ERIC Number: ED260476
Record Type: Non-Journal
Publication Date: 1985-Mar
Reference Count: N/A
Effects of Persuasive Messages on Blood Donation Attitudes, Intentions, and Behavior.
Ferrari, Joseph R.; Leippe, Michael R.
Only about 9% of the eligible American population actually donates blood, and the rate of donors who fail to give a second time is very high. Since many people who view blood-giving as a humanitarian act also see it as an unpleasant experience, persuasive appeals that promote a sense of moral obligation may be ineffectual in prompting donations. A study was conducted in which subjects were exposed to no message or to one of three persuasive messages that either highlighted moral reasons for donating blood, counterargued fears associated with donating blood, or used a combination of both these modes. Male and female college students listened to prerecorded messages and then completed a series of nine-point scales on attitudes toward the consequences of the act and attitude toward the act itself, and attendance rates for members of the various groups at a campus blood drive were recorded. Individuals in the moral message condition indicated the most favorable post-message attitude toward the consequence of donating blood and felt a strong moral obligation to donate. However, combined message condition individuals indicated the greatest post-message intent to donate. (DF)
Descriptors: Attitude Change, Behavior Patterns, Communication Research, Higher Education, Motivation Techniques, Persuasive Discourse, Social Attitudes, Speech Communication, Tissue Donors
A detailed summary of the study described in the abstract is available from Joseph R. Ferrari, Department of Psychology, Mohawk Valley Community College, 1101 Sherman Drive, Utica, NY 13501.
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A