Reward for organ donation: is it effective or not as a promotion strategy?. Issue 2 (15th April 2016)

• Record Type: Journal Article
• Authors: Ahn, Jisoo; Park, Hyun Soon
• Is Part Of: International journal of nonprofit and voluntary sector marketing. Volume 21:Issue 2(2016:May)
• Page Start: 118
• Page End: 129
• Publication Date: 2016-04-15
• Subjects: Nonprofit organizations -- Marketing -- Periodicals; Marketing -- Periodicals; 658.0480688
• DOI: 10.1002/nvsm.1550
• Languages: English
• ISSNs: 1465-4520

Abstract

Abstract: This study aims to investigate the effects of the rewards for organ donation as a promotion strategy, which is part of a campaign to promote organ donation in Korea by the non‐profit organization Korean Network for Organ Sharing. This study examines how the effects of rewards for organ donation differ in terms of reward types, public self‐consciousness, and stages of change. An interaction effect between types of reward, stage of change, and the degree of public self‐consciousness was found. Reward type and stage of change were found to function as moderators of the effect of public self‐consciousness on the intention to register for organ donation. The effect of public self‐consciousness on the intention for organ donation was positive and statistically significant among those who were in the contemplation stage and exposed to non‐material types of reward. On the other hand, the effect of public self‐consciousness on the intention for organ donation was negative among those in the pre‐contemplation stage and exposed to material types of reward. Practical implications for organ donation organizations are suggested. Copyright © 2016 John Wiley & Sons, Ltd.