Encouraging Altruism: Public Attitudes and the Marketing of Organ Donation

Medical progress has increased the potential of organ transplantation to relieve the hardship of many restricted and sickly lives. Society has already committed itself-through law, technology, and demand-on the matter of kidney transplantation, but a shortage of donors persists. The altruism identified in and necessary for organ donation can be harnessed by new strategies of "marketing."

Author(s): Jeffrey M. Prottas

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Volume 61, Issue 2 (pages 278–306)
Published in 1983