EFFECTS OF MESSAGE FRAMING AND EXEMPLARS ON PROMOTING ORGAN DONATION

People in many countries are unwilling to donate organs. Drawing on previous research regarding the use of message framing and the theory of exemplification promoting intentions to donate organs, this study examined messaging strategies. This study used a 2 x 2 between-subjects factorial design to examine the joint effects of gain/loss frames and statistical/exemplar appeals on the intentions of 189 Taiwanese college students (108 women, 81 men; age range = 19-24 yr., M = 21.6, SD = 2.9) regarding organ donation. Each participant was randomly assigned to read one of four versions of an organ donation promotional message and then to complete a questionnaire. The analysis of variance showed a significant interaction between the two factors. Loss-exemplar messages elicited significantly more positive intentions toward donation than did loss-statistical messages. There was no significant difference between the statistical and exemplar appeals observed under the gain-framed condition. The practical implications of developing effective organ donation promotional materials and the limitations of this study are discussed.