BOB体育

The UF College of Journalism and Communications STEM Translational Communication Research Program and the CTSI present:

Utilizing Multiple Message Strategies to Promote Organ Donation Registration

Presented by: Brian Quick, Ph.D. Associate Professor Senior Editor, Health Communication Department of Communication College of Medicine University of Illinois at Urbana-Champaign

The organ shortage continues to rise in the United States as the demand for organ transplants outweighs the supply of available organs. In response to this shortage, Dr. Brian Quicks research team conducts ongoing campaigns to promote organ and tissue donor registrations. In this talk, Quick will present the theoretical framework behind many of the messages disseminated in the campaigns as well as his teams formative, process and summative research. Priority will be given to the theoretical and practical implications with an emphasis on strategies to employ in the future.

Quicks recent work examines various strategies to promote organ and tissue donation using multiple message and medium strategies. For instance, his work has examined direct-mail marketing approaches, mass media outlets such as radio and outdoor billboards, as well as face-to-face interventions inside driver service facilities. Quicks other research examines the role of cognition and affect at work when processing persuasive health ads as well as media portrayals of health issues to understand how these messages create, change, and reinforce belief structures. With an understanding of how specific message features are processed, practitioners, among others, are better equipped to create effective messages that reduce the likelihood for maladaptive responses such as psychological reactance.

Quick has served as a principal investigator, co-investigator and consultant on several grants totaling more than $4 million. To date, he has published more than 40 research articles and several book chapters regarding various aspects of health communication and persuasion. Specifically, his research has been published in the American Journal of Transplantation, Clinical Transplantation, Communication Research, Health Communication, Human Communication Research, the Journal of Broadcasting and Electronic Media, the Journal of Communication, and the Journal of Health Communication, among others.