Inoculation theory and resistance to persuasion in marketing

Lessne, Greg J.; Didow, Nicholas M.

doi:10.1002/mar.4220040208

Cited by 13 publications

(14 citation statements)

References 12 publications

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“…Advocates for a particular point of view are more effective when they present potential counterarguments and then subsequently rebut them. Providing audiences with ready-made rebuttals to anticipated counterarguments lessens the effect of these counterarguments when encountered in real-life settings (Lessne and Didow, 1987). Some research suggests that inoculation practices increase the persuasiveness of messages, most notably in areas of public health (e.g.…”

Section: Discussionmentioning

confidence: 99%

Opposing ends of the spectrum: Exploring trust in scientific and religious authorities

Cacciatore

Browning²,

Scheufele³

et al. 2016

Public Underst Sci

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Given the ethical questions that surround emerging science, this study is interested in studying public trust in scientific and religious authorities for information about the risks and benefits of science. Using data from a nationally representative survey of American adults, we employ regression analysis to better understand the relationships between several variables-including values, knowledge, and media attention-and trust in religious organizations and scientific institutions. We found that Evangelical Christians are generally more trusting of religious authority figures to tell the truth about the risks and benefits of science and technology, and only slightly less likely than non-Evangelicals to trust scientific authorities for the same information. We also found that many Evangelicals use mediated information and science knowledge differently than non-Evangelicals, with both increased knowledge and attention to scientific media having positive impacts on trust in scientific authorities among the latter, but not the former group.

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Section: Discussionmentioning

confidence: 99%

Opposing ends of the spectrum: Exploring trust in scientific and religious authorities

Cacciatore

Browning²,

Scheufele³

et al. 2016

Public Underst Sci

View full text Add to dashboard Cite

show abstract

“…Yet, some scholars have found results inconsistent with the theory (e.g. Adams & Beatty, 1977;Benoit, 1991;Burgoon & Chase, 1973;Burgoon & King, 1974;Compton & Pfau, 2004;Crane, 1962;Farkas & Anderson, 1976;Lessne, 1983;Pashupati et al, 2002;Pryor & Steinfatt, 1978;Sawyer, 1973). In these experiments, inoculation treatments have been shown to be ineffective at conferring resistance.…”

Section: The Effects Of Inoculation On Attitudesmentioning

confidence: 99%

“…Several scholars have rejected inoculation as a cause of resistance (e.g. Cronen & LaFleur, 1977;Tannenbaum, 1966;Tannenbaum, Macaulay, & Norris, 1966;Tannenbaum & Norris, 1965), others have found inoculation to only work under specific circumstances (e.g., Compton & Pfau, 2004;Crane, 1962;Pryor & Steinfatt, 1978;Sawyer, 1973), and others reported instances where an inoculation induction was no more effective (or even less effective) than a supportive message induction or a no-message control in promoting resistance (e.g., Adams & Beatty, 1977;Benoit, 1991;Burgoon & Chase, 1973;Burgoon & King, 1974;Farkas & Anderson, 1976;Lessne, 1983;Pashupati, Arpan, & Nikolaev, 2002). Meta-analysis makes it possible to clarify the inconsistent findings in the body of research on inoculation theory.…”

mentioning

confidence: 99%

A Meta-Analysis of Research on Inoculation Theory

Banas¹,

Rains²

2010

Communication Monographs

324

278

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A meta-analysis of 54 cases testing the effectiveness of inoculation theory at conferring resistance and examining the mechanisms of the theory was conducted. The analyses revealed inoculation messages to be superior to both supportive messages and notreatment controls at conferring resistance. Additionally, the results revealed refutational same and refutational different preemptions to be equally effective at reducing attitude change. However, the data were not consistent with some predictions made in narrative reviews of inoculation. No significant increase in resistance as a function of threat or involvement was found. Further, instead of a curvilinear effect for delay on resistance, the point estimates from our meta-analysis revealed equivalent resistance between immediate and moderate delays between inoculation and attack, with a decay in resistance after two weeks.

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“…A third model presented by Crowley and Hoyer (1994) is based on inoculation theory (Lessne & Didow, 1987;McGuire, 1964). Inoculation theory uses a physiological analogy and states that using mild attacking arguments and then countering or refuting them strengthens cognitions, reduces counterarguments, and consequently enhances attitudes.…”

Section: Introductionmentioning

confidence: 99%

Understanding two‐sided persuasion: An empirical assessment of theoretical approaches

Eisend

2007

Psychology and Marketing

112

115

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This study tries to evaluate empirically the validity and generality of causal models based on alternative theories and the integrative framework provided by Crowley and Hoyer (1994) to explain the underlying persuasive mechanisms of two-sided messages in marketing. In addition to an empirical test of the models, the study theoretically discusses and empirically explores suggestions for model modifications. Applying meta-analytic-based causal estimation, the results show that the parsimonious model based on attribution theory provides high generality and affirms the prevalent use of the theory in previous studies. All other models could be meaningfully improved by integrating alternative processes of less-effortful message elaboration as suggested by dual-process theories. The results suggest that the impact of argument quality in two-sided messages is in line with previous models assuming effortful message elaboration, while less-effortful elaboration processes seem to rely on the number of arguments used in two-sided messages.

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Inoculation theory and resistance to persuasion in marketing

Cited by 13 publications

References 12 publications

Opposing ends of the spectrum: Exploring trust in scientific and religious authorities

Opposing ends of the spectrum: Exploring trust in scientific and religious authorities

A Meta-Analysis of Research on Inoculation Theory

Understanding two‐sided persuasion: An empirical assessment of theoretical approaches

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