An Inoculation Theory Explanation for the Effects of Corporate Issue/Advocacy Advertising Campaigns

@article{Burgoon1995AnIT,
  title={An Inoculation Theory Explanation for the Effects of Corporate Issue/Advocacy Advertising Campaigns},
  author={M. Burgoon and Michael Pfau and T. Birk},
  journal={Communication Research},
  year={1995},
  volume={22},
  pages={485 - 505}
}
  • M. Burgoon, Michael Pfau, T. Birk
  • Published 1995
  • Psychology
  • Communication Research
    • Despite the popularity of issue / advocacy advertising campaigns, there has been limited empirical study of their overall impact. This investigation posits that issue / advocacy advertising should be viewed as a vehicle for inoculating against attitude slippage and for enhancing the sponsor's credibility among people who already favor a corporation's position, rather than as a tool to change attitudes. An experimental test of attitudinal and image effects of issue / advocacy advertising… CONTINUE READING
    View on SAGE
    72 Citations
    Highly Influential Citations
    3
    Background Citations
    20
    Methods Citations
    1
    72 Citations
    Citation Type

    Citation Type

    Corporate Advertising as Inoculation against Negative News: An Experimental Investigation of Efficacy and Presentation Order Effects
    • 20
    The mediating effects of message agreement on millennials’ response to advocacy advertising
    ADVOCACY ADVERTISING FOR BIOTECHNOLOGY: The Effect of Public Accountability on Corporate Trust and Attitude Toward the Ad
    • 52
    Environmental Marketplace Advocacy: Influences and Implications of U.S. Public Response
    • 1
    The Power of Citizen-Group Public-Policy Advertising
    • PDF
    Rethinking the Inoculation Analogy: Effects on Subjects With Differing Preexisting Attitudes
    • 32
    Does corporate advertising work in a crisis? An examination of inoculation theory
    • 17
    Corporate crisis advertising: A framework examining the use and effects of corporate advertising before and after crises
    • 12
    • Highly Influenced
    The impact of societal marketing programs on customer attitudes toward corporate image in Thailand
    • 4
    • PDF
    Issue Advertising and Legislative Advocacy
    • 1

    References

    SHOWING 1-10 OF 36 REFERENCES
    An Empirical Test of a Model of Resistance to Persuasion.
    • 134
    Does source affect response to direct advocacy print advertisements
    • 26
    The potential of inoculation in promoting resistance to the effectiveness of comparative advertising messages
    • 70
    Institutional/Image Advertising and Idea/Issue Advertising as Marketing Tools: Some Public Policy Issues
    • 51
    The effects of message sidedness and evidence on inoculation against counterpersuasion in small group communication
    • 34
    • PDF
    THE RELATIONSHIP BETWEEN VIOLATIONS OF EXPECTATIONS AND THE INDUCTION OF RESISTANCE TO PERSUASION
    • 51
    INOCULATION IN POLITICAL CAMPAIGN COMMUNICATION.
    • 122
    • PDF
    Propensity of Persuasive Attack and Intensity of Pretreatment Messages as Predictors of Resistance to Persuasion
    • 15
    Efficacy of inoculation strategies in promoting resistance to political attack messages: Application to direct mail
    • 93
    The effects of differential linguistic patterns in messages attempting to induce resistance to persuasion
    • 51
    • PDF