From empowerment to commitment: let’s help silent organ donors to talk to their next-of-kin

De l’empowerment à l’engagement: aidons les donneurs d’organes silencieux à parler à leurs proches

Inès Chouk and Sondes Zouaghi ()
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Inès Chouk: THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique
Sondes Zouaghi: THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique

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Abstract: Having an organ donor card is not enough to ensure that the will of the defunct shall be respected, for medical professionals are reluctant to counter siblings' minds. It is therefore important that cardholders inform their next-of-kin of their willingness to be an organ donor (OD) to save more patients waiting for transplants. Based on empowerment theory, this research proposes to highlight the role of competency, self-confidence and power of persuasion in the choice of donors to communicate (versus not communicate) to their siblings their decision as well as the impact of such a conversation on the confidence they have that their will shall be respected. Results also demonstrate that taboo of death prevents this discussion. Thus a "foot-in-the-door procedure" using blood donation, as a preparatory act, is proposed alongside with the conception of a new donor card to initiate discussion with relatives about OD decision. Other propositions are also made to diminish the number of people who adhere to the death taboo. Finally, managerial implications are developed.

Keywords: discussion with next-of-kin; organ donation; foot-in-the-door; social marketing; health marketing; don d’organes; discussion avec les proches; marketing social; marketing de la santé; empowerment; engagement; pied-dans-la-porte (search for similar items in EconPapers)
Date: 2018-04-04
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Published in Décisions Marketing, 2018, 89, pp.11-28. ⟨10.7193/DM.089.11.28⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02147602

DOI: 10.7193/DM.089.11.28

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