Availability Cascade
A self-reinforcing cycle where an idea gains credibility simply because more people are repeating it. Popularity substitutes for evidence, and the belief snowballs through social networks.
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Origin
Described by legal scholar Cass Sunstein and economist Timur Kuran in a 1999 paper. They showed how a novel claim — especially one that simplifies a complex issue — can gain traction through repetition rather than evidence. As more people adopt the idea, social proof makes it feel more credible, which attracts still more adopters. The cycle is amplified by media coverage and political incentives.
Updated February 22, 2026