Encouraging Altruism: Public Attitudes and the Marketing of Organ Donation

June 1983 | Jeffrey M. Prottas

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

Download the Article

Read on JSTOR

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