The Persuasive Effects of Audiovisual PSAs to Promote Organ Donation: The Mediating Role of Psychological Reactance

• In Event: The role of the media in promoting organ donation

Abstract

Two studies examined the use of, and audience response to, Marwell and Schmitt’s (1967) persuasive strategies in public service announcements [PSAs] about organ donation. Study one indicted strategies are relatively homogeneous, with liking, altruism, and positive self-feelings tactics employed most frequently. Study two indicted psychological reactance mediates the relationship between persuasive strategies designed to active impersonal commitments and message reactions. Results are framed in terms of future prosocial campaign planning.

Authors

• Katherine LaVail, State University of New York, Buffalo

• Ashley Anker, State University of New York, Buffalo

• Thomas Feeley, State University of New York, Buffalo

• Amber Reinhart, University of Missouri, St. Louis