The potential of inoculation in promoting resistance to the effectiveness of comparative advertising messages

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Abstract
The use of comparative messages in commercial advertising has grown in recent years. This investigation posits a strategy of resistance to the influence of comparative messages, examining the potential of the inoculation message strategy to deflect the persuasiveness of comparatives. The results indicated a modest potential for the inoculation approach. Although the results confirmed that inoculation pretreatments confer resistance to the influence of comparative messages, particularly on behalf of high‐involving products, effect sizes were small. Possible limitations of the inoculation construct in its application to commercial advertising are explored.