Labeling of previous donation to encourage subsequent donation among experienced blood donors.

Objective: This study aims to examine the effects of persuasive messages focused on the labeling of previous blood donation behavior on subsequent donation among experienced blood donors.

Method: Participants (N = 410) received blood drive invitations by mail that were categorized with the labeling of the previous donation. They were randomly assigned to one of three conditions: functional labeling (which underlines the utility of their donation), social labeling (which underlines their own social value), and no label of previous donation (control condition).