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

Abstract

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.

Attribution of Egoistic Versus Altruistic Motives to Acts of Helping

“…These statements were presented intermixed with four statements referring to altruistic motives (adapted from different scales; Ellen et al, 2006; Sun, 2014; Walker, Heere, Parent, & Drane, 2010): “The helper has a long-term interest in society,” “…likes to work for the welfare of others,” “…is trying to give something back to society,” and “…feels a moral obligation to help” (Cronbach’s α = .82).…”

“…These statements were presented intermixed with four statements referring to altruistic motives (adapted from different scales; Ellen et al, 2006;Sun, 2014;Walker, Heere, Parent, & Drane, 2010): "The helper has a long-term interest in society," ". .…”

Examining the Effect of Self-Determined Appeal Organ Donation Messages and Respective Underlying Mechanism

“…Chien and Chang [ 21 ] conducted an experiment and discovered that a loss-framed exemplar message generated more positive intentions toward organ donation than loss-framed statistical messages. Moreover, Sun [ 22 ] also revealed that positively framed message elicited more positive attitude towards organ donation and emotional appeal message resulted in a higher intention of becoming an organ donor via an experimental design. In the similar vein, this study focuses on how self-determined appeal organ donation messages influence people’s attitude and intention of organ donation.…”

The role of Confucianism in South Korea's emergency management system

“…Even though a ritual does not facilitate adjustment to the world in a revolutionarily manner, it has many positive aspects (Yun, 2010;Sun, 2015). Rather, ritual conduct may serve as a robust base for active individual freedom.…”

“…Confucius said that adjustment to the world would be heightened significantly by following rituals. Even though a ritual does not facilitate adjustment to the world in a revolutionarily manner, it has many positive aspects (Yun, 2010;Sun, 2015). When there are differences between the emergency capacity and resources of major participants, many are accustomed to bridging gaps according to an existing ritual.…”