Effects of Entertainment (Mis) Education: Exposure to Entertainment Television Programs and Organ Donation Intention

Abstract

This study investigates antecedents and outcomes of entertainment television consumption in organ donation with the Orientation1–Stimulus–Orientation2–Response (O1-S-O2 -R) model. It reveals that organ donation knowledge seems significantly related to recall of entertainment television programs and attitudes toward organ donation. Meanwhile, recall of entertainment television programs significantly predicts people's perception of medical mistrust, which in turn negatively predicts attitudes toward organ donation, while attitudes toward organ donation significantly predict behavioral intention in signing a donor card. It also suggests significant mediation relationships among the pre-orientation variable, stimulus, post-orientation variable, and attitudinal and behavioral outcomes. This study provides an integrative theoretical framework to study media effects on organ donation and empirical evidence for “entertainment miseducation” (Morgan, Harrison, Chewning, Davis, & DiCorcia, 2007 Morgan, S. E., Harrison, T. R., Chewning, L., Davis, L. S. and DiCorcia, M. 2007. Entertainment (mis)education: The framing of organ donation in entertainment television. Health Communication, 22: 143–151. [Taylor & Francis Online], [Web of Science ®] , [Google Scholar]).

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