Tip - SurroundHealth: Inoculation Theory

The Inoculation theory, developed by William McGuire in 1961, is useful in preventing a target audience from acquiring a negative behavior. The theory states that if an audience is informed of the dangers and/or negative consequences of a certain behavior, they are less likely to adopt the negative behavior when persuaded to. The attempts at persuading the audience can be done formally through commercial media or informally by a peer. The name of the theory comes from analogy made...