Influencing intentions to donate blood: The use of threat and first-person effects
Anker, Ashley E.
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The present study examines first- and third-person perceptions of message reactions to blood donation campaigns. Students were exposed to a blood donation message using direct or indirect wording and a high or low level of threat. Through use of a between-subjects design, a first-person effect was identified for susceptibility to the blood shortage, while a third-person effect was identified for anxiety. Additionally, high threat messages were found to result in increased anxiety, reduced positive affect, and increased susceptibility to the blood shortage, compared to low threat messages. Message reaction patterns are discussed in terms of their relation to behavioral intentions to donate blood. Recommendations are also offered for the judicious use of first- and third-person effects in future health campaign messages.