Service Marketing/ Non-Profit Marketing/ Ethics
A convenience sample of 149 university students was surveyed on their attitudes and behaviors toward blood donation and with a scale of twenty four personality trait items. These items reduced to a seven- factor structure. The data were divided into two groups of high and low-likelihood of blood donation which were compared on factor means. Differences were seen on the “Concern for Others” and the “Down to Earth” factors although not all items in a factor were different and differences were seen in some non- significant factors. Applications of these finding are suggested.
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Ogden, Harold; Mascarenhas, Brian; Minchev, Milen; Pelletier, Emilie; and Slanley, Ryan, "Identifying Potential Student Blood Donors by Personality Traits" (2010). Association of Marketing Theory and Practice Proceedings 2010. 71.