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ERIC Number: EJ439073
Record Type: Journal
Publication Date: 1992
Pages: N/A
Abstractor: N/A
Reference Count: N/A
ISSN: ISSN-0146-3373
The Potential of Inoculation in Promoting Resistance to the Effectiveness of Comparative Advertising Messages.
Pfau, Michael
Communication Quarterly, v40 n1 p26-44 Win 1992
Examines the potential of the inoculation message strategy to deflect the persuasiveness of comparative advertisements. Indicates modest potential for inoculation, confirming that inoculation pretreatments confer resistance to a comparative ad's influence on consumer attitudes, especially on behalf of high-involving products. (SR)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A