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dc.contributor.authorLeipnitz, Sigrunen_US
dc.contributor.authorde Vries, Marthaen_US
dc.contributor.authorClement, Michelen_US
dc.contributor.authorMazar, Ninaen_US
dc.date2018-08-16
dc.date.accessioned2020-04-10T17:07:12Z
dc.date.available2020-04-10T17:07:12Z
dc.date.issued2018-12
dc.identifier.citationSigrun Leipnitz, Martha de Vries, Michel Clement, Nina Mazar. 2018. "Providing health checks as incentives to retain blood donors — Evidence from two field experiments." International Journal of Research in Marketing, Volume 35, Issue 4, pp. 628 - 640. https://doi.org/10.1016/j.ijresmar.2018.08.004
dc.identifier.issn0167-8116
dc.identifier.urihttps://hdl.handle.net/2144/40103
dc.description.abstractThe 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.en_US
dc.format.extentp. 628 - 640en_US
dc.languageen
dc.language.isoen_US
dc.publisherElsevier BVen_US
dc.relation.ispartofInternational Journal of Research in Marketing
dc.subjectBlood donationen_US
dc.subjectHealth incentivesen_US
dc.subjectService rewardsen_US
dc.subjectCholesterol testsen_US
dc.subjectMarketing strategiesen_US
dc.subjectField experimentsen_US
dc.subjectAltruismen_US
dc.subjectHealth careen_US
dc.subjectMarketingen_US
dc.titleProviding health checks as incentives to retain blood donors — evidence from two field experimentsen_US
dc.typeArticleen_US
dc.description.versionAccepted manuscripten_US
dc.identifier.doi10.1016/j.ijresmar.2018.08.004
pubs.elements-sourcemanual-entryen_US
pubs.notesEmbargo: Not knownen_US
pubs.organisational-groupBoston Universityen_US
pubs.organisational-groupBoston University, Questrom School of Businessen_US
pubs.organisational-groupBoston University, Questrom School of Business, Marketingen_US
pubs.publication-statusPublisheden_US
dc.identifier.mycv477011


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