Commitment Mechanisms and Blood Donation

Abstract

The Australian Red Cross Blood Service (ARCBS) recently introduced a policy of compulsory appointments for blood donations. This thesis examines the effect of these appointments on donor satisfaction and donation behaviour. Overall, aggregate tests indicate that the policy transition initially had a negative effect. However, conditional on having donated once after the transition, donors are more likely to return. In order to isolate individual mechanisms that contribute to these results, a survey of blood donors is used to test two specific theories from behavioural economics. On the positive side, appointments are found to increase the likelihood that a donor will return, possibly by circumventing a problem of time-inconsistent preferences. However, the results also support a theory from the marketing literature that appointments change donors' expectations, causing wait time to be more negatively perceived. Furthermore, this is found to cause a significant change in donors' intended actions.