Abstract
• The Anticipated Emotions (AE) framework is applicable to the non-profit context. • It is crucial to consider both positive and negative AEs associated to both action and inaction. • AEs of donation and non-donation are direct antecedents of donation intention. • Donation motivations and attitude towards donation are direct antecedents of both AEs and donation intention. • Donation experience moderates the cause-effect relationships among these variables. For blood transfusion centres, studying anticipated emotions (AEs) related to blood donation is essential, since these variables influence donation decision. For this reason, this work addresses the need to identify the antecedents and consequences of AEs, which will help explain their origin and their role in donation behaviour. Our purpose is to make further progress with the application of the AE framework in a non-profit context, by analysing how AEs are generated and how they influence decision-making. This study aims to design and validate an explanatory model of donation intention, where motivations and attitude towards donation are direct antecedents of AEs, while AEs, motivations and attitude towards donation act as direct antecedents of intention. Moreover, it has been also considered how the type of donor influences the proposed model as a moderating factor. The final sample is comprised of 35,982 active donors, inactive donors and non-donors. Data was obtained through an online questionnaire, with the collaboration of 14 of the 17 Spanish blood transfusion centres, as well as some universities. Results indicate that (1) AEs, motivations and attitude towards donation are direct antecedents of donation intention, (2) motivations and attitude towards donation are direct antecedents of AEs, and (3) donation experience moderates the relationships between motivations, attitude towards donation, AEs, and donation intention. These results indicate several operational implications that will enable blood transfusion centres to better design and target donation promotion campaigns according to type of donor. Furthermore, the results will let centres assess whether placing value on donation motivation and attitude towards donation can bolster positive AEs, diminish negative AEs and have a direct effect on donation intention.
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