A Study of Blood donation on Altruistic and Egoistic appeal

• Main Authors: Chung-Yun Huang, 黃中韻
• Other Authors: none
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/60271600684982515932

碩士 === 國立臺灣科技大學 === 企業管理系 === 101 === The purpose of this research is to analysis how the people with different self-presentation personality react their blood donate intention under different message control. To encourage people to donate blood, we focus on how to inspire people join this activity by voluntary. To stir up the depth mind from different people, we can use the marketing strategy to against people’s personality. Across two experiments, we test the prediction among altruism and egoism type of advertising message which can be more utilize to induce the intention of public interest group to help others. As expectation, high self-presentation people generate more higher intention to blood donate when they received altruism advertising appeal more than egoism advertising appeal. Moreover, main effect toward to blood-donate intention had significant on self-presentation , appeal type and altruism personality. Additionally, people who are high altruism personality had more positive willingness to donate blood. But it had no significant for self-presentation or appeal type on willingness to donate blood. The interaction between any two of factors couldn’t have significant for willingness to blood donation. We are concerning about this public issue and attempting to address this question. Based on the two type personality of categorization, how people behave their intention to react their truly attitude on blood donate will be demonstrated in this article.