An Exploration of Transportation and Psychological Reactance in Organ Donation PSAs |
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| Authors: | Amber M Reinhart Ashley E Anker |
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| Institution: | 1. University of Missouri–Saint Louis reinhartam@umsl.edu;3. State University of New York , Buffalo |
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| Abstract: | The present study expands on prior work on the use of narratives in persuasive communication by examining students’ (N = 201) reactions to six organ donation public service announcements (PSAs). Reactions to the type of appeal, donor-focused or recipient-focused, were also explored. Results indicated that being immersed in the PSA was positively associated with message reactions and negatively associated with threats to overall freedom of choice when deciding whether or not to become an organ donor. Those perceived threats partially mediated the relationship between immersion into the story of the PSA and message reactions, such that increased threats were associated with reduced message reactions. Individuals exposed to the recipient-focused appeals were more interested in the narrative of the PSAs than those exposed to donor-focused appeals. Results are discussed in the context of future message and campaign development. |
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| Keywords: | Health Campaigns Organ Donation Persuasion PSAs Reactance Transportation |
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