ATTITUDES OF TURKISH YOUNG PEOPLE TOWARD ORGAN DONATION: THE ROLES OF PUBLIC SERVICE ADVERTISEMENTS AND PERSONALITY DIFFERENCES
Journal Title: European Journal of Business and Social Sciences - Year 2015, Vol 4, Issue 2
Abstract
In order to investigate how the argument quality in public service advertisements and personality differences (confidence degree to organ donation campaigns, level of involvement with organ diseases and empathic tendency) can affect to attitude and volunteering, we develop and test a conceptual model via an experimental study. The study was conducted on the students of Mustafa Kemal University, in Hatay, Turkey. Data were obtained from 204 students, after watching videos of advertisement, by personal interview. To test effects of these determinants on attitude and volunteering, a two-way, 2 (empathy: high and low) x 2 (argument quality: strong and weak) factorial design was employed, using involvement and trust as a covariate, separately. The results show that the main effects of argument quality of ads, involvement and trust were significant on attitudes. However, a main effect of empathic tendency was insignificant on attitudes and volunteering.
Authors and Affiliations
Tulin URAL| (Corresponding Author) Assoc.Prof. Faculty of Economics and Administrative Sciences, Marketing Department, Mustafa Kemal University, Tayfur Sokmen Campus, Antakya, Hatay, Turkey; Phone: +90 326 2455845-1242, E-mail: tulin-ural@hotmail.com; tural@mku.edu.tr, Emre Sahin. YILDIRIM| Lecturers. Mustafa Kemal University, Social Sciences Institute, Tayfur Sokmen Campus, Antakya, Hatay, Turkey; Phone: +90 326 2455845., Cemal DURMUSCELEBI| Lecturers. Mustafa Kemal University, Social Sciences Institute, Tayfur Sokmen Campus, Antakya, Hatay, Turkey; Phone: +90 326 2455845., Gamze IHTIYAT| Lecturers. Mustafa Kemal University, Social Sciences Institute, Tayfur Sokmen Campus, Antakya, Hatay, Turkey; Phone: +90 326 2455845., Burak KUNDAKCI | Lecturers. Mustafa Kemal University, Social Sciences Institute, Tayfur Sokmen Campus, Antakya, Hatay, Turkey; Phone: +90 326 2455845., Mustafa AKIN| Lecturers. Mustafa Kemal University, Social Sciences Institute, Tayfur Sokmen Campus, Antakya, Hatay, Turkey; Phone: +90 326 2455845.
Keywords
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