A study on the development of public campaign messages for organ donation promotion in Korea
Abstract
This study aims to find an effective method of expressing a message in public service ads by investigating whether or not a message framing type affects the outcome. Specifically, the study looks into the effects of messaging on organ donation by identifying how the type of message framing (positive vs. negative) and appeal type (rational vs. emotional) affect the attitude and behavioural intention of the consumer. The individual characteristics...
Paper Details
Title
A study on the development of public campaign messages for organ donation promotion in Korea
Published Date
May 6, 2014
Volume
30
Issue
4
Pages
903 - 918
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