Use of inoculation to foster resistance to credit card marketing targeting college students
Use of inoculation to foster resistance to credit card marketing targeting college students
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DOI：
10.1080/0090988042000276014
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发表时间：
2004-11-01
影响因子：
2.3
通讯作者：
Pfau, M
中科院分区：
文献类型：
--
作者：
Compton, JA;Pfau, M
学生信用卡债务是一个日益严重的问题。本研究探讨了针对大学生的信用卡营销预防接种策略的有效性。为了进一步探讨接种策略所依据的医学类比，本研究首次系统地改变了接种预处理信息中反驳和反驳的论证强度，以确定论证强度是否影响接种治疗的有效性。此外，本次调查还探讨了接种是否通过社交渠道在人与人之间传播，类似于病毒式营销的营销理念。结果表明，传统的预防接种治疗信息成功地对大学生进行了针对信用卡广告的预防接种，具体体现在态度效价和行为意向上，而匹配论证强度是最有效的预防策略。
Student credit card debt is a growing problem. This study explores the effectiveness of the inoculation strategy to foster resistance to credit card marketing targeting college students. In order to explore further the medical analogy on which the inoculation strategy is based, this study was the first systematically to alter the argument strength of both the counterarguments and refutations in the inoculation pretreatment message to determine whether argument strengths impact effectiveness of inoculation treatments. In addition, this investigation explored whether inoculation spreads from person to person via social channels, similar to the marketing concept of viral marketing. Results indicated that conventional inoculation treatment messages successfully inoculated college students against credit card advertisements, manifested in attitude valence and behavioral intentions, and that matching argument strength is the most effective inoculation strategy.