Role and Influence of Communication Modality in the Process of Resistance to Persuasion

@article{Pfau2000RoleAI,
  title={Role and Influence of Communication Modality in the Process of Resistance to Persuasion},
  author={Michael Pfau and R. Holbert and Stephen J. Zubric and Nilofer H. Pasha and Wei-Kuo Lin},
  journal={Media Psychology},
  year={2000},
  volume={2},
  pages={1 - 33}
}
This investigation examined the role and influence of print and video communication modalities in inoculation. Inoculation is assumed to be an active cognitive process, and past research has assumed that inoculation treatments function in much the same way in fostering resistance to influence, irrespective of the medium employed to deliver them. The pattern of results indicates that print and video forms do not differ appreciably in their capacity to confer resistance, but they vary… Expand
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