Abstract:The accessibility‐applicability model (AAM) provides a framework for considering the processes that underlie memory‐based effects of exposure to messages in the media. Founded on research in psychology, the model identifies the major paths by which exposure to messages influences audience members' long‐term memories and subsequent interpretations of, and reaction to, social stimuli. The AAM suggests that constructs in memory are activated via their accessibility and applicability to focal stimuli. Accessibilit… Show more
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