Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Legitimization of paltry donation (LPD) strategy, “even a penny helps” has been studied in an effort to solicit compliance to donate (e.g., Cialdini & Schroeder 1976). Previous studies have reported that LPD greatly increased the rate of donation, although at the cost of decreased amount of donation (e.g., Fraser, Hite, & Sauer, 1988). In order to maintain a high donation amount with a high rate of compliance, social proof (SP) strategy was employed. The current study, therefore, included four conditions (i.e., control condition, LPD, SP, and LPD/SP combined) to examine the effectiveness of these soliciting messages on the rate of compliance and the amount of donation money both in the survey experiment and the field study. Some theoretical explanations for LPD and SP strategies are provided. The LPD and SP strategies used in combination obtained the highest rate of compliance compared with the other conditions in both studies. The results of message effect on the donation money were not entirely consistent across studies with diverging methods. The implications of the current study were discussed.

Publication Type: Interactive Paper (Poster)
Abstract: The current study recruited participants from the U.S. and Korea and examined False Consensus Effect (FCE) and estimation regarding organ donation, focusing on whether people who were willing or unwilling to donate organs and to discuss with parents about organ donation would differ in their perception of other people’s willingness to donate their organs and to have discussion with parents about organ donation. Results showed that participants willing or unwilling to donate organs posthumously or discuss with parents about organ donation did not differ in their perception of the prevalence of those behavioral willingness. Participants in both countries, however, underestimated the prevalence of willingness for organ donation and willingness for family discussion about organ donation.

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: To test the impact of different campaign strategies, we conducted a year-long campaign to promote organ donation among university faculty, staff, and students. 2 universities were assigned to each of 3 conditions: a media-only campaign, a mass media-plus-interpersonal outreach condition, and a control condition. Universities were counterbalanced by geographic region and diversity of population. Changes from pretest to posttest on the key dependent measures including signing a donor card and discussing donation with family members, were significantly greater in the media-plus-interpersonal condition than either the mass media only or control conditions. Implications for the creation of campaigns to promote other health behaviors are examined.

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: The current study examined whether donating one’s organs as social responsibility and not donating one’s organs as individual right influenced two behavioral intentions critical to organ donation: intention to enroll in an organ donor registry and to engage in family discussion about becoming an organ donor. In addition, the current study examined whether Caucasian Americans and Asian Americans differed in how strongly social responsibility and individual right were related to organ donation intentions. Results showed that belief on organ donation as social responsibility was a significant predictor of intention to enroll in a donor registry, but that the influence of social responsibility on intention to enroll was stronger for Caucasian Americans than for Asian Americans. On the other hand, keeping organs as individual right was negatively associated with the intention to enroll only among Asian Americans, but not among Caucasian Americans. Regarding intention to engage in family discussion, only social responsibility was a significant positive predictor with no difference between Caucasian Americans and Asian Americans. Interpretation of results and implications for communication campaigns are discussed.

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: The effects of message framing on reactions to messages promoting organ donation were examined in 3 experiments. In Study 1, students (N = 189) responded to either a gain-framed or loss-framed message about organ donation. Study 2 (N = 318) and Study 3 (N = 433) examined the role of psychological reactance as a mediator between framing and reactions. Results indicated an effect for framing across the three studies. Psychological reactance was found to mediate the relationship between framing and message reactions.