This study examines factors that may play a role in moderating the influence of a message on African-Americans to become organ donors. The message and sender were both manipulated to examine the impact of exemplars versus base rates within the message as well as the race of the sender. An anthropomorphic agent was used to present information about organ donation. Respondents completed a pre-test survey, viewed a short video, and then completed a post-test. There was no significant evidence found that either base rate or exemplar information influenced African-Americans to become organ donors. The expectation that participants would identify more with the African-American anthropomorphic agent was not supported by the current study's results.
Library of Congress Subject Headings
Donation of organs, tissues, etc.--Public opinion; African Americans--Attitudes; Advertising, Public service--Research; Advertising--Social aspects
Department, Program, or Center
Department of Communication (CLA)
O’Mally, Aisha, "Exemplar versus base rate information messages: Effect on African-Americans’ intentions toward signing a donor card" (2011). Thesis. Rochester Institute of Technology. Accessed from
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