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 intentions for individuals at different stages of behavior change. Results indicated that feasibility messages significantly boosted self-efficacy, especially among those who had not yet formed an intention, while media modality alone showed no significant effect. Self-efficacy was, in turn, positively associated with the likelihood to register as an organ donor. By integrating psychological theory with AI-generated health messaging, this study offers a cost-effective and scalable approach that can be adapted to various health domains. These insights are especially relevant for health communication professionals seeking to enhance audience engagement and promote critical health behaviors.