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Table 2 Multiple logistic regression for effect of message variant on the primary outcome measure: ODR sign-ups

From: Effect of persuasive messages on National Health Service Organ Donor Registrations: a pragmatic quasi-randomised controlled trial with one million UK road taxpayers

Outcome variable: Sign-ups to the ODR (0 did not sign up and 1 signed up)

Message variants

(reference: control message)

Unadjusted odds ratio

[95% confidence interval]

Absolute effect (Percentage of sign-ups)

(control group – 2.3%)

Social norms

1.255***

[1.196,1.317]

2.8%

Social norms and image

0.941*

[0.894,0.990]

2.1%

Social norms and logo

1.274***

[1.214,1.336]

2.9%

Loss frame

1.333***

[1.271,1.397]

3.0%

Gain frame

1.250***

[1.192,1.311]

2.8%

Reciprocity

1.380***

[1.317,1.447]

3.1%

Cognitive dissonance

1.232***

[1.174,1.293]

2.8%

Observations

1,085,322

1,085,322

  1. ODR Organ Donor Register
  2. * p < 0.05, *** p < 0.001