New Zealand shares a common problem with other countries: a shortage of blood donors. Approximately 4% of New Zealand's total population donate blood, yet up to 20% may need to receive donated blood or blood products. However, there has been little success in accurately predicting willingness to donate blood, and greater knowledge is needed of those variables most likely to predict potential donors’ behaviour, so that efforts to increase the number of blood donors can be effectively directed.
This study compared the predictive ability of Ajzen's theory of planned behaviour, based on the measurement of attitudinal variables, and Labaw's behavioural approach, in the context of willingness to donate blood. The findings indicated attitudinal variables were better predictors of behavioural intentions but a behavioural approach better predicted reported donation behaviour. This result provides support for further study of the framework proposed by Labaw.
AdamD.SoutarG.N.A proposed model of the blood donation processConference Proceedings: Australian and New Zealand Marketing Academy ConferenceUniversity of New South Wales, Sydney, 28 November – 1 December 1999
2.
AjzenI.From intentions to actions: A theory of planned behaviourKuhlJ.BeckmannJ.Action-control: From cognition to behaviour1985Springer-VerlagBerlin11–39
3.
AjzenI.Attitudes, Personality, and Behaviour1988The Dorsey PressChicago
4.
AjzenI., 1991. Constructing a theory of planned behaviour questionnaire: conceptual and methodological considerations. http://www-unix.oit.umass.edu/∼aizen/. [Accessed March 1999].
5.
AjzenI.FishbeinM.Understanding Attitudes and Predicting Social Behaviour1980Prentice-HallEnglewood Cliffs, NJ
6.
AllenJ.ButlerD.D.Assessing the effects of donor knowledge and perceived risk on intentions to donate bloodJournal of Health Care Marketing133199326–33
7.
AllenJ.MaddoxN.Segmenting blood donors by their perceptions and awareness about blood donationHealth Marketing Quarterly71–21990177–193
8.
BagozziR.P.An examination of the validity of two models of attitudeMultivariate Behavioral Research161981323–359
9.
CialdiniR.B.AscaniK.Test of a concession procedure for inducing verbal, behavioural, and further compliance with a request to give bloodJournal of Applied Psychology6131976295–300
10.
CondieS.J.WarnerW.K.GillmanD.C.Getting blood from collective turnips: Volunteer donation in mass blood drivesJournal of Applied Psychology6131976290–294
11.
DrakeA.W.FinkelsteinS.N.SapolskyH.M.The American Blood Supply1982MIT PressUSA
12.
EaglyA.H.ChaikenS.The Psychology of Attitudes1993Harcourt Brace JovanovichUSA
13.
EastR.Consumer Behaviour: Advances and Applications in Marketing1997Prentice HallLondon
14.
FerrariJ.R.LeippeM.R.Noncompliance with persuasive appeals for a prosocial, altruistic act: Blood donatingJournal of Applied Social Psychology222199283–101
15.
FishbeinM.An investigation of the relationships between beliefs about an object and the attitude toward that objectHuman Relations1631963233–239
16.
FishbeinM.Readings in Attitude Theory and Measurement1967John Wiley and SonsUSA
17.
FossR.D.DempseyC.B.Blood donation and the foot-in-the-door technique: A limiting caseJournal of Personality and Social Psychology3741979580–590
18.
FoxallG.R.Consumer Behaviour: A Practical Guide1980Croom Helm Ltd.London
FoxallG.R.Consumers’ intentions and behaviourJournal of the Market Research Society261986231–241
21.
FoxallG.R.GoldsmithR.E.Consumer Psychology for Marketing2nd Ed.1998International Thomson Business PressLondon
22.
GendallP.J.A framework for questionnaire design: Labaw revisitedMarketing Bulletin9199828–39
23.
GilesM.CairnsE.Blood donation and Ajzens's theory of planned behaviour: An examination of perceived behavioural controlBritish Journal of Social Psychology341995173–188
24.
IbrahimN.A.MobleyM.F.Recruitment and retention of blood donors: A strategic linkage approachHealth Care Management Review183199367–73
25.
KazdinA.E.BryanJ.H.Competence and volunteeringJournal of Experimental Social Psychology7197187–97
26.
KrausS.J.Attitudes and the prediction of behaviour: A meta-analysis of the empirical literaturePersonality and Social Psychology Bulletin211199558–75
LaTourS.A.ManraiA.K.Interactive impact of informational and normative influence on donationsJournal of Marketing Research261989327–335(August)
29.
LipsitzA.KallmeyerK.FergusonM.AbasA.Counting on blood donors: Increasing the impact of reminder callsJournal of Applied Social Psychology191319891057–1067
30.
NonisS.A.FordC.W.LoganL.HudsonG.College students’ blood donation behaviour: Relationship to demographics, perceived risk, and incentivesHealth Marketing Quarterly134199633–46
31.
NordW.R.PeterJ.P.A behaviour modification perspective on marketingJournal of Marketing44198036–47
32.
OborneD.J.BradleyS.Blood donor and nondonor motivation: A transnational replication. Journal ofApplied Psychology6031975409–410
33.
OswaltR.M.A review of blood donor motivation and recruitmentTransfusion1721977123–135
34.
OswaltR.GordonJ.Blood donor motivation: A survey of minority college studentsPsychological Reports721993785–786
35.
PiliavinJ.A.Why do they give the gift of life? A review of research on blood donors since 1977Transfusion3051990444–459
36.
PiliavinJ.A.CalleroP.L.Giving Blood: The Development of an Altruistic Identity1991The Johns Hopkins University PressUSA
37.
PiliavinJ.A.CalleroP.L.EvansD.E.Addiction to altruism? Opponent-process theory and habitual blood donationJournal of Personality and Social Psychology43619821200–1213
38.
SkinnerB.F.Science and Human Behaviour1953MacmillanNew York
39.
SuttonS.R.Theory of Planned BehaviourBaumA.NewmanS.WeinmanJ.WestR.McManusC.Cambridge Handbook of Psychology, Health and Medicine1997Cambridge University PressUK177–180
40.
SuttonS.R.Predicting and explaining intentions and behaviour: How well are we doing?Journal of Applied Social Psychology281519981317–1338
41.
WickerA.W.Attitudes versus actions: The relationship of verbal and overt behavioural responses to attitude objectsJournal of Social Issues254196941–78
42.
WrightM.KlÿnB.Environmental attitude – behaviour correlations in 21 countriesJournal of Empirical Generalisations in Marketing Science3199842–60
