Psychology & Marketing

Skip to Search

Skip to Navigation

Volume 4 Issue 2 (Summer 1987), Pages fmi-fmi, iii-iii, 93-165

Inoculation theory and resistance to persuasion in marketing (pages 157-165)


Marketing has benefitted tremendously by psychological theories of persuasion. Unfortunately marketers have not taken full advantage of the psychological perspectives upon instilling resistance to persuasion. The purpose of this paper is to provide a review and analysis of the extant research in psychology and marketing pertaining to resistance to persuasion. Directions for future research are also discussed.

Add This link

Bookmark and Share>