The Influence of Prior Thought and Intent on the Memorability and Persuasiveness of Organ Donation Message strategies

Abstract

This study examines the influence of prior thought and intent to sign an organ donor card on the memorability and persuasiveness of one-sided and refutational messages about organ donation. Prior thought and intent about donation was found to exert a strong influence on belief and behavior change but not on attitude change. Regardless of message type, respondents low in prior thought and intent to sign an organ donor card exhibited a negative belief change about the need for organ donation and took fewer organ donor cards (59%), whereas respondents high in prior thought and intent exhibited positive belief change and took significantly more organ donor cards (84%). Memorability of the messages was influenced by prior thought and intent, message type, and fear invoked by the messages. The next task for researchers interested in persuasion about organ donation is to find a message that induces positive belief, attitude, and behavior change in those low in prior thought and intent to sign an organ donor card.