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Expertise and prior attitude: Explor...

Wood, Michelle L. M.

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Expertise and prior attitude: Exploring new moderators in the context of inoculation research.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Expertise and prior attitude: Exploring new moderators in the context of inoculation research./
作者:	Wood, Michelle L. M.
面頁冊數:	234 p.
附註:	Adviser: Michelle R. Nelson.
Contained By:	Dissertation Abstracts International67-06A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3222802
ISBN:	9780542730122

Expertise and prior attitude: Exploring new moderators in the context of inoculation research.
Wood, Michelle L. M.

Expertise and prior attitude: Exploring new moderators in the context of inoculation research. - 234 p.

Adviser: Michelle R. Nelson.

Thesis (Ph.D.)--The University of Wisconsin - Madison, 2006.

Inoculation messages employed in past studies have been consistently preventative. Yet, if inoculation treatments are to be used in mass media campaigns, researchers need to know what the effects will be on all audience members---not just those known to support a message sponsor's position. As such, this study examined subjects' preexisting attitudes toward the study topic as a potential moderator. Expertise/prior knowledge was introduced as a second moderator. It was expected to help account for unique priming effects among individuals, especially given the recent focus on priming as an alternative explanation for how inoculation treatments confer resistance (see Pfau et al., 2003, 2004). The topic of agricultural biotechnology was selected because preexisting attitudes and consumer knowledge about the issue vary widely among U.S. consumers (International Food Information Council, 2005; Shanahan et al., 2001).

ISBN: 9780542730122Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Expertise and prior attitude: Exploring new moderators in the context of inoculation research.
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245 1 0 $a Expertise and prior attitude: Exploring new moderators in the context of inoculation research.
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520 $a Inoculation messages employed in past studies have been consistently preventative. Yet, if inoculation treatments are to be used in mass media campaigns, researchers need to know what the effects will be on all audience members---not just those known to support a message sponsor's position. As such, this study examined subjects' preexisting attitudes toward the study topic as a potential moderator. Expertise/prior knowledge was introduced as a second moderator. It was expected to help account for unique priming effects among individuals, especially given the recent focus on priming as an alternative explanation for how inoculation treatments confer resistance (see Pfau et al., 2003, 2004). The topic of agricultural biotechnology was selected because preexisting attitudes and consumer knowledge about the issue vary widely among U.S. consumers (International Food Information Council, 2005; Shanahan et al., 2001).
520 $a Five hundred fifty-eight subjects recruited from journalism, communication, and agriculture-related courses at the University of Wisconsin-Madison and the University of California at Davis completed the three-phase experiment spanning three weeks. Subjects in the treatment condition read an inoculation message supporting agricultural biotechnology during week two; control subjects were not provided with the message. All subjects read a message attacking agricultural biotechnology in week three.
520 $a A key finding was that inoculation was effective for subjects who were initially supportive, neutral, and opposed. For each group, subjects exposed to the inoculation message had more positive attitudes toward agricultural biotechnology following the attack message than their respective controls. These positive results suggest that researchers should not be constrained by the medical inoculation analogy to use inoculation techniques with supportive subjects only.
520 $a The study also extends inoculation theory by clarifying what type of information is primed by inoculation treatments for use in the counterarguing process. Inoculation treatments primed playback information provided directly in the inoculation message, but not novel information retrieved from subjects' memory. Additionally, experts were found to make significantly greater use of both playback and novel messages than novices. The results suggest that experts experienced spreading activation of information in memory, as well as top-down retrieval of recently primed information as explained by the storage bin model.
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