The theory is a model for building resistance to persuasion attempts by exposing people to arguments against their beliefs and giving them counter arguments to refute attacks. Use of inoculation to foster resistance to credit card marketing targeting college students. Inoculation theory is the perfect way to convince already faithful customers that they are making the right choice in trusting your company and to keep the customer coming back in the future. Inoculation Theory was developed by social psychologist William J. McGuire in 1961 to explain more about how attitudes and beliefs change, and more important, how to keep original attitudes and beliefs consistent in the face of persuasion attempts. . Inoculation theory explains how attitudes, beliefs, or opinions (sometimes referred to generically as "a position") can be made more resistant to future challenges. the inoculation (Wood, 2007, p. 359). Jan. 14, 2008. The theory […] A theory of psychological reactance. The Just Say No campaign was designed thanks to a public relations/mass psychology approach known as inoculation theory. Paperback - July 19, 2011 . Receivers are made aware of the potential vulnerability of an existing position (e.g., attitude, belief). Fake news, or fake news websites, have no basis in fact, but are presented as being factually accurate. www.mdx.ac.uk : advertising-public-relations-and-brandingAdvertising, Public Relations and Branding BA Honours | Middlesexen.wikipedia.org : wiki: Creative_classCreative class - Wikipediawww.ncbi.nlm.nih.gov : pmc : articlesPersuading Others to Avoid Persuasion: Inoculation Theory . One company that did a great job of using this theory is Apple and their "Mac vs. PC" campaign. One of the most central concepts in social psychology is that of attitudes (Banaji & Heiphetz, 2010). theory hence this study titled "rethinking the bullet theory in the digital era" 2.1. Part Five: Drowning out the truth about the Great Barrier Reef. The term is a neologism (a new or re-purposed expression that is entering the language, driven by culture or technology changes). The Greeks engaged in rhetoric, while other cultures used more violent means of "pers~asion.~ As the power to persuade someone nonviolently took precedence in the free world, the use of communication became of utmost importance. 접종 이론(Inoculation theory)은 신체가 질병으로부터 보호될 수있는 것과 거의 같은 방식으로 (예를 들어, 더 강하고 미래의 위협의 약화된 버전에 사전 노출을 통해) 외부로부터의 설득이나 영향으로부터 자신의 태도나 신념을 보호할 수 있는 방법을 설명하는 사회 심리 / 커뮤니케이션 이론이다. The idea behind the theory is to cause resistance to persuasion as it comes . • Drawing from inoculation theory, like-minded news polarized attitudes, and watching a combination of like-minded and mainstream news coverage did little to reduce polarization. One study utilized the Inoculation Theory with regard to credit card marketing, which targets college students. Inoculation theory explains how an existing state (an attitude, a belief, a position) can be made more resistant to future influence, in much the same way a medical inoculation can make an existing state (a healthy body) more . public relations, commercial advertising, health communication, mass media, political campaign communication, and other areas (such as interpersonal communication, instructional communication, and cross- . The Second Edition of The SAGE Handbook of Persuasion: Developments in Theory and Practice provides readers with logical, comprehensive summaries of research in a wide range of areas related to persuasion. The situational theory of publics consists of two dependent variables, active and passive communication behavior, and three independent variables, problem recognition, constraint recognition, and . Compton, J., & Pfau, M. (2004). This review article provides an overview of reactance research in the context of persuasive health communication. Defining fake news. The article begins with an overview of psychological reactance theory. Inoculation theory, a theory of conferring resistance to persuasive influence, has established efficacy as a messaging strategy in the health domain. Assessments of how "truth" and similar counter-advertising campaigns operate to influence teen cognition and behavior have been conducted. Considering inoculation theory as a messaging strategy to better engage, and retain, a millennial workforce. The unprecedented spread of misinformation threatens citizens' ability to form evidence-based opinions on issues of societal importance, including public health, climate change, and national security. It also suggests future research propositions by… 23 An Integrative Framework for Understanding Two-sided Persuasion A. E. Crowley, Wayne D. Hoyer Amazon Advertising Find, attract, and engage customers: Amazon Drive Cloud storage from Amazon: 6pm Score deals on fashion brands: AbeBooks Books, art & collectibles: The inoculation information was a textual explanation of the "false balance" strategy used by the tobacco industry to confuse the public about the level of scientific agreement by staging a fake debate. AIT has been used in numerous studies with a variety of topics. Research has found we can make people "immune" to misinformation using the fact-myth-fallacy approach. Fortunately, science does have a means to protect itself, and it comes from a branch of psychological research known as inoculation theory . ), Recruitment, retention, and . In fact, the earliest research on the theory in the 1960s involved health issues to build empirical support for tenets in the inoculation framework. Inoculation theory takes the concept of vaccination, . . McGuire coined the phrase attitude inoculation to refer to the process of resisting strong persuasive arguments by getting practice fighting off weaker versions of the same arguments. Methods: A three-phase experiment was conducted among 145 students from a Midwestern U.S. university. Evan Crawley COM 520 Media Studies Create to Learn Essay Dec. 7, 2021 Today's world at times can be overwhelming. The applications of game theory in marketing and leadership are seemingly endless . Miron, A. M., & Brehm, J. W. (2006). "inoculation" brings to mind a powerful effects model of media influence that is likely to be an oversimplification; connoting a uniform and unavoidable response occurring as if through a "hypodermic needle" or expressed as resistance to influence via media literacy education.— Bobi Ivanov, Kimberly Parker, & Josh Compton. of marketing logic in contemporary media democracies provides a compelling argument for critical investigation . The sheer amount of information and advertising constantly bombarding people . William J. McGuire, a social psychologist at Yale whose work on the art of persuasion and how to resist it has been applied in political science . The inoculation theory was proposed by McGuire in response to a situation where the goal is to persuade someone not to be persuaded by another. Inoculation theory offers a logical basis for developing a psychological "vaccine" against misinformation. Synonym Discussion of Inoculate. We apply a classic theory, inoculation, to a domain in need of more theory-based approaches: advertising. Cabinet Office to develop "Go Viral!," a social intervention game that uses inoculation theory to . Participants were randomly assigned to one of five groups: a control group and four groups who were presented with misinformation. . McGuire 1964, on inoculation theory, was one of the first works to discuss the topic of resistance toward persuasion, defining it as a person's ability to withstand a persuasive attack. May 2022. Just as vaccines generate antibodies to resist future viruses, inoculation messages equip people with counterarguments that potentially convey resistance to future misinformation . Research has found that if people read factual, scientific information before anti-vaccine conspiratorial narratives, they can be more resistant to conspiracy . Furthermore, it is a new contribution to the tourism literature through its revealing that inoculation theory also works in synthesis with creative infusion in the field of destination marketing as previously shown in such fields as behavioral science, communication, marketing and social psychology. By Jeremy Pearce. . This is a fitting analogy, because "fake news" can spread much like a virus (Kucharski, 2016; Vosoughi et al., 2018). The theory […] inoculation theory This is a keyword search in the online catalog. Inoculation Theory continues to be studied today by communication, social psychology, and social science researchers. Journal of Applied Communication Research 32 (4), 343-364. Marketing Does Not Manipulate Consumers 2445 Words | 10 Pages. The use of inoculation theory has been incorporated by public service advertising campaigns to prevent smoking, drug abuse and sexually transmitted diseases. 162. The inoculation theory applies the same principle to knowledge. McGuire was particularly interested in the question of how to increase resistance toward persuasion. Melisa Basol, 27, a PhD Candidate at the University of Cambridge, collaborated with the U.K. Decades of research in . Inoculation Theory is a social psychology and communication theory that employs medical inoculation as an explanatory analogy as inoculation theory is a model for building resistance to persuasion attempts through pre-exposure to weaker counter-arguments. . The theory predicts that cultural truisms that most people have never heard being questioned, such as It is a good idea to brush your teeth three times a day if possible, should be more vulnerable to persuasion, and this counter-intuitive prediction has been confirmed by experiments. Corpus ID: 145412889 An Inoculation Theory Explanation for the Effects of Corporate Issue/Advocacy Advertising Campaigns M. Burgoon, Michael Pfau, Thomas Birk Published 1 August 1995 Business Communication Research Despite the popularity of issue / advocacy advertising campaigns, there has been limited empirical study of their overall impact. Psychological Inoculation against Misinformation: Current Evidence and Future Directions. Inoculation Theory continues to be studied today by communication, social psychology, and social science researchers. The theory is a model for building resistance to persuasion attempts by exposing people to arguments against their beliefs and giving them counter arguments to refute attacks. We argue inoculation messages provide a less expensive and a more potent, intrinsically motivating approach to contest post-purchase dissonance and dissatisfaction. The framework, published in Journal of Marketing Communications, suggested . J Compton. Future research could extend this work by testing inoculation theory across geographies, ideologies, and mediums. With that understanding, any Libertarian Leader, in business or government, would strive to correct the unacceptable results of the games people play, especially economic and political games. Inoculation Theory. This establishes threat and initiates defenses to future attacks. Inoculation theory originated in the aftermath of the Korean War, when US defense officials and psychologists believed that American defectors to the Communist side of the conflict had been "brainwashed" by their Chinese . Part Four: Selling the political message: what makes a good advert? In 2013, Kim proposed a conceptual framework for examining stakeholders' evaluation of pre-crisis corporate advertising, using the inoculation and reactance theory. An examination of inoculation theory S. Kim Business 2013 The primary purpose of this paper is to propose a conceptual framework of consumer evaluation of corporate advertising in a corporate crisis. Significance On January 31, 2014, the U.S. Department of State released its "Final Supplemental Environmental Impact Statement for the Keystone XL Project." The use of inoculation theory has been incorporated by public service advertising campaigns to prevent smoking, drug abuse and sexually transmitted diseases. It is possible to effectively protect citizens from harmful alcohol consumption by presenting them with this type of marketing and pointing out the ways in which it influences them. The inoculation theory was proposed by McGuire in response to a situation where the goal is to persuade someone not to be persuaded by another. by James Kirkpatrick (Author) See all formats and editions . We discuss the origins of inoculation theory, starting with its roots in the 1960s as a "vaccine for brainwash," and detail the major theoretical and practical innovations that inoculation research has witnessed over the years. This Since the 1960s, inoculation theory has been used by public health experts and others to help people gain mental defenses against deceptive smoking advertisements or other forms of predictable . This intervention is a therapeutic innovation, based on inoculation theory . We're mapping out a range of new studies to test how inoculation approaches work . The third and final meeting was held November 30-December 1, 2001. Communication . Resistance to Persuasion: Inoculation Theory in a Marketing Context INTRODUCTION With advertising and marketing claims being attacked by competitors, government, and advertising agencies themselves (i.e., corrective advertisements), it is surpris- ing to note the lack of research on advertising strategy . Part Three: Democracy is dead, long live political marketing. In his Editorial "Nip misinformation in the bud" (27 October, p. 427), R. Weiss argues that fact checking after misinformation has spread is often ineffective. Based on theory and prior research, we hypothesise that inoculation and narrative messages (delivered separately and in combination) will produce immediate persuasive effects by increasing policy support and anti-industry beliefs relative to the control message directly after exposure (H1). Persuasive messages that This study found that an inoculation could protect students from credit CJT 780: Inoculation Theory Professor: Bobi Ivanov Office: 137 Grehan Telephone: 7-9467 Cell: (405) 923-9053 . The major concepts of the theory are discussed, as well as recent . Inoculation theory is a framework from social psychology that posits that it is possible to pre-emptively confer psychological resistance against (malicious) persuasion attempts (Compton, 2013; McGuire & Papageorgis, 1961). It has been noted that campaign effects were consistent with hypothesis derived from the Theory of Reasoned Action (TRA) and social inoculation effects. Inoculation Theory was developed by social psychologist William J. McGuire in 1961 to explain more about how attitudes and beliefs change, and more important, how to keep original attitudes and beliefs consistent in the face of persuasion attempts. The meaning of INOCULATE is to introduce immunologically active material (such as an antibody or antigen) into especially in order to treat or prevent a disease. Often used in advertising and public relations, inoculation theory is a model for building resistance to persuasion attempts by exposing people to arguments against their beliefs and giving them counterarguments to refute attacks, similar to how a vaccine works in fighting disease. The findings indicate that inoculation fosters resistance equally across the most common types of commercially advertised HNR product claims (e.g., absolute, general, and structure/function claims). In addition, you'll learn a variety of coping skills that are useful in managing anxiety, such as: Deep breathing from your diaphragm: 2 There are two parts to . Inoculation theory of resistance to influence At the core of inoculation theory (McGuire, 1961a, b) is a biological metaphor. inoculation theory has been called "the grandparent theory of resistance to attitude change," 1 but as a colleague and i have argued, "this 'grandparent theory' remains spry, and a dormant retirement is not on its horizon." 2 inoculation scholarship is witnessing a dynamic resurgence in quantity and quality not seen since william mcguire launched … One company that did a great job of using this theory is Apple and their "Mac vs. PC" campaign. The inoculation theory of communication takes its name from the science of vaccines, which work by introducing a weakened version of a virus in order to confer protection against the real thing. advertising to children and commercialism in the schools. Psychological vaccines have proved effective in advertising . Objective: To study the effect of various types of inoculation message treatments on resistance to persuasive and potentially deceptive health- and nutrition-related (HNR) content claims of commercial food advertisers. Inoculation involves exposing people to a weak form of a disease to increase the body's ability to fight off the disease. Inoculation has been shown to reduce such risky behaviour by 30-70% (Botvin, Schinke & Orlandi, 1995; Perry at al., 1980; Evans et al., 1978). Ivanov's theoretical work focuses on the study of inoculation theory, images, and attitudes and their composition, hierarchical structure, and function as applied in various contexts including commercial, health, intercultural, instructional/educational, interpersonal, political, and risk/crisis management. Psychological reactance theory is a commonly relied upon framework for understanding audience members' resistance to persuasive health messages. Read in app. Similarly, inoculation theory proposes that people can be "inoculated" against misinformation by being exposed to a refuted version of the message beforehand . Journal of Advertising Research, 43(3), 281-292. New York, NY: Academic Press. How to use inoculate in a sentence. the core of inoculation theory (McGuire, 1961a,b) is a . The SAGE handbook of persuasion: Developments in theory and practice 2, 220-237. , 2013. (1964) inoculation theory has shown that if receivers have information or experience with which to refute an attitude change . Consistent with TRA, higher levels of exposure to the . Frymier and Nadler (2013) noted that for cognitive dissonance to work effectively there are three necessary conditions: aversive consequences, freedom of choice, and insufficient external justification. The Annals of the American Academy of Political and Social Science 700 (1):136-151.
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