Explaining Voluntary Blood Donation from a Communication Perspective

Resumen

Using the Communication Mediation Model, this study argues that interpersonal communication holds considerable potential to motivate and facilitate voluntary blood donation. To test this claim, three blood donation scenarios are used: past donation, future intention, and intention during an emergency. Results from path analysis using survey data from Colombia show that talking about blood donation is central to voluntary blood donation. The direct effects of blood talk on past donation and future intention are significant. Importantly, blood talk mediates the contribution of other variables in the model, including media use and pro-civic behaviors. Findings hold true for both first-time and repeat donors.