Test 3 Innoculation Theory Flashcards
(18 cards)
what does resistance research examine
how to prevent attitude or behavior change by reinforcement
describe the overview of the inoculation theory
- biological metaphor.
- attitudes inoculated like inoculation against virus
- introduce weak argument to promote resistance –> develop antibodies, defend against future attacks.
what are “cultural truisms”
- McGuire
- background of inoculation theory
- beliefs so widely shared within person’s social milieu(atmosphere), would not have head them attacked, and doubt that attack possible.
- uncontested attitudes/beliefs
name 3 facts of “cultural truisms”
attitudes/beliefs are
- never attacked
- never have to defend
- more susceptible
What did McGuire argue
cultural truisms untested, cant effectively defend them.
what are the 2 key elements of the inoculation theory
- threat
- refutational preemption
describe the key element, threat, in inoculation theory
- forewarning of impending attack
- must feel attitude threatened –>strengthen those attitudes
- motivation to defend attitude
Who said “innoculation is impossible without threat”
Compton and Pfau
what are the two types of refutational preemptions
- active refutation
- passive refutation
what is active refutation
- identify counterarguments & have audience develop own refutations
- ppl more commited to refuations developed on own
what is the limit of active refutation
people have difficulty identifying refutations
what is passive refutation
provide audience with counterargument and refuations to those counterarguments
-what we mostly see, don’t require much from audience-just listen
what is the strength of passive refutation
more efficient - doesn’t rely on audience
what is the limitation of passive refutation
people may be less committed
what are the two types of passive refutational preemptions
- refutation-same
- refutation-different
describe refutation-same
- addresses the exact same issues as are riased in the attitude-attacking msg
- limitation: must know attack in advance
describe refutation-different
- address generic form of arguments raised in attitude-attacking msg
- limitation:may be less effective
what are some factors to consider in the inoculation theory
- time between inoculation and attack
- how much time prior to attach shud inoculation occur
- McGuire said 2 days to build resistance
- topic involvement
- inoculation works best when ppl moderately involved, as opposed to high/low involvement
