Social Marketing: Theoretical and Practical Perspectives

By Marvin E. Goldberg; Martin Fishbein et al. | Go to book overview

Chapter 21
Advertising and Its Role in Organ Donation

Jeffrey Prottas
Brandeis University


BACKGROUND

American law--in fact, the law in all Western nations--forbids the buying and selling of human organs and tissue (although there are limited exceptions in the United States for certain blood products). In addition, federal and state laws require that families of potential tissue and organ donors be given the option to donate when the deceased is medically suitable. This is called required request.

In combination, these laws make organ and tissue donation ideal candidates for social marketing and advertising. The supply of transplantable tissue is a function of the number of families asked to donate and the number of those asked who agree. Required request laws are a partial answer to the problem of ensuring that all suitable families are asked. Although practice falls far short of theory, these laws, and the intensive efforts of organ procurement organizations (OPOs) to motivate medical professionals, aim to increase the number of families asked.

But there remains the issue of motivating families to answer affirmatively. The families cannot be offered any material incentive whatsoever. Appeals to them must be on an ethical and social plane. This is a natural environment for social marketing.

It is also important to understand that it is the donor's family that must be persuaded. Here practice departs from law. In law, individuals may determine how their organs are to be disposed of after death by completing

-375-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited page

Bookmark this page
Social Marketing: Theoretical and Practical Perspectives
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this book
  • Bookmarks
  • Highlights & Notes
  • Citations
/ 457

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.