An Experimental Investigation of Social Identification on College Student Organ Donor Decisions. Issue 3 (2nd July 2016)

• Record Type: Journal Article
• Authors: Dillow, Megan R.; Weber, Keith
• Is Part Of: Communication research reports. Volume 33:Issue 3(2016)
• Page Start: 239
• Page End: 246
• Publication Date: 2016-07-02
• Subjects: Health Campaigns -- Organ Donation -- Social Identification -- Social Identity Theory; Communication -- Periodicals; 302.2
• DOI: 10.1080/08824096.2016.1186630
• Languages: English
• ISSNs: 0882-4096

Abstract

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.