 In short, both theories point to ease of accessibility of information in one's mind but priming is something that can occur over a period of time after exposure to a given media segment.Priming isn't always unintentional, as Jacobs and Shapiro demonstrate in a quantitative and historical analysis of John F. Kennedy’s 1960 presidential campaign.Their research extends the application of priming theory from its original focus of how individuals form attitudes and make decisions to the study of candidate behavior.