The Relative Effectiveness of Altruistic vs. Egoistic Messages in Influencing Non-donors' Intention to Donate Blood in Hong Kong

Wai Lan Victoria YEUNG*, Pui Chuen TAM, Eric Kenson YAU

*Corresponding author for this work

Research output: Journal PublicationsJournal Article (refereed)peer-review

Abstract

Prior research found that egoistic (vs. altruistic) messages were more effective in influencing the willingness to blood donation in Caucasian British students who were committed blood donors. We investigated what types of messages could effectively influence the blood donation intention of young Chinese students who had never donated blood (non-donors). Participants were asked to read a poster showing either an altruistic or egoistic message that was framed either positively or negatively. Results revealed that Chinese non-donors were more willing to donate blood when they read an altruistic rather than an egoistic message. The negatively-framed egoistic-focused message was the least effective in persuading Chinese non-donors to donate blood. Suggestions for future blood donation promotion campaigns and advertisements were made.
Original languageEnglish
Pages (from-to)97-103
JournalJournal of Social Psychology Research
Volume1
Issue number2
Early online date23 Jun 2022
DOIs
Publication statusE-pub ahead of print - 23 Jun 2022

Bibliographical note

We thank Ms. Paula Th Pham for proofreading the final version of the manuscript.

Keywords

  • persuasive message
  • blood donation
  • egoistic
  • altruistic
  • Chinese
  • non-donor

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