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Undergraduate Research Project Management System

Effectiveness of Internet Advertisements During a Distraction Task

Status Current
Seeking Researchers No
Start Date 07/01/2010
End Date 06/30/2011
Funding Source Undergraduate Research Grant
Funding Amount
Community Partner
Related Course
Last Updated 09/25/2010 02:50AM
Keywords Internet, advertisement

People

Faculty
  John Petraitis

Student Researchers
  Emily Schultheis

Abstract

A lack of after death organ donors is a nationwide dilemma that has yet to be
significantly decreased. Medical advances have made transplant procedures a common
and safe practice, but with the low rate of organ donors, people are still dying while
waiting for organs to become available. A pilot study performed in fall semester of 2009 at UAA on participants who stated they were not current organ donors, used
counterargument and emotional persuasive appeals within advertisements (i.e., for organ donation) showed willingness to donate after those being exposed to the advertisements. Based upon the previous study, I will use advertisements using the same appeals to see if they are equally as effective on willingness to donate when the participant is performing a distraction task. This distraction task will simulate real life experiences (e.g., watching TV while a commercial comes on, listening to the radio while an advertisement comes on) so that we can identify more effective strategies that increase willingness to donate, when our attention is divided. If the appeals are effective even during a distraction task than this study could be applied to designing promotion strategies for organ donation and potentially save thousands of lives each year.

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