Altruism versus Guilt: Message Framing in Organ Donation Public Service Announcements (PSAs)

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

Abstract

Message framing was explored through the analysis of respondents’ (N = 312) message reactions, perceived manipulative intent, and psychological reactance to PSAs inducing viewers to become organ donors. Results indicated respondents watching the gain-framed PSA had more favorable reactions and experienced less psychological reactance and perceived manipulative intent than those watching the loss-framed PSA. Perceived manipulative intent was found to mediate the relationship between framing and message reactions and psychological reactance partially mediated the relationship.

Authors

• Amber Reinhart, University of Missouri, St. Louis

• Heather Traino, Virginia Commonwealth Univ