Resistance to Persuasion: Inoculation Theory in a Marketing Context

  • Szybillo G
  • Heslin R
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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 Copyright of Journal of Marketing Research (JMR) is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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Authors

  • George J. Szybillo

  • Richard Heslin

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