Accessibility refers to the ease with which an idea or concept can be retrieved from memory. Accessible constructs are those that are quickly retrieved from memory. Concepts that are accessible are important because a concept must be activated to be useful in guiding behavior or in influencing judgments. Concepts that an individual has thought about recently or thinks about frequently tend to be more easily retrieved than other concepts. In social psychology, accessibility has often been considered in relation to attitudes. That is, attitudes that come to mind quickly are accessible attitudes. Accessible attitudes are generally stronger, more resistant to persuasion, and more predictive of behavior than are less accessible attitudes.


The study of attitudes has been an important part of the research landscape in social ...

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