The Application of Attitude Immunization Techniques in Marketing

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

doi:10.2307/3149726

Cited by 19 publications

(10 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Previous research has positioned inoculation as a viable preemptive strategy, with capabilities of protecting consumer attitudes in the marketplace from competitor attacks, thus confirming Bither, Dolich, and Nell's (1971) conclusion that inoculation should protect against competitor's attacks. Inoculation's refutational messages are better able to protect attitudes than supportive strategies, restoration strategies, or no strategy at all (Ivanov et al, 2009).…”

Section: Discussionsupporting

confidence: 69%

Can Inoculation Withstand Multiple Attacks?

Ivanov

Pfau

Parker

2009

Communication Research

View full text Add to dashboard Cite

This investigation introduced multiple competitive attacks in order to assess the effectiveness of inoculation treatments in protecting established attitudes in a natural setting. A four-phase experiment was conducted involving 433 participants. The results revealed that the effectiveness of refutational inoculation messages dissipated some in the face of an additional attack. Still, refutational inoculation messages proved to be more effective than supportive, restoration, and control (no message) conditions in protecting established attitudes in the face of multiple attacks. The content of an additional attack (the same as the first attack or different) did not affect the capacity of inoculation refutational messages to confer resistance to competitive attacks.

show abstract

Section: Discussionsupporting

confidence: 69%

Can Inoculation Withstand Multiple Attacks?

Ivanov

Pfau

Parker

2009

Communication Research

View full text Add to dashboard Cite

show abstract

“…For brand non-users, Sawyer (28) found repetition of refutational appeals over a short period of time more effective than repetition of supportive appeals. Other advertising research has shown that refutational messages can "inoculate" and produce greater resistance to attack than supportive appeals (4,33). In addition, Golden and Alpert (11) supported communication research results that persons of "higher" educational levels were more positively influenced by two-sided messages than one-sided messages.…”

Section: Introductionmentioning

confidence: 84%

Comparative Analysis of the Relative Effectiveness of One- and Two- Sided Communication for Contrasting Products

Golden

Alpert²

1987

Journal of Advertising

View full text Add to dashboard Cite

We I1'8tefuUy acknowledge the support of the Department of Transportation Program of University Research, Contract DOT·OS·30093 and the computational auistance of Mary Zimmer, currently an Aaaistant ProfellOr at the University of Geol'lia. Both authors contributed equaDy. Previous Research on OneVersus Two-Sided ArgumentsEarly research into one-versus two-sided communications was conducted during World War II (16). There was no main effect on direct attitude change, but there were interactions with initial favorability: One-sided communication was more effective for those initially in favor of the conclusion, while two-sided communication was more effective for those initially opposed to the conclusion. In addition, two-sided messages were more effective for high school graduates and one-sided messages were more effective for subjects having less than a high school education. higher advertising evaluation.. generalizations acrose products should be made with caution.

show abstract

“…Past research findings on the potential of inoculation in commercial advertising are equivocal. Studies, claiming application to the commercial realm, but dealing with social issues, offered modest support for inoculation (Bither, Dolich, & Nell, 1971;Szybillo & Heslin, 1973), whereas studies examining the potential of inoculation against FTC attacks were mixed (Gardner, Mitchell, & Staelin, 1977;Hunt, 1973). Finally, a consensus of past research has confirmed the superiority of a two-sided refutational approach in persuasion (Allen, et al, 1990;Jackson & Allen, 1987) and in commercial advertising (Kamins & Asseal, 1987;Mazis, 1976;Swinyard, 1981 ).…”

Section: Potential For Inoculation Approachmentioning

confidence: 97%

The potential of inoculation in promoting resistance to the effectiveness of comparative advertising messages

Pfau

1992

Communication Quarterly

View full text Add to dashboard Cite

The Application of Attitude Immunization Techniques in Marketing

Cited by 19 publications

References 0 publications

Can Inoculation Withstand Multiple Attacks?

Can Inoculation Withstand Multiple Attacks?

Comparative Analysis of the Relative Effectiveness of One- and Two- Sided Communication for Contrasting Products

The potential of inoculation in promoting resistance to the effectiveness of comparative advertising messages

Contact Info

Product

Resources

About