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    Striking the right chord with organ donation

    Access Status
    Fulltext not available
    Authors
    Ramaseshan, Balasubramani
    Wong, David
    Turner, Bradley
    Date
    2011
    Type
    Conference Paper
    
    Metadata
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    Citation
    Ramaseshan, B. and Wong, D. and Turner, B. 2011. Striking the right chord with organ donation, in Stephanie Noble and Charles Noble (ed), 2011 Summer Marketing Educators’ Conference, Aug 5 2011. San Francisco, USA: American Marketing Association.
    Source Title
    2011 Summer Marketing Educators’ conference proceeding
    Source Conference
    2011 Summer Marketing Educators’ Conference
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/61871
    Collection
    • Curtin Research Publications
    Abstract

    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 financial and non-financial incentives on willingness to donate are also included in the framework. With the division of motivational attitudes (egotistic and altruistic) and the adjunct effect of incentives, this paper gives policy makers fresh insight to the nature of the problem and offers some practical steps forward.

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