the role of other people blood donation v3
TRANSCRIPT
The role of other people and emotion for blood donation: An altruistic social service
Rebekah Russell-Bennett
Kay Russell
Josephine Previte
Charmaine Glavas
Charmine Härtel
Geoff Smith
AMA Servsig, 14 June 2014 Thessaloniki Greece
Purpose
Challenge
• Blood donation is necessary for a sustainable health service
• In Australia reliant of altruistic donations
• Marketing exchange: bodily fluid not money
• Beneficiary: other people• Challenge: retention and
acquisition of donors
Key motivators and barriers for donors
• Emotions• Social norms and
expectations• Peer pressure• Social support• Convenience
Purpose
Challenge
• Blood donation is necessary for a sustainable health service
• In Australia reliant of altruistic donations
• Marketing exchange: bodily fluid not money
• Beneficiary: other people• Challenge: retention and
acquisition of donors
Its all about emotions and other people
• Emotions are a social phenomena
• Norms and expectations arise in social contexts
• Peer pressure is social• Support comes from
other people and overcomes convenience issues
Overcoming emotional barriers to blood donation by leveraging the role of other people will influence donation rates in Australia
How do other people influence customers in altruistic services?
What we know…..
• Social servicescape (Tombs and McColl-Kennedy 2003)
• Emotional contagion, (Hatfield, Cacioppo and Rapson 1994)
• Customer-to-customer co-creation (Rihova et al 2013)
• Employee-customer interface through interaction service quality (c.f Brady and Cronin 2001)
• Communication such as word-of-mouth and referrals (Babin, Yong-Li, Eun-Ju and Griffin 2005).
What we don’t know…..
• While prior research identifies that other people influence customers, we do not know HOW this occurs.
• Prior research has been on marketing exchanges relating to money but not the body
• Prior research has been on commercial not altruistic services
Theoretical Frameworks
Key motivations/Barriers: Emotions e.g. anxiety and fear (Masser et al 2009)
and social support (Russell-Bennett et al 2012)
Affect-as-information theory (Clore, Schwartz and
Conway 1994; Clore)
Social support from coping theory (Vitaliano et al
1985).
Theoretical Frameworks
Key motivations/Barriers: Emotions e.g. anxiety and fear (Masser et al 2009)
and social support (Russell-Bennett et al 2012)
Affect-as-information theory (Clore, Schwartz and
Conway 1994; Clore)
Social support from coping theory (Vitaliano et al
1985).
Affect-as-Information Theory
• Emotions are created by the presence, reactions, and behaviors of other people (Parkinson 1996)
• Emotions then influence the creation of
judgements and decisions (such as whether to donate or not)
• Emotionsinformation decisions behaviour
Coping Theory
• The cognitive appraisal view of emotions (Lazarus and Folkman 1984)
• 4 categories, problem-solving, avoidance, blame and social support (other people) (Vitaliano et al 1985)
• Social support is potentially an important factor in influencing donor emotions as it can provide a buffer against the effects of stress (Cohen and Wills 1985)
• Emotionsstresscoping response behaviour
Gap and Research Question
• Little evidence in service research on how other people influence customers in a people-processing service where aspects of the body are the basis of exchange
• RQ1: How do other people influence the emotional experience of donors?
• RQ2: How do donor emotions influence the use of other people as a resource?
Method
Novice Donors
Experienced donors
Lapsed donors
Brisbane n=16 n=20 n=12Melbourne n=3 n=13 n=13
Sample:• n = 87• 18-65 year olds• 9 x focus groups of 4-5 each, for each donor category,
in Melbourne and Brisbane
Novice = donated onceExperienced = donated two or more timesLapsed = not donated in past two yearsNB: Experience categories were developed based on Masser et al’s 2009 proposition that the drivers of behaviour would be different based on experience levels
Data collection procedure and Analysis
Pre-donation, donation, post-donation stages – stimulus materials
website, sms, poster in pre-donation phase
Photos of donor van and donor centre including staff and donors in donation phase
Photos of sandwich board saying thank you when leave centre
Critical Incident Technique
Best and worst donor experiences
Day Reconstruction Method (DRM; Kahneman, Krueger, Schkade, Schwarz, & Stone; 2004)
Participants play back in their mind (like a movie) the activities and emotional experiences of a day in the past.
The DRM has a close correspondence with established results from experience sampling with the advantage of lower respondent burden.
Analysis Combined technique of inductive and deductive thematic analysis (Fereday & Muir-Cochrane, 2006) of transcripts and observer notes Multiple coders
Iterative and reflexive refinement of codes
Results
• RQ1: How do other people influence the emotional experience of donors?
• RQ2: How do donor emotions influence the use of other people as a resource?
• There were four themes that arose from the data indicating how other people influence donor behavior1. social support2. social norms3. personal connection 4. recognition/reinforcement
Type of Social Support
Source of Support
Emotional Tangible Informational Companionship
Personal
Professional
Types and Sources of Social Support
empathy encouragement
Financial assistance, transport
Advice, tips, guidance
Physical or virtual
presence of others
Wills 1991
Type of Social Support
Source of Support
Emotional Tangible Informational Companionship
Personal
Professional
Types and Sources of Social Support
Blood service staff
Peer, family
Type of Social Support
Source of Support
Emotional Tangible Informational Companionship
Personal
Professional
Types and Sources of Social Support
Provided by family,
friends or workmates“We all walked down to
Burke Street...me and my colleagues walked down
to the donation.....you felt like you belonged to
something”.
Provided by family, friends or workmates“Work organized [the
donation]… They actually pay for a taxi to pick us up
and drop us off”
Donation tends to private not public. Don’t talk about it “None of my
friends really talked about [donating]. “
High source credibility of Blood Service.
Quality of the food was important support ‘…, I
thought it was good because you got to eat
cookies and stuff and you get little freebies at the
end’
Website primary source. Used to make
appointments and eligibility criteria.
“All the information is there...everything you
know like...it’s good that you know the place where
you can go”
How does social support influence the emotional experience of donors?
Emotional Experience
•More prevalent in novices•Positive: low level happiness•Negative: Frustration at absence of info, contempt at info spam, guilt
Informational
Support
•Younger donors and friendship (happy and pride)•Novices – to overcome anxiety and fear
Companionship Support
Emotional Support
•More prevalent in novices•Heightened sense of fear and anxiety•Mysterious process•Rely on professional support for reassurance•Source credibility engenders trust and relief
Tangible Support
•Limited mentions•Joy – food•Reduction of negative emotions
How do social norms influence the emotional experience of donors?
Emotional Experience
Injunctive norms (what
people think or feel is right)
•Most people believe donating blood is the right thing to do•Happy•Pride•Want to avoid guilt•Sometimes the Marketing messages can generate guilt anger• want to but cant donate= sadness, regret
•Donation behaviour is rare 1 in 30•Des. Norm = most people don’t donate•Private behavior so friends/family unaware•Descriptive norms less of a motivator for donation
Descriptive norms
(what people actually do)
Norm activation
theory
Schwartz 1977
How does personal connection influence the emotional experience of donors?
Emotional Experience
•People you know• Children, parents•More women
Pro-social
Values
Pay it Forward
Pro-self Values
Pay it Back
Social Value
Orientation (Van
Lange et al 1997“I did because my father actually needed it. He was passing away
so he was after [blood]. I actually ended up fainting sort of in the middle so I couldn’t finish. And after...I think a year after that
I...actually I felt ashamed”
‘...you know going down [to the donor centre] I’d feel a little bit
pleased; a little bit scared; a little bit irritated. I’d feel all these
emotions even a little sad because you’d know that you’re not giving
blood for it not to go to help somebody and you’d think of
whether it be your grandparent
or child.
How does recognition/reinforcement influence the emotional experience of donors?
Emotional Experience
•Recognition is communication of respect for an action and reinforces behaviour.•Other people confirm your identity as a donor
Fisher and
Ackerman 1998
Private Recognition
•Older donors•Altruism•Donation is a private act•Didn’t want to be seen as bragging
“I don’t look for kudos when I give blood. I just
go in I give blood and you just walk out and you think thank Christ it’s not me that needs it. That’s the way I
look at it. It’s a question of honour (pride)”
Public Recognition
•Younger donors•Egoism•Physical and virtual reinforcement•Brownie points and social credits•Didn’t want to be seen as bragging
“I think people do want the recognition...certainly
in the main they want some sort of....I think it adds to the value of the
experience”
Summary
Social Support
Social Norms
Personal Connection
Recognition/Reinforcement
Emotional Experience
GuiltSadness
FrustrationAnxietyRegret
JoyPride
Happiness
Marketing Strategies• Normalise donating
blood• Speak out• Facillitate group
bookings• Link to Cancer
Awareness • Social media
recognition
Questions?