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首页> 外文期刊>International Journal of Research in Marketing >Providing health checks as incentives to retain blood donors -Evidence from two field experiments
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Providing health checks as incentives to retain blood donors -Evidence from two field experiments

机译：提供健康检查作为保留献血者的诱因-来自两个现场实验的证据

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摘要

The collection of blood given by donors has proven to be a substantial societal and a managerial challenge. Consequently, blood donation services seek for incentive mechanisms to retain donors. However, economic or material rewards might entail negative side effects such as motivational crowding out or even attracting “bad blood”. In an effort to increase the retention of established blood donors, we conducted two randomized field trials (N1 = 53,257, N2 = 31,522) in cooperation with the German Red Cross Blood Donation Service and tested the effectiveness of an incentive strategy that is directly related to the blood donation itself: offering a comprehensive blood health check. Contrary to previous related research, we found substantial positive effects of a comprehensive blood health check incentive on donation behavior. In addition, unlike previous studies, we examine effects of repeated exposure to this incentive and do not find any wearout effects. Considering the positive effect of this incentive on donor retention and the relative low cost for providing this service to donors, our findings suggest that offering comprehensive blood health check incentives is a viable and cost-efficient marketing strategy to increase the retention among previous donors even if offered over the longer run.
机译：事实证明，捐献者提供的血液是一个巨大的社会和管理挑战。因此，献血服务寻求激励机制以留住献血者。但是，经济上或物质上的回报可能会带来负面的副作用，例如激励性排挤甚至吸引“恶血”。为了增加已建立的献血者的保留率，我们与德国红十字会献血服务处合作进行了两项随机现场试验（N1 = 53,257，N2 = 31,522），并测试了与献血本身：提供全面的血液健康检查。与以前的相关研究相反，我们发现全面的血液健康检查激励措施对捐赠行为具有实质性的积极影响。此外，与以前的研究不同，我们研究了反复暴露于这种刺激下的影响，没有发现任何磨损效应。考虑到该激励措施对保留捐赠者的积极影响以及向捐赠者提供此项服务的相对较低成本，我们的研究结果表明，提供全面的血液健康检查激励措施是一种可行且具有成本效益的营销策略，即使在以前的捐赠者中也能增加保留率提供更长的时间。

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