Blood Donation Essays

Blood Donation Essays Blood Donation Essay Blood Donation Essay In conference proceedings of American Marketing Association Services Special Interest Group, Helsinki Finland, June 7-9 Purpose While the Australian-Red-cross-Blood-service has been effective at acquiring new youth donors, in recent years the retention rate has declined. One reason suggested for the lack of loyalty is the emotional ambivalence created by the motivational inflict between approach and avoid motives leading to defection. Method This project explored the motivations and affective appraisals of non-donors, novice, experienced and lapsed Gene-Y blood donors. Responses from 68 young Australians were gained from twelve focus groups. Fledglings Cent-Y donors were ego rather than altruistically motivated. Experienced donors felt little motivational conflict, used cognitive re-appraisal, novice/ lapsed donors experienced higher levels and used emotional suppression and manipulation of the irreverence. Indoors were unable to overcome the high levels of conflict. Research- implications Further research needs to investigate why the non-donors could not overcome the motivational conflict. The role of customer value and social capital could provide useful explanations for this finding. Practical-implications To encourage Gene-Y to donate blood, there needs to be recognition of the non- altruistic motivations for donation to inform marketing strategies. While Gene-Y want o help others, if this comes at too high a price they are less likely to ordinate. Social-implications This research is essential to the provision of a sustainable blood supply in Australia. Without establishing a foundation of donors amongst Gene-Y now there will be a shortage of donors in the future. Originality This paper has identified a new form of emotional regulation; manipulation of the serviceable and egoism rather than altruism as a motivation for blood donation.