These results demonstrate that paradigms from other fields, like decision-making, might help to communicate more effectively the potential of xenotransplantation, modulating patients' affective reactions and allowing them to understand the potential strengths of this biomedical technology.

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The present study demonstrates that the evaluation context may increase the impact of affective reactions and reduce healthy people's ability to use information on the potential benefit of a novel biomedical technology. Regardless of the evaluation context, patients always rely on affective reactions and show an overall preference for the human organ.