title: How to encourage non-donors to be more willing to donate blood? Testing of binding communication based interventions.
abstract: OBJECTIVE
  Our study aims to test the effectiveness of binding communication based interventions (vs classical persuasive communication based ones) inciting non-donors to act in favour of blood donation.
  
  
  BACKGROUND
  The implementation of effective communication interventions represents a major public health issue. Nevertheless, persuasive media campaigns appear to have little effect on behaviours. Even though non-donors hold a positive attitude towards blood donation, they are not inclined to donate. As an alternative to producing behavioural changes, many recent studies have shown the superiority of binding communication over persuasive communication.
  
  
  METHODS
  All participants, non-donors, were randomly assigned to one of four experimental conditions of a 2 (type of communication: persuasive vs binding) × 2 (source credibility: low vs high) factorial design. Then, they were asked to report their intention to donate blood, and their intention to distribute leaflets regarding blood donation.
  
  
  RESULTS
  Binding communication is a more effective strategy for increasing intention towards blood donation compared with persuasive communication, especially when combined with high credibility source.
  
  
  CONCLUSIONS
  Accordingly this study calls for more consideration of knowledge of social psychology to design effective communication interventions and increase the number of donations.
authors.affiliation: Aix Marseille Université, LPS EA 849, 13621, Aix en Provence, France.
authors.forename: D
authors.initials: D
authors.lastname: Fonte
authors.affiliation: Aix Marseille Université, LPS EA 849, 13621, Aix en Provence, France.
authors.forename: J
authors.initials: J
authors.lastname: Blondé
authors.affiliation: Aix Marseille Université, LPS EA 849, 13621, Aix en Provence, France.
authors.forename: F
authors.initials: F
authors.lastname: Girandola
mesh_terms: D000293:Adolescent; D000328:Adult; D001782:Blood Donors; D003142:Communication; D005260:Female; D064368:Healthy Volunteers; D006801:Humans; D033182:Intention; D008297:Male
keywords: behavioural changes; binding communication; blood donation; persuasive communication; source credibility