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Updated: May 27, 2026

Study of Experimental Organ Donation Models for Lung Transplantation
Published on: March 15, 2024
Living organ donation: the effect of message frame on an altruistic behaviour
Lesley M McGregor1, Eamonn Ferguson, Ronan E O'Carroll
1University of Stirling, Scotland, UK. lesley.m.mcgregor@gmail.com
Objective:
This experimental study investigates the impact of message frame and risk perceptions upon willingness to consider living organ donation.
Design:
A 2 (gain vs. loss) by 2 (liver vs. kidney) by 2 (involved vs. not involved) between-group study was conducted.
Method:
Eighty-seven participants completed a questionnaire after reading a vignette designed to invite participants to consider living kidney or liver donation.
Results:
Within a gain frame scenario, willingness to donate was significantly higher when the risk of donating was lower.
Conclusion:
The results have important implications for the generalizability of framing theories and the promotion of living organ donation.
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