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Many questions about memory legitimately invite investigation of not only factors that describe people but also variables describing messages as well as potential interactions between those two levels. This article introduces an example of how multilevel modeling techniques can be applied to avoid basic pitfalls and to predict memory for electronic media content. Using data from a sample of U.S. adolescents and data regarding the content and prevalence of nationally available health campaign advertisements, this study illustrates main effects and cross-level interactions relevant to an array of communication scholars and professionals.<\/jats:p>","DOI":"10.1177\/0093650204271401","type":"journal-article","created":{"date-parts":[[2004,12,15]],"date-time":"2004-12-15T12:38:45Z","timestamp":1103114325000},"page":"112-140","source":"Crossref","is-referenced-by-count":96,"title":["Between Messages and People"],"prefix":"10.1177","volume":"32","author":[{"given":"Brian G.","family":"Southwell","sequence":"first","affiliation":[{"name":"University of Minnesota\u2019s School of Journalism and Mass Communication"}]}],"member":"179","published-online":{"date-parts":[[2005,2,1]]},"reference":[{"key":"atypb1","volume-title":"The architecture of cognition","author":"Anderson, J. 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