Message Framing and Perceived Risk of Blood Donation

Mohanty, Nilamadhab; Biswas, Saswata Narayan; Mishra, Debiprasad

doi:10.1080/10495142.2021.1959488

Cited by 4 publications

(1 citation statement)

References 74 publications

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“…Previous analyses have indicated that perceived risk has been explored as a contextual factor in research on the persuasiveness of communication campaigns on different social issues. There is some evidence of a greater persuasive impact of negatively framed messages when people present a high perceived risk, whereas positively framed messages are more effective in subjects with low perceived risk; for example, the intention to donate blood (Mohanty et al, 2021).…”

Section: Risk Perceptionmentioning

confidence: 99%

Framing, risk perception and social health campaigns: A neuroscientific analysis

Lores

Crespo‐Tejero

Fernández‐Hernández

et al. 2023

J of Consumer Behaviour

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Health authorities have widely used social health campaigns to improve the attitudes and healthy behaviours of the population. During the COVID‐19 pandemic, they became an essential tool in increasing compliance with health measures, especially among the young population, a particularly reluctant group. The aim of this study was to analyse the effectiveness of different campaigns in improving young people's intention to change their behaviour towards compliance with health measures. For this purpose, an experimental study was conducted using neurophysiological tools (electroencephalogram and galvanic skin response) as well as self‐reported data from a questionnaire. The experiment analysed three health campaigns with different narrative frames and emotions in the messages. The results showed different degrees of persuasive effectiveness depending on the framing, emotions used, and level of intensity of such emotions. Overall, it was concluded that negative framing strategies and high levels of intensity worked effectively. The influence of the perceived risk declared by the participants on the impact of the different campaigns was also analysed. In this case, for the most difficult target to activate, subjects with low perceived risk, negative and low‐intensity framing strategies were revealed to be the most effective. Implications for the design of campaigns were derived, and limitations and future lines of research were addressed.

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Section: Risk Perceptionmentioning

confidence: 99%

Framing, risk perception and social health campaigns: A neuroscientific analysis

Lores

Crespo‐Tejero

Fernández‐Hernández

et al. 2023

J of Consumer Behaviour

View full text Add to dashboard Cite

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Factors influencing consumers’ intention to donate blood: A South African perspective

Matubatuba,

Strydom,

Lunanga

et al. 2023

Health Marketing Quarterly

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Effects of narrative-persuasive frames on Twitter regarding blood donation: pride versus empathy and people versus numbers

Stolle

Sanz

Rodríguez-de-Dios

2022

EPI

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Blood donation in Spain is an altruistic, voluntary and unpaid process. Despite its social and health significance, this process has suffered a standstill in recent years that has been aggravated by the coronavirus pandemic. To promote the generation of new donors, it is necessary to carry out campaigns aimed at younger age groups to improve the information they have and reduce their fears. This research analyses the effectiveness of different frames of a persuasive narrative to increase blood donation. These frames have been constructed from two variables: an emotional appeal (empathy awakened by a recipient protagonist versus the pride experienced by a donor protagonist) and the identification of the beneficiary of the donation (identifiable victim versus generic beneficiary). The manipulated narratives incorporate features of edutainment and are adapted to the tone and language of the target population, young people, in the format of a Twitter thread. To test the effectiveness of these narratives, an experimental study was conducted among 600 participants aged 18–30 years. The results show the effectiveness of the emotional appeal, specifically in the threads that are led by a recipient of the blood donation. This appeal induces greater identification among people who perceive themselves as a little or somewhat similar to the protagonist. This outcome in turn positively affects information recall, the intention to share the message and the attitude towards donation, and reduces the perceived risk. All in all, it increases the donation intention. The data confirm a moderated mediation model with identification as a mediator and similarity as a moderator. On the contrary, no statistically significant effects were found regarding the second manipulated variable. No evidence was found that the use of an identifiable beneficiary in the donation appeal obtained better results than the call to donate supported by generic data.

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Message Framing and Perceived Risk of Blood Donation

Cited by 4 publications

References 74 publications

Framing, risk perception and social health campaigns: A neuroscientific analysis

Framing, risk perception and social health campaigns: A neuroscientific analysis

Factors influencing consumers’ intention to donate blood: A South African perspective

Effects of narrative-persuasive frames on Twitter regarding blood donation: pride versus empathy and people versus numbers

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