The Effect of Reciprocity Priming on Organ Donor Registration Intentions and Behavior.

Background Internationally the demand for organ transplants far exceeds the available supply of donated organs. Purpose We examine if a digital reciprocity prime based on reciprocal altruism can be used to increase organ donor registration intentions and behavior. Methods Four hundred twenty participants (223 females) from England and Scotland aged 18+ who were not currently registered organ donors were randomized by block allocation using a 1:1 ratio to receive either a reciprocity prime or control message. After manipulation, they were asked to indicate their organ donation intentions and whether or not they would like to be taken to an organ donation registration and information page. Results In line with our previous work, participants primed with a reciprocity statement reported greater intent to register as an organ donor than controls (using a 7-point Likert scale where higher scores = greater intention; prime mean [SD] = 4.3 [1.6] vs. control mean [SD] = 3.7 [1.4], p <= .001, d = 0.4 [95% confidence interval [CI] = 0.21-0.59]). There was again however, no effect on behavior as rates of participants agreeing to receive the donation register web-link were comparable between those primed at 11% (n = 23/210) (95% CI = 7.4-16.0) and controls at 12% (n = 25/210) (95% CI = 8.1-17.1), X-2 (1) = 0.09, p = .759. Conclusions Reciprocal altruism appears useful for increasing intention towards joining the organ donation register. It does not, however, appear to increase organ donor behavior. Online delivery of a reciprocity prime, to encourage individuals to consider their potential future need for donated organs, helps to increase intention attitudes but not organ donation behavior.