Simply put, if more people were organ donors, more lives would be saved. In Ontario, the government in combination with researches attempted to increase the rate at which people agree to be organ donors by restructuring the environment in which they were asked. These interventions included simplifying the registration process, giving potential donors information before they were asked to make the choice, and asking them how they would feel if they needed an organ transplant. These methods made the choice easier, more emotionally salient, and have a lower opportunity cost. Every intervention used caused at least a doubling of organ donor registration as compared to the usual request.
Other Applications: Charitable giving