Giving Time, Money, and Blood: Similarities and Differences

The research reported here is a test of the applicability of an identity theory model, developed with samples of blood donors, to two other forms of institutional helping: volunteering and charitable donation. The model fits all three forms of helping; perceived expectations, parental modeling, personal norms, past behavior, and role-identity as a donor are significant predictors of intentions to donate. Role-identity is predicted from perceived expectations, modeling, personal norms, and past behavior Past behavior is consistently influenced by perceived expectations and modeling. Although the fit of the model is very similar across forms of giving, the past volunteering of time-the most public form of donation-appears to be affected more strongly by others' expectations than are gifis of blood or money. Past blood donation is affected more strongly by modeling from parents than is volunteering. Feelings of moral obligation have a stronger effect on role-identity as a blood donor than as a donor of time or money.