Theoretical and Contextual Nuances in Inoculation Theory

ISBN-13: 9783639178654 / Angielski / Miękka / 2009 / 108 str.

Bobi Ivanov

Opis

This investigation tested the ability of different resistance strategies to protect the positive COO image attributed to products in the face of singe and multiple competitor attacks. The results illustrate the superiority of refutational over supportive and restoration messages in protecting the positive COO image when facing single or multiple attacks. Also, the results indicate that refutational defenses, in which the message content (affective, cognitive or combined) is matched with the base of the attitude (affective or cognitive), provide best protection against combined competitor attacks (affective and cognitive). Combined refutational defenses work better than mismatching refutational defenses, but not as well as matching refutational defenses. However, when facing multiple attacks, matching and combined refutational defenses work equally well and better than mismatching refutational defenses.

O autorze

Bobi Ivanov is Assistant Professor in the School of Journalism
and Telecommunications at the University of Kentucky; Michael
Pfau is Professor and Chair in the Department of Communication
at the University of Oklahoma; Kimberly A. Parker is Assistant
Professor in the Department of Communication at Bellarmine
University