Theoretical and Contextual Nuances in Inoculation Theory | In Defense of the Country of Origin Image

Bobi Ivanov

ISBN 10: 3639178653 ISBN 13: 9783639178654

Published by VDM Verlag Dr. Müller, 2009

Language: English

Condition: New Soft cover

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Bibliographic Details

Title

Theoretical and Contextual Nuances in Inoculation Theory | In Defense of the Country of Origin Image

Publisher

VDM Verlag Dr. M�ller

Publication Date

2009

Language

English

ISBN 10

3639178653

ISBN 13

9783639178654

Binding

Taschenbuch

Condition

Neu

Dimensions

Weight

180 grams

Seller catalogs

B�cher

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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