Коммуницирование факторов, обуславливающих боязнь или отказ от первичного опыта в донорстве крови: теория запланированного поведения (на примере кампании «Сдай кровь в НИУ ВШЭ»)

The present research emphasizes communication about blood donation among HSE students and factors that impede their willingness to donate. In conjunction with the Theory of Planned Behavior and Framing approaches, the study explicates the problem of unclearness of what motivational and deterrent factors need to be communicated among the students when a message about blood donation is being generated. The focal purpose of the paper is to develop the effective message strategies dedicated to blood donation among students according to identified motives and barriers. The interview method is applied based on the case of “Donate blood at HSE” campaign to evaluate deterrents and motivators among first comers and students who did not participate in a blood transfusion procedure. The poll is conducted to test gain- and loss-framed messages based on stimuli and hindrances outlined by students. Data is analyzed in Nvivo and SPSS softs.