Positive, but not negative, emotions prior to donation predict first-time whole blood donor return
AbstractBackground: Despite recognition that blood donation, like many health-related behaviours, is a highly affective experience, the impact of donors’ emotional experience on subsequent behaviour remains relatively unexplored. The aim of this study was to fill this gap by measuring first-time blood donors’ emotions throughout the donation process. Specifically, we assessed a range of discrete emotional states and then tracked intention and return behaviour. Methods: First-time blood donors (N=310) were asked “How joyful/proud/sad/scared/stressed do you feel right now?” in the waiting area of the donation centre, in the chair before needle insertion, and in the refreshment area after donation. Donors’ self-reported emotional experience was used to predict intention to return (measured in-centre) as well as actual return within the next 6 months. Findings: Across timepoints, the vast majority reported experiencing positive emotions (94-97%), with a much lower percentage reporting negative emotions (4-64%, with the highest being for stress in the chair). Pride in the waiting area (Beta=.180, p=.017), and joy in the chair and the refreshment area (Betachair=.177, p=.044; Betarefreshment=.313, p=.001) predicted intention to return. Positive emotions in the waiting area predicted return (ORjoy:1.66, 95%CI[1.20-2.31]; ORpride:0.71, 95%CI[0.52-0.96]). Emotions in the chair and refreshment area did not predict return. In no analysis did negative emotions predict intention or return. Discussion: Positive, but not negative, emotions in-centre predict intention to return and return behaviour among first-time blood donors. Further, negative emotional experience is relatively infrequent. Interventions targeting positive emotions prior to donation could be effective in boosting retention among this group of donors.
Copyright (c) 2017 A. van Dongen, B. Masser, L. Williams
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