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• W2076355291 abstract "Student credit card debt is a growing problem. This study explores the effectiveness of the inoculation strategy to foster resistance to credit card marketing targeting college students. In order to explore further the medical analogy on which the inoculation strategy is based, this study was the first systematically to alter the argument strength of both the counterarguments and refutations in the inoculation pretreatment message to determine whether argument strengths impact effectiveness of inoculation treatments. In addition, this investigation explored whether inoculation spreads from person to person via social channels, similar to the marketing concept of viral marketing. Results indicated that conventional inoculation treatment messages successfully inoculated college students against credit card advertisements, manifested in attitude valence and behavioral intentions, and that matching argument strength is the most effective inoculation strategy." @default.
• W2076355291 created "2016-06-24" @default.
• W2076355291 creator A5068007115 @default.
• W2076355291 creator A5074740850 @default.
• W2076355291 date "2004-10-01" @default.
• W2076355291 modified "2023-10-11" @default.
• W2076355291 title "Use of inoculation to foster resistance to credit card marketing targeting college students" @default.
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• W2076355291 doi "https://doi.org/10.1080/0090988042000276014" @default.
• W2076355291 hasPublicationYear "2004" @default.
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