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Individual life events and blood giving

Individual life events and blood giving Imbedded in the life course paradigm, the purpose of this paper is to investigate which individual life events impact blood donations and to study their underlying mechanisms.Design/methodology/approachBy applying logistic regression, moderation and mediation analysis, this paper uses a large sample of N = 5,640 individuals.FindingsExperiencing normative life events and stressful life events reduce the likelihood of donating blood, whereas human capital life events enhance the likelihood of donating blood. Specifically, having a child and death of a mother decrease and finishing education increases the probability of blood donations. Locus of control and satisfaction with income are significant underlying mechanisms.Practical implicationsSocial marketing campaigns can use individual life events to focus on similarities between potential blood donors and individuals in need of blood. Blood centers can adopt their services to cater to the changing needs after experiencing individual life events by running mobile blood collecting drives and providing guidance.Social implicationsBlood centers take an important role in sustaining a healthy society. As the need for blood will increase in the future, a better understanding of blood donation behavior and social marketing contributes to increased donations.Originality/valueWhile previous research looked at collective life events, there is a dearth in marketing and blood literature on the effects of individual life events. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Individual life events and blood giving

Journal of Consumer Marketing , Volume 36 (7): 13 – Oct 18, 2019

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References (88)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0736-3761
DOI
10.1108/jcm-02-2018-2588
Publisher site
See Article on Publisher Site

Abstract

Imbedded in the life course paradigm, the purpose of this paper is to investigate which individual life events impact blood donations and to study their underlying mechanisms.Design/methodology/approachBy applying logistic regression, moderation and mediation analysis, this paper uses a large sample of N = 5,640 individuals.FindingsExperiencing normative life events and stressful life events reduce the likelihood of donating blood, whereas human capital life events enhance the likelihood of donating blood. Specifically, having a child and death of a mother decrease and finishing education increases the probability of blood donations. Locus of control and satisfaction with income are significant underlying mechanisms.Practical implicationsSocial marketing campaigns can use individual life events to focus on similarities between potential blood donors and individuals in need of blood. Blood centers can adopt their services to cater to the changing needs after experiencing individual life events by running mobile blood collecting drives and providing guidance.Social implicationsBlood centers take an important role in sustaining a healthy society. As the need for blood will increase in the future, a better understanding of blood donation behavior and social marketing contributes to increased donations.Originality/valueWhile previous research looked at collective life events, there is a dearth in marketing and blood literature on the effects of individual life events.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Oct 18, 2019

Keywords: Life course; Blood donation behavior; Blood marketing; Individual life events

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