Social Cognitive Determinants of Blood Donation


Correspondence concerning this article should be addressed to Christopher Armitage, Centre for Research in Social Attitudes, Department of Psychology, University of Sheffield, Western Bank, Sheffield, S10 2T, United Kingdom, e-mail:


This article reports two studies designed to test a theory of planned behavior-based model of blood donation. In Study 1 (n= 136), self-efficacy and self-identity accounted for unique variance in behavioral intention. Study 2 (n= 172) extended Study 1: self-efficacy, perceived control over behavior (PCB), self-identity, and moral norm were all independently predictive of intention; behavioral intention predicted a proxy measure of behavioral enaction. Both studies provided evidence to support a distinction between self-efficacy and PCB, and for the inclusion of self-identity and moral norm into the model. Belief-based measures discriminated intenders from nonintenders, and beliefs that accounted for unique variance in self-efficacy and PCB were identified. The findings are discussed in relation to using models such as the theory of planned behavior to intervene in social and health behaviors.