Striking the right chord with organ donation

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Striking the right chord with organ donation

This paper presents a social marketing framework for the promotion of organ donation. The framework considers self-interest (egotistic attitudes) and giving out of the goodness of your heart (altruistic attitudes) to be drivers of willingness to become an organ donor. The mediating effects of fina...

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Bibliographic Details
Main Authors:	Ramaseshan, Balasubramani, Wong, David, Turner, Bradley
Other Authors:	Stephanie Noble
Format:	Conference Paper
Published:	American Marketing Association 2011
Subjects:	Organ Donation Social Marketing Incentives Public Attitudes Public Policy
Online Access:	http://hdl.handle.net/20.500.11937/61871

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