Predicting the retention of first-time donors using an extended Theory of Planned Behavior

Masser, Barbara M., Bednall, Timothy C., White, Katherine M. and Terry, Deborah (2012) Predicting the retention of first-time donors using an extended Theory of Planned Behavior. Transfusion, 52 6: 1303-1310. doi:10.1111/j.1537-2995.2011.03479.x

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Author Masser, Barbara M.
Bednall, Timothy C.
White, Katherine M.
Terry, Deborah
Title Predicting the retention of first-time donors using an extended Theory of Planned Behavior
Journal name Transfusion   Check publisher's open access policy
ISSN 0041-1132
Publication date 2012-06
Sub-type Article (original research)
DOI 10.1111/j.1537-2995.2011.03479.x
Volume 52
Issue 6
Start page 1303
End page 1310
Total pages 8
Place of publication Hoboken, NJ, United States
Publisher Wiley-Blackwell Publishing
Collection year 2013
Language eng
Formatted abstract
Donor retention is vital to blood collection agencies. Past research has highlighted the importance of early career behavior for long-term donor retention, yet research investigating the determinants of early donor behavior is scarce. Using an extended Theory of Planned Behavior (TPB), this study sought to identify the predictors of first-time blood donors' early career retention.

First-time donors (n = 256) completed three surveys on blood donation. The standard TPB predictors and self-identity as a donor were assessed 3 weeks (Time 1) and at 4 months (Time 2) after an initial donation. Path analyses examined the utility of the extended TPB to predict redonation at 4 and 8 months after initial donation.

The extended TPB provided a good fit to the data. Post-Time 1 and 2 behavior was consistently predicted by intention to redonate. Further, intention was predicted by attitudes, perceived control, and self-identity (Times 1 and 2). Donors' intentions to redonate at Time 1 were the strongest predictor of intention to donate at Time 2, while donors' behavior at Time 1 strengthened self-identity as a blood donor at Time 2.

An extended TPB framework proved efficacious in revealing the determinants of first-time donor retention in an initial 8-month period. The results suggest that collection agencies should intervene to bolster donors' attitudes, perceived control, and identity as a donor during this crucial post–first donation period.
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Article first published online: 18 January 2012.

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2013 Collection
School of Psychology Publications
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Citation counts: TR Web of Science Citation Count  Cited 20 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 21 times in Scopus Article | Citations
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Created: Tue, 29 May 2012, 10:53:59 EST by Dr Barbara Masser on behalf of School of Psychology