the idea of organ donation). In addition we tested the potential role of manipulating anticipated regret to increase intention to donate in people who are not yet registered as organ donors Methods: In 3 Experiments involving 635 members of the UK general public, participants were invited to complete questionnaire measures tapping the emotional factors such as "ick", the desire to retain body integrity after death and medical mistrust. Registered organ donors were compared with non-donors. Non-donors were randomly allocated to an anticipated regret manipulation (2 questions) versus a control condition, and the impact on intention to donate was tested. Results: In all 3 experiments non-donors scored significantly higher than donors on the ick factor and bodily integrity scales. Traditional rational/cognitive factors such as knowledge, attitude and subjective norm failed to distinguish doors from non-donors. For non-donors, the anticipated regret manipulation led to a significant increase in intention to register as an organ donor in future. Conclusions: Negative emotional factors are important barriers for people becoming organ donors. In particular a basic disgust reaction when contemplating donation and the desire to retain bodily integrity after death are key areas to target to test if they are changeable. In addition, a simple anticipated regret manipulation has the potential to significantly increase donation rates. Background: Malaysia's organ and tissue donation rates are amongst the lowest in the world. Having the three ethnic groups (namely the Malays, Chinese and Indian) with the most pronounced cultural and religious prohibitions to organ donation, the shortage of organ donations continues to raise extreme concern. As evident, the rate of procurement (per million population) in Malaysia was only 1.01 in year 2006. From year 1997 until 2006, only a total of 162 organ procurements were carried out. Its rich ethnic diversity allow for a comprehensive understanding of a variety of factors associated to organ donation. Methods: A cross-sectional, population-based, computer-assisted telephone interview exploring multi-ethnic participants' knowledge, attitudes, practices and behavioral on deceased organ donation and transplantation was conducted during February to April 2009. Results: Although only 5.5% of the total participants (N=1174) reported that they have registered to be organ donor, a further 35.2% of those who have not register for organ donation indicated willingness to donate one's own. In particular, Malays (20.7%) indicate lower willingness to donate organs compared to the Chinese (36.6%) and Indians (51.4%) (P<0.001). In multivariate logistic regression analysis, willingness to donate one's own organ was associated with knowledge score (OR=1.17, 95% CI=1.13-1.22), attitude score (OR=1.17, 95% CI=1.05-1.31), secondary school education (OR= 1.46, 95% CI=1.05-2.02) and Malay ethnicity (OR=0.18, 95% CI= 0.03-0.94). Significant socio-demographic disparities with respect to knowledge and attitudes scores were observed. Study showed marked ethnic differences in attitudes towards organ donation. Some knowledge inaccuracies and misconception identified in this study need particular attention in future educational campaign. Conclusion: Findings assist organ donation and transplantation organizations to reach out the diverse socio-demographic and ethnic communities with cultural-specific information about organ donation. The data also highlight the importance of educational efforts to enhance knowledge and cultivate supportive attitudes toward organ donation. The use of personal financial incentives (PFI) to encourage people to change their behaviour is an emerging model of health intervention being trialled internationally. Recent reviews conclude that PFI can be efective in promoting behaviour change, but this is tempered by provisos. Women who smoke during pregnancy, particularly women of low SES, have been resistant to traditional smoking cessation initiatives. Smoking in pregnancy leads to significantly poorer health outcomes for mothers and their babies. There is an urgent need to develop effective smoking cessation interventions that can readily be adopted into routine antenatal care. This paper reports on the acceptability of PFI for reducing smoking in pregnant women among both patients and antenatal care providers.