A branded bandage is worth a thousand words: blood branded bandages signal men’s generosity and morality

• Published in: Vox sanguinis Vol. 116; no. 4; pp. 388 - 396
• Main Authors: Lam, Michael, Masser, Barbara M., Dixson, Barnaby J.W.
• Format: Journal Article
• Language: English
• Published: England S. Karger AG 01.04.2021
• Subjects: Blood; Blood & organ donations; blood donation; costly signalling; donors; generosity; Medical dressings; Medical materials; Morality; costly signalling; generosity; donors; morality; blood donation
• ISSN: 0042-9007; 1423-0410
• DOI: 10.1111/vox.13018

Background and Objective Recruiting and retaining male donors remain an ongoing challenge for blood collection agencies. Research suggests that interventions based on costly signalling theory that allows donors to unobtrusively but publicly signal their donor status may be effective. However, what functions as such a signal and how it is interpreted has not been determined. Materials and Methods A total of 242 Australian residents (127 female; 115 male) recruited through an online research platform rated their perceptions of a male target wearing (a) no bandage, (b) a regular unmarked bandage or (c) a blood donor branded bandage. Results The target wearing a blood donor branded bandage was rated as significantly more generous by female participants and moral compared to both the target who wore no bandage and the target wearing a regular unmarked bandage. The target wearing the unmarked bandage was perceived as significantly less healthy and competent compared to the target not wearing a bandage. Conclusion A public signal of public donor status conveys the generosity and morality of the wearer. The bandage applied to donors after they have donated can act as such an effective signal, but only when these bandages are clearly branded as resulting from donating blood.