Effects of message framing on recruiting Rh-D-negative blood donors in an emergency situation: Two randomized trials

Guangzhou Blood Center, Guangzhou, China. The Key Medical Disciplines and Specialties Program of Guangzhou, China. School of Laboratory Medicine and Biotechnology, Southern Medical University, Guangzhou, China.

British journal of health psychology. 2021

Other resources

PICO Summary

Population

Rh-D-negative blood donors (RDNBDs) from two studies, (study 1, n= 2,074; study 2, n= 2,559).

Intervention

Gain-framed text messages and materials.

Comparison

Various comparators of text messages and materials (loss-framed, informative, and no message).

Outcome

Study 1 showed that significantly more RDNBDs re-donated within 14 days after receiving loss-framed message, compared to not receiving any message. Study 2 found that RDNBDs who read the loss-framed material expressed more willingness to donate immediately than those who read the gain-framed material. RDNBDs with high-risk perception expressed a greater blood donation intention in the loss-framed group.
Abstract
OBJECTIVES Prospect theory categorizes message framing according to whether it emphasizes a possible loss or a possible gain. Promotions of blood donation worldwide mainly focus on gain-framed appeal. The objective of the current study is to examine the effects of message framing on recruiting Rh-D-negative blood donors (RDNBDs) in an emergency situation. DESIGN Two randomized trials. METHODS In Study 1, 813 group O and 500 group B RDNBDs were randomly assigned to three groups receiving three different recruitment text messages: (1) gain-framed, (2) loss-framed, and (3) information messages. In addition, 613 group A and 148 group AB RDNBDs were marked as (4) no message group. In Study 2, 758 RDNBDs were randomly provided one of two versions of materials focusing on either the possible survival (gain-framed) or the death (loss-framed) of a Rh-D-negative patient needed a blood transfusion. These participants then completed a questionnaire to examine the possible mechanisms underlying the observed effects. RESULTS Compared to not receiving any message, significantly more RDNBDs re-donated within 14 days after they received a loss-framed message. Study 2 found that RDNBDs who read the loss-framed material expressed more willingness to donate immediately than those who read the gain-framed material. RDNBDs with high-risk perception expressed a greater blood donation intention in the loss-framed group. The loss-framed message made participants perceive others' needs more strongly, which generated more empathy, and thus increased blood donation intention. CONCLUSIONS The results suggested that recruiting RDNBDs using a loss-framed message is suitable under an emergency.
Study details
Language : eng
Credits : Bibliographic data from MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine