The emotional psychology of blood donors: understanding and using the affective key to donor return

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Every week in Australia 27,000 blood donations are required to meet medical needs. Though donors are continually recruited, each year around 40per cent of Australian donors fail to re-donate. Why this occurs and how to prevent this is not well understood. Using an approach grounded in psychology and affective science, this project comprises a program of studies that aims to advance understanding of the affective factors that contribute to blood donor return and translate that understanding into interventions to increase donor return. The project aims to advance the psychological conceptualisation of blood donation by integrating insight from affective science, while also enabling the Blood Service to meet the nation's demand for blood products.