Why first impressions outlast the truth: The Continued Influence Effect

We unpack the continued influence effect—why wrong ideas and early takes often outlast the truth—and how it can quietly shape your team’s decisions long after the facts are corrected.

Why do people still believe a story even after it’s been proven wrong?

If you’ve ever run an A/B test that “failed” only to see the wrong lesson stick around for months, you’ve felt the continued influence effect in action. It’s that pesky bias where the first version of a story, whether true or not, keeps shaping behavior long after it’s been corrected.

In this episode, I share a story from my own work where a redesign underperformed in testing. Even though we learned valuable lessons and built a better version, the dominant narrative became “the test failed.” From planning sessions to hallway chatter, that early interpretation continued to influence how we thought and acted.

We’ll dig into the research behind this bias, how it shows up in everyday team dynamics, and practical steps you can take to keep outdated or misleading narratives from derailing your work. Listen in and learn how to replace sticky misinformation with better, more accurate stories your team will actually remember.

Topics:

• 00:00 - The Test Failed: A Case Study

• 01:38 - The Continued Influence Effect Explained

• 02:04 - A Familiar Story of Misinterpretation

• 04:12 - The Psychology Behind the Continued Influence Effect

• 05:40 - Real-World Implications and Examples

• 07:53 - Strategies to Combat the Continued Influence Effect

To explore more about the Continued Influence Effect, don’t miss the full article @ cognitioncatalog.com