Blood Donation
Russell-Bennett, R., Hartel, C.E.J., Previte, J., Russell, K. (2012) "It's all about me! Emotional-Ambivalence Gen-Y Blood Donors, 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 conflict between ‘approach’ and ‘avoid’ motives leading to defection.
Method
This project explored the motivations and affective appraisals of non-donors, novice, experienced and lapsed Gen-Y blood donors. Responses from 68 young Australians were gained from twelve focus groups.
Findings
Gen-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 servicescape. Non-donors 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 Gen-Y to donate blood, there needs to be recognition of the non-altruistic motivations for donation to inform marketing strategies. While Gen-Y want to help others, if this comes at too high a ‘price’ they are less likely to redonate.
Social-implications
This research is essential to the provision of a sustainable blood supply in Australia. Without establishing a foundation of donors amongst Gen-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 servicescape and egoism rather than altruism
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 conflict between ‘approach’ and ‘avoid’ motives leading to defection.
Method
This project explored the motivations and affective appraisals of non-donors, novice, experienced and lapsed Gen-Y blood donors. Responses from 68 young Australians were gained from twelve focus groups.
Findings
Gen-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 servicescape. Non-donors 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 Gen-Y to donate blood, there needs to be recognition of the non-altruistic motivations for donation to inform marketing strategies. While Gen-Y want to help others, if this comes at too high a ‘price’ they are less likely to redonate.
Social-implications
This research is essential to the provision of a sustainable blood supply in Australia. Without establishing a foundation of donors amongst Gen-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 servicescape and egoism rather than altruism