Synergy effects of entertainment and information programs about organ donation on issue involvement and altruistic responses

Abstract

This study examines synergy effects of entertainment and information programs on the example of a television theme night about organ donation. Participants watched either a feature film about organ donation or an unrelated entertainment program. Subsequently, all participants watched an information program about organ donation. Those who had first seen the feature film reported higher levels of issue involvement (topic interest, subjective knowledge, and information seeking), and altruistic responses (positive attitudes and behavioral intentions concerning organ donation and willingness to get a donor card). Structural equation modeling revealed that the positive effects of the feature film on issue involvement and altruistic responses varied by the extent to which participants felt moved by the feature film and by their level of cognitive elaboration about the feature film and the documentary on organ donation.