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Resistance to Persuasion: Inoculation Theory in a Marketing Context.
- Source :
- Journal of Marketing Research (JMR); Nov73, Vol. 10 Issue 4, p396-403, 8p, 3 Charts, 2 Graphs
- Publication Year :
- 1973
-
Abstract
- Inoculation techniques from social psychological theory were applied to a controversial issue in a marketing context. Experimental factors were type of defense, time interval between defense and attack, and credibility of the attacker. In general, predictions from inoculation theory were confirmed: all defenses conferred resistance to attack; the refutational defense was superior to the direct supportive defense. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 00222437
- Volume :
- 10
- Issue :
- 4
- Database :
- Complementary Index
- Journal :
- Journal of Marketing Research (JMR)
- Publication Type :
- Academic Journal
- Accession number :
- 5006917
- Full Text :
- https://doi.org/10.2307/3149387