The Persuasive Effects of Audiovisual PSAs to Promote Organ Donation: The Mediating Role of Psychological Reactance

The content and effects of organ donation public service announcements (PSAs) were analyzed in 2 studies. Study 1 identified 17 30-second PSAs in the public domain and coded them for content using Marwell and Schmitt's (1967) persuasive message typology. Common codes identified included liking, positive self-feeling, altruism, and moral appeal. Study 2 measured undergraduate students' evaluations of persuasive strategies, psychological reactance, and message reactions. Results indicated that PSAs were not perceived differently on the basis of donor status or message condition. However, students' perceptions of persuasive strategies were influential based on donor status. For non-donors, psychological reactance fully mediated the relationship between perceptions of impersonal commitments strategies and message reactions, such that increased psychological reactance was associated with reduced message reactions. For donors, psychological reactance and perceptions of persuasive strategies had no effect on message reactions. Results are discussed in the context of campaign development.