March 3, 2016

Does ethnicity priming impact on a person’s propensity to give blood?


writingIf you’re from a Black, Asian or Minority Ethnic (BAME) community, you may wish to take part in this research study, which has been shared with us by NHS Blood and Transplant.

This is part of an MSc dissertation which looks into the link between ethnicity, self-concept, and how this could be used to maximum effect to increase a persons propensity to give blood, in particular, with regards to the BAME communities.

The overall purpose would be to increase the number of BAME donors.

Please feel free to take the short survey by clicking on this link – for more details, please see below.

nb the deadline for taking part in the survey expires a week from today: ie on 10 March 2016

If it’s not for you, please do share / pass on far and wide. All ethnicities are welcome to fill in the survey.

NHSBT have approved this study and will receive the final dissertation with it’s recommendations, which we will in turn share.

Thank you.

Team Margot
Together, saving lives


The title of the research that this survey is a part of is: The Group Effect on the Consumer Decision Process: Does ethnicity priming impact on a person’s propensity to give blood?

You are being invited to take part in a research project that seeks to understand if visual ethnicity priming has an effect on whether a person is likely to say they will give blood orBefore you decide on whether to take part, it is important for you to understand why the research is being done and what it will involve. Please take time to read the following information carefully before you decide whether or not you wish to take part. You are welcome to discuss this project with others if you wish before you make your decision.

Please contact if there is anything that is not clear or if you would like more information.

Purpose of the research: This study is part of a MSc Marketing course, where the aim is to understand if images in communications affect a persons decision to be a blood donor. The study is running in February and March, via an online survey which should take participants no more than ten minutes to complete.

Why have I been chosen?

The study needs responses from a range of ethnic backgrounds. This survey is being shared via social media and corporate BAME networks so you will have been targeted either because you follow someone who has shared this study, or you have received it as part of the communications in your BAME network.

Do I have to take part?

It is up to you to decide whether or not to take part. If you do decide to take part you can print and keep this form. You will be asked to tick a consent form box at the bottom of this form. You can still withdraw at any time and you do not have to give a reason.

What do I have to do?

The research will involve you completing a survey. It will take no more than ten minutes and you won’t be contacted by the researcher again. The online survey will ask you a series of questions, these will mostly be closed questions and won’t require you to input any more information that you are happy with, you can skip questions if you wish. The questions will be a little bit about you (gender/ ethnicity) and a little bit about blood donation. It doesn’t matter whether or not you have given blood before. As a participant it would be ideal if you could answer all the questions accurately and complete the survey. Sharing the survey via social media would also help the study reach more people. It’s important to note that none of these aspects are compulsory.

What are the possible disadvantages and risks of taking part?

The survey will ask you to think a little bit about blood donation. At no point will any needles be shown, but this topic can be uncomfortable to some people. The researchers would advice these people not to take part.

What are the possible benefits of taking part?

Whilst there are no immediate benefits for those people participating in the project, it is hoped that this work will go on to help inform new ways for blood donation clinics to attract more blood donors from all ethnic groups.

Will my taking part in this project be kept confidential?

Yes. You will not be able to be identified in any reports or publications. The results of the research will be submitted to the University of Leicester and not shared anywhere else.

What type of information will be sought from me and why is the collection of this information relevant for achieving the research project’s objectives?

The study seeks to understand if presenting individuals with an image of another person in the context of blood donation is effected by whether the person in the image is of the same ethnicity as the participant. This is called visual ethnic priming.

Contact for further information
If you require any further information, please contact Victoria Hatcher via email:
You can print this information sheet if you would like to keep it.

If you fully understand what is required of you as a participant in this study, please tick the box to demonstrate that you consent to taking part.

Thank you.

Husband to Vicki and father to Oscar (2007), Rufus (2008), Digby (2015), Humphrey (2017) & Margot (2012-2014)

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