Department of Communication, Georgia State University, Atlanta, GA 30302-4000, USA.
Health Commun. 2010 Dec;25(8):758-69. doi: 10.1080/10410236.2010.521923.
The decision to become an organ donor involves considering both self-relevant risks and the needs of others. This study applied prospect theory to examine how news exemplar message frames that focus on the possible survival or death of a potential organ transplant recipient affect participants' willingness to become organ donors. Perceived personal risk and ambivalence were examined as moderating variables. Results indicate that risk, rather than ambivalence, played an instrumental role in participants' decisions to donate. Although no main effects or interactions related to message frame emerged in initial analyses, a supplemental analysis revealed an interaction such that there was a modest persuasive advantage for the loss-framed message among low-risk participants. Findings suggest that vivid exemplar message frames, compared to other types of more explicit organ donor appeals, may be associated with unique decisions about organ donation.
成为器官捐献者的决定需要考虑到自身相关的风险和他人的需求。本研究应用前景理论来检验关注潜在器官移植受者存活或死亡可能性的新闻范例信息框架如何影响参与者成为器官捐献者的意愿。感知到的个人风险和矛盾心理被视为调节变量。研究结果表明，风险而非矛盾心理在参与者的捐赠决定中起着重要作用。尽管初步分析中没有出现与信息框架相关的主要效应或交互作用，但一项补充分析显示出一种相互作用，即在低风险参与者中，损失框架信息具有适度的说服力优势。研究结果表明，与其他类型更明确的器官捐献呼吁相比，生动的范例信息框架可能与器官捐献的独特决策有关。
