Effects of narrative-persuasive frames on Twitter regarding blood donationpride versus empathy and people versus numbers

  1. Durántez-Stolle, Patricia 1
  2. Martínez-Sanz, Raquel 1
  3. Rodríguez-de-Dios, Isabel 2
  1. 1 Universidad de Valladolid
    info

    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

  2. 2 Universitat Pompeu Fabra
    info

    Universitat Pompeu Fabra

    Barcelona, España

    ROR https://ror.org/04n0g0b29

Journal:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Year of publication: 2022

Issue Title: Media psychology

Volume: 31

Issue: 4

Type: Article

DOI: 10.3145/EPI.2022.JUL.15 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: El profesional de la información

Abstract

Blood donation in Spain is an altruistic, voluntary and unpaid process. Despite its social and health significance, this process has suffered a standstill in recent years that has been aggravated by the coronavirus pandemic. To promote the generation of new donors, it is necessary to carry out campaigns aimed at younger age groups to improve the information they have and reduce their fears. This research analyses the effectiveness of different frames of a persuasive narrative to increase blood donation. These frames have been constructed from two variables: an emotional appeal (empathy awakened by a recipient protagonist versus the pride experienced by a donor protagonist) and the identification of the beneficiary of the donation (identifiable victim versus generic beneficiary). The manipulated narratives incorporate features of edutainment and are adapted to the tone and language of the target population, young people, in the format of a Twitter thread. To test the effectiveness of these narratives, an experimental study was conducted among 600 participants aged 18–30 years. The results show the effectiveness of the emotional appeal, specifically in the threads that are led by a recipient of the blood donation. This appeal induces greater identification among people who perceive themselves as a little or somewhat similar to the protagonist. This outcome in turn positively affects information recall, the intention to share the message and the attitude towards donation, and reduces the perceived risk. All in all, it increases the donation intention. The data confirm a moderated mediation model with identification as a mediator and similarity as a moderator. On the contrary, no statistically significant effects were found regarding the second manipulated variable. No evidence was found that the use of an identifiable beneficiary in the donation appeal obtained better results than the call to donate supported by generic data.

€ View funding

Funding information

Este artículo es resultado de: 1. El Convenio de Colaboración entre la Universidad de Valladolid y la Hermandad de Donantes de Sangre de Va-lladolid (2018-2022). 2. El proyecto de investigación I+D+i “Poldespol. Politainment ante la fragmentación mediática: desintermedia-ción, engagement y polarización”, financiado por el Ministerio de Ciencia e Innovación (PID2020-114193RB-I00). La autora Raquel Martínez-Sanz es beneficiaria de una Ayuda de Recualificación (2022-2024) financiada por la Comisión Europea -NextGenerationEU-. La autora Isabel Rodríguez-de-Dios es beneficiaria de un Contrato Postdoctoral Juan de la Cierva-Formación 2018(FJC2018-036337-I) del Ministerio de Ciencia e Innovación, Agencia Estatal de Investigación

Funders

Bibliographic References

  • Andreoni, James (1990). “Impure altruism and donations to public goods: A theory of warm-glow giving”. The economic journal, v. 100, n. 401, pp. 464-477. https://doi.org/10.2307/2234133
  • Appel, Markus; Richter, Tobias (2010). “Transportation and need for affect in narrative persuasion: A mediated moderation model”. Media psychology, v. 13, n. 2, pp. 101-135. https://doi.org/10.1080/15213261003799847
  • Barbour, Joshua B.; Doshi, Marissa J.; Hernández, Leandra H. (2016). “Telling global public health stories: Narrative message design for issues management”. Communication research, v. 43, n. 6, pp. 810-843. https://doi.org/10.1177/0093650215579224
  • Casado-Neira, David (2003). “La teoría clásica del don y la donación de sangre”. Revista internacional de sociología, v. 61, n. 34, pp. 107-133. https://doi.org/10.3989/ris.2003.i34
  • Chen, Liangyong (2017). “Applying the extended theory of planned behaviour to predict Chinese people’s non-remunerated blood donation intention and behaviour: The roles of perceived risk and trust in blood collection agencies”. Asian journal of social psychology, n. 20, pp. 221-231. https://doi.org/10.1111/ajsp.12190
  • Choi, Soe-Yoon; Park, Hee-Sun; Oh, Ju-Yeon (2012). “Temporal distance and blood donation intention”. Journal of health psychology, v. 17, n. 4, pp. 590-599. https://doi.org/10.1177/1359105311421048
  • Cohen, Elizabeth L. (2010). “The role of message frame, perceived risk, and ambivalence in individuals’ decisions to become organ donors”. Health communication, v. 25, n. 8, pp. 758-769. https://doi.org/10.1080/10410236.2010.521923
  • Cruz Roja Española (s.f.). “Donar sangre”. https://www.donarsangre.org
  • Cuadros-Aguilera, Pol (2017). “Salus Populi, principio de no lucro y deber cívico de donar sangre”. Revista de bioética y derecho, n. 40, pp. 115-124.
  • De-Graaf, Anneke; Hoeken, Hans; Sanders, José; Beentjes, Johannes W. J. (2012). “Identification as a mechanism of narrative persuasion”. Communication research, v. 39, n. 6, pp. 802-823. https://doi.org/10.1177/0093650211408594
  • De-Graaf, Anneke; Sanders, José; Hoeken, Hans (2016). “Characteristics of narrative interventions and health effects: A review of the content, form, and context of narratives in health-related narrative persuasion research”. Review of communication research, n. 4, pp. 88-131. https://doi.org/10.12840/issn.2255-4165.2016.04.01.011
  • Erlandsson, Arvid; Björklund, Fredrik; Bäckström, Martin (2015). “Emotional reactions, perceived impact and perceived responsibility mediate the identifiable victim effect, proportion dominance effect and in-group effect respectively”. Organizational behavior and human decision processes, n. 127. https://doi.org/10.1016/j.obhdp.2014.11.003
  • Erlandsson, Arvid; Nilsson, Artur; Västfjäll, Daniel (2018). “Attitudes and donation behavior when reading positive and negative charity appeals”. Journal of nonprofit & public sector marketing, v. 30, n. 4, pp. 444-474. https://doi.org/10.1080/10495142.2018.1452828
  • Erlandsson, Arvid; Västfjäll, Daniel; Sundfelt, Oskar; Slovic, Paul (2016). “Argument-inconsistency in charity appeals: Statistical information about the scope of the problem decrease helping toward a single identified victim but not helping toward many non-identified victims in a refugee crisis context”. Journal of economic psychology, n. 56, pp. 126-140. https://doi.org/10.1016/j.joep.2016.06.007
  • Evans, Rachel; Ferguson, Eamonn (2014). “Defining and measuring blood donor altruism: a theoretical approach from biology, economics and psychology”. Vox sanguinis, v. 106, n. 2, pp. 118-126. https://doi.org/10.1111/vox.12080
  • FedSang, Federación Española de Donantes de Sangre (2019). “Estadísticas 2019”. https://fedsang.org/estadisticas-2019
  • Ferguson, Eamonn; Lawrence, Claire (2016). “Blood donation and altruism: the mechanisms of altruism approach”. ISBT science series, v. 11, n. S1, pp. 148-157. https://doi.org/10.1111/voxs.12209
  • Fisher, Robert J.; Vandenbosch, Mark; Antia, Kersi D. (2008). “An empathy-helping perspective on consumers’ responses to fund-raising appeals”. Journal of consumer research, v. 35, n. 3, pp. 519-531. https://doi.org/10.1086/586909
  • France, Janis; France, Christopher; Himawan, Lina (2007). “A path analysis of intention to redonate among experienced blood donors: an extension of the theory of planned behaviour”. Transfusion, n. 47, pp. 1006-1013. https://doi.org/10.1111/j.1537-2995.2007.01236.x
  • Giles, Melanie; McClenahan, Carol; Cairns, Ed; Mallet, John (2004). “An application of the Theory of Planned Behaviour to blood donation: the importance of self-efficacy”. Health education research, v. 19, n. 4, pp. 380-391. https://doi.org/10.1093/her/cyg063
  • Glynn, Simone A.; Kleinman, Steven H.; Schreiber, George B.; Zuck, Thomas; Mc Combs, Suzanne; Bethel, James; Garratty, George; Williams, Alan E.; Retrovirus Epidemiology Donor Study (2002). “Motivations to donate blood: demographic comparisons”. Transfusion, v. 42, n. 2, pp. 216-225. https://doi.org/10.1046/j.1537-2995.2002.00008.x
  • Gomes, Maria-José; Nogueira, António J.; Antão, Celeste; Teixeira, Cristina (2019). “Motivations and attitudes towards the act of blood donation among undergraduate health science students”. Transfusion and apheresis science, v. 58, n. 2, pp. 147-151. https://doi.org/10.1016/j.transci.2018.12.018
  • Gómez-García, Salvador; Paz-Rebollo, María-Antonia; Cabeza-San-Deogracias, José (2021). “Newsgames frente a los discursos del odio en la crisis de los refugiados”. Comunicar: revista científica iberoamericana de comunicación y educación, n. 67, pp. 123-133. https://doi.org/10.3916/C67-2021-10
  • González-Cabrera, Catalina; Igartua, Juan-José (2018). “Formatos narrativos para la prevención del embarazo. Efecto de la modalidad narrativa en las actitudes de prevención”. Revista latina de comunicación social, n. 73, pp. 1444-1468. https://doi.org/10.4185/RLCS-2018-1316
  • Green, Melanie C. (2006). “Narratives and cancer communication”. Journal of communication, v. 56, pp. 163-183. https://doi.org/10.1111/j.1460-2466.2006.00288.x
  • Guerrero-Martín, Iñigo; Igartua, Juan-José (2021). “Reduction of prejudice toward unaccompanied foreign minors through audiovisual narratives. Effects of the similarity and of the narrative voice”. Profesional de la información, v. 30, n. 2, e300203. https://doi.org/10.3145/epi.2021.mar.03
  • Guglielmetti-Mugion, Roberta; Pasca, Maria-Giovina; Di-Di-Pietro, Laura; Renzi, Maria-Francesca (2021). “Promoting the propensity for blood donation through the understanding of its determinants”. BMC health services research, v. 21, n. 127. https://doi.org/10.1186/s12913-021-06134-8
  • Hayes, Andrew F. (2018). Introduction to mediation, moderation, and conditional process analysis: a regression-based approach. New York: Guilford Press. ISBN: 978 1 462534654
  • Hether, Heather J.; Huang, Grace C.; Beck, Vicki; Murphy, Sheila T.; Valente, Thomas W. (2008). “Entertainment-education in a media-saturated environment: examining the impact of single and multiple exposures to breast cancer storylines on two popular medical dramas”. Journal of health communication, v. 13, n. 8, pp. 808-823. https://doi.org/10.1080/10810730802487471
  • Hirai, Kei; Ohtake, Fumio; Kudo, Tadashi; Ito, Takashi; Sasaki, Shusaku; Yamazaki, Goro; Eguchi, Yuichiro (2020). “Effect of different types of messages on readiness to indicate willingness to register for organ donation during driver’s license renewal in Japan”. Transplantation, v. 104, n. 12, pp. 2591-2598. https://doi.org/10.1097/TP.0000000000003181
  • Igartua, Juan-José (2011). “Mejor convencer entreteniendo: comunicación para la salud y persuasión narrativa”. Revista de comunicación y salud, v. 1, n. 1, pp. 73-87. https://doi.org/10.35669/revistadecomunicacionysalud.2011.1(1).73-87
  • Igartua, Juan-José; Barrios, Isabel (2012). “Changing real-world beliefs with controversial movies: processes and mechanisms of narrative persuasion”. Journal of communication, v. 62, n. 3, pp. 514-531. https://doi.org/10.1111/j.1460-2466.2012.01640.x
  • Igartua, Juan-José; Cheng, Lifen; Lopes, Orquídea (2003). “To think or not to think: two pathways towards persuasion by short films on Aids prevention”. Journal of health communication, v. 8, n. 6, pp. 513-528. https://doi.org/10.1080/716100420
  • Igartua, Juan-José; Fiuza, Daniela (2018). “Persuading with narratives against gender violence. Effect of similarity with the protagonist on identification and risk-perception”. Palabra clave, v. 21, n. 2, pp. 499-523. https://doi.org/10.5294/pacla.2018.21.2.10
  • Igartua, Juan-José; Rodríguez-Contreras, Laura; Marcos-Ramos, María; González-de-Garay, Beatriz; Frutos, Francisco-Javier (2021). “Prevención del tabaquismo con mensajes narrativos. Estudio experimental sobre el efecto conjunto de la similitud con el protagonista y la voz narrativa”. Adicciones, v. 33, n. 3, pp. 245-262. https://www.adicciones.es/index.php/adicciones/article/viewFile/1339/1101
  • Jiang, Mengtian; Dodoo, Naa-Amponsah (2021). “Promoting mask-wearing in Covid-19 brand communications: effects of gain-loss frames, self- or other-interest appeals, and perceived risks”. Journal of advertising, v. 50, n. 3, pp. 271-279. https://doi.org/10.1080/00913367.2021.1925605
  • Kim, Jarim; Nan, Xiaoli (2019). “Temporal framing effects differ for narrative versus non-narrative messages: the case of promoting HPV vaccination”. Communication research, v. 46, n. 3, pp. 401-417. https://doi.org/10.1177/0093650215626980
  • Kong, Sining; Lee, Yu-Hao (2021). “How perceived similarity moderates sympathy and pride appeal in organ donation messages”. Transplantation proceedings, v. 53, n. 7, pp. 2105-2111. https://doi.org/10.1016/j.transproceed.2021.07.010
  • Liu, Sixiao; Yang, Janet Z. (2020). “The role of temporal distance perception in narrative vs. non-narrative persuasion related to e-cigarettes”. Journal of health communication, v. 25, n. 7, pp. 543-553. https://doi.org/10.1080/10810730.2020.1788678
  • Martín-Santana, Josefa D.; Beerli-Palacio, Asunción (2008). “El comportamiento del donante de sangre desde la perspectiva del marketing social: factores determinantes de la predisposición a donar”. Revista española de investigación de marketing ESIC, v. 12, n. 1, pp. 27-41. https://www.esic.edu/documentos/revistas/reim/080522_104844_E.pdf
  • Martín-Santana, Josefa D.; Beerli-Palacio, Asunción (2013). “Intention of future donations: a study of donors versus non-donors”. Transfusion medicine, v. 23, n. 2, pp. 77-86. https://doi.org/10.1111/tme.12005
  • Martínez-Sanz, Raquel (2021). “Proyecto docente e investigador. Profesor Titular de Universidad”. Área de Conocimiento: Periodismo. Perfil: Comunicación Organizacional. Universidad de Valladolid.
  • Martínez-Sanz, Raquel; Durántez-Stolle, Patricia (2020). “Comunicación corporativa y educación en valores en el aula universitaria. Un proyecto de Aprendizaje-Servicio (APS)”. Obets, v. 15, n. 2, pp. 563-588. https://doi.org/10.14198/OBETS2020.15.2.07
  • Mohanty, Nilamadhab; Biswas, Saswata N.; Mishra, Debiprasad (2021). “Message framing and perceived risk of blood donation”. Journal of nonprofit & public sector marketing, online first. https://doi.org/10.1080/10495142.2021.1959488
  • Moussaoui, Lisa-Selma; Naef, D.; Tissot, Jean-Daniel; Desrichard, Olivier (2016). “Save lives arguments might not be as effective as you think: A randomized field experiment on blood donation”. Transfusion clinique et biologique, v. 23, n. 2, pp. 59-63. https://doi.org/10.1016/j.tracli.2016.03.003
  • Moyer-Gusé, Emily; Nabi, Robin L. (2010). “Explaining the effects of narrative in an entertainment television program: overcoming resistance to persuasion”. Human communication research, v. 36, n. 1, pp. 26-52. https://doi.org/10.1111/j.1468-2958.2009.01367.x
  • Nonis, Sarath A.; Ford, Charles W.; Logan, Laddie; Hudson, Gail (1996). “College student’s blood donation behavior: relationships to demographics, perceived risk, and incentives”. Health marketing quarterly, v. 13, n. 4, pp. 33-46. https://doi.org/10.1300/J026v13n04_04
  • OMS (2021). “Día mundial del donante de sangre”. https://www.who.int/es/campaigns/world-blood-donor-day/2021
  • Ooms, Joëlle; Hoeks, John; Jansen, Carel (2019). “Hey, that could be me: the role of similarity in narrative persuasion”. PloS one, v. 14, n. 4, e0215359. https://doi.org/10.1371/journal.pone.0215359
  • Ouhbi, Sofia; Fernández-Alemán, José-Luis; Toval, Ambrosio; Idri, Ali; Rivera-Pozo, José (2015). “Free blood donation mobile applications”. Journal of medical system, v. 39, n. 5, 52. https://doi.org/10.1007/s10916-015-0228-0
  • Piestch, Rob (2021). There’s Gen Z. Then there’s Gen Z on Twitter. https://marketing.twitter.com/en/insights/gen-z-twitter-trends
  • Puig-Rovira, Josep M.; Graell-Martín, Mariona; Cortel-Mañé, Gal·la (2014). “Donación de sangre y educación para la ciudadanía: una aproximación desde el aprendizaje servicio y la teoría del don”. Teoría de la educación. Revista interuniversitaria, v. 26, n. 2, pp. 141-162. https://doi.org/10.14201/teoredu2014261141162
  • Remacha, Belén (2021). “La pandemia lleva las donaciones de sangre al nivel más bajo en una década”. eldiario.es, 16 junio. https://www.eldiario.es/sociedad/pandemia-lleva-donaciones-sangre-nivel-decada_1_8045093.html
  • Rodríguez-de-Dios, Isabel; Igartua, Juan-José; D’Haenens, Leen (2021). “Narrative persuasion in a mobile environment: effectiveness of a mobile application for promoting digital skills and coping strategies in adolescents”. International journal of communication, v. 15, n. 22. https://ijoc.org/index.php/ijoc/article/view/16134
  • Romero-Domínguez, Laura (2021). El comportamiento del donante de sangre en España desde la perspectiva del marketing social. Tesis doctoral. Universidad de Las Palmas de Gran Canaria. https://accedacris.ulpgc.es/handle/10553/105736
  • Shen, Fuyuan; Sheer, Vivian C.; Li, Ruobing (2015). “Impact of narratives on persuasion in health communication: a meta-analysis”. Journal of advertising, v. 44, n. 2, pp. 105-113. https://doi.org/10.1080/00913367.2015.1018467
  • Slater, Michael D.; Rouner, Donna (2002). “Entertainment-education and elaboration likelihood: Understanding the processing of narrative persuasion”. Communication theory, v. 12, n. 2, pp. 173-191. https://doi.org/10.1111/j.1468-2885.2002.tb00265.x
  • Smith, André; Matthews, Ralph; Fiddler, Jay (2013). “Recruitment and retention of blood donors in four Canadian cities: an analysis of the role of community and social networks”. Transfusion, v. 53, n. 5, pp.180S-4S. https://doi.org/10.1111/trf.12478
  • Strauck-Franco, Maria-Antonia; Guillén-Arruda, Claudia-Alexandra (2017). “Twitter como herramienta para la comunicación en salud en el contexto del fomento de la donación de órganos en el Perú”. ZER: revista de estudios de comunicación, v. 22, n. 42, pp. 189-209. https://doi.org/10.1387/zer.17841
  • Tukachinsky, Riva (2014). “Experimental manipulation of psychological involvement with media”. Communication methods and measures, v. 8, n. 1. https://doi.org/10.1080/19312458.2013.873777
  • Valente, Thomas W.; Murphy, Sheila; Huang, Grace; Gusek, Jodi; Greene, Jennie; Beck, Vicki (2007). “Evaluating a minor storyline on ER about teen obesity, hypertension, and 5 A day”. Journal of health communication, v. 12, n. 6, pp. 551-566. https://doi.org/10.1080/10810730701508385
  • Van-Esch, Patrick; Cui, Yuanyuan G.; Jain, Shailendra-Pratap (2021). “Covid-19 charity advertising: identifiable victim message framing, self-construal, and donation intent”. Journal of advertising, v. 50, n. 3, pp. 290-298. https://doi.org/10.1080/00913367.2021.1927911
  • Vásquez, Marcela; Ibarra, Patricia; Maldonado, Mónica (2007). “Conocimientos y actitudes hacia la donación de sangre en una población universitaria de Chile”. Revista panamericana de salud pública, v. 22, n. 5, pp. 323-328. https://iris.paho.org/handle/10665.2/7763
Data source: Dialnet