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

Simple item page
aut.relation.conferenceInternational Conference on Strategic Managementen_NZ
aut.relation.endpage216
aut.relation.startpage211
aut.researcherMarshall, Roger
dc.contributor.authorGadiuta, Den_NZ
dc.contributor.authorMarshall, Ren_NZ
dc.contributor.authorFranklin, Den_NZ
dc.date.accessioned2018-11-26T23:08:54Z
dc.date.available2018-11-26T23:08:54Z
dc.date.copyright2016en_NZ
dc.date.issued2016en_NZ
dc.description.abstractAlthough 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.en_NZ
dc.identifier.citationIn 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.
dc.identifier.urihttps://hdl.handle.net/10292/12080
dc.publisherSichuan University Strategy and Development Research Center
dc.relation.urihttp://en.sss.net.cn/101000/838.aspxen_NZ
dc.rightsNOTICE: this is the author’s version of a work that was accepted for publication. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in (see Citation). The original publication is available at (see Publisher's Version).
dc.rights.accessrightsOpenAccessen_NZ
dc.subjectAttitude change; Attitude immunization; Inoculation; Health marketing
dc.titleTo Be Heard, Speaking Softly: Building Resistance to Attitude Changeen_NZ
dc.typeConference Contribution
pubs.elements-id196231
pubs.organisational-data/AUT
pubs.organisational-data/AUT/Business, Economics & Law
pubs.organisational-data/AUT/Business, Economics & Law/Marketing
pubs.organisational-data/AUT/Business, Economics & Law/Marketing/Marketing PBRF 2012
pubs.organisational-data/AUT/Faculty of Business, Economics and Law
pubs.organisational-data/AUT/Faculty of Business, Economics and Law/Marketing, Advertising, Retailing & Sales
pubs.organisational-data/AUT/PBRF
pubs.organisational-data/AUT/PBRF/PBRF Business Economics and Law
pubs.organisational-data/AUT/PBRF/PBRF Business Economics and Law/Faculty Review Team PBRF 2018
pubs.organisational-data/AUT/PBRF/PBRF Business Economics and Law/Marketing, Advertising, Retailing and Sales Department PBRF 2018
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
topic_2.pdf
Size:
175.25 KB
Format:
Adobe Portable Document Format
Description:
Conference Contribution
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
AUT Grant of Licence for Scholarly Commons Feb2017.pdf
Size:
239.25 KB
Format:
Adobe Portable Document Format
Description:
Download
Collections
AUT Business School