College student's blood donation behavior: relationships to demographics, perceived risk, and incentives

A study was undertaken to empirically investigate whether the student market could be further segmented into blood donor and nondonor markets based on their demographic characteristics, perceived risks, and influence on non-monetary incentives. While significant differences were found between donors and nondonors based on their gender, blood type, student classification, and influence of incentives, no differences were found between the four (physical, psychological, social, or time) dimensions of perceived risk. Discussion focuses on strategies for blood collection agencies for student markets.