Title: Theoretical and Contextual Nuances in Inoculation Theory: In Defense of the Country of Origin Image
Publisher: VDM Verlag
Publication Date: 2009
Language: English
ISBN 10: 3639178653
ISBN 13: 9783639178654
Binding: Soft cover
Condition: New

About this title

Synopsis

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.

About the Author

Bobi Ivanov is Assistant Professor in the School of Journalism and Telecommunications at the University of Kentucky; Michael Pfau is Professor and Chair in the Department of Communication at the University of Oklahoma; Kimberly A. Parker is Assistant Professor in the Department of Communication at Bellarmine University

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