Reframing One's Fear of Needles: an Exploratory Study Combining the Elaboration Likelihood Model with Reflecting On One's Self Versus Others to Persuade People to Donate Blood

Abstract

With less than 10% of the U.S. population annually donating blood, blood banks consistently campaign to attract new donors to ensure accessibility to blood for immediate transfusions. However, the fear of needles serves as a barrier to convert people into life-saving heroes. By examining one’s fright and anxiety toward blood donations, this exploratory study’s purpose is two-fold: First, we evaluate if an advertisement which positions respondents to make a choice between receiving the positive results of donating blood versus facing the negative consequences of not giving blood can influence intentions to become blood donors. Second, we seek to discover if positioning respondents to reflect on one’s self versus others (i.e. best friend) motivates them to become blood donors. A conceptual model is designed based on the elaboration likelihood model. This study has implications for marketers, nonprofits, hospitals, and society as a whole.