The media factor influencing the effect of organ donation advocacy in South Korea

Abstract

In this study, we investigated the influence of the media factor on the effect of and resistance to media advocacy for organ donation by conducting a web-based experiment with a 2 (media: conservative vs. progressive) by 2 (political orientation: conservative vs. progressive) factorial design with media and political orientation as between-subjects factors. The results demonstrate that organ donation intention after exposure to a message advocating organ donation was greater for conservatives in the conservative media group than for those in the progressive media group. The effect of participant–media agreement in regard to political orientation on organ donation intention was explained by perceived media credibility and psychological reactance.

Keywords:

• Media
• Organ donation intention
• Perceived media credibility
• Psychological reactance