Inoculation Theory: A Strategic Approach to Combatting Persuasive Messages
Inoculation theory, introduced by Dr. William J. McGuire in 1964 during the Korean War, emphasizes how thoughts, beliefs, and attitudes can be fortified through inoculation or vaccination to resist harmful persuasive messages. This theory equips individuals with cognitive strategies to build resistance against unwarranted influence, akin to immunizing the mind against manipulative communication tactics. Through the Mac vs. PC campaign example, the efficacy of inoculation in shaping attitudes and countering persuasive appeals is illustrated.
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Presentation Transcript
Inoculation Theory James Heaven
Dr. William J. McGuire (1964) Korean War (1950-53) inoculation or vaccination thoughts, beliefs and attitudes can be trained to fight harmfully persuasive messages
Mac vs. PC Campaign https://www.youtube.com/watch?v=FxOIebkmrqs
