Inoculation research has traditionally evaluated both treatment and attack messages delivered in lengthy formats-paragraphs of text with extended arguments. In this study, in addition to using a traditional inoculation message format, inoculation messages were delivered via terse SMS/text messages. Specifically, inoculation was delivered as part of a three-terse-message series or a one-terse-message series in which inoculation was conceptualized (in alignment with the medical analogy) in parallel to the Pfizer-BioNTech and Moderna vaccines for COVID-19 that required multiple doses for "fully vaccinated" status. Attack messages were designed as succinct social media messages. Results reflected parallels to the biological metaphor, as the three-dose regimen elicited higher resistance compared to the control and the one-dose regimen, the latter of which itself provided higher resistance compared to control.

This study examines how gender shapes college students’ mental health help-seeking using the Theory of Planned Behavior (TPB). Although Generation Z students report high levels of psychological distress, engagement with campus mental health services remains low. Gender-homogeneous focus groups were conducted with undergraduate students at a large southeastern university to explore attitudes, subjective norms, and perceived behavioral control related to seeking professional help and discussing mental health with peers. Findings revealed clear gender differences across all TPB constructs. Male students commonly associated help-seeking with weakness, described strong stigma within peer groups, and reported limited knowledge of how to access services. Female students expressed greater openness toward emotional disclosure and help-seeking in principle but reported logistical barriers, long wait times, and ethical hesitation about using resources perceived as scarce. In peer contexts, males largely avoided mental health conversations, whereas females described frequent emotional sharing that seldom transitioned into formal help-seeking. These findings suggest the need for qualitative gender-responsive approaches to promoting campus mental health services.

This experiment examined preemptive strategies against binge drinking among college students. Given the pervasiveness of heavy drinking on college campuses, the study explored the potential to employ inoculation and narrative messages to protect preexisting negative attitudes about binge drinking from a pro-binge-drinking attack message. Utilizing a three-phase experiment, the current investigation explored the impact of different communication strategies (inoculation, narrative, control) on binge drinking attitudes. The experimental results indicated that for college students exposed to a pro-binge-drinking message, inoculation worked better than both narrative and control messages. As such, inoculation messages have the potential to protect attitudes toward binge drinking.

The persuasion literature shows robust support for the effectiveness of inoculation as a resistance strategy. Despite our more nuanced understanding of the theoretical process, scholars have yet to investigate how individuals experience inoculation as it occurs. Researchers conducted 31 in-depth interviews of men in a residential recovery facility. Interviews were collected at multiple points during the presentation of an inoculation message in order to collect participants' perceptions and responses to each message component. Deductive thematic analysis was used to determine how and why responses are elicited during inoculation, based on theoretical predictions. Findings illustrate that threat is experienced differently at multiple points throughout the inoculation message, suggesting that the forewarning and weakened counterarguments elicit unique expressions that resemble apprehension and motivation, respectively. Additionally, counterarguments stemming from the message content often take the form of direct refutations, focusing primarily on the long-term negative consequences of the threat (i.e., relapse).

Older adults are at increased risk for health-related complications that are directly tied to nutrition (National Center for Chronic Disease Prevention and Health Promotion, Indicator definitions- Older adults, 2015; Nutritional risk among elderly rural midwestern women. Family and Consumer Sciences Research Journal, 3, 2000). This study developed curricula to teach older adults nutrition basics. The sample consisted of older adults participating in Senior Nutrition Program services in Kentucky. An in depth analysis of the feasibility and acceptability is discussed. Process evaluation focus groups revealed self reported knowledge gains related to reading a nutrition facts label, the ability to judge portion size, and greater awareness of grocery spending. Participants highlighted decreased calorie intake due to knowledge gains. Results offer practical implications for providing nutrition education to older adults.

PurposeResearch is needed regarding how to influence young adults' patterns of cell phone use while driving, amid social pressures to stay connected to their peers. Such insight could form the basis of a social marketing campaign. This study aims to explore the potential of inoculation and narrative messages as strategies to protect (i.e. generate resistance against) negative attitudes toward texting and driving. Design/methodology/approachUsing a three-phase experiment, the investigation explored the impact of different communication message strategies (i.e. inoculation, narrative, control) aimed at reducing texting while driving. FindingsResults indicated that, for college students exposed to messages in support of texting and driving, inoculation messages were superior to both narrative and control messages. These findings can guide the development of strategic social marketing interventions. Practical implicationsSocial marketing scholars and practitioners should consider weaving inoculation messages throughout social marketing campaigns focused on this important issue. Originality/valueTo the authors' knowledge, this is the first study to evaluate and compare inoculation and narrative strategies in the context of texting and driving.

Amid the COVID-19 pandemic, research is needed to translate knowledge of vaccine attitudes into strategic interventions aiming to increase vaccine uptake. The current study gleaned formative data on vaccination attitudes among underserved Black populations in the United States, with particular focus on the impact of conversations between Black individuals and medical professionals. Historically, Black Americans have reported mistrust with the American healthcare system, as a result of systemic and systematic mistreatment. The current investigation aimed to better understand Black people’s experiences with medical professionals within the novel context of the COVID-19 pandemic. Specifically, researchers facilitated community-engaged focus groups and individual interviews to better understand Black individuals’ attitudes about COVID-19 vaccine uptake. In partnership with predominantly Black churches and a local university, investigators recruited community members to share their perspectives on the COVID-19 pandemic, COVID-19 vaccines, and interactions with the medical community. This insight can be used to strategically design messaging interventions grounded in theories of persuasion to promote vaccination, including boosters, among hesitant Black individuals. This audience insight is useful as individuals who remain hesitant to receive COVID-19 vaccines may require tailored, sophisticated interventions.

Although inoculation theory was originally developed as a prophylactic strategy to protect favorable attitudes from challenges, scholars have begun to demonstrate the potential for therapeutic inoculation aimed at audiences with unfavorable and neutral attitudes. The current investigation builds on our previous work showing that inoculation messages fostered attitude change and protection among people who originally held negative and neutral attitudes. We return to our original three-phase experiment to explore the previously-unconsidered role of threat and counterarguing for promoting resistance in therapeutic inoculation. Results indicate that, while audiences with initially favorable attitudes demonstrated elevated levels of threat and counterarguing, neutral and opposed audiences did not. These results suggest that different mechanisms may drive resistance in the therapeutic inoculation among audiences who initially hold neutral and opposing attitudes.