This literature review offers a detailed analysis of the blood donation practices. The main focus is on the motivation behind the individual's decis

Introduction

This literature review offers a detailed analysis of the blood donation practices. The main focus is on the motivation behind the individual's decision to donate blood. Blood donation plays a key role in current healthcare systems. However there remains a gap between the demand for blood supply versus the actual number.

In 2018 the Australian Red Cross Blood Service highlighted this issue. They stressed the discrepancy between the blood supply against the demand. This is a matter of grave concern. It is estimated that roughly 1.3 million blood donations are required each year. This is to cater for Australia's yearly medical needs. The act of blood donation emerges as a lifeline for many persons in desperate need amid the delicate interaction of medical demands and human compassion. However, according to the Australian Red Cross Blood Service (2018), just 3% of the eligible population regularly participates in blood donation on a yearly basis. This significant chasm between ever-present need and praiseworthy but insufficient contribution emphasises the critical importance of unravelling the complex motivations and insurmountable barriers prevalent among the eligible donor population.

This literature review delves into the driving forces as well as the obstacles to blood donation in Australia. The primary objective is to study how these factors can motivate more people to donate blood. First the review will shed light on the significance of blood donation. It will also talk about the current global blood shortage.

Further it will assess the motivations for blood donation. These can range from altruism to the aspiration to aid others or simply a sense of civic duty. The study will also cover some of the barriers to blood donation. These can include needle phobia safety concerns or inconveniences.

Blood Donation Motivators

Examining the motivations for blood donation suggests a strong emphasis on charity as a main motivator (Hartwell & Wilhelm, 2017; France et al., 2020). The idea of selflessly assisting fellow humans and tangibly contributing to the well-being of the community emerges as a powerful motivator. Altruism involves actions that lack direct personal gain. Blood donors typically do not receive monetary compensation for their donation, and any benefits they derive are indirect (e.g., emotional satisfaction, knowing they've helped save lives). Blood donation is usually seen as an act of altruism and has been thoroughly researched.

According to Alessandrini, M. (2007) blood donors in Australia have a propensity to volunteer more frequently and with a strong sense of altruism. These inherent characteristics of altruism, associated with volunteering, are thought to have a strong connection to their desire to donate blood. Australian blood donors display an enthusiastic tendency to craft a wide identity. It is not confined to blood donation. Their wish is to establish an identity involving a bigger array of traits. They also want to incorporate various affiliations. This need for a complex identity stems from their inner urges. It is also inspired by the pleasure that comes from engaging in selfless actions. Such actions could reach further than the act of giving blood.

In the context of planned/reasoned action, "intentionality" refers to a person's desire or planned readiness to engage in a certain behavior, like donating blood, according to Chell, K. (2017). This idea holds that intentions are a good predictor of future behavior. The results of this study showed that, despite the fact that intentionality was the best predictor of future blood donor behavior, it was not always able to recommend practical strategies for promoting it.

It's interesting that the study found that some organizational characteristics, including the length of time donors must wait at donation centers, are important and accurate predictors of future donor behavior. It was discovered that these aspects of the overall donation experience had a direct bearing on whether or not people followed through on their intentions to donate blood. This implies that interventions designed to enhance the process of giving blood in terms of its effectiveness, convenience, and overall experience may have a favourable impact on raising the number of people who actually donate blood.

In a study (Bambrick & Gallego, 2013), the public's opinions and preferences regarding compensation for costs associated with blood donation, notably the expense of travel and time, were examined. The results provide insight into how people, donors and non-donors alike, view and react to the notion of being compensated for their work.

The vast majority of responders (46%) supported reimbursement for travel expenses. This indicates that these respondents thought getting reimbursed for travel costs associated with blood donation would be a motivating factor. On the other hand, just 19% of respondents favoured paying donors for the time they spent giving blood.

Compared to genuine blood donors, non-donors supported the idea of compensation with a higher likelihood. This distinction suggests the possibility could be appealing to non-donors.

Furthermore, strong personal relationships to blood recipients or even a history of having life-sustaining transfusions highlight the role of personal experiences as powerful motivators (France et al., 2020). Understanding these inherent motivators can help shape the shapes of subtle marketing campaigns, which can then highlight the substantial influence potential donors can have on the trajectories of other people's lives.

Barriers for Blood Donation

Barriers to blood donation include a variety of things that prevent people from taking part in this selfless gesture. Developing solutions to confront and get around these obstacles requires an understanding of them. The following are some of the main obstacles to blood donation.

Prior investigations into blood donation behavior have recognized several notable obstacles or deterrents that discourage individuals from donating blood. Particularly, this study focuses on four key factors that have emerged as substantial barriers for individuals who are not currently blood donors: insufficient time, the necessity to travel considerable distances, apprehension towards needles, and concerns about infectious diseases. These factors have been previously identified in research as obstacles to blood donation (Giles and Cairns, 1995; ARCBS, 2001).

Fear and Anxiety: Fear of needles, pain, or the donation process itself can deter potential donors. Anxiety related to the procedure can make individuals hesitant to participate.

Misconceptions and Myths: Misinformation about the donation process, potential health risks, or incorrect beliefs about the impact of donation on the donor's health can discourage participation.

Time Constraints: Busy schedules and lack of time to visit a donation center can prevent individuals from donating, especially if the process is perceived as time-consuming.

Health Concerns: Certain medical conditions or medications can make individuals ineligible to donate blood. Health-related fears, such as feeling weak or unwell after donation, can also be barriers

Cultures and traditions can also have a negative impact on the way people view blood donation. According to a study by (Polonsky,2019), there seems to be a lot of disparities regarding donating blood among black African migrants in Australia. The study investigated the relationship between various factors and individuals' intentions to donate blood. Several key findings shed light on the complex interplay between different factors and blood donation intention.

The study found that the cultural society factor had a negative association with blood donation intention. In other words, cultural influences, potentially related to societal norms or beliefs, acted as a barrier to individuals' willingness to donate blood. While cultural factors can act as barriers, the study indicates that engagement with the cause and the ability to overcome fears are more influential in shaping intentions positively. Importantly, it suggests that simply removing barriers, including cultural ones, might not be enough to significantly boost blood donation intentions.

Limitations of the study

Limited Understanding of Motivations

While previous studies have acknowledged the role of altruism as a motivator for blood donation, there is a lack of in-depth exploration into the nuanced motivations that drive individuals to participate. The existing literature often overlooks the influence of personal connections, community consciousness, and the impact of tailored campaigns in motivating potential donors.

Incomplete Assessment of Barriers

Although barriers to blood donation have been identified, their intricate interactions with demographic variables remain insufficiently explored. Existing research does not comprehensively address how factors like age, gender, socio-economic status, and cultural background intersect with barriers, leading to varied inhibitory dynamics.

Need for Tailored Strategies

Existing studies may not adequately address the need for customized marketing strategies that resonate with different demographic segments. There is a lack of comprehensive guidance on how to craft messages that appeal to the values, concerns, and motivations of distinct target groups.

Research Aim and Objectives

Aim

The overarching aim of this research is to enhance blood donation rates in Australia by comprehensively understanding the characteristics, motivations, and barriers of the target population, and subsequently developing effective marketing strategies.

Objectives

To Analyses of the Eligible Market Segment's Features

To find out the Motivations for Blood Donation

To find out the Barriers to Blood Donation

Hypotheses

There is a positive correlation between individuals' level of altruistic tendencies and their likelihood of participating in blood donation.

Individuals who have experienced a personal connection to someone who benefited from blood donation (e.g., transfusion) are more motivated to donate blood themselves.

The presence of misconceptions and lack of accurate information about the blood donation process is a significant barrier to potential donors' willingness to donate.

Individuals who have previously donated blood are more likely to overcome barriers and donate again due to their familiarity with the process and its positive outcomes.

The fear of needles and the perception of pain during the donation process act as significant deterrents, reducing individuals' intention to donate blood.

Cultural factors, including societal norms and beliefs, have an impact on individuals' willingness to donate blood, either positively or negatively.

The provision of convenient donation locations and efficient processes positively influences individuals' intention to donate blood.

Tailored communication campaigns that address specific barriers, fears, and motivations of diverse demographic groups will lead to increased blood donation intention within those groups.

Conclusion

In summary, this research has explored the complexities of blood donation behavior in Australia, aiming to uncover motivations and barriers to enhancing donation rates. Altruism and personal connections emerged as significant motivators, while fear, misconceptions, and logistical challenges were identified as barriers. Cultural factors also played a role. The study's hypotheses provide direction for further investigation. By understanding these dynamics, tailored marketing strategies can be developed to encourage blood donation and address specific concerns, contributing to a culture of generosity and community well-being. Ultimately, this research provides a stepping stone toward bridging the gap between blood supply and demand, potentially saving numerous lives in the process.

Reference

Alessandrini, M. (2007). Community volunteerism and blood donation: Altruism as a lifestyle choice. Transfusion Medicine Reviews, 21(4), 307-316. https://doi.org/10.1016/j.tmrv.2007.05.006Armitage CJ, Conner M. (2001). Social cognitive determinants of blood donation.Journal ofApplied Social Psychology 31: 14311457

Australian Government Department of Health and Aged Care. (2023, August 28). Blood and blood products in Australia. Retrieved from

https://www.health.gov.au/topics/blood-and-blood-products/blood-and-blood-products-in-australiaBambrick, H., & Gallego, G. (2013). Community attitudes to remunerated blood donation in Australia: results from a national telephone survey. Transfusion Medicine, n/a-n/a. https://doi.org/10.1111/tme.12062

Chell, K., Davison, T. E., Masser, B., & Jensen, K. (2017). A systematic review of incentives in blood donation. Transfusion, 60(11), 3483-3501. https://doi.org/10.1111/trf.14387

France, C., Thompson, B., & Sekhon, M. (2020). Motivations for blood donation: A systematic review and meta-analysis. Transfusion, 60(11), 3483-3501.

Giles M, Cairns E. (1995). Blood donation and Ajzens theory of planned behaviour: An examination of perceived behavioural control.British Journal of Social Psychology 34: 173188

Hartwell, T., & Wilhelm, K. (2017). Motivations for blood donation: A systematic review. Transfusion Medicine Reviews, 31(3), 234-246

Polonsky, M. J., Brijnath, B., & Renzaho, A. M. N. (2019). They dont want our blood: Social inclusion and blood donation among African migrants in Australia. Social Science & Medicine, 221, 191-198. https://doi.org/10.1016/j.socscimed.2019.02.020

7207MKT RESEARCH REPORT GUIDELINES

Look at the marking guidelines to help you identify what is important.

TITLE PAGE e.g. Motivators and barriers for blood donation within a sample of eligible potential donors (8 to 12 words)

Student name:Student number:

Approximate word count

[Page break]

Abstract (not included in word count approximately 120 words)

This should be a summary of the research as a whole in about 120 words. You should include a very brief background to the research problem, who the participants were (e.g. university students, community members, etc.) and method used (e.g. survey), and how they were sampled (e.g. convenience sampling). It should also include just the key findings and major conclusion.

Introduction

Broad background to the topic/ issue including statement of the market research problem, why it is worth examining, and the overall aim of the research (keep this brief) this information comes from your problem definition assignment 1.

Literature review

Brief literature review, including appropriate journal article/ business publication evidence for your arguments to support the research objectives and hypotheses that you present. You can put your research objectives and hypotheses at the end of this section or you could present them as they are relevant within your literature review. It is often easier as a beginning researcher to present them at the end of the literature review. this information comes from your problem definition literature review assignment 1.

For example, when presenting your research objectives you could write something like

Based on a review of the literature discussed in the previous paragraphs the following research objectives and hypotheses are presented:

RO1: To determine what barriers to blood donation exist in a sample of eligible male and female donors

H#: Fear of needles is more important to females than males in deterring blood donation

Etc.

RO2: To determine the differences between males and females in donation intentions

H#: Females are less likely to donate blood than males

Etc.

Method (this section will be very brief for our purposes)

Examples of issues to be covered in the Method section are listed below (Hint: Look at some good journal articles to give you tips on the different ways you could present this).

Firstly, present a very brief rationale for the use of survey methodology (Hint: use any good text or journal article/s for reference here).

4.1 Participants this section should include how many respondents there were and some of their broad characteristics such as the numbers of males and females and age range, etc.

4.2 Survey instrument provide examples of data gathered (e.g. gender, intentions to donate, beliefs, attitudes, etc.) and a few examples of indicator items. You dont have to list everything from the survey just make sure you indicate a few of the types of items that were on the survey to give the reader an idea of what the survey was like.

4.3 Procedure

e.g. Respondents were recruited using a non-probability convenience sampling approach through intercepts at a major public university and various locations within the community of a capital city in Australia. Locations were chosen to maximise respondent heterogeneity.There were no inducements to participation in the research. Respondents were asked to complete the survey and were assured that their privacy and confidentiality would be protected. They were also assured that they were free to decline to participate or withdraw at any time without penalty. Sampling was conducted over a three week period resulting in a final sample of 276 respondents.

Results and Discussion (this should be divided into at least 2 and possibly 3 sections with appropriate sub-headings)

5.1 Sample characteristics

Demographic characteristics of the sample with graphs or tables to summarise these characteristics (e.g. gender proportions, age, education levels, occupation, nationality, etc.).

It might be best to place the importance of particular communication channels data here as well, but you could add an extra section under hypothesis testing instead if you have included hypotheses about communication channels.

See information on table formatting below. Tables are best used in a report when you are presenting quite a lot of numerical information for comparison between variables. For example, if you are comparing a series of means on different variables, it is often useful to put this into a table in your Word document. See the dummy table example following. You then need to interpret the information that you have summarised in the table for the reader.

Table 1. Importance of different media channels to respondents

Mean importance of different media channels to respondents Mean SD

Television 4.41 2.37

Facebook 4.96 1.33

Twitter 5.30 1.45

The internet in general 4.93 1.56

Direct mail 2.98 1.74

SMS messaging 2.74 1.56

Telephone 1.94 1.27

Etc 4.10 1.87

Note the data below in the table is just dummy data you need to analyse the output for the survey to insert correct data.

Graphs can also be useful in this section containing a visual representation of some of the descriptive statistics. For example when presenting education by gender distribution the following graph might be useful:

Figure 1. Gender and educational profile of the sample

5.2 Hypothesis testing

Presentation and interpretation of results of analysis under each research objective/ hypothesis. You need to report any statistical analysis correctly in text. The use of graphs and tables here to summarise some of the data may be useful. It is also important to state whether your hypotheses have been supported or not after each hypothesis test.

In addition, it is often helpful for the reader to organise your results under topics using sub-headings which reflect your research objectives or hypotheses e.g. Differences in barriers to blood donation between males and females Relationships between motivators and blood donation intentions, etc. Please note that you may have other headings more suitable for your sections based on your particular research objectives/ hypotheses.

5.3 Other interesting findings (optional)

Anything that you have not included in your hypothesis testing but would like to present can be inserted here if you wish although this is completely optional.

You can put a separate Discussion section if you want to but whether you do or not, in the discussion you need to link your results back to any literature evidence you have presented you are making any links with previous research findings here - i.e. your results consistent with previous findings or different from them? (include any relevant reference from your literature review). Here you are basically interpreting your findings and presenting what this means.

Conclusions

What are the key findings in terms of the research objectives and overall aim of the research?

What are the implications for marketing blood donation behaviour and increasing the numbers of actual donors?

What are the limitations of this research?

Present some suggestions for future research, if appropriate, as all good research often raises more questions that need exploring.

References (APA Style)

Appendix (Personal Learning Reflection)

A personal Learning Reflection is a key aspect of critical thinking ability. In a Learning Reflection you need to articulate your observation of your own engagement with the learning processes and any personal insights as a result of completing this assignment (and the course as a whole). It should be approximately 2 pages double spaced and is not included in the final word count. It is worth 10% of the final research report so make sure that you include it with your assignment. It is also useful to look at the marking criteria for this aspect of your assignment (see overleaf).

Learning reflection

10 marks Evidence of very high quality of reflection about both personal learning outcomes and the process. Demonstration of excellent insight and engagement with the learning process. (8.5 10) Evidence of good quality reflection about both personal learning outcomes and the process. Demonstration of insightfulness and high level of engagement with the learning process. (7.5 8) Some evidence of the ability to reflect on learning outcomes and the learning process. Some reasonable insight into personal learning processes is also demonstrated. (6.5 7) Some evidence of the ability to reflect on learning outcomes and the learning process. However, insight is limited. (5 6) No real evidence of reflection about either learning outcomes or the learning process. (0 4)

HYPOTHESIS TESTING ADVICE

SOME EXAMPLES OF HYPOTHESES RELEVANT TO THE RESEARCH TOPIC

When writing hypotheses you are stating a examining a relationship between different variables. With hypothesis testing you might also be comparing values of particular variables with others.

When examining relationships between variables this can include:

Correlations (e.g. between numerical variables)

H1: Those who feel a stronger moral responsibility (variable 1 one indicator of altruism) are more likely to intend to donation blood in the next three months (variable 2)

H2: Fear of needles (variable 1) is associated with lower blood donation intentions (variable 2)

H3: Those who have a good understanding of how blood donation is used (variable 1) have stronger intentions to donate blood (variable 2)

H4: Those who consider feedback from the Red Cross more important are also more likely to intend to donate blood

H5: Older respondents (variable 1 = age) are more likely to intend to donate blood (variable 2) than younger respondents

OR

Crosstabulations (e.g. between categorical variables)

H6: Those who know what is involved in giving blood (variable 1) are also more likely to have actually given blood (variable 2)

H7: Those who have donated to charitable organisations in the past (variable 1) are also more likely to have considered giving blood (variable 2)

H8: Males are more likely than females (variable 1 = gender) to have actually given blood (variable 2)

OR

Differences between group means (e.g. males and females group means).

H9: Fear of needles (variable 1) is a stronger obstacle for blood donation among females than among males (variable 2 = gender)

H10: Those with higher levels of education (variable 1 = levels of education) are more likely to intend to donate blood (variable 2)

H11: Males (variable 1 = gender) are more likely to be driven by their rational side (variable 2) in making decisions about donating blood than females

H12: Females (variable 1 = gender) are more likely to be driven by their emotions (variable 2) in making decisions about donating blood than males

H13: Females are more likely than males (variable 1 = gender) to say that donating blood is stressful (variable 2)

OR

Comparing counts, frequencies or means between two or more variables

H14: Family and friends are more important communication media than television or radio

H15: Family and friends are the most important communication media for this sample of potential donors

YOU NOTE THAT THERE IS A UNIQUE NUMBER ASSIGNED TO EACH HYPOTHESIS. THIS IS IMPORTANT TO ALLOW YOU TO CLEARLY REFER TO PARTICULAR HYPOTHESES IN YOUR ANALYSIS AND DISCUSSION.

IN YOUR RESEARCH REPORT (ASSESSMENT 3) YOU NEED TO WRITE AND TEST AT LEAST 7 OR 8 HYPOTHESES WITH A MINIMUM OF ONE PER RESEARCH OBJECTIVE. SOME OBJECTIVES MAY HAVE MORE THAN ONE HYPOTHESIS TEST.