Literature Review on the Proposition and Application of the Inoculation Theory

Abstract

Inoculation theory is a vehicle for instilling resistance against frustration, which derived from a biological analogy, helping individuals better judging the positive attitude and beliefs by providing a weakened form of an infectious virus. Based on the review of the previous literature, this study defines the main idea of inoculation theory, concludes influences which include forewarning, involvement and personal attitude, emphasizes the application achievements on customer inoculation, and finally provides some advice for the future research.