Charlotte Decorps

Composition of the Jury

Abstract

While self-efficacy appears to be a key variable in explaining behavior, few studies have examined the mechanisms that might enhance it in the specific context of communication. Similarly, despite the significant issues surrounding organ and gamete donation, these causes have received little attention from researchers in social marketing and persuasive communication. Through research, vicarious experience (learning by observation) has emerged as one of the key drivers of self-efficacy. The objective was therefore to transpose this vicarious experience into an imaginary context by activating a mental imagery of transportation. This experience of transportation—elicited by narrative-based communications that involved the recipient identifying with the story’s protagonist—motivated recipients to want to be like the donor and strengthened their self-efficacy to donate their organs or gametes. Two independent studies were conducted to test and validate the proposed research model. The contributions and limitations of this research are highlighted, and avenues for future research are discussed.

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