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

• Published in: The Social science journal (Fort Collins) Vol. 56; no. 3; pp. 417 - 420
• Main Author: Kim, Hyunjung
• Format: Journal Article
• Language: English
• Published: Fort Collins Elsevier Inc 01.09.2019; Taylor & Francis; Elsevier Science Ltd
• Subjects: Advocacy; Between-subjects design; Biological organs; Blood & organ donations; Conservatism; Credibility; Donations; Donors; Internet; Mass media effects; Media; Organ donation; Organ donation intention; Perceived media credibility; Political attitudes; Psychological reactance; Resistance; South Korea; Media; Organ donation intention; Psychological reactance; Perceived media credibility
• ISSN: 0362-3319; 1873-5355
• DOI: 10.1016/j.soscij.2018.07.001

•Media factor may indirectly affect the effect of organ donation advocacy via reactance.•Ideologically congruent media reduces psychological reactance to a message.•Reduced psychological reactance leads to a higher organ donation intention. 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.