| Abstract: | This research tests a tenet of attitude function theory–the motivational matching hypothesis–by using a functional approach to increase organ donation. Pilot studies validated experimental manipulations and persuasive messages. An experiment tested the hypothesis that persuasive messages that match an aroused function would be more effective than messages that do not match a manipulated function. Participants were exposed to situational manipulations designed to arouse or make salient value‐expressive or knowledge needs, then read an organ‐donation message designed to meet one of these needs. Participants’ organ‐donation attitudes and behaviors were assessed. Participants presented with matching messages were most persuaded and took more action to become donors. Those who experienced stronger motivational arousal exhibited the most change. |
