Persuasion Theories-Inoculation Theory

Persuasion Theories-Inoculation Theory

Inoculation theory posits that through cognitive processing,
the likelihood of resistance to attitude change can be enhanced by applying inoculation
treatments containing threat components that motivate individuals to generate counter
arguments. The motivation for individuals’ counter arguing is induced by threats to
their freedom of attitudinal discretion.

Inoculation works because it exposes people to arguments, making them think about
and rehearse opposing arguments. When they hear the arguments again, even stronger
versions, they pay less attention to them, especially if they believe their opposing
argument is stronger.

There are three stages to inoculation:

• Warning: Tell the person that it is about to happen so they are forced to get
ready.

• Weak attack: Attack them, but weakly so they can easily resist.

• Active defending: The persons must actively defend themselves (and find it
relatively easy to do so).

Inoculation theory has explanatory power in that it provides credible explanations for
the concepts. This theory has predictive power and has relative simplicity. Inoculation
theory is testable and can, therefore, be proved false, and is internally consistent.