea through “Repetition for Social Proof”. Repeated use and exposure to his position creates a sense of acceptance and accord, a tactic often seen in marketing to convince consumers of a brand or product’s popularity or reliability.
This also exploits the tendency for people to believe something is true simply because they’ve heard it multiple times. This is called the “Illusory Truth Effect.” By repeatedly stating false or exaggerated claims (even if the claim is debunked), the constant repetition leaves an impression and can subtly, unnoticeably alter perceptions, creating doubt about opposing views.
Brands use this effectively (and ethically) by:
Repeatedly reinforcing how many people are actively engaged (e.g., fitness apps and their users) to make people feel like they’re missing out on some global movement. Or…
Brands lean on familiar associations (e.g., beauty brands using influencers) to repeat subtle phrases of “effectiveness” and create a perception of legitimacy.
Over time, customers hear and see these numbers or phrases often enough to perceive the brand as credible and superior, even without hard proof.