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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.