Abstract: In interpersonal communication, Communicators often tune their description of the target person to suit their audience’s attitude, and then their subsequent memory and evaluation of the target is biased in the direction of the audience’s attitude, which is called “saying-is-believing” effect. There are many influential factors, including communication goals, feedback, the relationship of communicator and audience, epistemic needs, the personality of communicator and so on. Researchers explain this effect with the basic information process, cognitive dissonance theory, and shared reality theory. Future research could be extended to the group research and improve the theory and carry out more applied research.

Key words: audience-tuning, shared reality, memory bias, communication