Perceptions of Organ Donors and Willingness to Donate Organs upon Death: A Test of the Prototype/Willingness Model
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Understanding people's organ donation decisions may narrow the gap between organ supply and demand. In two studies, participants who had not recorded their posthumous organ donation decision (Study 1, N = 210; Study 2, N = 307) completed items assessing prototype/willingness model (PWM; attitude, subjective norm, donor prototype favorability and similarity, willingness) constructs. Attitude, subjective norm, and prototype similarity predicted willingness to donate. Prototype favorability and a Prototype Favorability נSimilarity interaction predicted willingness (Study 2). These findings provide support for the PWM in altruistic health contexts, highlighting the importance of people's perceptions about organ donors in their donation decisions.
Copyright 2014 Taylor & Francis. This is an electronic version of an article published in Death Studies, Vol. 38(7), 2014 pp. 459-464. Death Studies is available online at: http://www.tandfonline.com with the open URL of your article.
Health, Clinical and Counselling Psychology