An Experimental Investigation of Social Identification on College Student Organ Donor Decisions |
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Authors: | Megan R Dillow Keith Weber |
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Affiliation: | 1. Department of Communication Studies, West Virginia University;2. Department of Communication Studies, Chapman University |
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Abstract: | This investigation examined whether persuasive organ donation messages that target individuals’ identification with a salient social group will be more effective in encouraging these individuals to become organ donors than will information-only persuasive messages. Participants were randomly assigned to view one of two pro-organ donation messages, both of which included basic information about organ donation (need, number of registered donors, etc.) while one also targeted social identity. Findings indicate that individuals exposed to a social identification message were more likely to click a link that allowed them to officially register as organ donors. These results offer support for the utility of social identification as a health communication campaign strategy for increasing organ donation. |
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Keywords: | Health Campaigns Organ Donation Social Identification Social Identity Theory |
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