Department of Management and Marketing, University of Melbourne, Parkville, Victoria, Australia.
Transfusion. 2012 Sep;52(9):1889-900. doi: 10.1111/j.1537-2995.2011.03545.x. Epub 2012 Feb 10.
The Motivation Crowding-out Theory suggests that incentives undermine intrinsic motivation and thus blood donation behavior. While there is strong evidence showing the negative relationship between monetary incentives and blood donation, findings on the effect of nonmonetary incentives are mixed. Set in a voluntary, nonremunerated environment, this study explores aspects of the nonmonetary incentive-blood donation relationship not captured by the crowding-out hypothesis.
In-depth interviews were conducted to explore donors' attitudes toward nonmonetary incentives currently used or considered by the Australian Red Cross Blood Service (Blood Service). Transcripts were analyzed using an inductive, thematic approach.
Of the nonmonetary incentives examined (i.e., health screening tests, branded tokens, paid time off work, recognition of key milestones, and postdonation refreshments), none were found to crowd out intrinsic motivation, although not all were viewed favorably. Donors who viewed branded tokens negatively considered the cost implications for the Blood Service, while donors who responded positively considered the public benefit of tokens in raising the profile of the Blood Service. Other nonmonetary incentives-paid time off work, postdonation refreshments, and health screening tests-were viewed positively because donors perceived them to be congruent to the effort expended in donating blood. Finally, donors expressed a preference for private over public recognition when acknowledging significant contributions.
When operating in a voluntary, nonremunerated environment, blood services should view donors as supply partners rather than customers, only consider nonmonetary incentives that are congruent with the act of donation, and provide private rather than public recognition of key milestones.
动机排挤理论表明，激励措施会破坏内在动机，从而影响献血行为。虽然有强有力的证据表明金钱激励与献血之间呈负相关，但关于非金钱激励效果的研究结果却存在分歧。本研究在自愿、非报酬的环境中，探讨了动机排挤假设无法捕捉到的非金钱激励与献血之间关系的方面。
采用深入访谈的方法，探讨了澳大利亚红十字会血液服务中心（血液服务中心）目前使用或考虑的非金钱激励因素对献血者态度的影响。使用归纳、主题分析的方法对转录本进行分析。
在所研究的非金钱激励因素（即健康筛查测试、品牌代币、带薪休假、关键里程碑认可和献血后茶点）中，没有发现任何因素会排挤内在动机，尽管并非所有因素都受到好评。对品牌代币持负面看法的献血者认为这会对血液服务中心造成成本影响，而对品牌代币持正面看法的献血者则认为代币可以提高血液服务中心的知名度，从而带来公共利益。其他非金钱激励因素，如带薪休假、献血后茶点和健康筛查测试，受到了献血者的好评，因为他们认为这些激励因素与献血所付出的努力是一致的。最后，献血者表示，在承认重要贡献时，他们更倾向于私下而不是公开认可。
在自愿、非报酬的环境中，血液服务中心应将献血者视为供应合作伙伴，而不是客户，只考虑与献血行为一致的非金钱激励因素，并提供私下而不是公开认可关键里程碑。
