CAS PS 261 Lecture Notes - Lecture 13: Inoculation Theory, Cognitive Dissonance
22 Sep 2018
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Inoculation: building up resistance to unwanted persuasion. Children are less able to be inoculated against persuasive messages from advertisers. Inoculation theory was developed by social psychologist william j. mcguire in 1961 to explain more about how attitudes and beliefs change, and more importantly, how to keep existing attitudes and beliefs consistent in the face of persuasion attempts. Inoculation theory functions as a strategy to protect attitudes from change - to confer resistance to counter-attitudinal in uences, whether such in uences take the form of direct attacks or sustained pressures. We should repay in kind what another person has provided for us. I scratch your back, you scratch my back. If you are given something, you should give something back. This is known as the door in the face technique. This basically involves starting with some large request which is usually rejected. It is followed us with a lesser request.
