A field experiment investigated the accuracy of blood donor's memory for the emotions they experienced during blood donation. Compared to what they reported at the time of donation, the donors remembered a greater contrast between predonation and postdonation emotions. The donors also remembered experiencing more anxiety than they actually did. The bias in memory was especially pronounced among relatively inexperienced donors who had not been asked to report on their emotion prior to their actual donations. The memory boas was also related to donors' attitudes at the time of recall. Donors' intentions to donate blood again were reliably predicted by a combination of attitude and emotion measures. Discussion considers a potential intervention for improving donor return rates.