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
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