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Communication Research
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Conferring Resistance to Peer Pressure Among Adolescents

Using Inoculation Theory to Discourage Alcohol Use

LINDA C. GODBOLD

MICHAEL PFAU

In this study, 417 sixth graders who were nondrinkers participated in a test of inoculation theory. Students viewed either a normative or information-based antidrinking public service announcement (PSA) or a neutral PSA unrelated to alcohol. Half of the students immediately saw a set of commercials that included beer advertisements. All students then completed a questionnaire measuring threat vulnerability, perceptions of peer acceptance of alcohol use, attitudes, and behavioral intentions. Two weeks later, the remaining group viewed the commercials. The students again completed the questionnaire. Immediately after viewing, the normative PSA produced lower estimations of peer acceptance of alcohol than did either the informational or neutral PSAs. When viewing commercials immediately following the PSAs, students were most resistant to persuasion both immediately following viewing and 2 weeks later. Path models revealed that estimates of peer acceptance and threat vulnerability affected resistance.

Communication Research, Vol. 27, No. 4, 411-437 (2000)
DOI: 10.1177/009365000027004001
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