- Unless otherwise noted, all workshops are run in Cavanaugh Hall, Room 323A in Indianapolis.
- Workshops run from 12:00 - 1:15 p.m. Additional Materials (slides, papers) are posted to http://www.philanthropy.iupui.edu/Events/
Workshop in Multidisciplinary Philanthropic Studies (WIMPS)
Doctoral Candidate in Philanthropic Studies,
Indiana University Lilly Family School of Philanthropy.
“The Effects of Message Framing on Donations of Human Milk”
Human milk is the perfect food for all infants, including premature and ill infants, and should be provided exclusively for the first six months of life. When mother’s own milk is not available, pasteurized donor human milk (PDHM) is an ideal alternative. As the knowledge regarding the safety and efficacy of PDHM increases, so does the demand. But human milk is a scarce resource, with a limited supply being available. Unfortunately, many breastfeeding women are unaware of the need for their excess breastmilk. Despite the importance of human milk feeding for all babies, not all women are likely to donate their excess milk. The question of how to persuade women to donate breastmilk to human milk banks is becoming critical. Kahneman and Tversky developed framing theory which posits that people avoid taking risks (risk aversion) when an outcome is presented in positive (gain) terms, and are willing to take risks (risk seeking) when an outcome is presented in negative (loss) terms. Studies in economics, public health, marketing, and philanthropy have used the framing principle of prospect theory to determine message effectiveness. This research applies the framing postulate of prospect theory to human milk donation. Breastfeeding women from the Indianapolis metropolitan area were recruited to view gain- and loss-framed messages with positive and negative pictures regarding human milk donation and determine whether the message has an effect on intention to donate human milk. Preliminary findings will be discussed.
Tuesday, April 8, 2014
12:00 – 1:15 p.m.
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Additional Materials relevant to this talk are, or will be posted at http://www.philanthropy.iupui.edu/Events/