We Are Not All the Same: a Typology of Donor Identities

Jing Lei, The University of Melbourne, Australia
Liliana Bove, The University of Melbourne, Australia
Anish Nagpal, The University of Melbourne, Australia
Ben Neville, The University of Melbourne, Australia
Danielle Chmielewski-Raimondo, The University of Melbourne, Australia
Previous research has examined a generic donor/moral identity. Through interviews with blood donors and non-donors, we uncover four distinct donor identities (Life Saver, Community Carer, Practical Helper and Extraordinaire) and one perceived identity (Sacrificer) by non-donors. This typology captures the multidimensionality of donor identities and has implications for donor recruitment/retention.
[ to cite ]:
Jing Lei, Liliana Bove, Anish Nagpal, Ben Neville, and Danielle Chmielewski-Raimondo (2013) ,"We Are Not All the Same: a Typology of Donor Identities", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.