Theoretical and Contextual Nuances in Inoculation Theory: In Defense of the Country of Origin Image
Language: English
Published by VDM Verlag, 2009
- Softcover
- New

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- Title
- Theoretical and Contextual Nuances in Inoculation Theory: In Defense of the Country of Origin Image
- Author
- Ivanov, Bobi
- Publisher
- VDM Verlag
- Publication year
- 2009
- Condition
- New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 3639178653
- ISBN 13
- 9783639178654
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.
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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
"About the title" may belong to another edition of this title.
Ria Christie Collections
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