It's a hypnosis technique to repeat the same thing over and over again and in general not only does it induce a state of hypnosis, after someone hears something three times, but they also accept it as being true. Make all of your repeat mantras positive ones and when you hear bullshit, immediately say Cancel! Delete! silently in your head so your subconscious dismisses it. Very important for you conscious to stop it at the front door.