Theoretical and Contextual Nuances in Inoculation Theory

This investigation tested the ability of different
resistance strategies to protect the positive COO
image attributed to products in the face of singe
and multiple competitor attacks. The results
illustrate the superiority of refutational over
supportive and restoration messages in protecting
the positive COO image when facing single or
multiple attacks. Also, the results indicate that
refutational defenses, in which the message content
(affective, cognitive or combined) is matched with
the base of the attitude (affective or cognitive),
provide best protection against combined competitor
attacks (affective and cognitive). Combined
refutational defenses work better than mismatching
refutational defenses, but not as well as matching
refutational defenses. However, when facing multiple
attacks, matching and combined refutational defenses
work equally well and better than mismatching
refutational defenses.

Autorentext

Bobi Ivanov is Assistant Professor in the School of Journalism and Telecommunications at the University of Kentucky; Michael Pfau is Professor and Chair in the Department of Communication at the University of Oklahoma; Kimberly A. Parker is Assistant Professor in the Department of Communication at Bellarmine University

Klappentext

This investigation tested the ability of different resistance strategies to protect the positive COO image attributed to products in the face of singe and multiple competitor attacks. The results illustrate the superiority of refutational over supportive and restoration messages in protecting the positive COO image when facing single or multiple attacks. Also, the results indicate that refutational defenses, in which the message content (affective, cognitive or combined) is matched with the base of the attitude (affective or cognitive), provide best protection against combined competitor attacks (affective and cognitive). Combined refutational defenses work better than mismatching refutational defenses, but not as well as matching refutational defenses. However, when facing multiple attacks, matching and combined refutational defenses work equally well and better than mismatching refutational defenses.