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Under blood pressure – differentiated versus undifferentiated marketing to increase blood donations

Author

Listed:
  • Larissa M. Sundermann

    (Zurich University of Applied Sciences
    German Red Cross Blood Service North-East Research Cooperation)

  • Silke Boenigk

    (University of Hamburg)

  • Jurgen Willems

    (University of Hamburg)

Abstract

Despite strong evidence in current marketing theory and practice that a differentiated marketing approach increases recruitment success, blood services worldwide often use undifferentiated marketing strategies to address new blood donors. Relying on the assumption that differentiated marketing is highly promising; the authors developed an online experiment among 838 participants who had not donated blood during the past 10 years. The experiment tested the effects of a differentiated in comparison to an undifferentiated marketing campaign on three marketing outcomes: (1) awareness, (2) intention, and (3) behavioral enactment. Surprisingly and in contrast with most marketing studies in the for-profit context, the results of the blood donation experiment suggest that differentiated marketing is not more effective than undifferentiated marketing. This finding has important implications for marketing strategies and actions of blood services.

Suggested Citation

  • Larissa M. Sundermann & Silke Boenigk & Jurgen Willems, 2017. "Under blood pressure – differentiated versus undifferentiated marketing to increase blood donations," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(3), pages 321-340, September.
    • Handle: RePEc:spr:irpnmk:v:14:y:2017:i:3:d:10.1007_s12208-017-0174-2
    DOI: 10.1007/s12208-017-0174-2
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    References listed on IDEAS

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    1. Butt, Muhammad Mohsin & de Run, Ernest Cyril, 2011. "Do target and non-target ethnic group adolescents process advertisements differently?," Australasian marketing journal, Elsevier, vol. 19(2), pages 77-84.
    2. Aaker, Jennifer L. & Brumbaugh, Anne M. & Grier, Sonya A., 2000. "Non-target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes," Research Papers 1578, Stanford University, Graduate School of Business.
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    Cited by:

    1. Martín-Santana, Josefa D. & Reinares-Lara, Eva & Romero-Domínguez, Laura, 2020. "Modelling the role of anticipated emotions in blood donor behaviour: A cross-sectional study," Journal of Economic Psychology, Elsevier, vol. 81(C).
    2. Wafa M’Sallem, 2022. "Role of motivation in the return of blood donors: mediating roles of the socio-cognitive variables of the theory of planned behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 153-166, March.
    3. Laura Romero-Domínguez & Josefa D. Martín-Santana & Agustín J. Sánchez-Medina & Asunción Beerli-Palacio, 2022. "Blood donation barriers: How does donor profile affect them?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(2), pages 247-264, June.

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