Persuasive health messages : affective versus cognitive stimuli and the marrow donation willingness model : an honors thesis (HONRS 499)

摘要

Cognitive and affective reactions to persuasive health messages have been examined, but few studies have evaluated the effectiveness of such messages in the context of organ donation. Specifically, no studies have examined the consequences of affective versus cognitive stimuli on intent to register to donate bone marrow. The goal of this study was to assess the persuasive value of statistical and narrative evidence in the realm of bonemarrow donation. A focus group revealed that narratives are generally the most persuasive type of evidence, that statistics should be used only when framed positively, and that statistical evidence can elicit affective responses. Implications for future research and bone marrow donation campaigns are explored.