INDUCING RESISTANCE TO PERSUASION: AN ATTEMPT TO EXTEND INOCULATION THEORY TO A MARKETING CONTEXT.
Item
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Title
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INDUCING RESISTANCE TO PERSUASION: AN ATTEMPT TO EXTEND INOCULATION THEORY TO A MARKETING CONTEXT.
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Identifier
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AAI8212191
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identifier
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8212191
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Creator
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GOLDSTEIN, LARRY SAMUEL.
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Contributor
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Condrad Brenson | Leon Schifman
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Date
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1982
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing
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Abstract
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Considering the increase over the past 15 years in the number and kinds of attacks to which marketers' products have been subjected, the need to investigate methods that could effectively confer resistance to marketing persuasion is clear. The current study attempted to determine if inoculation theory could be applied to immunize individuals against marketing persuasion.;One hundred eighty-one Liberal Arts undergraduate students at Iona College, in New Rochelle, New York, participated in a two-stage experiment that was designed to test the following hypotheses: (1) Both supportive and refutational defenses are superior to a no-defense treatment in conferring resistance to persuasion; (2) A supportive defense is less effective than a refutational defense in conferring immunity to persuasion; (3) The primary effectiveness of the refutational defense rests in its ability to motivate the person to develop defenses rather than in the material provided when the attack is refuted; (4-a) Immunity conferred by refutational defenses will not decay as rapidly as that conferred by supportive defenses; (4-b) Immunity conferred by refutational-different defenses will decay less rapidly than that conferred by refutational-same defenses; (5-a) Refutational defenses are superior to supportive defenses in inducing resistance to persuasion among those with high perceived self-consistency; (5-b) Supportive and refutational defenses are equally effective in inducing resistance to persuasion among those with low perceived self-consistency.;Also, the level of perceived risk attached to a product was examined to see if the research outcomes would be affected in some way by a product having either a low or high level of perceived risk.;In the experiment's first stage, subjects were exposed to printed defensive messages, dealing with tissues, orange juice, bandages, and videodisc players. In the second stage, conducted either two or seven days later, subjects were exposed to additional defensive advertisements and to advertisements attacking these products. Subjects' belief levels in the truth of 16 statements dealing with eight of the products' attributes were then measured. The data did not support any of these hypotheses, but suggested that inoculation theory might be applicable for attributes which are not easily verifiable if the defensive measures explicitly forewarn against and refute attacking arguments.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
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Program
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Business
