Testing Mechanisms and Effects of Opposition-Targeted Inoculation and Visual Strategies to Promote Health Policy

Authors

  • Jiawei Liu Department of Communication Cornell University
  • Andy J. King Greenlee School of Journalism and Communication Iowa State University
  • Jeff Niederdeppe Department of Communication Cornell University

Keywords:

inoculation theory, anger, counterarguing, visual persuasion, health policy

Abstract

Inoculation theory predicts messages forewarning people of opposing arguments can offset the effects of subsequent exposure to oppositional messages. Tests of inoculation rarely explicate the mechanisms of inoculation messages that specify oppositional targets or use visual evidentiary strategies. We test the effects of targeted inoculation and visual imagery on public support for restricting the marketing of sugary drinks to youth. A targeted inoculation message reduced the effects of anti-policy messages on policy support by evoking anger and counterarguing immediately after exposure to the inoculation message, but not after a one-week delay. Adding visual imagery provided no inoculation benefit.

Author Biographies

Jiawei Liu, Department of Communication Cornell University

Jiawei Liu is a postdoctoral associate in the Department of Communication at Cornell University. 

Andy J. King, Greenlee School of Journalism and Communication Iowa State University

Andy J. King is an Assistant Professor in the Greenlee School of Journalism and Communication at the Iowa State University. 

Jeff Niederdeppe, Department of Communication Cornell University

Jeff Niederdeppe is a Professor in the Department of Communication at Cornell University. 

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Published

2022-06-13

Issue

Vol. 16 (2022)

Section

Articles

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