Inoculation Theory as a Strategic Tool

Good theories may provide practitioners with tools to guide and shape their strategies. Consequently, the better these theory-based strategies perform in single and multiple contexts, the more practically useful the theories become. A good example of a theory with such practical utility is the theory of inoculation. Labeled as the “grandparent theory of resistance to attitude change”, over 50 years of research have established inoculation theory as one of the most recognizable theories in the areas of persuasion research, in general, and resistance research, in particular. This chapter begins with an introduction of inoculation theory’s conception, logic, theoretical mechanisms, and boundaries. It reviews the diverse contexts in which the theory has been practically applied and/or tested and proposes additional contexts in which the theory may be applied with success. The chapter concludes with suggestions for, and an example of, how to design inoculation theory-based messages for practical application.