Attitude Accessibility as an Alternative Explanation for How Inoculation Confers Resistance

Pfau, Michael; Roskos‐Ewoldsen, David R.; Wood, Michelle L. M.; Yin, Suya; Cho, Jaeho; Lu, Kerr-Hsin; Shen, Lijiang

doi:10.1080/03637750302474

Cited by 31 publications

(63 citation statements)

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“…The process unleashed embodies the concept of counterarguing. Studies by Pfau and colleagues (Pfau et al, 1997(Pfau et al, , 2001(Pfau et al, , 2003(Pfau et al, , 2004, which operationalized both threat and counterarguing, confirmed that both elements play pivotal roles in the process of resistance.…”

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confidence: 62%

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Inoculation and Mental Processing: The Instrumental Role of Associative Networks in the Process of Resistance to Counterattitudinal Influence

Pfau

Ivanov

Houston

et al. 2005

Communication Monographs

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confidence: 62%

“…However, recent research (Pfau et al, 2003(Pfau et al, , 2004 also indicates that the mechanisms of threat and counterarguing provide only a partial explanation for the way inoculation confers resistance. In addition to these elements, inoculation works, in part, by rendering attitudes more accessible and enhancing attitude certainty.…”

mentioning

confidence: 95%

Inoculation and Mental Processing: The Instrumental Role of Associative Networks in the Process of Resistance to Counterattitudinal Influence

Pfau

Ivanov

Houston

et al. 2005

Communication Monographs

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“…Because the college climate is one of extensive social interactions, and research indicates that WOM travels via both strong and weak social ties (e.g.. Brown & Reingen, 1987), the possibility of word-of-mouth inoculation warrants exploration in the context of credit card targeting. Additionally, WOM research suggests that the content of WOM communications is highly accessible (Herr, Kardes, & Kim, 1991), and inoculation has been shown to enhance attitude accessibility (Pfau et al, 2003).…”

Section: Word-of-mouth Resistancementioning

confidence: 99%

“…Just as a biological inoculation injects a weakened version of a virus to enable that person to build resistance against fiature attack, an inoculation treatment presents a weakened version of a future attitude attack to motivate those treated to build attitude resistance through the process of counterarguing and refiitations. Inoculation works to confer resistance, as supported by laboratory experiments (e.g., Pfau et al, 2003) and has been successfiilly used in applied settings like political campaigns (e.g., Pfau, Park, Holbert, & Cho, 2001), public relations (e.g.. Wan & Pfau, 2004), and advertising (e.g., Burgoon, Pfau, & Birk, 1995). In addition, the theory is supported by research involving adolescent health preventative contexts, including smoking prevention (e.g., Szabo & Pfau, 2002) and drinking prevention (e.g., Godbold & Pfau, 2000).…”

Section: The Inoculation Process Of Resistance To Influencementioning

confidence: 99%

“…First, an inoculation message must induce threat, a warning of an impending potential attack on an existing attitude, and subsequent recognition of that attitude's vulnerability (Pfau, 1997). This realization of susceptibility prompts the individual to bolster the threatened attitude in preparation for the upcoming attack (Pfau et al, 2003). The second component is preemptive refiatation.…”

Section: The Inoculation Process Of Resistance To Influencementioning

confidence: 99%

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Use of inoculation to foster resistance to credit card marketing targeting college students

Compton¹,

Pfau²

2004

Journal of Applied Communication Research

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Student credit card debt is a growing problem. This study explores the effectiveness of the inoculation strategy to foster resistance to credit card marketing targeting college students. In order to explore further the medical analogy on which the inoculation strategy is based, this study was the first systematically to alter the argument strength of both the counterarguments and refutations in the inoculation pretreatment message to determine whether argument strengths impact effectiveness of inoculation treatments. In addition, this investigation explored whether inoculation spreads from person to person via social channels, similar to the marketing concept of viral marketing. Results indicated that conventional inoculation treatment messages successfully inoculated college students against credit card advertisements, manifested in attitude valence and behavioral intentions, and that matching argument strength is the most effective inoculation strategy.

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Community acceptance of recycled water: can we inoculate the public against scare campaigns?

Kemp

Randle

Hurlimann

et al. 2012

Journal of Public Affairs

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Without improved water resource management, it is predicted that water shortages will affect two-thirds of humanity by 2025. One solution that has traditionally faced fierce public resistance is recycled waste water. This study investigates the extent to which public communication strategies can influence community acceptance of recycled water, using the framework of Inoculation Theory. A four-phase experimental design was conducted. Participants completed an initial questionnaire and were then randomly assigned to a control group, a manipulation check group or a treatment group. A final follow-up survey measured changes in the dependent variable: stated likelihood of using recycled water for different uses. Results indicate that communication strategies based on Inoculation Theory are limited in their effectiveness for this product category. Findings do, however, identify a clear recency effect, indicating that continuous public communications are key to ensuring that community scare campaigns do not prevent implementation of water augmentation projects. This study differs from previous applications of Inoculation Theory because of the challenges associated with marketing a monopoly commodity, which is a necessity to support life. This empirical study uses fictional marketing stimuli to test the theory in a context, which is growing in global importance. AbstractWithout improved water resource management, it is predicted that water shortages will affect two-thirds of humanity by 2025. One solution that has traditionally faced fierce public resistance is recycled waste water. This study investigates the extent to which public communication strategies can influence community acceptance of recycled water, using the framework of Inoculation Theory. A four-phase experimental design was conducted. Participants completed an initial questionnaire and were then randomly assigned to a control group, a manipulation check group or a treatment group. A final follow-up survey measured changes in the dependent variable: stated likelihood of using recycled water for different uses. Results indicate that communication strategies based on Inoculation Theory are limited in their effectiveness for this product category. Findings do, however, identify a clear recency effect indicating that continuous public communications is key to ensuring that community scare campaigns do not prevent implementation of water augmentation projects. This study differs from previous applications of Inoculation Theory because of the challenges associated with marketing a monopoly commodity which is a necessity to support life. This empirical study uses fictional marketing stimuli to test the theory in a context which is growing in global importance.

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Attitude Accessibility as an Alternative Explanation for How Inoculation Confers Resistance

Cited by 31 publications

References 0 publications

Inoculation and Mental Processing: The Instrumental Role of Associative Networks in the Process of Resistance to Counterattitudinal Influence

Inoculation and Mental Processing: The Instrumental Role of Associative Networks in the Process of Resistance to Counterattitudinal Influence

Use of inoculation to foster resistance to credit card marketing targeting college students

Community acceptance of recycled water: can we inoculate the public against scare campaigns?

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