The Application of Attitude Immunization Techniques in Marketing

Bither, Stewart W.; Dolich, Ira J.; Nell, Elaine B.

doi:10.1177/002224377100800107

Cited by 38 publications

(12 citation statements)

References 3 publications

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“…Attitudes are measured on a 20-point scale, arguably too detailed for this purpose and leading to possible respondent confusion and inconsistency. The results of Bither et al (1971) indicate that inoculation messages are significant in producing increased belief levels. However, because inoculation is not compared with the alternative restoration approach, this study does not provide evidence for the superiority of inoculation.…”

Section: Theoretical Foundation: Inoculation Theorymentioning

confidence: 92%

“…A study that extends the work of McGuire (McGuire, ) was undertaken by Bither et al . (). Their paper is widely recognized as the first to apply Inoculation Theory to the field of marketing communications.…”

Section: Literature Reviewmentioning

confidence: 97%

“…The results of Bither et al . () indicate that inoculation messages are significant in producing increased belief levels. However, because inoculation is not compared with the alternative restoration approach, this study does not provide evidence for the superiority of inoculation.…”

Section: Literature Reviewmentioning

confidence: 99%

“…() hypothesize that consumers exposed to an inoculation message will demonstrate more resistance to attitudinal attack than those who are not inoculated. The communication issue tested in this case is that ‘there should be little or no censorship of movies’ (Bither et al ., , p. 57). The authors also examine the effects of source credibility on inoculation effect.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Their paper is widely recognized as the first to apply Inoculation Theory to the field of marketing communications. With the theories of McGuire (McGuire, 1961) as a base, Bither et al (1971) hypothesize that consumers exposed to an inoculation message will demonstrate more resistance to attitudinal attack than those who are not inoculated. The communication issue tested in this case is that 'there should be little or no censorship of movies' (Bither et al, 1971, p. 57).…”

Section: Theoretical Foundation: Inoculation Theorymentioning

confidence: 99%

See 4 more Smart Citations

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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Section: Theoretical Foundation: Inoculation Theorymentioning

confidence: 92%

Section: Literature Reviewmentioning

confidence: 97%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Theoretical Foundation: Inoculation Theorymentioning

confidence: 99%

See 3 more Smart Citations

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

Kemp

Randle

Hurlimann

et al. 2012

Journal of Public Affairs

View full text Add to dashboard Cite

show abstract

Inoculation Theory as a Strategic Tool

Ivanov¹,

Parker²,

Dillingham³

2020

The Handbook of Applied Communication Research

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Stereotype Processing's Effect on the Impact of the Myth/Fact Message Format and the Role of Personal Relevance

Yeh

Jewell

2012

Psychology and Marketing

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This research examines the effectiveness of the myth/fact message format (MFMF)-a message format that first presents a common misperception as a myth then counters it with a correcting fact-within the health-care and social marketing context of mental illness (MI). Stereotype processing theory predicts that the use of a negative aspect of the stereotype in a MFMF may further instantiate the negative belief, thereby reducing the effectiveness of the message. Conversely, using a message format that conveys only facts (i.e., new positive beliefs) without inclusion of the myth will lead to more positive attitudes. However, this effect will only be seen among people with personal relevance with MI as only they are sufficiently motivated to suppress the automatically activated stereotype and elaborate on the message. A study demonstrates that advertising utilizing a fact-only format leads to more positive attitudes than the MFMF among people with personal relevance while people without personal relevance to MI demonstrate no differences in attitude between myth/fact and fact-only message formats. Personal relevance had the opposite moderating effect on perceived learning. These findings suggest that the MFMF's impact on attitudes, the typical focal point of social marketing campaigns targeting misconceptions about stereotyped groups, may be ineffective. Thus, using a fact-only format that conveys new positive beliefs in a social marketing message is recommended within the specific context of MI and may be warranted in other health-care and social issues. C 2012 Wiley Periodicals, Inc.

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The Application of Attitude Immunization Techniques in Marketing

Cited by 38 publications

References 3 publications

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

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

Inoculation Theory as a Strategic Tool

Stereotype Processing's Effect on the Impact of the Myth/Fact Message Format and the Role of Personal Relevance

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