Peer reviewedERIC Number: EJ508145
Record Type: Journal
Publication Date: 1995
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: ISSN-0093-6502
EISSN: N/A
Available Date: N/A
An Inoculation Theory Explanation for the Effects of Corporate Issue/Advocacy Advertising Campaigns.
Burgoon, Michael; And Others
Communication Research, v22 n4 p485-505 Aug 1995
Indicates that issue/advocacy advertising inoculates against attitude change among undergraduate students, while simultaneously protecting sponsors against slippage in ratings of source credibility, after exposure to a persuasive attack on behalf of an opposing position. (SR)
Descriptors: Advertising, Audience Response, Communication Research, Higher Education, Student Attitudes
Publication Type: Reports - Research; Journal Articles
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
Author Affiliations: N/A
