Judith Holdershaw

Doctor of Philosophy, (Marketing)
Study Completed: 2006
Massey Business School


Thesis Title
Comparison of Two Approaches to Predicting Willingness to Donate Blood

Read article at Massey Research Online: MRO icon

Understanding and predicting human behaviour has been of particular interest to marketers for many years. Dr Holdershaw’s research compared the predictive ability of Ajzen’s attitudinal-based theory of planned behaviour with Labaw’s behavioural approach, in the context of blood donation behaviour. In absolute terms, the predictive ability of the two approaches was equivalent; however, Labaw’s approach was superior to the theory of planned behaviour from a survey research perspective. This research also found that behavioural intention to donate blood was a poor predictor of actual blood donation behaviour. This finding is important given the widely-accepted assumption that the best prediction of behaviour is provided by measures of behavioural intention. In addition, for results to have practical relevance, the findings suggest that researchers need to carefully consider the time interval selected to test the predictive ability of a model.

Mr Phil Gendall
Professor Malcolm Wright

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