CHANGING ATTITUDE & BEHAVIOR OF THE SOCIETY TOWARDS ORGAN DONATION As we observe the attitude elements that shape behavior itself, we came across with subjective norms and personal beliefs on attitude itself. As a current issue in sociology and psychology, organ donation is a well-known attitude-matter topic in 21st century. A lot critics have been written about this issue. (Fazio & Roskos-Ewoldsen 2005) Persuasion is one of the key factors on people 's willingness to donate their organs. As a contemporary debate, people and/or their family sometimes can be indifferent on donating their/family members ' organs. This persuasion is an ongoing issue since organ donation is used on survival of humans as the medicine knowledge of humanity increases. Organ donation is much likely linked to social psychology 's topics. As we would like to run a campaign to convince people, elaboration likelihood model (ELM) is going to be a really helpful theory on persuasion towards organ donation. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory describing how attitudes form and change. (Petty & Cacioppo 1986) The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. The ELM proposes two major routes to persuasion: the central route and the peripheral route. Most people state that they would be willing to be organ donors, however only a small percentage of the population has actually signed an organ donor