Social Influence and Blood Donation: Cultural Differences Between Scotland and Australia

Russell-Bennett, Rebekah, Smith, Geoff, Chell, Kathleen, & Goulden, Jennifer (2015) Social Influence and Blood Donation: Cultural Differences Between Scotland and Australia. In Wymer, Walter (Ed.) Innovations in Social Marketing and Public Health Communication: Improving the Quality of Life for Individuals and Communities. Springer International Publishing, Cham, Switzerland, pp. 133-158.

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Abstract

People can be motivated to carryout behaviours which contribute to improvement of quality of life for reasons driven by cultural norms. There is a common perception that people within a cultural cluster, particularly one with a common language such as English, will exhibit similar consumer behaviours. However there is an emerging field of research investigating intra-cultural differences in marketing that challenges this perception. In particular, the role of peers and norms as drivers of altruistic behaviours that benefit society may differ between these countries. Altruism is an important motivation for pro-social behaviours such as blood donation, water conservation and peer counselling for health problems. Understanding the social influences for these behaviours assists marketers to develop programs that meet the needs of donors and potential donors. An ongoing foundation of altruistic consumers is essential for delivering services that improve quality of life for people. Without blood donors, there would be no blood products for cancer sufferers or accident victims, without a sufficient water supply the quality of life for residents would be compromised and without breastfeeding peer counselling, new mothers and their babies would have reduced quality of life. This chapter reports the findings of two online surveys with Scottish and Australian blood donors and demonstrates differences in the way social norms influence donation behaviour, and importantly different impacts of cultural factors in the two populations.

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ID Code: 91488
Item Type: Book Chapter
Additional URLs:
Keywords: social marketing, cross-cultural, blood donation, Australia, Scotland
DOI: 10.1007/978-3-319-19869-9_7
ISBN: 9783319198682
ISSN: 2213-994X
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2015 Springer International Publishing Switzerland
Deposited On: 24 Dec 2015 01:10
Last Modified: 20 Jan 2016 22:51

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