Saying is Believing Effect

Based on psychologist E. Tory Higgins and colleagues' research on audience tuning and shared reality, with the classic study published under the title "Saying is Believing". When people tailor messages to suit an audience's attitude (audience tuning), they develop memory biases favoring that attitude. The effect demonstrates how communicating a socially tuned message transforms the communicator's own subsequent memories and impressions about the topic, establishing a shared reality with the audience.