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Communication Quarterly Volume 40, 1992 - Issue 1
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Original Articles

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

Michael Pfau Professor and head of the Department of Communication, Augustana College, Sioux Falls, SD, 57197
Pages 26-44 | Published online: 21 May 2009
 
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Abstract

The use of comparative messages in commercial advertising has grown in recent years. This investigation posits a strategy of resistance to the influence of comparative messages, examining the potential of the inoculation message strategy to deflect the persuasiveness of comparatives. The results indicated a modest potential for the inoculation approach. Although the results confirmed that inoculation pretreatments confer resistance to the influence of comparative messages, particularly on behalf of high‐involving products, effect sizes were small. Possible limitations of the inoculation construct in its application to commercial advertising are explored.

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Related Research Data

Efficacy of inoculation strategies in promoting resistance to political attack messages: Application to direct mail
Source: Informa UK Limited
The Interaction between Comparative Advertising and Copy Claim Variation
Source: SAGE Publications
An Empirical Test of a Model of Resistance to Persuasion.
Source: Oxford University Press (OUP)
Inoculating Against Pro-Plagiarism Justifications: Rational and Affective Strategies
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Response Time, Conflict, and Involvement in Brand Choice
Source: Oxford University Press (OUP)
Consumer Reactions to Explicit Brand Comparisons in Advertisements
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Nuances about the Role and Impact of Affect in Inoculation
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Counterargument availability and the effects of message structure on persuasion.
Source: American Psychological Association (APA)
Communications-Effectiveness of Comparative Advertising: A Laboratory Analysis:
Source: JSTOR
Heuristic versus systematic information processing and the use of source versus message cues in persuasion.
Source: American Psychological Association (APA)
Effects of involvement on persuasion: a meta-analysis
Source: American Psychological Association (APA)
Print Readers' Perceptions of Various Advertising Formats:
Source: SAGE Publications
The Effects of Comparative Advertising Mediated by Market Position of Sponsoring Brand
Source: Informa UK Limited
Inoculation and Mental Processing: The Instrumental Role of Associative Networks in the Process of Resistance to Counterattitudinal Influence
Source: Informa UK Limited
Perceived choice and resistance to persuasion.
Source: American Psychological Association (APA)
Use of inoculation to promote resistance to smoking initiation among adolescents
Source: Informa UK Limited
How Effective is Comparison Advertising for Stimulating Brand Recall
Source: Informa UK Limited
EFFECTIVENESS OF FOREWARNING IN DEVELOPING RESISTANCE TO PERSUASION
Source: Oxford University Press (OUP)
Analyzing Media Effects on Advertising Responses
Source: Oxford University Press (OUP)
Involvement, Attention, and Perceptions of Message Relevance in the Response to Persuasive Appeals
Source: SAGE Publications
An Index to Measure Contingency of English Sentences
Source: SAGE Publications
A Taxonomy for Comparative Advertising Research
Source: Informa UK Limited
Corporate Advertising as Inoculation against Negative News: An Experimental Investigation of Efficacy and Presentation Order Effects
Source: Informa UK Limited
INOCULATION IN POLITICAL CAMPAIGN COMMUNICATION.
Source: Oxford University Press (OUP)
THE RELATIONSHIP BETWEEN VIOLATIONS OF EXPECTATIONS AND THE INDUCTION OF RESISTANCE TO PERSUASION
Source: Oxford University Press (OUP)
Propensity of Persuasive Attack and Intensity of Pretreatment Messages as Predictors of Resistance to Persuasion
Source: Informa UK Limited
A Meta-Analysis of Research on Inoculation Theory
Source: Informa UK Limited
The Attitude Base as a Moderator of the Effectiveness of Inoculation Strategy
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The Informativeness of Comparative Advertisements: An Empirical Investigation
Source: Informa UK Limited
Picture-Word Consistency and the Elaborative Processing of Advertisements:
Source: JSTOR
The Application of Attitude Immunization Techniques in Marketing
Source: JSTOR
Boosting the Potency of Resistance: Combining the Motivational Forces of Inoculation and Psychological Reactance.
Source: Oxford University Press (OUP)
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Source: Oxford University Press (OUP)
Inducing resistance to persuasive attack: A test of two strategies of communication
Source: Informa UK Limited
Comparative Advertising: Perspectives and Issues
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The Role and Impact of Affect in the Process of Resistance to Persuasion
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The Role of Public Skepticism and Distrust in the Process of CSR Communication
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Resistance to Persuasion: Inoculation Theory in a Marketing Context
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An Exploratory Experiment
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The Effectiveness of Supportive and Refutational Defenses in Immunizing and Restoring Beliefs Against Persuasion
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Personal involvement as a determinant of argument based persuasion
Source: American Psychological Association (APA)
An Examination of the Effectiveness of the Inoculation Strategy Compared to the Supportive and Restoration Strategies
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A Multimedia Analysis of Persuasion in the 2016 Presidential Election: Comparing the Unique and Complementary Effects of Political Comedy and Political Advertising
Source: Informa UK Limited
The Dissonance Model in Post-Decision Product Evaluation:
Source: SAGE Publications
The effects of evidence as an inhibitor of counter‐persuasion
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Audience Involvement in Advertising: Four Levels
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EFFECTS OF COMBINING CONGRUITY PRINCIPLE STRATEGIES FOR THE REDUCTION OF PERSUASION.
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The Influence of Corporate Front-Group Stealth Campaigns:
Source: SAGE Publications
The effects of message sidedness and evidence on inoculation against counterpersuasion in small group communication
Source: Informa UK Limited
The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion
Source: American Psychological Association (APA)
The effects of differential linguistic patterns in messages attempting to induce resistance to persuasion
Source: Informa UK Limited
Testing a model of message sidedness: Three replications
Source: Informa UK Limited
PRIOR REASSURANCE OF GROUP CONSENSUS AS A FACTOR IN PRODUCING RESISTANCE TO PERSUASION.
Source: JSTOR
Multivariate analysis versus multiple univariate analyses.
Source: American Psychological Association (APA)
An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class:
Source: SAGE Publications
Shaping the Route to Attitude Change: Central versus Peripheral Processing through Comparative versus Noncomparative Advertising:
Source: SAGE Publications
THE EFFECTS OF INITIAL BELIEF LEVEL ON INOCULATION THEORY AND ITS PROPOSED MECHANISMS
Source: Oxford University Press (OUP)
The Second Year
Source: Oxford University Press (OUP)
Two-Sided versus One-Sided Appeals: A Cognitive Perspective on Argumentation, Source Derogation, and the Effect of Disconfirming Trial on Belief Change:
Source: JSTOR
Effects of opinionated language on communicator image and in conferring resistance to persuasion
Source: Informa UK Limited
The generality of immunity to persuasion produced by pre-exposure to weakened counterarguments.
Source: American Psychological Association (APA)
Persistence of the resistance to persuasion induced by various types of prior belief defenses.
Source: American Psychological Association (APA)
Resistance to “Counterpropaganda” Produced by One-Sided and Two-Sided “Propaganda” Presentations
Source: Oxford University Press (OUP)

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