Institute of Communication and Health, Università della Svizzera italiana, Lugano, Switzerland.
Institute of Communication and Health, Università della Svizzera italiana, Lugano, Switzerland.
Patient Educ Couns. 2018 May;101(5):824-829. doi: 10.1016/j.pec.2017.12.019. Epub 2017 Dec 29.
Organ transplantation is plagued by limited availability of organs. This study investigated the effect of messages promoting organ donation which were customized according to the language-defined micro-cultures in Switzerland.
Community-, informative-, and emotional-oriented messages were carried by conventional flyers. A 3 × 3 between-subjects experiment was conducted with short- and long-term willingness to donate, long-term signing of organ donation card and long-term interpersonal communication on organ donation as outcome variables.
The culturally customized interventions appeared to have no immediate effect and consequently no differential effect on willingness to donate organs and on signing a donor card. Among the Swiss Germans, of the three messages, the community-oriented one instigated less interpersonal communication.
Findings are consistent with a mechanism in which the message does not have an immediate effect on willingness to donate organs but motivates further thought and related behaviors that lead to higher commitment and later increased willingness to donate.
Targeting not only the message but also the objective that drives the messages must be considered. Campaigns should include elements that build on the unfolding commitment process to promote the follow-up actions that lead to greater willingness.
器官移植受到器官来源有限的困扰。本研究调查了根据瑞士语言定义的微观文化定制的器官捐赠宣传信息对器官捐赠意愿的影响。
通过传统传单传递面向社区、信息和情感的信息。采用 3×3 被试间实验，以短期和长期的捐赠意愿、长期签署器官捐赠卡以及长期人际间器官捐赠交流为因变量。
文化定制干预似乎没有即时效果，因此对器官捐赠意愿和签署捐赠卡没有差异影响。在瑞士德语人群中，三种信息中，面向社区的信息激发的人际间交流较少。
研究结果与一种机制一致，即信息不会对捐赠器官的意愿产生即时影响，但会激发进一步的思考和相关行为，从而导致更高的承诺和随后更高的捐赠意愿。
不仅要针对信息，还要针对驱动信息的目标进行考虑。宣传活动应包括基于承诺过程展开的元素，以促进后续行动，从而提高捐赠意愿。
