reassure

Reassure is a verb meaning to restore confidence or alleviate anxiety in someone by offering assurance, comfort, or evidence. It is commonly used in personal conversations, counseling, medicine, and customer service, where the goal is to reduce uncertainty without dismissing the other person’s feelings.

Etymology: The English verb reassure comes from the French rassurer, itself from assurer, to assure. The prefix re- signals renewal of the sense of certainty. The term entered English in the early modern period and has since become a staple of everyday speech.

Usage: Reassure is typically transitive, used with a direct object who is being calmed and with a clause or phrase explaining the basis for reassurance. Examples include, She reassured her friend that the exam would be fine, and The company reassured customers about product safety.

Effect and limitations: Reassurance can reduce anxiety when the information is credible and relevant, but overusing it or offering it in a dismissive tone can backfire. It may also shift attention away from addressing underlying concerns or needs.

In broader use, reassuring language figures in public communications, healthcare, and crisis response, where tone, timing, and evidence influence effectiveness. Nonverbal cues such as steady eye contact and calm posture also contribute to reassurance. See also comfort, encourage, consolation.