Abstract
Inoculation theory boasts a dynamic history since McGuire first introduced it in the early 1960s. The last decade, in particular, has been a period of explosive growth for inoculation. Research has offered a more nuanced understanding of how inoculation confers resistance, exploring precise workings of inoculation’s core concepts of threat and coun-terarguing in conjunction with concepts drawn from other theoretical domains, including issue involvement, attitude accessibility, self-efficacy, and affect. Research is also extending practical applications of inoculation, examining new uses in marketing, public relations, politics, and adolescent health campaigns. The purpose of this chapter is to review the classic work on inoculation theory, examine recent developments that inform the workings of inoculation and its applications, and suggest directions for future research. The chapter also suggests extending the application of inoculation into the areas of childhood obesity, body image, gang activity, consumer protection, and employee satisfaction, among others.
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