Resistance to Persuasion: Inoculation Theory in a Marketing Context

  title={Resistance to Persuasion: Inoculation Theory in a Marketing Context},
  author={George J. Szybillo and R. Heslin},
  journal={Journal of Marketing Research},
  pages={396 - 403}
  • George J. Szybillo, R. Heslin
  • Published 1973
  • Psychology
  • Journal of Marketing Research
  • Inoculation techniques from social psychological theory were applied to a controversial issue in a marketing context. Experimental factors were type of defense, time interval between defense and attack, and credibility of the attacker. In general, predictions from inoculation theory were confirmed: all defenses conferred resistance to attack; the refutational defense was superior to the direct supporfive defense. 
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