A Meta-Analytical Review of the Saying-is-Believing Phenomenon: The Role of Social Identity and Communication Topics

The saying-is-believing (SIB) effect suggests that communicators’ messages align with the audience's attitude, leading to memory bias in subsequent recall. This meta-analysis examines how variations in the audience's social identity and communication topics influence the strength and occurrence of the SIB effect. The meta-analysis included 27 studies from 13 articles (1990–2021), yielding 55 effect sizes for message tuning and 59 for memory bias (Cohen's d). The random-effects meta-analysis and subgroup comparisons revealed a robust effect of audience attitude on message tuning. However, its impact on memory bias diminished when communicators interacted with an outgroup audience or discussed topics that threatened social identity. Heterogeneity ranged from low to very high (I² = 21.23%–88.47%). Despite indications of publication bias, the findings remained robust. This study clarifies how social factors in communication contribute to the creation of a shared reality.