Entertainment-education and recruitment of cornea donors: the role of emotion and issue involvement.
This study examined the role of emotional responses and viewer's level of issue involvement to an entertainment-education show about cornea donation in order to predict intention to register as cornea donors. Results confirmed that sympathy and empathy responses operated as a catalyst for issue involvement, which emerged as an important intermediary in the persuasion process. Issue involvement also was found to be a common causal antecedent of attitude, subjective norm, and perceived behavioral control, the last two of which predict intentions unlike attitude, which does not. The revised path model confirmed that involvement directly influences intention. The findings of this study suggest that adding emotion and involvement in the Theory of Planned Behavior (TPB) enhances the explanatory power of the theory in predicting intentions, which indicates the possibility of combining the Elaboration Likelihood Model (ELM) and the TPB in the prediction of human behaviors.
Bae
Hyuhn-Suhck
HS
Department of Media & Communication, Yeungnam University, 214-1 Dae-dong, Gyungsan-si, Gyungbuk 712-749, South Korea. baehyuhn@ynu.ac.kr
D000328:Adult; D016039:Corneal Transplantation / Q000523:psychology*; D004644:Emotions; D005260:Female; D006266:Health Education; D006801:Humans; D007723:Korea; D016013:Likelihood Functions; D008297:Male; D011795:Surveys and Questionnaires; D013690:Television; D014019:Tissue Donors / Q000523:psychology*; D009927:Tissue and Organ Procurement / Q000379:methods*