Resumo

BARRETO, Ana Margarida. Personal traits behind the intention to Donate Blood. Media & Jornalismo [online]. 2019, vol.19, n.34, pp.193-206. ISSN 1645-5681.  https://doi.org/10.14195/2183-5462_34_14.

Understanding the impact of personal traits on prosocial behavior becomes vital for the development of effective advertising messages to the target audience. Hence, this exploratory study was developed to contribute to a better understanding of the motivations of actual and potential blood donors, by analyzing and comparing the effect of some of the most prominent personal traits for predicting or explaining prosocial behavior (blood donation). 125 participants from generation Y answered an online survey that besides asking about their blood donation intention also pertained to establish a relation with their personality traits by considering: attribution theory, self-image, social responsibility, altruism, social influence, and empathy. We also take into consideration the possible effect of framing. According to our findings, blood donors are positively influenced to donate blood by self-image and internal attribution. On the other hand, nondonors are only positively influenced by self-image.

Palavras-chave : blood donation; prosocial behavior; motivators.

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