People are more likely to accept and share messages that fit the way they make sense of themselves and their world. Messages that fit are more likely to stick and are less likely to be counterargued. One way to create this “fit” is to trigger the question “how might this be true” rather than the question “is this true” or to frame persuasion attempts in culturally fluent terms and yoke a call to action to the social categories people experience as ‘true’ and ‘natural.’  When taking into account an other’s perspective (whether by priming a collectivistic mindset or a third-person perspective) people are more likely to accept statements lacking probative (truth) value as true. Once identity-based processing is triggered, social identities shape which facts matter, how much information is enough, how carefully information is scrutinized, and how much people accept, believe, and share rather than reject, disbelieve, and counterargue messages.