Department of Psychology, Ohio University, Athens, Ohio, USA.
School of Psychology, University of New South Wales, Sydney, Australia.
Transfusion. 2020 Sep;60(9):1998-2009. doi: 10.1111/trf.15942. Epub 2020 Jul 17.
Prior studies suggest that responding to online motivational questions increases blood donation intention. The present studies were designed to extend these findings by (a) exploring the impact of methodologic variations in the content and order of administration of specific questions on donation intention and (b) examining anticipated positive and negative emotional reactions as potential mediators.
In the first study, 4709 respondents (51.2% female; mean ± SD age, 38.4 ± 12.1 years) were randomly assigned to one of four motivational questions or a no-question control. In the second study, 5291 respondents (52.7% female; mean ± SD age, 37.3 ± 11.9 years) were randomly assigned to one of six motivational questions or a no-question control. In both studies, the motivational questions were followed by measures of donation intention, anticipated warm glow, and anticipated regret.
In Study 1, three of the four questions were associated with higher donation intentions, with anticipated warm glow being a potential partial mediator for two of the questions. In Study 2, five of the six questions were associated with higher donation intentions, with anticipated warm glow and anticipated regret being potential partial mediators for three of the questions. These effects were largely consistent among donors and nondonors.
These studies expand our understanding of the association between particular motivational questions and donation intentions and provide preliminary support for the notion that specific questions may influence donation intention by increasing anticipated positive and negative emotional reactions to the thought of giving or not giving, respectively.
先前的研究表明，回答在线动机性问题可以提高献血意愿。本研究旨在通过以下方式扩展这些发现：（a）探索特定问题的内容和呈现顺序的方法学变化对捐赠意愿的影响；（b）检验预期的积极和消极情绪反应作为潜在的中介。
在第一项研究中，4709 名受访者（51.2%为女性；平均年龄±标准差，38.4±12.1 岁）被随机分配到四个动机性问题之一或无问题对照组。在第二项研究中，5291 名受访者（52.7%为女性；平均年龄±标准差，37.3±11.9 岁）被随机分配到六个动机性问题之一或无问题对照组。在两项研究中，动机性问题后都有捐赠意愿、预期温暖感和预期后悔感的测量。
在研究 1 中，四个问题中的三个与更高的捐赠意愿相关，两个问题的预期温暖感是潜在的部分中介。在研究 2 中，六个问题中的五个与更高的捐赠意愿相关，三个问题的预期温暖感和预期后悔感是潜在的部分中介。这些效应在捐赠者和非捐赠者中基本一致。
这些研究扩展了我们对特定动机性问题与捐赠意愿之间关联的理解，并初步支持了这样的观点，即特定问题可能通过增加对给予或不给予的想法的预期积极和消极情绪反应，从而影响捐赠意愿。
