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](https://images.prismic.io/sketchplanations/c611d428-9e4f-476b-9146-f7477e3119aa_143177835521.jpg?auto=compress%2Cformat&fit=max&w=3840&q=50)
The reason, generally, is simply that all those times previously, we weren’t tuned in to notice what’s top of mind now. The frequency likely hasn’t changed a bit, but our noticing of it has.
Also known as the Baader-Meinhof Phenomenon.
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