Effect of persuasive messages on National Health Service Organ Donor Registrations: a pragmatic quasi-randomised controlled trial with one million UK road taxpayers
Effect of persuasive messages on National Health Service Organ Donor Registrations: a pragmatic quasi-randomised controlled trial with one million UK road taxpayers
复制标题
有说服力的信息对国家卫生服务器官捐献者登记的影响：一项针对 100 万英国道路纳税人的务实的准随机对照试验
作者：
A. Sallis;Hugo Harper;Michael Sanders
背景可供移植的器官短缺正在导致生命的丧失。增加国家卫生服务（NHS）器官捐献者登记册（ODR）上的个人数量是解决器官短缺的一种方法。在大不列颠，新登记驾驶执照的司机被邀请加入网上争议解决机制。每年还有1700万司机在网上更新他们的道路税，这为促使司机加入ODR提供了额外的机会。这项试验探讨了在道路税支付transactions.MethodsIn这个务实的，平行组，准随机对照试验，司机更新他们的道路税或注册驾驶执照交替分配，使用嵌入在GOV.UK网站的JavaScript随机化代码，查看邀请注册网上解决的控制提示或同一提示加上七条理论上知情的说服性信息之一; ㈠仅社会规范，㈡社会规范加上NHS ODR标识，㈢社会规范加上形象，㈣损失框架，㈤增益框架，（vi）互惠性和（vii）认知失调。审判于2013年6月进行，为期4周。主要结果的措施是参与者完成在线注册表（注册）。ResultsAll，1，085，322网站用户被列入研究。此外，与单独的对照提示相比，在最有效的消息（互惠性）下多完成了1171次注册（互惠性：n = 4256，对照：n = 3085;比值比，OR 1.38，95%置信区间1.32-1.45，p < 0.001）。这条失败的信息同样有效。所有的消息增加注册相比，控制提示除了社会规范的消息加图像（n = 2879; OR 0.94，95%置信区间0.89-0.99，p < 0.05）。最有效的信息今天仍然存在。自2013年试行以来，GOV.UK上的25个政府交易终端网站已实施了相同的信息，截至2017年10月31日，ODR的新注册量为529，000。
BackgroundA shortage of organs available for transplantation is causing loss of life. Increasing the number of individuals on the National Health Service (NHS) Organ Donor Register (ODR) is one way to address the shortage of organs. In Great Britain, new drivers registering for their driving licence are invited to join the ODR. A further 17 million drivers renew their road tax online each year, presenting an additional opportunity to prompt drivers to join the ODR. This trial explores the effect of adding persuasive messages to a prompt to join the ODR at the end of road tax payment transactions.MethodsIn this pragmatic, parallel group, quasi-randomised controlled trial, drivers renewing their road tax or registering for a driving licence were alternately allocated, using a JavaScript randomisation code embedded in the GOV.UK website, to view a control prompt inviting sign-ups to the ODR or the same prompt plus one of seven theoretically informed persuasive messages; (i) social norms alone, (ii) social norms plus the NHS ODR logo, (iii) social norms plus an image, (iv) loss frame, (v) gain frame, (vi) reciprocity and (vii) cognitive dissonance. The trial took place over a 4-week period in June 2013. The primary outcome measure was participants completing the online registration form (sign-ups).ResultsAltogether, 1,085,322 website users were included in the study. Further, 1171 more sign-ups were completed under the most effective message (reciprocity) compared to the control prompt alone (reciprocity: n = 4256, control: n = 3085; odds ratio, OR 1.38, 95% confidence interval 1.32–1.45, p < 0.001). The loss-framed message was as effective. All messages increased sign-ups compared to the control prompt apart from the social norms message plus image (n = 2879; OR 0.94, 95% confidence interval 0.89–0.99, p < 0.05).ConclusionsShort persuasive messages alongside a prompt can persuade more ODR sign-ups for individuals renewing their road tax than a prompt alone. The most effective message remains in place today. Since the trial in 2013, the same message has been implemented across 25 government end-of-transaction websites on GOV.UK, resulting in 529,000 new registrations to the ODR up to 31st October 2017.