Celebrity Endorsements in Organ Donation Advertisements : Altruism As a Moderator

• Main Authors: Sharifah Nurafizah Syed Annuar, Stephen Laison Sondoh Jr, Andreas Totu, Rayner Alfred, Geoffrey Harvey Tanakinjal
• Format: Article
• Language: English
• Published: 2018
• Subjects: HV Social pathology. Social and public welfare. Criminology; RD Surgery
• Online Access: https://eprints.ums.edu.my/id/eprint/22640/1/Celebrity%20Endorsements%20in%20Organ%20Donation%20Advertisements.pdf; https://eprints.ums.edu.my/id/eprint/22640/

Health and psychology literature suggests the use of celebrity endorsement in organ donation advertisement in changing the attitude to register as organ donors. However, very limited literature was found that discussed the effect of source attractiveness, expertise and trustworthiness towards attitu...