Tag: Marketing communications
We argue inoculation messages provide a less expensive and a more potent, intrinsically motivating approach to contest post-purchase dissonance and dissatisfaction. Bobi Ivanov, Kimberly Parker, & Josh Compton…
Compton, J., & Pfau, M. (2004, May). Use of inoculation to foster resistance to credit card marketing toward college students [paper presentation]. International Communication Association, New Orleans, LA, United States.