The influence of spokepeoples in campaigns of organs donation

• Grant number: 17/19822-1
• Support Opportunities: Scholarships in Brazil - Doctorate
• Start date: June 01, 2018
• End date: April 30, 2020
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Principal Investigator: Tania Modesto Veludo de Oliveira
• Grantee: Severino Domingos da Silva Júnior
• Host Institution: Escola de Administração de Empresas de São Paulo (EAESP). Fundação Getúlio Vargas (FGV). São Paulo , SP, Brazil

Abstract

One of the crucial aspects in order to decrease the waiting for organ donors is to promote campaigns to communicate the necessity to talk about organ donation in families. At this research, we adopt the Transformative Consumer Research (TCR) to analyze the importance of the role developed by divergent spokespeople in campaigns for organ donation. We propose and test a theoretical model to evaluate whether the attitudes of the potential donors in relation to donate organs (moral and human conviction, fear of negligence and fear of body mutilation) and their religiosity influence the intention to donate organs and to talk with their family about the decision to donate or not. We also evaluate whether this intention is in fact converted in to future behavior, that is, whether those who intend to talk with their family about their decision, actually do it. Lastly, we evaluate the moderator role of the spokesperson in the model, considering four distinct spokespeople: a priest, a doctor, a transplanted person and a non-identified spokesperson. Regarding the methodology, the research will be conducted by means of long interviews and a survey, in which participants will be exposed to the same message about organ donation, but issued by different spokespeople. The data collection about the future behavior of the potential donors will be gathered two months after the data collection about attitudes, religiosity and intention. This research has relevant theoretical implications for TCR and practical implications for public policy. (AU)