The facilitating effect of physiological self‐tracking on organ donation

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Abstract
Encouraging people to donate their organs is not an easy endeavor. Globally, the percentage of organ donors is low. Prior research shows that one of the major impediments to organ donation is the perception that donating an organ is equivalent to giving up part of the self. Such a perception may be mitigated by physiological self‐tracking though. Findings from three studies reveal that physiological self‐tracking facilitates greater acceptance of and encourages organ donation. This happens because a focus on one's physiological data, as part of the self‐tracking process, leads consumers to view their body as distinct from their self (i.e., self–body dualism). Consequently, people are less likely to equate donating organs with losing a part of themselves. The findings suggest that encouraging greater use of self‐trackers may help people overcome their organ donation inhibitions.

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