Theoretical and Contextual Nuances in Inoculation Theory

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.

Author: Bobi Ivanov

Publisher: VDM Verlag

Publication Date: Jul 10, 2009

Number of Pages: 108 pages

Binding: Paperback or Softback

ISBN-10: 3639178653

ISBN-13: 9783639178654