We Are Not All the Same: A Typology of Donor Identities

Research has long acknowledged the importance of identity in shaping and predicting individuals’ motivations, attitudes, and behaviors (e.g., Aaker and Akutsu 2009; Belk 1988; Oyserman 2009a, 2009b; Reed 2004). Despite its importance, few studies have examined the concept of identity in the context of prosocial behaviors. Further, these studies have mainly conceptualized it as a generic donor/volunteer and moral identity (Aquino and Reed 2002; Reed and Aquino 2003; Reed, Aquino and Levy 2007; Winterich, Mittal, and Ross 2009). In this research, using blood donation as a pro-social context, we question the uni-dimensional representation of donor identity, and subsequently uncover its multi-dimensionality. Doing so not only offers a new and unique way to understand donor identity, but also helps us to understand why donors have different motives, beliefs, attitudes, and emotions towards donation. This has implications generally for the understanding of prosocial identity, as well as specific strategic implications for donor recruitment and retention.