The Emotional Psychology of Blood Donors: Understanding and Using the Effective Key to Donor Return - Dr Lisa Williams

What is this research about?

Blood donation is a highly affective behaviour. Blood donors report a range of affect and emotions both in anticipation of and as a consequence of donating. Despite this, the empirical analysis of the psychology of blood donation has, to date, largely ignored the role of emotional and affective states in promoting donor retention. The aim of this project is to systematically explore the role of emotional and affective factors in donor retention and provide targeted interventions to increase donor return.

This research draws from recent developments in affective science and donor psychology to show how the ‘push-pull’ of specific affective states towards and away from blood donation directly influence whether donors return to donate once again. Our research will fulfil two main objectives:

1: To identify the affective motivators and barriers to donor return that arise during the donation process as well as in the days and months following donation.
2: To design and evaluate affect-based donor return intervention programs that can be deployed in donation centres and online either before or after donations.

Other researchers working on this project:

Ann van Dongen (Postdoc, UNSW)
Barbara Masser (University of Queensland)

Publications relating to this research:

Masser, B., Smith, G., & Williams, L. A. (2014). Donor research in Australia: Challenges and promise. Transfusion Medicine & Hemotherapy, 41, 296-301

Grant Awarded:

Australian Research Council Linkage Project LP140100034


Sociality and Emotions Lab