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dc.contributor.authorRamaseshan, Balasubramani
dc.contributor.authorWong, David
dc.contributor.authorTurner, Bradley
dc.contributor.editorStephanie Noble and Charles Noble
dc.identifier.citationRamaseshan, 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.

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.

dc.publisherAmerican Marketing Association
dc.subjectOrgan Donation
dc.subjectSocial Marketing
dc.subjectPublic Attitudes
dc.subjectPublic Policy
dc.titleStriking the right chord with organ donation
dc.typeConference Paper
dcterms.source.title2011 Summer Marketing Educators’ conference proceeding
dcterms.source.series2011 Summer Marketing Educators’ conference proceeding
dcterms.source.conference2011 Summer Marketing Educators’ Conference
dcterms.source.conference-start-dateAug 5 2011
dcterms.source.conferencelocationSan Francisco, USA
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available

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