A study on the development of public campaign messages for organ donation promotion in Korea

Bibliographic Data

ID22945203
AuthorsHong‐Jin Sun (0000-0003-3084-2527, Tongmyong University, corresponding author), H-J Sun
Year2015
Volume30
Issue4
Pages903-918
Publication date2015-12-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueHealth Promotion International (JOURNAL)
Journal identifiersISSN: 0957-4824 • E-ISSN: 1460-2245
PublisherOxford University Press (OUP) (PUBLISHER)
DOI10.1093/heapro/dau023
PMID24800757
OpenAlexW2150104758
LanguageEN
Citations received4
References cited41

This study aims to find an effective method of expressing a message in public service ads by investigating whether or not a message framing type affects the outcome. Specifically, the study looks into the effects of messaging on organ donation by identifying how the type of message framing (positive vs. negative) and appeal type (rational vs. emotional) affect the attitude and behavioural intention of the consumer. The individual characteristics of each subject such as altruistic mind, level of self-monitoring and issue involvement were selected as intermediate variables that may affect the impact of a message. The study therefore tries to establish a proposition that can be used to generate an effective promotional message on organ donation in a systematic way.

Advertising · Affect (linguistics) · Appeal · Business · Donation · Framing (construction) · Framing effect · Organ donation · Persuasion · Political science · Promotion (chess) · Communication · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Medicine · Psychology · Social Psychology · Technology Adoption and User Behaviour · Transplantation

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