Boosting Organ Donation Self-Efficacy Through AI-Generated Health Messaging: The Differential Impacts of "Why" vs. "How" Messaging and Media Modality.

Informed by construal level theory, this study used AI-generated health messages to examine how feasibility ("how") versus desirability ("why") framing, in either text or audiovisual modalities, influenced self-efficacy and organ donation sign-up int…

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