Audience-tuning effects on memory: the role of shared reality

After tuning to an audience, communicators' own memories for the topic often reflect the biased view expressed in their messages. Three studies examined explanations for this bias. Memories for a target person were biased when feedback signaled the audience's successful identification of the target but not after failed identification (Experiment 1). Whereas communicators tuning to an in-group audience exhibited the bias, communicators tuning to an out-group audience did not (Experiment 2). These differences did not depend on communicators' mood but were mediated by communicators' trust in their audience's judgment about other people (Experiments 2 and 3). Message and memory were more closely associated for high than for low trusters. Apparently, audience-tuning effects depend on the communicators' experience of a shared reality.