“…In search of solutions, research on organ donation has explored individual differences between potential donors and nondonors, including age (Siminoff, Gordon, Hewlett, & Arnold, 2001), altruism (Morgan & Miller, 2002a), ethnicity (Morgan, 2004;Morgan, Miller, & Arasaratnam, 2003), knowledge (Feeley & Servoss, 2005;Weber et al, 2006), normative 138 QUICK, KIM, AND MEYER influences (Morgan & Miller, 2002b), and sex (Thompson, Robinson, & Kenny, 2003) on outcome variables such as attitudes, willingness to communicate about organ donation, and intentions of becoming a potential donor. In addition, research has studied health campaigns designed to raise awareness about organ donation (Morgan, Miller, Arasaratnam, 2002;Weber et al, 2006), the persuasiveness of certain message features (Feeley, Marshall, & Reinhart, 2006;Kopfman, Smith, Morrison, Massi, & Yoo, 2002), and media portrayals of organ donation (Feeley & Vincent, 2007;Morgan, Harrison, Chewning, DiCorcia, & Davis, 2007;Quick et al, 2007). Despite these efforts, the organ shortage in the United States has reached a critical stage (UNOS, 2007).…”