Recruiting and retaining Australian blood donors: A social-psychological analysis of the role of attitudes, identity, and norms

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There has been little theory-based research examining the psychosocial predictors of blood donation, especially repeat blood donation, within an Australian context. This research seeks to assess the role of attitudes, identity and norms in predicting blood donation within rural and urban settings (Study 1) and for repeat blood donation amongst early career donors (Study 2). Study 3 will comprise two interventions designed to promote attitudinal and behavioural change for both blood donation initiation amongst current non-donors and repeat blood donation for early career donors. Identifying the predictors of blood donation for new and repeat donors will assist in the provision of this vital service within Australian health care settings.