Prevention Research Center, Division of Prevention & Population Sciences, UNM Department of Pediatrics

MSC11 6145
1 University of New Mexico
Albuquerque, NM 87131

Physical Location:
2703 Frontier Ave NE
Research Incubator Building (RIB) Suite 120

Phone: (505) 272-4462
Fax: (505) 272-3955

Behavioral Inoculation through Word-of-Mouth Communication: Is it Possible?

August 19, 2014

Tuesday, August 19, 2014
Prevention Research Center (PRC) Rio Grande Institute (RGI) Journal Club
Behavioral Inoculation through Word-of-Mouth Communication: Is it Possible? (flier)
Inoculation theory seeks to explain how and why people reinforce their beliefs and attitudes to maintain them in the long term, even in the face of influences such as marketing and peer-pressure. According to this theory, people who are exposed in advance to weak versions of counterarguments can develop defenses against them. Behavioral inoculation has been effectively used in politics, marketing, and health.

Article for Discussion: see attached pdf
Compton, Josh, and Pfau, Michael. "Spreading Inoculation: Inoculation,
Resistance to Influence, and Word‐of‐Mouth Communication." 
Communication Theory 19, no. 1 (2009): 9-28.
Please read the above article before the presentation so that we may have a lively discussion afterwards!

Presenter: Courtney FitzGerald, MSSW, LMSW
Time: Noon to 1:00 pm
Place: Research Incubator Building (RIB) Commons 
UNM Campus, 2703 Frontier NE, Albuquerque, NM 87131
For more information please contact Glenda Canaca at (505) 272-4462 or by email at