000 01840cam a2200217 4500500
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041 _afre
042 _adc
100 1 0 _aBoch, Emmanuelle
_eauthor
700 1 0 _a Giannelloni, Jean-Luc
_eauthor
245 0 0 _aBlood donation: Understanding donors’ logic and the value of the donation to increase donors’ enrolment and fidelity
260 _c2019.
500 _a2
520 _aIncreased demand means that blood collection has become a considerable challenge for society and an important public health priority. The mismatch between positive social appreciation of blood donation and effective mobilization is substantial. According to the French blood donor organization Etablissement Français du Sang, only 4 percent of potential donors give blood. Grounded in a theoretical framework that combines gift exchange and value theory, this article aims to understand how individuals become and remain donors. To this end, it examines the different steps that precede the act of giving and the benefits derived from giving that make it more likely to be repeated. A qualitative study focused on donors and based on semi-structured interviews, participant observation, and visual material, allows us 1) to report on the individual and social processes that support the act of donation, 2) to highlight the benefits that donors derive from carrying out and repeating this practice, and 3) to provide operational recommendations to recruit and retain donors.
690 _aauthenticity
690 _acommodification process
690 _aconnoisseurship
690 _agastronomic and Bacchic brotherhoods
786 0 _nDécisions Marketing | o 96 | 4 | 2019-09-25 | p. 35-51 | 0779-7389
856 4 1 _uhttps://shs.cairn.info/journal-decisions-marketing-2019-4-page-35?lang=en&redirect-ssocas=7080
999 _c419040
_d419040