RESUMEN
Blood donation is essential in health-care systems worldwide, dealing with the demand for transfusions, and for the treatment of a variety of medical conditions. A major obstacle is raising the rate of blood donations by recruiting and retaining donors in an efficient manner. This paper presents a comprehensive analysis of blood donation, utilizing an enhanced framework based on the theory of planned behavior with an emphasis on emotional arousal (positive and negative), attitudes towards advertisements, and blood donation anxiety, revealing critical psychological and communicative determinants of blood donation intention. To achieve this, a quantitative non-experimental correlational technique was employed to collect data from 414 individuals using an online questionnaire circulated across Greek society. The data were analyzed using structural equation modelling, with a focus on the direct impacts on donation intentions and the role of emotional arousal as a mediator. The findings indicate that attitudes and anxiety have strong direct impacts on the behavioral intention to donate, underlining the important barriers generated by donation anxieties as well as the efficacy of positive attitudes and successful advertising. Furthermore, the study demonstrates emotional arousal as a partial mediator, implying that both cognitive assessments and emotional responses play a role in influencing donation intentions. This study takes on a new approach to give emphasis and provide evidence of the mediating effect of emotional arousal on donation intention, utilizing structural equation modeling. Despite the critical role of marketing as a primary source of blood donors, the implementation of emotional marketing techniques has been one aspect less addressed throughout marketing professionals and communication efforts. Our results demonstrate the significance of emotional arousal on blood donation intentions, thus suggesting a more emotionally resonant approach of attracting potential donors.
RESUMEN
The need for more people to register as organ donors is a pressing concern. This preregistered experiment examined whether portraying a patient in need of an organ transplant as leading a healthy lifestyle (an "innocent victim") can serve to increase people's intentions to register as post-mortem organ donors. Participants not previously registered as organ donors (N = 348) were randomly assigned to an innocent identified victim, non-innocent identified victim, or statistical victims condition. The identified victim was a 42 year-old woman in need of a liver transplant. The experimental manipulation produced marginally significant effects on self-reported intentions to register as an organ donor. Moreover, participants in the innocent victim condition were more likely relative to those in the non-innocent victim condition to sign up on an e-mail list to receive additional information about organ donation.
Asunto(s)
Intención , Donantes de Tejidos , Obtención de Tejidos y Órganos , Humanos , Femenino , Adulto , Donantes de Tejidos/psicología , Masculino , Adulto Joven , Persona de Mediana EdadRESUMEN
Background: The blood shortage in China has become a nationwide issue, which poses a threat to critical medical treatments and puts patients at risk. To address this problem, blood donation recruitment and retention campaigns have been launched, with university students being recognized as an important target audience. To recruit this particular population effectively, it is crucial to comprehend their motivations for donating blood. Methods: This study used a modified and extended Ajzen's Theory of Planned Behavior to explain the determinants of blood donation intention among N = 1165 China's young adults through an online cross-sectional survey, utilizing a snowball sampling technique to recruit participants. Results: In line with previous TPB-based studies, we found positive associations between attitude (ß = 0.071, p < .01), subjective norms (ß = 0.264, p < .001), and self-efficacy (ß = 0.536, p < .001) with blood donation intention. Attitude and self-efficacy mediated the relationships between anxiety, altruism, and social norm with blood donation intention (ß = 0.817, p < .01, 95%CI [0.737, 0.909]; ß = 1.31, p < .01, 95%CI [1.203, 1.409]; ß = 1.301, p < .01, 95%CI [1.209, 1.403]). Attitude also mediated the relationship between altruism and social norm with blood donation intention (ß = .456, p < .01, 95%CI [0.38, 0.53]; ß = 0.447, p < .01, 95%CI [0.374, 0.52]). Conclusion: Our results highlight the significance of utilizing communication strategies, such as promoting altruism and reducing donation anxiety, as well as creating a supportive social environment. These strategies can improve attitudes and intentions toward blood donation, leading to an increase in blood donation rates.
RESUMEN
OBJECTIVES: To understand motivations and deterrents to donate COVID-19 convalescent plasma for a clinical trial and determine whether they predict intention to donate source plasma. BACKGROUND: During the COVID-19 pandemic, Canadian Blood Services was involved in three nationally coordinated convalescent plasma clinical trials, requiring the recruitment of several thousand prospective convalescent plasma donors. Understanding the motivations and deterrents of donors in the unique context of a clinical trial and ongoing pandemic can inform recruitment for source plasma donation beyond a clinical trial. METHODS AND MATERIALS: We invited 2785 Canadians who had registered interest in donating COVID-19 convalescent plasma to participate in an online survey containing a 42-item scale on motivators of and deterrents to donation. Between April 26th and May 19th, 2021, 979 responded (35.1%). We included a final sample of 820 participants with sufficient data across all scales. Exploratory and confirmatory factor analysis determined the factor structure of the scale. Regression analysis assessed the extent to which the factors predicted intention to donate. RESULTS: Four factors were identified: 'helping relationally', 'deterrents to donation', 'social facilitators', and 'access to the donation centre', each with good internal consistency (α = 0.78-95). Higher scores on the helping relationally scale were associated with higher odds of intention to donate, whereas higher scores on the deterrents scale were associated with lower odds of intention to donate. CONCLUSION: Participants were motivated by an interest in helping people who are ill and contributing to research committed to finding treatments in a time of crisis. Outside the crisis context, blood service operators seeking to recruit source plasma donors should emphasise its lifesaving potential and the impact of donation on the community.