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Theoretical and Contextual Nuances in Inoculation Theory - Bobi Ivanov

Theoretical and Contextual Nuances in Inoculation Theory

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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.

ISBN: 9783639178654
ISBN-10: 3639178653
Format: Paperback
Language: English
Number Of Pages: 108
Published: 1st July 2009
Dimensions (cm): 22.0 x 15.0  x 0.6
Weight (kg): 0.168