Inoculation-A Promising Proactive Approach In Crisis Communication: Examining Inoculation Process Through Priming, Information Processing, And Resistance - Softcover

Wan, Hua-Hsin

Softcover

ISBN 10: 3838339800 ISBN 13: 9783838339801

Publisher: LAP Lambert Academic Publishing, 2010

Synopsis

Proactive strategies such as image promotion have received much attention in crisis communication research. The image building approach functions similarly to the supportive treatments in inoculation, which provide positive arguments that reinforce public's original attitudes toward the organization in order to prevent attitude slippage when encountering attacks. If the supportive treatment in inoculation is comparable to the proactive image promotion strategy in crisis communication, it indirectly suggests the great potential for inoculation as an alternative proactive approach. However, inoculation has never been applied to the crisis communication context before. This study attempts to expand the scope of proactive crisis communication strategies by examining whether inoculation can be effective in conferring resistance to persuasive influence in a crisis scenario. The analysis should shed light on widening our approach to attitude bolstering given negative circumstances, and it should have great applications for public relations practitioners in terms of designing appropriate proactive crisis communication strategies.

Edition details

• Publisher: LAP Lambert Academic Publishing
• Publication date: 2010
• ISBN 10: 3838339800
• ISBN 13: 9783838339801
• Binding: Paperback
• Language: English
• Number of pages: 152