Increasing Organ Donor Registrations with Behavioral Interventions: A Large-Scale Field Experiment

Robitaille, Nicole, Nina Mazar, Claire I. Tsai, Avery M. Haviv, and Elizabeth Hardy. "Increasing organ donor registrations with behavioral interventions: A field experiment." Journal of Marketing 85, no. 3 (2021): 168-183.

76 Pages Posted: 15 Jul 2020 Last revised: 9 Mar 2022

See all articles by Nicole Robitaille

Nicole Robitaille

Queen's University

Nina Mazar

Boston University - Questrom School of Business

Claire I Tsai

affiliation not provided to SSRN

Avery Haviv

University of Rochester - Simon Business School

Elizabeth Hardy

affiliation not provided to SSRN

Date Written: June 22, 2020

Abstract

Although prior research has advanced our understanding of the drivers of organ donation attitudes and intentions — e.g., knowledge and altruistic motivation — little is known about how to increase actual registrations. Some empirical evidence suggests that labor intensive educational programs and costly mass media campaigns might be effective for increasing registrations, however, these are neither scalable nor economical solutions. To address these limitations, we conducted a large-scale field experiment (N = 3,330) in the province of Ontario where we tested four low-cost, easy-to-scale behavioral interventions targeting knowledge and altruistic motives on actual in-person registrations. Two of our interventions, providing an information brochure, and prompting perspective taking with a reciprocal altruism persuasive message (If you needed a transplant would you have one? If so, please help save lives and register today) nearly doubled individuals’ likelihood of registering as an organ donor. This paper contributes to the limited empirical evidence for applied behavioral solutions that reduce the intention-action gap in the context of organ donation and has important implications for public policy and enhancing societal welfare.

Keywords: organ donation, field experiment, government policy, behavioral science, altruism, information

Suggested Citation

Robitaille, Nicole and Mazar, Nina and Tsai, Claire I and Haviv, Avery and Hardy, Elizabeth, Increasing Organ Donor Registrations with Behavioral Interventions: A Large-Scale Field Experiment (June 22, 2020). Robitaille, Nicole, Nina Mazar, Claire I. Tsai, Avery M. Haviv, and Elizabeth Hardy. "Increasing organ donor registrations with behavioral interventions: A field experiment." Journal of Marketing 85, no. 3 (2021): 168-183., Available at SSRN: https://ssrn.com/abstract=3633297 or http://dx.doi.org/10.2139/ssrn.3633297

Nicole Robitaille

Queen's University ( email )

Kingston, Ontario K7L 3N6
Canada

Nina Mazar (Contact Author)

Boston University - Questrom School of Business ( email )

595 Commonwealth Avenue
Boston, MA MA 02215
United States

Claire I Tsai

affiliation not provided to SSRN

Avery Haviv

University of Rochester - Simon Business School ( email )

Rochester, NY 14627
United States

Elizabeth Hardy

affiliation not provided to SSRN

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