Globally, society has been facing several and growing health problems, which increased the importance of efforts towards social change. In this context, using social marketing to create and implement programs that foster behavioural change has increased in the public health community. One of the health problems that society has been facing is the unceasing need for blood products, so the subject of blood donation became an important research topic in the area of social marketing, as social marketing strategies can contribute to solving this problem. It is essential to understand the factors that motivate individuals to donate blood, to enhance the recruitment and retention of blood donors. Our study aims at evaluating the key personality factors that influence blood donation behaviour to reach a higher understanding of what concerns this global issue. The method used to analyse the data is ANOVA. We conclude that the Personality of potential donors is significantly different from the non-donors' regarding Openness to Experience and Agreeableness. These results suggest that potential donors might perceive blood donation, as well as the associated barriers, differently from non-donors. Based on our findings, we suggest some perspectives for future research in this area.

中文翻译：

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吸引潜在的献血者：个性和社会营销的作用

在全球范围内，社会一直面临着若干且日益严重的健康问题，这增加了努力实现社会变革的重要性。在这种情况下，公共卫生界越来越多地使用社会营销来创建和实施促进行为改变的计划。社会一直面临的健康问题之一是对血液制品的不断需求，因此献血主题成为社会营销领域的一个重要研究课题，因为社会营销策略有助于解决这一问题。必须了解激励个人献血的因素，以加强献血者的招募和保留。我们的研究旨在评估影响献血行为的关键人格因素，以更好地了解与这一全球性问题相关的内容。用于分析数据的方法是方差分析。我们得出的结论是，潜在捐赠者的性格与非捐赠者的性格显着不同。对经验的开放性和宜人性。这些结果表明，潜在献血者可能对献血以及相关障碍的看法与非献血者不同。根据我们的发现，我们为该领域的未来研究提出了一些观点。