Statistics or Stories, Black or White? Examining Influences of African American Organ Donation

There is a huge disparity in the number of African Americans that are registered organ donors and the number of individuals that need an organ. This study examines some of the factors that may play a role in influencing African Americans to become organ donors. An experiment was conducted using Caucasian and African American anthropomorphic agents to present manipulated information about organ donation (narrative vs. statistical as well as the difference in agent race). Findings showed that narratives were slightly more successful in increasing intentions to donate than statistics. Respondents did not identify with the African American agent more than the Caucasian agent, but they were more likely to become a donor after viewing the video presented, with mixed results as to which agent was more persuasive.