Use of inoculation to foster resistance to credit card marketing targeting college students

@article{Compton2004UseOI,
  title={Use of inoculation to foster resistance to credit card marketing targeting college students},
  author={Joshua Compton and Michael Pfau},
  journal={Journal of Applied Communication Research},
  year={2004},
  volume={32},
  pages={343 - 364}
}
  • Joshua Compton, Michael Pfau
  • Published 2004
  • Psychology
  • Journal of Applied Communication Research
  • Student credit card debt is a growing problem. This study explores the effectiveness of the inoculation strategy to foster resistance to credit card marketing targeting college students. In order to explore further the medical analogy on which the inoculation strategy is based, this study was the first systematically to alter the argument strength of both the counterarguments and refutations in the inoculation pretreatment message to determine whether argument strengths impact effectiveness of… CONTINUE READING
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