Government agencies and health practitioners are partnering with businesses to promote organ donation to wider audiences. However, little is known about whether targeted promotion through partnerships will help or hurt an agency promoting organ donation in its goal to obtain support from the public. Four studies reveal that depending on the risk of dying associated with partner members, a partnership promoting posthumous organ donation targeting these members may heighten thoughts of donors' exploitation. Donor exploitation concern, in turn, makes the targeted promotion of organ donation through the partnership unacceptable to people. This perception diminishes people's support for the agency initiating such a partnership in terms of how they evaluate it, intend to visit its website, and donate money to support its cause. We further show that the negative effect of targeted promotion through partnerships is alleviated when people are primed to be less concerned about the exploitation of organ donors or when the organ donation agency's commitment to protecting donors' rights is made salient.

中文翻译：

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通过慈善伙伴关系促进器官捐赠

政府机构和卫生从业者正在与企业合作，向更广泛的受众推广器官捐赠。然而，很少有人知道通过伙伴关系进行有针对性的推广是否会帮助或损害促进器官捐赠的机构获得公众支持的目标。四项研究表明，根据与合作伙伴成员相关的死亡风险，促进针对这些成员的死后器官捐赠的伙伴关系可能会加剧对捐赠者剥削的想法。反过来，对捐献者剥削的担忧也使得通过伙伴关系有针对性地促进器官捐献变得不为人们所接受。这种看法削弱了人们对发起此类合作伙伴关系的机构的支持，包括他们如何评估该机构、打算访问其网站以及捐款支持其事业。我们进一步表明，当人们不再担心器官捐献者受到剥削，或者当器官捐献机构对保护捐献者权利的承诺更加突出时，通过伙伴关系进行有针对性的促进的负面影响就会减轻。