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Business Concept in a Health-related Donation Context

A Guide to Planning and Managing Open Innovative Ecosystems

ISBN: 978-1-78973-410-2, eISBN: 978-1-78973-409-6

Publication date: 16 October 2020


This chapter provides a comprehensive review of several social-cognitive models that have been lately applied in public health and donation contexts. The current review included the elaboration likelihood model (ELM), the prototype willingness model (PWM), and the organ donation model (ODM). This review also details and discusses the main strengths and limitations of these models. Importantly, this review helps to identify the gap of the current social marketing and health-care literature. In particular, this chapter provides a solid theoretical foundation and has initiated further pathways for future researchers who are interested in the fields of public health and social change literature, organ donation context, as well as social-cognitive decision-making models. The significance of this review is defined by advancing public health practitioners, social marketing communicators, and educationalists, evidencing how conceptual models can inform and guide the research.



Alsalem, A., Thaichon, P. and Weaven, S. (2020), "Business Concept in a Health-related Donation Context", Leitão, J., Ratten, V. and Barroca, J. (Ed.) A Guide to Planning and Managing Open Innovative Ecosystems, Emerald Publishing Limited, Leeds, pp. 67-82.



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