AKA The Baader-Meinhof Phenomenon
Learn a new word, then suddenly see it everywhere. Buy a red car, then notice red cars on every street.
Nothing changed in the world—only in your attention.
First, read this paragraph. Count how many times you see the word "PETRICHOR".
How many times did you see "PETRICHOR"?
Now let's really learn this word:
From Greek: petra (stone) + ichor (the fluid flowing in the veins of the gods)
Now, read the SAME paragraph again. Notice anything different?
Your brain decides something is important and starts prioritizing it. It was always there—you just weren't tuned in.
Each time you notice it, you think "See! It's everywhere!" The hits feel significant, the misses are invisible.
Your brain is a pattern-matching machine. Once primed, it finds matches with remarkable efficiency.
Decide to buy a Honda CR-V. Suddenly see them on every street!
Get pregnant or try to. Suddenly pregnant people everywhere!
Learn "ephemeral" in a book. See it in every article that week.
Hear a song for "the first time." It's suddenly on every playlist.
Learn about a condition. Everyone seems to have it!
Notice a fashion trend. Suddenly everyone's wearing it!
In 1994, Terry Mullen wrote to the St. Paul Pioneer Press about a strange experience. After hearing about the German militant group "Baader-Meinhof" for the first time, he suddenly noticed their name everywhere. Other readers shared similar experiences, and the name stuck!
Related but Different: The Recency Illusion is thinking something is new when it's been around forever.
The Frequency Illusion is noticing it more—without assuming it's new.