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Giving at risk? Examining perceived risk and blood donation behaviour

Barkworth, Louise and Hibbert, Sally and Horne, Suzanne and Tagg, Stephen (2001) Giving at risk? Examining perceived risk and blood donation behaviour. Journal of Marketing Management, 18 (9-10). pp. 905-922. ISSN 0267-257X

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Abstract

This paper builds on previous research into blood donation behaviour, focusing on perceptions of risk associated with blood donation in the UK. It compares indicators of risk perceptions obtained through probability and importance indicators and calculated using additive versus multiplicative models. It examines the relationships between perceived risk and blood donation with specific attention to donation frequency. The findings demonstrate that apparent perceived risk in blood donation varies substantially depending on the indicator that is used and that a more accurate indicator of risk is obtained if two components of risk are combined through a multiplicative model rather than an additive one. Social risk emerged as the more prominent aspect of perceived risk, implying a high level of trust by donors in the Blood Transfusion Service. Perceived risk was found to be significantly associated with donation frequency, highlighting the need to keep track of donors and to communicate with those whose donations lapse.

Item type: Article
ID code: 4495
Keywords: Blood donation, consumer behaviour, perceived risk, Marketing. Distribution of products, Strategy and Management, Marketing
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 27 Jan 2008
    Last modified: 04 Sep 2014 14:43
    URI: http://strathprints.strath.ac.uk/id/eprint/4495

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