Abstract
ABSTRACT Inoculation theory is a theory of resistance to influence that builds on analogous relationships with medical vaccination. In short: Exposure to weakened forms of challenges motivates resistance to stronger challenges encountered later. Throughout its 60 + year lifespan, scholars have applied inoculation theory as a messaging strategy across issues and contexts, including politics, health, and commerce. Additionally, inoculation theory scholarship has clarified how inoculation messaging confers resistance, moving beyond the traditional components (threat and refutational preemption) to consider other factors, including emotions. This article reviews key findings in inoculation theory research and then proposes particularly promising areas for future research.
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