The Influence of Personal, Societal, Injunctive, and Descriptive Norms on Blood Donation Intentions among Regular, Infrequent, and Non-donors

• In Event: Developing and implementing more effective organ and blood donation campaigns

Abstract

Although extant research explicates the social norms approach and distinguishes between different types of norms, the utility of social norms varies across behaviors. The current research examines the role of different norms for three types of blood donors: regular, infrequent, and non-donors. The data support a clear pattern regarding misperceptions of blood donation behavior across referent groups, providing evidence that different norms impact intention to engage in communication, information seeking, and blood donation behaviors.

Authors

• Kami Silk, Michigan State University

• Lindsay Neuberger, Michigan State University

• Lauren Hamel, Michigan State University

• Nicholas Bowman, Young Harris College