The Power of Repetition

“I heard you the first time,” I might have said to family members who repeated instructions to me. Repetition can be both helpful and off-putting. Because the Torah is filled with repetition, especially in this week’s reading Vayakhel, I wondered about the value of repeating words, phrases, and instructions. Ultimately, repetition is a powerful tool—one that can be used for good or for ill.

Repetition helps us to remember. Beyond its utility, repeated information is often perceived as more truthful than new information. This finding is known as the illusory truth effect, and it occurs because repetition increases processing fluency. People learn to use processing fluency as a marker for truthfulness.

In the Jewish tradition, repetition serves a deeply ethical and spiritual purpose. The Torah reiterates commandments, moral lessons, and historical narratives to reinforce values and encourage righteous behavior. For example, the Ten Commandments appear twice—once in Exodus and again in Deuteronomy—underscoring their importance. In parshat Vayakhel, the weekly reading repeats the story of gathering gifts for building the mishkan and the construction plans. Repetition offers guidance toward the proper completion of holy tasks.  We repeat prayers and rituals, such as the Shema, reminding the faithful of their covenant with God. This use of repetition is meant not to manipulate, but to guide individuals toward a life of integrity, kindness, and devotion.

In contrast, modern politicians use repetition as a tool for influence, often prioritizing persuasion over truth. They employ slogans, talking points, and carefully crafted phrases to shape public opinion. While repetition is effective in gaining followers, truthfulness is often a casualty. Repeating simple words and phrases can convince us that they are true, even if they aren’t. When we hear something multiple times, we are inclined to accept it because we assume that others believe it as well. Moreover, familiar ideas feel more credible simply because they are easier to process.

However, repetition can backfire. When overused, it can make a message seem suspect, especially if listeners begin to recognize its manipulative intent. Studies also show that repetition is most effective when the audience is not paying close attention. This means that careful, critical thinkers are less likely to be swayed by weak arguments, no matter how many times they hear them.

In the Torah, repetition is a means of reinforcing ethical principles. Torah encourages deep reflection and moral action. In modern politics, however, repetition is a strategy to control narratives and shape public perception, sometimes at the expense of truth. Understanding how repetition functions in different contexts allows us to distinguish between guidance and manipulation. The challenge, then, is to engage actively with what we hear, to think critically, and to ensure that repetition serves to enlighten rather than deceive.

Rabbi Evan J. Krame