000029382 001__ 29382
000029382 005__ 20130422152610.0
000029382 0247_ $$2urn$$aurn:nbn:ch:rero-006-110859
000029382 0248_ $$aoai:doc.rero.ch:20120604103525-HQ$$pthesis$$prero_explore$$punisi$$pthesis_urn$$zcdu34$$zreport$$zcdu61$$zbook$$zjournal$$zcdu16$$zpostprint$$zpreprint$$zcdu1$$zdissertation
000029382 041__ $$aeng
000029382 080__ $$a61
000029382 100__ $$aDunkel, Anke$$d1983-02-15
000029382 245__ $$9eng$$aMicro-cultural differences in Switzerland$$bThe effectiveness of targeted promotional messages in the field of organ donation
000029382 300__ $$a359 p.
000029382 502__ $$92011-07-04$$aThèse de doctorat : Università della Svizzera italiana, 2011 ; 2011COM006
000029382 506__ $$ffree
000029382 508__ $$aMagna cum laude
000029382 520__ $$9eng$$aPublic information campaigns have played an important role in increasing awareness of organ donation and the need for more organ donors. In a recent  study, it was found that awareness and knowledge, regarding organ donation, represented only two of several factors in people’s decisions to engage in  organ donation-related behaviors (Schulz et al., 2006). In addition, it was noted that the three main language groups in Switzerland differ substantially with  respect to the influential factors in their organ donation decisions. A plethora of studies have examined cultural differences in health-related behavior.  Existing studies tend to examine wide cultural differences or racial subcultures in the United States. This study aims at examining the role of cultural micro- variation, building on the previous study of organ donation in Switzerland. More specifically, the proposed research seeks to test the implications of these  cultural differences as they relate to the design of targeted promotional campaigns for pro-social behavior. The study also applies communication theory  concepts in the design of effective, targeted communication strategies to promote organ donation as an important example of health-related pro-social  behavior. The study will test the effectiveness of differentiated communication messages within a small, very diverse country.
000029382 695__ $$9eng$$aOrgan donation ; transplantation ; micro-cultural diversity ; Switzerland ; targeting ; health ; health messages ; health communication ; health campaigns ; social marketing
000029382 700__ $$aSchulz, Peter$$eDir.
000029382 8564_ $$f2011COM006.pdf$$qapplication/pdf$$s2763647$$uhttp://doc.rero.ch/record/29382/files/2011COM006.pdf$$yorder:1$$zTexte intégral
000029382 918__ $$aFacoltà di scienze della comunicazione$$bVia Giuseppe Buffi 13, CH-6904 Lugano
000029382 919__ $$aUniversità della Svizzera italiana$$bLugano$$ddoc.support@rero.ch
000029382 980__ $$aTHESIS$$bUNISI$$fTH_PHD
000029382 990__ $$a20120604103525-HQ