title: Organ donation video messaging: differential appeal, emotional valence, and behavioral intention.
abstract: Video narratives increasingly are used to draw the public's attention to the need for more registered organ donors. We assessed the differential impact of donation messaging videos on appeal, emotional valence, and organ donation intentions in 781 non-registered adults. Participants watched six videos (four personal narratives, one informational video without personal narrative, and one unrelated to donation) with or without sound (subtitled), randomly sequenced to minimize order effects. We assessed appeal, emotional valence, readiness to register as organ donors, and donation information-seeking behavior. Compared to other video types, one featuring a pediatric transplant recipient (with or without sound) showed more favorable appeal (p < 0.001), generated more positive emotional valence (p < 0.01), and had the most favorable impact on organ donor willingness (p < 0.001). Ninety-five (12%) participants clicked through to a donation website after viewing all six videos. Minority race (OR = 1.94, 95% CI = 1.20, 3.13, p = 0.006), positive change in organ donor readiness (OR = 0.26, 95% CI = 0.14, 0.48, p < 0.001), and total positive emotion (OR = 1.05, 95% CI = 1.03, 1.07, p < 0.001) were significant multivariable predictors of clicking through to the donation website. Brief, one-min videos can have a very dramatic and positive impact on willingness to consider donation and behavioral intentions to register as an organ donor.
authors.affiliation: Center for Transplant Outcomes and Quality Improvement, The Transplant Institute, Beth Israel Deaconess Medical Center, Boston, MA, USA; Harvard Medical School, Boston, MA, USA.
authors.forename: J R
authors.initials: JR
authors.lastname: Rodrigue
authors.forename: A
authors.initials: A
authors.lastname: Fleishman
authors.forename: T
authors.initials: T
authors.lastname: Vishnevsky
authors.forename: S
authors.initials: S
authors.lastname: Fitzpatrick
authors.forename: M
authors.initials: M
authors.lastname: Boger
mesh_terms: D000328:Adult; D003657:Decision Making; D006266:Health Education; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D007676:Kidney Failure, Chronic / Q000601:surgery*; D016030:Kidney Transplantation / Q000523:psychology*; D011795:Surveys and Questionnaires; D014019:Tissue Donors / Q000193:education* / Q000523:psychology; D009927:Tissue and Organ Procurement / Q000706:statistics & numerical data*; D014741:Video Recording
keywords: donation education; donor registration; organ donation