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Who are blood donors? The reluctant altruist, the impure altruist and the warm glow giver

Ferguson, E., Keatley, D.A., Evans, R., Taylor, M., Flynn, N. and Claire, L. Who are blood donors? The reluctant altruist, the impure altruist and the warm glow giver. Psychology & Health, 27 (sup1). p. 204.

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Background: A supply of blood, provided by volunteer donors, is crucial for all health services. Recent epidemiological data suggest that experienced blood donors are motivated by warmglow (it makes me feel good) and novice donors by a newly identified motivation of reluctant altruism (RA: donating because no-one else will), rather than pure altruism. These new and surprising findings require further investigation. A series of behavioural economic (BE) games to assess warm-glow and psychometric analyses were used to examine the validity of these findings. Methods: Data were gathered from a psychometric experimental study (N¼450) and four lab based economic games (N¼210). Findings: The BE games confirm blood donors are warm-glow givers. Reluctant altruism emerges as a clear factor and the strongest predictor of intentions to donate in non-donors, current and relapsed donors. Discussion: Implications for theories of altruism, blood donation and recruitment of blood donors are discussed.

Item Type: Journal Article
Publisher: Taylor & Francis
Other Information: EHPS 2012 Abstracts
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