To Be Heard, Speaking Softly: Building Resistance to Attitude Change

Gadiuta, D
Marshall, R
Franklin, D
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Sichuan University Strategy and Development Research Center

Although there are several attitude resistance techniques, attitude inoculation most effectively serves the purpose of withstanding attacks from conflicting arguments.[1] Inoculation treatment methods are comparable to that of medical vaccination, where a patient is exposed to a small, weakened dose of a pathogen. In this case, the pathogen is simply a counter-argument offered against an advertisement claim aimed at attitude change.[2] These techniques are typically tested within a political domain, rarely in a commercial context. In this research the effects of inoculation treatments are investigated. We find that strong counter-arguments initially have a strong impact on an existing attitude, but their effect quickly dissipates. However, weaker counter-arguments, although initially not as effective as strong, are shown to be more influential over a longer period of time. Attention is also given to potential moderators of this main effect.

Attitude change; Attitude immunization; Inoculation; Health marketing
In Proceedings of the 2016 International Conference on Strategic Management, Innovation,Entrepreneurship and Strategy in the Era of Internet, Chengdu, Sichuan, China, 10-11 March, pp. 211-216.
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