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academic environment after-only group agent against competitors analysis of variance Attack Attack attack effects attack message Attack No Attack censorship item completing the questionnaire culturally held truisms current research defenses degree of acceptance discrepant information Dolich Dummy Messages experimental factorial analysis factors fixed effects model health-oriented cultural truisms High prestige source immu immunization High prestige Immunization Medium prestige IMMUNIZATION Source immunizing effectiveness induce resistance initial belief level inoculation jects level of attack level of immunization Main Effect marketing applications McGuire and Papageorgis Medium prestige source Messages 3 Dummy non-users Pennsylvania State University prestige source immunization produced large mean product life cycle questionnaire twice raw scores refuted RESEARCH HYPOTHESIS resistance to attitude second questionnaire significant source effects source immunization Medium Source Sum Square F-ratio Attack Squares df strong attack strongly held studies subpopulation Sum of Squares sumers supporting information supporting or discrepant two-sided communication value on Questionnaire weakened counterarguments